Social Media for Nonprofits: Boost Reach and Funds

Social media for nonprofits is often an overlooked topic. Organizations do the bare minimum due to lacking resources and know-how, while specialized platforms rarely cater to their needs.

However, that's a missed opportunity for all. Nonprofits are an indispensable part of our society, and social media marketing can help them raise awareness, promote their initiatives, engage stakeholders, attract volunteers, and boost donations.

Through social media, nonprofits can build communities and share success stories.

While budget constraints, lack of dedicated staff, and limited time can stand in the way of consistency and efficiency, the right information and (discounted) tools can help them overcome these challenges and maximize their impact.

Let's explore the most efficient social media ideas for nonprofits.

Define your nonprofit social media strategy

A common mistake nonprofits make is to roll up their sleeves and dive right into social media management. That can lead to scattered efforts and a lack of measurable results.

For consistency, long-term success, and resource optimization, it's essential first to define a clear strategy.

Social media is a strategic tool. It can help organizations cater to their audiences and build trust. Today, the World Health Organization (WHO) has a following of over 73 million across its social media channels, and this is so because we have harnessed the power of social media to deliver timely public health advice, information, content, and stories. In today's digital environment, young people are consuming news and health information through social networks. Also, there are over 5 billion social media users today. That is a sizeable chunk of the global population that's online and engaged. Investing in a sound social media strategy can turbo-charge organizational visibility, relevance, and impact.

Diya Banerjee Head of Social Media WHO

A well-defined social media strategy is not just a way to promote initiatives but to build meaningful relationships with stakeholders, increase visibility, and amplify impact cost-effectively.

1. Understand your nonprofit's goals

Any good social media strategy starts with clearly understanding your organization's goals. Those goals will serve as the foundation of your more specific social media goals and online efforts.

What is your non-profit organization (NGO) trying to achieve?

Are you aiming to increase awareness, raise funds, foster community engagement, or promote a specific project?

Feel free to list several goals, but ensure they are SMART: specific, measurable, achievable, relevant, and time-bound.

For example, "raising funds" is too broad of a goal. "Increase donations by 15% within the next quarter" is a more tangible statement that can help you take action and measure performance.

2. Identify and understand your target audience

To effectively communicate through social media, you need to know who you're talking to.

Identifying your nonprofit's social media personas and segments will help you craft relevant messages.

Gather your team and answer the following questions:

• Who are our current supporters?
• What are their demographics (age, gender, location, income, etc.)?
• What are their interests and values?
• What motivates them to support our cause?
• How do they currently engage with our nonprofit?
• What is their level of engagement with our cause (supporter, volunteer, donor)?
• What are their pain points and challenges?
• What are their communication preferences?
• Are there any specific subgroups within our audience that we should target?
  

Creating a detailed profile for your audience will help you reach different groups more efficiently.

Various social media platforms attract different demographics. For example, younger people engage more on Instagram or TikTok, while older donors might prefer Facebook or Pinterest.

Your social media strategy for nonprofits should define where your supporters spend their time and what types of content resonate with them best.

3. Analyze your competitors

You may not have all the information above at your disposal. If you're a relatively new nonprofit or lack internal expertise, it might be difficult to define your audience and its preferences.

Worry not, competitive analysis saves the day.

Observe how similar organizations in your sector use social media. Look at their social media campaigns, types of content, engagement levels, and overall presence. This will help you understand what works well and where you can do better in communicating with your common audience.

You can also analyze indirect competition, like nonprofits that operate in other sectors. Notice their strategies to engage supporters and see if you can adapt them to your initiatives.

Competitive intelligence can also help you avoid common mistakes nonprofits make when launching social media, such as using too many platforms at once, not engaging with followers, posting irrelevant or low-quality content, and not paying attention to results.

4. Set clear social media goals

Ask yourself: What does our nonprofit aim to achieve through social media?

