Tips for getting leadership buy-in on your nonprofit social media strategy

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Even when people aren’t clicking links on social, we know it’s one of many channels where we’re asking them to take action. It’s contributing to the performance of other digital channels, like email marketing.

Rachael Goulet: Does leadership understand how your hungary b2b leads team goals funnel up to your overall mission?

Meghan Nguyen: We’re lucky. We’re a large, well-known nonprofit. We have a lot of resources, and our leaders understand the power of social. They know how social media can translate to dollars, and how it can have a meaningful impact in the space of social justice, including galvanizing our followers to call legislators or sign petitions.

Ryane Ridenour: In the nonprofit space, social media can be trivialized, even though we’re meeting people where they are. Nonprofits are forced to be scrappy because most of our resources are allocated to the mission.

Rachael Goulet: How do you get buy-in from stakeholders? What kind of performance reports or summaries resonate with them?

Ryane Ridenour: Sprout Social helps us tell a cohesive story of our data across platforms. We can see what’s working and what’s not, which helps us demonstrate impact and secure buy-in. In the past, we would only report on bigger moments (i.e., campaigns), but now we’ve gotten to the point where we send weekly reports of audience trends, video views, engagements and more. The reports link to our top performing posts. It helps us illustrate where we should invest resources.

Sprout Social's cross-network post performance report that shows the total number of engagements and by engagement type.
Meghan Nguyen: We prioritize getting everyone on the same page. We have weekly meetings with leaders on our team, and regular meetings with our executives. We demonstrate our ROI through presentations that clearly illustrate concrete impact.