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The Ultimate Guide to Instagram for Small Nonprofits
By: Julia Campbell,President of JC Social Marketing
CONTENTS
WHY INSTAGRAM?
10 SPECIFIC WAYS TO USE INSTAGRAM TO RAISE MONEY AND AWARENESS FOR YOUR
CAUSE
0203
HOW YOUR NONPROFIT CAN GET STARTED ON INSTAGRAM
01
J ulia Campbell, President of J Campbell Social Marketing, is your friendly neighborhood nonprofit digital marketing and online fundraising strategist!
She increases the clarity, confidence, and capacity of nonprofits in the areas of social media marketing and online fundraising. She believes in what she does. She firmly believes in the power of technology and online tools to help nonprofits tell their stories, to connect with stakeholders, and to advocate on behalf of clients. She understands nonprofits and the unique challenges they confront. She has been a one person Development and Marketing Department, a volunteer and a Board Member. Having spent her career in the nonprofit and public sectors, she understands the specific obstacles that marketing and fundraising professionals face every day – isolation, wearing multiple hats, high expectations, and increasing responsibilities. She knows what she’s doing. She doesn’t just play around on social media for fun. She attends conferences, reads blogs, takes webinars and reads relevant publications to constantly be on top of all the changes in the social media and nonprofit landscape. She is also a published author. She focuses her work with nonprofit organizations. This allows her to specialize and focus on the unique needs of the third sector. The lack of capacity, support and resources available for nonprofits in the area of digital marketing and social media is the reason she started her business. J Campbell Social Marketing was founded in 2010 – built for nonprofits as a way to enable them to reach their goals using digital marketing and social media. She won’t sell you on social media if you aren’t ready. Her goals are to help nonprofit professionals stay focused, gain confidence, and get organized. She gets it. It’s tough out there. Many nonprofits do not have the money to employ full or part-time fundraising and marketing staff people. That’s why she offers comprehensive training to get your social media efforts up and running and to fully prepare you to sustain these efforts after the engagement.
Meet the Author
Instagram is incredibly popular and growing!
• Over 500 million active monthly users.• Instagram users have shared over 40 billion photos to date and
share an average of 95 million photos and videos per day. • Instagram is used by 31% of American women and 24% of men.
• 75% of Instagram users take action, such as visiting a website, afterlooking at an Instagram advertising post.
• Posts with at least one hashtag average 12.6% more engagement.Source
INSTAGRAM STATSEXPLOSIVE GROWTH
01.
WHY INSTAGRAM?
Instagram is one of the best social media platforms for engagement, not just views!
• Forbes analyzed the top 50 global brands, and Instagram remains the undisputed king of per-follower interaction and engagement rate.
• 2.2% for Instagram vs. 0.22% for Facebook!
Source
INSTAGRAM STATSABOVE AVERAGE ENGAGEMENT
02.H O W Y O U R
N O N P R O F I T C A N G E T S T A R T E D O N
I N S T A G R A M
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HOW YOUR NONPROFIT CAN GET STARTED ON INSTAGRAM
TIPS & TRICKSWHEN GETTING STARTED
Here's how you get started!
• You must have a smart phone or tablet to access all the features of Instagram.• Desktop access and use is very limited.• Download the free Instagram app from the app store on your phone or
mobile device.
You can add and access multiple Instagram profiles from the app!
To add multiple Instagram profiles:• Go to your profile and tap the Settings icon in the top right of the screen.• Scroll to the bottom and tap Add Account.• Enter the username and password of the account you’d like to add.• You can add up to 5 accounts.
To switch between accounts that you have already added:• Go to your profile.• Tap your username at the top of the screen.• Tap the account you’d like to switch to.
HOW TO SET UP YOUR INSTAGRAM BUSINESS PROFILE
If you have a personal Instagram profile for your nonprofit, you need to switch over to a free business profile on Instagram:
1. Go to your profile (not the main home feed) and tap the Settings icon.2. Tap Switch to Business Profile.3. On the Connect Your Facebook Page screen, you'll see all of the
Facebook Pages on which you are an admin.4. Select the Facebook Page you would like to link to your Business
Profile on Instagram.5. On the Set Up Your Business Profile page, review your nonprofit’s
contact information, make any changes, and tap Done.6. You can edit at any time.
*Note: Currently, a Business Profile on Instagram can only beconnected to a single Facebook Page, and not a Facebook Personal Profile.
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HOW YOUR NONPROFIT CAN GET STARTED ON INSTAGRAM
ADD CONTACT INFOFOR ADDED BENEFITS
When you set up your free Instagram Business Profile:
• You now have the ability to add a phone number, an email address and your physical address.
• You must include at least 1 contact option.• When you add contact information, a Contact button will appear near the
top of your profile.• When people click that button, they will see options like Get Directions, Call
and Email, depending on the contact information you provided.
