Nowadays, social media often feels less like a casual pastime and more like a grueling marathon. The deluge of negativity and unbelievable headlines make connecting with others on these platforms incredibly challenging and emotionally draining.

Thankfully, there’s a silver lining. Contrary to popular belief, not every social media account is controlled by malicious bots or fake users (only about 100 million of them). In fact, many leading nonprofits are harnessing the power of social media to create positive change in the world. This article highlights several nonprofits successfully using social media, along with actionable tips and best practices to enhance your own nonprofit’s social media strategies.

8 Nonprofits Using Social Media Effectively for Important Causes

#1: Amnesty International

Since its establishment in London in 1961, Amnesty International has fearlessly addressed some of the world’s most pressing social issues and advocated for the protection of vulnerable populations. Amnesty International’s efforts span a broad spectrum, encompassing the abolition of child soldiers, the fight against sex trafficking and human slavery, the safeguarding of human rights in conflict zones, the movement to end capital punishment, and many other critical areas.

Although a significant portion of Amnesty International’s work exposes the darkest aspects of humanity and grapples with severe human rights abuses, the organization demonstrates exceptional proficiency in utilizing social media. Maintaining a robust presence across all major platforms (including Tumblr and Medium), Amnesty International avoids sensationalism and instead employs a strategic approach to inspire action.

Amnesty International’s Twitter profile presence is particularly impactful. With close to 4 million followers, the organization utilizes Twitter to generate awareness about ongoing campaigns and pressing social concerns. Their content prioritizes education, leveraging statistics and research findings to illuminate the severity of the issues they address.

Amnesty’s use of infographics and concise charts is ideal for social media, encouraging sharing due to their emotionally resonant nature.

#2: National Audubon Society

Named after the celebrated ornithologist John James Audubon, the National Audubon Society is dedicated to the conservation of birds worldwide. Founded in 1905, the National Audubon Society comprises nearly 500 local chapters throughout the United States, each operating as an independent 501(c)(3) nonprofit. While any chapter could exemplify effective social media use, we’ll focus on the national organization’s online presence.

Although all of the National Audubon Society’s social media profiles are commendable, their its Instagram profile presence is particularly noteworthy. With almost 215,000 followers, their Instagram feed is a visual delight for both casual bird enthusiasts and seasoned ornithologists. The photography showcased is stunning, rivaling the quality found in prestigious publications like National Geographic. Despite having roughly half the followers of their Instagram, the Audubon Society’s Twitter profile presence demonstrates a keen understanding of leveraging platform strengths.

While many tweets feature captivating bird imagery, the Society adopts a more interactive approach on Twitter. They provide a wealth of birdwatching tips, engaging activities like building seasonal birdhouses, and guidance on contributing to bird conservation and habitat preservation locally.

#3: The Fight for 15

Data from the National Low Income Housing Coalition reveals a stark reality: nowhere in the United States can a single person afford a two-bedroom apartment on minimum wage, and only a handful of counties offer a one-bedroom apartment within reach. This dire situation has galvanized minimum-wage workers across the nation to join the Fight for 15 campaign, a movement advocating for a $15 federal minimum wage.

Graphic via National Low Income Housing Coalition While not a traditional nonprofit, Fight for 15’s social media impact earns its place on this list. They’ve skillfully used social media to propel their cause and raise awareness about this crucial issue. Grassroots labor organizing has been central to Fight for 15’s efforts, with social media playing a pivotal role. Their Facebook page serves as a virtual gathering place, uniting individuals who want to support this expanding movement. Beyond communication and organization, Facebook has provided a platform for Fight for 15 to educate a wider audience about critical social issues like job insecurity. Interestingly, Fight for 15’s Twitter profile has strategically employed positive emotions. While negative triggers often drive engagement, Fight for 15 effectively utilizes positive sentiment to similar effect.

The movement regularly shares positive labor rights news, success stories, and legislative wins. One such example is highlighting Target’s decision to raise its minimum wage to $15 per hour by 2020. Additionally, Fight for 15 leverages its 41,000 Twitter followers by collaborating with and sharing content from organizations like the AFL-CIO.

#4: Beyond Coal

Despite its affordability, widespread public support, and potential to create countless jobs globally, renewable energy still lags behind coal — a reality that Beyond Coal is determined to change. Beyond Coal is an initiative of the a project of the Sierra Club, one of the world’s oldest environmental organizations. Their goal is to promote renewable energy and ultimately eliminate our dependence on coal. The organization partners with a sister campaign in Europe to spread its message across both North America and Europe.

