Kicking Off Our Social Media Plans!

by Sophie McKnight/Intern at United Way of Bucks County

Even though we are still in need of donations from community members, Bucks Knocks Out Hunger is winding down. It’s time to start getting excited for our next initiative, Stuff the Bus!

Last week, my assignment was to research Instagram’s best practices for non-profits, and make a Lunch & Learn presentation to present to the staff. Now I am using that information to develope a social media plan for Stuff the Bus.

The plan includes our Facebook and Twitter pages, but my main focus is on UW Bucks Instagram page. My goal is to promote Stuff the Bus on Instagram, to increase our site traffic on our Instagram page, attract new followers, and engage the current ones.

When posting on Instagram for this campaign, I will implement the strategies I researched last week including tagging and building a relationship with our partnering organizations, using bright colors with text on images, and utilizing Instagram stories throughout the day.

This Instagram plan will closely follow the Facebook and Twitter plans. The captions and concepts of the posts will be similar, but we are hoping that Instagram will be able to provide our audience with a more compelling experience through the pictures that we post.

In terms of Instagram video, it is back and forth in the social networking world as to whether or not videos are an effective tool on this platform.

While Facebook is better known for video content, Instagram is better used for posting high visual content and static images, which is what we will focus on in this plan.

Another aspect of Instagram that we will be trying is posting Instagram ads.

Through Facebook, we will be able to track how many people clicked on the ad, and donated through our website because of it. It will be very easy to track our ROI, and we hope that we will see the results that we are hoping for.

While the goal of this Instagram plan is to promote Stuff the Bus in a way that our Facebook and Twitter followers haven’t seen before, we also want to attract more followers to our Instagram page, and reach out to our audience in a fun and different way.

If you would like to show your support and follow our Stuff the Bus journey, follow us on Instagram!


Join us in changing lives in Bucks County for good by making a donation today. Donations can be made online or by mailing a check to, United Way of Bucks County, 413 Hood Blvd., Fairless Hills, PA 19030.