Social Media for Non-profits: The Ultimate Guide

Social media has become an indispensable tool for organisations of all shapes and sizes.

For non-profits, social media presents a unique opportunity to amplify their mission, engage with supporters, and drive tangible results, all while operating on limited resources. With billions of active users across platforms, social media is not just a trend but a critical tool for outreach and impact.

Social media’s evolution from a platform for casual interaction to a professional and advocacy tool means it holds immense potential for organisations that know how to navigate it effectively.

However, success requires more than just a presence—it demands a thoughtful strategy and a commitment to storytelling, consistency, and measurement.

This guide is your comprehensive resource for leveraging social media effectively as a non-profit. From strategy development and content creation to audience engagement and analytics, this guide provides practical tips, insights, and strategies tailored to the non-profit sector.

1. The Importance of Social Media for Non-profits

Social media has transformed the way non-profits communicate and connect with their audiences. This chapter delves into the fundamental reasons why social media is a powerful tool for non-profits. From raising awareness to driving donations, the benefits of a well-executed social media strategy are immense.

1.1 Why Social Media Matters

Social media isn’t just for big brands or influencers; it’s a game-changer for non-profits too. From building relationships with donors to fostering grassroots movements, platforms like Facebook, Instagram, LinkedIn, and TikTok allow organisations to tell their stories, connect authentically, and drive tangible results. Here are key reasons why social media is crucial:

Raise Awareness: Share your mission, campaigns, and impact stories with a global audience.
Engage with Supporters: Build a community of donors, volunteers, and advocates who are passionate about your cause.
Drive Donations and Fundraising: Use compelling storytelling to inspire financial support.
Advocate for Change: Amplify important issues and mobilise action.
Connect with Partners: Network with like-minded organisations, influencers, and thought leaders.

1.2 Wider Reach

Social media platforms collectively have billions of users, offering non-profits the chance to connect with audiences across the globe. This allows smaller organisations to compete on a level playing field with larger entities. For example, campaigns like #GivingTuesday can go viral, mobilising millions of people to support causes worldwide.

Non-profits like UNICEF have successfully used platforms like Instagram to raise awareness about global issues, sharing powerful visuals and personal stories to reach a broader audience.

1.3 Cost-Effective Marketing

Unlike traditional advertising methods, social media offers cost-effective ways to promote campaigns, with options ranging from free posts to affordable paid ads tailored to specific audiences. Paid social media ads can be highly targeted, allowing non-profits to maximise returns on limited budgets.

For example, Facebook Ads let organisations target users based on location, interests, age, and behaviour. A small non-profit can run a campaign for as little as $50 and reach thousands of potential donors or volunteers.

1.4 Community Engagement

Social media fosters two-way communication, enabling non-profits to engage directly with their supporters, answer questions, and build meaningful relationships. Features like Facebook Groups and Twitter Spaces enable intimate, community-focused discussions.

Community engagement examples include organisations like the Red Cross using Twitter during natural disasters to update communities, answer questions, and share safety tips.

1.5 Data and Analytics

Most social platforms provide built-in analytics tools, offering insights into audience demographics, post performance, and engagement trends. This data is invaluable for refining strategies. For instance, understanding which posts generate the most clicks or shares can inform future campaigns.

For more insights, read our article Harnessing Social Media for Non-profits: A Guide to Engage and Inspire.

1.6 The Role of Social Media in a Digital Strategy

Social media is just one part of a larger digital ecosystem that includes your website, email campaigns, and other communication tools. An integrated strategy ensures that these components work together seamlessly to achieve your goals.

For instance, your website serves as the hub of your digital presence, housing in-depth information about your mission, projects, and ways to get involved. Social media drives traffic to this hub, while email campaigns nurture those who’ve already engaged. Together, these tools create a cohesive narrative that moves supporters from awareness to action.

