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Guide to Nonprofit Social Media Strategy

Over the past decade, social media’s impact on our lives and decisions has increased dramatically. As such, organizations – nonprofit and for-profit alike – have become extremely social, whether they are cultivating a Facebook following or leaving an impact through Snapchat and Instagram.

Although social media offers a chance to tap into a potential audience on a limited budget, with the changing algorithms, it is very difficult to keep your cause at the top of people’s feeds.

If you have a social page for your nonprofit, social media strategy templates may be a good guide for you to find a way to run it effectively.

Define the Social Network’s Role in Your Nonprofit’s Strategy

All the actions you take, and the content you create on your social media should go and tie back with the communications and digital strategy of your nonprofit. Your social should not exist in a void – it should be connected to everything you do off the social as well. Connect your social media marketing efforts to your website and blog, and any other content you share online and offline.

What Do You Want to Accomplish?

Running a nonprofit means you are no stranger to having a solid mission you shape all your tasks towards. Whether it’s to eliminate poverty or save endangered species, you know what your goal is. Your social goals should also be clear to you. For example, you want to use social media to build your brand or manage your reputation, or you want to build community engagement and awareness. You should know why you have a social media page.

Target Audience

If you’re trying to talk to everybody, you’re talking to nobody. Nonprofits should develop audience personas, which represent your ideal supporters based on a combination of demographics and information about individuals in your target audience. Your social media marketing strategy should be focused around this persona and aim to pull those people in, or retain the donors you already have.

Choose the Right Network

Not every network works for every kind of audience. Your network choice should be based on your target audience. What networks do those in the selected demographic use most? You probably don’t have enough time to run so many socials as it is since you have to focus on running your nonprofit too. Doing an excellent job on two or three networks where your target audience resides is more impactful than having a mediocre presence everywhere.

Create a Content Strategy

You should have a solid strategy in terms of what kind of content you want to share with your following. From what the content contains to how you will get the message across – in text form, pictures or videos – to how often you want to share content and what kind of reaction you would expect from viewers.


Social media is more than just a free space for you to publish content. It is where you capture attention and connect with your supporters by interacting with them. Social media is designed for two-way conversation, and it is essential that you take advantage of that and build your community by engaging with them.

Over time, you will realize what works best for your nonprofit and what kind of content is most impactful, but you should always have a clear strategy in mind that you should work towards.

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