The Key to Social Media Marketing Success for Your Nonprofit

Most nonprofits use social media to update their supporters and ask for donations—but what if I told you that’s only scratching the surface of what’s possible?

While these efforts are essential, they often overlook a critical opportunity: reaching new audiences. By shifting your strategy beyond the usual posts, your nonprofit can connect with people who share your values but haven’t yet discovered your organization.

In this post, we’ll explore three essential functions of social media marketing for nonprofits—and why the third one might be the key to long-term success.

1. Keeping Current Supporters Engaged

Your existing donors and volunteers are invested in your mission. Social media helps keep them connected and engaged by showing the real-world impact of their support. When used well, this type of content strengthens relationships and encourages long-term involvement.

📸 What to share:

• Updates on programs, initiatives, and success stories

• Photos and videos showcasing impact in action

• Behind-the-scenes content of staff and volunteers at work

• Invitations to upcoming events, webinars, or fundraisers

• Testimonials from beneficiaries, volunteers, or staff

💡 Why it matters:
When supporters feel like they’re part of your mission, they’re more likely to stay engaged, attend events, and continue giving over time.

2. Making Asks and Driving Action

Social media is a great way to activate your existing supporters—whether asking them to donate, volunteer, or attend an event. Successful nonprofits frame asks in ways that highlight urgency and impact.

♥️ What to share:

• Fundraising campaigns with a compelling call to action

• Direct donation asks tied to tangible outcomes (e.g., “$25 provides a week of meals”)

• Calls for volunteers with clear role descriptions and impact statements

• Event promotions that create excitement

• Matching gift or challenge campaigns that inspire urgency

💡 Why it matters:
If people believe their involvement directly leads to meaningful change, they’re more likely to take action. Make it easy for them by using compelling calls to action and frictionless donation experiences.

3. Reaching New Audiences and Acquiring New Supporters

While most nonprofits focus on keeping supporters engaged and making asks, many miss the opportunity to attract brand-new audiences. If you want to grow, you need to create content that resonates with people who don’t yet know about your organization but share your values and interests.

🎯 How to reach new audiences:

• Leverage trends – Participate in relevant challenges, memes, or trending topics that align with your cause.

• Create valuable, shareable content – Answer common questions, provide tips, or share educational content related to your mission.

• Entertain and inspire – Share compelling stories, uplifting videos, or unique perspectives that ethically spark emotion.

• Highlight shared values – Align your content with topics your potential supporters already care about (e.g., sustainability, equity, animal welfare).

• Encourage engagement – Ask interactive questions, use polls, or start conversations that invite participation.

💡 Why it matters:
It’s your job to “stop the scroll” with valuable content that gives new supporters a reason to connect with your organization. By creating posts that align with their interests, motivations, and values, you naturally bring more people into your community.

The Bottom Line

If your nonprofit’s social media strategy focuses only on keeping current supporters engaged and making asks, you’re missing a key opportunity. By creating content that attracts new audiences, you can build a stronger, more sustainable base of support.

📌 Take action: Look at your nonprofit’s recent social media posts. Are they mostly updates and asks? If so, brainstorm ways to create content that reaches new people who share your mission. Let me know if I can help!

Your next lifelong supporter might be one post away!