Social media platforms have become mainstream communications channels, but many charities face enormous challenges using them strategically. According to the Global NGO Tech Report, only 32% of non-profit organizations have a written social media strategy.

According to social media experts, the organic reach of some pages on Facebook has been steadily declining from 100% in 2012, to an average of 1-6% two years later. This means that your charity’s posts are less likely to show up in your followers’ newsfeeds naturally — and many organizations are subsequently investing more money into social to boost their reach.

Video content can help with visibility in the Facebook newsfeed, as it is prioritized by Facebook’s algorithm. Charities should upload videos directly onto Facebook, and add videos to paid social activity, as well as doing regular Facebook Live broadcasts to engage supporters and fundraise.

Technology such as Facebook messenger chatbots can help your organization to interact with supporters. Facebook messenger has recently reached more than one billion users worldwide, meaning that more people will be using it to contact charities with questions and comments at all hours of the day. Basic bots can answer simple questions, while more sophisticated programs can help educate supporters about a charity’s issues and services.

Read the full article about charities and social media strategies by Beth Kanter at The Guardian.