Social Media for Nonprofits + Charities: How to Build Your Strategy
Being able to create a social strategy as a nonprofit or charity is incredibly important. Here is your guide for nonprofits on social media strategy and growth.
Posted last year
Written by
Mackenzie TaylorPosted last year
If you’re a nonprofit or charity, you might be wondering why in the world you should have social media when you’re focusing more on raising money for your organization. And guess what? That’s the exact reason why your nonprofit SHOULD be on social media and have a social media strategy!
With billions of people online every single day, you’re missing out on connecting with donors, recruiting volunteers, and sharing your story with people to help raise awareness for your nonprofit or charity.
If you’re nervous about taking the plunge and not exactly sure where to begin when it comes to social media, we’ve got you. Don’t worry, we’re here to hold your hand every step of the way. Here’s how to build your strategy for running social media for a nonprofit or charity.
💡 At Flick, we know that social media marketing can be challenging. Having the right tools or support can make a world of difference. We have different ways to help depending on what you’re looking for.
- Done-for-you social media management, tailored to small business budgets. Get access to Flick’s in-house team to help you save time and build your brand on social. We’ll help with content creation, strategy, planning, and scheduling at an affordable price.
- AI Content Creation Tools, all the tools you need to create content easily and just the way you want. Get help at every stage of the social media process: building your strategy, planning posts, designing graphics, writing captions, finding hashtags, and turning your media into ready-to-share content.
- Social Media Management Tools, everything you need to manage your social media. Access our scheduling tool and post your content at the exact time your audience is online; deep dive into the analytics of your social media accounts; and discover the best hashtags tailored to your exact account.
When it comes to creating a social media strategy, reach out to our team, and we can get you something that helps you reach your goals!
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Why is social media important for nonprofits and charities?
Social media is important for any business or brand, especially those who are looking to connect with more people and increase their brand awareness, like nonprofits and charities!
Some of the biggest reasons you should be using social media are:
Building Relationships with Donors and Supporters
Social media provides a powerful platform for fostering meaningful connections with your donors and supporters. By engaging with your audience on a personal level, you can build trust, loyalty, and a sense of community.
Encourage two-way communication. Respond promptly to comments, messages, and questions to show your audience you value their engagement.
Invite supporters to share their experiences and stories related to your nonprofit. This user-generated content can create a sense of ownership and involvement with your cause.
Gather valuable feedback from your audience through polls and surveys. Understanding their needs and preferences will help you tailor your outreach for maximum impact.
Consider live streaming to connect with your audience in real time. Share updates, answer questions, and build a more personal connection with your supporters.
Increasing Volunteer Recruitment and Engagement
Having a social media strategy for your nonprofit can be a highly effective tool for attracting and retaining passionate volunteers. By showcasing the impact of volunteering and highlighting the diverse opportunities available, you can inspire individuals to get involved and make a difference.
Offer a variety of volunteer roles to cater to different skill sets and interests. Whether it’s social media expertise or hands-on fieldwork—there’s a role for everyone.
Emphasize the positive impact volunteers make on both your cause and the community. Share stories of volunteers and the difference they’ve made.
Ensure volunteers have a clear understanding of their roles and responsibilities. Provide clear instructions and expectations regarding time commitment and tasks involved.
Promoting Volunteer Opportunities on Social Media
Compelling visuals are key! Use eye-catching images and videos to showcase volunteer experiences and the positive impact of their work. Flick’s AI Assistant Iris can help create engaging visuals or even short video ads specifically targeted to potential volunteers.
Create a dedicated volunteer page on your website and social media profiles. This page should house detailed information about volunteer opportunities, the application process, and FAQs.
Encourage volunteers to share their stories and photos on social media using relevant hashtags. This not only amplifies your message but also inspires others to get involved.
Raising Awareness for Social Issues and Causes
Social media is a powerful platform for raising awareness about social issues and driving positive change. By telling compelling stories and using visuals to capture attention, nonprofits can mobilize support and inspire action.
Share personal stories of individuals affected by the issue to create an emotional connection with your audience and make the issue more relatable.
Use high-quality images, videos, and infographics to convey your message in a visually engaging way.
Craft compelling narratives that highlight the impact of the issue, showcase the work of your nonprofit and inspire hope for positive change.
Back up your claims with data and statistics to strengthen your argument and demonstrate the gravity of the issue.
