One thing remains clear in the changing world of digital platforms: for nonprofits, showing up with intention is essential. But with limited bandwidth, evolving algorithms, and donor attention spread across more content than ever, how do you decide where to invest your time, content, and ad dollars? We have gathered the latest benchmark data to provide an overview of the current state of social media for nonprofits, including performance statistics, strategic insights, and actionable tips to guide your digital growth this year.
With 3.05 billion monthly active users and the highest return on investment (ROI) for nonprofit ad spending, Facebook remains a cornerstone for fundraising campaigns and donor engagement, even as organic reach declines. Nonprofits should use the platform intentionally, balancing consistent organic posting with paid advertising and community interaction to drive meaningful results.
Facebook Statistics
3.05 billion monthly active users
96% of nonprofits use Facebook Pages
For every 1,000 email addresses, nonprofits have an average of 1,041 Facebook fans
97% of all Facebook fundraising revenue comes from Facebook Fundraisers
Sources - [Nonprofit Tech for Good Report, [M+R Benchmarks Report]
Facebook Strategy
Acknowledge low organic reach (approximately 1.4%) by mixing organic content with targeted paid ads for maximum exposure and engagement.
Utilize Facebook Fundraisers and donation tools, but pair them with personalized thank-you messages to maximize results.
Promote events and impact stories via boosted posts for low-cost reach.
Create a sense of community by sharing behind-the-scenes moments, staff spotlights, milestones, and real-time updates.
Implement UTM tracking codes on shared links to monitor traffic, conversions, and ROI from Facebook content and ads.
Instagram remains the most visually engaging social media platform and a top channel for nonprofit influencer collaboration. It’s highly effective for increasing brand awareness and engaging younger donors, especially when organizations prioritize behind-the-scenes content and authentic storytelling. Instagram’s visual nature makes it ideal for showcasing impact, sharing real-time updates, and building emotional connections.
Instagram Statistics
2 billion monthly users, 500M daily
73% of nonprofits use Instagram
94% of nonprofit influencer campaigns happen on Instagram
47% of social media ads spent by nonprofits go to Instagram
For every 1,000 email addresses, nonprofits have an average of 251 Instagram followers.
Sources - [Nonprofit Tech for Good Report, [M+R Benchmarks Report]
Instagram Strategy
Prioritize visual consistency and a cohesive brand aesthetic, and use a recognizable color palette, tone, and style in your posts.
Focus on video-first content, Stories, and Reels, which drive the most reach and engagement on the platform.
Share authentic, mission-driven stories through visual formats, highlighting audience journeys, team members, beneficiaries, or day-in-the-life content.
Leverage Reels to share quick tips, behind-the-scenes footage, or impact metrics in dynamic ways.
Collaborate with micro-influencers or mission-aligned creators to tap into niche audiences and add credibility.
Post consistently and use relevant hashtags to join trending conversations and improve discoverability.
LinkedIn is a powerful platform for reaching mid to high-value donors, cultivating community advocates, recruiting board members, and establishing organizational credibility. With the highest average engagement rate (1.91%) among all platforms for nonprofits, even minimal yet consistent posting (1–2 times per week) can drive measurable impact.
LinkedIn Statistics
1 billion users; 48% active monthly
There are 2.2 million nonprofits on LinkedIn and 22 million nonprofit professionals
1.91% average engagement rate, the highest of any platform for nonprofits
For every 1,000 email addresses, nonprofits have an average of 58 LinkedIn followers
44% of U.S. users earn over $75K/year
42% of U.S. donors research nonprofits via LinkedIn
Sources - [LinkedIn], [M+R Benchmarks Report]
LinkedIn Strategy
Watch for: Infrequent posting = missed opportunities. Even 1–2 quality posts/week can drive results.
Sharing thought leadership from your executive director, board members, or program leads positions your team as experts.
Highlight your community impact, including success stories, grant announcements, awards, and policy wins.
Use posts to acknowledge corporate partnerships, showcase collaborations, or announce job openings.
Encourage your staff, board, and volunteers to engage with and reshare your posts to expand reach and credibility.
Use native documents and slide posts (annual reports and strategic plans) to boost visibility in the news feed.
TikTok
TikTok is fast becoming a powerful platform for grassroots storytelling, awareness campaigns, and reaching Gen Z donors. Though adoption is still growing among nonprofits, those investing in short-form video are seeing spikes in engagement, particularly when content is authentic, educational, or emotionally resonant.
TikTok Statistics
Over 1.5 billion monthly active users
Nonprofits using TikTok for storytelling have seen up to 18% engagement rates
Donation stickers and LIVE gifting features support direct fundraising
TikTok Strategy
Prioritize quick, raw, mission-driven videos over polished productions
Highlight impact in action: frontline work, personal testimonials, behind-the-scenes
Collaborate with creators passionate about your cause
Repurpose Instagram Reels for cross-platform efficiency
What This Means for Your Nonprofit in 2025
You don’t need to be everywhere; you need to be strategic about where and how you show up. Ask the questions: Do we have the capacity to maintain consistent, quality posting here? When in doubt, focus on 1-2 core channels and build from there. The power of showing up authentically and impactfully applies online just as much as in community work. Whether entering a new market, reevaluating your digital presence, or launching your next campaign, let this data guide you with clarity and confidence.
Want help auditing your current strategy or identifying where to grow next? Reach out, we would love to support you on your digital journey.
