Your Nonprofit Needs Spokespeople: Will it Be You?
I've heard from a lot of nonprofit leaders object when it comes to being a spokesperson on social media.
I’ve had this conversation in some variation, time and time again:
Me: “Would you be comfortable being on video for your organization's social media?”
Them: “Yeah, but I don't know what I would say.”
Me: “That's okay, that's a separate question we can address later, and trust me, you have plenty to say.”
Them: “Okay, but I don't want to try to be the face of the organization.”
You see, I'm usually working with small organizations. Not small in mission or impact, but in team members.
They may not have a large community to spotlight or the resources to facilitate that just yet, so I look to who could lead the way internally in establishing the organization's presence (especially through video, when possible).
I honestly find this objection so noble and inspiring because that's how organizations are meant to be. They're about building up a community, not centering the leader, so their hearts are 100% in the right place.
But, we're not centering the leader or making it all about them, we are engaging them as a vessel to amplify the mission.
So, today I'm sharing my responses to that objection in case you have ever felt that way. If you were on a consulting call with me, this is exactly what I would tell you:
1. You're not centering yourself by being a spokesperson
Social media today revolves around spokespeople. Every brand has a face, whether you're Duolingo and you have a hilarious and feather-ruffling owl or you're Experience Camps featuring your campers sharing their stories as spokespeople for your mission.
People connect with people, and I believe a lot of nonprofits struggle with building brands that people can connect with because they hesitate to establish those spokespeople. But here's the thing: you can be the face or the voice without making it about yourself.
You can share your story and your expertise, but you can also tell stories about your community, educate about your mission, create the case for support, share behind the scenes of your programming, and thank your supporters in a more personal way.
By being a vessel to amplify your organization's mission, you're bringing people closer to your organization and starting a conversation for others to join in.
2. Your thought leadership can increase awareness and open doors
Your organization has a mission, and an important one, but not everyone knows that. By taking the lead to share online, you can bring awareness to your mission and build a strong, foundational community.
What could happen as a result for your organization?
A local business could learn about your mission and decide to become a sponsor.
An individual in need of your organization's support could learn about valuable resources available to them
An influencer could share your post to their stories to increase reach.
A new donor could sign up with a recurring gift.
A person's heart and mind could be changed.
The possibilities are endless, really, when you raise awareness and open your organization up to relationship building opportunities.
3. Your visibility builds credibility
I'm sure you're aware that trust in nonprofit organizations is decreasing, especially in younger generations.
The 2022 “Trust in Nonprofits” survey of 4,000 participants found that nonprofits are still trusted by 57% of U.S. adults, but Baby Boomers have a far higher trust level of nonprofits than Gen Z adults.
Analysts report that this is largely due to a lack of awareness – younger generations are naturally skeptical since they're aware of traditional marketing tactics and they're distrusting of organizations they don't know much about.
With social media becoming pretty much universal among every generation, but especially if you're looking to cultivate a connection with the rising Gen Z, having a strong presence can really help with building trust and credibility.
Showcasing the people behind the scenes, speaking directly to your audience, and sharing information transparently on social media can all help with this, especially if your organization is just establishing itself.
Additionally, as I shared in a recent blog post, this visibility and trust can boost support for your organization.
29% of online donors say that social media is the communication tool that most inspires them to give, and 55% of people who engage with nonprofits on social media end up taking some sort of action. 59% of those people donate money. Just another cherry on top of awareness.
4. By showing up as a spokesperson, you're inspiring others in your community to follow suit
I always end these consulting calls with a final piece of food for thought, so I'll leave you with the same: Your community members probably have a lot of the same objections that you have to being a spokesperson on social media. Fear of judgement, nervousness on camera, a feeling of not knowing what to say, not wanting it to be all about them. It's a brave act to be a spokesperson online, but we need more people advancing world-changing missions to do it.
Could you be a vessel to amplify your organization's mission?
Can you be a catalyst to inspire others to join you?
Last week's blog post was all about my 3 tips to overcome mental roadblocks getting in the way of knowing what to say on social media. Give it a read if you’re ready to be a spokesperson for your organization’s mission online.