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HOW YOUR NONPROFIT CAN GET STARTED ON INSTAGRAM
USE INSIGHTSFOR ANALYSIS & IMPROVEMENTS
Business Profiles have access to Instagram insights, which will help your nonprofit learn more about your followers and how much your audience
engages with your content.
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HOW YOUR NONPROFIT CAN GET STARTED ON INSTAGRAM
USE INSIGHTSFOR ANALYSIS & IMPROVEMENTS
instagram insights include: IMPRESSIONS: Total number of times your post was seen. A single individual
may see your post numerous times. Each time they see it, it counts as one Impression.
REACH: Number of unique accounts who saw your post. WEBSITE CLICKS: Number of accounts that have tapped the website link on
your Business Profile.FOLLOWER ACTIVITY: Average times your followers are on Instagram on a
typical day.
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HOW YOUR NONPROFIT CAN GET STARTED ON INSTAGRAM
These Insights will help you improve your posts on Instagram to get even more followers and engagement!
COMPLETE PROFILESGET MORE FOLLOWERS
How to complete your Instagram business profile set up!
• Add a clear profile photo.• Pick a clear image that can be seen in a tiny thumbnail – think about mobile devices!
• Remember that people like to connect with a face rather than a logo.• The Instagram profile picture size is a mere 110×110 pixels on desktop.
• You can upload any size image, and scale and crop as you wish.
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HOW YOUR NONPROFIT CAN GET STARTED ON INSTAGRAM
COMPLETE PROFILESGET MORE FOLLOWERS
To complete your Instagram business profile set up: Write a great bio. Be brief and be clear. Use keywords or 1-2 hashtags. Add emojis for visual appeal. Use the link in your bio strategically. Consider creating a call to action, rather than simply linking to the homepage of your website.
Example: Sign up for our newsletter, get tickets, support our work, watch this video
02.
HOW YOUR NONPROFIT CAN GET STARTED ON INSTAGRAM
03.1 0 W A Y S T O R A I S E
M O N E Y & A W A R E N E S S F O R Y O U R C A U S E
03.
10 WAYS TO RAISE MONEY & AWARENESS FOR YOUR CAUSE
EYE-CATCHING PHOTOSTHE KEY TO INSTAGRAM SUCCESS
• Ensure that the lighting is bright and photo is clear.
• Colorful photos work best.• Use interesting angles.• When shooting people or animals,
have a bit of energy in the shot.
• Experiment with high-to-low or low-to-high shots, rather than straight on.
• Use apps like Boomerang and Hyperlapse to create movement inyour posts that will catch the eye.
TIPS FOR POSTING EYE-CATCHING PHOTOS:
ENGAGING CAPTIONSDRIVE PEOPLE TO ACTION
• Image Caption: 2,200 characters max, but it cuts off in users' feeds after 3 lines of text.
• Know your audience and identify your brand voice (two bigger conversations that need to happen).
• Will my audience understand this reference?• Are emojis and “netspeak” appropriate to use here? ̄\_(ツ)_/ ̄• Put the most important words at the beginning of your caption.• Put @mentions (when you tag another Instagram profile) at the end, or tag
people within the photo.• Put hashtags at the end of the caption or in a comment if you would rather them
not be in the caption itself.• Hook the reader in and get them to read more, or comment, or tag a friend, or
like the photo – whatever it is you want them to do when they see this photo.• Ask a question – could be a yes/no, skill-testing, educational, open-ended
question.• Catch their eye with the photo and elicit engagement with the caption.
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10 WAYS TO RAISE MONEY & AWARENESS FOR YOUR CAUSE
#HASHTAGSHOW TO USE THEM RIGHT
Hashtags are used widely on Instagram and will help you get your posts and your profile in front of people who do not know you.
Hashtags filter out posts by topics and provide a richer experience to Instagram users.
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10 WAYS TO RAISE MONEY & AWARENESS FOR YOUR CAUSE
So, what’s a hashtag anyway?
Instagram posts with at least one hashtag get 12.6% more engagement than those with none (SimplyMeasured.com)
Did you know?
#HASHTAGSHOW TO USE THEM RIGHT
How to strategically use hashtags on Instagram:
• Use with your own social media campaigns so you can see who is participating – Examples of nonprofit campaigns include #ShareYourEars, #WeAreGreenbelt, #AgeAdventurously
• Use a combination of popular hashtags and specific ones for your audience, your photo, and your industry/field.
• Look at what your competition or partners are using.• Do some research – hashtags that are used on Instagram may not be the same as
the ones used on Twitter and other social media sites.
