Why Nonprofits Should Love Pinterest

Nell Edgington writes a blog called Social Velocity which is a management consulting firm that helps nonprofits grow their programs, bring more money in the door and use resources more effectively. I often find value in her blogs and want to share her thoughts on Pinterest, one of my favorite social media sites.

Nell writes…

I am far from a social media expert, but I have grown to love some social media tools. Twitter, Facebook and LinkedIn have been my favorites, while I still haven’t seen the value of Google+ (although if someone wants to convince me, I’m all ears). But the newest social media darling, Pinterest is fast becoming my favorite. And I think it holds an enormous opportunity for nonprofits.

Pinterest is a social media network based on images. If you find a recipe, a blog post, a pair of pants, a living room set, you can “pin” it to a board and share it with your followers. Similarly, if you see something someone else has “pinned” you can “repin” it to your board. Picture an enormous blank wall with individual bulletin boards organized by your interests.

For example, I currently have 12 “boards”. Some are not work-related like “Home” and “Healthy Recipes.” But the rest are directly related to Social Velocity and my passion for social innovation and the nonprofit sector, like “Nonprofit/Social Change Books,” “Nonprofit Campaigns,” “Cool Infographics,” and “Nonprofit Media.” That last board is actually a shared board among 40+ people and organizations where we can all add to and edit the
board.

There are several things about Pinterest that I love. For fun last Saturday night I spent a couple of hours there just scanning and pinning (sad, huh?).

There have been many articles about the potential of Pinterest for companies. People can pin images of particular products and encourage their friends and followers to purchase. What a boon to business!
But I think Pinterest is a particularly powerful opportunity for nonprofits for several reasons:

• Nonprofits are naturally image-based. The every day work that nonprofits are involved in lends itself to compelling images: a child laughing while reading a good book, a hug from a case worker to their client, a new home, a beautiful piece of land conserved, an endangered animal. Include a compelling picture in every story you create about your nonprofit and pin it on Pinterest. You can also pin images from other places that relate to your passion and your mission.
• Nonprofits easily connect to passion. I don’t care how much you love that new vacuum cleaner, you cannot be as passionate about it as you are about the child you are tutoring. People launch nonprofits or donate to nonprofits because an issue really hits them at the core. They may have had a loved one die of a terrible disease, or they may absolutely love border collies. What the social change sector has in spades is passion. Pinterest is a natural place to share that passion and convince others of its worth.
• Female donors are a large and growing force. If you want to attract more of this increasingly influential philanthropic force you better find them where they are, and right now that’s Pinterest. 68% of Pinterest users are female. And they spend a lot of time there. You want to be part of that.
• Nonprofits are all about good story-telling. Pinterest is a natural place for storytelling. The Chronicle of Philanthropy has put together a great gallery of ways nonprofits tell their stories through data visualizations. Although the gallery isn’t on Pinterest, all of these images should be and probably will be soon. Images tell such a better story than words, and nonprofits have so many great stories to tell. Use Pinterest to do it.

If you want a quick guide to getting started on Pinterest, check out this great HubSpot post, although it’s focused on businesses, it definitely applies to nonprofits.

Get out there and give Pinterest a try. I think you’ll like it.

Thanks Nell!