Why Sharing Social Media Tasks Isn't as Helpful As You Think

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In the nonprofit world, it’s not uncommon to see multiple people sharing social media marketing responsibilities.

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Staff and volunteers split up what needs to be done for social, with different people taking on different tasks on different days.

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Now, for nonprofit professionals wearing multiple hats, spreading out social media tasks can be a huge help — especially if you’re already juggling a million daily tasks.

But does sharing the workload do good things for your nonprofit’s social media success?

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Not always.

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The risks of shared social media efforts

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The reality is that social media marketing success takes more than coming up with ad hoc posts, or copying and pasting generic AI content.

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It takes planning, strategy, and staying up-to-date with what’s working on each platform.

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Consistency is important too, but it’s not just about posting regularly. Being consistent also applies to what you post, your brand voice, the messaging you share, and the branding you use.

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It’s a lot to consider, right?

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Now, imagine asking several different people to:

• Create the same caliber of graphics and videos,
• Interpret your brand voice and messaging in the exact same way, and
• Use the same definition of “consistency” when handling your social media content.

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That’s a good way to have social media posts that look and sound different every single time.

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How investing in marketing support can help

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Splitting up your nonprofit’s social media tasks might feel like efficiency, but it’s actually a recipe for confusing your audience with inconsistent content on social media.

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So, what’s the solution?
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A lot of times, it’s getting marketing support.
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Investing in marketing means creating and having access to:

• A social media marketing plan, so your posts are connected to a wider strategic plan and higher-level goals.
• Social media brand guidelines, so you have a specific brand voice and messaging to follow with every post.
• A social media marketing strategy, so you know why you’re posting and how to tell whether those posts are working.

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Investing in marketing can feel like an intimidating step to take when you’re used to doing everything yourself (or with your team).

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But it can be the difference between a social media presence that generates awareness, grows your audience, and brings in new support for your nonprofit — and one that doesn’t.

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Your next steps

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Remember: Your nonprofit’s social media efforts should be focused on building relationships and connecting with supporters.

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They need to feel confident about where they’re putting their time and money, and a strong, cohesive social media presence can do just that.

So, your next steps after reading this newsletter? Audit your current marketing efforts by answering the following questions.

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1. Do you have a marketing plan?
2. Do you have a social media strategy?
3. Do you have brand guidelines in place?
4. Do you review your metrics and make changes?
5. Does your staff feel confident keeping up with marketing, or would their time be better spent doing something else?

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Creating a marketing plan, having a strategy in place, and following brand guidelines can help you tell a compelling story… and that’s what nonprofit social media marketing is all about.

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See you in two weeks!

Catrina

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P.S. If you’re ready to take the next step and invest in your nonprofit marketing, I can help! Reply to this email and let’s chat about the support you need.

Catrina Ossmann, Clever Ideas Marketing®, works with nonprofits and community organizations to increase awareness and reach with consistent and effective marketing.

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© 2025 Catrina Ossmann - Clever Ideas Marketing®