Social Media Goals for Nonprofits in the New Year

In a few weeks, it’ll be time to take out the party hats, make a list of resolutions and ring in the New Year.

Is your nonprofit ready to make a splash on social media in 2014? Given the fast-paced nature of social media, it’s easy for digital marketing professionals to get lost in the nitty-gritty details of everyday management. But taking a moment to step back from your work to formulate a strong set of social media resolutions for your nonprofit can help tremendously as you enter the New Year.

With that in mind, here are four resolutions that will benefit your organization’s digital marketing plan in 2014.

Review organizational goals

If it’s been a while since you sat down with your marketing team to discuss your organizational goals, the end of the year is a great time to reassess those goals. Has anything changed in the past year that might influence your nonprofit’s goals next year? What is your organization hoping to accomplish in 2014? Once you’ve pinned down the goals, you can begin to think about how to use different social media platforms to support and meet those goals.

A few measurable social media goals that will help your nonprofit build a foundation to meet larger, organizational goals are:

  • Website traffic – page views, unique visits, bounce rates, etc.
  • Fan engagement – clicks, comments, re-tweets, shares, etc.
  • Growth of fan base on platforms
  • Emails collected


Once your organizational and social media goals are in place, it’s time to brainstorm strategy. A few questions to ask yourself and your team:

  • How should we plan to use social media networks and email to help meet our goals? And what types of content do we need to create to  help us reach those goals?
  • What kinds of content performed well for us in 2013? Could we re-purpose any of those posts?
  • Are there new tactics being used by other organizations that we can experiment with or implement?
  • What stories can we tell on social media that will communicate our nonprofit’s mission and encourage users to engage with us?
  • What are the most effective social media tools to expand our audience and connect with supporters?
  • How can our staff and volunteer base help support our goals through their social networks?
  • What upcoming events and campaigns will be incorporated into our goals?
  • Which platforms are we the most successful on?

These questions are all important in creating and implementing an effective nonprofit content strategy and making the most out of all the available digital media resources.


After you’ve begun to implement your social media strategy, get ready to analyze some data to measure your nonprofit’s progress towards its goals. There are two ways to measure success on social media that often go hand in hand: engagement on the platform and engagement off the platform. Both of these measurements include key indicators as to whether or not you are meeting the goals set out by the team – building a vibrant community that supports and engages with your organization’s most important initiatives. Set a benchmark at the beginning of the year and track your progress throughout the year to ensure you’re on track to meet that benchmark.

A few measurement tools to utilize: Google AnalyticsFacebook Insights and any metrics offered by your social media networks. Take the time to decide which metrics help determine the progress towards your goal and be sure not to get bogged down by the sheer amount of data available.

Revisit and Repeat

Now that you’ve put your strategy to the test and measured your successes and failures, complete the circle by heading back to the beginning. The best way to keep your digital strategy fresh and up-to-date with trends is to continually assess your goals, come up with a strategy on how you can meet your goals and figure out what is working and what isn’t working.

These four resolutions will help you make the most out of your nonprofit’s social media presence in the coming year!

Additional resources:

Social media content curation ideas for nonprofits

If you have any questions about setting social media goals for nonprofits, feel free to leave a comment below or reach out to us on Twitter @mediacause.


Blog Photo: Credit


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