1.7 Case Studies of Success

Consider the following examples of non-profits that excelled on social media:

Charity: Water: Using Instagram Stories to share real-time updates on projects and impact, Charity: Water has mastered the art of transparency and connection. Their posts often include testimonials from beneficiaries, showing the direct results of donor support.
World Wildlife Fund: Their #LastSelfie campaign utilised Snapchat to spread awareness about endangered species. By creating an emotional, time-sensitive message, they mobilised younger audiences and raised significant funds in a short period.
Crisis Text Line: Leveraging Twitter for advocacy and providing resources during crises, this organisation demonstrates how social media can serve as a life-saving tool while raising awareness about mental health issues.

Each of these organisations understands their audience, crafts compelling stories, and uses the strengths of each platform to maximise their impact.

2. Understanding Social Media Platforms

With countless social media platforms available, non-profits often wonder which ones are worth their time and effort. This chapter explores the most popular platforms and offers insights into choosing those that align best with your goals and audience.

2.1 Overview of Major Platforms

Not all social media platforms are created equal, and selecting the right ones for your non-profit depends on your goals, audience, and resources. Below is an in-depth exploration of each major platform:

Facebook

Best for building communities, sharing stories, and running fundraising campaigns. Facebook’s groups feature allows non-profits to create tightly knit communities around specific issues.

Audience: Broad demographic, especially adults aged 25-65.
Strengths: Community building, event promotion, and peer-to-peer fundraising.
Features to Leverage:
- Facebook Groups for fostering discussions.
- Fundraising Tools for seamless donations.
- Facebook Live for real-time engagement during events.
Best Practices: Post a mix of stories, event updates, and compelling calls-to-action. Use storytelling techniques to share impactful anecdotes from beneficiaries or volunteers.

Example: The ALS Association used Facebook Live to host a virtual fundraising event, allowing supporters to donate in real time.

Instagram

A visual platform perfect for storytelling through photos and videos. Instagram’s Reels and Stories features allow non-profits to create dynamic, engaging content that resonates with younger audiences.

Audience: Younger demographic, aged 18-34.
Strengths: Visual storytelling and donor engagement.
Features to Leverage:
- Stories and Reels for creative content.
- Carousel Posts for sharing impactful visuals.
- Instagram Shopping for selling merchandise.
Best Practices: Use high-quality visuals and behind-the-scenes content to build authenticity. Encourage user-generated content by inviting followers to share posts using a branded hashtag.

Example: Charity: Water frequently uses Instagram Stories to provide updates from the field, showcasing how donor contributions are making a difference.

Useful for professional networking, partnerships, and thought leadership. It’s the go-to platform for reaching corporate donors and showcasing organisational achievements.

Audience: Professionals and corporate donors.
Strengths: Networking and thought leadership.
Features to Leverage:
- LinkedIn Articles to share in-depth content.
- Company Pages to highlight your organisation’s mission.
- LinkedIn Ads for targeted campaigns.
Best Practices: Share success stories, testimonials, and data-driven impact reports. Engage with partners and thought leaders through comments and direct messages.

Example: World Wildlife Fund (WWF) shares insightful LinkedIn posts highlighting corporate partnerships that fund their environmental initiatives.

TikTok

Emerging as a platform for creative and engaging content targeting younger audiences. TikTok thrives on authenticity and humour, making it a powerful tool for awareness campaigns.

Audience: Gen Z and Millennials, aged 16-34.
Strengths: Viral campaigns and creative storytelling.
Features to Leverage:
- Short-form videos to explain your cause.
- Hashtags to join trending conversations.
- Collaborative challenges to encourage user-generated content.
Best Practices: Participate in trends and showcase your mission in an engaging, lighthearted way. Use trending audio clips to boost visibility.

Example: The Trevor Project uses TikTok to share mental health tips and encourage LGBTQ+ youth to reach out for help.

Twitter / X

Ideal for advocacy, real-time updates, and engaging with trending topics. It’s also a great platform for thought leadership, allowing organisations to participate in larger conversations.

Audience: Adults aged 18-49, often professionals and activists.
Strengths: Real-time updates and advocacy campaigns.
Features to Leverage:
- Threads to tell compelling stories.
- Twitter Spaces for live discussions.
- Hashtags to join global conversations.
Best Practices: Engage with followers through replies and retweets. Use trending topics to highlight your cause. Share quick updates during events or crises to keep followers informed.