Social media objectives can include:

• Increase awareness for the NGO and educate the public about its cause
• Drive traffic to the website or other relevant resources
• Engage with supporters to communicate achievements
• Raise funds more efficiently from existing and new donors
• Promote events related to various initiatives
• Build an engaged community that can help disseminate the message
• Measure the impact of initiatives and online efforts
• Recruite volunteers for various initiatives and events

Clear goals help you tailor your content and activities on social media to meet specific outcomes. For example, to support the goal you set in Step 1, you can have a social media goal like this one: "Acquire 50 new monthly donors through our social media campaigns within six months."

Keep in mind that social media for nonprofits isn't just about posting; it's about creating consistent, meaningful content that supports your goals. So, define KPIs for measuring the success of your social media strategy aligned to your overall organizational objectives.

5. Develop your social media content strategy

Start by defining your social media content pillars, which are topics or themes that align with your mission and resonate with your audience.

Within those pillars, define the types of content you can produce, such as sharing impact stories, educational posts, event updates, or user-generated content.

Content should be a mix of timely updates and evergreen posts that remain relevant over time.

As Diya Banerjee says on an episode of The Life of a Social Media Manager podcast, "We do a mix when we talk about editorial content. We constantly advocate broad thematic health and non-emergency issues for our editorial content. And at the same time, we keep a very firm grip on news-based health emergency issues."

Use dedicated tools for social media management for nonprofits. A social media calendar for nonprofits is a great way to stay consistent and organized.

6. Establish social media policies

To ensure consistency and professionalism across all platforms, it's important to create social media guidelines for nonprofits.

These policies include defining who will manage your accounts, what tone or messaging style to use, and how to respond to comments. It also establishes any feedback and approval workflows.  

A few items that are typically included in social media policies for nonprofits:

• General brand guidelines (logos, colors, fonts, etc.)
• Account management responsibilities
• Tone and messaging directions
• Content approval process
• Platform-specific guidelines
• Crisis communication plan
• Recommendations for personal accounts
• Prohibited content
• Data privacy and security measures
  

Clear social media policies help prevent communication crises, manage reputation, and ensure everyone, from volunteers to permanent employees, adheres to the nonprofit's quality standards.

Choose the right social media platforms

Not all social media platforms are equally effective for your organization, and you don't have unlimited resources — on the contrary. So, it's important to prioritize your efforts based on where your audience is most active and where you're likely to see more engagement and conversions.

A strategic approach to platform selection is to categorize platforms into primary and secondary groups:

• Primary platforms generate the most engagement and where your target audience is highly active. Your nonprofit should invest most of its time and resources here.
• Secondary platforms may not offer the same level of direct engagement or results but are still valuable for repurposing content and maintaining a presence in broader communities.
  

For example, Instagram can be your primary platform for engaging with supporters and volunteers, taking advantage of its multiple content formats, while TikTok could serve as a place to repurpose Reels.

Here's a breakdown of the most popular platforms and how they can be prioritized:

Facebook for nonprofits

Facebook remains one of the most versatile and widely used platforms for nonprofits.

With its large, diverse user base, it's ideal for building a community, raising awareness, and driving donations. You can share various content types: photos, videos, articles, and event updates.

You can also engage with followers through comments, likes, and shares, as well as through the various groups and communities already present on the social media giant.

Why use Facebook as a primary platform?

• Huge, diverse audience: Over 3 billion monthly active users as of 2023.
• Ideal for targeting both older demographics for donations and younger users for volunteering opportunities.
• Great for hosting fundraisers, creating events, running targeted ads, and growing communities.

Instagram for nonprofits

Instagram is the go-to platform for many nonprofits that can tell visually compelling stories and target a younger audience (ages 18-34).

Instagram can be a powerful tool for raising awareness through impactful images and short videos, drawing in new donors through targeted campaigns, and attracting volunteers through stories and UGC.

Why use Instagram as a primary platform?

• Big, young audience: One billion monthly active users, 32% aged between 18 and 24, and 30% between 25 and 34 years.
• Strong engagement for visual content and a versatile promotional ecosystem.
• Perfect for advocacy campaigns and generating UGC.
• Based on Socialinsider's social media benchmarks report, NGOs are the most engaging category on Instagram compared with Facebook or X.

