Social Media Manager of Non-Profit Persona

Role of The Social Media Manager

Job Title(s): Social Media Manager, Digital Marketing Specialist, Communications Coordinator
Department: Marketing and Communications
Reporting Structure: Reports to the Director of Marketing or Executive Director
Responsibilities:

• Developing and implementing social media strategies to enhance the organization’s online presence.
• Creating engaging content for various social media platforms (e.g., Facebook, Twitter, Instagram, LinkedIn).
• Monitoring social media channels for audience engagement and responding to inquiries and comments.
• Analyzing social media metrics to assess the effectiveness of campaigns and adjusting strategies accordingly.
• Collaborating with other departments to promote events, fundraising campaigns, and volunteer opportunities.
• Staying updated on social media trends and best practices to ensure the organization remains competitive.

Key Performance Indicators:

• Growth in social media followers and engagement rates.
• Number of shares, likes, and comments on posts.
• Website traffic generated from social media platforms.
• Success of fundraising campaigns promoted through social media.
• Audience sentiment and brand perception analysis.

Additional Persona Notes: Focuses on storytelling to connect with the community and promote the non-profit’s mission. Utilizes social media scheduling tools, analytics platforms, and graphic design software to create compelling content.

Goals of A Social Media Manager

Primary Goals:

• Enhance online visibility of the non-profit’s mission and initiatives.
• Increase engagement and interaction with the target audience on social media platforms.
• Drive donations and fundraising efforts through social media campaigns.

Secondary Goals:

• Build partnerships and collaborations through social media outreach.
• Raise awareness about key issues related to the non-profit’s mission.
• Develop a loyal online community of supporters and volunteers.

Success Metrics:

• 15% increase in social media followers across all platforms.
• 25% increase in engagement rates (likes, shares, comments) on posts.
• 30% growth in online donations attributed to social media campaigns.
• 50% increase in event participation through social media promotions.
• Achieve a 10% growth in newsletter sign-ups from social media traffic.

Primary Challenges:

• Limited budget for social media advertising and tools.
• Difficulty in measuring the impact of social media campaigns.
• Staying current with rapidly changing social media trends and algorithms. Secondary Challenges:
• Balancing multiple platforms and content strategies.
• Engaging a diverse audience with varying interests and needs.
• Collaborating with other departments to ensure cohesive messaging. Pain Points:
• Overcoming low organic reach on social media posts.
• Managing time effectively between content creation, engagement, and analysis.
• Addressing negative comments or misinformation about the organization online.

Primary Motivations:

• Raising awareness for the non-profit’s mission and causes.
• Engaging and building a community around the organization’s initiatives.
• Driving donations and support for programs and events.

Secondary Motivations:

• Enhancing the organization’s visibility and reputation.
• Fostering partnerships and collaborations with other organizations.
• Educating the public about relevant social issues.

Drivers:

• Passion for social change and community impact.
• Desire to connect with and inspire supporters and volunteers.
• Commitment to using data-driven strategies to optimize outreach.

Primary Objections:

• Limited budget for social media tools and advertising.
• Concerns about the effectiveness of social media campaigns in driving donations.
• Difficulty in measuring ROI from social media efforts.

Secondary Objections:

• Resistance from leadership regarding the adoption of new social media strategies.
• Challenges in creating engaging content that resonates with the target audience.
• Uncertainty about the best platforms to focus on for maximum impact.

Concerns:

• Maintaining a consistent brand voice across multiple social media channels.
• Managing negative feedback or comments in a public forum.
• Ensuring the alignment of social media efforts with the organization’s overall mission and goals.

Preferred Communication Channels:

• Email for official communications and updates.
• Social media platforms for community engagement and outreach.
• Messaging apps for quick team coordination.
• Video conferencing tools for virtual meetings and collaborations.

Information Sources:

• Non-profit industry blogs and websites.
• Social media marketing webinars and online courses.
• Networking events and conferences focused on non-profits.
• Research reports on social media trends in the non-profit sector.

Influencers:

• Thought leaders in the non-profit sector.
• Successful non-profit social media managers.
• Experts in digital marketing for non-profits.
• Prominent activists and advocates in relevant causes.

Key Messages:

• Inspire change through community involvement.
• Raise awareness for critical social issues.
• Encourage donations to support our mission.
• Highlight the impact of our programs and services.
• Celebrate our volunteers and their contributions.

Tone:

• Empathetic and compassionate.
• Motivational and uplifting.
• Transparent and authentic.

Style:

• Visually engaging with impactful imagery.
• Conversational and relatable.
• Inclusive and community-focused.

Additional Persona Notes: Utilizes social media to build a strong online community and foster relationships with supporters. Engages with followers through interactive content and storytelling.

Online Sources:

• Nonprofit Tech for Good
• Classy Blog
• Network for Good
• Social Media Examiner
• Charity Navigator

Offline Sources:

• Non-profit sector conferences and workshops
• Local community events and fundraisers
• Networking events with other non-profit professionals
• Non-profit board meetings

Industry Sources:

• National Council of Nonprofits
• Charity and non-profit associations
• Philanthropy-focused organizations
• Research organizations specializing in non-profit effectiveness