Social media for charities and non-profit’s in 2025

So, what should Social Media look like for charities and non-profit organisations in 2025?

I must admit, navigating social media is getting more and more difficult – especially with the changes at X, the rise of Bluesky, how to make the most of LinkedIn and understanding the ongoing challenges within paid social media advertising.

This question remains, how will your charity or non-profit connect with your audience in 2025?

First, the more engaged a digital community is, the greater opportunities you have to make a real difference. Remember to welcome new followers, initiate conversations and respond to all incoming communication.

Secondly, create inviting content that engages your followers and makes them feel included in your charity’s mission. Personally, I think charities that that focus on visual storytelling, live video and other immersive formats will lead the way. For example, TikTok with short, immersive videos, while Instagram loves visually creative content

Question, would your charity use podcasts to reach their audiences and champion their causes?

Use social media to steward new supporters and hopefully, turn supporters in advocates. Talk less about your charity and more about what you do and the impact you are making. Share real life stories, educate, actionable content, sharing content, highlight relevant data or simply answer their questions.

Use both organic and paid social media when publishing content on social media. Don’t think of them as separate. Better still, understand your why, charity goals, audience and more.

Use both organic and paid social media when:  

• Reach a wider audience
• Engage with your audience
• Implementing a comprehensive social media strategy
• Promoting a service
• Scaling up more effectively
• lead generation or maximising your ROI

Lastly, Social Media is not dead and the important thing is we need to change our thinking accordingly. I have noticed some charity leaders hinting at this but its simply not true.

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.

Website - https://socialforgood.ie