6 Ways to Simplify Social Media for Nonprofits—Straight from the Pros

You’re building programs, answering emails, writing grants—and somehow, you’re expected to trend on Instagram, too? It’s no wonder social media often falls to the bottom of the list. And when you do make time for it, it feels like shouting into the void. Low engagement. Zero feedback. What’s the point?

If that’s how it feels, you’re not doing anything wrong and you’re definitely not alone. Social media for nonprofits isn’t easy, especially when the platforms weren’t built with organizations like yours in mind. But with the right strategy and a little less pressure, it can become a powerful way to share your story, rally your supporters, and build real connections.

In this collaborative post, we’ve gathered insights from two professionals who understand the realities of nonprofit life and the demands of digital communication. Meet our guests: Matthew Wedd, Executive Director of The Conococheague Institute (CI), and Amy Weibley, Owner of AW Designs, LLC, a marketing and social media strategist who supports nonprofits across the region.

Whether you’re just getting started or rethinking your approach, their advice will help make social media feel less like a chore and more like a tool that finally works for you.

Why Social Media for Nonprofits Matters

Even in a world saturated with digital content, social media remains one of the most cost-effective and immediate tools for visibility. For nonprofits with limited budgets and stretched-thin teams, it offers a chance to regularly reach and authentically engage your audience without the big price tags of traditional ads.

“Facebook has been the main source of CI’s consistent growth,” said Matthew, whose organization is a living history museum, library, and garden that brings 18th-century frontier life to the public through immersive programs, historical interpretation, and environmental education.

He continued: “We had 1,000 followers in 2020, and the account was used about once a month. Starting with COVID, we utilized daily posts ranging from day-to-day operations to historic blogs or videos… and our followers have grown to 6,000.” That growth came not from gimmicks or trends, but from a consistent, honest portrayal of their work.

Amy emphasized how social media is built on relationships and conversations. “Just like when you are talking to a donor, or providing a volunteer orientation, or meeting with a potential sponsor, social media is a way to convey the heart of your mission and share your story.”

A strong social media strategy widens your circle, builds trust, and fosters community—all of which can drive long-term support.

Here are six stress-free tips to make social media work for your organization.

#1: Meet People Where They Are

One of the most common challenges in social media is knowing where to focus your efforts. “One mistake is thinking that social media has to be an all or nothing approach,” Amy said. “Some organizations think if they're going to ‘do social media,’ they need to be on all the platforms from TikTok to X to Facebook to LinkedIn… Just thinking about that is overwhelming—even for me as a marketing professional!”

Instead, she recommends a more focused, audience-driven approach: “Pick the top 2 or 3 platforms that you think will make the greatest impact. Not what is trendy nationwide, but what is actually used locally by your target audience.”

For CI, that platform was Facebook—and it became the hub for their storytelling, outreach, and engagement. Instead of juggling multiple platforms, they committed to one—and saw a 500% increase in their audience as a result. Matthew said, “Both new visitors and longtime fans alike agree that Facebook is the most effective way to communicate with us.”

Ghost Writer often works with clients to identify these sweet spots: the intersection of where their audience spends time, what content they can sustainably produce, and what aligns best with their mission.

#2: Keep it Real

Once you’ve found your platforms, the question becomes: what should we post? For Matthew, one of CI’s most impactful posts came not from a strategic campaign, but from an unplanned moment of authenticity.

“On a whim, I decided to take a selfie at every task I did throughout the day… and posted about it, and how ‘it's a nonprofit life... but we wouldn't want it any other way.’ In the post, I included a new link for online giving and it got several hundred dollars in donations.”

That post resonated because it felt real. It showcased the range of roles nonprofit leaders play, from executive meetings to goat snuggling—and took their audience along for the ride.

Amy echoed the call to share authentic examples of your everyday work. “Sharing a flyer for an event is helpful for sharing details, but it doesn't portray your mission,” she said. “You need to make sure you are also sharing pictures and videos of the work you are doing… They help tell your story, which is more appealing to the community.”

Effective storytelling doesn’t require high production value. It just requires honesty, mission alignment, and a willingness to let people in. As Matthew put it, “Be honest with yourself and your audience. Don’t try to emulate other accounts that don’t fit your mission and style.”

