How to Build a Social Media Strategy for Your Charity

How to Build a Social Media Strategy for Your Charity

Social media can be one of the most powerful tools in a charity’s communications kit, but only when used with purpose. Too often, charities feel pressured to “post more” without a clear plan. A solid social media strategy brings focus, saves time, and ensures every post works harder for your mission.

1. Define Your Goals

Start with why. Are you looking to raise awareness, recruit volunteers, drive donations, or build long-term supporter relationships? Your goals should shape everything, from which platforms you use to how often you post.

2. Know Your Audience

Who are you speaking to? Understanding your supporters – their age, interests, and motivations – will help you tailor your tone, visuals, and content type. Use social insights or simple polls to find out what resonates.

3. Choose the Right Platforms

Not every charity needs to be on every channel. If your audience is younger, TikTok or Instagram might be best. For professional networks or partners, LinkedIn is invaluable. Focus on where you can make genuine impact rather than spreading yourself thin.

4. Share Stories, Not Just Statistics

People give to people. Share the human side of your work: the stories of those you support, your team’s passion, and the difference donations make. These are the moments that stop the scroll.

5. Plan Ahead (But Stay Flexible)

Create a monthly content calendar. Include key awareness days, campaigns, and supporter shout-outs. But leave space for reactive posts – those spontaneous updates that show authenticity and heart.

6. Measure and Adjust

Use insights to see what’s working. Are your videos gaining traction? Do carousels drive more engagement than single posts? Adjust your content based on results, not guesswork.

7. Stay Consistent

Social media success doesn’t happen overnight. Consistency builds trust, recognition, and momentum. Even one meaningful post per week is better than bursts of activity followed by silence.

A great social media strategy doesn’t have to be complicated, just purposeful. With clarity, creativity, and compassion, your charity’s online presence can inspire real-world change.

Need help creating the right strategy for your charity? Get in touch with Kindly Social today.