The Ultimate Social Media Marketing Guide for Nonprofit Organisations: 10 Steps to Grow and Make an Impact
In today’s digital age, social media marketing is a powerful tool that nonprofit organisations can harness to tell their stories, engage supporters, and expand their reach. But with so many platforms, content formats, and trends, it can feel overwhelming—especially if your team is small or you’re new to digital marketing.
This guide breaks down 10 essential steps for nonprofits looking to optimise their social media presence for growth and real-world impact. Whether you’re starting from scratch or ready to level up, each section offers practical tips, tools, and easy-to-implement strategies.
- Social Media Strategy: Start with a Purpose
Every successful social media presence begins with a clear strategy. Without a plan, it’s easy to burn out or waste time posting content that doesn’t move the needle.
Here’s how to build a simple, effective strategy:
- Set clear goals: What do you want from social media? More awareness? Donations? Volunteers?
- Know your audience: Who are they? What do they care about? Where do they spend time online?
- Choose your platforms wisely: Don’t try to be everywhere. Focus on where your audience is most active.
- Plan your content: Create a content calendar to stay consistent and relevant.
- Content That Connects: Share What Matters
Content is at the heart of your social media success. For nonprofits, it’s all about creating content that builds trust and inspires action.
Key content types to focus on:
- Stories: Share real-life impact stories from your beneficiaries or team
- Behind-the-scenes: Show your work in action, your staff, and your mission
- Calls to action: Make it easy for people to get involved, donate, or share
- Education: Help people understand the issue your organisation addresses
- Optimisation for Growth & Impact
Optimising your profiles and posts ensures that your content reaches the right people and encourages them to take action.
Tips for profile optimisation:
- Use a clear profile photo (logo or recognisable image)
- Write a compelling bio with your mission and a call-to-action (“Join us” / “Donate now”)
- Include a link to your website or donation page (Use “link in bio” for Instagram when adding links to your posts)
Post optimisation tips:
- Use relevant hashtags (#nonprofit, #climateaction, etc.)
- Tag partners and collaborators
- Post at optimal times (usually mornings or early evenings)
- Use alt text for accessibility and better SEO. (Alt text is a short written description of an image that explains what’s in the picture.)
- Engagement Over Vanity Metrics
A thousand followers mean little if no one is interacting with your content. The real value lies in engagement.
To build a loyal community:
- Respond to comments and DMs quickly
- Ask questions in your captions
- Run polls, quizzes, and live Q&A sessions
- Celebrate your supporters and volunteers
Use the “80/20 rule”: 80% of your content should be community-focused, 20% promotional.
- Analytics That Matter
Tracking the right metrics helps you understand what’s working and where to improve.
Focus on these core metrics:
- Engagement rate (likes, shares, comments per post)
- Reach (how many people saw your content)
- Link clicks (to your website or donation page)
- Follower growth
Use built-in analytics tools (Facebook Insights, Instagram Insights) or free platforms like Google Analytics and Meta Business Suite.
- Campaign Planning: How to Run a Social Media Campaign
Campaigns are great for driving focused action, such as fundraising, events, or awareness days.
Steps to run a successful campaign:
- Set a clear objective and timeline
- Create a theme or hashtag (e.g. #NPOImpactChallenge | #RunForRelief)
- Plan content for before, during, and after the campaign
- Use countdowns, stories, and live updates to build excitement
Always wrap up by thanking supporters and sharing results.
- Collaborating with Influencers and Ambassadors
Influencers aren’t just celebrities. They can be local voices or passionate supporters with niche audiences.
Tips for working with influencers:
- Look for people who align with your values
- Offer ways to collaborate: guest posts, takeovers, shoutouts
- Share toolkits with sample posts and graphics
- Track performance and build long-term relationships
Even micro-influencers (under 10K followers) can have a big impact.
- Smart Social Media Advertising
With even a small budget, social media ads can dramatically boost your reach.
Start with these basics:
- Promote your best-performing organic posts
- Use Facebook Ads Manager to target by location, interest, or behaviour
- Set a small daily budget (R50 – R100 can go far)
- Always include a call-to-action: “Donate now” / “Join the campaign”
Track performance and adjust based on what gets clicks or engagement.
- Communicating During Crisis or Sensitive Times
Your voice matters most in times of uncertainty, tragedy, or social change.
Best practices for sensitive communication:
- Pause scheduled posts if needed
- Speak with empathy and clarity
- Share how your organisation is responding or affected
- Avoid jumping on trending topics unless relevant to your mission
Use your platform to support, inform, and listen.
- Create a Social Media Toolkit for Your Team or Volunteers
Consistency and clarity make it easier for others to help spread your message.
What to include in your toolkit:
- Brand guidelines (logo, fonts, colours)
- Sample captions and hashtags
- Templates for graphics and stories (Canva is great for this)
- A guide on tone of voice and posting frequency
Share your toolkit with staff, volunteers, and supporters so everyone becomes a social media advocate.
Social media is one of the most powerful tools nonprofits have to grow, engage, and make a difference—but it doesn’t need to be overwhelming. With a clear strategy, purposeful content, and the right tools, even a small team can make a big impact.
Start with one step at a time, track your progress, and don’t be afraid to experiment. Your mission matters, and the world is listening.