Instagram for NPOs: advice on promotion

Instagram is not only a social network, but also a tool with which you can construct the image of your organization. More than 86% of the largest companies use Instagram to promote their products. We tell how NPO can work effectively with this social network.

“I would really like NPO to remember that the main thing in social media is visual content. People can perceive visual information 60,000 times faster than the text, so it is important that your message on social networks contains a suitable image that attracts attention. ” Brian Hingman, Digital Marketing Executive, Marc Ecko Enterprises

We analyzed the most successful examples of promoting NPOs on Instagram and identified important recommendations that will help you actively promote your projects, ideas and organization in this social network.

We do it right away

Profile information. Start working by filling out the account of the account.

1. Download a photo of your brand/logo.
2. Add information about the activities of your organization and the goals that you pursue.
3. Try to formulate ideas concisely and clearly.
4. Place the link to the company's website.

The functioning of the profile

• Pay attention to privacy outstands: publications should be available to all users.
• Decide at what frequency you will make publications. For example, Charity: Water make posts once a day, and Robin Hood Foundation - 2-3 times a week, uploading several photos at once.
• The most favorable time: 8.00 - 11.00 - morning traffic jams on the way to work; 13.00 - 15.00 - lunch break; 20.00 - 00.00 - idleness after work/study.
• Set up the automatic integration of photos from Instagram on Facebook and other social networks, so you will see more users.
• Messages with at least one hashtag show 12.6% more user involvement (source - Simply Measured). Do not use a lot of hashtags, the optimal amount is 2-3. They can indicate, for example, the name of your brand, a unique hashtag for a separate action/ event, at which people will post their photo reports.
• Develop a unique accounting of accounts in all social networks: vocabulary, the visual series should be presented in the same style. This will increase the recognition of your page in the tape.

Profile content

• Lay out reports on events, shares of your organization.
• Try to visualize the values ​​and mission of the organization. This can be done, presenting the facts and statistics on the problematic topics that the company is engaged in.

Today on #cwcampaignwelove, Two World-Traveling StoryTellers, @finnharries and @jackharies From @jacksgap Are Turning 22 and Asking Their Community TO Celebrate by Helping Bring Clean Water to People in Need. Check Out Their Entire Story at Charitywater.org/blog Photo: @kevinwonka

Photo published by Charity: Water (@Charitywater) May 13 2015 at 10:51 pdt

Focusing on the principles of the company using quotes of famous people, aphorisms, excerpts from popular works.

“Before I Found Out He Was in Show Hope's Care, I COULDNIT FIGURA OUT HE COLD Be so Trusting and Loving. How different he even survive? THEN, KNOWING HE WAS CARED for By Show Hope, It All Made Sense. He Knew What It Felt Like to Be Loved ... to Matter. " - Megan, Mom of Julian from Maria's Big House of Hope ❤️

Photo published Show Hope (@showhope) Jun 17 2015 at 8:09 pdt

Describe the achieved results.

Last year We Invested $ 133 Million in #rhfunded Orgs to Fight Poverty in #NYC. View OUR 2014 Annual Report Here: 2014.robinhood.org

Photo published by Robin Hood (@robinhoodnyc) Mar 30 2015 at 11:38 pdt

It is important that publications express a single idea, be colorful and memorable.

Involve subscribers to the life of the organization. Share the impressions and stories of the company's life. Feel free to introduce users to your office everyday life and a rich weekend, like the Keep A Breast team, which rejoice at joint campaigns in Disneyland.

#Fbf in Honor of the #PTVLOVESKAB FUNDRAISING CAMPAIGN with @PierCetheveil here's a cool Photo of PTV for the KEEP A BREAST MAGAZINE in 2010.

Photo published Keep a Breast Foundation (@keepabreast) Jun 12 2015 at 3:11 pdt

Do not forget to talk about volunteers and partners.

In the publications, use mention with @, creating the image of personal communication. On average, the publication that includes another user marker in the signature receive 56% more active involvement (source - Simply Measined). Robin Hood Foundation devotes separate posts with gratitude to participants in charity events.

#Repost from @rhpyt OUR #RHPYT's HELPED RepACK HUNDREDS of PUNDS OF FOOD AT @Cityharvestnyc Last Night. What a Great Hands-on Experience!

Photo published by Robin Hood (@Robinhoodnyc) Noah 21 2014 at 10:28 PST

Talk about your wards.

The team of the Hope Hope -orphans Fund is shared even by the very first successes in the life of the wards - the first independent steps.

One of the Most Anticipated Milestones in A Child's Life is the Moment They Their First Steps. While Visiting Our Zhengzhou Care Center, We Watched Sweet Cannan Take His First Steps! He Was So Proud of Himself While His Nanny Cheered Him on. Visit The Link in Our Profile to Read ABOUT THIS VERY SPECIAL MOMENT!

Photo published Show Hope (@showhope) Mar 13 2015 at 9:24 PDT

Establish contact with the audience: create discussions, conduct polls. Let the subscribers share experience, express your opinion.

9 years ago Today, @jonforeman of @dailyfoot Wore the First Twloha Shirt. What's Your Favorite Twloha Memory? #Twloha9

Photo published to Write Love on Her Arms. (@twloha) Mar 30 2015 at 1:12 pdt

Carry out photo contests, voting, flash mobs - this is an opportunity to get a large number of new subscribers or just draw all attention to your company.

So, the Charity project: Water, together with Beautiful Destination, held a competition of art photographs, which captured water landscapes. The winner won the trip to India.

We're Excited to Announce That The Winner from the Final Day of the @beifuldestinations Contest Isnape. Congratulations, Callum! And Huge THK YOU TO EVERYONE Who Participated in the Contest! We Receved More than 35,000 Submissions and Were Genuine Blown Away by Your Talent. Best of All, EVERY OF I HELPED us remind the world that #748Million People Still Lack Access to Clean Water. Thank you for that.

Photo published by Charity: Water (@Charitywater) Mar 27 2015 at 4:15 pdt

Use information reasons. For example, congratulate your subscribers on the holiday.

Thanks to all the Moms and for all that they do! Happy #MoThersday photo published Robin Hood (@Robinhoodnyc) May 10 2015 at 8:10 pdt

Use the special section Instagram for Business .

Here you will find tips on developing a strategy for promoting your brand and examples of successful campaigns.