Insights and New Information from Consultants

I’ve fundraised $725,000 in a single yr for a neighborhood charitable basis, and its social media technique performed an enormous half within the outcomes.

Not like companies, nonprofits don’t promote services or products. It’s a must to rethink your method and concurrently evoke compassion in your followers, improve their depend, and make donors consider in your noble trigger.

All below a restricted advertising and marketing funds. If you happen to’re questioning find out how to pull this off, maintain studying.

Desk of Contents

70% of donors go to a nonprofit’s social media profiles earlier than making a present, as Bloomerang discovered. However let’s depart fundraising apart for a second. Social media is a robust means to encourage supporters and get your group found by new audiences.

Viral video content material on TikTok is your go-to device. Organizations can construct a following exponentially by creating shifting or humorous content material.

An instance is a Highlight Humanity video gathering 1.1M views. The video is sort of easy — just a bit deed meaning an entire life to a baby.

2. It helps you nurture supporter relationships.

LinkedIn, X, TikTok, Instagram — all foster two-way communication and maintain audiences linked to a trigger. It additionally opens new doorways for networking with influential backers.

For instance, TeemTreas, a collaborative fundraising marketing campaign launched by YouTube star MrBeast, planted 20+ million bushes. The initiative discovered its supporters throughout totally different social media platforms.

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3. It provides to your transparency and credibility.

The largest concern of a supporter is that cash can be spent someplace else. Creating open annual reviews with all incoming and spent funds by articles provides immense transparency to an NGO of any dimension.

Subsequent, you create a collection of social media posts the place you share your numbers and beneficiaries’ tales.

4. It amplifies fundraising efforts.

Fb and Instagram supply particular instruments and options for nonprofits to ship extra givers to your web site or increase cash immediately on Fb and Instagram.

5. It helps you recruit volunteers and employees.

How did I uncover a basis to fundraise for? By way of their Instagram account, specifically Reels. How can we collect volunteers to take away particles or assist distribute meals kits?

Guess the reply. Social media campaigns.

We even employed a number of staff members who DM’d our Instagram account and supplied their assist as volunteers.

Media content material is one of the best ways to attach with change-makers and create a greater world.

The only instance is clean-up campaigns.

Bonus: You’re changing into a acknowledged thought chief in a selected sector, subsequently, boosting model consciousness on a neighborhood and international degree. Members of your group can be supplied interviews and broadcasts.

Upon getting it, develop your ICP (an excellent buyer profile) that you just wish to entice. Use HubSpot’s ICP Worksheet to seek out best-fit supporters.

2. Consider the important thing viewers segments.

Earlier than you write a single caption or cue up a reel, get clear on who you’re speaking to. Then, communicate of their language.

Donors fund the mission — they wish to really feel the true influence.

Volunteers give their time — they want a purpose to point out up.

Advocates and influencers carry your message — they thrive on tales value sharing.

Each wants totally different content material.

Tip: Totally different age teams favor totally different platforms. Gen Z could also be extra lively on TikTok or Instagram Reels, whereas Gen X leans towards Fb.

Use a free purchaser persona generator to grasp shared and distinctive traits of your audiences.

3. Analyze common volunteer actions and charitable organizations’ social media.

That is your goldmine of thought-provoking, humorous, touching, and entertaining campaigns to encourage your content material technique.

Begin by analyzing native charitable initiatives and organizations, and search for their social media. Take notes of top-performing posts and make assumptions about why they labored out.

Take note of the viewers section a publish was created for.

Right here, you wish to get concepts for attracting volunteers and micro-influencers.

Learn how to discover such initiatives? Google charitable organizations registered in your metropolis or nation, or use hashtags on social media.

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Examples: #AnimalRescue + #Seattle, #HomelessOutreach + #Philly, #LAvolunteers, #BeachCleanup, #ForYou, #donate.

Tip: Use ChatGPT Mannequin 4o to generate related hashtags.

4. Create a content material technique.

Plan your content material pillars. These are classes of posts you will rotate between.

