How Nonprofits Use Digital Platforms to Raise Awareness and Mobilize Action

Written by: Savanna Munroe ‘25, English Major at the University of Delaware

Engaging in digital marketing is valuable for any business, brand, or organization—even nonprofits. Social media has become a powerful tool in nonprofit advocacy, helping foster community, engagement, and awareness for different groups facing a range of challenges. Nonprofit organizations heavily rely on resources that they must actively seek or request from others through outreach or fundraising, which is why social media is essential when it comes to visibility and raising awareness for specific causes.

The nature of nonprofit organizations means they depend significantly on support from others, which reinforces their core missions of community, philanthropy, and meaningful purpose. When an organization isn’t generating income for profit, it typically turns to fundraising and community initiatives—efforts that can be amplified by a strong social media presence. There are numerous examples of how social media has been used to raise funds or awareness for specific issues. For instance, in 2014, a viral trend called the ALS Ice Bucket Challenge took over the digital space. The challenge originally started with three ALS patients testing out a new fundraising tactic—each person nominated would record themselves having a bucket of ice water poured over their head, then nominate the next participant to do the same. The main goal of this challenge was to raise awareness and drive donations toward ALS research—but the results were astonishing. (Payne).

The growth of the Ice Bucket Challenge was especially impressive due to how quickly it spread. The challenge first hit social media in August 2014, and within a week, the campaign had gone viral. In total, it’s estimated that at least 28 million people interacted with the campaign—either through social media engagement like liking, sharing, reposting, etc., or by directly participating in the challenge by pouring the ice bucket, donating money, or both. Even without factoring in the volume of social media activity, the campaign became one of the most successful fundraising efforts for the ALS Association—raising over $115 million for research and support for existing patients. The reach and engagement of the campaign are what propelled it to success.

This example shows that building an engaging, well-structured campaign that captures attention is key when using social media for nonprofit advocacy. Another essential aspect of boosting visibility and connecting with audiences is storytelling—something especially powerful when done through social platforms. Storytelling with emotional impact remains one of the most effective tools in the nonprofit and social media toolkit. (Gronigen). When raising awareness and funds for causes that require empathy and compassion, being able to tell stories that evoke emotion is critical. It allows supporters to connect with a cause on a personal level—even if they haven’t experienced it themselves.

Looking at examples like the ALS Ice Bucket Challenge, or even the digital response to Hurricane Katrina relief, it’s clear that social media is an essential tool for nonprofit advocacy. When used strategically, it can transform attention into meaningful action. To use social media effectively, nonprofits should invest in platform-specific strategies and compelling storytelling to deepen their impact. Social media can do so much for so many people—and using it to enhance nonprofit visibility is one of the most effective ways to grow.

SOURCES:

1. Payne, Brent. “Ice Bucket Challenge: Purpose, Impact, and Legacy in ALS Awareness: ALS United North Carolina.” ALS United North Carolina | Serving the ALS Community in North Carolina, 5 Nov. 2024, alsnc.org/ice-bucket-challenge-purpose-impact-and-legacy-in-als-awareness/#:~:te

xt=The%20challenge%20took%20a%20simple,raise%20awareness%20for%20their%20condition.

2. Gronigen, Javan Van. “16 Best Nonprofit Marketing Campaigns: Examples &

Case Studies.” Fifty and Fifty, 3 Apr. 2025, fiftyandfifty.org/best-nonprofit-marketing-campaigns/?utm_source=chatgpt.com.