It can be hard to distinguish what form of social media marketing is relevant for nonprofits. I follow a smorgasbord of organizations, so I notice a lot of different marketing tactics. I was especially observant of nonprofit tactics after reading an article on Forbes, "How To Create More Effective Nonprofit Social Media Content".
The author, who is also the founder of Open To Hope Organization, Dr. Gloria Horsley says that there are two types of content that are more successful than others.
The first one is "content that asks". This is when you post something that encourages input from your followers. Because it allows your followers to participate in your organization, it is more memorable and encourages more feedback from your audience. The article lists a few examples of this content, if you're interested in learning more.
The second type that Horsley suggests is "content that informs". This is because people often seek out a social media page because they want more information about what an organization does. By providing content that gives your audience updates about projects, notifications about fundraisers, and more details into the work that you do you are providing context that a simple google search does not.
Although these are not the only social media marketing tactics useful for nonprofits, I found this article very helpful in analyzing the ways that nonprofits use social media. I am interested to analyze more social media tactics that encourage donation and action.