Today, over 5 billion people have been recorded using social media actively.
With limited resources and growing competition, the question isn’t “Should we be more active on social media?” but “How do we make it count?”
This guide breaks it down: strategies, platform-specific insights, and real-world success stories that can transform social media for nonprofits.
Why Social Media is Essential for Nonprofits
Building Community Engagement
Social platforms let you spark conversations and build relationships. The American Red Cross effectively utilizes social media to grow community engagement. By creating dedicated Facebook Groups, they provide platforms for volunteers and supporters to share experiences and resources, enhancing a sense of community and collaboration.
Tips:
- Use interactive content like polls, Q&A sessions, or live chats to foster participation.
- Respond promptly to comments and messages to build trust and show appreciation. Sparking conversations and creating content that elicits responses builds long lasting connections.
Community engagement isn’t just about comments, it’s about creating a two-way dialogue. Platforms like Facebook allow nonprofits to create groups where volunteers and supporters can exchange ideas, building a deeper sense of belonging. This is key to any nonprofit social media strategy.
For more insights, explore our Nonprofit Marketing Trends 2025 guide to see how community engagement continues to evolve
Driving Donations and Fundraising Campaigns
Social media makes giving easier than ever. Remember the ALS Ice Bucket Challenge? It raised $115 million in just eight weeks. Features like Instagram’s donation stickers and Facebook Fundraisers streamline contributions.
The Trevor Project uses social media not only for donations but also to provide crisis support. They actively engage their audience, promoting inclusivity and providing resources for LGBTQ+ youth. Their engagement-driven approach has garnered over 400K followers, amplifying their mission globally
Tips:
- Highlight specific campaigns with clear, compelling visuals to strengthen your social media marketing for fundraising.
- Share testimonials from donors or beneficiaries to inspire confidence.
- Use countdowns and milestones to create urgency.
Amplifying Cause Awareness
A hashtag can add to your campaign strategy. Look at the World Wildlife Fund’s #LastSelfie campaign, which reached 150 million users in no time. Social media is your megaphone to raise awareness and call people to action.
Tips:
- Share infographics or bite-sized educational posts to inform and engage.
- Use trends and timely events to create relevant content that fits into a social media marketing strategy for nonprofits.
The Role of Influencers
To expand your donor base, tap into influencer networks that resonate with your mission.
- Leverage platforms like the TikTok Creator Fund to collaborate with content creators who can authentically promote your cause.
- Engage Instagram influencers to create compelling visual storytelling, such as behind-the-scenes footage of your nonprofit’s impact.
- Additionally, LinkedIn thought leaders can drive credibility and corporate partnerships through strategic storytelling and professional advocacy. Influencer collaborations are an organic way to increase awareness, build trust, and attract new supporters who are already engaged in social impact conversations.
For example, the Ocean Conservancy works with eco-conscious creators to spread awareness of marine life conservation through interactive Instagram Reels and YouTube videos. These collaborations not only amplify their message but also reach niche, engaged audiences.
Storytelling in Action
People donate to causes that move them. Platforms like YouTube Giving, Live Donations, and YouTube Shorts make it easier than ever to raise funds through video content. Use Instagram, TikTok, or Facebook to share real-time stories about your impact. Show a behind-the-scenes look at your team, share powerful testimonials, or document a day in the life of a beneficiary to create an emotional connection with your audience.
How to Nail Storytelling:
- Keep it authentic, highlight both challenges and successes.
- Use captions or subtitles to ensure accessibility.
- Focus on individual stories for emotional resonance.
In collaboration with TikTok, UNICEF launched a global campaign encouraging users to share holiday traditions. This initiative aimed to celebrate family moments and support UNICEF’s work, with TikTok committing $1.5 million to the cause. This is an excellent example of social media campaigns for nonprofits that integrate storytelling and cause amplification.
Explore successful campaigns in our Best Nonprofit Marketing Campaigns 2025 blog to find inspiration
Creating a Nonprofit Social Media Strategy
An effective strategy is the difference between a strong campaign and digital noise.
Here’s your blueprint:
1. Set SMART Goals
Every successful campaign starts with clear objectives:
- Specific: “Increase TikTok followers by 20% in three months.”
- Measurable: Use analytics to track likes, shares, and clicks.
- Achievable: Can your small team realistically handle the workload?
- Relevant: Tie goals to your mission’s priorities.
- Time-bound: Set deadlines to evaluate progress.