Like many nonprofits on this list, Beyond Coal effectively utilizes visuals such as infographics and charts in their social media campaigns. This type of content, ideal for platforms like Twitter, simplifies complex legislative issues surrounding fossil fuels and visualizes the gravity of our dependence on them. Beyond Coal’s core mission revolves around education; aside from mindful energy consumption (your personal carbon footprint), there are limited opportunities to individually reduce coal use. However, many are unaware of the extent to which coal powers our electricity and its detrimental environmental impact.

Therefore, much of Beyond Coal’s community engagement focuses on sharing petitions, highlighting relevant policies of political parties and individual politicians, and promoting other sustainability-focused content.

#5: CARE International

Poverty is a multifaceted issue with numerous underlying causes. This complexity makes it challenging to address; with so many interconnected factors, pinpointing the focus and timing becomes difficult. Fortunately, CARE International is a nonprofit organization tackling poverty and its root causes head-on.

True to its name, CARE International operates globally, working in some of the world’s most impoverished nations. This allows them to offer their social media audience diverse content from various locations. One noteworthy aspect of CARE’s social media is their dedication to empowering women and girls globally. Recognizing that women often bear a disproportionate burden of poverty due to systemic inequalities, CARE highlights this vital work across their social platforms. While CARE is still expanding its audience on some platforms, having joined only joined Twitter in 2013, their Instagram profile presence is much more dynamic. With a larger following, CARE’s Instagram strategically focuses on the individuals they assist, fostering a deeper connection between the audience and the human impact of their work.

This approach provides a window into the lives of those struggling with poverty, shedding light on issues often overlooked in our media-saturated world.

#6: Human Rights Watch

Human rights violations run rampant globally, especially in developing countries where the poorest and most vulnerable are routinely subjected to abuse. From unlawful detention and torture to the horrors of sex trafficking, these violations are widespread and worsening in many regions. This is where the work of the nonprofit organization Human Rights Watch becomes critical.

HRW is another international organization with a diverse range of focus areas. Recently, they’ve been instrumental in raising awareness and support for some of the world’s most vulnerable populations: Rohingya Muslims fleeing genocide in Myanmar, innocent victims of the Philippines’ “war on drugs,” and millions displaced by the escalating impacts of climate change. HRW effectively leverages social media for its numerous campaigns. With nearly 4 million Twitter followers, HRW provides compelling and timely insights into human rights abuses worldwide. This includes addressing domestic issues within the United States that often receive minimal mainstream media coverage, such as the shocking prevalence of child marriage.

Additionally, HRW’s YouTube channel exemplifies how video can simplify complex policy matters for a broader audience. The organization often incorporates animation and other techniques to diversify its social content.

#7: To Write Love on Her Arms

Despite its significance as a public health concern, open discussions about mental health remain challenging due to societal stigma and taboo. Even fewer feel comfortable addressing self-harm. Enter To Write Love on Her Arms (TWLOHA), a Florida-based nonprofit bridging the gap between individuals struggling with self-harm and mental health professionals who can provide essential support.

TWLOHA maintains an active presence across various social platforms. While they have a modest following on Twitter, their audience is significantly larger on Instagram and Pinterest. Much of TWLOHA’s social content centers on the personal stories of those who’ve battled and overcome self-harm, alongside inspiring messages for millions still grappling with mental health challenges.

Sharing these stories transcends simply raising awareness; it reminds those struggling that they’re not alone, hope exists, and support is available. For some, this can be life-saving, powerfully demonstrating social media’s potential for good.

#8: The Trevor Project

Suicide is the leading cause of death among young people aged 10-24, and LGBTQ youth are at a significantly higher risk, being almost five times more likely to attempt suicide than their heterosexual peers. These alarming statistics are among many found on the website of The Trevor Project, a nonprofit dedicated to crisis intervention and suicide prevention for at-risk LGBTQ youth aged 13-24. The Trevor Project was founded in 1998 by the creators of the Academy Award-winning short film Trevor. Since then, it has grown substantially and remains one of the most active LGBTQ advocacy nonprofits in the United States.

While The Trevor Project maintains a robust presence on both Facebook and Twitter, their Tumblr account is particularly compelling. Featuring primarily user-generated content, their Tumblr page showcases numerous stories from LGBTQ youth who’ve faced mental health challenges and suicidal thoughts. It also offers encouragement and inspirational accounts of overcoming adversity within their communities.

