How Nonprofits Can Leverage Instagram and TikTok for Awareness and Fundraising

Social media has become more than just a place to post updates. For nonprofits, platforms like Instagram and TikTok offer a powerful way to raise awareness, connect with younger audiences, and even drive donations—all through compelling visual storytelling.

You don’t need a production crew or a viral challenge to make an impact. What you do need is a clear strategy, consistency, and an authentic voice. Whether you’re supporting survivors of domestic violence or advocating for a broader social cause, short-form content can help you build trust and expand your reach faster than traditional methods.

This post walks you through how to use Instagram and TikTok effectively to grow your nonprofit’s visibility and turn followers into supporters.

• Why Instagram and TikTok Matter for Nonprofits
• Instagram Strategies for Nonprofit Growth
• TikTok Strategies for Nonprofit Awareness
• Tips for Creating Effective Visual and Video Content
• Examples of Nonprofits Doing it Right

Why Instagram and TikTok Matter for Nonprofits

Instagram and TikTok are where storytelling meets action. They offer nonprofits a way to:

• Reach new and younger audiences
• Show real-time impact
• Humanize your cause through personal stories
• Drive donations and participation with in-app tools

According to Nonprofit Tech for Good, 48 percent of nonprofits say Instagram is their most engaging social media platform. TikTok is growing fast too, especially with Gen Z and millennial donors who value authenticity and transparency.

Instagram Strategies for Nonprofit Growth

Use Instagram Stories and Highlights

Stories let you share behind-the-scenes content, real-time updates, and impact in a more personal way. Save important stories to Highlights like:

• Success Stories
• How to Help
• Event Recaps
• Survivor Voices

Create Reels That Inspire or Educate

Reels are Instagram’s short-form video feature. Use them to:

• Share survivor quotes (with consent)
• Bust myths around your cause
• Show transformation and impact
• Promote a fundraising challenge

Check out Instagram’s Reels Tips for Creators for best practices.

Add Donation Buttons to Your Profile

If your nonprofit is approved for Instagram Charitable Giving Tools, you can add a Donate button directly to your profile and fundraisers to your Stories.

Partner with Influencers and Supporters

Ask volunteers, board members, or local advocates to share your mission with their own followers using branded hashtags or campaign toolkits.

Influencer partnerships do not have to be celebrity-level. Micro-influencers with engaged audiences can have a big impact.

TikTok Strategies for Nonprofit Awareness

Focus on One Clear Message Per Video

Each TikTok video should tell one simple, powerful story. For example:

• What ten dollars can do for a survivor
• Why we exist in thirty seconds
• What I wish people knew about [your cause]

Participate in Trends with Purpose

Use relevant trends, sounds, and challenges to boost visibility—but always tie them back to your mission.

Example: Join a trending audio clip to show “A day in the life at our shelter” or create a challenge asking people to share why they support your cause.

Visit TikTok for Good to see how other nonprofits are using the platform.

Use Captions and Hashtags Effectively

TikTok users often watch videos without sound. Use text overlays and captions to make sure your message gets through. Include hashtags like:

• #nonprofit
• #fundraiser
• #[yourcause]
• #makeadifference
• #nonprofittok

Tips for Creating Effective Visual and Video Content

You don’t need a big budget to make great content. What you need is clarity, emotion, and consistency.

• Keep videos under 60 seconds unless you’re telling a deeper story
• Use natural light for authenticity
• Start strong—the first three seconds matter most
• Include a call to action like “Learn more,” “Donate,” or “Follow for stories of impact”
• Use real people—your staff, volunteers, or beneficiaries—whenever possible

Also, make sure your Instagram and TikTok bios include a link to your website or donation page using tools like Linktree or Beacons.

Examples of Nonprofits Doing it Right

• Charity: Water on Instagram – Clean design, strong video storytelling, and consistent messaging
• The Trevor Project on TikTok – Combines education with advocacy and real voices
• Black Girls Code on Instagram – Engaging visuals that celebrate impact and community
• Feeding America on TikTok – Leverages trends and statistics to raise awareness

Final Thoughts

Instagram and TikTok are more than just social platforms. They are storytelling engines. And for nonprofits, they offer a way to bring your mission to life, reach new audiences, and grow your support base in meaningful ways.

By sharing real stories, showing behind-the-scenes moments, and creating easy pathways to give, you can build a presence that not only spreads awareness but inspires action.

Need help creating a social strategy or short-form content for your nonprofit? RJ’s Digital Solutions specializes in digital marketing for mission-driven organizations. Reach out today and let’s get your cause seen, heard, and supported.