Social media continues to be a vital tool for charities and nonprofits looking to engage with supporters, raise awareness, and drive meaningful impact. As we kick off 2025, new trends are shaping the way organizations communicate, fundraise, and build community online. From short-form video dominance to personalized, donor-centric approaches, here are the key trends nonprofits should be keeping an eye on—and embracing—in the year ahead.

1. The Power of Short-Form Video
It’s no secret that platforms like TikTok, Instagram Reels, and YouTube Shorts have become go-to spaces for storytelling. Charities are increasingly using these formats to showcase the real, human stories behind their work. Short, emotionally impactful videos—such as a 30-second snippet of a volunteer in action or a quick thank-you message from a beneficiary—can capture attention quickly and drive home the importance of your cause. Nonprofits that can master short-form storytelling will find it easier to connect with younger audiences, expand their reach, and inspire immediate action.

2. Personalization and Donor-Centric Campaigns
Social media is shifting away from generic appeals to highly personalized engagement. Donors and supporters want to feel recognized and valued, not just as contributors, but as part of the mission. Nonprofits that create campaigns around individual impact—such as highlighting a single donor’s contribution or showing the direct result of a supporter’s recurring gift—can deepen relationships and foster loyalty. Tailored thank-you posts, shout-outs, and personalized updates are becoming the norm. Tools like Facebook’s personalized fundraiser milestones and Instagram’s ability to tag individual contributors allow charities to make their supporters feel seen and appreciated.

3. Authentic, Behind-the-Scenes Content
Transparency builds trust, and in 2025, supporters crave authentic glimpses into how nonprofits operate. Behind-the-scenes content—such as day-in-the-life clips of staff members, real-time updates from fieldwork, or candid conversations with beneficiaries—helps humanize the organization and makes supporters feel more connected. This type of content also shows that your nonprofit is active, transparent, and putting donations to work. Sharing these authentic moments across your social platforms helps build trust, credibility, and long-term supporter relationships.

4. Increased Focus on Accessibility and Inclusivity
As awareness around digital accessibility grows, charities and nonprofits are taking extra steps to ensure their social media content is inclusive. This includes adding captions to all videos, using alt text on images, and ensuring that graphics are colorblind-friendly. Beyond accessibility, inclusivity also means representing diverse voices and experiences in your campaigns. By prioritizing accessibility and inclusivity, nonprofits can reach a broader audience, demonstrate their commitment to equity, and ensure that everyone can participate in their mission.

5. Community-Building Through Private Groups and Messaging Apps
While public-facing platforms like Facebook and Instagram remain crucial, nonprofits are increasingly exploring private spaces—such as Facebook Groups, LinkedIn Communities, and WhatsApp or Telegram chats—to build deeper connections. These private channels allow charities to engage directly with their most passionate supporters, share exclusive updates, and foster meaningful conversations. A close-knit, active community can become a powerful force for advocacy, peer-to-peer fundraising, and grassroots organizing.

6. Leveraging Data-Driven Insights for Smarter Campaigns
Social media analytics tools have become more sophisticated, making it easier for nonprofits to track what’s working and what’s not. In 2025, charities are doubling down on data-driven strategies, using insights from platforms’ built-in analytics, as well as third-party tools, to fine-tune their messaging, choose the most effective channels, and identify their most engaged audiences. By leveraging this data, nonprofits can create more impactful campaigns, maximize their budgets, and ensure that every post serves a strategic purpose.

7. Collaborations with Influencers and Micro-Influencers
Partnering with influencers isn’t just for big brands anymore. Nonprofits are finding success working with both well-known advocates and micro-influencers—individuals with smaller, highly engaged followings who are passionate about a cause. These partnerships can help amplify your message, reach new audiences, and lend credibility to your campaigns. In 2025, expect to see more nonprofits forming creative collaborations with influencers who genuinely believe in their mission.

Embracing the Future of Social Good
Social media trends are evolving quickly, but one thing remains constant: the importance of authentic, meaningful engagement. By adapting to these trends—embracing short-form video, personalization, behind-the-scenes storytelling, and data-driven strategies—charities and nonprofits can strengthen their online presence, deepen relationships with supporters, and achieve greater impact. As we move forward in 2025, the organizations that stay on top of these trends will be best positioned to inspire action and create positive change in their communities.