By effectively utilizing a social media strategy for your nonprofit and tools like Iris, nonprofits can significantly enhance brand awareness, build strong relationships with donors and supporters, increase volunteer recruitment and engagement, and raise awareness for important social issues.
How often should you post on social media as a nonprofit or charity?
When it comes to social media, the more consistent you are with posting, the better your engagement and reach will be across platforms. Plus, the best way to grow online is by being consistent as people know there will be new content from you.
A good rule of thumb is to post about 3 times a week online, and if you’re on TikTok, we recommend posting at least once a day on the platform.
Flick’s Tip: If you’re worried about consistency, we recommend getting a scheduler to schedule out all of your content. Start your 7-day free trial with Flick to start scheduling and streamlining your workflow.
What social media platforms should a nonprofit or charity be on?
While you don’t need to be on every platform, you should find out where most of your audience is and how to best communicate with them online.
- Facebook: Facebook has loads of great features for nonprofits and charities, including fundraising options. If you’re looking for a place to host a fundraising campaign, Facebook will be your best bet. With the option to receive donations online by adding a donate button to your Facebook page or creating ads, you can also live stream videos, create events for your fundraiser, and so much more.
- Instagram: Similar to Facebook (as IG is owned by the owners of Facebook), Instagram allows the same features that you would get on Facebook. The best part of this is that you have a whole new (and slightly younger!) audience you can reach on Instagram. You’ll have access to all the fundraising features, with buttons and stickers that link to your fundraising page that you can add to your Instagram Stories to get people to quickly and easily donate.
- Twitter: If you want to give your audience a quick update on things that are happening in your nonprofit or charity, Twitter is a great way to do just that. Keep it short and sweet and you’ll go far.
- LinkedIn: With LinkedIn, you can connect with new and potential partners, donors, and volunteers. Get people interested in your upcoming events and excited about how your charity or nonprofit gives back to the community.
- TikTok: If you’re looking to engage and connect with a slightly younger demographic, TikTok is the place for you. Work with influencers and creators that will help you with raising brand awareness for your organization.
How to set up a Facebook page for a nonprofit
If you want to create a Facebook page for your nonprofit, it’s super easy! Here are the steps to do it:
- Type in the name of your nonprofit or charity
- Select “Company & Organizations” as your page type
- Select your page subcategory
- Add a profile photo (want to find the perfect PFP? Click here to find out our top tips)
- Add a cover photo
If you want to be able to have people send donations, be sure to sign up for Facebook’s Charitable Giving Tools.
How to add a donation button to your Facebook page
For your company to take donations, you’ll need to set up the ability to take donations on both your Facebook and Instagram accounts. Here is how to add a donation button on Facebook:
- Go to your Facebook page
- Click “Add Button”
- Select “Shop with you or make a donation”
- Click “Donate” and then “Next”
- Click “Donate through Facebook”
Sidenote: You’ll need to be enrolled with Facebook Payments for this to work. You might also need to submit paperwork to show that you are a nonprofit or charity to accept donations on your page. - Click “finish”
What are some best practices for using Facebook groups for nonprofits?
Facebook groups offer a unique opportunity to build a strong community around your cause. Here are some best practices to follow:
- Create Clear Guidelines: Establish clear guidelines for group members to ensure a positive and respectful environment.
- Encourage Engagement: Ask questions, share resources, and start discussions to foster engagement among group members.
- Provide Value: Share valuable content, such as news, articles, and event information, that is relevant to your group members.
- Respond to Comments: Actively participate in the group by responding to comments and questions. This shows that you value your community members’ input.
- Moderate Discussions: Monitor group discussions and address any inappropriate or off-topic comments.
How to set up an Instagram page for a nonprofit
The biggest thing to remember when it comes to starting an Instagram account for your nonprofit is to make the account a business one. This will enable you to connect your Instagram to your Facebook page and create a donate button to add to your bio and Stories.
How to add a donation button to your Instagram page
This is very similar to setting up a donation button on your Facebook page. To do this, you’ll need to:
- Go to your profile and click the hamburger menu at the top of the page.
- Select “Settings”
- Click “Business” then “Donations”
- Toggle the button to turn on the “Add Donate Button to Profile.”
Voila! You now can accept donations by adding a donate button to your profile and sticker links in your Instagram Stories.