#3: Plan with Purpose

Without a plan, social media can quickly become inconsistent and overwhelming. Mapping out a few post ideas each week can keep your communication focused. Make it a habit by blocking time on your calendar, the same way you would for a staff meeting or donor follow-up. The difference in online visibility (and stress level) is worth it. “Build 45 minutes or an hour into your weekly schedule dedicated just to social media,” Amy recommends. “Schedule about 3 posts per week. Stick with it until it becomes a habit.”

She encourages using scheduling tools like Meta Business Suite, which allows you to plan posts for both Facebook and Instagram in advance. This frees up your week for mission work, while ensuring your social media presence stays active and consistent.

#4: Be Strategic About What—and When—You Share

Random posts lead to random results. A little intention around what you share—and when you share it—can make a big difference in how your message lands.

Matthew believes in sharing a bit of their mission every day. “We try to ensure our posts reflect our mission equally—history, nature, education, stewardship—but we also see the trends that an '18th century action shot' photo will always outperform others.”

He’s also learned that timing and placement matter just as much as content. “If we know we have an important message to share that wouldn't get as much of a following, we try to sandwich it between the more ‘likeable’ posts.”

Amy agrees that structure and strategy make your content work harder for you. One of her go-to recommendations is using Facebook’s built-in tools to boost visibility. “The algorithms will share your event further than they are inclined to share a regular post of your event flyer,” she said.

Then encourage board members, volunteers, vendors, and community partners to share your event and invite others. Every interaction helps expand your reach.

#5: Shine a Light on Your Partners

Social media is also a powerful tool for connecting with others and thanking your supporters. But it takes more than a logo or check photo to truly connect with your audience and your donors.

Matthew shared how CI strengthened relationships with sponsors and showcased their mission at the same time.

“We do this best by always tying in a sponsor with a specific activity or program that visitors enjoy, as opposed to just a one-time company logo post. This ensures that the public continues to see that our programs have value and community support and gives the business sponsor consistent exposure and acknowledgement.”

By tying acknowledgments to real moments—a packed summer camp, a special restoration project, a live demonstration—you turn a thank-you into a story. That gives supporters something to be proud of, and your audience something to connect with. When you tag your funders in these posts, it will not only show your gratitude, they may choose to share it on their pages as well!

#6: Pics or It Didn’t Happen

Amy also advises nonprofits to prioritize photography. Social media platforms like Instagram and Facebook are visual platforms and the algorithim will more likely share posts with photos or video.

“You need to have a dedicated staff person or volunteer to take photos at your events or activities. If it's a large enough event, look into hiring a photographer,” she said. “It will help, not only with social media engagement, but promoting your event/organization in the future by being able to use those photos time and again.”

Don’t have the funds for a fancy camera or photographer? Just use your cell phones and have your staff submit them through a Google drive or Dropbox folder on a weekly basis.

Our friends, South Mountain Partnership, recently posted about an event where they brought together community partners. They shared this photo of a DCNR representative speaking and tagged their page in the post.

Don’t Wait for Perfect—Start Now

If you're feeling behind, don't let that keep you from starting. Amy’s advice is simple: “Late is better than never.” Even a few consistent posts each week can go a long way in keeping your mission visible and your community engaged.

“You know the important work you are doing, but the community doesn't necessarily know,” Amy emphasized. “They need to see it.”

Matthew agrees. And his final advice is a reminder to stay true to who you are. “CI has become synonymous for its relaxed social media presence... daily ‘lite’ updates, selfies, and program recaps. But if your organization is more serious, or does more behind the scenes work, take the time to generate a few good posts that reflect your mission and journey.”

Ghost Writer Can Help

Social media may feel overwhelming, but it doesn’t have to be. Ghost Writer helps nonprofits craft realistic, sustainable strategies that reflect their voice and fit their bandwidth. From planning editorial calendars to creating donor-focused campaigns, we’re here to make sure your organization doesn’t just get noticed—but gets remembered.

If you're ready to make the most of social media for nonprofits and share your story more effectively, we’d love to help. Reach out at doingwhatmatters@ghostwriterquill.com or visit ghostwriterquill.com to learn more.

Authenticity, consistency, and mission alignment are what matter most. Whether your tone is playful or polished, your content will connect when it’s rooted in your purpose.

Thank you again, to our contributors, Amy and Matthew! We are so grateful for their insight and how they contribute to nonprofits in our region. Make sure to follow them on social media for more post inspiration (and the occasional picture of cute goats!)