Social media has revolutionized the way nonprofits and causes raise money. With millions of users spending hours online daily, these platforms offer unique opportunities to engage, inspire, and convert supporters into donors. However, using social media effectively for fundraising isn’t just about posting donation links—it’s about connection, storytelling, and strategic planning.
Here’s a breakdown of what works and what doesn’t when it comes to fundraising on social media.
What Works
Telling Compelling Stories
Storytelling is one of the most potent tools schools can use online. Instead of focusing only on the goal (like “we need $5,000 for new sports equipment”), shift the spotlight to the people who benefit. Tell a short story about a student who discovered their passion through the school’s music program, or a teacher who used new technology to make learning more engaging. These kinds of stories help families, local businesses, and alumni emotionally connect with your mission.
Using Video—Especially Short-Form
Photos and videos are key. A quick video of students using last year’s fundraiser items, or a thank-you message from a teacher or principal, makes the impact real. These don’t need to be professionally produced; a smartphone video filmed with heart can do wonders. Even a time-lapse of your fun run setup or a quick tour of the library renovation can boost engagement.
Platform-Specific Campaigns
It also helps to match your message to the platform. For example, Facebook works well for reaching parents and grandparents, it’s a great platform for posting updates, sharing events, and utilizing its built-in donation tools. Instagram is better suited for visual updates and quick stories, great for showcasing school spirit or sharing behind-the-scenes moments. TikTok may not be suitable for every school. Still, if you have a creative student council or media club, short videos can go viral and reach a broader audience, including younger students.
Clear Calls-to-Action
People need direction. A compelling story is great, but without a clear call to action, supporters won’t know what to do next. If you want people to donate, tell them exactly how: “Click the link to donate $10 for our library upgrade,” or “Help us reach our $1,000 goal by Friday!” Don’t overwhelm people with too many choices or vague requests. Make it as easy and straightforward as possible for them to act.
Engaging with Your Audience
Equally important is community engagement. Social media isn’t a one-way street. When you reply to comments, thank supporters publicly, and repost content from parents or local businesses, you build connection and loyalty. For example, resharing a photo from a parent who attended the school fair or spotlighting a donor who sponsored jerseys shows appreciation and creates a sense of shared purpose.
What Doesn’t Work
Only Asking for Money
One of the fastest ways to lose momentum is to treat your social media like a billboard. If every post is just an ask, “Donate now!” “Buy raffle tickets!” “Give more!” People will start to tune out. Social media should reflect the vibrant life of your school. Mix in posts that celebrate students, spotlight their achievements, and showcase their progress. Build a narrative, not just a campaign.
Posting Without a Strategy
Posting without a plan is another common issue. It’s tempting to put something up quickly when you’re in the middle of a busy school week, but rushed or sporadic posts often lack consistency. Schools that achieve strong fundraising results tend to plan accordingly. They know when to post reminders, when to share updates, and how to space out their content to keep it fresh and engaging. A simple calendar, even one made in Google Sheets, can help your team stay on track.
Ignoring Analytics
It’s also a mistake to ignore the data. Most platforms provide insights into what’s working. Are your video posts getting more clicks than your photos? Are donation appeals shared more on weekends? Understanding these patterns helps you improve over time. You don’t need to be a data expert; pay attention to what gets likes, shares, comments, and clicks.
Relying Only on Organic Reach
Another trap is assuming people will see your posts without putting any budget behind them. Even with a big parent community, Facebook and Instagram algorithms only show your posts to a fraction of your followers. Boosting a post with even a small amount, $20 or $50, can help it reach a wider audience, especially during key moments like the launch of a fundraiser or the final push before a deadline. You can target your message by location, ensuring it reaches families and local supporters directly.
Being Too Corporate or Formal
Lastly, avoid sounding too formal. School communities want connection, not corporate-speak. Speak as you would in a school newsletter or a parent-teacher meeting. Be friendly, upbeat, and personal. Use emojis. Sign posts from your PTA or principal. Include authentic voices from your school, whether it’s students saying “thank you” or teachers sharing why a program matters. That authenticity builds trust and encourages action.
Final Thoughts
Social media is an incredibly powerful tool for fundraising, but it requires more than just posting donation links. The key is to focus on connection, consistency, and storytelling. When done right, social platforms can help you build a community of loyal supporters who don’t just give once—they become advocates for your mission.