LinkedIn for nonprofits

LinkedIn is an excellent platform for nonprofits that want to connect with professionals, potential corporate sponsors, and volunteers with specific expertise.

You can leverage LinkedIn to share thought leadership content and educate audiences, build a network of professionals who can support your cause, and recruit skilled volunteers or board members. You can also have fun with it and generate engagement.

Why use LinkedIn as a primary platform?

• Best for professional networking and B2B engagement.
• Great for posting updates on partnerships, projects, and job openings.
• Reach a more corporate or donor-focused audience.

YouTube for nonprofits

Use YouTube to host longer-form content, such as impact stories, documentaries, or educational videos.  

Though it's a highly engaging platform, it requires consistent production of quality videos, which may not always be feasible with limited resources, so consider using it as a secondary platform.

Why use YouTube as a secondary platform?

• High engagement potential for storytelling and educational content.
• Ideal for repurposing content from other platforms like Facebook, Instagram, or TikTok (for YouTube Shorts).
• Less frequent posting required, making it easier to maintain with limited resources.

TikTok for nonprofits

TikTok is a rapidly growing social media platform. While still not among the top online platforms NGOs use, its potential for virality and appeal to younger audiences make it a channel to consider.

TikTok requires quick, engaging videos that keep up with trends. For nonprofits with limited resources, it might be better suited for repurposing existing content — unless you have a team skilled in short-form video creation.

Why use TikTok as a secondary platform?

• Great for reaching younger audiences (ages 16-24) with educational, awareness-raising content.
• Strong potential for virality if you can create fun, creative clips.
• Good fit for repurposing short videos from other platforms, like Instagram Reels or YouTube clips.

Prioritizing platforms for your nonprofit will ultimately depend on your public, goals, and changing social media landscape. The most important thing is to measure results and make data-driven decisions because there is only one perfect platform: the one that works best for your audience.

How to create social media content for nonprofits

Do you know what nonprofits have that many businesses envy?

Stories.

Real, heart-warming, authentic tales about helping people, supporting the community, and making the world a better place.

Don't let your content be dry and boring. Social media isn't just about posting updates, but about educating your audience, showing them why they should care, and giving them reasons to participate.

Let's look at some social media post ideas for nonprofits.

Tell compelling stories

One of the most powerful tools nonprofits have is the ability to share stories that connect with people emotionally. Storytelling helps humanize your nonprofit, making it easier for followers to relate to and engage with your mission.

Here are a few types of stories you can leverage when managing a nonprofit account on social media:

• The hero's journey. Structure your story around a protagonist who overcomes challenges to achieve a goal.
• The underdog story. Tell the story of a disadvantaged group or individual overcoming adversity.
• The "before and after" story. Show the transformation that your work has made.
• The "day in the life" story. Give your audience a glimpse into the experiences of those you help. Alternatively, put the spotlight on your volunteers and their efforts.
• The "why" story. Explain the motivation behind your work and your NGO.
• Case studies. Highlight specific examples of your work to demonstrate impact.
• Data storytelling. Use statistics and data to support your claims and make your mission compelling.

Use your social media channels to highlight the individuals and communities you serve, showcase your volunteers, and share the challenges you're working to solve.

People are more likely to support causes when they see the tangible impact, so don't hesitate to show both faces and numbers.

Create informative content

If you want people to care enough to give you their attention and money, you must educate them about the importance of your cause.

Share insights about the issues your nonprofit addresses, provide resources, and offer helpful information that aligns with your cause. Stay updated with industry news and research, attend events and conferences, and connect with thought leaders who can provide reliable information.

Creating educational content like the one below positions your nonprofit as a thought leader in your sector and can inspire your audience to take action:

• Long posts on relevant topics within your field.
• Quick facts that present complex data in an easy-to-understand way.
• Links to tutorials, webinars, or interviews to provide in-depth information.
• Summaries of comprehensive guides or reports on specific subjects.