Example: Greenpeace uses Twitter to mobilise activists and share updates on environmental campaigns in real time.

For a more detailed breakdown, visit Top Social Media Platforms Nonprofits Should Leverage in 2025.

2.2 Matching Platforms to Your Goals

Select platforms based on your organisation’s objectives and audience:

Awareness Campaigns: Instagram, Facebook, YouTube
Advocacy: Twitter, LinkedIn
Volunteer Recruitment: LinkedIn, Facebook
Youth Engagement: TikTok, Instagram

Start by identifying where your audience spends their time. For example, if your target demographic is professionals aged 35-50, LinkedIn and Facebook are likely to yield the best results. Conversely, TikTok and Instagram are better suited for engaging younger audiences.

2.3 Understanding Platform Algorithms

To maximise your reach, it’s essential to understand how each platform’s algorithm works:

Facebook and Instagram: Prioritise content that generates meaningful interactions, such as comments and shares. Posting consistently and engaging with followers boosts visibility.
Twitter: Rewards timely, relevant, and frequent posts. Hashtags are essential for increasing discoverability.
TikTok: Focuses on creative, high-engagement content regardless of follower count. Trends play a significant role in visibility, so stay updated on what’s popular.
LinkedIn: Highlights professional content and encourages networking. Engaging with posts from others in your sector can improve your visibility.

By understanding these nuances, non-profits can tailor their content to align with what each platform values, increasing the likelihood of reaching their audience.

3. Crafting a Social Media Strategy

A successful social media presence doesn’t happen by accident. This chapter focuses on creating a comprehensive strategy that aligns with your organisational goals and maximises your impact.

We’re going to touch on some of the basics here, but if you want to dive deep into a developing a winning social media strategy as a non-profit, be sure to download our free e-book and check out our more detailed social media strategy guide.

3.1 The Foundations of a Strategy

A robust social media strategy aligns your efforts with organisational goals. Follow these key steps:

Define Clear Goals

Define clear, measurable objectives for your social media efforts. These might include:

Increasing followers by 20% in six months
Driving 500 website visits per month from social media
Raising £10,000 through a specific campaign

Effective goals follow the SMART framework:

Specific: Focus on a particular area of improvement.
Measurable: Quantify your progress with metrics.
Achievable: Set realistic targets based on your resources.
Relevant: Align goals with your organisation’s mission.
Time-Bound: Establish a deadline for achieving your objectives.

Understand Your Audience

Create detailed audience personas to understand who you’re speaking to. Consider factors such as:

Demographics: Age, gender, location
Psychographics: Interests, values, and motivations
Behaviour: Online habits, preferred platforms, and content types

For example, if your non-profit focuses on animal welfare, your audience might include:

Pet Owners: Motivated by stories of rescue and rehabilitation
Young Activists: Passionate about advocacy and eager to share content
Corporate Sponsors: Interested in aligning their brand with a charitable cause

Understanding your audience helps you craft messages that resonate and inspire action.

To help create these personas, you can use audience research tools like:

Google Analytics: To understand traffic sources.
Facebook Audience Insights: To gather demographic data.
Surveys: Directly ask your followers for input.

Segmenting your audience into groups (e.g., donors, volunteers, and advocates) can help tailor your messages more effectively.

Develop a Content Calendar

A content calendar is essential for consistency and strategic posting. It provides a roadmap for your content, ensuring that you remain organised and aligned with your goals. A well-planned calendar should include:

Key dates such as holidays, awareness days, or campaign launches
Themes for each week or month
Post types, including visuals, stories, and links to blogs

By scheduling your content, you can maintain a steady flow of posts while freeing up time to focus on engagement and measurement.

A well-organised content calendar ensures consistent and diverse posts. Consider including:

Educational Content: Facts, statistics, and information about your cause.
Storytelling Posts: Personal stories from beneficiaries or volunteers.
Engagement Opportunities: Polls, quizzes, or Q&A sessions.
Calls-to-Action: Donation links, event registrations, or petition sign-ups.

