Fundraising Tips for Social Media

So, you've dipped your toe — or maybe both feet! — in social media, and now it’s time to utilize these tools to amplify your fundraising efforts! Learn how to use social media to engage supporters, tell your organization's story and encourage donations with these practical fundraising tips.

Tailor Social Media Content to Your Audience

Your Facebook fans are different from your X followers or TikTok scrollers, who are different from your newsletter readers, who are different from your website users—and they all want different things from you. 

Tailor your message and format to each platform. Short-form videos, Reels and Stories can help you share quick updates and behind-the-scenes moments, while photos, carousels and longer posts can tell a more detailed story. Choose platforms based on where your supporters spend time and what your team can manage consistently.

For fundraising posts, make the purpose clear: explain what donations will support, why it matters now and what supporters can do to help. Include a clear call to action, such as donating, sharing the campaign or starting a fundraiser of their own.

Build Relationships With Your Followers

Facebook followers are users who choose to follow your daily activity. Build relationships with your followers by sharing impactful stories, useful updates, responding to questions and comments and inviting people to participate. Social media is a two-way conversation, not just a place to post donation requests.

Give supporters easy ways to help spread the word. Invite volunteers, adopters, board members and community partners to share your campaign or fundraise on your organization's behalf. Provide sample messages, photos and links they can personalize and share with their own networks.

Integrate Social Media With Your Fundraising Efforts

Social media should work in conjunction with your other communication channels, not replace them. Promote your fundraising campaign through social media, email newsletters, your website and other appropriate communications. Use consistent messaging across channels, and direct supporters to a clear, mobile-friendly donation page.

Make it easy for people to take the next step, whether that's donating, signing up for email updates or sharing the campaign with friends and family.

Track and Measure Fundraising (and Social) Results

Track both engagement and fundraising results to understand what's working. Likes, comments, shares and video views can help you see what resonates with your audience, but they don't tell the whole story.

When possible, track:

• Visits to your donation page from social media
• Donations and total funds raised through each campaign
• Which platforms and types of posts lead to the most action
• New email signups, fundraiser participants and shares
• Campaign performance compared with your goals

Use website analytics, tracked campaign links (UTM parameters) and available platform insights to understand which efforts drive results. Review performance after each campaign and use what you learn to improve the next one.

You don't need expensive tools to get started. Use the analytics available to your organization and focus on a few meaningful measures you can track consistently.

Show Supporters the Impact of Their Donations

Make sure the content you are sharing with your social audience tells an impactful and compelling story. Show supporters how their donations make a difference. Share animal stories, program updates, milestones and examples of the work their gifts help make possible. Use photos, short videos, testimonials and progress updates to make your impact tangible.

Be specific about what you're asking people to support, and use accurate, transparent language when describing how donations will be used. Get appropriate permission before sharing personal stories or images, and protect the privacy and dignity of the people and animals you feature. Add captions to videos and alternative text to images when the platform supports them. Keep your content positive versus sad and your audience will be coming back often to share in the success -- and be motivated to donate towards continuing your impact! 

Use Short-Form Content to Inspire Giving

Short-form content can help you capture attention and give supporters a reason to act. Try a short video featuring an animal, a behind-the-scenes look at your work, a donor or volunteer testimonial, or a progress update on your fundraising goal.

Keep each post focused on one message and one action. Link directly to your campaign or donation page when possible, and adapt the format and wording to the platform you're using.

For a time-limited campaign, share updates throughout the fundraising period. Celebrate milestones, explain how close you are to your goal, and remind supporters when the campaign is ending.

Explore Peer-to-Peer Fundraising to Expand Your Reach

Social platforms periodically change their fundraising features, eligibility rules and payment processes. Before relying on a platform's built-in fundraising tools, check its current requirements, fees, payout arrangements and what donor information your organization can access.

You can also invite supporters to create their own fundraisers on your organization's behalf. Peer-to-peer fundraising allows adopters, volunteers, board members and other supporters to share why your mission matters to them and ask their own networks to contribute.

Make it easy for supporters to participate by providing sample posts, approved images, suggested fundraising goals and a direct link to the campaign. Thank participants and recognize their efforts along the way.

Plan Your Campaign Before You Post

A simple plan can help your team use its time effectively and give supporters a clear reason to donate. Before launching a social media fundraiser:

• Set a specific fundraising goal and explain what the funds will support.
• Identify your audience and choose the platforms they use.
• Create a consistent message and a clear call to action.
• Prepare photos, videos, sample posts and donation links in advance.
• Decide who will publish content, respond to questions and monitor progress.
• Track donations and engagement throughout the campaign.
• Thank donors and supporters, and share the campaign's results afterward.

Manage Negative Comments and Difficult Conversations

Negative comments happen, especially when conversations involve animal welfare. Establish guidelines for responding so your team can address concerns consistently and professionally.

Respond to genuine questions with accurate information, correct misinformation when appropriate, and move sensitive conversations to a private channel when needed. Hide or remove comments that violate your organization's moderation policy, such as threats, harassment or spam. You don't need to engage with every hostile comment.

Related Resources

Explore more ASPCA Pro resources for animal shelters and rescues on social media, fundraising and community engagement. Connect with colleagues to share ideas, learn from other organizations' experiences and find approaches you can adapt for your own team. Join our Facebook groups: Dog Resources for Shelters and Rescues Group, Feline Resources for Shelters and Rescues Group, and Horse Adoption Resources for Shelters and Rescues.