Paid vs. organic social media marketing—what’s the right strategy for your charity? In today’s fast-paced digital world, social media has become an integral component of a non-profit’s marketing strategy. With the right approach and execution, it allows organizations to connect with supporters, attract new donors, and drive engagement. However, it’s crucial to have a comprehensive understanding of the different types of social media strategies to optimize their impact, so let’s take a closer look at what these terms mean.
Changing Landscape of Social Media
Social media platforms have evolved into highly competitive marketplaces, where organizations compete for users’ attention. In this pay-to-play environment, the strategic use of paid content has developed as an important tool for non-profits. Paid content provides a distinct advantage over organic content by offering enhanced visibility and a broader reach.
Organic social media marketing comprises posts, images, and videos shared on social media platforms without the use of any paid advertising. These content strategies serve a variety of purposes, primarily aimed at nurturing and deepening relationships with your target audience. However, it’s essential to note that organic strategies often progress at a more gradual pace when it comes to achieving specific objectives. Although they are technically cost-free, they demand a substantial amount of time, experimentation, and experience to yield effective results.
Paid social media marketing, on the other hand, encompasses paid advertisements, including promoted posts, sponsored content, and ads featured on various social media platforms. Through paid social media advertising, non-profit organizations gain the ability to extend their reach to a broader audience and enhance their brand’s visibility significantly. For example, platforms such as Facebook offer non-profits the opportunity to execute targeted advertising campaigns. This precision allows organizations to direct their content toward specific demographics and individuals with particular interests, ensuring that their message reaches precisely the right audience.
Boosted social media content is a type of paid advertising that targets a specific group of followers, rather than a broad audience. By boosting a post, non-profit organizations can ensure that their content is seen by their followers, allowing them to engage with their message more effectively.
The Reality of Paid vs. Organic Social Media Marketing
Recent algorithm changes implemented by major social media platforms have had a significant impact on the organic reach of content. According to HubSpot, as of July 2023, the average engagement rate of an organic Facebook post now ranges from 2.58% to 1.52%.
As a result, non-profit organizations are facing the imperative of adapting to these changes. To maintain visibility and engagement in this altered landscape, it’s becoming increasingly essential for organizations to consider integrating paid advertisements and boosted posts into their strategies. By doing so, they can strategically position themselves to reach their target audiences with precision and continue making a meaningful impact in the digital realm.
Registered charities should strongly consider Google Ad Grants as a valuable resource for their digital marketing efforts. Google Ad Grants offer eligible charities a substantial monthly advertising budget of up to $10,000 on Google’s search engine results pages—for FREE. This generous grant can significantly enhance their online presence and reach. By harnessing the power of Google Ads, organizations can effectively target potential supporters and donors actively searching for relevant causes and information on Google. It’s a strategic way to drive traffic to their websites, increase visibility, and foster greater engagement with their mission.
Charities face a challenging landscape these days, with financial constraints and increased demand for their services, allocating additional funds for advertising can often seem impossible. However, advertising plays a crucial role in supporting the services charities offer. As long as organizations adhere to the program’s rules and remain compliant, they can continue advertising with Google for free indefinitely. Eligibility for the Google Ad Grants program hinges on an organization’s status as a CRA-registered charity. For more information on this program, visit https://www.google.com/grants/.
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