How to Build a Winning Nonprofit Social Media Strategy (and Stay on Trend!)
The nonprofit world is moving faster than ever, and social media is a central artery for building community, cultivating donors, and driving real-world change. If your nonprofit has ever felt stuck sharing content that barely moves the needle, this guide is for you. We’ll share what’s working now on social, explain why donor expectations are evolving, and show you how to build a smart, sustainable social media strategy that feels doable and genuine.
Why Social Media Matters More Than Ever
Think of social media as the front door to your organization. It’s often the first impression many people have, setting the tone for deeper engagement. With a strong presence on social platforms, nonprofits can:
Raise awareness and build trust
Convert passive followers into active supporters
Retain donors through consistent connection
Provide low-barrier ways to get involved
Modern audiences expect meaningful interaction, transparency, and content that aligns with their values instead of only announcements. They want to connect, engage, and respond.
1. Define Your Goals (But Keep It Simple)
Know what success looks like. Ask yourself:
Are you aiming to attract new donors or volunteers?
Do you want to raise awareness around specific issues?
Is the priority increasing donations or building partnerships?
Once you answer that, align your content:
For awareness: Share educational posts, infographics, and news commentary.
For acquisition: Use heartfelt personal stories and compelling calls to action.
For retention: Celebrate donors, highlight impact, and express gratitude often.
Tip: Stick to 2–3 core objectives each quarter. Simplicity breeds consistency.
2. Be Smart About Platform Choice
You don’t need to be on every channel. In 2025, nonprofits see the most traction with:
Facebook: Great for community-building, events, and peer-to-peer fundraising.
Instagram: Perfect for visual storytelling, reels, and inspiration.
LinkedIn: Best for thought leadership, B2B outreach, and connecting with philanthropic professionals.
TikTok: A storytelling powerhouse if you have the creative bandwidth.
Tip: Choose 1–3 platforms and go all in where your audience already hangs out.
3. Treat Social Content Like a Conversation
Gone are the days of broadcasting. Today's social media is a dialogue.
Try this:
Reply to every comment, DM, and mention within 24 hours.
Pose questions in captions to spark discussion.
Show your love by spotlighting volunteers, thanking donors, and featuring community partners.
Engage outwardly by commenting on supporters’ related posts. It builds visibility and loyalty.
4. Create Content That Really Converts
Every post should educate, inspire, or invite. The secret formula combines mission, storytelling, and a clear call to action:
Mission clarity: New followers should instantly grasp what you do.
Impact storytelling: Use real names, faces, and outcomes.
Strong CTAs: “Join the movement” or “Donate $10 to change a life.”
Video is king: Under-60-second Reels and TikToks dominate.
Mix it up: Carousels, infographics, behind-the-scenes content, and stat cards boost engagement.
5. Leverage Paid Ads Even with Small Budgets
Organic reach today hovers around 1%–4%. Running ads, even as little as $1/day, can make a real difference. Ads help:
Boost popular posts to lookalike audiences.
Promote a campaign with a compelling CTA graphic.
Use engagement ads to grow your follower base before campaigns.
Tip: With Julep, you can use donor data to build smarter custom audiences for social ads with features such as Actions, Attributes and Codes that allow you to customize categories and identify donors. This ensures your budget works harder.
6. Let Data Guide You Without Overcomplicating
Scrutinize your analytics monthly:
Engagement (likes, shares, comments)
Reach & impressions
Click-through rates (links)
Donation conversions (via UTMs)
Tip: Don’t just look at social stats. Combine them with your CRM data. With Julep, you can track which campaigns influenced giving and use past donor activity to build lookalike audiences for paid ads.
7. Meet Supporters Where They Are
Supporters come with different readiness levels. Not everyone is ready to give today and that’s okay! Offer a range of next-steps:
“Share this post to raise awareness”
“Sign up for our newsletter”
“Join our free event or webinar”
“Donate $5 to help us reach our goal”
Donors not ready to donate? No problem. Use social to grow your email list, gather petition signatures, or encourage event RSVPs. These micro-conversions build trust and future giving potential.
8. Pair Social with Email for Better Results
Remember: social media is your handshake. Email is your follow-up conversation.
To move people from awareness to action, integrate social with email marketing:
Promote email sign-ups through freebies, stories, or event invites.
Create automated email journeys based on social interactions.
Use UTM-tagged social links to track conversions in your email tool.
Tip: Julep’s integrations with Mail Chimp and Constant Contact, and Anedot make it easier to segment, personalize, and track engagement. With these tools, you can turn social fans into lasting supporters without leaving your CRM.
9. Tap Into 2025 Trends With A Strategy
Carousel Storytelling: These are interactive and educational and are great for Instagram or LinkedIn. End with a strong CTA like “Donate” or “Join Us.”
ShortForm Video: Stick to under 60 seconds and use captions. Hook viewers within the first three seconds with mission-first messaging.
AIAssisted Content: Use AI to draft ideas, generate graphics, or analyze engagement, but always add a human touch and final review.
Micro-Influencers: Partner with local or cause-aligned creators. Authenticity is far more important than follower count.
Interactive Content: Get creative with polls, Q&As, UGC contests, or “caption this” challenges to drive engagement.
AlwaysOn Campaigns: Keep the momentum going year-round by repurposing content. Share evergreen stories. Keep asking for action, even in non-campaign months.
10. Experiment, Learn, Repeat
Keep a test-and-learn mindset:
Try new formats or platforms quarterly.
A/B test visuals, captions, or CTAs.
Ask your audience what content resonates.
Final Thoughts: From Scrolls to Support
Social media isn’t a side gig. It’s a key part of your nonprofit’s growth engine. The most successful organizations in 2025 will:
Show up regularly
Foster real connections
Tell compelling stories
Offer multiple ways to engage
Integrate social with email and CRM
Start simple. Stay consistent. Your next loyal supporter might be just one scroll away.
Need help syncing it all? Julep brings your email and donor data together so you can grow smarter, not harder. Want to learn more? Set up a time to talk to us!