Define Social’s Role in Your Communications Strategy

Consider how you will connect your organization’s social media efforts to your website and blog, email marketing, event promotions and any other content you share online.

Determine What You Want to Accomplish

1. Engaging community
2. Retaining donors
3. Acquiring donors
4. Generating brand awareness
5. Building thought leadership

“As an organization that’s had a $0 ad and marketing budget since day one, we invested in social early on,” Odhner said. “And we love social for what it does best: strengthening our community of supporters.”

http://sproutsocial.com/insights/nonprofit-social-media-guide/

Identify Your Target Audience

As in normal everyday social interaction, listening is just as – if not more important a skill than speaking. The same applies here. We must develop our messages and posts based on our audience’s feedback. But first, we must first define the audience is that we seek to reach.

To learn about the demographic makeup of your current social media following, you can use native analytics on platforms like Twitter and Facebook or use a social media management tool.

Then develop an audience persona. In fact, make 3 of them, that would be representations of your ideal target audience.

Create a Content Strategy