From Sixdegrees in 1997 to TikTok in 2016, social media has become an everyday tool many of us use to instantly connect, often with friends and family, but also with complete strangers.

It’s become a huge source of news, shopping, cat memes and general entertainment.

For not-for-profits, social media has opened new ways of gaining support for our causes.

Platforms such as Facebook, Twitter, Linkedin and Instagram have become part of our core toolkit - 90% of respondents from our 2020 Technology in the Not-for-Profit Sector Report said they use at least one social media platform.

Here are just a few of the ways not-for-profit organisations are using social media in 2021.

Gathering supporters

Not-for-profits are using social media to reach new supporters and increase awareness for their cause. Content such as case studies, blogs and videos are often shared by not-for-profits to highlight their impact in the communities they serve. This content provides social proof and real-world stories which inspire people to act and support those in need.

Reaching more people

When someone needs support, they usually search for it online. According to our survey, not-for-profits that have invested in their online presence report that more supporters and charitable candidates are approaching their organisation through digital channels than through traditional outreach initiatives, allowing them to reach more people in need of support with less financial or other resources.

Collecting donations

Web-based payment platforms have made collecting donations faster and easier. 43% of not-for-profits indicate they have increased their donation revenue by embracing online donations. Facebook proved the most popular platform, with 9% of respondents indicating Facebook is their primary source of online donations.

Following the success of Facebook’s donation functionality, many other social media platforms have committed to investing in their donation infrastructure. As social organisations continue to prove their importance around the world, investment from tech companies as well as the community’s willingness to donate to worthy causes will pay dividends to organisations leveraging social media in today’s digital environment.

Where to start?

Most not-for-profits don’t have the big marketing teams or budgets that some of our corporate friends have access to. The good news is that there are still plenty of free or cheap tools and resources available that can help you make a big impact without breaking the bank.

We’ve compiled just a few of our favourites to get you started. Here are 10 free (or cheap) marketing tools every NFP should be using.

We practice what we preach here at Connecting Up, and we’re proud to say our social media game isn’t too shabby at all. Stay up to date with all the news from Connecting Up HQ by following us on Linkedin, Twitter, and Facebook.

Read our 2020 Digital technology in the not-for-profit sector report