Takeaway: Break down goals into micro-goals. For example, post two Instagram stories weekly as part of your “Increase Instagram engagement by 15%” goal. Use tools like Loomly to track and measure progress effectively. Write your goals down and revisit them monthly to ensure alignment.
2. Know Your Audience
Who are you talking to? Your target audience hangs out on different platforms and consumes content in specific ways. For example, Teach for America uses LinkedIn for professional recruitment, targeting educational leaders, while using Instagram Stories to connect emotionally with young teachers.
[here’s where I’d add the list of things that the reader should understand about their target audience]
- Use analytics tools like Google Analytics or native social media insights to understand demographics.
- Segment audiences by their engagement levels (e.g., donors, volunteers, advocates).
3. Craft Platform-Specific Content
One size doesn’t fit all in social media. Your Instagram followers expect eye-catching visuals, while LinkedIn is ideal for thought leadership.
Platform Best Practices:
- Facebook: Community updates, fundraisers, behind-the-scenes content.
- Instagram: High-quality visuals, Stories, Reels, carousel posts.
- LinkedIn: Thought leadership articles, corporate partnerships, professional milestones.
- TikTok: Short, engaging, and trend-driven content.
- Twitter: Advocacy updates, hashtags for visibility, concise messaging.
Pro Tip: Repurpose content but tailor it for each platform’s strengths and audience expectations.
4. Build a Content Calendar
Avoid last-minute stress with a content calendar. Tools like Loomly and Hootsuite help schedule posts, track performance, and manage campaigns.
- Map out posts for at least two weeks, ideally a month, in advance.
- Include key dates like fundraising events or awareness days.
- Assign owners to each task to ensure accountability.
Pro Tip: [talk about how real time content and reacting to fresh trends/events is important even when a content calendar is in place, the reader must be flexible]
Download our nonprofit social media plan template here.
5. Engage, Don’t Broadcast
Social media is not a billboard; it’s a conversation. Respond to comments, repost user-generated content, and ask questions to spark dialogue.
Quick Wins for Engagement:
- Run contests or challenges tied to your cause.
- Share user-generated content and tag contributors.
- Pose open-ended questions in your captions.
- Acknowledge donors or volunteers with personalized shout-outs to build goodwill.
6. Analyze and Adjust
Nonprofits need to measure success based on real industry data. Competitors provide benchmarking reports, showing how nonprofit engagement rates compare across platforms. Including this helps organizations evaluate their performance, set realistic targets, and optimize strategies.
Key Social Media Benchmarks for Nonprofits:
- Average Instagram engagement rate: 5.6%
- Average Facebook engagement rate: 3.8%
- Average X (Twitter) engagement rate: 3.7%
- Average LinkedIn engagement rate: 2.1%
- Average TikTok engagement rate: 7.5%
Use Analytics to Optimize Your Strategy
Tracking performance metrics ensures your social media efforts drive meaningful engagement and conversions. Key metrics to monitor include:
- Engagement rates (likes, shares, comments)
- Follower growth (are you reaching more supporters?)
- Conversion rates (donations, sign-ups, volunteer applications)
- Click-through rates (how many people take action from your links?)
Top Social Media Platforms for Nonprofits and Tools
Facebook: Building Communities & Fundraising
With 2.8 billion users, Facebook is still the go-to platform for nonprofits seeking to build a sense of community and drive donations. It offers unique tools like Groups, Pages, and Facebook Live to foster meaningful connections.
How to Leverage Facebook Effectively:
- Create Facebook Groups: Build dedicated spaces for supporters, donors, and volunteers to interact.
- Use Facebook Live: Host virtual fundraisers, live Q&A sessions, or behind-the-scenes tours to build engagement.
- Facebook Events: Promote upcoming campaigns or volunteer opportunities to appear in local searches and increase visibility.
- Ad Campaigns: Target specific demographics with Facebook Ads to boost donations or recruit volunteers.
A notable example of a nonprofit effectively utilizing Facebook Ads is Reach Out and Read, an organization dedicated to integrating reading into pediatric care. Facing a 30-hour giving challenge with a fundraising goal of $50,000, they collaborated with Community Boost to launch a targeted 7-day Facebook Ads campaign.
Results:
- Impressions: Over 8,200
- Engagements: 1,555 at an average cost of $0.10 per engagement
- Funds Raised: Surpassed the initial goal, raising a total of $66,737
This case demonstrates the effectiveness of well-structured Facebook Ads in driving donor engagement and achieving fundraising objectives within a limited timeframe.
