A charity social media strategy is pivotal for charities seeking to enhance their online presence and engage supporters effectively. Everyone will quickly suggest leveraging platforms like TikTok, Instagram, and Twitter – but an effective charity social media strategy is as much about deciding what is not an efficient use of your time and resources as it is about having absolute clarity over your prioritised set of objectives.
The essence of strategy is choosing what not to do
Michael Porter
Social media can be a powerful tool so charities can raise awareness about their causes, attract new donors, and build a community of loyal supporters. But not all social media strategies are effective for charity growth, and the most successful campaigns are the ones that value the importance of authenticity and creative content.
Setting Clear Goals and Understanding Your Audience
Before diving into social media, charities must set clear goals for what they aim to achieve. Whether it is raising awareness, attracting volunteers, or boosting donations, understanding these objectives helps create a focused strategy. As noted by experts at Kindly Social, “Knowing your goals will help you create a focused strategy that supports your charity’s mission”. Additionally, it is crucial to identify where your target audience spends their time online. For instance, TikTok is ideal for younger audiences due to its creative and engaging video format.
Building Authenticity and Addressing Misinformation
In 2025, authenticity and combating misinformation are key trends in social media, as highlighted by Charity Digital. Charities must ensure their content is genuine and transparent, reflecting their mission and values. This authenticity helps build trust with their audience, which is essential for long-term engagement and support.
Creative Campaigns and Partnerships
Creative and impactful campaigns can significantly boost a charity’s social media presence. For example, the Women’s Aid Federation of England leveraged the UEFA Euro 2024 to raise awareness about domestic abuse, partnering with football clubs and influencers to amplify their message. This approach not only increases engagement but also taps into existing fanbases, maximizing reach and impact. Similarly, Make My Money Matter’s campaign using satire and humour effectively engaged audiences on complex issues like climate change and pensions.
Embedding Brand Strategy Across Platforms
A strong brand strategy is integral to social media success. It involves aligning visual identity, tone of voice, and messaging across all platforms to consistently communicate the charity’s mission and values. As outlined in CharityComms’ Brand 360 guide, “An organisation’s brand is increasingly used to inform the employee experience, user experience, and customer experience design, as well as inspiring brand-led innovation”. This cohesive approach ensures that every interaction with the charity, whether online or offline, reinforces its purpose and builds a lasting connection with supporters.
Digital Marketing and Engagement
Effective digital marketing can enhance a charity’s online presence and engagement. By using platforms like Instagram and X/Twitter, charities can create engaging content that drives conversations and encourages action. For instance, Save the Children’s ‘If London were Syria’ campaign prompted social media users to imagine a scenario where British children faced similar hardships as Syrian children, resulting in significant engagement and a notable increase in donations. This demonstrates the power of creative campaigns in mobilising support and raising awareness about critical issues.
Developing your Charity Social Media Strategy with External Support
Collaborating with external agencies or organisations can also provide valuable support. Agencies like Sailfin Communications offer tailored marketing services specifically designed for charities, helping them navigate the complexities of digital marketing and fundraising. By leveraging these resources, charities can enhance their online strategies and focus more on their core mission of addressing health and social inequalities.
Social media can be a powerful tool for charities to amplify their message, engage supporters, and drive lasting change. By focusing on authenticity, creative content, and strategic partnerships, charities can build strong online communities and contribute meaningfully to reducing social inequalities.