Nonprofits tend to lump all of their constituents into just a few boxes – staff, volunteers, donors and clients.
Within that box, these groups of constituents often get lumped further into just one category. “Our donors aren’t online!” “Our clients don’t want to receive text messages.” “Our staff is not tech-savvy.”
It seems to me that nonprofit social media campaigns are still focused on the numbers game – collecting the most Likes on Facebook, the most Twitter and Pinterest followers and the most views on YouTube.
Building up sheer numbers of Likes and views, without motivating people to take action, is misguided.