It’s no secret that in today’s digital age, social media has become an indispensable tool for nonprofits and one of the most popular forms of marketing around. However, with limited time and resources it can be difficult to craft a compelling social media strategy for your organization, especially if the responsibility falls under “other duties as assigned”. Luckily, there are plenty of tactics that can be implemented to help make social media messaging more effective, and even fun if you’re struggling to keep a consistent strategy.

It’s important to remember that social media is social, meaning you should aim to create a community that is engaging and responsive, otherwise it can feel like shouting into the void. It’s a place to tell stories and create a connection between your audience and your organization’s cause, which is especially important for non-profit organizations, which rely on loans, grants, and donations for a significant portion of their funding.

With that in mind, let’s dive into some simple tactics to help you stay on track, and help increase engagement for your organization’s social media!

Consistency is key

Although posting every day is recommended, 2-3 times a week is sufficient to keep channels up to date. Because of regular changes to the algorithm (cue spooky music) it’s important to stay on top of regular posting in order to ensure the maximum amount of eyes on the incredible posts that you’ll be putting out. For higher reach (number of individual accounts that see your posts), consider turning content into reels; you don’t have to be a video expert to take advantage of short-form videos which tend to do better on platforms like Facebook and Instagram. If you don’t know where to start, apps like CapCut have easy to use video templates, and Canva’s new AI tools introduced plenty of features to help creators.

Plan Ahead

You can use tools like Excel, or Google Sheets to map out how your month of content will look, making sure to rotate themes to avoid monotony on your page. Topics could include: throwbacks of the organization, events & news, volunteer/ employee shout outs, FAQ’s, resources from your organization or the community, testimonials/clients stories, behind-the-scenes, and more. Gaining inspiration from your website is always a good idea to make sure content is relevant and fits with your brand. Repurposing blogs, videos, or even posts from a few months ago are also great ways to create fresh content, and save yourself some time too.

Reposting Content is your Friend!

We know how important it is for nonprofits to lend their platforms to amplifying important social causes/ days, but when you're not sure what to say, it’s best to leave it to the experts. A simple repost from an organization with more expertise on an issue than yours erases the pressure that comes with committing a social media faux-pas, while also showcasing what your organization stands for. Engaging as often as you can (where appropriate) with other organizations or partners on social media can include leaving a supportive comment, a like, or even a simple reshare to your feed or story. It can also eventually lead to a reciprocal relationship with other organizations where they share your content to their audience as well.

Acknowledgement & Transparency

Publicly recognize and thank your donors on social media. This not only shows appreciation, but also encourages others to contribute too, giving a better understanding of where donations are being used. Share updates about ongoing projects and future plans by giving a behind the scenes look at events through live sharing, which helps gives a stronger perspective of what your organization is all about.

And finally… 

Check your analytics at least once a month to see what is resonating with your audience, and what isn’t. A big part of social media is learning through trial and error! Your findings may surprise you, but more importantly they’ll give you a better idea of what your audience wants to see from your organization.

Social media does not have a one-size-fits-all approach. It works best when organizations bring authenticity and variety into their strategy. With careful planning and consistent effort, social media can be a valuable ally in advancing the missions of nonprofit organizations, creating connections that are stronger and longer-lasting.