Example: A wildlife conservation non-profit might schedule weekly posts featuring endangered species facts, success stories, and donation appeals.

3.2 Measuring Success

Understanding the return on investment (ROI) of your social media efforts ensures that resources are allocated effectively. Measuring ROI helps demonstrate the value of social media to stakeholders and informs future campaigns.

Key metrics to track include:

Engagement Metrics: Likes, comments, shares, and retweets.
Conversion Metrics: Website clicks, email sign-ups, and donations.
Reach Metrics: Impressions and follower growth.
Sentiment Analysis: Understanding public perception through feedback.

Tools for Tracking ROI

Platforms like Google Analytics, Sprout Social, and Facebook Insights offer detailed reports on campaign performance. Set up goals within these tools to measure conversions and track progress.

Calculating ROI

Use this formula to calculate ROI:

Example: If a campaign costs $500 and raises $5,000 in donations, the ROI is 900%.

3.3 Budgeting for Social Media

Effective social media strategies don’t have to break the bank. Free tools like Canva for graphics and Buffer for scheduling can be invaluable for resource-limited non-profits. However, allocating a small budget for paid ads or boosted posts can significantly amplify your reach. (We’ll discuss some of these tools in the next section.)

4. Tools and Automation

Managing multiple platforms can be overwhelming. Here are some tools to streamline efforts:

Content Creation

Canva: Create stunning graphics and visuals with templates.
Piktochart: Design infographics to simplify complex data.

Scheduling and Management

Hootsuite: Manage multiple accounts and schedule posts in advance. Learn more at Hootsuite’s website.
Buffer: Offers analytics and scheduling capabilities. Explore Buffer here.
Copalana StoryTeller: We have our own social media management platform, specifically geared towards non-profits and integrating with our volunteering and fundraising ecosystem. Try it out for free!

Analytics

Google Analytics: Track referral traffic from social media. Learn how to set up and use Google Analytics here.
Sprout Social: Gain deep insights into audience behaviour and engagement metrics. Discover its features here.

Fundraising

GiveWP: Integrates with social media for seamless donation collection. Check it out here.
Classy: Simplifies crowdfunding and campaign management. Explore Classy’s solutions here.

Advanced Tools for Engagement

Mention: Monitor online mentions of your organisation to engage in real-time. Learn more here.
SocialBee: Helps customise posts for different platforms while automating repetitive tasks. See SocialBee’s offerings here.

Using these tools, organisations like Habitat for Humanity have streamlined their operations and reached more supporters efficiently.

Learn more in Timesaving Digital Marketing Tools for Small Nonprofits.

5. How To

Now it’s time to get into some common questions non-profits have when tackling social media. If you’ve ever wondered exactly how to achieve your social media goals, the answer is probably right here in this chapter!

5.1 How to Create Engaging Content

Engaging content is the cornerstone of a successful social media presence. This chapter will explore the art and science of crafting content that captivates, educates, and inspires action. From storytelling to leveraging various media formats, you’ll learn how to make your posts stand out.

The Power of Storytelling

Stories are the heart of successful social media campaigns. They create an emotional connection that inspires action. Focus on highlighting:

Personal stories of impact
Behind-the-scenes content from your team
Testimonials from beneficiaries or donors

Stories that show tangible results not only build trust but also encourage supporters to share your content. For example, a video showcasing a family whose life was transformed by your organisation’s work can inspire both donations and advocacy.

Types of Content

Content variety is key to maintaining audience interest. Examples include:

Infographics summarising key data
Video interviews with beneficiaries
Photo galleries of recent events
Blogs that offer deeper insights into your work

Each type of content serves a purpose. Videos might work best for emotional storytelling, while infographics are ideal for presenting statistics and achievements in a digestible format.

Interactive Content

Interactive posts such as polls or quizzes can significantly boost engagement. These features prompt your audience to participate actively in your mission. For example:

Use polls to ask followers about their preferred ways to support your cause.
Create quizzes to educate users about your mission while fostering engagement.
These strategies not only engage but also provide valuable insights into your audience’s preferences.

