Fundraiser Marketing: How to Promote a Fundraiser on Social Media

Understanding who you want to talk to is crucial to creating an effective social media marketing campaign. So, before you get started, think about your ideal audience. What are their interests? What are their preferred social media channels?

Tips: 

• You likely plan to market your fundraiser to more than one group of people. This is where donor segments come in handy, as you can tailor marketing efforts to each group. To help you figure out what platform your  your audience congregates, review the Pew Research Center’s informaion on various age groups’ social media preferences.
• Keep in mind that organic reach on social media continues to decline—Facebook posts now reach only about 1.4% of followers organically—making targeted content and strategic use of multiple platforms even more important.

As tempting as it is to tap your nearest social media app and post on the fly, thinking ahead will get you much further. Create a social media calendar for your fundraiser. This will help you stay organized and ensure your social media posts are consistent and spaced.

Tips:

• Facebook and Instagram allow you to schedule posts in-app for free.
• Tools like Later and Buffer can also help you schedule posts on all platforms
• Many scheduling services now offer AI-powered suggestions for optimal posting times based on your audience’s activity patterns.

There’s a lot of social media content out there. Snazzy images and videos will increase the chance of your post registering to the eye.

Tips: 

• If you need a little help in the art department, connect with a graphic designer or try your hand at DIY. Or you can avail yourself of a wide array of customizable social media templates.
• AI-powered design tools are making it easier than ever to create professional-looking content quickly. Many scheduling tools now include AI features to help optimize your posting times and content.

Hashtags help your organization reach a broader audience on social media. Choose relevant hashtags related to your online fundraiser and encourage your followers to use them in their posts.

Tips: 

• When choosing hashtags, it’s crucial to be strategic. Remember, the more posts under one hashtag, the higher the risk of your entry getting lost. This is why it’s beneficial to use a mix of higher- and lower-use hashtags. But don’t forget the power of community. By going local and using community-specific hashtags, you can foster a sense of connection and engagement with your target audience, further boosting your visibility and reach.
• Consider creating a unique hashtag challenge that encourages user-generated content. When supporters create their own posts about your cause, it amplifies your reach organically.

Appeal to your audience by helping them relate to your cause. Share stories (literally—in this case we don’t mean Instagram stories, although that’s a great medium!) of the people your nonprofit is helping and why your fundraiser is important. This will help your followers understand the impact of their support and connect with your cause.

There’s science behind this approach—according to Stanford Graduate School of Business research by Professor Jennifer Aaker, stories are remembered up to 22 times more than facts alone.

People will see your social media post on their smartphones. So, enabling them to donate the moment inspiration strikes is essential.

Tips: 

• Include a link to your donation page in your profile and include a link to donate within your posts. Unlike Facebook, you can create clickable links within an Instagram post, and you can use tools such as Later’s Linkin.bio to make any images within your Instagram (and TikTok!) feed clickable.  In addition, you can add clickable links within Instagram stories and use Linkin.Bio to associate a link with your reel.
• A word about TikTok: if you want to add a link of any kind in your bio, you will need a TikTok business account. While TikTok offers donation stickers for select nonprofits, using a dedicated fundraising platform like Eventgroove gives you more control over donor data, better analytics, and the ability to integrate with your other fundraising efforts across all social platforms.

It can be tempting to post and then shift your focus to other things like helping those your nonprofit benefits. However, interacting with your audience on social media is key. Check back in regularly to respond to comments, ask questions, and encourage your followers to share their thoughts and experiences. If you don’t have tons of time, consider asking a savvy volunteer for help!

Tips:

• Create ongoing conversations by asking questions in your posts, not just sharing information. People are more likely to engage when they feel heard.
• Remember that engagement looks different on each platform—Instagram favors visual responses and Stories interactions, while Facebook values longer conversations in comments.
• Encourage your followers to share their own stories and experiences with your cause, then engage meaningfully with their content.

With organic reach continuing to decline across platforms, strategic paid advertising has become essential.

Tips: 

• AI-powered targeting tools—both built into platforms like Facebook’s Advantage+ system and through third-party applications—now make it easier to find supporters who are most likely to donate, even with smaller budgets.
• Prioritize video content in your paid campaigns. Multiple studies show video content significantly outperforms static images for engagement and conversions.
• Consider testing the same content across multiple platforms with platform-specific optimizations rather than putting all your budget into one channel. Start small, track what works, and scale up your most successful campaigns

Embracing the growing trend of influencer marketing can be a game-changer for your fundraisers. By teaming up with influencers who share your passion and boast a substantial following, you can significantly amplify your message, reaching a wider audience and enhancing the credibility of your campaign.

To connect with influencers:

• Start by researching those who align with your mission.
• Reach out via direct messages or email with a personalized note explaining your cause and how they can help.
• Be clear about what you’re asking for—whether it’s a shoutout, a collaborative post, or participation in a virtual event.
• Offer incentives such as exclusive content, early access to events, or public recognition of their support.

Your supporters can be your best marketers! User-generated content (UGC) is when your community creates and shares their own posts about your cause. This authentic content often resonates more than polished marketing materials.

To encourage UGC:

• Create a branded hashtag and ask supporters to use it when sharing their stories
• Share supporter posts on your own accounts (with permission)
• Host photo/video contests related to your cause
• Ask volunteers to document their experiences
• Encourage beneficiaries to share their stories (when appropriate)

UGC gives you authentic content to reshare while building a stronger sense of community around your fundraiser. Plus, when supporters create content about your cause, they’re essentially advocating for you to their entire network.

Live streaming on platforms like Instagram Live, Facebook Live, and TikTok Live can create real-time engagement during your fundraiser. These features allow for immediate interaction with supporters, but remember to always direct viewers to your main fundraising page where you have full control over the donation experience and can capture valuable donor information.

Tips: 

• Consider hosting various types of virtual events such as webinars, virtual galas, behind-the-scenes tours, or Q&A sessions with your team or beneficiaries. These events give supporters a deeper connection to your cause and create exclusive experiences that can drive donations.
• Make your virtual events interactive by incorporating polls, live Q&A segments, and special guest appearances. Promote your events across all your social platforms and encourage pre-registration to build anticipation.
• Follow up with attendees afterward with thank-you messages and additional ways to get involved.
• Don’t forget about online auctions and raffles—these can be promoted heavily through social media while being managed through dedicated fundraising platforms that handle all the technical details.