Informative content is especially useful for social media platforms like LinkedIn and Facebook, where users often seek more in-depth information. You can also repurpose it into shorter-form content for Instagram carousels or witty commentaries for X.

Leverage visuals

Visual content tends to generate higher engagement than text alone. Photos, infographics, and videos can capture attention quickly and communicate your message more impactfully.

For nonprofits, visuals can showcase the people, events, and projects that drive your mission forward.

Use platforms like Facebook, Instagram, YouTube, or TikTok to share attention-grabbing visuals:

• Short videos highlighting your organization's efforts
• Behind-the-scenes footage from the daily grind
• Day-in-the-life snapshots of your volunteers
• User-generated content, such as video testimonials from supporters
• Photos and videos with the results of your actions
• Lives from events or actions in the field
• Infographics with compelling data from reports and research
  

Don't worry about making the visual content super polished and professional. Use built-in photo and video editors or free tools like Canva to quickly create content. "Nice enough" is better than "nothing" — and it shows authenticity.

Make it fun (if it fits your audience)

Nonprofits typically deal with serious issues, so humor might not be the first thing on your mind.

However, real life is both serious and fun. A lighter tone, at times, might help you give your audience a sense of optimism and humanize your nonprofit.  

So, if it aligns with your goals and audience, allow yourself to be playful with your social media content.

For example, if your organization works with children or animals, feel-good posts might resonate well with your community. Simply looking through your photos and videos might provide plenty of light-hearted material.

As one Reddit user points out in a thread, "Social media doesn't have to be just for fun, but it can help make your nonprofit more approachable and accessible."

Another emphasizes that "Social media should be fun sometimes for subscribers. But at the end of the day, it has to have a point and goal, or no one will take your nonprofit seriously, and you're just wasting time."

It's about striking a balance. Keep in mind that incorporating fun, lighthearted content can help you stand out and attract a wider audience.

Engage with your audience

Social media is mainly about conversations (that's why they put the "social" in the name).

Make an effort to actively engage with your followers. Yes, it takes time, and you have little of it, but it's the only way to build relationships and create a sense of community around your cause — which can then naturally amplify your message.

Most adults use some, if not multiple, types of social media platforms, and increasingly these channels are replacing traditional search engines like Google. People go to social media to find information, get help, build relationships, and be part of niche communities. Nonprofits can fit right into this by providing content that speaks to the causes and issues people care about. While you can leverage social media to promote your nonprofit and get donations, you'll have a greater impact by using these platforms to build an educated and engaged community around their cause and mission.

Kate Meyers Emery Senior Digital Communications ManagerCandid

Respond to comments, ask for opinions, and participate in conversations relevant to your nonprofit's mission.

Engagement helps build trust as people can interact directly with your team. And trust is essential for nonprofits seeking donations or volunteer support.

Ask questions

What's the first thing you do after saying "hello" to someone? You usually ask a question.

Questions are the simplest and most natural way to start conversations. They can range from lighthearted, such as "What's a quote that inspires you?" to mission-focused, such as "What's an issue you'd like to see nonprofits take more action on?"

Open-ended questions on relevant, interesting topics invite people to participate and make them feel valued. In turn, their answers help you better understand your audience's values, concerns, and motivations.

Social media platforms offer tools for asking questions, such as polls, feedback forms, or visual templates to draw people's attention.

Social media content pillars for nonprofits

We already touched on the topic of content pillars when we talked about developing your social media content strategy.

Defining your pillars is essential to creating a balanced and engaging social media presence relevant to your nonprofit and audience.

So, let's go into more detail about six essential content pillars for nonprofits, with examples to get you inspired:

1. Fundraising & campaigns

One of the most important pillars for nonprofits is content that drives fundraising efforts, as that sustains the entire operation.

You are probably raising money both continuously throughout the year and through specific campaigns and events. Use social media to regularly highlight these efforts, encouraging followers to donate and help out.

