Five Ways to Use Social Media to Drive Donations for Your Nonprofit

Social media is one of the most powerful tools at a nonprofit's disposal for reaching a wide audience and driving engagement. Whether you're looking to raise awareness, cultivate supporters, or encourage donations, platforms like Facebook, Instagram, and LinkedIn can help elevate your cause in ways traditional methods can't. Here are five of our favorite strategies to help you leverage social media to drive donations for your nonprofit.

ONE. Share Compelling Stories and Impactful Content

One of the most effective ways to encourage donations is by telling powerful, emotional stories. Social media is built around storytelling, and visuals, such as images and videos, resonate deeply with people. Share stories of individuals whose lives have been positively impacted by your organization. Highlight the real-world changes your nonprofit is making, whether it’s a family getting a home, a child receiving medical care, or a step toward furthering justice and equity.

Use a mix of formats to present these stories: videos for emotional impact, infographics to break down statistics, and blog posts for detailed narratives. Pair these stories with a call-to-action (CTA) encouraging followers to donate, with easy links to your donation pages. The more personal and relatable the content, the more likely it is to inspire action.

TWO. Host Virtual Fundraisers and Campaigns

Social media is the perfect platform to host virtual events and fundraising campaigns that allow your followers to get involved from anywhere in the world. Consider running a Facebook fundraiser, where people can easily donate directly through the platform. Platforms like Instagram and TikTok can be used to promote time-sensitive campaigns, like giving days, matching gift challenges, or awareness months, where donations are encouraged.

Another effective option is hosting virtual events such as online auctions, live Q&A sessions, or challenges (like a walk-a-thon or bike ride), where participants can engage in activities and fundraise through social sharing. A sense of community and friendly competition often leads to increased participation and contributions.

three. Use Social Proof to Build Trust and Urgency

People are more likely to donate when they see others doing the same. Social proof—showcasing that others are supporting your cause—helps build trust and creates a sense of urgency. You can highlight recent donations, share testimonials from your donors, or feature influencers or local celebrities who support your cause. These social endorsements can make others feel more confident in their decision to contribute.

For example, if someone donates a large sum or completes a fundraising challenge, give them a shout-out on your social media channels to thank them and encourage others to follow suit. You can also feature progress bars to show how close you are to reaching your fundraising goals, which encourages people to donate before the campaign ends.

four. Make Donating Easy with Clear CTAs

Once you’ve captured the attention of your followers, the next step is to make the donation process as simple and easeful as possible. Link directly to your donation page in every post, bio, and story, and ensure it’s mobile-optimized. People are more likely to give if they can donate with just a few clicks, especially on mobile devices.

Incorporate strong calls-to-action (CTAs) in your posts—phrases like "Donate Now," "Support Our Cause," or "Join the Movement" create a sense of urgency. Additionally, making the donation process transparent (i.e., showing exactly where the money goes) can boost confidence and encourage action. Consider offering different donation options, such as one-time donations, monthly giving, or donor recognition tiers.

five. “Friendraise” as well as Fundraise

Social media is not just about broadcasting messages; it’s about building relationships and engaging with your community. Reply to comments, thank people for sharing your posts, and engage in conversations about your cause. By showing your supporters that you value their involvement, you can foster a sense of loyalty and encourage recurring donations.

Run polls, share behind-the-scenes content, and ask for feedback to make your audience feel included in your nonprofit’s journey. The more your followers feel like they’re part of something bigger, the more likely they are to support your efforts, both financially and through word-of-mouth.

In sum…

Social media offers endless possibilities to amplify your nonprofit’s mission and inspire donations. By sharing powerful stories, making donating simple, and creating a sense of community, you can build meaningful connections with your followers that translate into support and funds. Remember, the key is to engage authentically, be transparent about your goals, and consistently show the impact of every donation.

And remember: As you continue to grow your social media presence, always keep your supporters at the heart of your campaigns and build your strategies around their needs, interests, and values.

Eager to learn more? Sign up for our mini-course Primed for Impact: Optimizing Your Socials for Giving Season!