How the ACLU Handles Haters in Social Media

Social For Social Justice

Social media marketing isn’t just for private, for-profit businesses anymore. It has become an essential item in the toolkit for nonprofits looking to share their mission, increase impact, and recruit members across the country and beyond.
However, social justice organizations such as the ACLU can find it difficult to balance a planned social media calendar while maintaining the flexibility to respond immediately to current news and events. Diana has discovered that not only is it possible to walk the line between news and campaigns on social, but also that it’s an incredibly effective vehicle for cultivating new members and retaining donors.
Nonprofit organizations that leverage the power of organic social with a boost from paid can significantly increase their reach and exposure in such a way that attracts new donors and reinforces the commitment of existing members.
Additionally, being able to present your ongoing work alongside the organization’s responses to crises quickly, effectively, and without the burden of postage or printing is a huge cost benefit for non-profits.

In This Episode

• How an overactive social presence for an advocacy organization leads to new donors and reaffirming the commitment of existing members
• Why the rise of social means a new age for non-profit fundraising
• How the social activism boom leads to a unique opportunity for nonprofits to quickly and easily share their message far and wide
• Why using social wisely means being critical of every new tool or feature that hits the market

Quotes From This Episode

“I’m in constant contact with my colleagues in the states, working with their social channels, and we elevate their content, and vice-versa.” —@dianascholl
“We’ve found an interesting sweet spot between being a news outlet and being an advocacy organization.” —@dianascholl
People are coming to our social platforms to see what we have to say. Click To Tweet
“We value speed, but we value accuracy more.” —@dianascholl
“Our legal and legislative staff have seen the power of social media, and what a way it is to get information and get people mobilized.” —@dianascholl
Social media brings donors in, but it also fortifies their membership. Click To Tweet
“Social is definitely part of the equation for raising money.” —@dianascholl
“I don’t think we would have seen these protests spreading if it wasn’t for social media because it’s making people feel part of the story, and wanting to be part of it… the same people who live online also live offline.” —@dianascholl
Because we have such great organic reach, we use paid as a way to expand that. Click To Tweet
“Even though Tumblr is not seeing the growth that some other platforms are seeing, it still has a very active, engaged young audience that’s very committed to social justice.” —@dianascholl
“Right now we’re a driver of conversations, so sometimes the fact that we have 3.5 million social followers, we both listen to what the conversation is, and we help start some of these conversations.” —@dianascholl
“When folks come to me saying they want something done on social, I always say, “What is the goal? Who is the audience?” I will always start with that.” —@dianascholl

Resources

• Diana Scholl on Twitter: @dianascholl
• ACLU on Facebook, Twitter, YouTube, and Instagram