Social media can be a powerful tool for 501(c)(7) clubs to connect with members, promote the club’s offerings, and foster a sense of community.  However, it’s important to remember that social media use must comply with IRS regulations to protect the club’s non-profit status.

Leveraging Social Media for 501(c)(7) Clubs

Here are a few of my favorite strategies for 501(c)(7) clubs to maximize their social media presence:

• Share information about events and club news. Social media is a great platform to keep members informed about upcoming events and activities.  Posting about club activities helps members stay engaged and invested in the club’s culture.  Pro Tip: Utilize the stories feature on Instagram to highlight the events that you are showcasing in your weekly newsletter.
• Showcase the club’s amenities and facilities. Social media allows you to visually highlight the club’s unique offerings, such as swimming pools, fitness centers, or special event spaces. Share high-quality photos and videos that capture the essence of the club’s atmosphere and amenities.

Photo by AdVenture SWFL 

• Celebrate member achievements. Recognizing and celebrating member accomplishments is a great way to build a strong sense of community and camaraderie within the club. Share photos and stories of members winning awards, achieving personal goals, or simply having fun. 

Photo by AdVenture SWFL 

• Maintain consistent communication. Social media is all about engagement, so it’s important to be active and responsive on your chosen platforms. Regularly post new content, respond to comments and messages, and participate in conversations to keep members feeling connected.
• Create a sense of FOMO (fear of missing out). Share glimpses of exciting events, exclusive member activities, or behind-the-scenes content to pique members’ interest and encourage them to participate more actively in club life.

Additional Considerations for Maintaining Non-Profit Status

While using social media to promote the club and engage members, 501(c)(7) clubs need to be mindful of the following:

• Avoid generating income.  Social media posts should focus on promoting club activities and fostering a sense of community, not generating revenue.
• Steer clear of political activity. 501(c)(7) clubs are prohibited from engaging in political campaigning or lobbying efforts.
• Maintain transparency. Be clear about the club’s non-profit status and avoid making any misleading statements.

By following these social media strategies and adhering to IRS guidelines, 501(c)(7) clubs can leverage the power of social media to connect with members, build a strong community, and promote the club’s mission, all while safeguarding their non-profit status.

Below is a list of my personal favorite non-profit clubs that are excellent leaders in the social media space:

Melissa Hansen is a private club membership + marketing educator that provides resources to industry professionals who are striving to get creative and think outside the box. Through her education, training and online masterclasses, Melissa has worked with over 200 clubs worldwide providing membership professionals with tools to take their game to the next level. Melissa has spoken with several CMAA and PCMA Chapters and has presented at conferences throughout the country. Her passion is delivering actionable strategies to improve member engagement, sales, and retention.