Accessibility in Content Creation

Ensure your content is inclusive. Add captions to videos and use alternative text for images to make your posts accessible to all audiences. Accessible content broadens your reach and ensures inclusivity. Simple steps include:

Adding captions to all video content.
Using alt text to describe images for visually impaired users.
Avoiding graphics with poor colour contrast.

5.2 How to Grow and Engage Your Audience

Growing an audience is only the first step in building a meaningful presence on social media. Once you’ve gathered followers, keeping them engaged is crucial to maintaining their interest and inspiring action. This chapter will guide you through proven techniques to expand your audience and foster lasting connections with supporters.

Building a Following

Developing a loyal following requires consistent effort and strategy. Here’s how to get started:

Engage with Other Accounts: Commenting, liking, and sharing relevant posts from others in your sector increases visibility and builds relationships.
Use Hashtags - Relevant hashtags can exponentially increase post visibility. For example, #AdoptDontShop is widely used by animal welfare organisations to promote pet adoption.
Collaborate with Influencers - Partnering with influencers who align with your mission can introduce your cause to a wider audience. Micro-influencers, in particular, often have highly engaged followers.
- Example: A partnership with a vegan lifestyle influencer helped PETA reach thousands of animal lovers who were unaware of their campaigns.
Host Live Events - Live streaming builds real-time connections. A virtual walkathon or live Q&A with your director can engage supporters and encourage donations.
Encourage User-Generated Content - Invite supporters to share their own stories, photos, or videos. For example, a health-focused non-profit could encourage users to share fitness journey milestones while tagging the organisation.
Post Consistently - Developing a consistent posting schedule helps maintain audience engagement. Tools like Copalana Storyteller can help automate this process.

For detailed tips, see How Nonprofits Can Increase Social Media Reach and Engagement.

Engagement Best Practices

Maintaining an engaged audience requires active communication. Consider the following tips:

Respond to Comments: Acknowledge positive feedback and address questions promptly. This shows your followers that you value their input.
Ask Questions: Spark conversation by posing thought-provoking or mission-related questions.
Show Gratitude: Publicly thank donors and volunteers to strengthen your relationship and inspire others to contribute.

Hosting Social Media Events

Social media events like live Q&A sessions, webinars, or virtual fundraisers can energise your audience and provide direct interaction. Platforms such as Facebook Live, Instagram Live, and Twitter Spaces are excellent for hosting events in real-time.

Collaborating with Partners

Partnering with like-minded organisations amplifies your reach. Cross-promotions, co-hosted events, and shared campaigns can engage new audiences while strengthening your mission’s visibility.

5.3 How to Measure Success and Adapt

Measuring the effectiveness of your social media efforts ensures you’re on track to achieving your goals. This chapter will break down key performance indicators (KPIs), tools for analysis, and how to adapt your strategy based on data insights.

Key Metrics to Track

Metrics provide a clear picture of what’s working and where improvements are needed. Focus on:

Engagement Rates: Monitor likes, shares, and comments.
Reach: Measure how many unique users see your posts.
Conversions: Track clicks, sign-ups, and donations.
Follower Growth: Analyse trends in audience growth over time.

Tools for Analytics

Utilise these tools to simplify tracking:

Facebook Insights: Provides in-depth data on your page’s performance.
Google Analytics: Tracks traffic from social platforms to your website.
Hootsuite and Buffer: Offer comprehensive reporting features.

Adapting Strategies

Based on your analysis, refine your approach. Identify high-performing content and replicate its success while addressing areas of low engagement.

6. Overcoming Common Challenges

Social media is not without its challenges, particularly for non-profits operating with limited budgets, small teams, or constantly shifting priorities. This chapter addresses some of the most common challenges and provides practical strategies to overcome them.

