User-Generated Content Strategy for Nonprofits in 2024

Nonprofits have been using the power of User-Generated Content for years to promote their cause. Here’s how you can take advantage of your community’s desire to help.

A non-profit’s marketing strategy is one of the most essential features. It could be the reason why your organization does or doesn’t forge a trusting relationship with your audience, donors or the community. This means that your entire marketing strategy should be placed on promoting your brand and building trust with your community.

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In order to really make your marketing strategy a great one, you need to use User Generated Content (UGC). This ensures that relevant traffic will be driven to your site, engage your online audience and increase the number of donations you receive – which is the primary goal, after all.

UGC is super powerful, with the potential to completely change how your organization appears online. Here’s exactly how you can integrate user-generated content, turning it into a promotion for your non-profit.

What is user-generated content?

Let’s begin with the basics – just what is UGC? In its simplest terms, it is content that has been created by unpaid contributors or, in better words fans and followers. This can be anything from pictures, videos, blog posts, tweets, reviews and anything and everything you can think of.

It’s simply the act of the online users, that aren’t directly involved or employed by the brand, free, effective promotion.

It might seem like another one of the ever-growing marketing terms, but UGC has actually been used for the majority of internet life. We can chase it right back to 2009 when Burberry asked all their fans to upload pictures of themselves wearing their iconic trench coat.

Burberry picked their favorites and showcased them on their Facebook page. The fact is, it works.

“Word of mouth is still one of the most powerful tools for brands, even in a digital age. When people are deciding where their money will go, it’s easy to understand why UGC is so important.” — Amanda Sparks, digital marketer and author of TopDownWriter.

What can User-Generated Content be used for?

Now that we know just how powerful UGC can be, we need to know just what to do with all that power. It’s not that easy and, surprisingly, takes a lot of effort from the marketing team. Building a strong community, that will engage with your brand requires unique content, regular updates, and exciting engagement.

Research shows that 84% of millennials said that UGC has influenced them to make purchases or donations on non-profit sites.

With this in mind, not only can UGC be used to build up a following, create more marketing collateral, and attract more traffic, but it could also lead to more revenue. Isn’t that just incredible? Launching dedicated user-generated content apps makes it easy for customers to create and submit visual content anytime, anywhere. Purpose-built user-generated content apps with intuitive mobile tools empower users to become authentic brand ambassadors at scale.

People love to share

It’s crucial that you also understand why consumers share. With this knowledge, you’ll be able to accurately predict which content will entice people into sharing, liking and engaging.

It boils down to simple psychology – people love to tell other people what they’re doing, supporting and spending their money on. We’re social creatures. Here are just a few reasons why people share content online.

Contribution– Humans love to play a part in contributing to something bigger and more worthwhile. They love feeling more attached and fulfilled. This would explain why so many people sign petitions online.
Their own personal brand– Social media has given every individual their own “brand” if you like. When people share something, they want people to know that there are attached to it, in some way.
The social contest – It might not be the most selfless of reasons, but it’s natural. Social media has given us all easy access to bragging rights. People are in a constant battle with others to be better.
The goodwill – Our personal favorite reason, especially for non-profits. Humans, in general, are inherently good natured. We want to help others, we want to spread the word about good organizations, and show support for those doing amazing things.

With these factors in mind, you can start to consider just what content you can create to create a successful UGC campaign.

How can non-profits encourage people to create and share content?

Be on the same platforms as your target audience

What social media platforms are you using? You don’t have to be using them all, but maybe it’s time to wander outside of your comfort zone. Do a little bit of research, find out where your demographic is, what platforms they’re using and where your new customers are coming from.

“It’s always a good idea to be on the main three social media platforms: Facebook, Twitter, and Instagram. Most people will tag brands and businesses in their media related to an organization. If you’re not on social media, it’s just a missed opportunity.” — Alan McGill, senior marketing manager at Top Australia Writers.

Hashtag campaigns

If you already have a devoted set of followers, it might be time to start a hashtag campaign. This is simply where you encourage your audience to use a specific, unique hashtag. This could result in your social channels and consequently, your organization, to be pushed to the top of trending pages.

This is a really great way to appear in the feeds of new people. This will increase your followers, traffic and, hopefully, profit.

This is also a super way to engage with your existing followers, letting them know that you appreciate them. Reposting their photos or videos, with the designated hashtag, will create a real relationship.

