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How to Promote Your Nonprofit Website on Social Media

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Nonprofit websites are essential tools for engaging supporters.

Introduction

Your nonprofit website is the central hub of your digital presence. There, supporters can learn more about your nonprofit’s mission and how they can get involved—from registering for events to donating online. However, if potential supporters aren’t landing on your website, they might miss out on these opportunities or feel uninspired to give.

One of the best ways to navigate around this challenge and bring attention to your website’s content is with social media. You already have an audience that follows your nonprofit on platforms like Instagram and Facebook, so why not use this opportunity to shine a light on your website and turn followers into loyal site visitors

Your team spends plenty of time making compelling landing pages, blog content, visuals, and more to elevate your nonprofit website. Now, you just need the right people to see it. Let’s dive into how you can strategically use social media to increase your site’s visibility.

1. Highlight links in your social media content

Make it as easy as possible for followers to navigate to your website by including links to relevant content throughout your social media. For example, you might share links to your:

  • Homepage
  • Donation page
  • Event registration page
  • Blog posts
  • Volunteer application form

Keep these tips in mind when sharing links on your social media:

  • Use shortened URLs: Long URLs are visually unappealing and can take up too much space. Consider creating shortened versions of your links using free tools like Bitly or TinyURL. You might even create branded shortened links to make them easy for followers to remember.
  • Spotlight critical links in your bio: Including too many links in your bio might deter your audience from taking action, so focus on spotlighting your most important links. In most cases, these will be your homepage (to introduce new supporters to your nonprofit) and donation page (to turn followers into loyal donors). Or, if you’re promoting a specific fundraiser, share sign-up or donation links related to that event.
  • Match links to content: While it might be tempting to include your donation page URL across much of your content, it’s important to adhere to a linking strategy and ensure that the linked content aligns with the context of the post. For example, if you’re spotlighting a long-term volunteer on your page, you might link to your volunteer application form or landing page that describes available volunteer opportunities for prospective supporters.
  • Use clear calls to action: When supporters see links without any context as to what they lead to, they’re less likely to click on them. Accompany your links with clear calls to action that explain the purpose of the link and why supporters should click. For example, a health-based nonprofit might share a photo of a patient they recently helped. Then, in the caption, they could share a link to their donation page on their medical nonprofit website with the call to action “Donate now to help more patients receive life-saving care!”

Keep in mind that each social media platform has different linking features and some are more link-friendly than others. For example, Instagram enables users to add links to their social media bios and stories, but they can’t hyperlink URLs in a post caption unless they’re running a paid advertisement. Alternatively, Facebook lets users create dedicated link posts that show a preview of the linked content, which is ideal for sharing blog content or articles.

Consider where your target audience spends most of their time and leverage that platform’s link-sharing features. That way, you can reach supporters more effectively and increase the chances that they’ll interact with your content and take action.

2. Repurpose content from blog posts

Running a successful marketing strategy across social media and your website can quickly get overwhelming, especially if you’re constantly generating new content for both. Rather than overworking your team, repurpose content from your website’s blog for social media. This also brings more traffic to your blog and inspires followers to explore your website.

Use these tips when sharing blog content from your nonprofit website on social media
  • Use an engaging visual: If you’ve already created a feature image for a blog post, feel free to reuse it and save your team time from having to generate a new graphic. Alternatively, share a stock photo that is related to your blog article and it will catch your audience’s eye. For example, if you’re promoting a blog post that recaps how your last fundraiser performed, you can share a photo of your attendees at the event.
  • Share snippets: In the captions of your social media posts, share teasers about what your blog post covers and pull brief quotes directly from the content. Then, include a compelling call to action like “Click the blog link in our bio to read the full article!”
  • Use relevant hashtags: Hashtags help your nonprofit expand your reach to individuals who may not follow you, but fall within your target demographic. For example, an animal shelter might use the popular hashtag #AdoptDontShop to get its blog content in front of animal lovers who are passionate about adoption. Hashtags help to increase your posts’ visibility, grow your following, and encourage people to check out your website to learn more about your mission.
  • Run polls or surveys: Spark engagement with your blog content by including polls or surveys on your social media. For example, you can ask followers to read the post and then provide feedback, or answer questions with short quizzes to test if they read the full article.

To help your social media content reach as many people as possible, consider partnering with nonprofit influencers. NXUnite defines them as prominent figures with a well-known online presence and expertise in the nonprofit sector. Look for influencers among your board, staff members, volunteers, and loyal donors and request that they repost your content to their followers. Even a local micro-influencer can greatly help your nonprofit gain more exposure!

3. Revamp your nonprofit website

Linking to your website content on social media is only half the battle of increasing supporter and donor engagement. After all, if followers navigate to your content and it’s visually unappealing or inaccessible, you’ll likely have high bounce rates and miss out on key support.

Instead of manually updating your website and dealing with overly complicated technical logistics, work with a dedicated nonprofit content management system (CMS) or website builder. A CMS can help your nonprofit easily elevate your visual design while improving your navigation and user experience—no coding necessary!

Morweb’s guide to nonprofit website builders recommends investing in a solution with the following key features:

  • Drag-and-drop interface: Add custom text, visuals, and more to your website in just moments, with no technical know-how required. This accelerates the website redesign process and ensures anyone on your team can dive right into getting your site in great shape.
  • Ready-to-go website templates: Take the guesswork out of the visual site layout by leveraging a website builder with built-in templates. These templates will already be optimized for user experience and search engines, helping your site to rank on search engine results pages for increased visibility.
  • Built-in accessibility tools: The right CMS will ensure your website fully complies with important regulations, including the Website Content Accessibility Guidelines. Look for a website builder with an accessibility widget so supporters can customize their viewing experience on your website to their needs, such as adjusting the font size or type.

The right website builder should also come with social sharing tools so you can direct traffic from your site back to your social media accounts. For example, you should be able to add social sharing buttons to your donation page so supporters can share your organization’s giving opportunities with friends and family. Setting up a two-way flow of traffic between your social media and website will help keep your audience tapped into your organization at all times!

Conclusion

Your website and your social media are two of the most important marketing tools at your disposal. To grow your reach over time, use these platforms in tandem to support your marketing goals and bring awareness to your campaigns, programs, and more. Be sure to track metrics like social media impressions and page views on your website to assess the impact of your marketing efforts and make adjustments as needed.

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