Social media is a powerful tool for nonprofits to engage with their audience, raise awareness, and drive action. However, creating effective social media content requires strategy and understanding of best practices. This article explores the best social media/content practices for nonprofits, addressing key SEO questions like what nonprofits should post on Facebook, the best social media platforms for nonprofits, optimal posting frequency, and examples of successful NGOs on social media.

Tips for Creating Engaging Social Media Content for Nonprofits

 1. Craft Compelling Headlines

Your headlines should promise a specific benefit, use numbers, ask questions, or create urgency to grab attention. For example, check out this informative, thought-provoking intro by UNICEF.

 2. Use Visuals Effectively

Images and videos significantly increase engagement. Ensure your visuals are high-quality and relevant to your message. Incorporate infographics, photos of beneficiaries, and behind-the-scenes footage. For example, the UV Radiation awareness campaign by WHO.

 3. Leverage Hashtags

Use relevant hashtags to increase the visibility of your posts. However, avoid overusing them and ensure they add value to your content. For example, the #VaccinesWork campaign by PATH and the #LeaveNoOneBehind campaign by The Global Fund.

 4. Include Calls to Action

Every post should have a clear call to action, whether it's to donate, volunteer, share, or learn more. Make it easy for your audience to take the desired action. For example, the Blackbaud Giving Fund not only shares valuable content on its social media channels but provides opportunities for more engagement by adding CTAs that lead to important website conversions.

 5. Engage with Your Audience

This one is under-rated. Do respond to comments, messages, and mentions. Engaging with your audience builds a community around your cause and fosters loyalty and support. 

 6. Post Consistently

Maintain a consistent posting schedule to keep your audience engaged and informed. Use social media management tools to plan and schedule your posts.

 7. Collaborate with Influencers

Partner with influencers who align with your mission to reach a broader audience. Their endorsement can lend credibility and attract new supporters. 

 8. Analyze and Adapt

Regularly review your social media metrics to understand what works and what doesn’t. Use these insights to refine your strategy and improve your content.

What Should Nonprofits Post on Social Media?

Social Media is a crucial platform for nonprofits due to its vast user base and versatile content options. Here are some content types that can improve engagement and support your mission better: 

 1. Success Stories

Sharing stories of individuals or communities positively impacted by your nonprofit's work can inspire and motivate your audience. Include compelling images or videos to make these stories more relatable and impactful. For example, UNICEF does a great job in the post below, showcasing their impact through real-world consequences.

 2. Behind-the-Scenes Content

Give your followers a glimpse into the daily operations and efforts of your team. This humanizes your organization and builds a stronger connection with your audience.

  3. Educational Posts

Post informative content related to your cause. This could include statistics, infographics, or articles that educate your audience about the issues you're addressing and why your work is essential.

 4. Call-to-Action Posts

Encourage your followers to take specific actions, such as donating, signing a petition, or attending an event. Make sure these posts are clear and compelling, with a direct link to where the action can be taken.

 5. Event Announcements

Promote upcoming events and activities. Use Facebook's event feature to create dedicated event pages where followers can RSVP, share, and stay updated.

Use Your Volunteers: An Untapped Resource

Volunteers are a valuable and often underutilized resource for nonprofits' social media efforts. They can act as authentic influencers, spreading your message and amplifying your reach. Here’s how to effectively leverage your volunteers on social media:

Empower Volunteers as Brand Ambassadors

Encourage your volunteers to share their experiences and stories on their personal social media accounts. Provide them with branded hashtags, pre-written posts, and high-quality visuals to ensure consistency and professionalism. This approach not only extends your reach but also adds a personal and relatable touch to your content.

 Feature Volunteers in Your Content

Highlight the contributions of your volunteers through posts that showcase their work, dedication, and impact. Share their stories, quotes, and photos. This not only recognizes and appreciates their efforts but also inspires others to get involved. 

 Create Volunteer Takeovers

Allow volunteers to take over your nonprofit’s social media accounts for a day or during special events. This gives followers a behind-the-scenes look at your operations and adds a diverse perspective to your content. Ensure volunteers are guided on your organization’s tone and messaging to maintain brand consistency.

Host Volunteer Spotlights and Interviews

Regularly feature interviews or spotlights of individual volunteers. These posts can delve into why they volunteer, their personal stories, and their experiences with your nonprofit. Such content is engaging and highlights the human element of your organization.

 Encourage Volunteer-Generated Content

Ask volunteers to create and share their own content, such as blog posts, photos, and videos related to their volunteering experiences. Curate and share this user-generated content on your official channels, giving credit to the creators. This not only provides authentic content but also fosters a sense of community and ownership among your volunteers.

 Leverage Volunteer Networks

Volunteers often have their own networks of friends, family, and colleagues who may be interested in supporting your cause. Encourage volunteers to share your nonprofit’s events, campaigns, and updates within their personal networks. This word-of-mouth strategy can significantly increase your reach and engagement. 

