How to Build a Winning Nonprofit Social Media Strategy in 2025
In 2025, nonprofit organizations are facing a digital ecosystem that’s more fast-paced, fragmented, and opportunity-rich than ever. Social media isn’t just a nice-to-have anymore. It’s essential for building community, cultivating donors, and driving real-world impact. Unfortunately, many nonprofits still struggle to unlock its full potential.
If your nonprofit has ever felt stuck pushing out content without getting much engagement in return, this post is for you. We’ll walk you through what’s working now on social, how donor expectations are shifting, and how to build a smart, sustainable social media strategy that supports your mission without burning out your team.
Why Social Media Matters More Than Ever for Nonprofits
Let’s start with the big picture: social media is start of your relationship with donors. It’s often the very first touchpoint people have with your organization, and it sets the tone for what comes next. A thoughtful social media presence helps nonprofits:
Raise awareness and build trust
Turn passive followers into active supporters
Strengthen donor retention through consistent communication
Provide low-barrier ways to get involved (before asking for a donation)
What’s changed in 2025? Your audience expects real connection, not just one-way updates. They want transparency, interaction, and content that’s relevant to their values.
1. Set Clear Goals for Your Social Strategy
Before diving into content, get crystal clear on what success looks like for your nonprofit. Are you focused on:
Attracting new donors or volunteers?
Raising awareness for a specific issue?
Increasing donations?
Building strategic partnerships?
Your goals should drive your content choices. For example:
Awareness: Post educational content, infographics, and news commentary.
Acquisition: Share compelling calls to action, personal stories, and testimonials.
Retention: Celebrate donors and show the impact of their gifts regularly.
Julep tip: Choose no more than 2–3 primary objectives to focus on each quarter. Simplicity leads to consistency.
2. Focus on the Platforms That Matter
You don’t need to be everywhere. In 2025, these platforms are the MVPs for most nonprofits:
Facebook: Still vital for community-building, event promotion, and peer-to-peer fundraising.
Instagram: A go-to for storytelling, reels, and visual content that inspires action.
LinkedIn: Ideal for thought leadership, B2B partnerships, and reaching philanthropic professionals.
TikTok (if capacity allows): Great for youth engagement and authentic storytelling, but it requires creative resources.
Julep Tip: Instead of spreading yourself thin, invest in 1–3 platforms where your audience already spends time.
3. Engagement Over Broadcast: Make It Two-Way
Too many nonprofits still treat social media like a megaphone. In 2025, the winners are those who treat it like a conversation.
Here’s how:
Respond to every comment, DM, and mention (ideally within 24 hours).
Ask questions in your captions to spark discussion.
Show appreciation publicly by spotlighting volunteers, thanking donors, and giving shout-outs to community partners.
Also consider outbound engagement. That means you proactively interacting with your supporters’ posts, too. It takes time, but this approach builds loyalty and visibility.
4. Create Content That Converts
Every post should educate, inspire, or invite your audience to take the next step. The best content balances mission, storytelling, and calls to action.
Key ingredients of effective nonprofit content in 2025:
Clear mission messaging: New followers should quickly understand what you do and why it matters.
Impact storytelling: Share real stories with names, faces, and outcomes.
Strong CTAs: Phrases like “Join the movement,” “Make a difference today,” or “Donate $10 to change a life” work well.
Video, video, video: Short-form video (under 60 seconds) still dominates engagement, especially on Instagram and TikTok.
And don’t forget variety. Mix up your formats with:
Reels and TikToks
Infographics and stat cards
Behind-the-scenes photos
Carousel posts, which great for storytelling or educational series
5. Start Small with Paid Advertising
Even a small ad budget can go a long way. With organic reach averaging just 1–4%, strategic social ads help you reach new people and retarget warm audiences.
Try the $1-a-day strategy on Facebook or Instagram:
Boost a high-performing post to a lookalike audience of past donors.
Promote a campaign graphic with a clear CTA.
Run engagement ads to grow your follower base before an upcoming campaign.
6. Use Data to Guide Your Strategy
Analytics isn’t just for big-budget organizations. Every major platform offers free insights, and they’re more important than ever.
Track key metrics monthly:
Engagement rate (likes, shares, comments)
Reach and impressions
Click-through rate (on links)
Donor conversion (if tracked via UTM codes)
Don’t overcomplicate it. Just ask: What’s working? What’s not? What can we do more of next month?
7. Meet Supporters Where They Are
Not every supporter is ready to donate today, and that’s okay. Social media lets you meet people where they are.
Offer a mix of next steps:
“Share this post to raise awareness”
“Sign up for our newsletter”
“Register for a free event or webinar”
“Give $5 to help us reach our goal”
This inclusive approach boosts engagement and builds a pipeline of future donors.
8. Tap Into Trends, But Be Strategically
Hop on trends that align with your mission but stay authentic. You don’t need to dance on TikTok, but using trending audio or formats can help increase reach.
Watch for:
Awareness days and months
Trending hashtags in your cause area
Relevant memes or templates you can adapt for your nonprofit
Most importantly, plan ahead with a content calendar that includes campaigns, key dates, and fundraising pushes.
9. Experiment, Learn, Repeat
The social media landscape changes fast. What worked last year might flop today and vice versa.
Create a culture of experimentation:
Try a new platform or content type once a quarter.
Survey your audience to learn what content they love.
A/B test captions, visuals, or CTAs.
Social media success doesn’t happen overnight. But with consistency and intention, your nonprofit can build an audience that cares and acts.
Final Thoughts: From Followers to Funders
Social media is no longer a side project. It’s a strategic channel for growth and impact. In 2025, the nonprofits that succeed will be those that:
Show up consistently.
Prioritize connection over promotion.
Share stories that stick.
Make it easy to get involved.
Start small. Start now. Your future supporters are already scrolling. Make sure your mission is what makes them pause scrolling and decide to engage.