While keeping the content human and informative, be very clear about how people can contribute and how you are allocating resources.

Examples of posts:

• Updates on progress toward fundraising goals.
• Stories related to the campaigns that create emotional connections and show people how their money is spent.
• Encourage followers to donate, share, or start their peer-to-peer fundraising.
  

For instance, Charity: Water has created a weekly Instagram series called "Transparency Tuesday," through which the NGO informs stakeholders about the status of projects and how their donations are being used.

Innocence Project asks for people's support through powerful TikTok videos showing the people they helped liberate getting back to their families.

For more best practices for fundraising, check the dedicated section below.

2. Impact and success stories

And talking about success stories, nothing is more powerful than showing how your nonprofit makes a real difference — and social media is the perfect avenue for that.  

Share testimonials from beneficiaries and success stories from your programs to demonstrate that your work has an impact and produces tangible outcomes.

Examples of posts:

• Profiles of individuals or communities your organization has helped.
• Before-and-after stories to highlight progress and results.
• Thank-you messages from those impacted by your NGO's work.
  

Oxfam International is highlighting in the Instagram post below how their efforts are helping people in Sudan get access to education.  

3. Educational content and awareness

Social media can help you reach a wide and diverse audience to raise awareness, share educational resources, and inform people.

This pillar helps establish your nonprofit as a thought leader while also encouraging people to get involved and take action.

Examples of posts:

• Data and information about the issues your nonprofit addresses.
• Links to articles, blog posts, or research related to your cause.
• National or international days dedicated to issues related to your cause.
• Facts backed by strong visuals showcasing a reality people might not have direct access to, like in the Planned Parenthood Facebook infographic below.

Debunking myths and tackling prejudice are also good ways to raise awareness, as The National Down Syndrome Society is doing on TikTok with several posts, including the #AssumeThatICan campaign.

4. Milestones and achievements

Celebrate big wins and small everyday successes with your followers.

Share milestones, awards, and other achievements. These posts help build credibility, foster pride, and remind supporters of the positive impact of their contributions.

Examples of posts:

• Anniversary or program milestones, such as "We've served 1,000 meals this year!".
• Hitting a fundraising target or achieving a specific goal.
• Recognition from media or partner organizations.
  

It's difficult to find reasons to celebrate in a world full of conflicts, but Amnesty International knows the importance of celebrating the collective efforts of those involved in their cause.

And simply fighting the good fight for 20 years is also enough reason to celebrate. Happy birthday, Eurochild!

5. Volunteer recognition and spotlights

Many nonprofits couldn't have a real impact without the work of volunteers.

Social media is a great way to highlight their contributions, show appreciation for their work, and motivate others to join your cause.

Examples of posts:

• "Volunteer of the Week" series.
• Testimonials or stories from volunteers about their experiences.
• Behind-the-scenes photos of volunteers in action during events or projects.
• Calls to action for people to join your cause.
  

Thank volunteers for their involvement and making projects possible, as Fundacion Aladina does frequently.

Also, be clear about the different ways in which people can support your nonprofit, as the American Cancer Society does in the Facebook post below.

6. Breaking news and urgent updates

Social media is the quickest way to share urgent news and updates with your community during crises or important moments for your cause.

Examples of posts:

• Immediate fundraising needs for disaster relief or emergencies.
• Breaking news related to your cause or policy changes that impact your mission.
• Support for urgent petitions, calls to action, or events.
  

As Diya Banerjee highlighted earlier in the article, sharing timely content keeps your nonprofit relevant and responsive to current events. The World Health Organization leverages Reels, for example, to share news, developing stories, and important updates.

The content pillars above create a framework that ensures your nonprofit's social media presence stays varied, engaging, and focused.

Rotate through these themes to build a comprehensive content calendar for your nonprofit, strengthen your relationship with supporters, and give your mission a social boost.

