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How to Promote Your Fundraiser on Social Media – 8 Tips

February 7, 2023

A well-thought-out marketing strategy goes hand in hand with a successful fundraiser. In fact, in our recent 2023 Outlook for Fundraisers and Events, 50% of respondents said that promotional tools were a must-have for any fundraising event.   As you know, social media marketing is one of the most powerful tools an organizer can use. Through social media, you can inspire existing supporters to participate and give, helping you to reach fundraising goals. It also enables your organization to reach a wider audience and hopefully gain new supporters. The trick, however, is to use social media effectively!

How to Successfully Promote a Fundraiser on Social Media—Best Practices

Number 1

Define your target audience to reach the right people.

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? (This social media fact sheet from Pew Research maps out what social media platforms various age groups use.) It’s likely you plan to market your fundraiser to more than one group of people. This is where donor segments come in handy as you can then create marketing efforts tailored to speak to each group.

Number 2

Create a social media calendar.

As tempting as it is to tap your nearest social media app and post on the fly, thinking ahead will get you much further. In service of that, create a social media calendar for your fundraiser. This will help you stay organized and ensure that your social media posts are consistent and spaced out. Twitter (through TweetDeck) and Facebook/Instagram allow you to schedule posts in-app for free. Additionally, there are lots of tools you can use to schedule your posts on all platforms, such as Later and Buffer.

Number 3

Use eye-catching graphics.

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. If you need a little help in the art department, connect with a graphic designer or try your hand at DIY. Canva offers a wide array of customizable social media templates.

Number 4

Utilize hashtags.

Hashtags help your organization reach a wider audience on social media. Choose relevant hashtags that relate to your fundraiser and encourage your followers to use them in their posts. Research hashtags relevant to your cause on your platform of choice. You can do this by using the search tool on your app, or by looking at posts similar to yours to see what hashtags were used. Remember that the greater the number of posts under one hashtag, the likelier your entry will get lost. As part of your content marketing strategy, use a mix of higher- and lower-use hashtags. Another tactic is to go local—discover the hashtags popular in your community and deploy them!
Number 5


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.
Number 6

Make it easy to donate.

People will see your social media post on their smartphones. So, enabling them to donate the moment inspiration strikes is essential. 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. Don’t forget that for this step you’ll need a dedicated fundraising page.
Number 7

Interact with your audience.

It can be tempting to post and then shift your focus to other things like helping those your nonprofit benefits. However, engaging 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. This will help build a strong community around your fundraiser. If you don’t have tons of time, consider asking a savvy volunteer for help!
Number 8

Pay for advertising.

Paid advertising can help you reach a wider audience and target specific demographics. It can also be very affordable! Consider using Facebook ads or boosting posts on Instagram to reach your target audience and drive more donations.
We hope these simple social media marketing strategies will help you reach your fundraising goals! Remember to track your results and make adjustments as needed to ensure that your campaigns are successful. Good luck!

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