I vividly remember my first Giving Tuesday as a new social media manager years ago. I brought an idea to our CMO and said, “Hey, wouldn’t it be awesome to do a Giving Tuesday campaign?” He said, “Go for it!” and I said to myself, “Ok…. Now what??”

With the help of our three-person marketing team, we created a theme, developed a series of posts, and whipped up a barebones landing page in one week. 

It was the first time the organization participated in Giving Tuesday, and we raised $20,000 without spending a dime on ads (remember those days when organic reach was falling from the sky like manna from heaven?).

Today, results like this don’t come easy, especially at year-end. With over 3.5 billion people active on social media, it can sometimes feel impossible to make these platforms work for your small nonprofit. 

To help you make the most of this critical time, I’ve put together the top three do's and don'ts for social media during your year-end fundraising campaigns.

3 Do's

Do #1: Craft Compelling Stories

Do create emotionally resonant stories that showcase your nonprofit's impact. Your followers want to connect with your mission on a personal level. Share stories of individuals whose lives have been positively affected by your work. Find ways to feature names, faces, and direct eye contact in your photos and videos to help your audience remember you and what you do.

Do #2: Plan and Schedule Content

Do plan your social media content in advance and create a posting schedule. Consistency is key to maintaining engagement. Utilize scheduling tools to ensure a steady stream of content throughout your campaign. This will help you stay organized and focused on your goals. 

Do #3: Prioritize Quality Over Quantity

Do prioritize quality over quantity when it comes to social media platforms. Instead of spreading your resources thin across multiple platforms, select 1-2 that align best with your audience and objectives. By concentrating your efforts, you can create higher-quality content, engage more effectively with your audience, and measure results more accurately.

3 Dont's

Don't #1: Overshare or Spam

Don't inundate your audience with constant donation requests. Posting too frequently or using overly aggressive tactics can annoy your audience and lead to unfollows. Instead, aim for a balanced content strategy that incorporates a mix of stories, updates, and fundraising appeals. The majority of your content on organic platforms should provide value to your audience, not ask them to do something.

Don't #2: Neglect Engagement

Don't treat social media as a one-way communication channel. These platforms are built for conversation! Engage with your followers by responding to comments, messages, and tags promptly. Set up auto-responders so your small team isn’t wasting time manually replying to each DM. Building a sense of community around your nonprofit's cause can foster long-term support and trust.

Don't #3: Ignore Analytics and Insights

Don't post blindly without analyzing your social media performance. Use analytics tools provided by platforms like the Meta Business Suite to track the success of your posts. Identify what's working and what's not, then adjust your strategy accordingly.

Bonus Tips

• Collaborate with influencers or partners who share your nonprofit's values and can help amplify your message.
• Consider using Facebook and Instagram's fundraising tools to make it easy for followers to donate directly from your social media profiles.
• Send a campaign kit to staff to encourage user-generated content and community engagement.

Final Thoughts

Social media is a powerful tool for nonprofits during year-end fundraising campaigns, but you will burn out if you try to do it all without a strategic approach. 

By following these do's and dodging the don'ts, you can maximize your nonprofit's impact on social media while building a loyal community of advocates who will advance your cause.

Remember to stay authentic, share compelling stories, and engage with your supporters to create a meaningful and successful year-end fundraising campaign.

If you’re feeling stuck, here are some resources to help you execute your year-end campaigns.

Want me to run your social media campaign for you? Let’s chat. 

About the Author

Brynne is a social media strategist for nonprofits and small businesses. Working with NGOs, thought leaders, and policymakers in DC for the last decade, she specializes in getting people to care about complex issues that might otherwise get ignored. Her team at Cause Fokus uses empathy-based marketing to turn passive audiences into loyal advocates.