Social Media Marketing for Nonprofits: Time-Saving Tips and Tools

Info in this blog post comes from some incredibly helpful articles by Jenny Romanchuk at HubSpot, Rachael Goulet and David Jungers at Sprout Social, and Tamara Biljman at Sendible—all offering insights on social media tools and strategy for nonprofits. ChatGPT also helped me organize my thoughts, structure the post, and weave everything together in a way that flows.

Image Courtesy of Wix

In a world that’s constantly scrolling, a nonprofit’s ability to show up on social media isn’t just a nice-to-have—it’s essential. But when your organization is juggling big goals with limited resources, it can feel like the weight of the world is on your shoulders.

Between keeping up with content, managing engagement, and navigating ever-changing platforms, it’s easy to feel overwhelmed, wondering, “Where do we even start?” You might have spent hours crafting the perfect post, only for it to get lost in the shuffle, or seen your engagement dip because you just can’t keep up.

But here’s the good news: You don’t need a full marketing department to make a meaningful impact online. What you do need is a thoughtful, simplified approach that centers your mission and the people you serve—because that’s what truly matters.

This post will walk you through why social media matters for nonprofits, share nonprofit-friendly tools that can save you time, and show you how to use AI and empathy to create content that truly connects.

Why Social Media Marketing for Nonprofits Matters

Social media offers something traditional marketing often doesn’t: a two-way conversation. For nonprofits, it’s more than a platform for announcements—it’s a place to build relationships, share stories, and invite people into your mission.

As Sprout Social’s Rachael Goulet explains, engagement—not just follower count—is what really matters. “Looking at engagement rate helps us make sure we have a loyal audience that’s returning to our page… Quality engagement leads to stronger relationships, loyalty, and often delivers better results” (Goulet, 2024). It’s not about shouting the loudest—it’s about making people feel seen and heard.

Empathy is the key here. Your audience is already on their phones. Meeting them there—with real stories, open conversations, and clear calls to action—makes your cause more accessible and human.

Tamara Biljman (2024) outlines how nonprofits can use social media to:

• Increase visibility through stories and milestones

• Engage with supporters via comments and live sessions

• Drive fundraising efforts using native platform tools

• Educate through infographics and videos

• Foster partnerships with aligned organizations

  
  

Storytelling is at the core of this work. Social media is your modern-day microphone, allowing you to amplify voices and missions that matter.

Learn more about storytelling and brand voice in this blog post: https://www.thesmmu.com/post/how-social-media-storytelling-builds-a-stronger-brand-voice

Top Social Media Tools for Nonprofits That Save Time

You don’t need to do it all manually. Today’s social media management tools are more accessible than ever, and many are designed with nonprofits in mind.

Sprout Social is a popular platform for nonprofits because it helps teams collaborate and schedule content with ease. David Jungers (2023) notes that tools like Sprout Social allow nonprofits to “address workforce shortages… by automating manual tasks, allowing your staff to prioritize their most important work and make time for innovation.”

Sendible is another great option, praised by Biljman for features like content planning, analytics, and post scheduling—all in one dashboard. Other honorable mentions include Hootsuite and Buffer, which offer free or discounted plans for nonprofits.

When choosing a tool, consider:

• Cost and nonprofit discounts

• User-friendliness for team members with different tech comfort levels

• Time-saving features like automation, content queues, and templates

• Collaboration tools for teams juggling multiple hats

• Integration with the platforms your audience actually uses

  
  

Choosing the right tools frees up more time to focus on what matters most: connection and impact.

For a more in-depth tool breakdown, check out my other post: https://www.thesmmu.com/post/best-creation-tools-for-short-form-content

Simple Social Media Strategies for Small Nonprofit Teams

Let’s be honest—many nonprofit social media accounts are managed by someone who’s also doing five other jobs. That’s okay. You don’t need to post daily or go viral to be successful.

Begin with a simple strategy:

• Post 2–3 times a week with purpose.

• Repurpose content: One success story can become a reel, a post, a newsletter blurb, and a blog quote.

• Use scheduling tools to batch your content creation and plan a week or month at a time.

