According to a recent BizRate report, 70 percent of users are on Pinterest to get inspiration for things to buy.
That’s great news for retailers. Your team at Summit Marketing also believes that maintaining a Pinterest page can really pay off for nonprofits, too. After all, according to the same study, the vast majority of people are on Pinterest because they “find it entertaining” and it helps them “keep track of the things I like.”
Pinterest isn’t just about selling. It’s also about building a community that cares about – and shares – your story.
Read on for some tips on making the most of this visually oriented social network.
Why should I use Pinterest?
We know that people use Pinterest to curate images of things they like and desire onto different boards (i.e. Food, Fashion, Vacation, etc). These pins can be uploaded photos, but more often they are plucked from around the web and tied back to product pages.
This means any organization with a website and fresh content can take advantage.
The nice thing about Pinterest from a website-owner perspective, is that all pins are linked to their source. If you want to draw more people to your website, Pinterest is a great way of garnering traffic and potentially increasing your search engine rankings.
Another benefit of Pinterest is that it can cement your brand image. For example, if you want people to view your non-profit as upbeat and impactful, you would probably want to pin inspiring quotes, photos of engaged and active volunteers, videos that show how you’ve bettered the world around you or infographics that show the influence of your Mission. These pins can inspire your followers or influence their perception of your organization.
Five Ways to Use Pinterest for Nonprofit Marketing
1. Create relevant boards. Before you create a board, think about the audience, and what you want to show them about your organization. Whatever you pin though, make sure that it is relevant to your organization’s mission. If you want to tell them about a fundraising event you just held, name a board after the event and start sharing photos. Remember to stay focused on your objective, and bear in mind it’s not a good idea to pin things that aren’t applicable to your organization because it will confuse your followers.
2. Don’t be afraid to get creative. Recipes and crafts are very popular on Pinterest, so don’t be afraid to step out of the box and draw some attention to your organization in a unique way. For example, did you just hold a dinner fundraiser? Share some recipes from that night. Who knows, you might just get some more donors who followed your pins back to your website. Do you have a thrift store or a yearly fashion show to raise money? Pin some craft or fashion ideas with items for sale in the store. Link the pin back to more information on your organization, and include the store address/location.
3. Follow other organizations and network. Pinterest is a social media website, so being social is a good idea. Are there other brands that support your mission or partner with you? Follow their boards. Charities that are helping to solve problems that align with your mission? Show them some support too! Start a board featuring your advisory members’ companies and the charities they support. You can gain more followers and grow your audience in this way as well. Also, repinning their pins is another way to create content on your page and network people between them.
4. Fundraise. If you have products that supporters can purchase to further your mission, show them off on a board. In the past, if you typed the price of the item into the description box, Pinterest would add a price onto the corner of the photo. This feature is no longer available, but don’t let that deter you from promoting your organization’s products and services. Lots of Pinterest users shop as they pin, so a pin that links back to your organization is much appreciated and has the potential to increase sales. In fact, Danny Maloney, CEO and co-founder of PinLeague, a Pinterest marketing company, says the average online sale from a Pinterest user is $179, but only $80 and $69 for Facebook and Twitter, respectively.
If you don’t want to sell specific items, how about posting a photo of a service you offer, such as a meal, and explain that with a donation of a certain amount will provide that critical service. Link the pin to your donations page so a gift can be made, as I did in this pin on behalf of The Salvation Army’s Bed & Bread Club.
Sometimes a powerful visualization of what can be done by your organization is enough to encourage a donation.
5. Add Pinterest to your website. Lastly, at the Pinterest homepage, you can find “goodies.” These are items, such as buttons and widgets, that you can add to your website. Visitors can click “Pin It” buttons that will pin photos from your website to their Pinterest boards. This will create more exposure for your website and your cause.
These are just a few tips, but starting here will get you and your team started on a great path to generating more social media buzz and reaping new followers. Happy pinning!
Looking to add more social power to your nonprofit marketing? Contact the Strategic Fundraising Team at Summit today. Call 1.800.843.7347.
Post authored by Rachel Caldwell, Summit Marketing Copywriter. Connect with us on Twitter: @SummitSocial.