Nonprofit social media strategy can feel like a game of chess, but an especially fluid one where the shape of the board changes after (and sometimes during!) every turn. There is truth to the unpredictability of social media marketing; however, even as algorithms are reprogrammed and trends refresh every day, some strategies remain reliable.  

As you build your GivingTuesday game plan, consider some of our favorite nonprofit social media strategy ideas for GivingTuesday and beyond! (If you don’t already have a structured fundraising plan, now's the time to set one up that gets you from today to GiveTuesday... and then through the end of the year. Better yet, use the free outline we’ve pulled together to guide you every step of the way.)

Ideas for GivingTuesday

Social media amplifies key messages. An effective social media strategy incorporates plenty of interaction with your audience, because social media is meant to be, well, social! Here are some ways to supercharge your social media. 

Keep messaging consistent 

Your social media strategy doesn’t need to reinvent the wheel each time. Repurpose your campaign emails as shorter, visual posts. Use our drag-and-drop, editable Canva templates to create eye-catching social media posts. 

Here are some ideas and themes for pre-GivingTuesday social media posts:

• Impact stories: Share how donor support has made a difference in the past. These are powerful “Because of you…” moments: “Because of you, Fido has a safe forever home.” They help donors feel an emotional connection to your work. Learn about the psychology behind GivingTuesday. 
• Donor spotlights: With permission, shout out recurring donors, board members and in-kind partners. It makes them feel great and inspires others to imagine how good it would feel to be publicly lauded.
• Behind-the-scenes peek at staff or volunteers: Some of the most meaningful and memorable social media content humanizes your mission by featuring the people who make it happen!
• Seasonal gratitude posts and holiday thank-yous

Start posting early

In the weeks leading up to GivingTuesday, focus on storytelling, gratitude and awareness – not the ask. Talk about the “why” and the “why now,” not the “how much.” The goal is to warm up your present and future supporters. The more they understand your work and the needs it faces today, the more ready they’ll be to show generosity when you ask. 

Livestreams can bring life to your campaign

We have witnessed firsthand the fundraising power of a partnership between a nonprofit and like-minded social media influencers. We saw influencers open new doors to people who already share a nonprofit’s values and goals, and then motivate these prospects to donate. 

In one particularly productive partnership, Point of Pride, a nonprofit that helps transgender youth and adults access life-saving healthcare and wellness services, collaborated with two transgender influencers: Mercury Stardust, aka The Trans Handy Ma’am, who typically offers her 17 years of experience as a maintenance technician to her 3.5 million TikTok and Instagram followers; and Jory, aka AlluringSkull, a Black trans woman, content creator, advocate and artist with 2.7 million followers. Together, they used our free Give Lively-powered Campaign Page and Text-to-Donate products during livestream marathons that saw over $2.2 million in donations in 2023 (more than double the original campaign goal) and over $2 million in 2024. Read the Point of Pride case study.

Microinfluencers also make an impact

Don’t have a relationship with an influencer with millions of followers? Look for locals or niche-market “microinfluencers” with common values. Maybe a local food critic would shout out your soup kitchen, or a “petfluencer” would reflect about their day volunteering at your animal rescue nonprofit. Set up these targeted content pushes as part of your GivingTuesday game plan. 

The art of the “Call to action”

If you want your audience to do something, don’t make them guess. Be specific and tell them exactly what they can do. This is known as a call to action, or CTA. 

“Give today!”

When you ask for donations on social media, make it easy. Include your Give Lively Text-to-Donate code on Instagram stories or bios, where  live links aren’t possible. Instead, your text code makes it easy for donors to get to your donation page on their portable devices. Make the most of Text-to-Donate with our ultimate guide.

“Share your support!”

Influencers and microinfluencers aren’t the only people who can move the needle; every donor is an influencer in their own network! Include a CTA in your social media posts for your supporters to pass along once they have donated. It helps spread the word about your GivingTuesday campaign. This has the added benefit of tapping into the psychological concept of “social proof.” It is social media, after all!

As part of your nonprofit social media strategy, include a CTA in all captions and ask your board members, highly engaged donors and volunteers to share it on their personal social media accounts. You can then repost donors’ posts to your nonprofits’ Instagram Story or Facebook Live. This has the added benefit of regularly boosting your nonprofit to the top of social media feeds. 

“Tag us!” or “Repost us!”

Monetary and time donations are not the only ways people can be generous. Always include other avenues with low barriers to entry. 

For example, without leaving their phones, people can tag your nonprofit or repost your content. This spreads the word about your nonprofit and gets in front of community members you may not have reached yet. Every tag and repost counts! 

Final thoughts on social media for GivingTuesday

A robust nonprofit social media strategy should be part of every GivingTuesday game plan. It should focus on your messaging; getting a boost from influencers, microinfluencers and community members; and leveraging strategic calls to action. This is essential for amplifying your goals, connecting with donors and fostering a thriving online community, all key steps toward achieving your GivingTuesday goals. Don't forget, although social media is a dynamic tool, there are timeless strategies that help build meaningful connections and drive support for your mission.

Reminder: If you don’t already have a structured fundraising plan, now's the time to set one up that gets you from today to GiveTuesday... and then through the end of the year. Better yet, use the free outline we’ve pulled together to guide you every step of the way.