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10 WAYS TO RAISE MONEY & AWARENESS FOR YOUR CAUSE
HootSuiteHashtagifyInstagram Hashtag Contest Winner PickerInstagram Analytics by TINT
TalkwalkerRiteTagMentionHashtrackingWhat the Trend
Free and low-cost tools to find and track popular hashtags:
CREATE VIDEOSTHINK OF YOUR AUDIENCE
How to create a great Instagram video:• Determine what you want to share – what is the message of the video? • What will be interesting to your audience? • Make sure the sound is good and there is no copyrighted music playing in
the background. • Make sure the lighting is bright. • Share behind-the-scenes footage, in the field, news, and announcements.*EXAMPLE
CREATE VIDEOS2 WAYS TO SHARE VIDEOS
1. Record a video right inside the Instagram app. • You can stop and go during the video, change your positioning, no
editing required. • Videos can be up to 60 seconds.
2. Record a video from your phone and upload it to Instagram. • You can also use third-party apps like PicPlayPost or Videohance
(iTunes or GooglePlay). • Or use another video editing tool to do text overlay, stickers, effects,
like Snapchat.
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10 WAYS TO RAISE MONEY & AWARENESS FOR YOUR CAUSE
INSTAGRAM STORIES GONE IN 24 HOURS
Instagram has described its new Stories feature as something that lets you "share all the moments of your day, not just the ones you want to keep on your profile".The feature enables you to share multiple photos and videos, and they appear together in a slideshow format.These photos and videos will disappear after 24 hours.You can add text and doodles to your photos and videos.
How to start:Tap the camera button in the top left of your screen or swipe right from anywhere in your Instagram Feed.Then, tap or long press the record button at the bottom to take a photo or video, respectively.You can also tap Boomerang to take burst photos that loop forward or backward, and you can swipe left to go hands-free.Once done, tap the doodle, text, or sticker icons to add effects.Once you're finished editing, save your creation to your phone or tap the + circle icon to share it to your story.
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10 WAYS TO RAISE MONEY & AWARENESS FOR YOUR CAUSE
What are Instagram Stories?
INSTAGRAM STORIES LIVE VIDEO & BOOMERANG
How your nonprofit create and share great Instagram stories:• Show a “day in the life” of your nonprofit.
• Short how-to or informational and education articles.• Promote your other social networks.
• Promote your website.• Announce your online fundraising campaign.
• Use Boomerang to create visual interest with movement.• Use humor.
• Use live video for special announcements or go live from the field.
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10 WAYS TO RAISE MONEY & AWARENESS FOR YOUR CAUSE
INSTAGRAM STORIES DO SOMETHING.ORG
DoSomething.org shared text images on their story to draw attention to an issue and urge users to help out.
This call-to-action is tied directly to their mission and takes full advantage of the messaging feature.
Check out DoSomething.org's Instagram Here
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10 WAYS TO RAISE MONEY & AWARENESS FOR YOUR CAUSE
Example:
INSTAGRAM STORIES NEW STORY
New Story used the new feature to showcase the work they do, building homes for communities in need, and the impact, improving the lives of the
people in the community.
Check out New Story's Instagram Here
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10 WAYS TO RAISE MONEY & AWARENESS FOR YOUR CAUSE
Example:
GET WEBSITE TRAFFIC WITH LINK IN BIO
Promote your website and encourage your Instagram users to go to your website by inserting CTAs (calls-to-action) in your posts.
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10 WAYS TO RAISE MONEY & AWARENESS FOR YOUR CAUSE
PROMOTE CAMPAIGNSPOST UPDATES & ASKS
Promote your fundraising campaigns using graphics, visuals, videos, and photos on Instagram. Provide frequent updates on the campaign.
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10 WAYS TO RAISE MONEY & AWARENESS FOR YOUR CAUSE
ENCOURAGE USERSTO GIVE VIA TEXT
Promote your text-to-give donation function in your Instagram posts. The majority of Instagram users are accessing the platform from the mobile app, so meet them where they are and give them an opportunity to make an
immediate difference!
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10 WAYS TO RAISE MONEY & AWARENESS FOR YOUR CAUSE
SHOW DONORS LOVE THANK THEM FREQUENTLY
Your donors like to feel acknowledged and cherished. Create colorful graphics and photo overlays to let them know you appreciate them.
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10 WAYS TO RAISE MONEY & AWARENESS FOR YOUR CAUSE
GIVE A GLIMPSE GO BEHIND-THE-SCENES
Instagram users love exclusive behind-the-scenes glimpses into what life is like on a daily basis. No need to be glamorous or formal – just take your phone and snap away in your office, in a program, or in the field!
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10 WAYS TO RAISE MONEY & AWARENESS FOR YOUR CAUSE
Contact Julia Campbell at :Email: [email protected]: www.jcsocialmarketing.com
Good luck promoting your nonprofit and raising awareness on Instagram.
Thanks forReading!
For more from Julia Campbell, follow JC Social Marketing on Social Media
