By Sarah Suarez, Founder and Social Media Strategist for The Social Puzzle – a boutique social media marketing agency which solely focuses on nonprofits so they can concentrate on what really matters, their mission.

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Every nonprofit strives to make the world a better place, and a strong community is essential to achieving that goal. The larger and more engaged a community, the greater the opportunity is to make a lasting impact. This is why every nonprofit should be focused on expanding their online presence.

Digital communities allow nonprofits to reach more people, amplify their message, and increase their overall impact. But what exactly is a digital community, and how can one be effectively built?

A digital community consists of active supporters such as staff, volunteers, partners, donors, and advocates connected through various social media platforms. Advocates may not always be able to give in-person time or money, but they help spread awareness and strengthen the cause through their online engagements.

Building this type of community takes time, but with the right strategy and long-term commitment, it can transform an organization’s outreach and impact.

Here’s how to get started.

Step One: Focus on Engagement

For nonprofits looking to build and maintain a strong digital community of support, engagement is essential. Both inbound and outbound engagement play a critical role in fostering relationships and expanding an organization’s online presence.

Inbound Engagement is the foundation of authentic relationships. It involves responding consistently to all incoming communication, including comments, direct messages, mentions, and shares. By acknowledging these interactions, nonprofits show appreciation for their followers’ participation and reinforce a sense of community.

Outbound Engagement is the next step for nonprofits aiming to grow their online community. It requires initiating conversations with existing followers and engaging with other relevant accounts. Here’s how to do it strategically:

• Engage with 10 followers per session. Liking and commenting on followers’ posts and stories builds stronger connections and signals that they are valued members of the community.
• Support similar organizations. Liking, commenting on, or sharing content from nonprofits with similar causes or within the same locale fosters a supportive network and broadens the organization’s reach.
• Reach out for collaboration. After establishing a connection with another organization, nonprofits can send a direct message offering support and exploring collaboration opportunities that benefit both parties.
• Welcome new followers. Nonprofits can create a welcome message template and personalize it for each new follower, creating a positive first impression. See below for an example of how to utilize saved replies in Instagram:

• Engage with mission-related hashtags. Searching for and commenting on posts related to key hashtags helps nonprofits connect with individuals who are already interested in their cause.

It’s important to view social media as a conversation, not just a one-way communication tool. “Posting and ghosting”—sharing content without follow up engagement—should be avoided.

At a minimum, nonprofits should engage inbound and outbound every time a post is shared. Ideally, dedicating 15 minutes each weekday to engagement can make a significant difference in building a supportive online community. For more detailed guidance, refer to this engagement cheat sheet.

Step Two: Create Inviting Content

Digital supporters want to feel connected to a nonprofit’s mission and team. They seek to be part of the organization’s daily work and want content that makes them feel included and engaged.

To effectively invite supporters into the organization’s activities, consider these strategies:

• Share behind-the-scenes content. Post photos and videos of team members, events, program activities, and volunteers to give followers an inside look at the organization’s efforts.
• Prioritize authenticity over perfection. Cell phone photos and videos often perform better than professional-quality images because they feel more relatable. Audiences want to see the real, unpolished side of the organization.
• Incorporate user-generated content (UGC). Encourage followers to share their own photos from events or programs using a branded hashtag. Reshare this content to show appreciation for their participation and to highlight the faces within the nonprofit’s community.
• Post mission-related inspirational content. Share quotes, stories, or images that inspire and resonate with your audience, keeping them emotionally connected to the cause.
• Collaborate with similar organizations or community leaders. Invite them to participate in a collaboration post on Instagram or tag them in a Facebook or LinkedIn post so they can share it. This approach strengthens relationships and helps introduce the nonprofit to new, relevant audiences, expanding its reach and impact.
• Host live events. Use Facebook, Instagram, or LinkedIn Live to engage community members in real-time. Whether it’s a Q&A session, a webinar, or an interview with team members, live events are a powerful way to interact with an audience. Plus, followers often receive notifications when a live event starts, increasing visibility.

Inviting content fosters a sense of belonging and motivates followers to join the movement. For a more organized approach, use a nonprofit content calendar to plan posts with these tips in mind.