Pro Tip: Use pinned posts to highlight key campaigns or announcements at the top of your Page or Group.
Instagram: Visual Storytelling
Instagram thrives on storytelling through visuals, making it a prime platform for nonprofits to showcase their mission.
How to Use Instagram for Nonprofits
- Reels: Post short, engaging videos to reach younger audiences.
- Stories & Highlights: Use Stories to share daily updates and Highlights to pin critical campaigns.
- Carousel Posts: Share before-and-after impact stories or multi-slide updates on campaigns.
- Paid Advertising: Leverage Instagram Ads to target specific audiences and boost donations
Pro Tips for Instagram Fundraising Success
- Pair Donation Stickers with real-time impact stories to increase conversions.
- Promote Fundraiser Reels in collaboration with influencers or ambassadors.
- Use Instagram Shops to sell mission-driven products with donation callouts.
- Regularly engage with supporters via Stories, Polls, and Q&As to build community trust.
Pro Tip: Collaborate with influencers who align with your mission to amplify reach.
LinkedIn: Professional Connections
LinkedIn is where nonprofits can establish credibility, attract corporate sponsorships, and connect with professionals.
Strategies for LinkedIn Success:
- Thought Leadership: Share impact reports, blog posts, or case studies about your nonprofit’s work.
- Corporate Partnerships: Highlight collaborations with businesses to attract more support.
- Talent Recruitment: Post job opportunities or volunteer roles to attract skilled professionals.
Pro Tip: Post updates during weekdays, targeting decision-makers and professionals most active on LinkedIn.
TikTok: Reaching The New Generation
TikTok is perfect for nonprofits aiming to connect with younger audiences through authentic, trend-driven content.
How Nonprofits Can Use TikTok:
- Short Videos: Share 15-30 second clips that educate or inspire action.
- Hashtag Challenges: Create challenges that encourage user participation and advocacy.
- Collaborate with Creators: Partner with TikTok influencers who align with your cause.
Pro Tip: Use trending sounds and hashtags to make your videos discoverable.
Twitter/X: Real-Time Updates
Twitter (now X) is ideal for nonprofits that focus on advocacy, breaking news, and trending conversations. This makes it invaluable for social media advertising for nonprofits.
Tips for Twitter/X Success:
- Engagement Over Hashtags: Instagram’s algorithm now prioritizes content based on engagement and user interactions rather than hashtags. Focus on creating high-quality, shareable content that sparks conversations, saves, and direct interactions.
- Live Updates: Share real-time news from events or advocacy efforts.
- Engage with Followers: Respond to mentions and retweets to foster interaction.
Tools to Make Social Media Manageable for Nonprofits
Managing multiple platforms can be overwhelming. Here are tools nonprofits can use to stay organized and effective:
| Tool | Why It’s Great | Pro Tips | Cost/Price |
| Loomly | Easy-to-use social media calendar and scheduling tool for planning, organizing, and publishing posts across platforms. Fifty&Fifty uses Loomly to streamline their campaigns. | Use Loomly’s collaborative features for team approvals and feedback on posts. | Starts at $26/month |
| Hootsuite | Comprehensive social media management for scheduling, analytics, and real-time monitoring. | Utilize the bulk scheduling feature to plan posts weeks in advance for time efficiency. | Starts at $99/month |
| Canva | Simplifies graphic design, enabling nonprofits to create professional visuals without needing a designer. | Explore Canva’s free templates to create high-quality designs quickly. | Free plan available; Pro starts at $12.99/month |
| Buffer | Budget-friendly tool for scheduling posts and analyzing engagement performance. | Start with Buffer’s free plan to understand the platform before investing in premium features. | Free plan available; Essentials starts at $6/month |
Case Studies: Social Media Success Stories
Let us look at a few campaigns that took advantage of social media platforms for their success.
1. GlobalGiving’s #GivingTuesday Initiative
GlobalGiving, a nonprofit crowdfunding platform, launched a successful fundraising campaign on Instagram during #GivingTuesday. By sharing compelling stories and visuals, they engaged their audience and encouraged donations. The campaign earned 87,000 views and raised $30,000 in a matter of hours.
2.VolunteerMatch: #GetThatGrin – Case Study
VolunteerMatch partnered with Fifty&Fifty to launch a dynamic digital campaign with a strong focus on social media to boost volunteer engagement and drive sign-ups. The campaign was meticulously designed to showcase the transformative power of volunteering and to reach a broad, engaged audience.
