6 Things You Need to Know About Using Social Media for Non-Profits
For nonprofits, social media is no longer optional. It’s essential. Platforms like Facebook, Instagram, LinkedIn, and TikTok have become powerful tools that can be used to amplify your mission, reach new donors, and rally supporters. In fact, research shows that nearly 55% of people who engage with a nonprofit on social media end up taking action to help, whether that’s donating, volunteering, or attending an event.
If your nonprofit is ready to expand its reach and deepen its community connections, you need more than casual posting. You need a clear nonprofit social media strategy. In this post, we’ll cover six things every nonprofit must know to make social platforms work for your mission.
Why Social Media Matters for Non-Profits
The importance of social media for nonprofits comes down to three big reasons: visibility, connection, and impact. Social platforms give you the ability to:
Build awareness and credibility by showing up where your supporters already spend time
Connect with donors, volunteers, and community partners in real time
Share stories of impact that inspire action and reinforce why your mission matters
In short, social media isn’t just about posting for likes. It’s about building trust and turning digital engagement into real-world impact.
6 Things You Need to Know About Using Social Media for Non-Profits
1. Know Your Audience and Platforms
Not every platform works for every nonprofit. The key is understanding both the demographics of each channel and where your supporters spend their time.
For example, if your nonprofit runs youth-focused programs, TikTok is ideal for reaching younger audiences. If your goal is cultivating donor relationships and professional partnerships, LinkedIn may be the better fit. Align your platforms with your goals so your time and resources go further.
2. Create Mission-Driven Content
Your audience doesn’t just want to hear what you do. They want to see WHY it matters. That’s where nonprofit storytelling on social media comes in. Share impactful stories, highlight beneficiaries (with permission), and take people behind the scenes of your mission.
Visuals are especially powerful on social media. Use photos, short videos, and testimonials to make your message feel real and relatable. And remember: not every post should be an ask for donations. Showing your mission in action builds trust that leads to long-term support.
3. Consistency Over Perfection
Nonprofits often stall on posting because they’re waiting for the perfect graphic or perfectly worded caption. The truth is, posting regularly matters far more than posting perfectly.
Commit to a realistic schedule for your team. Even just two or three posts a week can build momentum if you stick with it. Consistency builds credibility, keeps your nonprofit top of mind, and shows supporters that you’re actively engaged in your mission.
Below is a general suggested posting frequency for various social media platforms.
Facebook: 1-2 posts per day
Instagram: 3-5 posts per week + 2-7 stories per day
X/Twitter: 2-5 tweets per day
LinkedIn: 2-5 posts per week
TikTok: 3-5 videos per week
YouTube: 1 longer video + 3-5 shorts per week
Pinterest: 3-7 pins per day
We know this seems like a lot, but keep in mind that following a consistent schedule will be much more helpful for your nonprofit in the long run than burning yourself and your team out trying to post the “right” amount of times each week.
4. Engagement is More Valuable Than Reach
It’s easy to get caught up in follower counts and reach numbers, but for nonprofits, social media engagement is the true metric that matters.
When someone comments, shares, or sends you a message, that’s a deeper level of connection than a passive like. Respond to comments, answer DMs, ask thoughtful questions, and encourage conversations. Highlighting volunteers, tagging community partners, or even running polls can spark the kind of interaction that builds lasting relationships.
5. Leverage Analytics & Data
Guesswork isn’t a strategy. To know what’s working, you need to monitor performance through nonprofit social media analytics.
Most platforms offer built-in insights for free, showing you which posts get the most engagement and when your audience is most active. There are also paid tools that can help you track trends over time and compare performance across platforms. Use this data to adjust your campaigns every month, doubling down on what works and dropping what doesn’t.
6. Use Social Media as a Fundraising Tool (Strategically)
Social platforms can absolutely drive donations, but they need to be used thoughtfully. The best social media fundraising for nonprofits blends storytelling with clear calls to action.
Take advantage of campaigns like Giving Tuesday or platform-native tools like Facebook Fundraisers, but balance those asks with plenty of value-driven content throughout the year. When your audience feels consistently inspired and connected, they’ll be more willing to contribute when you do make the ask.
Common Mistakes Non-Profits Should Avoid
Even with the best intentions, many nonprofits fall into patterns that limit their results on social media. Here are a few of the most common mistakes to watch out for, and why avoiding them matters:
Treating social media solely as a place to ask for donations.
When every post is a request for money, your audience can start to feel like they’re being sold to rather than inspired.
Ignoring comments or failing to engage back with supporters.
Supporters want to feel like their voice matters, and letting comments or DMs sit unanswered can make people feel overlooked.
Posting the same content across every platform without tailoring it.
Each platform has its own culture and style, so tailoring your content ensures your message resonates in the right context for the platform.
Inconsistency in brand voice or visual style.
When your messaging and style vary too much, it creates confusion, whereas a consistent brand voice reassures your audience that you’re reliable and aligned in your mission, while cohesive visuals help your nonprofit stand out in crowded feeds.
Avoiding these mistakes ensures your presence feels authentic and mission-focused.
Quick Action Plan for Nonprofits
If you’re feeling overwhelmed, here’s a simple starting checklist:
Identify your audience and choose your top two platforms
Decide on 3-5 content themes that reflect your mission
Commit to posting consistently, even if it’s just twice a week
Track results every 30 days to see what’s working, and adjust your content plan
Spend at least 15 minutes a day engaging with comments and supporters
Social media is one of the most powerful tools nonprofits can use to grow, connect, and inspire action. When you understand your audience, tell mission-driven stories, focus on consistent posting & engagement, and use your socials to strategically fundraise, you’ll see social platforms transform from “something we should do” into a true amplifier for your mission.
At Stillwell+Co, we help nonprofits cut through the noise and create clarity-based growth strategies that make social media a source of momentum instead of feeling like a burden. If your nonprofit is ready to build a strategy that converts awareness into action, let's talk!
