Beyond Like and Follow: Engaging Nonprofit Supporters Through Social Media

By Maria Johnston
Senior Designer, MSDS

Facebook, Twitter & Pinterest are changing the face of supporter engagement and the road that leads to the most desirable form of participation—donations. So far, most nonprofits have responded to the challenge by including social media as just another outreach tool in a crowded kit that includes direct mail, PSAs, personal outreach, and more.

But social media isn't just another channel. It's a full-fledged platform for audience engagement that facilitates increasing levels of participation over a period of time—that is, if organizations can move beyond the paradigm of "like," "follow" "share" and "tweet," and begin building a brand experience that creates a deeper connection that allows nonprofits to innovate around their audience.

          Read more: