Which Social Media Platform(s) Are Right For Your Organization

In today’s digital age, social media has emerged as a powerful tool for nonprofit organizations to connect with their audience, raise awareness about their causes, and inspire action. However, with an abundance of social media platforms available, it can be overwhelming for nonprofits to determine where to focus their time and resources for the most significant impact.

Being on social media is an important part of a digital strategy, but not THE only important part. And a big part of success on social media is consistency. So a big disclaimer before we get into the things to consider when it comes to showing up on social. Start with one and do it excellently. Once you feel good about that platform, add on another. This blog post is by no means meant for you to automatically start adding in platforms that fit the criteria.

Define your goals

As with all things, understand what you’re trying to accomplish with social media. Is it raising awareness, getting more donors, finding volunteers, etc? It will likely be a combination of different things. Ensure that the goals you set for social media are helping you work towards bigger picture organizational goals.

For example, let’s say one of your goals is increasing your donor retention rate! In that case, a goal for social media might be tailored around getting donors to follow you on social media and/or reshares of your posts by your followers.

Or, maybe you’re trying to build more brand awareness. In that case you might have KPIs around comments on posts or direct messages.

Goals on social media can be very different depending on what the end result you’re looking for is. Without these goals, though, you’ll spend way too much time on a social media strategy that isn’t supporting your business.

Know your target audience

Different platforms definitely cater to a different demographic. Understanding who you’re targeting will help you prioritize the platforms you’re on and the types of content you’re creating.

If you are looking to reach Gen Z and Millennials, then TikTok and Instagram are the place to be. Older Millennials and Gen X are more active on Facebook. Are you trying to target businesses? Then maybe a focus on LinkedIn is a bigger priority. Moms or women 25 – 50, might want to look into Pinterest.

Go back to your goals and figure out what the biggest priority audience is to help you reach those goals. Start with the platform that is best suited to hit that demographic. It’s not about where YOU feel most comfortable, or the loudest board member, or volunteer. Stick to the data of who is using what platform and take the personal opinions out of it.

Create platform specific content

If you remember in the beginning, I mentioned starting with one platform that you can do well before adding in more. This next piece is why!

Yes, of course, you can repurpose content on multiple platforms. We do this all the time. However, different platforms prioritize different things.

If you aren’t creating short form video then there is no reason to be on TikTok. If you don’t have blog or video content to send people to, then Pinterest isn’t going to do you any good. You get what it, right!

Get really clear about the platform you’re going to be posting on and ensure that what you’ll be posting will connect with your audience that’s there.

Other things to consider are the captions you create. You might use hashtags on some but not on others. On some platforms you might have a more formal approach and others more causal. Even when it comes to repurpsoing, consider the audience there when writing your caption.

Do some research

Research what other organizations are doing on social media. Take a look at the types of posts that are getting them the most engagement. This is to copy them but instead to get ideas about how successful posts are being created so you can make it your own.

There are several types of organizations to research.

– those in your area of services.
– those that are outside your geographical area but serve a similar community.
– those that are of similar size to your organization.
– those that are in similar poplation areas like you are.

You can learn a lot by what people are already doing to help you make decisions about where you choose to participate.

Follow the data

If you’re already on some social media platforms, figure out which ones are giving you the most engagement. Double down there and see what kind of impact you can create instead of spreading yourself too thin.

Then, double down on the exact types of posts that people are really enjoying. We can have all the ideas in our head, but the market will tell you what they want.

If you’re just getting started with social media, give it time. It’s a long term play but you won’t know what types of decisions to make if you don’t get started.

Review you analytics ever 30 days to see how things are trending. If you’re tracking towards specific goals then the data will clearly guide you in the decisions you make.


At the end of the day, it all starts with meeting your audience where they are. This is going to help you reach more of the right people and engage with them where they’re most comfortable. Social media is meant to help you start conversations. So get out there, start chatting and sharing content that people want to engage with.


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