Social media has become an integral part of our daily lives. 49% of mobile usage is now devoted to social media, with many of us reaching for our phones first thing in the morning to check our feeds.
We know habits are hard to break, so why not redirect them? By harnessing social media, charities can transform mindless scrolling into meaningful engagement that generates supporters and brand visibility.
This shift allows charities to meet their supporters where they are.
How can charities make the most of social media?
- Create content worth stopping for
The average attention span is diminishing, and only content that stands out will make people pause mid-scroll and fully engage.
Short-form, visually enticing content is currently proving to be the most effective for this. For example, UNICEF lent into the International Day of Play in 2025, to create their “Choose Play Every Day Campaign”. The simplicity of the video format – made up of shorter videos – builds up emotion and encourages the watcher to do exactly what the title suggests, to choose play every day. If your content is short and hard-hitting, it is more likely to gain traction and engagement.
- Consider your platform
Think about what platform you’re using, and who your key audience is.
- TikTok requires fast-paced and very short-form content, that, second to video, requires you to hook viewers with the first few words. This platform is increasingly popular with younger audiences.
- Instagram needs a lot of visuals; use your brand colours and captivating captions to ensure your content is what people stop to see. This platform has the highest engagement with non-profits, positioning itself as the ideal space for impactful storytelling and community building.
- LinkedIn allows for slightly longer form content; this is a chance to showcase your case studies and build a community focus which is directed more to a B2B market (so, the people within organisations who may be likely to support you through corporate sponsorships).
- Make engagement easy and rewarding
Engagement is a two-way street, be sure to nurture relationships.
It is important to respond quickly to any social media engagement. This builds trust and shows that there are real people behind your charity, and it can also help push your content further across different networks.
You should also:
Tell stories – share successes with authentic photos and videos. Let your supporters see the tangible impact that their involvement can have and let them know they’ve made a difference.
Encourage sharing – if you make content that is designed to be shared, your supporters will extend your online community with you. Content that creates an emotional connection is more likely to be shared, so, if your supporters engage, they’ll encourage others to do the same.
- Build habits
Consistency is key to building community. If you post regularly, your supporters will know when to expect posts from you and can adapt their habits around engaging with your content.
Consider the value of your charity’s supporters when creating your social media plan.
Meet your supporters where they already are, offer them meaningful content to switch their scrolling into supporting.
Contact us today if your charity needs support with social media implementation and we’ll match you with a suitable volunteer.