Making social media work for your charity

However deserving your cause is of attention, social media won’t magically tell your story for you. When charities slip into a few common habits, the result is a lot of effort for not much engagement – and missed opportunities to build the communities they need to drive support, fundraising and connections with beneficiaries. 

Mistake 1: Being on every platform – and present on none 

Many charities feel they should be everywhere at once – Facebook, X, Instagram, LinkedIn, TikTok – and end up spreading thin content across channels their audiences don’t really use. This can result in tired teams, inconsistent posting and feeds that don’t quite hang together, so supporters quietly drift away. A clear social media strategy that focuses on where your people actually are – and why you’re there – changes that. 

Mistake 2: Posting without a story 

It’s easy to default to announcements, event plugs and policy links, with little sense of narrative or voice. Over time, that can make even vital issues feel flat, because followers don’t see the humans, values and change behind the posts. Charities that learn to tell coherent, compelling stories online build recognition and trust, which in turn drives action – from signing up to campaigns to setting up regular gifts. 

Mistake 3: Ignoring the numbers (and the risks) 

Plenty of organisations never look at analytics, or only glance at them when something goes wrong. The result is guesswork about what works and what doesn’t, and vulnerability to misjudged posts that damage relationships or reputation. Understanding data, testing ideas and having a plan for managing risk make social media less of a gamble and more of a purposeful part of your communications. 

Finding better ways to do social 

Social Media for voluntary organisations from DSC is designed to help with exactly these challenges and more. Author Dr Kerry Traynor draws on current research and real‑world case studies from the voluntary sector, offering a realistic, easy‑to‑follow guide to planning, implementing and evaluating a strategy that works for your organisation. You’ll find practical help with choosing platforms, writing a strategy, crafting engaging content, understanding analytics and managing risk – plus a downloadable workbook with templates you can adapt straight away. 

Whether you’re just starting out with social media or trying to refresh a tired approach, this is about making your online effort count – telling stronger stories, reaching the right people and building the kind of community your charity needs to thrive!