Let’s face it—figuring out where your nonprofit should focus on social media can be tricky. With so many platforms out there, it’s tempting to try them all, but that’s not always the best move. We came across a great article on Classy.org that breaks it all down, and we’re here to share the highlights with you.
The information on this blog, will guide you through choosing the networks that best align with your nonprofit’s mission, audience, and goals—so you can spend less time guessing and more time making an impact. Let’s get started!
Facebook sees a slightly older demographic than the rest of the channels we’ll go over. It also drives the most traffic industry-wide, partly due to the ease of sharing links on your Facebook page. In terms of engagement, here’s what works best on the platform:
- Posts with images consistently see the highest engagement, with photos getting 53% more likes, 104% more comments, and 84% more click-throughs than the average post
- Two-way communication gives supporters an opportunity to share as well and grow their connection with your brand and content
- Event-themed hashtags, whether for larger awareness days or your events, help people find your content
Instagram users are largely young, with nearly 85% under 45. It’s a great platform for attracting Millennial and Gen Z donors in particular. More people are familiar with how it works, so it also offers most teams an easier entry to video-based engagement than TikTok. Here’s what works best on the platform:
- Reels, especially behind-the-scenes content like a day in the life of your staff or the making of your fundraising gala
- Carousel posts that share multiple photos and videos rather than a single photo
- Instagram stories that leverage stickers, polls, and quizzes to engage your audience longer
- Influencer marketing, especially from micro-influencers with around 10,000 highly engaged followers
- Event-themed hashtags like #MentalHealthAwarenessMonth, #WorldRefugeeDay, and #BlackHistoryMonth
Pro tip: Leverage Classy from GoFundMe’s Meta social-sharing integration, which allows supporters to share your campaign links on their Facebook feeds, Instagram profiles, and Instagram stories for larger reach and easy conversion.
LinkedIn may not be the first social media site you think of when reaching out to fundraisers, but in a Classy study in partnership with LinkedIn for Nonprofits, we found that 71% of surveyed donors follow at least one nonprofit organization on the platform, and 28% visit the app daily. Additionally, people do research before making donations, which can lead them to your LinkedIn profile. Here’s what works best on the platform:
- An optimized and up-to-date profile with regular posts about events, clear impact statements, and employment opportunities
- Content that works well on desktop, including visual storytelling, as the site sees higher conversions on desktop than mobile
- Leveraging Intelligent Ask Amounts on your Classy donation form, as LinkedIn typically sees larger donations than other platforms, helping you put forward the most effective appeals
TikTok
TikTok has a largely Gen Z and Millennial user base. It has the highest engagement rate out of all social media platforms, but the conversion rate is lower. So if you see success with Instagram and Facebook, it’s likely best to lean into those. However, if you have time to dedicate to TikTok, here’s what works best on the platform:
- Organic or user-generated content helps drive a connection to your brand
- Centering the human side of your organization with day-in-the-life videos that don’t require professional editing or production
- Taking advantage of trending sounds and music for your videos
- Educational videos that help viewers learn about your mission and cause
- Videos under 60 seconds with a hook in the first 10 seconds
- TikTok-themed hashtags like #LearnOnTikTok, #Trending, and #DayInTheLife
Each network offers unique opportunities to connect with your audience, and the key is to focus on the ones that align with your goals and resources. Remember that it’s better to do a few platforms really well than to spread yourself too thin across all of them. Experiment, track your results, and refine your approach over time. No matter which platform you choose, staying authentic and focused on your mission will help you connect with the supporters who matter most.
