Makarand Utpat

Find Your Non-Profit Tribe and Keep Them Engaged with Social Media

Social Media is a fairly young medium. Corporations are getting better and better at using social media for marketing and loyalty programs. However, the non-profit world has not yet come to understand the full measure of how social media can work to help not only attract those passionate about their causes, but also to keep these passionate people engaged.

While many of the most forward thinking non-profit organizations are making a difference in the world with the help of social media, there are many that are holding on to the old world. I recently watched an interview at that was filmed in 2012 with David Batstone, founder of Not For Sale, a non-profit dedicated to putting an end to modern slavery. Batstone has discovered and helped create ways to track how well his non-profit is doing the job of making a difference. You might find this interview inspiring. Check in out at:


Connect With Your Tribe

As a result of social media and YouTube, people are inundated with global causes that pull at their heartstrings. A different day, a different cause creates scattered attention. As pointed out in the Batstone interview, awareness alone does not change the world. What you want to do is to hone in on those for whom your cause has an emotional tug. And as Batstone says, you want to find your tribe. Then, you must give your tribal members a way to become engaged with your cause.

When people have a heartfelt connection with a cause they are more likely to be real tribe members. After all, just about everyone wants to feel like they are part of something bigger than they are. One thing to keep in mind though, is that your non-profit’s cause is not going to appeal to everyone across the board. This makes your tribe very important.


Find The Right Ways to Engage Socially

There are right ways and wrong ways to use social media. You might have to struggle through the wrong use of social media to get to the right way for you. But, whatever your non-profit is dedicated to, it is imperative to find ways to keep your donors, volunteers and followers engaged. In this day and age this must become your number 1 priority with social media. And social media is one of the most powerful ways to accomplish this task.

You don’t use social media simply for fund raising activities. This is the major blind spot that keeps non-profits from moving forward. Social media is a way to have a conversation. It is a way to establish common ground. The money will come when you have a consistent presence.



If you would like to explore the various ways the powerful use of social media can help your non-profit, give my office a call.