How can a nonprofit use X for advocacy?
X is a powerful tool for advocacy, allowing you to quickly share information, engage with policymakers, and mobilize support for your cause. Here are some tips for using X effectively:
- Use Relevant Hashtags: Research and use relevant hashtags to increase the visibility of your tweets.
- Tag Key Stakeholders: Tag policymakers, influencers, and other relevant individuals or organizations to draw their attention to your cause.
- Participate in Conversations: Engage in relevant conversations and discussions related to your cause.
- Share Timely Information: Share breaking news, updates, and calls to action promptly.
- Use Lists: Create lists of relevant accounts to follow and engage with.
Is TikTok a good platform for nonprofits?
TikTok can be a great platform for nonprofits to reach a younger audience and engage with them in a more creative and engaging way. Here are some tips for using TikTok effectively:
- Create Short, Engaging Videos: TikTok’s algorithm favors short-form videos, so keep your content concise and visually appealing.
- Use Popular Sounds and Trends: Incorporate popular sounds and trends to increase your video’s discoverability.
- Collaborate with Influencers: Partner with TikTok influencers who align with your cause to reach a wider audience.
- Use TikTok’s Features: Experiment with TikTok’s various features, such as duets, stitches, and effects, to make your content more engaging.
- Track Your Analytics: Use TikTok’s analytics tools to track the performance of your videos and identify what resonates with your audience.
How to create a compelling social media presence as a nonprofit
Develop a strong brand identity
As a nonprofit, you need to stand out amongst the crowd. There are so many charities and nonprofits in the world, and if you want people to donate to you, you have to develop a strong brand presence.
Start off by identifying who you want to attract to your page. Are they younger? Older? In between? How do they interact with brands online? A great thing you can do is competitive analysis and social listening.
Go through the accounts of the people you consider your target audience and see who they follow. How do those brands present themselves online? Finding out how and why your target audience follows certain people is key to developing a brand identity yourself.
Once you figure out your exact brand voice and style, consistency is key. You must remain consistent with this branding across all social media channels—yes, even though how you post might be different on Facebook vs. TikTok, your brand and style must remain the same.
When you stay consistent, your brand becomes recognizable to your audience. Plus, your audience won’t be confused by who or what your brand is all about.
Optimize Your Profiles for Discovery and Engagement
The next thing you need to consider is your profile’s digital storefronts. Here’s where potential supporters discover your nonprofit, learn about your mission, and connect with your cause. The next thing you need to consider is your profile’s digital storefronts. Here’s where a digital consultant can help potential supporters discover your nonprofit, learn about your mission, and connect with your cause. By meticulously completing your profile information and strategically incorporating relevant keywords, you can make it significantly easier for people to find you online.
- Craft a Compelling Narrative: A captivating mission statement is the cornerstone of your profile. Clearly articulate your nonprofit’s goals and the impact you strive to make. Don’t forget to include essential contact details like your website address, email address, and phone number. This allows potential supporters to easily connect with you and learn more about how they can get involved.
- Location Matters: Specifying your location allows you to not only reach people in your local community but also connect with supporters who share a geographical connection to your cause. This can be particularly helpful if your work focuses on a specific region or population.
- Tell Your Story in Detail: Dedicating space in your “About” section to provide a detailed overview of your nonprofit’s work, history, and the positive impact you generate fosters trust and transparency. Think of it as a mini-biography for your organization!
- Harness the Power of Keywords: Understanding the language your target audience uses to search for causes like yours is crucial. Flick’s AI assistant, Iris, can be a powerful tool here. Iris can help you research the most commonly searched keywords and identify the terms that resonate most strongly with potential supporters. Once you’ve identified these keywords, strategically incorporate them into your profile description, bio, and even within your social media posts. This will significantly improve your discoverability in social media searches.
- Visual Appeal is Key: First impressions matter, and your profile picture and cover photo are your digital first handshake. Ensure they are high-resolution and visually appealing to grab attention. These visuals should also align with your nonprofit’s overall branding and messaging, creating a sense of cohesion across your online presence. Consider adding a call-to-action (CTA) directly to your cover photo, encouraging viewers to “Donate Now” or “Volunteer” right away. Iris can even help you with basic design elements or suggest stock photos that perfectly complement your message.
