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Social media trends: what charities need to know!

In today's ever-evolving digital landscape, navigating social media trends can be particularly challenging for charities. At The Access Group, we specialise in helping charities harness the power of digital tools to maximise their impact. Shaf Mansour, product manager at The Access Group's not for profit division, provides key insights into how charities can effectively manage their social media presence amidst the constant changes. 

5 mins

by James Vjestica

Thought Leadership Expert

Posted 12/09/2024

Social media trends on charities

Understanding the social media landscape 

Since the early 2000s, social media platforms have rapidly transformed, becoming integral to how organisations connect with their audiences. Platforms like X (formerly Twitter) and TikTok have shown how quickly trends can change, leaving charities wondering how to keep up. Recent controversies, such as major companies pulling ads from X due to content concerns, highlight the need for careful platform selection. 

The dilemma for charities 

Charities often feel the pressure to be visible on every platform, but this is neither practical nor necessary. Effective social media engagement requires resources that many charities may not have. Instead of stretching teams thin, charities should focus on platforms where they can maintain a consistent and impactful presence, and those most likely to attract their target audience. 

Efficiency and consistency 

To manage social media efficiently, charities should repurpose content across multiple platforms. This involves creating clear guidelines and templates for posts, ensuring consistency in branding and messaging. A user guide for staff can help maintain high-quality content and streamline the posting process, saving valuable time. 

Starting with a strategy 

Developing a social media strategy can seem daunting, but it is essential for building and maintaining a following. Engaging with existing supporters through surveys and using insights from a charity CRM can provide valuable data to inform the strategy. This feedback helps charities understand where to focus their efforts and what content resonates most with their audience. 

Clear messaging and policies 

Establishing clear social media policies is crucial. The Charity Commission's updated guidance emphasises the importance of having agreed-upon rules to empower teams to post confidently and in alignment with the charity's values. This includes considering how personal posts by individuals associated with the charity might impact its reputation. 

Leveraging data 

Social media interactions and advertisement data offer deep insights into donor behaviour. By analysing this data, campaign managers can identify which platforms are most effective and allocate resources accordingly. If a platform isn't yielding the desired results, it may be time to reassess its use. 

Balancing innovation and consistency 

While sticking to what works is important, charities shouldn't shy away from experimenting with new trends. Platforms like TikTok can provide significant exposure, but results are not always guaranteed. Starting with one platform and expanding as the audience grows is a strategic way to build a social media presence. 

How we can help your charity achieve more 

The Access Group is dedicated to helping charities attract, manage, and engage donors and volunteers with our specialist Not for Profit solutions. Our cloud-based, feature-rich charity software includes: 

  • CRM: Manage supporter relationships efficiently.
  • Volunteer Management: Streamline volunteer recruitment and coordination.
  • Digital Advertising: Enhance your online presence.
  • Websites: Create engaging and user-friendly platforms.
  • Donation Processing Solutions: Simplify and secure donation handling. 

Discover how The Access Group can transform your charity's digital strategy and drive greater impact. Learn more about our Not for Profit solutions and take the next step towards achieving your mission today

By James Vjestica

Thought Leadership Expert

Meet James Vjestica, our ‘Digital Content Manager’ for the Not For Profit division. James has spent over 5 years working with software providers who supply specialist solutions that enhance the processes of organisations within niche sectors.

In addition to his technical experience, James has been affiliated with the Not For Profit sector at key stages of his career. This has included participating in a voluntary role at a local hospice prior to attending University, and upon graduating, accepting a role for a Social Enterprise in North Nottingham that supported members of the community to gain employment.

These roles highlighted the importance that organisations within the Not For Profit sector play, which has since inspired him to raise money for charity on several occasions.

At Access, James now draws on these experiences to consistently strategise content campaigns that will guide you through insightful journeys; clearly outlining pain points, how these obstacles can be tackled, and introducing viable solutions.