#refugeecommunity

By Dennis Horan

For nonprofit organizations to improve their reach and expand their audience, it is important for them to have in place a social media plan that they can use to grow their following and gain donors. Their purpose along with their missions will be imperative to the focus of their branding. Their social media channels (Instagram, Facebook & YouTube) should show their following that they are in tune with their purpose and missions. However, the primary goal is to always fundraise, social media often gets overlooked as a way to grow their audience and find new donors, whether they are within the community or from outside the community. 

Taking a look at a local organization based out of Providence, Rhode Island named Beautiful Day  , their current following is mixed with followers from the non profit refugee community and other non profits within the Providence community.  Taking a look at their social media, they have some areas to improve in (followers, likes, and views), especially given what they do for the community, this is a non profit more people should be talking about.  The only way people will donate is if they know and see more about the organization.  

First, let’s take a look at their Instagram profile.  I chose this platform first because I believe this is where they could drastically improve the most.  Instagram is THE social media platform right now and it is a great place for non profits like Beautiful Day to shine a light on what they do within the community.  Currently they have 1.4k followers and as it might seem impressive given their size of the organization. I believe they could improve in this area.  Given the number of followers that they have, the number of likes on each post do not align with their amount of followers.  Combing through their posts about a month back, the most likes I’ve seen on a post was no higher than 37.  Most of their posts come across as advertisements for their products, rather than the work put in behind the product by the refugees.  It’s understandable as to why they have so many posts advertising their product, afterall, they do have a product to sell.  

What I would like to see from Beautiful Day regarding improvements to their Instagram page, videos and influencers. I believe their ads for the products come off a bit bland and conservative.  They could use an influencer's touch providing a testament to how good their product is.  Double that with more video presentations which could provide a creative touch to their feed. Video posts such as reels and stories could also create more engagement from their followers. This will allow them to track things like conversion rate which is an advanced metric, clickthrough rate which is a behavioral metric and their reach which is a channel metric.  If they can somehow improve their posts through my suggestions then I believe they can grow dramatically on the Instagram platform and by doing so they can gain more donors to their organization.