Social Media Strategies for Non-Profit Organizations: Platforms, Practices, and Impact

This article critically examines how non-profit organizations use social media platforms to engage stakeholders, mobilize resources, and communicate missions. It analyzes the unique affordances of Facebook, Twitter (X), Instagram, LinkedIn, YouTube, and TikTok, highlighting strategies for advocacy, fundraising, and community-building. Case studies such as the ALS Ice Bucket Challenge, UNICEF’s TikTok campaigns, and Khan Academy’s YouTube reach demonstrate the transformative potential of digital engagement. The analysis emphasizes content creation, audience participation, analytics, and risk management, concluding that impact depends on aligning social media with broader organizational strategies.