6.1 Working with Limited Resources

Many non-profits face budget and staffing constraints, making it essential to maximise every resource. Strategies include:

Leverage Free Tools: Canva for design, Hootsuite for scheduling, and Mailchimp for email campaigns can reduce costs.
Repurpose Content: Adapt a single piece of content (e.g., a blog post) into multiple formats, such as a social media post, infographic, or video.
Utilise Volunteers: Engage skilled volunteers to assist with graphic design, copywriting, or video production.

6.2 Staying Relevant

The social media landscape evolves quickly. Staying relevant requires adaptability:

Monitor Trends: Use tools like Google Trends or Twitter Trends to identify emerging topics.
Engage in Real-Time: Respond to current events or viral trends that align with your mission.
Experiment: Try new formats, such as Reels or TikTok challenges, to see what resonates with your audience.

6.3 Handling Negative Feedback

Negative feedback is inevitable, but how you handle it can make a significant difference. Consider the following approaches:

Respond Calmly: Address criticism professionally and constructively.
Take Conversations Offline: If appropriate, resolve issues privately to avoid prolonged public disputes.
Learn from Feedback: Use criticism to improve your organisation's approach and messaging.

6.4 Ensuring Sustainability

Sustaining a consistent social media presence over the long term is another challenge. Address this by:

Developing a Content Bank: Create a repository of evergreen content to fill gaps during busy periods.
Automating Tasks: Use scheduling tools to maintain regular posting.
Prioritising Efforts: Focus on the platforms and strategies that yield the best results for your organisation.

By anticipating and addressing these challenges, non-profits can build a resilient and impactful social media presence.

6.5 Crisis Management on Social Media

In the age of social media, crises can escalate quickly. Non-profits must be prepared to handle negative feedback, misinformation, or unexpected controversies in a way that safeguards their reputation and maintains donor trust.

Establishing a Crisis Plan

Having a well-documented crisis communication plan is crucial. Key steps include:

Identifying a spokesperson for your organisation.
Preparing pre-approved messaging templates.
Monitoring social media channels for potential issues using tools like Mention or Brandwatch.

Responding Quickly and Transparently

Address concerns head-on with clear and honest communication. For example, if your non-profit receives backlash for an event, acknowledge the issue, explain steps taken to resolve it, and share updates as needed.

Learning from Crises

Post-crisis analysis can highlight areas of improvement. Use feedback and data to refine your strategies and avoid similar situations in the future.

7. Social Media Ethics and Responsibility

With great reach comes great responsibility. Non-profits have an ethical duty to ensure their social media strategies align with their values and serve their communities with integrity. This chapter explores how non-profits can maintain ethical practices, address misinformation, and build trust through transparency.

We’ll also go into what you’ll want to include when you’re developing a social media policy for your non-profit. You do have a social media policy, don’t you?

7.1 Prioritising Transparency

Transparency is crucial for building and maintaining trust. Supporters want to know how their contributions are being used and how their actions contribute to the organisation’s mission. Strategies include:

Regular Reporting: Share updates on the impact of campaigns, including fund allocation and project progress.
Clear Communication: Avoid ambiguous language in posts or responses to queries.
Honest Engagement: Address mistakes openly and provide solutions when errors occur.

7.2 Combatting Misinformation

The spread of misinformation can harm reputations and derail campaigns. Non-profits must actively combat false narratives by:

Fact-Checking Content: Verify all information shared on social platforms.
Educating the Audience: Create posts that address common myths or misunderstandings about your cause.
Responding Promptly: Correct misinformation when encountered, either through comments or direct posts.

7.3 Inclusivity and Representation

Social media provides a platform to amplify diverse voices and foster inclusivity. Best practices include:

Inclusive Imagery: Use visuals that reflect the diversity of your community and the people you serve.
Respectful Language: Avoid stereotypes or language that could alienate or offend.
Highlight Marginalised Voices: Share stories from individuals or groups that are underrepresented in your sector.

7.4 Responsible Fundraising Practices

Non-profits should ensure their fundraising efforts are ethical and respect donor intent. Tips include:

Avoiding overly aggressive donation requests.
Providing detailed breakdowns of how funds will be used.
Respecting donor privacy and adhering to data protection laws.

