As a nonprofit, it can be difficult to relate to the type of content you see dominating social media. Every post seems to be rooted in entertainment: funny babies, cool carpentry projects, or interesting world facts. How likely is it that someone would want to follow a nonprofit account?
The truth is that while people scroll for quick dopamine hits, they are also searching for meaning. Nonprofits exist to fulfill causes that extend beyond shallow entertainment. They work toward creating tangible, lasting change and building stronger communities. There is an audience actively looking for the work your nonprofit does, and they are eager to find a community to be a part of.
When used strategically, social media is one of the most cost-effective ways for nonprofits to raise awareness, promote events, highlight needs, and inspire support. The importance of social media for nonprofits cannot be overstated. It creates a digital home where people can connect, learn, and take action with just a few clicks.
Why Social Media Matters for Nonprofits
Social media provides nonprofits with more than just visibility; it offers a pathway to community growth and deeper engagement. Unlike traditional marketing methods like mailers or print ads, platforms such as Facebook, Instagram, TikTok, and LinkedIn allow you to reach people directly where they spend most of their time. These platforms make it easy to:
- Share calls to action for donations or volunteers.
- Highlight upcoming events, fundraisers, or campaigns.
- Build awareness about your cause cost-effectively.
- Encourage engagement through likes, shares, and comments.
For some nonprofits, social media can be the marketing driver for bringing the most brand awareness of missions, campaigns, and events.
The importance of social media for nonprofits lies in its ability to effectively transform passive viewers into active supporters of your mission.
Social Media as a Community Builder
At its core, social media is about connection. For nonprofits, that means creating an online community of people who care about the same cause. Whether it is a local animal shelter posting rescue success stories on Facebook or a global climate charity using TikTok to share quick educational videos, social platforms bring like-minded individuals together. This sense of belonging keeps supporters engaged and makes them more likely to donate, volunteer, and spread the word about your work.
Additionally, social media is intended for sharing passions. Social media allows your top advocates to like, share, and comment – allowing for more visibility to their friends and followers.
Practical Benefits for Nonprofits
Beyond awareness, social media provides tangible benefits:
- Fundraising: Donation links and campaigns can be launched with little cost, reaching both loyal supporters and new audiences.
- Volunteer Recruitment: A single Instagram post or LinkedIn update can spark interest and connect you with people eager to give their time.
- Campaign Awareness: Platforms allow organizations to instantly highlight urgent needs or promote ongoing initiatives.
For nonprofits, every click, share, and comment is more than a number. It is a step toward furthering your mission.
Examples of Nonprofits Using Social Media Effectively
Many top nonprofits have mastered the art of digital community-building:
- Charity: Water on Instagram regularly shares compelling visuals of its clean water projects. These posts engage followers by connecting donations directly to impact, building trust and community around the cause.
- The Trevor Project on TikTok uses short, relatable videos to reach younger audiences and encourage engagement with their mental health resources.
- World Wildlife Fund (WWF) on Facebook runs highly shareable campaigns, like endangered species awareness days, which invite their community to spread the message far beyond the organization’s own page.
These examples showcase the importance of social media for nonprofits. With creativity and consistency, organizations can build communities that amplify their cause.
Best Practices for Nonprofits on Social Media
To make the most of social platforms, nonprofits should:
- Stay consistent with posting schedules.
- Engage with followers by responding to comments and messages.
- Utilize a combination of content types, including photos, videos, live streams, and stories.
- Tell compelling stories. Sometimes the best stories are the most dramatic, showing sides of the work you do that drive emotional responses.
- Showcase your volunteers and sponsors. This allows for more community engagement.
- Remember to feature all events frequently. People can’t get involved if they don’t know about it. Don’t worry about showing events too much – viewers many times will not pay attention until they see something a few times.
- Select the most suitable platforms based on where your target audience spends their time (LinkedIn for professional purposes, TikTok for younger audiences, and Facebook and Instagram for a broad reach).
Getting started on social media does not have to be overwhelming. Begin by identifying your goals, choosing one or two platforms, and committing to posting consistently. Share stories, celebrate milestones, and invite your community to engage. The result is more than clicks. It is a thriving digital community that drives your mission forward.
Want to work with a social media agency that knows how to create custom strategies for nonprofits? Reach out to us today and let us build your online community together.