Create High-Quality Content to Captivate Your Audience
High-quality, engaging content is the lifeblood of any successful nonprofit social media strategy. By consistently creating content that resonates with your audience, you inspire support, build lasting relationships, and ultimately drive action toward your cause.
Cater to your audience’s diverse interests by creating content in various formats. Share informative blog posts, captivating stories, and regular updates about your organization’s ongoing work.
For a more dynamic approach, consider creating videos that showcase your programs, volunteer testimonials, or even behind-the-scenes glimpses. Infographics are a fantastic way to present data and complex information in a visually compelling way, making it easier for viewers to understand your impact.
And of course, don’t underestimate the power of captivating images! Share photos of your events, volunteers, and the real-world difference you make – like they say, a picture truly is worth a thousand words!
Tips on how to create engaging content on social media
Know Your Audience
Gain a deep understanding of your followers’ preferences, interests, and demographics. Utilize tools like Flick’s AI Assistant Iris to conduct in-depth analyses of your audience, including their behavior patterns, content engagement, and demographic data. Tailor your content based on these insights to ensure maximum relevance and resonance with your audience.
Tell Stories
Share compelling personal narratives and anecdotes that resonate with your audience on an emotional level. Craft stories that evoke empathy and connection, as this approach is proven to drive higher engagement and foster stronger bonds with your audience.
Use Visuals
Integrate visually captivating images, videos, and infographics into your content strategy to seize attention and enhance the visual appeal of your posts. Opt for high-quality visuals that align with your content’s messaging and effectively convey your brand’s story and values.
Keep It Concise
Acknowledge the limited attention spans of social media users and craft concise, impactful posts that deliver your message clearly and succinctly. Utilize straightforward and compelling language to ensure your content resonates with your audience in a brief timeframe.
Use a Variety of Content Formats
Embrace a diverse range of content formats, including but not limited to blog posts, videos, infographics, images, polls, quizzes, and live streams. By experimenting with multiple formats, you can maintain the interest of your audience and prevent content fatigue, thus sustaining engagement levels.
Use Relevant Hashtags
Conduct thorough research to identify and utilize pertinent and trending hashtags that align with your content’s themes and target audience. Leverage advanced tools such as Flick’s Instagram Hashtag Generator to identify popular and trending hashtags, thereby enhancing the discoverability and reach of your content.
Encourage Engagement
Foster active engagement by posing thought-provoking questions, conducting polls, and promptly responding to comments and messages. Cultivating a sense of community and fostering two-way communication will fortify the bond with your audience and nurture brand loyalty.
Optimize for Mobile
Recognize the predominant use of mobile devices for social media consumption and ensure that your content is optimized for seamless viewing and interaction on smaller screens. Prioritize mobile-friendly design and readability to enhance the user experience across various devices.
Stay Consistent
Uphold a consistent posting schedule while maintaining a unified brand voice and aesthetic across all content. This approach cultivates a devoted following and sustains ongoing engagement by forging familiarity and reliability with your audience.
Track Your Analytics
Leverage robust social media analytics tools to meticulously monitor the performance of your content. Analyze key metrics such as reach, engagement, and conversion rates to discern optimal strategies and refine your approach for superior results.
Collaborate with Others
Forge strategic partnerships with non-profits, influencers, and businesses within your industry to extend your content’s reach and foster cross-promotional opportunities. Collaborative initiatives can significantly broaden your audience and amplify your brand’s visibility.
Stay Up-to-Date
Remain abreast of the latest social media trends, algorithm updates, and best practices to continually refine and adapt your nonprofit social media strategy. By incorporating the latest industry insights, you can ensure that your content remains relevant and resonant within the ever-evolving social media landscape.
💡 Flick’s tip: Sign up for our weekly newsletter, Talk Social To Me. You’ll get updates on all the latest social media news every Tuesday straight to your inbox!
Boosting Your Nonprofit’s Social Media Presence with Flick’s AI Assistant, Iris
When it comes to social media in today’s day and age, it’s all about staying consistent and relevant to reach your audience and make an impact. But for nonprofits with limited resources, keeping up a strong online presence can be pretty daunting. That’s where AI (artificial intelligence) tools like Flick’s AI Assistant Iris come in, offering a powerful and efficient way to simplify your nonprofit social media strategy and reach your goals.