  
  

Small doesn’t mean ineffective. In fact, smaller teams often have the advantage of being more personal and authentic online. Encourage your team by acknowledging the real time crunch, and remind them that consistency matters more than perfection.

A well-organized content calendar (even a simple one in Google Sheets) can be a game changer. Think of it as a compass rather than a strict to-do list.

How Nonprofits Can Use AI in Social Media Marketing

Artificial intelligence can sound intimidating, but when used thoughtfully, it’s a powerful tool to simplify your workload—not complicate it.

Here are a few beginner-friendly ways nonprofits can use AI:

• Write social media captions with tools like ChatGPT or Jasper

• Generate hashtag suggestions and content ideas

• Use chatbots for basic FAQs on Facebook or Instagram

• Summarize reports or articles into short posts

  
  

Jungers (2023) emphasizes the importance of tools that help you tie your digital work to metrics like donor engagement and retention. AI can help with that too—automating reports and suggesting content that’s most likely to perform well.

But here’s the golden rule: Always infuse your human voice. AI can give you a head start, but empathy is what gives your content soul. Whether it’s a chatbot or a caption generator, use AI as an assistant, not a substitute.

Empathy-Driven Social Media Marketing for Nonprofits

People don’t connect with organizations—they connect with people. And your nonprofit has plenty of stories worth telling.

Center your content on:

• Real people (clients, staff, donors, volunteers)

• Emotions (hope, resilience, gratitude)

• Actions (clear, kind invitations to get involved)

  
  

Empathy-driven storytelling means:

• Avoiding jargon or complex language

• Speaking directly to your audience’s values

• Highlighting shared goals and positive change

• Using visuals that reflect your community’s diversity

  
  

“Mission-driven organizations need tools that align with their messaging,” writes Biljman (2024). But beyond the tools, it’s the tone that matters. Every post is a chance to say: We see you. You’re part of this.

Strengthening Your Nonprofit’s Web Presence Beyond Social Media

While social media is powerful, your website is still home base. It’s where people go to donate, learn more, or sign up for your newsletter. A poor website experience can stop a potential supporter in their tracks.

Jenny Romanchuk (n.d.) outlines some of the top nonprofit-friendly web hosting solutions—Namecheap, DreamHost, and Bluehost among them.

She stresses the importance of:

• Affordability

• Security

• SEO optimization

• Donation integrations

• Mobile-friendliness

  
  

Social media can drive people to your site, but your site has to seal the deal. Keep it updated, welcoming, and mission-centered. Make sure donation links work, pages load quickly, and stories are easy to find and share.

Final Thoughts: A Simple Social Media Marketing Plan for Nonprofits

Social media marketing can feel like a lot, especially for small, nonprofit teams. But it doesn’t have to be perfect to be powerful.

Start with empathy. Understand your audience’s values and pain points, and speak to them with care. Use tools that lighten your load, embrace AI as a helper, and prioritize connection over complexity. And don’t forget about your website—it's the home that supports everything you build online.

Here’s your action plan:

1. Choose one social media tool to explore

2. Schedule one post this week

3. Tell one story that reflects your mission

   
   

You don’t have to do everything. Just start where you are—and keep showing up with heart.

Disclaimer: No AI was injured in the production of this content. AI (ChatGPT) was used as a tool to supplement, enhance, and make suggestions in writing this blog post.

References

Biljman, T. (2024). Everything you need to know about social media management for nonprofits. Sendible. https://www.sendible.com/insights/social-media-management-for-nonprofits

Goulet, R. (2024, May 30). 2 nonprofit social marketers share how they build & measure their social media strategies. Sprout Social. https://sproutsocial.com/insights/social-media-strategy-for-nonprofits/

Jungers, D. (2023, June 15). Mission critical: How to find the right social media management tools for nonprofits. Sprout Social. https://sproutsocial.com/insights/nonprofit-social-media-tools/

Romanchuk, J. (n.d.). The 7 best web hosting solutions nonprofits love. HubSpot. https://blog.hubspot.com/website/web-hosting-for-nonprofits

OpenAI. (2025). ChatGPT (April 2025 version) [Large language model]. https://chat.openai.com/