Power of User Generated Content for Nonprofit: User-generated content (UGC) is a form of native advertising where brands launch ads on social platforms that blend in seamlessly with everyday content on social media. In short, if it looks real and feels real, people will stop to watch your advertisement more often—maybe they’ll click the link to learn more, or even buy the product, because “so and so” said so. (I do run a UGC marketing agency, but you don’t need to work with me to get the full benefits of UGC.)
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Types of User Generated Content for Nonprofit
Organic UGC
Organic UGC is content that your real-life customers share of their own accord. This is the most authentic type, and what you’re hoping to see from your customers.
Reviews and testimonials
Online reviews count as a type of UGC. Positive ratings and reviews can be shared across your website and social media as social proof. Brands can even turn testimonials into little graphics they can share on their social media accounts.
Also Read: How AI is helping NGOs?
Photos
Photos, of course, are one of the most common types of UGC. This typically looks like an image of a customer using your product or sharing their results from your product. Using a hashtag to help collect these makes it easy to find and reshare them on your own platforms.
Videos
Social media and YouTube videos can also be great forms of UGC. In fact, many YouTubers will share “product hauls” of items they bought recently, featuring several brands in a single video. Share that video—or the snippet mentioning your brand—to showcase what they have to say about your product.
Social media content
Sometimes, even a simple positive mention of your brand can be great content to reshare. Repost if you’re on X (Twitter), or take a screenshot and share it as a graphic on a platform like Instagram.
Blog posts
Bloggers may also mention your brand or product in one of their blog posts. This could be a standalone review or a swift mention in a broader post. Consider sharing their quote on social media or your website to spread the word.
Paid UGC
The other main type of UGC is paid UGC. This is becoming more and more popular, especially for newer brands that want to share this type of content but don’t have enough customers sharing photos yet.
Points To Be Noted – User Generated Content for Nonprofit
- Keep UGC relevant to your brand. Any UGC your brand shares should make sense on your platforms. It’s not worth sharing something that would feel out of place with your other content, so be judicious and stick with UGC.
- Ask for permission. You can’t just go and take content. Always make sure to ask for permission from the creator before repurposing content and be careful with copyrighted content.
- Don’t edit other people’s content. Permission doesn’t mean that brands can do whatever they want with UGC. Don’t edit content to make it fit your posts and ads. Editing content can hurt its authenticity and upset the original creator.
- Know your comfort level. There are plenty of opportunities to promote UGC, but that doesn’t mean you need to focus on all of them. Pursue what works for you and grow from there if it works.
Also Read: Role of Chatbots in Enhancing NGO Support Service
Why User Generated Content Matters for Nonprofits?
- Authenticity and Trust: UGC is genuine and relatable, fostering trust between the nonprofit and its audience.
- Increased Engagement: UGC can spark conversations, encourage sharing, and build a stronger community around the nonprofit’s in India mission.
- Cost-Effective Marketing: UGC provides free, high-quality content that can be shared across various platforms.
- Improved SEO: UGC can help improve a nonprofit’s search engine ranking by increasing website traffic and backlinks.
- Enhanced Fundraising: UGC can inspire potential donors and encourage them to support the cause.
How to Encourage Valuable UGC?
There are several possible ways to boost the quality and quantity of reviews for your nonprofit. Some examples include:
- Offer a matched donation for all new contributions driven by a supporter’s content.
- Host a giveaway or special perk with the winner chosen at random from those who leave a review with a comment. Giveaways could be a tickets to upcoming event, special merchandise created as a fundraising anchor, etc.
- Send an email reminder and a link to current donors, members, and volunteers to leave a quick review to help others who may be considering supporting your organization.
UGC for Nonprofit Marketing Strategy
How can you effectively incorporate UGC into your nonprofit marketing strategy at every step of the inbound marketing path?
Let’s explore some actionable strategies of User Generated Content for Nonprofit:
1. Utilize your blog: Your blog writing is a powerful engine for attracting new visitors to your website. Encourage members with compelling stories to share their experiences in their own words on your blog. This approach fills up your editorial calendar and provides prospects with a personal perspective on the impact of your organization’s work. Additionally, UGC on your blog serves as social proof, reinforcing the credibility and authenticity of your nonprofit.
2. Integrate social media plug-ins: Embed social media plug-ins throughout your website to encourage spontaneous creation and sharing of UGC by site visitors. You can display a Twitter stream showcasing all your mentions or a Facebook Comments box, allowing content to be distributed across your website and Facebook page.
Also Read: How Social Media in Amplifying Social Causes
3. Leverage email campaigns: When nurturing prospects to become members, focus on incorporating UGC into your email campaigns. Feature testimonials or stories from existing members explaining their motivations to join or the benefits they have derived from their membership. Alternatively, organize live Q&A sessions between prospects and members using webinars, Twitter chats, or subreddit AMAs. Ensure you record and compile these interactions, as they can be repurposed into other formats and utilized as valuable UGC content.
4. Capture in-person events: Whenever you host in-person events, prioritize capturing videos and images of attendees. Your phone camera will suffice in most cases. Video and picture UGC are highly popular and engaging. Encourage event participants to shoot and post their images and incorporate these videos and pictures into membership conversion emails, blog posts, and social media content.
UGC to attract and convert visitors
Nonprofit organizations can learn from e-commerce companies, which have long capitalized on the power of UGC to attract and convert visitors.
There is no reason why nonprofits should not enjoy the same benefits. However, you may wonder, “How can I generate enough UGC for my organization?” The key lies in being proactive and strategic:
1. Tap into social media: A substantial portion of UGC is created and shared on social media platforms. Take advantage of the tools provided by these platforms to encourage, promote, and distribute the content your community generates. By actively engaging with your audience on social media, you can drive UGC organically.
2. Ask for UGC: While some individuals naturally create UGC, it is essential to request it explicitly. Craft specific and attention-grabbing calls-to-action that communicate your request and how users can take the desired action. Furthermore, make it effortless for them to share their content with you and the world, regardless of their chosen platform.
3. Run UGC campaigns: Consider launching formal UGC campaigns, such as contests, to ignite the creation of user-generated content. Look for successful UGC contests by other organizations to inspire ideas that align with your nonprofit’s mission. Running a game provides compelling UGC to populate your website, reports, presentations, and social media channels.
It is crucial to remember that your UGC is already out there. People are already discussing your organization; much of this conversation can be found through search engine queries and social media searches. Embracing UGC is not just savvy marketing but an essential aspect of managing and shaping your organization’s online reputation.
Also Read: How to Use Facebook Ads to promote your NGOs mission
Research indicates that 25% of search results for major brands consist of UGC. By actively working with UGC, you can assert control over how your organization is perceived online.
In today’s digitally connected world, people are eager to share their opinions and visuals. Harnessing this inclination toward self-expression can significantly benefit your nonprofit.
By strategically incorporating UGC into your marketing efforts, you tap into the human desire to create and consume content.
Leverage the power of UGC, empower your community, and watch as your nonprofit’s influence grows in the hearts and minds of your audience.
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