Influence Tales

Movies of beneficiaries, their earlier than and after, or clips taken from the sector. This content material format is ideal for TikTok and Instagram Reels, in addition to for paid adverts. It will also be a carousel publish.

And keep in mind, your movies shouldn’t all the time be of superior high quality. They need to convey feelings and the truth on prime of the rest. Have a look at the publish beneath from an animal shelter rescue from Gaza.

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Behind-the-Scenes

These are primarily employees intros and each day staff actions, from the workplace and the sector.

Calls to Motion

Posts aiming to collect volunteers, emergency response, donate to a trigger, join your publication, signal a petition, and so forth.

For instance, MercyCorps urges you to donate to ability coaching packages for smallholder farmers in Guatemala by matching 2X your contribution.

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Academic Posts

Infographics, consciousness information, or survey outcomes. In each video and graphic codecs.

For instance, UNICEF Ukraine shares instructional Reels, Tales, and Carousels twice per week to show mother and father or youth about how to deal with war-caused nervousness, find out how to correctly feed an lively teenager, and so forth.

Within the publish beneath, UNICEF collaborated with a baby therapist and featured 24 concepts for drained mother and father to play with the infant.

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Occasion Highlights

Once you attend occasions for NGOs, fundraising evenings, or speak to authorities officers, you wish to share the information and key takeaways and tag the occasion or an vital individual. This manner, you forge trustworthiness and improve model consciousness.

You’ll be able to create a standalone publish or repost certainly one of your colleagues.

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Donor Spotlights

Acquired a non-anonymous contribution or signed a brand new contract with a donor? Flip this into the publish! Make images with a contributor, document a brief video-interview (might be achieved on-line by way of Zoom), and make them really feel appreciated.

Plus, the giver will repost it and present your work and influence to their audiences.

At District #1, we share such information throughout all platforms.

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5. Measure outcomes and enhance.

And, as the ultimate step of your social media technique for a nonprofit, flip to analytics. Outline what metrics you’ll be working in direction of at first and verify each month if you happen to’re on observe. Attempt to replicate top-performing content material and see if it yields the identical outcomes.

What metrics to trace:

• Engagement price
• Attain/impressions
• Hyperlink clicks/visitors
• Follower development
• Donations from social

Run and analyze all of your social media campaigns from one place. Join with folks you care about on every social platform.

In response to HubSpot’s 2025 Social Traits Report, 85% of entrepreneurs discovered that social media advertising and marketing was efficient for his or her manufacturers. Charitable organizations additionally noticed above-median engagement charges throughout all social media platforms, with TikTok dominating the engagement price per video.

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Whereas it’s nice to have a diversified nonprofit social media technique, specializing in too many platforms without delay makes use of up numerous time and sources.

So, as a substitute, I recommend deciding on two to 4 platforms that work finest for my trigger and sticking to them till you attain your social media targets.

My favorites are Instagram and TikTok. Since every platform has its distinctive options and consumer preferences, you need to observe totally different methods to maximise your content material’s influence.

1. Fb

I’ve been utilizing Fb ever since I received my first smartphone.

However this yr, 1 in 5 entrepreneurs plan to chop investments in Fb and pour budgets into YouTube, TikTok, and Instagram, in response to the 2025 HubSpot Social Traits Report.

Provided that, I’d not prioritize this platform, however ditching it utterly would even be a mistake. Millennials are nonetheless hanging out on Fb, that means your viewers might be there. Plus, their non-public contributions are beneficiant — most millennial donors gave between $100 and $499 in 2024.

(That is additionally why I counsel you to create a purchaser persona and perceive the place your supporters sit.)

Contemplate No Child Hungry, a charity group that goals to finish childhood starvation within the U.S. The nonprofit has gained over 334,000 followers by usually posting about its campaigns and actions on its Fb Web page.

Numbers apart, Fb gives simplicity and flexibility. My friends from nonprofits had success selling all sorts of content material, from texts and movies to infographics and polls. Let’s take a look at some methods they observe.