Provide Training and Resources

Equip your volunteers with the knowledge and tools they need to effectively promote your nonprofit on social media. Offer training sessions, webinars, and resource guides that cover best practices, brand guidelines, and social media etiquette.

Boost your events and volunteer engagement with the CauseCircle Mobile App

To maximize the potential of volunteer-generated content, consider using CauseCircle CMS. Designed specifically for nonprofits, CauseCircle CMS makes it easy for volunteers to create, manage, and share content.

The platform’s user-friendly interface allows volunteers to produce high-quality posts in a few clicks, ensuring that their stories reach a wider audience by leveraging best practises for SEO and content visibility. Additionally, the CauseCircle mobile app is as easy to use as social media platforms, enabling volunteers to create and share content on the go. By providing a seamless content creation experience, CauseCircle CMS and its mobile app empower your volunteers to become influential ambassadors for your cause.

For more insights into how volunteers can be transformed into nano-influencers, check out our article, "From Volunteers to Nanoinfluencers: A New Frontier for Nonprofit Marketing." This resource offers an in-depth look at the strategies and benefits of seeing your volunteers as your influencers. 

By tapping into the enthusiasm and networks of your volunteers, your nonprofit can amplify its social media presence, engage a broader audience, and foster a deeper connection with the community. Volunteers as influencers can provide an authentic and powerful voice that resonates with potential supporters and donors.

What is the Best Social Media for Nonprofits?

Every organization has to determine their right social media fit. While Facebook remains a dominant platform, popularity of channels is not the only thing you should consider while investing resources in a social media platform. Different social media channels offer unique benefits for nonprofits. 

Though Facebook and Twitter are among the most popular platforms for nonprofits, you can't go wrong with any channel if you know the purpose, voice and audience you will be reaching through that channel. Hence, it is important to understand how unique each social media channel is and determine what works best for your mission and objectives. Here’s a more detailed breakdown:

 1. Instagram

Ideal for visual storytelling, Instagram is great for sharing images and short videos that highlight your nonprofit's impact. Features like Stories, IGTV, and Reels can be used for more dynamic content.

 2. Twitter

Twitter is excellent for real-time updates and engaging with current events or trending topics. Use hashtags to increase visibility and join relevant conversations. 

 3. LinkedIn

For professional networking and connecting with potential donors, volunteers, and partners, LinkedIn is invaluable. Share thought leadership articles, partnership announcements, and professional achievements.

 4. YouTube

If your nonprofit produces a lot of video content, YouTube is a must. It's perfect for posting longer videos like documentaries, interviews, and event recaps.

 5. TikTok

For reaching younger audiences, TikTok offers a platform to create short, engaging videos that can go viral. This is particularly useful for raising awareness and engaging a new generation of supporters.

How Many Times Should Nonprofits Post on Social Media?

The frequency of posting depends on the platform and your target audience's preferences. Here are some general guidelines, based on marketing research reports from 2024:

 1. Facebook

Aim for 3-5 posts per week. Ensure each post is high-quality and engages your audience. Avoid posting more than that, as it can lead to follower fatigue. 

 2. Instagram

Post at least 3 times per week, focusing on high-quality visuals and engaging captions. Use Stories daily to keep your audience engaged with behind-the-scenes content and timely updates.

 3. Twitter

Given its fast-paced nature, posting 1-2 times daily is recommended. Engage with followers through retweets, replies, and by participating in trending hashtags.

 4. LinkedIn

Post 1-2 times per week. Focus on professional and thought-provoking content that resonates with your connections.

 5. YouTube

Upload videos once a week or biweekly. Consistency is key, so establish a schedule that you can maintain to keep your subscribers engaged.

 6. TikTok

For TikTok, posting 1-2 times daily can help build momentum and keep your audience engaged. Ensure the content is creative and aligns with the platform's playful and dynamic nature.

Unlock your social potential

We understand that navigating through social media noise and reaching the right audience can be challenging for nonprofits. Social media is a powerful tool for engaging with your audience, raising awareness, and driving action, but it requires strategy and understanding. With this guide, our aim has been to brief you about the best practices to help you succeed.

By crafting compelling headlines, using effective visuals, leveraging hashtags, and including clear calls to action, you can create content that resonates with your audience. Engage with your followers, maintain a consistent posting schedule, and collaborate with influencers to extend your reach. Regularly review your metrics to refine your strategy.

Empower your volunteers as brand ambassadors by highlighting their contributions and encouraging them to share their experiences. Choose the right platform for your mission and tailor your content accordingly.

Consistency is key. Post regularly based on platform-specific guidelines to keep your audience engaged and informed.

Implement these strategies and utilize tools like the CauseCircle CMS and mobile app to amplify your social media presence, engage a broader audience, and foster a deeper connection with the community. With the right tools and digital strategy, you can maximize your social impact and drive meaningful change at scale.