Social Media Fundraising: Where do you start with using social media to fundraise?

Over 4.7 billion people around the world use social media. It can be a fantastic way for charities to build their network, reach new audiences, share success stories and importantly, boost donations.

Nick Day image

Webinar Speaker

Nick Day, Associate Trainer at Directory of Social Change

Nick’s 30 years in marketing began in advertising, developed through direct marketing and now focuses on maximising the many opportunities presented by digital.

As well as being a practitioner, Nick leads a variety of training. He has delivered in-house training for commercial and charitable organisations including Sony, British Airways, Royal Mail, Parkinson’s UK, Age UK and Amnesty International.

Alongside Nick, Digital experts Paul Tyler and Bec Simpson from the Benefact Group share their expertise on social media.

How Charities Can Get Started and Raise More Online

More than 4.7 billion people worldwide use social media, creating enormous opportunities for charities to reach supporters, increase awareness and generate donations.

Yet for many organisations, knowing where to start can feel daunting.

In a Benefact Group webinar, digital marketing specialist Nick Day joined Benefact Group’s digital team to explore how charities can use social media more effectively, build stronger audiences and support fundraising efforts.

The message was reassuring:

You do not need to be everywhere. You simply need to start in the right place.

Start With Your Audience, Not the Platform

Many organisations begin by asking:

  • Should we be on Facebook?
  • Do we need TikTok?
  • Should we invest in Instagram?

The webinar suggested a different approach.

Before choosing a platform, charities should understand:

  • Who they want to reach
  • What matters to those audiences
  • How they consume information
  • Which channels they already use

Only then should platform choices be made.

Understanding Reach and Engagement

Two key concepts underpin social media success.

Reach

Reach refers to the number of people who see your content.

This can be:

  • Organic reach
  • Paid reach

Engagement

Engagement includes actions such as:

  • Comments
  • Likes
  • Shares
  • Replies
  • Conversations

According to Nick, engagement is often a stronger indicator of success than simple reach because it shows that people are actively connecting with your content.

The Three Purposes of Social Media

The webinar introduced a simple framework for social media activity:

Say

Post content people can respond to.

Show

Share stories about your organisation.

Share

Create conversations and build relationships.

Many charities focus solely on posting information. The most successful organisations encourage interaction.

Choosing the Right Platform

Not every platform serves the same purpose.

Facebook

Strong for:

  • Fundraising
  • Community building
  • Event promotion
  • Donations
  • Wide audience reach

Instagram

Particularly effective for:

  • Visual storytelling
  • Younger audiences
  • Behind-the-scenes content
  • Impact stories

LinkedIn

Well suited for:

  • Corporate fundraising
  • Professional networking
  • Trustee recruitment
  • Business partnerships

X

Useful for:

  • News
  • Public affairs
  • Conversations
  • Media engagement

The right mix depends on your objectives and audiences.

Create Content That Adds Value

One of the biggest mistakes charities make is posting only fundraising asks.

Nick highlighted four types of content that should form part of every content plan:

  • Inspire
  • Entertain
  • Educate
  • Convince

Supporters are more likely to respond when charities consistently provide value rather than constantly requesting donations.

The 4-1-1 Content Rule

A practical content formula shared during the webinar was the 4-1-1 rule:

  • 4 pieces of useful third-party content
  • 1 repost
  • 1 promotional post

This helps maintain balance and prevents audiences from feeling overwhelmed by fundraising messages.

Social Media Is About Relationships

One of the strongest themes throughout the webinar was the importance of engagement.

Examples shared by Benefact Group showed how successful charities:

  • Respond to comments
  • Thank supporters
  • Encourage conversations
  • Build online communities

Simple acknowledgements and replies can strengthen relationships and encourage supporters to stay involved.

Encourage Supporters to Share

Social media becomes most powerful when supporters help spread your message.

Benefact Group shared examples of charities dramatically increasing campaign reach through:

  • Shares
  • Recommendations
  • Supporter-led promotion
  • Advocacy

Every supporter has the potential to introduce your charity to entirely new audiences.

Do You Need to Pay for Social Media?

The webinar tackled a common concern.

While organic content remains valuable, platforms increasingly prioritise paid promotion.

Small advertising budgets can be used to:

  • Increase reach
  • Promote fundraising campaigns
  • Raise awareness
  • Target specific audiences

The speakers encouraged charities not to be afraid of experimentation, particularly when promoting content already performing well organically.

Use the Right Tone of Voice

Different platforms require different approaches.

Facebook

Friendly and conversational.

Instagram

Visual and inviting.

X

Human and responsive.

LinkedIn

Professional and authoritative.

The key is maintaining organisational personality while adapting to platform expectations.

Social Media Success Takes Consistency

The session concluded with several practical reminders.

Successful charities:

  • Post consistently
  • Engage regularly
  • Use their existing supporters
  • Encourage sharing
  • Build conversations
  • Invest in quality content
  • Integrate social media with wider communications

Social media success rarely happens overnight.

However, organisations that consistently build relationships, share compelling stories and engage their audiences can create powerful fundraising and awareness opportunities.

Final Thoughts

Social media fundraising is not really about social media.

It is about people.

The platforms will continue to evolve, new trends will emerge and algorithms will change. What remains constant is the importance of building relationships, telling stories and demonstrating impact.

Start with your audience, focus on engagement and don’t be afraid to experiment.

The most effective social media strategy is often the one that simply gets started.

Download the slides

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