Nonprofit fundraising on social media

Fundraising is essential for nonprofits, and social media is a game changer. Remember the Ice Bucket Challenge? The 2014 viral social media trend, that helped raise over $115M worldwide, showed how powerful social media can be for nonprofits.

You have access to billions of active users across platforms, which you can directly target for donations and support. But how do you do that efficiently?

Let's look at how your nonprofit can effectively leverage social media for fundraising:

Choose the right platforms for fundraising

Focus on platforms that align with your target audience and where your efforts are most likely to generate donations.

• Facebook is ideal for launching peer-to-peer fundraisers, using built-in donation tools, and creating fundraising events.
• Instagram's "Donate" stickers in Stories and partnership with fundraising platforms make it a powerful tool for campaigns.
• LinkedIn is best for connecting with corporate donors, sponsors, and professionals interested in philanthropy.
• YouTube can drive donations through compelling documentaries. Make sure to insert donation links and calls to action in video descriptions.
• TikTok's viral potential makes it great for short, impactful fundraising campaigns, especially with younger audiences — though factor in that their spending power is typically low.

Best practices for compelling fundraising campaigns

To stand out from the crowd and be persuasive, make sure you do the following:

• Articulate a clear message. Define the cause, the impact of the donations, and why the support is urgent.
• Use emotional appeal. Whether through stories or strong visuals, show why involvement is a must.
• Create a sense of urgency. Time-limited campaigns and specific fundraising goals are more likely to work than general appeals.
• Make it easy to participate. The donation process should be simple and easily accessible via a direct link.
• Demonstrate support. Enhance credibility by showing others are already putting their trust in you.
• Share updates on progress. Highlight milestones to encourage people to help you reach your goal.
• Highlight donors (with their permission). This provides social proof and shows you appreciate support.
• Partner with influencers. Leverage the power of communities and amplify your credibility with the help of social media personalities.

Should you use paid ads to boost fundraising?

If your nonprofit has the budget for ad campaigns, go for it. Organic reach is limited on most platforms, so targeted ads can help you reach ideal donors and get better fundraising results.

However, make sure you're strategic about it. Track and analyze your fundraising efforts so you don't spend more money than you gain.

More on analytics and tracking for nonprofits in the next section.

Social media analytics for nonprofits

Common mistakes nonprofits make when launching social media include neglecting tracking results and optimizing the social media strategy based on data.

It's not only important but crucial to measure KPIs and get social media insights into how your content is resonating with your audience. Otherwise, you may be wasting your already limited resources.

Here are some key metrics for nonprofits:

1. Reach

Reach refers to the number of unique users who see your content. Reach can come from organic vs. paid media, depending on whether you're using free content or paid advertising.

Expanding your reach can help you connect with potential donors, volunteers, and advocates who may not yet be familiar with their cause.

Why it matters:

The broader your reach, the more awareness you generate around your mission. A growing social media reach can also signify that your strategy is on the right track.

2. Impressions

Unlike reach, impressions measure how many times your content has been displayed and may include multiple views by the same user.

Why it matters:

Impressions help you understand whether your audience is being repeatedly exposed to your messaging, which can be beneficial for increasing brand recognition and encouraging action.

3. Engagement

Engagement includes all the interactions users have with your content, such as likes, comments, shares, and clicks.

High engagement shows that your content resonates with your audience, while low engagement rates signal that something is not working.

As Diya Banerjee says on the podcast episode highlighted before, "Our aim is not to be self-congratulatory that WHO is having so many million views, but also to say, this message really resonates with you."

Why it matters:

Engaged audiences are more likely to take action, whether through donating, volunteering, or simply spreading awareness. Engagement helps you make informed decisions about content and optimize future posts.

4. Shares

Shares are a particularly important form of engagement, as they show how often people are distributing your content. Shares expand your reach organically and boost your credibility.

As noted in the podcast on social media strategy for nonprofits, "Shareability is a top indicator of social media success."

Why it matters:

When users share your content, they are basically giving you a public vote of confidence. Posts with high shareability can help your nonprofit's message become popular, significantly increasing visibility and support.

