The Changing Role of Social Media in Charity Communications

I’ve always loved social media. My passion started with MySpace (that’s how old I am), then moved on to throwing digital sheep on Facebook, and finally, the simplicity and visual appeal of Instagram.

Social media has transformed the way charities connect with supporters, spread awareness, and drive donations. It’s quick, free, accessible, and can create a real sense of community.

But 2025 has brought some concerning shifts in the digital landscape. Platforms like X and Meta are becoming more divisive, making it increasingly challenging for charities to engage with their audiences effectively. Meta’s rewritten hateful conduct policies now mean that different types of content may be allowed across Facebook, Instagram, and Threads. Combined with reduced fact-checking and an influx of troll bots, spaces that were once designed for community, joy, creativity, and connection now feel far less safe and welcoming.

It’s important to take a step back and assess whether your charity is too reliant on social platforms.

The Challenges of Today’s Social Media

While social media offers plenty of benefits, it also comes with growing concerns and challenges:

• Declining Organic Reach – Platforms prioritise paid content, making it harder to reach your audience without spending money.

• Rising Costs – Paid advertising, boosting posts, and staff time all add up. The cost of staying visible continues to increase.

• Algorithm Dependence – Social media is no longer truly ‘social’; it’s a business. Algorithms promote content that platforms are paid to push, making it difficult for charities to get seen without financial investment.

• Brand Risks and Ethical Concerns – Controversial platform decisions (such as reducing fact-checking) can conflict with charity values, affecting credibility.

• Tech Company Political Agendas – Many social platforms have come under fire for prioritising content that aligns with their political interests, rather than providing neutral and open spaces for discussion. This can create an uneven playing field for charities trying to foster inclusive, unbiased conversations.

• Reduced Fact-Checking and Misinformation – The rollback of fact-checking policies on major platforms means misinformation spreads more easily, making it harder for charities to create safe, reliable spaces for their communities. The risk of harmful content being amplified, while authentic charity messaging struggles to gain traction, is a growing concern.

• Fatigue and Burnout – Constant content creation, managing interactions, and dealing with trolls can be exhausting for small teams.

Is Your Charity Overdependent on Social Media?

It’s tempting to prioritise social media because it’s instant, interactive, and (sometimes) free. But putting all your eggs in one digital basket is risky. If a key platform lost traction or became less effective, would your charity still be able to reach its audience?

A strong communication strategy should be multi-channel, ensuring you have control over your key messages and how they reach people.

Strengthening Your Charity’s Communications Beyond Social Media

Instead of relying too heavily on social media, consider diversifying your communications strategy with these tried-and-tested methods:

Strengthen Your Website

Your website is one of the few places online that you fully own. It's where you get to control the message, the user experience, and what action you want people to take. A solid website can answer your supporters' questions, give them trustworthy info, and help build that all-important trust. Plus, with the right SEO strategy, you can make sure more people find your content through search engines.

Build a Strong Email List

Email might not be as flashy as social media, but it’s still one of the best ways to connect directly with your supporters. Unlike social posts that vanish in the algorithm, emails land right in inboxes and are way more likely to be seen. A well-thought-out newsletter can keep your audience engaged and in the loop in a way social media can’t quite match.

Try New Platforms (and ditch the ones that no longer vibe with your values)

Don't be afraid to ditch platforms like X if they don’t align with your charity’s values anymore. Instead, try something fresh like Bluesky or Mastodon that might be a better fit.

Leverage Traditional Media

Even in the digital age, traditional media still packs a punch. TV, radio, and print publications reach large audiences—often more effectively than social media. A well-timed feature or press release can greatly enhance your charity’s visibility and credibility. Don’t hesitate to send a press release to your friendly local paper!

Feature on Podcasts

Podcasts take a lot of work, but guest appearances on others' podcasts can be a game changer. It’s a fantastic way to engage your audience, build community, and increase brand awareness.

The Future of Charity Communications

Social media still has its place, but it should be part of a broader, more resilient strategy. Investing in owned channels like your website, email marketing, and media outreach will help future-proof your charity's communications. As platforms evolve, a strong foundation ensures your message keeps reaching the right people, no matter how the digital landscape shifts.

Ah, take me back to the days of digital sheep, MSN, and the hardest decision of choosing the perfect angsty song for your profile and the order of your top 8 friends!

〵(^ o ^)〴