Nonprofit Social Media: 5 Tips to Grow Your Following

Nowadays, having a presence on social media is essential for any organization — and is no different for those in the nonprofit sector. So here’s the question: Is your NGO making the most of everything social media has to offer?

After all, that’s where people engage with content that matters to them and connect with others, including brands, causes, and communities.

In this article, we’ll show you why building your organization’s digital presence is important with 5 tips to help you grow your social media following.

Why Your Nonprofit Should Be on Social Media

We know that running a nonprofit isn’t easy. With limited time, tight budgets, and a million things to manage, it’s tempting to put social media on the back burner. But if your nonprofit isn’t showing up online, especially on social media, you're missing out on a huge opportunity to grow your impact.

Social media marketing offers incredible potential to boost visibility, raise awareness, and drive engagement for your cause.

Here’s how social media can make a meaningful difference for your organization:

1. Promote Your Social Media Profiles Everywhere

One of the simplest and most effective ways to grow your nonprofit’s social media following is to promote your profiles beyond the platforms themselves. Don’t wait for people to find you, actively guide them to your accounts by making your social links visible in every interaction.

Here are a few ways to consistently promote your social media channels:

• Add social icons to your website
  Place them in the header, footer, or contact page—wherever they’re easy to spot. If social media is a priority for your organization, feature the icons prominently at both the top and bottom of your site.
• Include links in your email signatures
  Every email your team sends is a small promotion opportunity. Add clickable icons or direct links to your social profiles in your signature.
• Mention your handles in newsletters
  Remind subscribers where they can follow you—either in the newsletter header, footer, or within your campaign content.
• Print your handles on physical materials
  Add your social handles to business cards, flyers, posters, and event signage so supporters know where to find you online.
• Embed social content on your site
  Showcase a live feed from Instagram, a tweet, or a LinkedIn post on your homepage or blog to encourage visitors to follow and engage.

While organic reach on social media is limited, consistently promoting your profiles across other channels is a powerful way to boost visibility and grow your following over time. Here is a great example from WWF, they included all their social media profiles linked in their newsletter footer in a very visual and user-friendly way:

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2. Create High-Impact Content

If you want to grow your nonprofit's presence on social media, creating high-quality content is essential. In the world of digital marketing, content is what drives visibility, engagement, and trust.

When your nonprofit shares content that is relevant, helpful, and interesting to your audience, you naturally draw more attention and stand out from the sea of other posts. Good content not only informs, it connects.

Here’s how to create winning NGO social media content:

1. Know Your Audience Deeply: Success starts with understanding your NGO's target audience. Research their interests, challenges, and motivations. This allows you to tailor content that directly addresses their needs and sparks genuine interest.
2. Diversify Your Content Formats: Don't rely solely on text! Leverage engaging multimedia to cater to different preferences:
   • Eye-catching Images & Graphics
   • Informative & Emotional Videos
   • Shareable Infographics (explain complex issues simply)
   • Well-written Blog Posts & Captions (clear, concise, compelling)
3. Focus on Value & Relevance: Every piece of content should offer tangible value – educate, inspire, solve a problem, or share impactful stories. Relevant content naturally attracts and retains followers.
4. Prioritize Active Engagement: Content creation is just the start. Boost your NGO's social media visibility significantly by actively engaging with your audience:
   • Promptly respond to comments and messages.
   • Answer questions thoughtfully.
   • Spark conversations by asking questions and running polls.
   • Encourage dialogue between community members.

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3. Share Stories on Social Media

One of the most powerful ways to humanize your NGO and connect with your audience is through storytelling on social media.

Why storytelling works for NGOs? Because stories are memorable and emotionally engaging. Use your platforms to share real stories about the causes your organization supports, the communities you serve, and the impact of your projects. This creates a deeper emotional connection with your followers and helps them relate to your mission.

A well-told story can communicate your NGO’s mission in a way that’s both clear and engaging. It’s not just about sharing facts, it's about making people feel the real-world impact of your work.

By highlighting the difference your organization makes in people’s lives and in society, you can raise awareness, touch hearts, and inspire more people to get involved. Whether it's through donations, volunteering, or sharing your content, stories are a powerful tool to drive engagement and support for your cause.

Take, for example, the charming post shared by Muddy Paws Rescue about a recue dog named Miso. Their post includes a heartwarming video and a brief look at Miso’s story. It’s nearly impossible to scroll past without feeling something, or wanting to adopt.

This approach helps the organization connect more deeply with followers and boosts their chances of achieving their goals.

4. Create a Content Calendar

Maintaining a consistent posting schedule is essential for the success of your NGO’s social media strategy. One of the best ways to ensure this consistency is by creating an content calendar.

A content calendar helps you plan and organize your content in advance, allowing you to post regularly and predictably, something your audience will come to expect and appreciate. It keeps your NGO’s digital presence strong, active, and aligned with your communication goals.

Start by defining content categories or “editorial pillars” that group your posts into meaningful themes. For example:

• Testimonials from individuals impacted by your work
• Project Results and Milestones
• Calls to Action for donations, volunteering, or event participation

By using a content calendar, you can avoid long periods of inactivity and always have relevant, compelling content lined up and ready to go.

More importantly, consistent posting helps build audience engagement. When followers see regular updates that reflect a clear, recognizable tone and purpose, they’re more likely to connect with your NGO and stay involved.

5. Actively engage with your audience

For your nonprofit to succeed on social media, you need to do more than just share content—you need to build relationships.

A thousand likes that result in zero donations or volunteers amount to nothing. That’s why it’s essential to prioritize building meaningful connections with your audience rather than focusing solely on follower counts.

Engagement turns passive followers into active supporters. When people comment on your posts, send messages, or share your content, they’re expressing interest and investment in your organization or cause.

It also sends a positive signal to social media algorithms, helping your content reach more people organically.

So don’t forget to:

• Reply to comments and messages
• Create content that sparks conversation
• Use interactive features like polls and question stickers
• Engage with content beyond your own posts

Just like content creation, engagement should be intentional and consistent. Set aside time each day or week to monitor your channels, respond thoughtfully, and interact with your community.

Content Ideas for Nonprofits

Out of content ideas? We get it... between daily tasks and limited time, keeping up a steady stream of creative ideas for social media can feel overwhelming.

Try these content ideas if you need inspiration:

The key is to think of content as a conversation with your community. Focus on content that is relatable, inspirational, tells a story, and truly connects with your audience.