This article from the Nonprofit Quarterly is a treasure trove of examples of how 26 small organizations respond to the challenges and constraints they encounter with their uses of social media for organizing and engagement.
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Why share 'Social for Small Non-Profits' instead of big company examples? Because much social media advice is either for B2C or global B2B with big budgets and teams of specialists. For Asia Pacific B2B organisations, especially those without large marketing or even large Business Development (BD) teams, or budgets, I believe there are three lessons directly applicable from small nonprofits.
Here's why...
1/ Nonprofits have to operate 'lean' - at Shipley, we love the principles of lean, especially as applied to winning work processes. For us lean is about innovation, making do with 'less is more'. Lean is not just throwing money at a situation. Lean is smarter, not harder. Test & Refine, only use or do what works. Nonprofits' use of social media is a great example of value for money in action.
2/ Nonprofits are all about trust. Winning work is all about trust. Building trust, maintaining trust - so social has to be genuine, not some marketing exercise. Your intent has to be right. Connections and offerings to help have to be legitimate - not about marketing spin or hype. Great B2B companies know this, and their leaders and practitioners already live by these principles. Nonprofits' use of social media is a great example of a trust-based connection to follow here.
3/ Nonprofits are all about understanding, connecting and influencing multiple stakeholders, often with very different issues and needs. Just like complex B2B contracts, deals and relationships. So look at these examples to see how others have attempted to listen, align and work with complex stakeholders. What lessons for your B2B situation can you pick up from these nonprofits examples?