In today’s fast-paced digital landscape, social media is a vital asset for charities looking to stand out and turn awareness into a tangible impact for their cause.
With the average adult in the UK spending 1 hour 37 minutes on social media every day, embracing channels such as TikTok, Instagram, YouTube and Facebook is a must for charitable organisations. Used effectively, these platforms can amplify their message, connect with audiences, and inspire meaningful action.
Here we share how social media is changing the traditional rulebook of charity marketing and helping organisations to expand their influence and drive lasting change.
The changing digital landscape
Innovations in social media are empowering charities to create impactful, targeted campaigns that resonate with donors and produce tangible results.
Gone are the days of running a campaign with one message for all. Advanced user insights and social listening enable charities to produce personalised campaigns that speak to audience interests, concerns and donation goals, while data analytics help charities to track performance to measure the success of each campaign and make necessary alterations. With this information in hand, charities can ensure their efforts are always focused on driving impact and meeting key performance indicators.
Compelling social content
In today’s competitive digital space, capturing a donor’s attention requires compelling, visually engaging, bite-sized content. Short-form video content, promulgated by TikTok, Instagram Reels and YouTube Shorts, has become a powerful communication tool for brands looking to tell their story and build relationships with audiences. Charities too can take advantage of these social media channels, creating impactful, authentic and heartfelt 60-second video content that resonates with stakeholders, builds awareness and drives action.
Whether it’s a service user’s experience or a donor’s testimony, charities can use social media content as a mouthpiece for their mission and a tool to inspire positive change.
Building a loyal community
Social media platforms offer charities a unique opportunity to build active communities that are willing to support the cause.
To leverage this asset effectively, organisations should look to directly engage their audience on socials. Including interactive elements within your content, such as polls, quizzes or Q&As, encourages your audience to participate in the discussion and feel part of the wider movement.
Charities can also use user-generated content to strengthen their digital community and promote audience participation. From fundraising stories to posts from event attendees, or the experiences of those who have used your services, this kind of content brings your impact into the ‘real world’ and shows the strength of your supporters.
Social commerce
The growth in social commerce – where transactions happen directly within social media platforms – has created new fundraising possibilities for charities and the opportunity for fundraisers to boost donations. By integrating e-commerce features such as donate buttons and Just Giving links, charities and individuals alike make it easier for social media users to donate to their cause, enhancing user experience while maximising efficiencies.
Charities looking to sell products, merchandise, or pre-loved items to raise additional funds can take advantage of social commerce to boost sales and raise brand awareness. Selling on Instagram Shop, for example, gives charities a platform to showcase their products to a broad audience at a low cost. Users can quickly browse and purchase items, demonstrating their support for the organisation’s cause.
The charity social media landscape is changing, with new trends and innovations empowering charities to reimagine their marketing strategy and create compelling, engaging content that connects with their audience and fosters real change.
Did you like this blog? Discover more about what the future holds for charity marketing in our Charity Marketing Guide here.
Looking to supercharge your charity’s social media strategy? Get in touch with Scotland’s social media experts here.