The Role of Social Media in Nonprofit Advocacy: How Nonprofits Use Digital Platforms To Raise Awareness And Mobilize Action

Written by: Justine Wolman, Student at the University of Delaware

In the 21st century, social media has become a vital and powerful tool for promoting and running nonprofit organizations. Social media and technology are where we get most of our information and where we’re usually most likely to see things. For nonprofits, this presents an opportunity to expand their reach, raise awareness, and inspire real-world action.

Event Promotion

One of the most significant benefits of social media for nonprofits is its ability to share their mission with a broad audience. It also helps with recruiting young people, who are often more active on digital platforms. They can share links to information about events and programs on Instagram stories or Facebook posts. They can also distribute direct links to fundraiser pages like GoFundMe and Kickstarter. A successful social media campaign is also incredibly cost-effective. It is much easier to create one graphic and post it on multiple platforms rather than print and distribute it physically.

Interactive Content

YouTube, Twitch, and Facebook Live livestreams offer an interactive way for nonprofits to expand their outreach. Livestreaming fundraisers and events allow people to converse and donate. This format is especially beneficial for individuals who are unable to attend events in person.

When a person subscribes to/follows a nonprofit on a social media platform, that means they will continue to see posts and content from them on their timeline. It keeps the organization relevant and on the person’s mind while keeping existing donors engaged. They can also get notifications for when new posts are made or when a livestream has started.

You can build a community by following accounts and liking posts.

Hashtags

Hashtags are another powerful feature to help with spreading awareness.  Hashtags not only group posts around a central theme but also help people discover the cause organically. It serves as a place to see posts associated with the initiative.

Data Collection and Analysis 

Much like a website, social media platforms provide valuable data for nonprofits to analyze by tracking engagement. Identifying peak times for sharing content, tracking which posts get the most “clicks,” and understanding which demographics are most responsive can help organizations refine their strategies. They can also get a sense of the demographic they are promoting to. They can track and promote keywords.

Storytelling

Social media is a platform for nonprofits to create narratives and show their audience the impact of their work. Compelling personal anecdotes and stories, complemented by visuals or videos, inspire people to support the cause. Sharing testimonials of volunteers can also draw in new ones.

The Bottom Line

In a world that relies on digital communication more than ever, it is increasingly important for nonprofits and organizations to utilize the presence of social media. Through posts, interactive content, hashtags, and valuable insights, nonprofits can spread their mission and do even more good for their communities.