The giving season is just around the corner, and for nonprofits, this is a crucial time to engage supporters, grow your donor base, and hit your end of the year fundraising goals. Social media is one of the most powerful tools to drive this effort, and a little prep work goes a long way in ensuring you maximize its potential.
Below are some practical tips to help you polish up your social media channels and be ready to shine throughout the giving season.
1. Pin your key content to the top
When someone clicks on your profile, the first post they see needs to do some heavy lifting. A good strategy? Pin your most important content at the top. Make it super easy for potential donors to understand who you are and how they can support your cause.
- Pin an “About Us” post that briefly describes your mission, vision, and why your cause matters. Make this post simple, yet impactful, and include a link to your website or donation page.
- Pin a “How to Get Involved” post with specific calls to action. Whether it’s donating, volunteering, or simply spreading the word, be clear about the best ways people can support you. Include easy-to-follow steps and emphasize how small actions can make a big difference.
Pinning these posts ensures that first-time visitors immediately see what your organization stands for and how they can take action without scrolling or digging through old posts.
PRO TIP: If you’re feeling creative, you could even create a pinned video introduction. People love visuals, and a face-to-face appeal adds a personal touch.
2. Freshen up your bio
A lot of nonprofits treat their bios like a one-and-done task—written once and never touched again. However, your bio is the elevator pitch of your nonprofit. It’s what people see before they decide (or not) to scroll through your posts or visit your website.
In preparation for giving season, ask yourself:
- Does your bio explain your mission in a way that’s clear and engaging?
- Are there specific calls to action? For example: “Support our holiday giving campaign,” or “Become a monthly donor.”
- Do you have a link to your website or a relevant landing page that highlights your year-end campaign and makes donating ultra easy?
PRO TIP: Ask a new follower or a stranger to take a “first look” at your page and listen carefully to what they have to say. Have they caught the key points you want to communicate to your donors?
3. Use story highlights for key information
Story highlights are a great tool to provide an additional sneak peak into your nonprofit’s work, results, team and goals. Create a series of highlights that cover:
- Mission & values: What are you all about? Why should people care?
- Impact: Share short stories that highlight the difference you’ve made.
- Ways to help: Explain how people can donate, volunteer, or fundraise for your cause.
- Events & campaigns: Keep a running highlight reel of any special giving season events or campaigns.
This makes your Instagram profile a well-organized hub of information, so no one has to dig around to understand your cause or find ways to contribute.
PRO TIP: Make sure your story highlights have clear, attention-grabbing covers.
4. Leverage seasonal fundraising hashtags
Don’t underestimate the power of hashtags during the giving season. Hashtags like #YearEndGiving, #GivingTuesday, and #HolidayGiving are widely used and can help increase your visibility on social media. By tapping into these popular tags, you can reach new audiences who are specifically looking to give at this time of year.
PRO TIP: Create your campaign’s hashtag. It isn’t just about branding – it’s about creating a movement. Think of something short and catchy that people can use when they post about your organization or your campaign specifically. This helps spread your message and encourages others to participate. Plus, it makes tracking engagement easier—every post with your hashtag is a little victory
5. Plan a countdown
People love deadlines—it’s why sales and limited-time offers are so effective. The last week of December is prime time for giving because it’s the final push to make tax-deductible donations for the year.
Leverage this by building excitement with a countdown on your social media channels. Use Instagram stories, TikTok videos, or daily posts to remind your audience about the deadline, encouraging them to act fast and contribute before the year ends. Create a sense of urgency with phrases like “Only 3 days left to double your impact!” or “Last chance to support us in 2024.”
6. Utilize ads
If you have a small budget, targeted social media ads can be a game-changer. During the giving season, even a modest investment can lead to increased visibility and donations.
Make sure your ads are clear, compelling, and feature a direct call to action, like “Donate now” or “Help us reach our goal.” You can target people based on location, interests, or even past interactions with your page. This ensures that your message gets in front of the right people at the right time.
7. Engage with your audience
While prepping static content is important, giving season is also about staying active in real time. If you’re hosting events (either in-person or virtual), use Instagram stories, Facebook live or Twitter updates to show what’s happening as it happens. Encourage followers to interact—polls, Q&As, or behind the scenes content can drive engagement.
Best tip though? Be super active in the comment sections. Especially during giving season, people want to feel connected to the causes they support. A simple thank you goes a long way in nurturing these relationships.
8. Remind people of the tax benefits
Okay, it might not be the most thrilling content, but it’s important. Many people donate during the giving season to take advantage of tax deductions before the year ends. A simple reminder in your posts—especially as December 31st approaches—can give people that extra motivation to give.
9. Highlight matching gift opportunities
Many companies offer to match their employees’ charitable donations, effectively doubling the impact of their gift. Remind your audience to check if their employer offers matching programs and consider creating a specific post or story dedicated to this.
10. Test and track your analytics
Finally, don’t forget to check the numbers! Test different types of posts and track what’s working best. Are your video posts driving more engagement than images? Is Instagram outperforming Twitter in terms of donations? Use your social media analytics to adjust your strategy on the fly. Agility is key.
Final thoughts
The giving season is all about preparation and visibility. With just a few strategic tweaks to your social media presence, you can increase your nonprofit’s chances of capturing new donors, engaging existing supporters, and maximizing your impact.
Remember, the goal is to make it as easy as possible for people to support you. Pin essential content, freshen up your bios, and give followers a clear path to get involved. Then, during the chaos of the season, keep showing up in real-time, sharing your story, and inviting people to support your mission.