7.5 The Role of Leadership

Ethical social media practices must be championed from the top. Leadership teams should:

Establish a code of ethics for social media use.
Provide training to staff and volunteers on responsible social media practices.
Regularly review social media strategies to ensure they align with organisational values.

By prioritising ethics and responsibility, non-profits can strengthen their reputation and build lasting relationships with their supporters, ensuring their mission thrives in the digital age.

8. AI, Emerging Trends, and Case Studies

8.1 Leveraging AI on Social Media

Artificial intelligence (AI) is transforming social media strategies for non-profits. Here are some key uses:

AI-Powered Chatbots
Provide instant responses to supporter inquiries on platforms like Facebook Messenger. This ensures your organisation is accessible 24/7 and frees up staff time for more complex tasks.
- Example: The SPCA uses chatbots to answer questions about adopting pets, making the process quicker and easier for potential adopters.
Content Personalisation
AI can analyse data to suggest personalised posts or campaigns tailored to your audience. For example, machine learning algorithms can identify what types of content resonate most with donors versus volunteers.
Predictive Analytics
AI tools like Hootsuite Insights can forecast trends and audience behaviour, allowing for proactive strategies. Imagine being able to predict the best time to launch a fundraising campaign based on historical data.
AI for Content Creation
Tools like ChatGPT or Copalana StoryTeller can help non-profits draft social media posts, blog content, or email campaigns. While human oversight is still essential, these tools can save time and inspire creativity.

Discover more in our insight, How AI can Empower Non-Profits on Social Media.

8.2 Embracing Emerging Trends

Staying ahead of trends ensures your organisation remains relevant. Here are a few to watch:

Short-Form Video Dominance: Platforms like TikTok and Instagram Reels are shifting user preferences towards short, engaging videos. Non-profits can use these to share quick updates or success stories.
Social Commerce: Fundraising through direct purchases on platforms like Instagram and Facebook is becoming increasingly popular.
Ephemeral Content: Stories on Instagram and Facebook allow organisations to share time-sensitive updates or behind-the-scenes content that creates urgency.
Collaborative Campaigns: Partnering with other non-profits or businesses for shared social media campaigns can amplify reach.

8. 3 Case Studies: Social Media Success Stories

Charity: Water

Platform: Instagram.
Success: Engaged followers with storytelling and high-quality visuals. By sharing the journey of clean water projects, they inspired thousands to donate and participate.

WWF’s #EarthHour Campaign

Platform: Twitter.
Success: Mobilised millions globally to participate in a symbolic event. The campaign’s hashtag generated billions of impressions.

ALS Ice Bucket Challenge

Platform: Facebook and YouTube.
Success: Raised $115 million for ALS research in just eight weeks. This user-generated content campaign showcased the power of viral engagement.

Save the Children’s Virtual Reality Campaign

Platform: YouTube.
Success: Used VR to immerse viewers in the lives of children in crisis, creating an emotional connection that drove donations.

Final thoughts

Social media is a powerful ally for non-profits, offering tools and opportunities to engage communities, amplify causes, and achieve goals. By understanding your audience, leveraging the right platforms, and adopting effective strategies and tools, your organisation can unlock its full potential.

Dive deeper into specific tactics and trends by exploring our blog, including How Nonprofits Can Use Social Media to Transform Volunteering & Fundraising Stories. Start implementing these insights today, and watch your mission soar to new heights.

Social media offers non-profits unparalleled opportunities to make a difference in the world. By leveraging the strategies outlined in this guide, your organisation can navigate the digital landscape with confidence and purpose. Remember, the key to success is not perfection but persistence—keep learning, adapting, and connecting with your audience.

Further Resources

About the author

Raphael Shinners

As the head of communications for the platform, it's no surprise that Raph believes in the power of words. He's a skilled craftsman of language, always searching and often finding just the right way to inform, captivate, and inspire. As a long-time world traveller, he's seen first-hand so many of the challenges we face, and knows how important it is to connect effectively, to tell each other our stories, and to help each other rewrite the narrative of the planet.

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