Like most social networks I end up loving, the first time I went on Pinterest I thought it was a waste of time. I’m fast changing my opinion.
I’m really taken with the simplicity of design, and the strong visual element. Being quite a visual person myself I find it really easy to engage with. And now there are more non-profits going on to it I think some of the content has become more meaningful.
However like many social networks it takes time for it to find its feet, and I’m not sure all non-profits are using it in quite the right way yet. As I skim through my feed their stuff is jarring and failing to engage me. Here is a short guide on how I think non-profits could use Pinterest, and tips on producing better content.
1. Think of your cause as a picture
If your cause could be a picture, what would it be? What are the end results you’re looking for and how can you show them as an image? If you work in adoption then maybe a picture of a happy family you’ve help bring together? If you work with animals a before and after picture of a dog you’ve saved. Although you can add text in Pinterest too much isn’t good. It’s not the point of the network. You need to start thinking visually.
2. Don’t bombard us with miserable pictures
Currently there are too many non-profits putting up pictures of sad starving children. To be honest this makes me switch right off. Pinterest is aspirational, with many women using it to design the homes and wardrobes they’ll never have. But that’s part of the fun. So make the images you upload part of the aspirations for your organisation. A school you have helped build, a young person you’ve helped get in to university.
3. Inspire others
Like any other social networks you shouldn’t spend your whole time promoting yourself. Find other people who inspire you and your organisation and post images and messages from them. If you’re an environmental or wildlife organisation maybe it’s a picture or saying from David Attenborough. If you’re a women’s organisation it could be inspiration images of women who have changed the world, like Rosa Parks, the Suffragettes or Amy Johnson. People who inspire you will inspire your followers too.
4. Have some fun
Even those working in the most earnest of causes are allowed to have fun sometimes. Maybe you’ve had a wacky fundraising event that you have some great photos from. Be careful in this area though – everyone knows what a marathon runner looks like and Pinterest doesn’t need to be full of them. Find the ones that are more unusual, like maybe a 70 year old abseiling granny or a man who skateboards with his dog to raise money.
5. Show a bit of personality
Even if you’re in a large organisation you can still show a bit of personality. Have one board that is completely random, but shows the people behind the organisation. Maybe you could have favourite novelty cakes of the campaigns team, or favourite funny pet pictures of the IT team. People are more likely to engage with your organisation if they feel they belong and connect with the people who work there. Be somebody, not just a logo.
Pinterest will continue to grow and develop and the way we interact with it around social issues will no doubt change. If you have any further tips, or other non-profits who are using it well then let me know.