We process about 90 percent of all our information through our eyes, so it is no wonder that we are drawn to images in order to feed our craving. Pinterest is the perfect place to satisfy this visual appetite - It provides a virtual scrapbook that allows you to "visually share, curate, and discover new interests by posting, also known as 'pinning,' images or videos" and organize these things you love onto different themed pinboards. And it is incredibly simple to use. You can "pin" images you find online or upload yourself, or can "repin" images that other people have already shared.
The site has exploded in the social world, adding 11 million new members in less than a year. But the true potential here is not the expanding number of users, but the demographics of these individuals. Pinterest is being used predominantly by women between the ages of 25 and 44. This demographic is especially beneficial for non-profits; these are the women and moms who are not only making most of the household buying decisions, but also the ones that do the most giving.
How is this any different from Facebook/Twitter/other Social Networks?
I'll admit, when I heard the buzz around Pinterest, my first instinct was "Great, another social media platform I have to learn and feel obligated to be a part of." Fast-forward to three days and a hundred pins later, and I realized that I had quickly become a pinning addict (at this rate I'll be attending Pinners Anonymous in the very near future).
So what makes it so different from Facebook, Twitter, Google+ etc...? Three things: the content, the interaction and the experience.
The first is the most obvious, unlike Facebook or Twitter, Pinterest is all about the images. It is like being able to look through 50 magazines at once, tear out all the pictures you like, and avoid any guilt about how you skipped all of the actual writing. It's pretty much a picture book for grown-ups, which is not only awesome, but also makes Pinterest less work than Facebook and Twitter. You don't have to scroll through posts or tweets, or click on links to read the article being referenced.
Secondly, while you can comment on other people's pins, the most common form of interaction is through re-pinning or liking. This low-maintenance is definitely a big part of the appeal; it is less demanding or involved as Facebook or Twitter and doesn't have the same "real-time" urgency.
Lastly, Pinterest also has a very different vibe from Facebook or Twitter. Facebook seems to be all about "me, me, me" - look at these pictures from this super cool party I went to and read my status about how I'm having more fun than you right now - whereas Pinterest has a unique DIY, hip and inspirational vibe. Users on Pinterest are seeking a creative and fun outlet to share images of their virtual bucket list and looking for new things to try and ways to improve life.
This is where it could fit right in with non-profits - "while big brands may struggle to tap into the cool, organic culture, nonprofits have a real opportunity to connect with people's hearts." They say the way to a man's heart is through his stomach; well this is the female equivalent - tasty visual treats that tap right into the soul. "Few things evoke human empathy and emotions more than pictures" and done right, Pinterest can help non-profits build awareness for their cause by providing a visual layout to connect with their followers.
So, should your non-profit be on it?
Of course, just because Pinterest is the new hot thing, doesn't mean that everyone should jump on the bandwagon. Before joining, Mike Duerksen outlines a couple key questions to ask your self:
- Do you have rich, captivating images to share? Just because content comes in the form of visuals, doesn't mean that it isn't any less important.
- Are you already on other social platforms? Pinterest is a nice complement and easy to integrate with your Facebook, Twitter, and/or blog account, but I wouldn't recommend it the platform to start building an online presence.
- Do you have the resources to do it well? While Pinterest doesn't involve the same kind of user-interaction, it will still require time and attention to do it right. Make sure you have someone who can devote the adequate energy into another media outlet, and that this individual has a creative eye. Pinterest users are "cool, trendy and savvy" and will "sniff you out quickly if you're not" - so doing it just because everyone else is won't hold any benefit for your organization.
- Do you place value on SEO? The pins you post are also linked back to the original source, so if you post engaging pictures and videos that link back to your website you will have the added bonus of increased traffic to your site - both a SEO bonus and an additional way to gain new members and buzz around your cause.
I answered "yes," now what?
The secret is all about "figuring out who you really are, and allowing your supporters to find the many ways that your work connects, inspires, and engages them". Keep in mind that your audience is looking for ideas and inspirations and the visual content you share should speak to that desire. This can be done in multiple ways - you can share images of the people whose lives your non-profit is affecting, or projects that you're working on. For example, the Humane Society of New York pinned images of dogs and cats that need a home and created a board sharing photos of the animals that have been adopted.
Also look outside of just your immediate projects to share your organizations larger story. You can create pinboards that share inspirational and motivational thoughts or present visually interesting infographics on your cause. For example, an environmentally-focused non-profit could create a board that shares images of natural products for the home. With the highly interested DIY audience, users could be very interested in how to make their own environmentally-friendly cleaning products, and after seeing this on your pinboard may become more interested in your cause.
And don't just pin, re-pin. Follower users you admire and re-pin images that resonate with your organization's mission and overall story. This will enhance your engagement with users. You can also get your present supporters involved by adding a "pin it" button to your website or blog which will make it easy for visitors to highlight your cause.
Keep in mind that you can also pin videos. This could be a way to give more information on your cause or as a powerful call to action. For example, an inspiring video could share a story of an individual whose life has been changed because of your help and how it also changed your life to volunteer and be part of your organization. You can pin videos right from YouTube, so if you already have a YouTube channel you can pin those in a simple click.
Last but not least, remember that Pinterest isn't an outlet to just blatantly promote your organization. Users are drawn to the organic nature of the sharing on this network and will definitely be turned off if you are constantly shoving your cause down their throat (or eyes). Instead, have fun with it and be creative - pin images that capture the core values and lifestyle of your non-profit and you'll attract the attention of potential donors and volunteers who share those same interests. Images are a powerful form of communication, and the right kind of picture really can be worth 1000 words (which is a whole heck of a lot of tweets).