Tiktok and Instagram users recently blocked celebrities en masse for failing to speak up about social issues. What that tells us is that social media users recognise the impact that a platform has, and are placing higher expectations on people with that platform to speak up about social issues.
Social media is becoming an increasingly important and powerful tool. And while influencer marketing was once the domain of beauty products and workout plans, now is an excellent time for non profit organisations to explore how they can use it to further their message.
Let’s explore how nonprofits can effectively navigate this dynamic terrain without risking backlash or compromising their core message.
Identifying appropriate influencers
Finding influencers who are aligned on values and whose audience matches your target audience is important for any influencer marketing campaign, but even more so for NFPs. A commercial brand aligning with the wrong influencer might lead to a drop in sales or a reduction in brand integrity, but for the important work done by non profits, the stakes are higher.
The first and most important step in making use of influencer marketing is identifying influencers who are not only popular, but who align with your ethos and audience. Look for individuals whose followers match your target demographics and who consistently engage with content related to your cause.
In your search, look for influencers who have a history of speaking up about social issues tactfully and effectively. Remember to look for quality over quantity. Remember that a smaller, highly engaged audience will bring you better results than a larger, less engaged audience.
Platforms like BuzzSumo or Hootsuite both have inbuilt functionalities that can help you pinpoint these influencers, but you can also reach out directly to influencers and ask. They will likely have some kind of press kit that includes details about their audience and engagement.
Maximising influencer partnerships
Once you have the right influencers on board, the next step is to implement a collaboration strategy that benefits both parties. While clearly identifying your goals and expectations from the start is a good idea, co-creating content can yield authentic and compelling narratives that resonate strongly with audiences.
We love including a simple infographic, illustrating the campaign’s workflow from inception to execution to further clarify the process for all stakeholders involved.
Benefits of influencer marketing for nonprofits
Engaging with influencers can significantly boost your nonprofit's visibility and credibility. By leveraging the influencer's reach, you can engage a broader audience, while their endorsement can enhance trust among potential donors and supporters. Including testimonials from other nonprofit leaders who have successfully adopted influencer marketing can serve as powerful social proof of its effectiveness.
A less immediate but still powerful benefit of working with influencers is the growth in earned media and SEO. High-value backlinks and organic shares are great for increasing your organic reach, both in media outlets and search engines.
Navigating Potential Risks
While influencer partnerships offer numerous benefits, they also come with risks such as potential message dilution or misalignment with audience values.
To mitigate these risks, establish a thorough vetting process for potential influencers and maintain open lines of communication throughout the campaign. A clear brief and regular check-ins can help you make sure your message remains consistent and true to your nonprofit’s values.
How Maybelline used influencers to tackle gender-based abuse in gaming
Maybelline’s ‘Get Ready with Me’ Campaign won the 2022 AiMCO Awards for Best Beauty and Wellness Campaign. After finding that mainstream channels were already saturated with beauty products, they wanted to find a new channel to promote their products. The gaming community has an extremely large and passionate influencer community, however a national survey found 83% of female identifying Australian gamers have experienced offensive behaviour online– even resorting to hiding their identity by switching off their microphones.
The beauty of this campaign is that it not only allowed Maybelline to break into a new channel, but they did it in a way that addresses a social issue. To run this campaign, Maybelline partnered with four gaming influencers and got them to gender-swap their voices. Observing the results through their eyes in real time was incredibly confronting, and incredibly powerful. Maybelline also partnered with ReachOut through their Brave Together program to spread the word about their mental health support services.
You can explore more of the campaign here, however be warned, the videos contain some confronting abusive language.
Conclusion
Influencer marketing presents a fertile ground for nonprofits aiming to expand their reach and impact. By carefully selecting influencers and strategically planning collaborations, nonprofits can ensure their messages are not just heard, but also felt and acted upon.
Are you ready to explore how influencer marketing can elevate your nonprofit’s mission? Book a free 30 minute consultation.