Social media for small charities

This guide is for the person at a small charity who has been handed "the socials" on top of everything else. You might be a volunteer with an hour a week and a phone. That is enough. After reading, you will know how to choose the right one or two channels, what to post, how to fit it into one hour a week, and how to tell whether it is working.

You don't need to be everywhere

Each social media platform is a separate garden that needs weeding. A small team that tries to keep five accounts alive usually ends up with five half-dead ones. An account that last posted a year ago can make people wonder if you are still open.

Pick one main channel and, at most, one second channel. You can always add more later.

How to choose your channels

Ask three questions:

1. Where are the people we want to reach already spending time? Ask a few of your volunteers, donors, and the people you serve which apps they actually open. Their answers matter more than any national trend.
2. What can we make easily? If you take lots of photos, a photo-friendly platform suits you. If you mostly share news and events, a platform built around groups and events may fit better. If you can write well but rarely take photos, choose one where text works.
3. Who will look after it? A channel needs one named person. If nobody can own it, don't open it.

Also claim your charity's name on the main platforms, even the ones you won't use yet, so nobody else takes it. Keep the login details in your password manager, not in one person's head (see our cybersecurity basics guide).

What to post

Good charity posts do one of four things. A healthy mix covers all of them over a month:

• Show the work. A photo and two sentences from a program day. (Always with consent from the people shown.)
• Tell a story. A short, true story about a change your work made, told with dignity.
• Invite action. Volunteer shifts, an event, a donation drive, a survey. Give one clear next step and a link.
• Say thank you. Name and thank volunteers, donors, and partners who are happy to be named.

A rough guide: for every post that asks for something, share two or three that give something (a story, a useful tip, a thank-you).

Write for a thumb on a small screen

• Put the most important words first. Many people only read the first line.
• One idea per post.
• Use plain words and short sentences. Some of your readers speak English as a second language.
• Add alt text (a short written description of an image) so people using screen readers know what the picture shows. The W3C, which writes web standards, has a free guide.
• Turn on captions for videos, and check they are accurate. Captions help people who are Deaf or hard of hearing, and the many people who watch with the sound off.

Rules every charity must keep

Other good habits:

• Don't post photos of people, especially children, without written consent.
• Never post private details about the people you serve, even in a "heartwarming" story.
• Don't argue with critics in the comments. Answer once, politely and factually, then move the conversation to a private message or phone call.
• Write down who has admin access, and remove people when they leave.

The one-hour week

Set a recurring hour in your calendar. Here is one way to use it:

Most platforms let you schedule posts in advance for free, so you can do the work in one sitting. During the week, the person on duty only needs to reply to messages.

Keep a simple list of post ideas on your phone. When something good happens at a program, write it down. You will never run out of things to say.

Measuring what matters

Platforms show you dozens of numbers. Most are "vanity metrics": nice to look at but not tied to your mission. Followers and likes feel good, but they don't pay rent or fill volunteer shifts.

Track a few numbers that connect to real outcomes, once a month:

• Actions: How many people clicked your donate, volunteer or sign-up link? (Use a separate link or a short form question, "How did you hear about us?")
• Conversations: How many real messages or questions came in?
• New people: Did any new volunteers or donors mention social media?
• Best post: Which post did best, and why do you think so?

Write these in one simple spreadsheet. After three months, look for a pattern. Do more of what works. Quietly stop what doesn't.

When to rethink

Every six months, ask:

• Is this channel bringing in volunteers, donors, or people who need us?
• Do we still have someone who enjoys running it?
• Is there a channel our community has moved to?

It is fine to close an account that isn't working. Post a short goodbye that points people to your website or newsletter, so nobody thinks you have shut down.

Your social media checklist

• Choose one main channel and, at most, one second channel
• Name one person responsible for each
• Store logins in a password manager and turn on two-step login
• Write a short list of post ideas for the month
• Put a weekly one-hour slot in the calendar
• Add alt text to images and captions to videos
• Brief everyone with access on the no-candidates rule
• Set up a monthly check of three or four meaningful numbers

Social media works best for small charities when it feels like a friendly neighbor, not a billboard. Show up regularly, be useful, and say thank you often.

If you want feedback on your posts or help choosing a channel, ask a member charity for help through the Exchange.

General information, not legal, tax or financial advice. Rules change and every situation is different, so check the official sources and talk to a qualified professional before you act.