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Social media is constantly evolving, and for nonprofit professionals, keeping up can be overwhelming. In this blog, we break down the key takeaways from Taylor Shanklin's expert webinar to help you level up your nonprofit's social media game—from content planning to hashtags, organic growth, and paid ads.
The answer is yes—but only if you're intentional. Social media helps nonprofits:
📈 Increase visibility and awareness
👋 Engage donors, volunteers, and program participants
🌐 Drive traffic to your website
🙌 Build community and trust
The key is to create content that connects with your audience and aligns with your goals.
Choose a tool: Trello, Asana, spreadsheets, or scheduling tools like Publer work great.
Plan quarterly themes: Align content with seasons, campaigns, or awareness days.
Mix it up: Share awareness, storytelling, fundraising, and event-related content.
Example weekly grid:
Week 1: Awareness (user-generated content, tips)
Week 2: Program impact (infographics, behind-the-scenes)
Week 3: Consideration (FAQs, testimonials)
Week 4: Decision (calls to action, event sign-ups)
Hashtags help new people discover your nonprofit. Use them like SEO for social platforms:
🔹 Combine broad (#Nonprofit) and niche (#STEMeducation) hashtags.
🔹 Use fewer on Facebook (2–3), moderate on LinkedIn (3–5), and more on Instagram (10+). 🔹 Try tools like GrabTag to research hashtags.
Pro tip: Use hashtags that match the content’s theme, community interest, and mission.
👍 Like and comment on others’ posts—especially partners, donors, and influencers.
👥 Join or create Facebook Groups to build niche communities. 👁️ Show up consistently—the algorithm favors active pages.
Remember: Authentic engagement = stronger relationships = more visibility.
Running ads? Here’s how to make them count:
Use Meta Ads Manager (not just "Boost Post") to get full control and better targeting.
Set a basic funnel:
Cold audience: Tell them who you are
Warm audience: Show impact (testimonials, video stories)
Hot audience: Urgency and direct ask (donate, register, volunteer)
Start small: $200–$250 test campaigns can provide great insights.
Track conversions: Set up Facebook Pixel and use UTM links to see results.
Social media success is about consistency, clarity, and creativity. Start where you are, focus on a few platforms, and refine your approach over time.
📅 Want to dive deeper? Watch the full Free Nonprofit Webinar recording by Taylor Shanklin on CharityHowTo and take your social media strategy to the next level.
#NonprofitMarketing #SocialMediaStrategy #DigitalFundraising #TaylorShanklin