Online reputation management for NGOs (Non-Governmental Organizations) is equally important. A good reputation helps them get grants from different sections of society. If you run a non-profit organization or NGO, you must first develop a website.
The website will be useful for expressing the story behind your foundation.
In this article, you will learn how to develop a reputation management strategy for NGOs. You will also get tips for maintaining an online reputation for non-profits.
The Importance of a Positive Online Reputation
A strong online presence can help non-profit organizations spread information regarding their events and seminars with ease. They can use their social reputation to inspire people to donate and contribute toward their missions.
People are also speculative when it comes to the work and activities of non-profit organizations. So, careful evaluation of every online activity is essential to avoid any misinterpretations or doubts.
A misconstrued post or caption can hurt the sentiments of others. It may also damage their online reputation, which will create hurdles in their future roadmap. Due to these reasons, digital reputation management for NGOs is critical.
If you run an NGO, you can create an NGO reputation management action plan with the help of your volunteers. You may also hire a reputation management agency that has prior experience in non-profit online reputation management.
Now, let’s see how to protect the online reputation of non-profit organizations!
Define Your Nonprofit’s Brand and Messaging
There are several ways to build an online reputation for non-profits. Yet, the most critical step is to identify the right brand values and messaging. The message must be consistent across all channels. Here are a few steps that can help you in this regard:
1. Identify your mission and values
As a non-profit organization, the mission and vision statements of your brand must highlight your noble objectives. You must be specific regarding why you started an NGO and what your motivations were behind it. State the steps that you envision to achieve your objectives clearly through your social media posts.
Define your brand values clearly through your website and posts. The mission of your NGO should be unique and clear enough to appeal to the audience. Also, you must take the necessary steps to share your mission and values with the people.
2. Craft a Compelling Brand Story
You can also develop a website and mention your brand’s story in the ‘About Us’ section. Highlight your story through social media posts and campaigns. It will motivate people to learn more about the nature of your work and activities.
Hundreds of NGOs are active on social media. So, you have to craft a brand story that is compelling enough to move your audience. The story must touch the sentiments of the audience so that they feel the urge to associate with your NGO.
3. Develop key messages
Engaging with followers is the key to any organization. As a non-profit organization, you must focus on developing key messages. The messages must be related to the activities that you organize regularly.
For instance, if you have started an NGO to help stray dogs, you can develop key messages regarding stray dog adoption. You can create messages regarding your rescue operations and feeding activities. Such messages generate interest among the general public regarding your work. By creating unique and touching messages, you can gain their trust and appreciation.
Take a look at: Successful Brand Strategies To Master ORM
Establish a Professional and Consistent Online Presence
You cannot engage with your followers in a casual tone. The tone of your posts must reflect your professionalism and your dedication to your trust’s mission. Creating a consistent and professional online presence requires these efforts:
1. Build a user-friendly website
A user-friendly website will reflect your brand’s values professionally. The visitors will have no issues while navigating through the different services you offer. It will also create a sense of trust that is essential for maintaining digital reputation management for NGOs.
Use images, logos, and colors that reflect your brand’s values and ethics. Do not include fancy images and logos, as they may dilute the impact of your brand’s messaging. The content of your website must be curated by a specialist.
The content must reverberate a positive and influential tone throughout the website. It will move the audience and influence them to help them through donations and active participation.
2. Optimize your website for search engines
Alongside creating useful and relevant content, you must also focus on your search engine rankings. Optimize the content with relevant keywords and buzzwords to rank your website higher on the search engine pages.
Hire a Search Engine Optimization (SEO) expert to handle your rankings on Search Engine Result Pages (SERPs). Include keywords in meta tags and descriptions. Use long tail keywords so that the search engine reflects your website for all possible search queries.
3. Leverage Social Media Platforms
Most of your audience will be active on social media. So, you should also create social media accounts and pages for your non-profit organization. Select the right social outlets for spreading your noble deeds.
The social media pages and accounts must also reflect the same level of professionalism and consistency as your website does. The brand’s messaging and tone should be consistent across all platforms. Leverage social media platforms to inform the audience regarding your recent work and activities.
Create social media campaigns to increase your brand’s online visibility and reach. You can also promote your fundraising programs through social media.
4. Create engaging and relevant content
To engage the audience, your content must evoke the right kind of emotion. You cannot sound rude or casual in your posts. The content must invoke empathy, a sense of responsibility, and other human emotions.
Hire a content expert to help you create useful and emotional topics. Use real stories to target the sentiments of the readers. Positive reviews and case studies will also strengthen your content strategies.
Maintain a ‘Blogs’ section on your website to keep the audience informed about the latest events. Include the link to the blog section in your social media posts. It will not only increase your website’s traffic but also redirect the audience to relevant content.
To manage your non-profit’s online reputation, you must track customer conversations. Use social listening tools to track brand mentions and conversations. By understanding how your audience reacts to your stories, you can build better content strategies.
Continue Reading: 7 Steps to Manage Your Online Reputation Effectively
Engaging With the Audience and Managing Feedback
Audience engagement is critical for your NGO’s success. It is not possible to achieve your objectives unless you engage with your audience. To engage with the audience, you must focus on creating engaging posts.
Once you are done with the publishing part, try to track the conversations. Use brand mentions and specific keywords to engage with the audience. Search for topics that generate enough interest among the public. Monitor their feedback through social media outlets.
