Pinterest for Nonprofits

Pinterest is an image cataloging site similar to a digital scrapbook. Users are typically looking for inspiration. 90% of pinners report that they look to Pinterest as a source of ideas.

Pros and Cons

Women make up the majority of users on this site, and the age range is relatively wide spread.

The highly visual nature of the site can be effective as a storytelling tool. Use Pinterest to promote your nonprofit’s cause and connect with new and existing community members. Pinterest is a useful tool in driving traffic, so make sure that any pins you upload are linked back to a branded resource, like your website or blog.

pinterest1

There is not currently a scheduling feature available for Pinterest, so be careful to spread your activity out rather than overwhelming your followers by pinning dozens of images all at once.

The site does not allow users to share much substantive written content. Thus, your nonprofit should have an archive of pictures and videos to benefit from an account.

If your organization does not have a compelling reason to create a Pinterest account, consider embedding ‘pin it’ buttons onto your own website. Visitors can then share information from your site on their personal accounts, driving traffic back to your site and promoting its content, without you needing to maintain an additional social media outlet.

Set-up

1. Register for a nonprofit business account. [If you have an individual profile that you want to convert into a business profile, that can be done here.]

pin11

2. Next, you’ll need to confirm your nonprofit’s website.

3. Choose a username, add a brief description about your organization, and link to your website and other social media sites.

pin555

4. Begin creating and populating boards. Pick categories that relate to your nonprofit’s mission, but don’t limit yourself by making them too specific.

pin4

5. Interact with others by liking or re-pinning their content.

pin3

Content

There are individuals on Pinterest with dozens of boards. As a business, do not to spread your page too thin and risk veering off message. Start with a few boards (around 10) and make sure that they each have at least a few images pinned in them.

Pinterest is an incredibly visual experience, so you need strong images and infographics. If there’s a story behind a picture, be sure to add that in the caption to give viewers some context.

pin2

You can link to existing content your organization already has up on Instagram or YouTube to help cross-promote your various platforms. Pin images that capture the lifestyle and essence of your nonprofit to help build a community of potential donors and volunteers.

How to Measure Success

Pinterest offers analytics options for business accounts. If you’ve embedded a pin button on your website, you can see which images get pinned most often and which users have a lot of pins that originate from your site. This is useful in determining what content is most compelling to people.

kv-your-pinterest-profile

If you’re trying to reach a particular group or community, the Pinterest dashboard shows you the basic demographic data of your audience. It also shows you the types of categories (e.g. travel, art, education, etc.) your visitors are most interested in.

You can export your data to create your own reports or connect your Pinterest profile to Google Analytics for more in-depth insights into how your site is doing.