Create a contest

Everybody loves free stuff, people love winning and most people love a contest. You’ve more than likely seen and even participated in a social network competition – they really do entice people.

To do this, simply create a post that offers something great, establish some guidelines and wait for the reaction. Perhaps the rules could be “post a picture, tag us, like us and share this for your chance to win.”

These types of competitions can direct numerous new customers and loyal followers to your website. As a non-profit, people might even feel compelled to donate a little bit of money. It’s a win-win for everybody involved.

Ask

“If you don’t ask, the answer is always no” – wise words from Nora Roberts, and extremely relevant in this context. There’s absolutely no harm in asking people to like, comment and share. If you get one new like, it’s a feat.

Ask the team members, volunteers and customers to spread your message. Non-profits have such a good reason for wanting to spread the word, most people would be super happy to help too.

Another way you could use the power of asking for UGC is with reviews.

“Encouraging your audience to leave reviews about your organization could really raise your user-generated content. This could be on social media channels, Google or other business websites. Remember, if you get a negative review, don’t sweep it under the carpet – confront it head-on,” says Natalie Andersen, the CEO at GetGoodGrade.com.

Engage with people

If you follow the steps above, you might just be receiving a lot of attention. The best way to keep up with it all is with engagement.

Thank people for following, sharing and liking. Follow people back. Repost other people (and give credit) and check all your tagged content. If you began a hashtag campaign, make sure to check up on it regularly.

If you keep engaging, you’ll keep getting new followers. Social media users don’t react to robots, they want real-life interaction and engagement. This also ensures that people will keep tagging, liking and sharing your posts too.

Inspire

As a non-profit, you can inspire and touch people with your message. Blogs, photos, and videos are a great way to create a human response.

“A combination of content and UGC marketing along with a strong social media presence could completely elevate your brand, placing you on an amazing foundation for more opportunities,” States Ethan Coy, social media manager at BestWritersCanada.

Conclusion

If your non-profit is looking for new ways to increase its online presence, develop the community behind it and drive in more donations, then UGC campaigns could be the way forward for you.

This approach has worked for big and small brands alike, as a cost-effective, practical marketing campaign that saves time and engages with your audience.

So, what are you waiting for? Get started with UGC marketing today, and see just how it can bring your brand to life.

Author bio

Natalie Andersen is the chief content writer and enthusiastic blogger. She believes that everyone’s life has to be the result of the choices they make but a helping hand is always welcomed. You can connect with Natalie on Twitter and LinkedIn.

FAQ

What is User-Generated Content (UGC) and Why is it Important for Nonprofits?

UGC refers to content created by supporters or beneficiaries, like photos, videos, or testimonials. It’s important for nonprofits as it builds authenticity, enhances engagement, and expands reach.

How Can Nonprofits Encourage Supporters to Create UGC?

Nonprofits can encourage UGC by hosting contests, creating hashtags for campaigns, featuring user content on their channels, and actively asking for stories or experiences from their community.

What Are the Benefits of UGC for Nonprofit Social Media Strategies?

The benefits include increased trust and credibility, deeper community engagement, a diverse range of perspectives, and cost-effective content creation.

How Can Nonprofits Ensure the Quality and Relevance of UGC?

Setting clear guidelines for submissions, moderating content for relevance and appropriateness, and offering prompts or themes can help ensure the quality and relevance of UGC.

What Role Does UGC Play in Fundraising and Awareness Campaigns?

UGC can make campaigns more relatable and compelling, providing real-life examples of impact, and encouraging a sense of community and participation among supporters.

How Should Nonprofits Handle Rights and Permissions for UGC?

It’s crucial to obtain explicit consent for using UGC, especially for promotional purposes, and to respect privacy and intellectual property rights.

What Are the Challenges of Incorporating UGC in Nonprofit Strategies?

Challenges include managing inconsistent content quality, ensuring brand alignment, moderating inappropriate content, and balancing UGC with professionally created content.

How Can Nonprofits Measure the Impact of UGC on Their Campaigns?

The impact can be measured by engagement metrics, such as likes, shares, comments, and the growth in followers or campaign participation rates.

What Are Some Creative Ways to Showcase UGC in Nonprofit Campaigns?

Creative ways include featuring UGC in social media galleries, using it in fundraising appeals, creating video compilations, and incorporating it into live events or webinars.

How Can Nonprofits Use UGC to Foster a Stronger Sense of Community?

