February 15, 2024

What Social Media Platforms Should My Charity Use in 2024?

Navigating the social media landscape as a charity can feel overwhelming. With new platforms emerging and trends shifting constantly, choosing the right platform to connect with your audience and amplify your cause can be a challenge. But fear not! This guide will help you navigate the social media minefield and choose the platforms that best suit your charity’s unique voice and goals in 2024.

In this article, we’ll explore:

  • Factors to Consider in Choosing Social Media Platforms
  • Facebook for Charities
  • Instagram for Charities

Factors to Consider in Choosing Social Media Platforms

The best social media platforms for your charity in 2024 will depend on several factors, including:

1. Your target audience: Who are you trying to reach with your message? Are they older adults on Facebook, professionals on LinkedIn, or Gen Z on TikTok? Understanding your audience demographics and their preferred platforms is crucial.

2. Your mission and goals: What are you hoping to achieve through social media? Raise awareness for your cause? Increase donations? Recruit volunteers? Choose platforms that align with your specific goals and offer features that can help you achieve them.

3. Your resources: How much time and manpower can you dedicate to social media management? Some platforms, like TikTok, require more frequent and creative content creation than others. Choose platforms you can realistically manage effectively.

4. Your budget: Do you have any budget allocated for paid advertising or influencer partnerships? Some platforms, like Facebook and LinkedIn, offer powerful paid advertising options, while others, like TikTok, are still evolving their monetization strategies.

Before we start comparing platforms, here’s some of our team’s general advice for choosing what apps are going to be right for your charity:

  • Start small and focus on quality over quantity: Don’t spread yourself too thin across multiple platforms. Choose 1-3 platforms that best align with your audience and goals, and focus on creating high-quality content that resonates with them.
  • Don’t underestimate the power of established platforms: While newer platforms like TikTok are gaining traction, Facebook, Instagram, and X (formerly Twitter) still have massive user bases and offer proven tools for engagement and fundraising.
  • Experiment and adapt: The social media landscape is constantly changing. Be willing to experiment with different platforms, content formats, and engagement strategies to see what works best for your organisation.
  • Track your results: Use analytics tools to measure your performance on each platform and adjust your strategy based on what’s working and what’s not.


Facebook boasts over 2.9 billion monthly active users, spanning demographics, interests, and locations. By creating a compelling Facebook Page, charities can tap into this vast audience, raising awareness and connecting with potential supporters they might never have reached otherwise.

Engaging Storytelling: Facebook isn’t just about numbers; it’s about sharing stories that resonate. Charities can leverage features like photos, videos, and live streams to showcase their work, the individuals they help, and the impact they create. Emotional storytelling fosters empathy and connection, driving engagement and donations.

Targeted Fundraising: Facebook’s advertising platform allows charities to target specific demographics and interests, ensuring their message reaches the most receptive audience. This increases the effectiveness of fundraising campaigns, maximising return on investment.

Building Community: Facebook Groups offer a powerful platform for fostering a dedicated community around your cause. These groups encourage discussion, volunteer recruitment, and peer-to-peer fundraising, creating a supportive network that fuels your mission.

Real-Time Engagement: Facebook facilitates two-way communication between charities and their supporters. Charities can answer questions, address concerns, and provide updates, fostering trust and transparency. This real-time interaction strengthens relationships and encourages ongoing support.

Remember, success on Facebook requires dedication and planning. Here are some additional tips:

  • Maintain a consistent posting schedule.
  • Use high-quality visuals and compelling storytelling.
  • Encourage interaction with polls, questions, and live events.
  • Respond to comments and messages promptly.
  • Utilise Facebook Insights to track your progress and adapt your strategy.

By embracing Facebook strategically, charities can amplify their message, connect with supporters, and ultimately make a bigger impact. So, don’t underestimate the power of the social media giant; unlock its potential and watch your good cause flourish!


In the bustling world of social media, charities need to stand out. Instagram is the visual powerhouse of the current social media apps. With its focus on captivating images and stories, Instagram offers a unique opportunity for charities to connect with potential supporters, raise awareness, and ultimately, make a bigger impact.

Here’s why Instagram is a must-have platform for charities:

Speak Their Language: Today’s audiences crave visual content. Instagram, with its emphasis on photos, videos, and short clips (Reels) speaks their language. Showcasing the impact of your work through stunning visuals, heartwarming stories, and behind-the-scenes glimpses fosters connection and empathy.

Reach a Younger Demographic: Instagram boasts a massive user base, with a significant portion falling within the coveted 18-34 age bracket. This means a chance to engage a younger generation, cultivate future donors, and ensure your cause’s longevity.

Storytelling Superpower: Instagram Stories are a goldmine for engagement. Use them to share day-to-day work, volunteer experiences, beneficiary testimonials, and even live updates from events. Stories add a layer of authenticity and urgency, keeping your audience invested.

Fundraising Powerhouse: Instagram allows seamless integration with Facebook’s Charitable Giving Tools. This enables supporters to donate directly through posts, stories, and even live streams. Plus, features like donation stickers and fundraising campaigns further simplify the process, making giving easier than ever.

Influencer Magic: Partnering with relevant influencers can significantly amplify your reach and message. Find individuals who resonate with your cause and leverage their audience to spread awareness and inspire action.

Twitter / X

Twitter, the iconic blue bird app, has taken flight under a new name, X. Even with it’s new name and brand identity, it remains a goldmine for charities looking to spread awareness, build partnerships, engage their audience, and ultimately drive positive change.

So, why should your charity tweet (we’re still calling them tweets despite what Elon Musk says)? Here are just a few reasons:

Reach a Massive Audience: X boasts millions of active users worldwide, offering charities access to a diverse and engaged community waiting to be inspired. By crafting compelling content and utilizing relevant hashtags, you can tap into conversations about your cause and reach individuals you might not have otherwise connected with.

Spark Conversations and Build Relationships: X isn’t just about broadcasting messages; it’s about fostering two-way communication. Use the platform to answer questions, address concerns, and engage in meaningful conversations with potential supporters. This human touch builds trust and strengthens the connection between your charity and its audience.

Share Impact Stories and Inspire Action: Powerful storytelling is key to fundraising success. X allows you to share short, impactful videos, photos, and updates about the people your charity helps. Showcase the real-world difference your work makes and motivate individuals to get involved.

Collaborate with Others and Amplify Your Message: Partner with other non-profits, influencers, and even industry professionals to expand your reach and amplify your message. X facilitates collaboration and cross-promotion, allowing you to tap into new audiences and perspectives.

Remember: Just like any social media platform, success on X requires dedication and strategy.

  • Develop a unique and engaging voice: Don’t sound robotic or impersonal. Show your personality and passion for your cause.
  • Post consistently and strategically: Share a mix of content, including updates, stories, visuals, and calls to action.
  • Use relevant hashtags: Research and utilize hashtags strategically to get your message discovered.
  • Engage with your audience: Respond to comments, answer questions, and participate in relevant conversations.
  • Track your results: Analyze your performance and adapt your strategy based on what resonates with your audience.




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