For non-profit organizations, social media is an essential tool in fostering community engagement and brand awareness.

According to a YMCA report 2019.33% of young people (18-38 years old) support this for the reasons they care by sharing them on social media.

But with so many different platforms and features, it can be hard to know where to focus your energy for the best results.

To make it easier, we’ll talk about how to build a successful social media strategy for nonprofits.

Using Social Media for Nonprofits: A Step-by-Step Guide

Whether you want to create your first social account or view your existing content, these steps will take you in the right direction:

  1. Set goals for your organization and set social goals
  2. Define your target audience
  3. Build your content strategy
  4. Plan and schedule your content
  5. Track and measure your results

Step 1: Define your organization’s social media goals

The first step in your nonprofit social media marketing journey is to define your goals.

Start by answering the following question: What do you want social media content to achieve?

On a non-profit basis, your goals can include any (or all) of the following:

  1. Increase brand awareness
  2. Educate people about your reasons and your responsibilities
  3. Raise funds from new and existing donors
  4. Include current supporters
  5. Improve your reach by attracting new audiences
  6. Inspire other (non-monetary) activities such as volunteers

Innocence projects – an organization committed to releasing those convicted – for example, using Facebook to encourage donations.

Remember that you should set “SMART” goals:

S – Special

M – Measurable

A – Achievable

R – Relevant

T -Time limited

If you follow this framework by setting your goals, it will be easier to track your progress and measure your success.

Non-profit SMART social media goals for example, may raise $ 5,000 from Instagram donors by the end of the year or receive 10% recruits by the end of the third quarter, for example.

ICYMI: Subsequent bids a 50% discount annual and monthly fees of qualified non-profit organizations. Learn more here.

Step 2: Define your target audience

The nonprofit audience on social media is huge — see statistics:

However, not everyone responds to the task, so you need to do it before submitting determine your target audience (i.e. the group of people who are most likely to support you).

Where are your supporters located? How old are they on average? What interests or values ​​do they have in common?

Defining your audience allows you to more effectively target them with content tailored to their interests.

Take it Trevor project, for example. This organization, which provides crisis counseling to queer youth, has a well-known and well-defined audience: LGBTQ + children and young adults.

If you browse their social media pages, it’s clear that their content is designed to appeal to that community.

Tory Burch FoundationOn the other hand, it focuses on empowering women entrepreneurs, so their content is written for an older, business-centric audience.

TIP: Leverage your current supporters (their interests, demographics, etc.) Identify the target audience you know on social media. Usually there is an overlap between the two.

Step 3: Create your content strategy

Once the nonprofit social media goals and target audience are defined, it’s time build your content strategy.

First you have to identify the best social media channels in your organization.

Instead of spreading yourself lean by trying to establish a presence on all social networks, start by choosing one or two key platforms you want to focus on.

For example, if you target the Z generation primarily, you might want to prioritize TikTok and Instagram. But if your target audience is new moms, you’re likely to find more success on Facebook and Pinterest.

Take it Malala Fund for example.

Although they are present on almost all social networks, they put most of their focus on TikTok and Instagram so they can interact with young girls and young women.

Social Media for Nonprofits: How to Affect Every Post

Step 4: Plan and schedule your content

Once you know which social networks to focus on, you’re ready to start designing content.

You can keep your messages organized create a digital content calendar telling you what you plan to publish and when – and plan a few weeks (or even a month) in advance.

Keep the following best practices in mind when compiling your calendar:

1. Share stories about people

Take your social media followers behind the scenes of your organization by introducing them to your team, large donors, and communities supported by your organization.

2. Prioritize visual content

Studies show that visual content is much more effective than just textual content on social media. People are 3x more likely communicate with visual tweets and videos perform static images on most social media platforms.

3. Create easy-to-share educational content

As a non-profit, you are considered an expert in the field.

Leverage it by leveraging your expert status to share valuable, reliable, and educational content.

Consider creating carousel messages In Instagram or infographics – they are a visually appealing and smoother way to share information.

4. Promote engagement with clear calls to action

Always include clear call-to-action so your followers know how to support your cause.

Non-profit ocean protection, Oceana not only do they directly ask followers to “ACT,” but they also direct clicks to a website that has a petition site.


5. Consider partnering with like-minded authors and brands

One of the most effective ways to improve reach on any social network is to collaborate with people who share your values.

Sender working with influencers or agents, you can leverage your audience to increase your awareness and grow your followers.

Are you new to the world of influencer marketing? You can find everything you need to complete your first collaboration in this blog post: The Ultimate Guide to Influencer Marketing

Step 5: Monitor and measure your results

To find out which content works best for nonprofit social media, you should always try and track how well different messages work.

If you have created a “business: non-profit” account (available on all social networks), you can use it Instagram Analytics to learn more about the performance of your posts.

You can learn more about who your audience is, what time of day they are active online, and what content they use most often.

You can also use later Instagram Analytics feature to get an easy-to-understand, visual overview of the performance of your social posts.

Social media marketing can transform nonprofits. It’s a powerful tool to help you reach your goals and reach completely new audiences.

But creating a social media plan requires trial and error, so be patient, test new content, and refine your social strategy as needed.

You will become a social media professional in an instant!

Want to learn more about non-profit social media? Subscribe to Latern’s weekly newsletter all the latest social media news and strategies!

Written by

Erica Salvalaggio

Erica is a Toronto-based content creator who loves allitization and is a public relations business. His dream is to climb Mount Everest. Say hello to him on Instagram – @ericasalvalaggio.

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