By highlighting and celebrating supporter and beneficiary contributions, nonprofits can foster a sense of belonging and mutual support, encouraging more active and sustained engagement.

How Can Nonprofits Ensure Diversity and Inclusivity in UGC?

Nonprofits should encourage content from diverse groups, actively seeking contributions that represent different perspectives, backgrounds, and experiences to ensure inclusivity.

What Are the Best Practices for Moderating UGC on Nonprofit Platforms?

Moderating UGC involves establishing clear community guidelines, reviewing content for appropriateness and relevance, and responding promptly to any concerns or inappropriate submissions.

How Can Nonprofits Use UGC to Enhance their Storytelling?

Nonprofits can use UGC to tell more authentic and varied stories, showcasing real-life impact and experiences from the viewpoint of those directly involved or affected.

What is the Role of UGC in Building Trust with Donors and Supporters?

UGC helps build trust by providing transparent and authentic proof of impact and community involvement, making donors and supporters feel more connected and confident in the nonprofit’s work.

How Can Nonprofits Leverage UGC for Event Promotion and Engagement?

For event promotion, UGC can be used in pre-event buzz, sharing past event experiences, and encouraging live sharing during events to enhance engagement and reach.

What Tools Can Help Nonprofits Collect and Organize UGC?

Tools like social media aggregation platforms, hashtag campaigns, and content management systems can help in efficiently collecting, organizing, and displaying UGC.

How Important is it to Align UGC with a Nonprofit’s Brand and Messaging?

It’s crucial to align UGC with the nonprofit’s brand and messaging to maintain a consistent and professional image, and to ensure that all content supports the organization’s goals and values.

Can UGC Be Used to Gain Insights into the Nonprofit’s Audience?

Yes, UGC can provide valuable insights into audience preferences, feedback on initiatives, and ideas for future projects or campaigns based on the content and engagement from the community.

How Should Nonprofits Balance Professional Content with UGC?

Balancing involves integrating UGC strategically with professional content to maintain quality and brand consistency, while also showcasing the authenticity and diversity of community contributions.

What Strategies Can Nonprofits Use to Amplify the Reach of UGC?

Amplifying UGC can be achieved through social media sharing, featuring it in newsletters or blogs, collaborating with influencers to showcase user content, and using UGC in advertising campaigns.

How Can Nonprofits Safeguard Against Misinformation in UGC?

Nonprofits should verify the accuracy of UGC, especially for sensitive or impactful information, and correct or remove content that spreads misinformation.

What Role Can UGC Play in Volunteer Recruitment and Engagement?

UGC can showcase volunteer experiences and testimonials, making recruitment more relatable and appealing, and encouraging others to join and participate actively.

How Can Nonprofits Use UGC to Showcase the Impact of Donations?

Through UGC, donors can see the direct impact of their contributions, with real stories and examples from those who have benefited, enhancing transparency and donor satisfaction.

What Are Effective Ways to Encourage UGC Submissions During Online Campaigns?

Encouraging UGC submissions can be done through specific calls-to-action, online challenges, hashtag campaigns, and interactive content that invites participation.

How Can Nonprofits Utilize UGC in Their Email Marketing?

Including UGC in email campaigns, like subscriber stories or photo features, can make the content more engaging and personal, increasing open rates and engagement.

What Considerations Should Be Made for Privacy and Ethical Concerns in UGC?

Privacy and ethical concerns involve obtaining consent for use, respecting personal information, and being cautious about sensitive content that could potentially harm individuals featured in the UGC.

How Can Nonprofits Use UGC to Respond to and Engage With Current Events or Crises?

UGC can offer timely and authentic perspectives on current events or crises, allowing nonprofits to engage quickly and meaningfully with ongoing issues.

Can UGC Be a Tool for Advocacy and Policy Change?

Yes, UGC can be a powerful tool for advocacy, providing grassroots perspectives and personal stories that can influence public opinion and policy-making.

How Can Nonprofits Ensure Accessibility in Their UGC Strategy?

Ensuring accessibility means providing captions, alt text for images, and audio descriptions where necessary, making UGC content accessible to a broader audience, including those with disabilities.

What Strategies Can Nonprofits Use to Continuously Evolve Their UGC Approach?

Nonprofits can stay current with social media trends, seek feedback from their audience, experiment with new content types, and continuously evaluate the effectiveness of their UGC strategy.

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