5. Follower growth

Tracking your follower growth shows you how efficiently your NGO is building a social media community.

Steady growth indicates that your content strategy is working as more people are finding value in your posts.

There's also a practical side to follower growth: NGOs with huge followings can get higher funding from grants, as mentioned in a LinkedIn discussion on this topic.

Why it matters:

Growing your follower base expands your potential donor and volunteer pool. It's also a signal of credibility and relevance, which can influence funding opportunities and partnerships.

6. Traffic

Traffic refers to how many users are clicking through from your social media posts to your nonprofit's website, donation page, or other external links.

Why it matters:

Ultimately, all nonprofits want to convert engagement into meaningful actions, such as donations, event sign-ups, support for initiatives, etc. Traffic analytics show you how effective your social media content is at moving users from awareness to action.

Besides measuring these KPIs, stay updated with social media benchmarks for nonprofits. These provide context to your analytics and help you compare your performance to that of other NGOs.

If you're not doing quite as well as you should be, maybe you're not keeping up with the trends.

Social media trends for nonprofits

Do serious social issues and important causes need to use gimmicks to be relevant? Of course not, but trends, whether gimmicky or more substantial, are a barometer of what gets people's attention.

Whether we like it or not, attention is limited, and everyone — nonprofits, businesses, and cool Facebook aunts alike — is fighting for it.

So, let's look at the top social media trends for nonprofits to keep your perspective fresh.

1. Short-form video

No surprise here: people love consuming short clips.

Short-form videos allow nonprofits to creatively showcase their impact, tell compelling stories, and inspire action in an easy-to-consume format on TikTok, Instagram Reels, or YouTube Shorts.

To benefit from this trend, create bite-sized, engaging videos that quickly convey your message and show your nonprofit in action. Experiment, and don't worry too much if you don't get it right the first time.

2. Authenticity and transparency

People are bored by the same copy and paste messages that organizations use. Yes, they sound polite, correct, and fancy, but is anyone paying attention to them?

Audiences value authenticity and transparency more than ever. People want to see the real, unfiltered side of nonprofits: what goes on behind the scenes, the challenges they face, and the (sometimes tired) faces behind the work.

Be transparent about every aspect of your NGO to build stronger trust and long-lasting relationships with your followers.

3. Collaborations with micro-influencers

If you think you'll never get the attention of big social media personalities, here's some good news: you don't have to.

Partnering with micro-influencers with smaller but highly engaged followings is an even more powerful strategy. Micro-influencers typically have a more personal connection with their followers, and their endorsements can feel more authentic and trustworthy than those of large-scale influencers.

So, look for potential collaborations in your space to help you reach niche audiences already passionate about related causes.

4. Personalization and direct engagement

Audiences have come to expect that brands are present and engaged on social media. Followers also want to be treated as individuals and not seen as masses of users.

Personalized experiences, such as tailoring content based on user interests or sending personalized thank-you messages to donors, can significantly increase engagement for nonprofits.

Granted, personalization takes more time, but it makes supporters feel valued and seen, which can lead to higher retention rates and increased donations and support.

5. Community-centered platforms

While large social platforms like Facebook and Instagram remain important, there is a growing trend toward more community-centered platforms like Reddit, Discord, and Facebook Groups.

These platforms allow nonprofits to create or join smaller, more focused groups where people feel more at ease to share, discuss, and show support.

Take advantage of these spaces to interact personally with highly engaged audiences and have meaningful conversations.

5 Great social media nonprofits examples

There are plenty of examples of nonprofits doing a wonderful job on social media. Below, we explore just a few and extract useful social media tips for nonprofits.

1. Planned Parenthood

With over 1 million followers on Facebook, Planned Parenthood is an NGO that provides reproductive healthcare and education globally.

What it does well:

• It provides a variety of types of posts, from educational and informative to celebratory and fun content.
• It leverages attention-grabbing visuals to simplify information or draw attention to various topics.
• It posts consistently, several times a week, and focuses on the platforms where it gets the best results, such as Facebook and TikTok.