Track negative comments and posts according to priority. Handle the negative sentiments by using Online Reputation Management (ORM) services. Unify all your communication platforms and leverage the data to create effective content marketing strategies. The following tips will help you manage your non-profit’s online reputation without any issues:
1. Respond to comments and messages promptly
Replying to the comments and messages of your audience is not enough. You must also try to be quick while responding. If your response is delayed, it might send the wrong message to the audience.
Using social listening tools can help as they track customer conversations using brand mentions, keywords, and phrases. You can also look for negative comments and respond to them on a priority basis. The negative reviews should be dealt with prompt action. For example, if a person is not happy with a certain post, you must address his/her concern and try to resolve it.
2. Encourage user-generated content and testimonials
Tracking negative reviews and content is important. You must also use positive conversations and comments in your content strategies. By tracking user-generated content and testimonials, you can highlight them in your social posts. Posting positive testimonials on the website will also increase your NGO’s credibility.
Thank the audience for appreciating your services. Also, do not forget to appreciate the donors and volunteers for their active participation and support.
3. Set up Google Alerts and social media monitoring
Monitoring social media is essential for non-profit online reputation management. It helps you evaluate your brand’s perception among people. You can set up Google Alerts or notifications for specific keywords and search queries. By understanding the evolving preferences of your audiences, you can optimize your branding and marketing strategies.
For instance, people prefer to participate in online fundraisers these days. You can use Google Alerts to measure your audience’s response to a specific fundraising program. Similarly, you can also measure the performance of your social media campaigns using social listening tools.
You can use a platform that possesses data analytics tools and capabilities. The platform must enable you to track all the social media accounts and pages. It must also contain ORM features so that the necessary action can be taken to prevent an online crisis.
4. Address negative feedback constructively
The negative feedback and comments damage your online reputation. Yet, they also reveal the flaws and defects in your processes. So, you must receive the criticism positively and use it to improve your NGO’s reputation management action plan.
Suppose that the audience is not happy with the digital transaction system adopted by your NGO. You can introduce digital wallets, cryptocurrencies, and other means of collecting payments. It will not only provide convenience to the donors but also help you collect payments in different ways.
You must politely engage with them while addressing their concerns. Respond to their concerns and provide them with the right resolution. Be quick to take action and thank them for highlighting the issues. It will not only increase your credibility but may also help you gain loyal followers.
5. Collaborate with influencers and partners
While running donation campaigns or fundraisers, you might need the help of other NGOs and trusts. Similarly, you might need the support of influencers to promote your campaigns.
To find the right partners and influencers for your programs, you can use social listening tools. These tools must classify the influencers based on the social platforms they are active on. They must also highlight their follower count, popularity, and content type. These details will help you choose the right influencers for your online reputation management strategy.
Konnect Insights is an omnichannel customer experience management suite. It is integrated with social listening and data analysis tools. Through this platform, you can find influencers as per your requirements.
You can also conduct a competitor analysis to find the right partners for your campaigns. The insights obtained from this analysis can be used to create meaningful and engaging content.
Transparency and Accountability
If you run an NGO or trust, being transparent about your goals, processes, and finances is key. You must take full accountability for your actions in a crisis. If a person uses your platform to create a fake fundraiser, you must take responsibility and apologize immediately.
Also, measures must be taken to prevent such events in the future. Here are some steps that can be integrated into online reputation management for NGOs:
1. Share impact and success stories
Some stories build your brand’s image on social media outlets. These stories are impactful and will help you improve your online reputation. Share these impact and success stories through all your social media accounts. Also, include them on your website in the form of testimonials or case studies.
Ensure that the stories are explained in a lucid yet powerful way. You must target the audience by including the right set of keywords and buzzwords in these stories.
2. Be transparent about finances and governance
List the key details of your financial transactions on the website. The details include the name of the donor, the purpose of the donation, the amount, and other details. Do not include the bank account number and other critical details, as intruders might use them for their own purposes.
Mention all the details of your governing body on the website. Describe your governance and your brand’s ethics and values. Elaborate on the mission and vision statement in the ‘About Us’ section.
Take responsibility for an untoward incident. Explain the incident using your prominent social channels. If required, you may also organize a press conference to explain your NGO’s stand regarding a situation.
Use social listening tools to gain insights into an impending crisis event. Take the right steps and publish it on social media to prevent any backlash in the future.
3. Regularly communicate with the stakeholders
Communicating with stakeholders is equally important. Any miscommunication can lead to confusion and may create the wrong impression on your volunteers. You can use your social handles to keep them updated about your future course of action, events, and programs.
You may use a social CRM to manage communication among the stakeholders. Konnect Insights offers a social CRM and other communication tools. You can use it to send reminders, set deadlines, and communicate about a specific task or project.
Read more about: Ways Of Implementing Social Listening For ORM
These were some tips for maintaining an online reputation for non-profits. We hope that you consider all these tips and integrate them into your NGO reputation management action plan.
We have also shared some insights into how to protect the online reputation of non-profit organizations. Include them in your social listening strategy and build a strong reputation for your organization.
You can use an omnichannel strategy by using platforms like Konnect Insights. It will provide you with useful customer data from all the communication channels. By alerting you about the negative feedback, it will help you take the right action to prevent a crisis.
You can integrate more than 3,000 apps with this platform to manage customer data. By analyzing the raw data, you can derive marketing insights. You will also get an idea of what the audience thinks about your NGO. Use all these insights to create a comprehensive content strategy and online reputation management plan!