Social Media Marketing for Nonprofits: A Complete Guide for 2025
Social media is no longer optional for nonprofits—it’s where donors, volunteers, and supporters are spending their time. But here’s the challenge: with limited staff, tighter budgets, and hundreds of platforms to choose from, many nonprofit founders feel overwhelmed.
The good news? You don’t need to do everything. With the right strategy, your nonprofit can use social media to grow awareness, inspire giving, and build loyal communities—without burning out your team.
In this guide, I’ll walk you through how to build a social media strategy for your nonprofit, which platforms to focus on, and real examples from organizations doing it well.
Why Social Media Matters for Nonprofits
Visibility: 71% of nonprofits worldwide agree that social media is effective for online fundraising (Nonprofit Tech for Good).
Donor engagement: 55% of people who engage with a nonprofit on social media eventually take action (donate, volunteer, or advocate).
Cost-effective: Compared to print or events, social media is one of the cheapest ways to reach a wide audience.
Think of social media as your nonprofit’s digital town square—a place to tell your story, mobilize support, and stay top of mind.
Step 1: Define Your Social Media Goals
Before you post a single reel, ask: What’s the purpose?
Typical nonprofit goals include:
Grow awareness of your cause.
Drive donations (one-time or monthly giving).
Recruit volunteers.
Educate the community.
Strengthen relationships with current supporters.
👉 Tip: Pick 2–3 goals maximum. Too many, and your strategy loses focus.
Step 2: Choose the Right Platforms
You don’t need to be everywhere. Here’s a breakdown of the best platforms for nonprofits in 2025:
1. Instagram
Great for storytelling and visuals.
Reels + carousels perform well.
Use for donor spotlights, impact stories, event recaps.
2. Facebook
Still strong for community-building.
Best for events, groups, and peer-to-peer fundraising.
3. TikTok
Growing rapidly among Gen Z & Millennials.
Best for creative storytelling and viral reach.
Example: The American Heart Association uses TikTok to share quick health tips while raising awareness.
4. LinkedIn
Best for thought leadership and partnerships.
Use to connect with corporate sponsors, grant funders, and professionals.
5. YouTube
Long-form storytelling platform.
Perfect for testimonials, program highlights, and donor impact reports.
Step 3: Create Content That Connects
Content is not about being everywhere—it’s about being relevant and consistent. Here are five types of posts every nonprofit should mix into their calendar:
Impact Stories – Before-and-after transformations of your programs.
Behind-the-Scenes – Volunteers in action, staff culture, your “why.”
Educational Posts – Stats, infographics, or quick tips about your cause.
Calls to Action – Donate, sign up, or attend events.
Gratitude Posts – Thank donors, partners, and volunteers publicly.
👉 Example: Charity: Water uses Instagram stories to show live updates from the field, making donors feel part of the mission.
Step 4: Build a Content Calendar
Posting randomly doesn’t work. A content calendar ensures you show up consistently and align posts with campaigns (like Giving Tuesday).
Tools you can use:
Free: Google Sheets, Trello, Notion.
Paid: Later, Buffer, Hootsuite.
Pro tip: Batch content weekly—collect photos, draft captions, and schedule ahead so you’re not scrambling.
Step 5: Engage, Don’t Just Post
Social media isn’t a billboard—it’s a conversation.
Reply to comments and DMs.
Share supporter-generated content.
Run polls or Q&As in Stories.
According to Sprout Social, 64% of consumers expect brands (including nonprofits) to respond to social messages within 24 hours.
Step 6: Measure What Matters
Don’t just track likes—focus on metrics tied to your goals:
Awareness: Reach, impressions, follower growth.
Engagement: Comments, shares, saves.
Conversions: Clicks to donation page, email sign-ups, volunteer registrations.
Free tools: Meta Insights, TikTok Analytics, Google Analytics (if your site is connected).
Case Studies: Nonprofits Winning at Social Media
UNICEF: Uses TikTok trends to spread educational content quickly.
Feeding America: Runs high-quality video campaigns on Instagram to show the impact of $1 donations.
Charity: Water: Built an engaged donor community by focusing on storytelling across Instagram and YouTube.
Common Mistakes to Avoid
Trying to be on every platform.
Posting only asks (“Donate now!”) without storytelling.
Ignoring engagement (posting and ghosting).
Not aligning social content with broader fundraising campaigns.
My Take as a Marketing Strategist
From 10 years in marketing, here’s my advice:
Start small. Master 1–2 platforms before expanding.
Think storytelling first, promotion second.
Always link social media back to your owned assets—your website and email list.
Social media is the spark, but your donor system is the fire.
Social media can feel overwhelming for nonprofit leaders—but with a focused strategy, it becomes one of your most powerful tools for impact. Choose your platforms wisely, tell authentic stories, and show up consistently.
Your supporters don’t expect perfection—they expect connection.
At Socials Runway, we help nonprofits build social media strategies that actually drive engagement and donations.
👉 Download our free Nonprofit Content Calendar Template to start planning your posts today.