2. Women's March

Active on all major social media channels, Women's March is successfully using the power of these platforms to create transformative social change.

What it does well:

• It customizes content to fit the audiences' preferences from different platforms, such as Instagram, TikTok, or X.
• The content is crystal clear about the organization's mission and purpose.
• It puts people front and center in their social media content, whether through text or visuals.

3. Bat Conservation International

The Bat Conservation International signal shines bright across social media channels. With an impressive following on Facebook, Instagram, and TikTok, the expert conservationists and scientists from this nonprofit have nailed the social media game.  

What it does well:

• It captures and uses fascinating footage that few people have access to.
• It transforms dry information into fun snippets and facts.
• It caters well to its target audience on social media channels. It keeps it short on X, engaging on Instagram, and informative on Facebook.

4. World Health Organization

Few nonprofits are as respected and followed as the WHO. And it's no accident. Besides the incredible work the health agency is doing, the social media efforts are well coordinated and optimized.

"Agility is very important, and we are trying to keep up with the market trends," Diya Banerjee, Head of Social Media at the World Health Organization, told us.

What it does well:

• It publishes a mix of evergreen content and news-worthy updates.
• Social media analytics and metrics are always in focus, helping them make informed decisions and strategic moves.
• The nonprofit stays updated with trends and adapts formats to users' preferences.

5. Pencils of Promise

Pencils of Promise is a global NGO that brings quality education to children globally. The charity makes social media management look effortless, though we know that's not easy.

What it does well:

• It uses simple yet striking visuals from the communities it supports.
• It creates spotlights such as "Teacher of the Month" to show appreciation.
• It shows a human and playful side by incorporating children's drawings and many smiling faces.

Social media tools for nonprofits

To maximize social media efforts and streamline operations, nonprofits can take advantage of various tools designed to support their goals.

Below are a few social media tools for nonprofits that offer special discounts or free services tailored specifically for NGOs.

1. Socialinsider for nonprofit social media analytics

Socialinsider is the best social media analytics tool for nonprofits. It helps nonprofits track and measure the performance of their social media campaigns across different platforms — all at a 50% discounted rate.

The platform provides nonprofits with detailed insights on engagement, reach, follower growth, and other key metrics, allowing them to optimize their strategies.

Besides understanding performance, you can generate clear and visually appealing reports that you can share with stakeholders or include in fundraising proposals.
Socialinsider also offers advanced tools for competitor analysis, enabling you to stay on top of trends and tune into people's preferences.  

Nonprofits use Socialinsider to monitor the success of their content, benchmark their social media performance, and identify areas for improvement. Try it for free.

2. Canva for premium design features

Canva is an easy-to-use graphic design tool that helps organizations create visually engaging content for their social media channels.

With Canva, nonprofits can design everything from social media posts to presentations and fundraising materials.

Canva offers a free premium subscription to eligible nonprofits, giving them access to professional templates, design tools, and resources to enhance their social media presence.

3. Donorbox for donation forms and campaigns

Donorbox is a fundraising tool that allows nonprofits to easily create donation forms and fundraising campaigns.

It integrates with various social media platforms, making it easier for nonprofits to promote donations and collect contributions directly through their social media profiles.

4. Google for integrated ads

Google offers nonprofits access to several tools and services for free or at a reduced cost, including Google Ad Grants, which provides up to $10,000 per month in free Google Ads.

This tool can be leveraged by NGOs to promote social media campaigns and drive traffic to nonprofits' social media profiles or websites.

Final thoughts

Whether looking to improve your social media analytics or learn about social media best practices for nonprofits, this guide equipped you with the knowledge and confidence to improve your NGO’s social media presence.

With a clearer understanding of how to create a strategy and launch social media for your nonprofit, you can now drive engagement and achieve your organization's goals. And with the right tools, you can lower costs and turn limitations into growth opportunities.

Analyze your social media performance and benchmark competitors!

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