Social Media-Centric Strategy
Fifty & Fifty optimized posting strategies, including hashtag use and timing recommendations, and provided content and theme suggestions for Facebook, Instagram, Twitter, and LinkedIn.
They launched the #GetThatGrin campaign to recruit volunteers, integrating social media, email marketing, paid advertising, and dedicated landing pages. The campaign featured engaging graphics and videos designed to attract and convert audiences.
Custom landing pages were developed to facilitate smooth transitions from digital engagement to volunteer registration.
3. PG Volunteers’ Paid Advertising Strategy
PG Volunteers, a nonprofit organization in Prince George’s County, implemented a volunteer recruitment campaign. Their targeted approach resulted in volunteer recruitment form submissions by connecting to a larger purpose.
4.TikTok’s Viral Impact
UNICEF South Africa partnered with TikTok to launch the #Love2Learn campaign, aimed at promoting creative learning and engagement among children during the COVID-19 lockdown. This initiative encouraged users to share educational and entertaining content, fostering an environment of digital learning. The campaign garnered significant traction, with over 20 million views, providing a platform for children and educators to connect and inspire creativity while adhering to social distancing measures.
Social Media Trends for Nonprofits in 2025
In 2025, nonprofits must adapt to evolving social media trends to effectively engage audiences and amplify their missions. Here are key strategies to consider:
1. Short-Form Video
Platforms like TikTok, Instagram Reels, and YouTube Shorts have become central to digital storytelling. Nonprofits can leverage these platforms to create compelling narratives that resonate with diverse audiences.
Strategies:
- Educational Content: Produce concise videos that inform viewers about your cause, showcasing the impact of donations or volunteer efforts.
- Behind-the-Scenes Footage: Share glimpses of daily operations or event preparations to humanize your organization and build trust.
- Success Stories: Highlight beneficiary testimonials or project milestones to demonstrate tangible outcomes.
2. Paid Advertising on a Budget
Cost-effective advertising remains a powerful tool for nonprofits. Strategic allocation of even modest budgets can yield significant returns.
Strategies:
- Targeted Campaigns: Utilize platform-specific ad tools to reach demographics most likely to engage with your cause.
- A/B Testing: Experiment with different ad creatives and messages to identify what resonates best with your audience.
- Monitor and Adjust: Regularly review ad performance metrics to optimize spending and maximize impact.
3. Livestreaming for Engagement
Live content fosters real-time interaction, enhancing transparency and community involvement. Nonprofits can utilize livestreaming to deepen connections with supporters.
Strategies:
- Virtual Events: Host online fundraisers, workshops, or panel discussions to engage a broader audience.
- Interactive Q&A Sessions: Address supporter questions live to build rapport and credibility.
- Live Demonstrations: Showcase your work in action, such as live project implementations or on-site tours.
4. Collaborations with Impact Creators
Partnering with social media influencers who align with your mission can expand reach and attract new donor bases.
Strategies:
- Identify Suitable Partners: Seek creators whose values and audience align with your cause.
- Co-Create Content: Develop collaborative campaigns that leverage the creator’s platform and your nonprofit’s mission.
- Leverage New Fundraising Tools: Explore emerging social fundraising tools to enhance campaign effectiveness.
5. Integration of Artificial Intelligence (AI)
AI is transforming social media management, enabling smarter workflows and personalized supporter engagement.
Strategies:
- Automate Routine Tasks: Use AI tools to schedule posts, respond to common inquiries, and monitor engagement.
- Personalize Interactions: Employ AI to analyze supporter behavior and tailor content to individual preferences.
- Enhance Content Creation: Utilize AI-driven insights to determine optimal posting times and content formats.
Social media gives you the power to transform advocacy into action and connections into lifelong support. A carefully crafted strategy for social media for nonprofits can amplify your voice, ignite community engagement, and drive measurable results. Platforms like Facebook, TikTok, and LinkedIn are opportunities to lead conversations and inspire change.
Don’t settle for being a participant, leverage tools like Loomly and Hootsuite to simplify execution, while focusing on trends like short-form videos and real-time engagement to stand out in an ever-crowded digital landscape.
The future of nonprofit marketing lies in bold moves and data-driven strategies. Looking to optimize your nonprofit’s social media strategy?
Reach out to our team to help you create impactful social media campaigns and drive meaningful engagement.
