Email vs. Social Media: Where Should Nonprofits Focus Their Marketing?

Nonprofit leaders often ask: “Should I focus more on email or social media?”

The truth? Both matter. But how you use them—and how much energy you invest in each—depends on your goals, your audience, and your capacity.

Here’s a breakdown of how email and social media stack up, and how to balance them so you’re not stretched thin.

1. Email: The Donor Retention Powerhouse

Email has been around for decades, yet it remains the highest ROI channel for nonprofits.

• For every $1 spent on email marketing, nonprofits see an average return of $36 (Campaign Monitor).

• Emails reach your full list—no algorithm filtering.

• Perfect for donor stewardship: updates, impact stories, event invites.

Example: Charity: Water sends beautifully designed emails showing real impact, which helps them keep recurring donors engaged.

Best for:

• Nurturing existing supporters.

• Driving donations with personalised appeals.

• Sharing impact reports and updates.

2. Social Media: The Awareness & Engagement Engine

Social media is where nonprofits get discovered.

• 55% of people who engage with a nonprofit on social media take some form of action—donate, volunteer, or share (Georgetown University Digital Persuasion Study).

• Platforms like Instagram and TikTok are powerful for storytelling and behind-the-scenes content.

• Great for campaigns tied to cultural moments (e.g., Giving Tuesday, awareness months).

Example: WWF uses Instagram Reels to show wildlife impact, gaining millions of impressions and new followers.

Best for:

• Reaching new audiences.

• Building community and visibility.

• Quick storytelling and campaigns.

3. Key Differences at a Glance

4. The Smarter Approach: Integration

Instead of choosing one, the real power comes from integration.

• Use social media to capture attention.

• Drive followers to join your email list (so you own the relationship).

• Nurture them with email campaigns that deepen engagement
  

  Example Flow:

• Instagram Reel → “Download our free Impact Report.”

• Sign-up form → Join email list.

• Email drip → Nurture into recurring donor.

Email vs. social media isn’t a battle—it’s a partnership.

• Use social media for reach and storytelling.

• Use email for trust, retention, and fundraising.

• And always funnel your social followers into your email list, where you own the connection.

Most nonprofits spread themselves thin—posting on every platform but missing the systems that turn likes into long-term giving.

At Socials Runway, we help nonprofits design integrated marketing systems where email and social work together to grow support.

👉 Want to stop guessing? Book a strategy session and let’s design your nonprofit’s 2026 marketing plan.