Download this free Social Media Content Calendar has four example content pillars and a month of content ideas to take the guesswork out of social media planning and save valuable time for your nonprofit.

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Step Three: Use Social Media to Steward Supporters

Social media provides nonprofits with an incredible opportunity for daily communication and engagement with their audience. It’s one of the most effective ways to stay connected with supporters, offering a platform to thank donors, highlight impact, and nurture relationships.

When used correctly, nonprofit social media content can thank donors and volunteers, demonstrate impact, and build on existing connections. Here are some key ways to do this:

• Share client stories. When possible, share videos or photos of individuals who have benefitted from the nonprofit’s work. If privacy is a concern, share anonymous quotes to protect the identity of clients while still showcasing the organization’s impact.
• Report event outcomes. After fundraising or community events, communicate results clearly. Share the number of attendees, the amount of funds raised, or the number of people helped, and explain how these results will contribute to the nonprofit’s mission.
• Highlight key data. Use snippets from annual or quarterly reports to keep supporters informed. Because people consume information differently, alternate between sharing data in the form of infographics and photos to maintain engagement.

• Update on ongoing campaigns. Regularly share progress updates on fundraising campaigns, including any measurable impact achieved through these efforts.
• Offer personal thank-you’s. Posts or stories from the Executive Director, Board Chair, or a dedicated volunteer expressing gratitude and explaining the impact they’ve personally seen can strengthen connections and deepen supporters’ emotional investment.

By using social media to keep supporters informed and engaged, nonprofits can strengthen relationships and keep their community inspired.

Step Four: Empower and Activate Advocates

Advocates are often an underutilized part of many nonprofit digital communities. While these individuals may not have the capacity to donate or volunteer, their digital engagement can significantly boost the organization’s reach and impact. These followers may be past clients served, other nonprofits, or community members who appreciate the organization’s work.

To empower advocates, nonprofits should consistently provide enough content about their mission and work so that advocates feel informed and confident in sharing it. When advocates understand the cause and its impact, they are better equipped to spread the message.

Nonprofits should use specific calls to action to encourage advocates to engage and share content. By directly asking advocates to help raise awareness and spread the word, organizations can harness their enthusiasm for greater visibility. See the example below:

It’s also important to communicate the value of an advocate’s role. Organizations should highlight how amplifying their work through shares and posts can make a meaningful difference, and they should express gratitude when advocates take action.

By activating advocates, nonprofits can significantly expand their reach and connect with potential new supporters, donors, or strategic partners who might not otherwise discover the cause.

Step Five: Understand the Target Audience and Adjust Accordingly

For nonprofits to succeed on social media, they must understand their audience and know where to find them. This ensures the organization can reach its community on the platforms their audience uses most frequently.

Different demographics tend to favor different platforms, so nonprofits should consider factors like age and interests when deciding where to focus their efforts. With limited staff time and resources, it’s crucial to be both strategic and efficient. Most small to mid-sized nonprofits should concentrate on just 2-3 social media platforms that are most effective for reaching their target audience.

Once the target audience and key platforms are identified, nonprofits can optimize content for each one. Here are some tips for tailoring content to specific platforms:

• Facebook: Avoid using hashtags. Instead, focus on providing valuable links—preferably trackable ones, such as Bitly links, to measure engagement.
• Instagram: Use relevant keywords to boost reach, include 3-5 well-chosen hashtags, and always direct followers to the link in bio for more information or to take action.
• LinkedIn: Maintain a professional tone and limit direct asks. This platform is ideal for demonstrating thought leadership and building credibility around the nonprofit’s cause.
• TikTok: Focus on short, engaging video content. The tone should be more casual than on other platforms, with text used sparingly to complement visuals.

By understanding their target audience and meeting supporters on their preferred platforms, nonprofits can foster stronger connections and build a more engaged online community.

A thoughtful, supporter-centered approach to social media can cultivate a thriving digital community. This community, in turn, amplifies the organization’s mission, helps raise awareness, and increases overall impact—leading to lasting change and a more engaged base of supporters.

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Download this free Social Media Content Calendar has four example content pillars and a month of content ideas to take the guesswork out of social media planning and save valuable time for your nonprofit.