Note: This guest post is from Julie Kelley. Thanks, Julie!

After decades working in the news media, I want to share a few ideas to help nonprofits tell better stories, reach more people, and engage their audiences. 

Specifically, I want to offer a journalist’s take on how to better use social media.

Here’s something that you may not realize about being a journalist: most days I woke up thinking about story ideas and went to bed hoping that I’d have one in the morning.

I was always on the lookout. A lot of times, my inspiration for news stories would come from the world around me. 

Tip 1: Be intrigued by your environment

As a nonprofit, how do you embrace that mindset? Pay attention to what’s physically happening around you.

I serve on the board of the Fairbanks Museum and Planetarium in St. Johnsbury, Vermont.  The museum has amazing visuals for storytelling. However, sometimes it’s the unexpected or a routine task that provides a chance to expand your storytelling.

One day, I was passing by the museum and saw the iconic lion statues that flank our entry path getting a makeover. 

My response: I started taking videos. I asked the guy doing the work who he was and what he was doing. Here’s the TikTok video that I posted on my personal account. 

It has over 600 views, 60-plus likes, and a comment from a fan of the museum. 

Imagine if it had originated from a museum account. The museum would have a direct line to talk with a younger audience and build relationships with potential visitors and donors. 

(Editor’s note: It’s also beneficial when board members like Julie take the initiative.)

Engage your audience. Nonprofits, get active on TikTok or Instagram Reels. My take: TikTok’s editing tools are easier to use.

Tip 2: Seek interesting data

Not long ago, I noticed the museum’s guest book. I started paging through it and thought, “I wonder who came from the farthest away this week?”

Sure enough, it was London, England!  

While visitor numbers are great measurable outcomes for bottom lines and board meetings, the most interesting social conversations start with info that prompts this reaction: “What? Really??”

While writing this post, I stopped by to see where visitors came from this week. Can you guess?

Furthest away: Germany

Most romantic: “Ryan + Taryn. Our anniversary ♥ We love it here!”

Engage your audience.  Include the “Wow factor” in social media content, annual reports, newsletters, e-blasts … and whatever you pitch to the news media. 

Tip 3: Stop overthinking social media

Wouldn’t it be great to post that love note on social media?

Here’s an idea: put out a challenge and see if you can find former visitors, from every state, to comment on the post.

Then add this idea to your social media strategy. Use interesting “data” from the visitor book, each month, to create consistent content.

Engage your audience. Invite them to participate. Ask them to help. Offer contests and quiz questions.

Yes, you need to be active online

Content creation for social media can be overwhelming for nonprofits, especially those with small teams and tight budgets.

However, in today’s world, our efforts to connect with people are often driven by our efforts online.

• 52% of consumers say that they’ve made plans to visit a specific destination based on an image or video they saw from friends, family or peers on social media (STACKLA survey).

• 29% of online donors say that social media is the communication tool that most inspires them to give, followed by email 27%, website 18%, print 12%, TV ads 6% (Global Trends in Giving report).

Keep it simple

Having worked for a nonprofit and served on many boards, I realize that it’s often hard to come up with creative ideas on-demand or find the time to strategize a communications plan. 

My advice: take the first step. Try something, see what works, adapt accordingly. An imperfect, pretty-good message is better than no communication at all.

I hope these three tips can help you by shifting the way you think about key audience engagement.

Want more? Join me!

This Wednesday 9/27, I’ll be hosting THE SCOOP LIVE, an online session to discuss creative approaches to content creation. Join the discussion and get the inside scoop on getting more media attention and creating opportunities to engage key audiences.

Here’s how you can register. I look forward to seeing you!