Learn how to Use Fb for Nonprofits

• Livestreaming: In comparison with pre-recorded movies, livestreams give organizations greater engagement charges. You’ll be able to present real-time updates about your nonprofit’s actions by livestreaming them. On the similar time, viewers could make donations by way of the livestream itself.
• Utilizing the donation button: Throughout a fundraising marketing campaign for unsheltered folks, one knowledgeable created a devoted Fb Web page with a donation button. This made it simpler for supporters to make donations as soon as they visited the web page.
• Becoming a member of Fb teams: Teams enable nonprofits to achieve a world viewers that shares the identical ardour. You’ll be able to publish on totally different Fb teams to ask for donations or volunteers. You can too handle your individual group, the place you may share updates with supporters.

2. Instagram

Instagram has change into the #1 platform for nonprofit discoveries amongst Gen Z, in response to 1,000 surveyed supporters. On prime of that, 51% of Gen Z volunteer their time in tandem with their monetary contribution.

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So, this platform is good for participating the younger viewers and recruiting volunteers.

Nevertheless, Instagram solely promotes visible content material codecs like photographs and movies. This could pose a problem if you happen to favor writing about your model.

Use varied reel templates, memes, and different social media developments for nonprofits to show severe charity info into enjoyable content material your viewers will love.

Hilarity for Charity’s Instagram posts just lately grabbed my consideration whereas scrolling by way of my newsfeed.

I like how they use content material classes and model colours to create a robust and supportive ambiance whereas educating readers about Alzheimer’s illness.

Learn how to Use Instagram for Nonprofits

• Partnering with influencers. Influencer advertising and marketing is one of many key methods to extend viewers interplay, and Instagram is a superb place to seek out public figures who’re enthusiastic about charitable causes. You’ll be able to ask influencers to create reels showcasing their assist in your trigger.
• Cross-sharing. If I make a publish on Fb, I can share it on Instagram with one click on. So, even if you happen to’re low on time, you may rapidly run a marketing campaign on two social media platforms without delay.
• Utilizing Instagram Tales. You should use Instagram Tales to construct curiosity amongst your followers and get them to go to your profile. Tales sometimes embody sneak peeks into your newest campaigns, shoutouts to supporters, and a few behind-the-scenes pictures of volunteers working.

3. TikTok

TikTok’s 2.85% engagement price per video in comparison with 0.66% for Fb makes this video-based platform a strong selection for social media advertising and marketing technique for nonprofits. It helps charities not simply by way of fundraising but in addition by rolling out new options.

For instance, in 2023, TikTok donated $250,000 to the Uncommon Influence Fund whereas introducing options like sleep reminders and screen-time limits to assist psychological well being.

TikTok’s demographics largely consist of individuals beneath the age of 34 . This implies I can simply attain Gen-Zers and youthful millennials on the app.

Different nonprofits additionally use TikTok for development and elevated attain. American Most cancers Society, for example, has constructed presence on TikTok and has gained over 28,700 followers.

Learn how to Use TikTok for Nonprofits

• Creating video content material: Create movies about subject actions, fundraising campaigns, and occasion planning. This exhibits supporters the way you’ll be spending their donations.
• Utilizing Donation Stickers: Ensure so as to add Donation Stickers to all movies. This manner, followers can immediately make donations with out spending time trying to find a hyperlink.
• Importing brief movies: TikTok permits video uploads of as much as three minutes. Nevertheless, I like to recommend importing shorter movies which can be lower than 30 seconds as a result of these get essentially the most engagement.
• Use hashtags: It should make your account and movies discoverable for brand spanking new supporters and can be added to Google SERPs.

4. X (Previously Twitter)

Trendy companies are shifting their focus to video-based platforms, however X nonetheless has a fair proportion, with 63% of B2C manufacturers utilizing X. Personally, I additionally think about X a fantastic nonprofit advertising and marketing channel.

However it’s not simply me. Different nonprofits have had nice outcomes on this platform. Contemplate Oceana Worldwide, an NGO devoted to saving and restoring the oceans. It has amassed greater than 482,800 followers on X.

X has a large superstar presence, which suggests you may seize the eye of celebs who is likely to be involved in working in your trigger.

Creating content material on the platform can be simple, because it permits customers so as to add brief captions to pictures and movies.

