Tips on creating content that will grow your charity’s online audience

Struggling to draw in the crowds with your charity's social media content? Here are some tips to get you going…

In the ever-changing digital sphere that is social media, users are being bombarded with more and more information each day. For organisations that rely on these platforms for marketing, it’s increasingly difficult to stand out and be heard.

At ChattyDuck, we regularly come into contact with organisations that are struggling to keep up with the demands of content creation. Smaller charities and non-profits, for example, have a lot on their plates as it is, on top of trying to utilise social media as an opportunity to connect with people who will support them. For many, social media is a vital means of driving donations, recruiting volunteers and spreading awareness of their cause. However, maintaining a steady flow of engaging, impactful content isn’t always easy.

And it’s only getting harder as charities face a combination of rising costs, increased demand and income decline, which means their resources are stretched farther than ever. More than half (57%) of charities have seen an increase in demand for their services over the past year, yet only 31% are confident in their funding, according to the CAF Charity Resilience Index. Little wonder so many charities are relying on organic social media posts to spread awareness for their causes – but how can they manage this on top of everything else?

Here are three lessons on social media content that I have learned from our work with charities and non-profits. 

Stay positive and share your wins
One of the best ways to connect with audiences and encourage engagement is to focus on the positives. As most charities and non-profits know, it’s not always doom and gloom; share a service-user success story, tell us all about your newest volunteer recruit or celebrate a generous donation.

Here, @RSPCA_official shared a video on Instagram of rescue animals being treated to some tasty peanut butter. While reminding viewers that there are many potential pets waiting to find their forever homes, RSPCA is also showing us the more enjoyable side of its work: spending quality time with the animals! 

This ‘National Peanut Butter Day’ post shows the more enjoyable side of the RSPCA’s work.

While charitable activities often focus on serious topics – from animal cruelty to homelessness to hunger – it’s important to draw the audience in rather than scare them away, and you can do this through heart-warming, authentic content that is exclusive to your page and your work.

Tell your audience a story
As humans, we’re hardwired to respond to stories. We can’t resist a good yarn. Plus, putting faces to causes is a great way to show people the reality (and impact) of your work. Take a look at this Instagram post from @denverrescuemission, which provides food, shelter and life-changing programmes for homeless people in its local community. The team quotes a service user, Joseph, and lets him speak directly to the audience, which is far more effective than simply asking for donations.

As well as sharing someone's story, letting people see how and where their support will go is a great way to evoke an emotional response and, in turn, elicit more support. Note that the organisation also phrases it as a ‘thank you’ post and ends with a call to action – both of which are certainly recommended for this kind of content.

This Instagram post from Denver Rescue Mission lets supporters know exactly how their donations are being used and who they are helping.

Provide hope (and updates)
Often, we see charity posts or campaigns and feel helpless, especially knowing that there are so many important causes that need our attention, support and donations. Letting people know exactly how they can help and what their support can achieve is a great way to engage your audience and convince them to act.

A great example of this can be seen on @charitywater’s Instagram account, which features a post named ‘the journey of your donation’ detailing who the charity has worked alongside and how it succeeded in using funds to bring clean water to more than 40,000 people. This lets existing supporters know specifically how their donations are helping others while also motivating new donors to contribute.

Many organisations, including Children of the Dump and BECOME, also send newsletters or updates to supporters, letting them know how their donations have been used to make a difference to those who need it the most. The bottom line is that people can and are making a difference, and that is exactly why your organisation exists in the first place!

Bonus lesson – never give up!
To those of you who run charitable organisations, you are inspiring and wonderful people who dedicate a significant amount of time to your cause. Successfully running multiple social media channels is not easy, and alongside all the other work that needs to be done, it’s certainly not the easiest job in the world.

Social media is a powerful tool for connecting your community, so harness it to promote your mission and keep sharing the positives. Uploading uplifting and inspirational content, including personal stories and impact updates, will help to draw in your audience and hopefully secure more support for your organisation.

Social media success won’t happen overnight, but keep going and the chances are you’ll build traction over time. And, of course, if you need the help of professional content creators, feel free to contact our team by emailing info@chattyduck.com.

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