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CII BLOG > Blogs > How charities create impact on social media in 2024

How charities create impact on social media in 2024

2 Jan 2024

As Facebook and Instagram increasingly integrate AI tools and AI recommendations, the importance of authenticity grows. Charities need to start thinking more like creators to stay relevant.

While collaborating with creators or influencers is appealing, some charities may not pursue this avenue. In such cases, it is advisable to designate someone from the existing team to take on the responsibility of creating digital content. Alternatively, if planning to hire a digital executive in 2024, prioritise individuals with a primary skill set in digital content creation.

Staying ahead of the curve is crucial, as platforms like Instagram emphasise features like reels, stories, short-form videos, and lots more.

It is noteworthy that the organic reach of link posts has been diminishing, with Meta shifting away from news content toward entertainment. Crafting content that is both educational and humorous, as well as inspirational, hopeful, and impactful, is recommended.

User-generated content (UGC) remains integral for fostering authenticity and expanding a charity's influence and trustworthiness. Simply writing a blog post is insufficient; charities must master the art of storytelling.

Ignoring social media comments is no longer an option, and promptly responding to donors' messages on messaging tools is essential.

In 2024, the strategy should not be to reach everyone. Instead, identify your charity's supporters and actively engage with them. Embrace authenticity, innovation, and connect with your audience online.

Paid advertising continues to be crucial for charities. Since most online interactions begin with a search engine or on social media, it is important to have a plan in place to enhance the charity's discoverability through Search Engine Marketing (SEM) or Search Engine Optimization (SEO).

Whether potential supporters are looking to donate, volunteer, or seek support, running paid ads is vital to capturing their attention

Blog post by Andrew Parle, Digital Fundraising Specialist

Andrew is a paid digital fundraising specialist with over 10 years’ experience in the commercial and non-for-profit fundraising sector.

Specialising in strategy, paid social advertising, analytics and data visualization, Andrew has experience managing campaigns across a full range of platforms, from paid search activity on Google to paid social (especially Facebook Ads). Working with key stakeholders, optimising donor journeys, and project managing large media campaigns across multiple online and offline channels are core to Andrew’s experience.

Andrew currently lectures in Digital fundraising at the Charities Institute Ireland and is co-chair of the digital forum.

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