Nevertheless, what’s tiring about X is that I must publish each day. In any other case, engagement charges rapidly die down, and it turns into tough to extend your attain as soon as extra.

Learn how to Use X for Nonprofits

• Organizing content material into threads: X posts (previously tweets) have a restrict of 280 characters. However I’ve discovered that threads are an effective way to get across the restrict. Not solely do they permit me to share extra info, however in addition they persuade the X algorithm that my posts are participating.
• Posting throughout prime time: The trick is to publish at a time when customers are most lively. Latest research discovered a candy spot between 9 AM and 11 AM throughout workdays.
• Utilizing actionable CTAs: One other approach I improve my engagement on X is through the use of calls-to-action like “Share if you happen to assist this trigger” or “100k likes, and we’ll set up free well being checks this month.” This encourages folks to work together with my posts by way of likes, reposts, and feedback, growing my attain.
• Creating branded hashtags: Utilizing common hashtags may help you attain a big viewers. You can too create your individual hashtags and encourage followers to make use of them of their posts.

Equally, lots of of different nonprofits have efficiently created social media campaigns on platforms like Reddit, Threads, and LinkedIn. The platform you select is dependent upon your aim and the demographics you wish to goal.

Meagan Jackman, President and CMO of The Harkey Group, offers steering that can assist you select the perfect platform:

“If a nonprofit wants company donations, the staff ought to flip to LinkedIn. If there’s a youth nonprofit trying to communicate to oldsters, they need to leverage Fb. If the message is informational, YouTube is a superb medium.”

The last word aim is to be the place your target market can discover you.

My expertise confirmed that LinkedIn is the best method to discover institutional companions and huge donors. Nevertheless, I used a mixture of private branding and chilly outreach.

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Use superior data-driven ways.

Deal with conversions that matter. Donation clicks, volunteer sign-ups, occasion RSVPs. Mix social information with CRM insights for full-funnel monitoring.

Keep in mind to A/B-test a number of variations of the identical publish throughout totally different sub-audiences. Analyze micro-conversions (e.g., 10-second video views vs. hyperlink clicks) to refine messaging.

Add distinctive UTM tags to marketing campaign posts to measure platform ROI and see precisely which supply drives the highest-value actions.

Having these information factors, you may double down on what works, even with a restricted funds.

Habitat for Humanity

Habitat for Humanity is a charitable basis that helps with social housing. It has a presence on all social media apart from TikTok. Nevertheless, I observed that their Instagram generates essentially the most engagement.

Their staff focuses on creating subject content material, displaying building in progress, and that includes tales with joyful beneficiaries.

The web page seems vibrant and actually provides off that robust mission vibe. I like to recommend that nonprofits examine this Instagram and take notes on the sector content material.

Greenback For

Greenback For has a noble mission to pay hospital payments that folks can’t afford. It has amassed a fantastic following throughout totally different social media platforms with out investing in fancy video manufacturing. TikTok has 93,500 followers, whereas Instagram has 64,600 followers.

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The founding father of the group information his ideas on the subject and posts instructional content material on daily basis, together with beneficiaries’ tales, medical payments which can be queuing to be paid, and so forth.

I like that degree of authenticity! It permits for an actual reference to the mission and his ardour, which is contagious.

Word: They repurpose the identical content material throughout totally different platforms whereas altering captions and colours. And this technique works! You’ll be able to replicate this too for cost-effectiveness.

The Wildlife Trusts

Their noble mission is to revive nature throughout the globe. A 100-year-old basis discovered its supporters on X (aka Twitter) with 272,100 followers and an lively viewers below its posts.

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They share lovely nature posts whereas additionally sparking debates with the UK authorities. One second it is a humorous animal meme, the subsequent — it’s a name for donations or an academic infographic.

The Wildlife Belief is a wonderful instance of how totally different content material performs and the way it resonates with each loyal supporters and new guests. I additionally love how they use emojis in intelligent methods to strengthen that reference to nature.

Study from their posts and write down which posts captured your consideration. Assume ‘why?’ for a second. Word it, too. Then, replicate the technique.