How Small Charities Can Create Greater Impact With Social Media

by Lauren Armstrong

21 February 2024

For small charities, it can be difficult to navigate the world of social media. It can be difficult for small charities to get started in the world of social media. It is a continually evolving landscape, shaped by advances in human psychology, culture, and technology. Over 70% of non profit organisations acknowledged it is challenging to stay up to date with new features being implemented and platform best practices. 

Hootsuite’s “Social Trends 2024: Nonprofit” analysis suggests that charities can approach this year with optimism and consistency. In this article, some of the report’s most important topics will be discussed. 

Silver Laptop Computer Beside White Smartphone on Brown Wooden Table

Establish a Community 

Financial indicators, such as the money donated from each post, could seem an obvious choice when evaluating return on investment. 

In 2024, however, Hootsuite suggests that approaching every social media post as an advertisement is likely to alienate viewers. According to research, people use social media first to be entertained, second to stay in touch with friends and family. Most of the time, the last thing they want to see on these platforms is advertising.  

Rather than focusing on driving traffic, social media managers should use their channels to produce engaging content for their followers. This will establish stronger, longer-lasting relationships and ultimately increase profits. 

Anything that is fun, educational, inspirational, upbeat, or that promotes connection or the discovery of common experiences can all considered “enjoyable” content.

One example of this is the RNLI’s TikTok page, which informs users about the work of their crew in saving lives at sea. 

Small charities could return to the basics and use social media for what it was intended to do: connect and communicate with others. Take advantage of social media tools such as surveys and Q&As to learn more about what your target market wants. Asking your audience directly what they would want to see from you may help. It can remove any uncertainty and help you develop a following of long-term supporters as well as trust and loyalty. 

Hootsuite advises adding management strategies into your social media posts to develop your base of committed, long-term supporters. This has the potential to turn your improving interaction data into an owned network that you can engage with more directly and accurately whenever you want.

Think About Alternatives to Fundraising 

The report stresses how important it is for charity to have a broader view of social media. Instead of raising money, the primary goal may be to build a loyal audience. Fundraising could then be one of several supporting efforts. 

Social media users can use their time wisely and help charitable causes in a number of ways. This includes advocacy, campaigns, volunteering, and donating to charity shops. 

Individuals who make a higher personal commitment are far more inclined to donate money to a charity. In addition, social media offers an ideal environment to present a small charity to others and motivating others to share their enthusiasm.

Hootsuite claims that social media has a great deal of potential for building connections with promoters, donors, and volunteers. Nonetheless, the organisations that embrace this chance are those who use social media to create profound and compelling connections. This can be more successful those that simply focus on raising money.

Concentrate on Fewer Platforms

According to Hootsuite, social media professionals have become overloaded. They are unable to respond to the different opportunities and demands of each social media platform by continuing on all of them. 

In order to maintain a fully connected connection with users by 2024, social media teams will need to be present on fewer platforms. This suggests that they may enhance their online performance and reduce employee burnout. It may also produce more effective content targeted to their audience and effectively keep up to date with features.  To become better focused and involved, small charities may consider doing an audit to determine which social media platforms are best for their cause. 

Balance AI and Sincerity 

With the introduction of publicly available generative artificial intelligence (AI), Hootsuite encourages reconsidering how we approach authenticity on the internet. They claim that using AI for social media posts isn’t always wrong, but small charities should proceed carefully. 

For instance, it’s critical to understand your audience’s viewpoints on AI-generated content appearing in their newsfeed. Generation Z, Millennials, Generation X, and Baby Boomers, for instance, all have varied opinions. 

Furthermore, it is a good strategy to prioritise which tasks should be left to people and which should be delegated to AI. This has the potential to increase productivity while preserving a sense of authenticity. The report indicates that planning, editing and refining, keeping up brand standards, and interacting with audiences should remain human. However, responsibilities including brainstorming ideas, and writing first draft suggestions are excellent methods of reducing staff workload.

In general, it is evident that small charities encounter difficulties while attempting to navigate the ever-changing social media world. Hootsuite’s report “Social Trends 2024: Nonprofit” provides insightful information. It highlights the significance of creating community, expanding the reach of social media goals beyond fundraising, concentrating on fewer platforms to improve interaction, and finding a balance between artificial intelligence and authenticity. Small charities will thrive in 2024 if they prioritise real interactions, learn about the preferences of their donors, and effectively utilise AI. Applying these approaches can improve performance both online and in the long term, which will help charitable initiatives succeed in today’s digital world by building lasting collaborations.

If you liked this article, check out some of our related posts: 

Why Using Social Media Is Critical To Small Charities For Fundraising? (

Social Fundraising Platforms: Empowering Supporters to Make a Difference (

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