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Should Your Nonprofit Have a Pinterest Presence?

guest post by Marissa Wasseluk, originally posted here.

While covering the “Top 5 Social Media Platforms” during a recent social media training, one participant asked me, “Do our organizations really need to be on Pinterest?”

To which I answered yes, and no.

We’ve seen some nonprofits use the platform effectively because they know how to speak to their audience and can pull from a plethora visual content. Some nonprofits create boards centered around a specific fundraising and/or awareness campaign.

Since most website referrals today come from Pinterest, it certainly wouldn’t hurt to be on the platform. But before you add another online to-do to your communications plan, ask yourself a few questions first.

Question #1 –  Is your audience on Pinterest?

The general pinning audience** is:

  • Females between the ages of 25 – 54
  • Have an income between $25,000 – $75,000
  • Are visually stimulated & like “collecting”

Stats collected from ComScore – except for that last one, that last stat was all me and my keen powers of observation.

**It should be noted that these stats reflect American trends. In the UK your average pinner is male.

Question #2 – Is your site or your content ‘pin-able’?

Do you post pictures worth a thousand words on your site? Can you get your point across with a picture? Do you make your content easy to share?

Question #3 – Will you change your current communications plan to accommodate the Pinterest platform? 

The rise of Pinterest definitely changes the digital communication game. Its rapid growth is proof of how visually-driven digital consumers are. Does this mean digital producers should create more visually stimulating content?

*cough*yes*cough* A smart digital marketer or blogger would change the format of their posts to accommodate this pin-nomenon (hehehe). They would make their content graphic-rich and add the Pinterest button to their posts.

So if you’ve answered “yes” to these questions, you may want to add Pinterest to your organization’s social media plan!

Need Pinspiration? Take a look at the Workshop’s Pinterest presence! Or, Take a Look at Nonprofit Pinterest Strategies!

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