AI for Content Creation and Optimization
Creating engaging content consistently can be a significant hurdle for nonprofits. Iris acts as your AI partner in crime, offering content suggestions tailored to each platform’s best practices. Need a catchy caption for Instagram? Iris can help. Struggling with the perfect visual for your Facebook post? Iris can provide suggestions and even offer basic design assistance.
AI for Staying Consistent and Efficient
Maintaining a regular posting schedule is crucial for social media success. But with limited resources, this can be a struggle. Iris helps you conquer this challenge by scheduling your posts in advance across all your chosen platforms. This ensures your audience receives a steady stream of content without the need for constant manual updates.
AI for Analytics and Reporting
Understanding what resonates with your audience is vital for refining your strategy. Iris provides valuable analytics about your content performance, helping you identify what’s working and what’s not. This data allows you to optimize your approach and maximize engagement with your target audience.
From strategic planning to content creation and audience engagement, Iris provides a valuable set of tools to help nonprofits maximize their online impact and achieve their social goals.
Frequently Asked Questions
How can nonprofits use social media?
Some of the top ways a nonprofit can use a social media strategy are:
- Fundraising. If you’re a nonprofit or a charity, chances are you are going to be holding a fundraiser at some point. Using social media platforms like Facebook and Instagram will help you easily promote the fundraiser.
- Promote events. If you have any events (either virtually or in-person!), you will be able to list out all the details and share them with your followers. It helps you get the message out there about your event, while also being a place for people to bookmark and save for later when they’re looking up details.
- Promote awareness. How are people going to know about you and how to support you if you’re not on social media? Educating people online about your organization is one of the best ways to spread the word about your campaigns and anything happening in the local community. It will help you connect with others and gather support so you can continue helping others.
- Inspire action. How can people support and create change? Share this information with them on your social media platforms and you can inspire action. Start encouraging people to protest, run marathons, call politicians, and more to help get things moving forward.
- Share your work. People love knowing how a nonprofit or a charity has inspired change and caused an incredible impact in the community. Share the work that you’ve done to help inspire your followers to be part of the work that you do.
How much time should a nonprofit dedicate to social media each day/week?
The optimal amount of time a nonprofit should invest in social media and in a social media strategy depends on various factors, including the organization’s size, resources, and goals. However, consistency is key. Rather than sporadically posting a large amount of content, aim for a regular, sustainable schedule.
A good starting point is 30 minutes to an hour per day. This allows for consistent engagement and content creation without overwhelming your team. As your nonprofit grows and your social media presence expands, you may find it necessary to allocate more time or resources to social media management.
How can a nonprofit deal with negative comments on social media?
Negative comments are an unfortunate reality of social media. However, how you respond can significantly impact your nonprofit’s reputation.
Here’s a suggested approach:
- Acknowledge and Address: Respond promptly and professionally to negative comments, acknowledging the person’s concerns and expressing your appreciation for their feedback.
- Empathize and Apologize: If appropriate, apologize for any misunderstandings or negative experiences. This shows that you value your supporters’ opinions and are committed to improving your services.
- Explain Your Position: Clearly and concisely explain your nonprofit’s perspective on the issue. Provide factual information and address any misconceptions.
- Maintain a Positive Tone: Even when dealing with negative comments, it’s important to maintain a positive and respectful tone. Avoid getting defensive or engaging in arguments.
- Remove Abusive Comments: If a comment is abusive, harassing, or violates your community guidelines, don’t hesitate to remove it.
What are some metrics a nonprofit should track for their social media performance?
Tracking key metrics can help you measure the effectiveness of your nonprofit social media strategy and identify areas for improvement. Some essential metrics to consider include:
- Reach: The number of people who have seen your content.
- Engagement: The number of likes, comments, shares, and clicks on your posts.
- Website Traffic: The number of visitors to your website from social media.
- Conversions: The number of donations, volunteer sign-ups, or other desired actions taken by your audience.
- Follower Growth: The increase or decrease in your follower count over time.
By tracking these metrics, you can gain valuable insights into your audience’s behavior and make data-driven decisions to optimize your nonprofit social media strategy.
We hope this helps you get started with building your nonprofit social media strategy and getting started with your nonprofit or charity social media accounts.
Want to learn more about how to grow on social? Click here to check out all of our blogs to help you with everything you need to know about social media.
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Social media strategy for nonprofits and charities
Post engaging, shareable content
Launch a fundraiser
Host an online event
Create a hashtag campaign