5 Ways to Use Social Media in Donor Stewardship
Most charities are missing the mark on social media fundraising—either pouring resources into flashy marketing campaigns with zero return or limiting their posts to event promotions and announcements. Neither approach drives fundraising success.
The problem? Treating social media like business marketing sets campaigns up to fail, while neglecting its potential leaves untapped opportunities to engage your community.
What’s the Solution?
Forget expensive ads—focus on authentic storytelling with simple, effective calls to action. Engage your current supporters and make it easy for them to share your message.
Organic engagement creates exponential growth, raises brand awareness, and allows donors to participate actively, no matter where they are. A donor in Toronto sharing your post could inspire someone in Vancouver to follow your cause. Unlike sponsored ads, organic shares build trust through personal connections.
Social Media by the Numbers
Facebook: 26 million Canadian users (Gen X and Boomers dominate).
Instagram: 20.65 million users (favored by Millennials and Gen Z, thrives on visuals).
Canadians spend over two hours daily scrolling—use this to your advantage!
5 Ways to Use Social Media in Donor Stewardship
Host Instagram Lives
Showcase your work in real-time with virtual tours, expert interviews, or behind-the-scenes peeks. Engage both new and existing supporters while educating them on your mission.Align Social Media with Campaigns
Sync your content calendar with annual campaigns. Encourage volunteers to tag your organization in photos or stories to recognize their efforts and spread awareness through their networks.Share Stories Through Video or Photography
Short videos and compelling photos featuring testimonials and success stories can inspire donations and strengthen emotional connections.Build Trust and Transparency
Use social media to post updates, celebrate successes, and share challenges. This transparency fosters trust and keeps your community engaged.Leverage Influencer Campaigns
Partner with influencers who share your values. Their trusted followers can raise thousands for your cause. Key tip: Retain and steward these new donors for long-term support.
Making Social Media Work for Your Strategy
Social media isn’t just a passive marketing tool; it’s a powerful way to connect with your community and mobilize supporters. The most effective nonprofits use creative storytelling and relatable strategies to keep their supporters engaged.
However, social media alone won’t drive results. Pair it with in-person relationship building and segmented email or direct mail campaigns to close the gap and maximize your impact.
How are you integrating social media into your donor stewardship strategy?
By Sumaiya Tufail Associate Consultant at Full Potential Fundraising