6 Social Media Tips and Best Practices for Nonprofits

Now that we’ve explored how nonprofits are effectively utilizing social media, let’s delve into broader tips and best practices to help your organization expand its reach and impact.

#1: Approach Controversial Messaging with Sensitivity

For those dedicated to tackling pressing social issues, encountering public apathy or indifference can be disheartening. This can lead to overly aggressive or forceful messaging. While negative emotional triggers can be persuasive, they can also alienate potential supporters.

Strike a balance between impactful messaging and empathy. Image via Salvation Army/CareHaven SA. When crafting your social media strategy, balance negative information with educational content. Excessive negativity can harm the perception of your nonprofit and its mission. Strive for a balance between calls to action and informative content that fosters understanding and support.

#2: Cultivate a Strong Sense of Community

Nonprofits thrive on the support of their followers, donors, and advocates. Building a strong online community is not just crucial for fundraising but also for expanding your reach and amplifying your message. As demonstrated by the nonprofits highlighted earlier, social media is arguably the most potent tool for nonprofits to connect with existing supporters and attract new ones. One effective way to cultivate community is by actively seeking and sharing stories from your supporters.

Image via Movimiento Consecha Consider how commercial brands engage their audiences. Instead of showcasing product endorsements, you’ll be highlighting the real-life impact of your nonprofit’s work. If you choose to utilize user-generated content, remember to always obtain permission before sharing personal stories. For additional insights on building inclusive online communities, explore Elisa’s interview with Erica McGillivray from Moz.

#3: Prioritize High-Quality Visuals

Data consistently shows that incorporating visuals in your content significantly increases engagement, making it a fundamental aspect of your social media strategy.

Image/data via CoSchedule However, utilizing high-quality visuals goes beyond mere engagement; it provides a glimpse into the lives of those you aim to help. Many nonprofits highlighted here prioritize visual content. While text-based content remains important, a visual approach can resonate more deeply with audiences and humanize the issues you address.

#4: Concentrate on High-Impact Platforms

A common pitfall for many organizations, not just nonprofits, is spreading their resources too thin across multiple platforms. Even with a dedicated social media team, maintaining an active presence everywhere may not be feasible or advisable.

Regularly analyze your social media performance to ensure your efforts translate into tangible results. Image via Buffer. Consider the nonprofits discussed earlier. While many have profiles across various platforms, some are significantly more impactful than others. Therefore, focus on platforms yielding the highest returns, whether in engagement, conversions, or both. For instance, maintaining a YouTube channel may be less effective if video content is infrequent. Similarly, prioritize platforms where your content performs best. If your Facebook presence drives stronger engagement, allocate your resources accordingly. Adopt a data-driven approach to determine the most effective platforms and strategies for your social media efforts.

#5: Explore Paid Promotional Opportunities

Social media presents a powerful platform for marketing your nonprofit, expanding your audience, and rallying support for your mission. Unfortunately, the social media landscape has shifted towards a “pay-to-play” model, making paid promotion increasingly essential.

The stark reality of declining organic reach. Image/data via social@Ogilvy. It’s no secret that organic reach on platforms like Facebook has plummeted, forcing marketers to re-evaluate their strategies. While consistent, high-quality organic content remains crucial, consider how paid promotion can complement your efforts. Before investing in paid promotion or social advertising, carefully assess the strengths and potential return on investment of each platform. Choose platforms aligning with your campaign objectives. If driving conversions is the goal, Facebook’s targeting options and affordability make it a strong contender. For cost-effective brand awareness campaigns, Twitter Ads might be a better fit.

#6: Test and Refine Your Approach

While it may seem like constant advice, A/B testing your social content is essential, especially in the competitive landscape of social media. A/B testing isn’t just about maximizing conversion rates; it’s about finding the right approach, especially for nonprofits working in potentially sensitive areas like animal rights.

A nuanced approach is often more effective. Image via PETA/Mediaite. Consider PETA, an organization known for its sometimes controversial activism. While their methods may be intentional, their approach serves as a valuable lesson in testing social content to ensure it resonates effectively with the intended audience. A/B testing is equally crucial for conversions. Many nonprofits operate with limited budgets and can’t afford to waste resources on ineffective campaigns. Thoroughly testing your social content may take time, but it can significantly impact your long-term success.

Effective Campaigns for Worthy Causes

Nonprofits face unique challenges, particularly within the realm of social media. Hopefully, these examples and tips provide valuable insights into raising awareness for your cause and inspiring others to make a difference.