For charities, social media is a vital way to share their mission, amplify their voice, and connect with supporters. It provides a cost-effective way to engage directly with communities, promote fundraising campaigns, and tell powerful stories. But while social media plays a crucial role in outreach, it shouldn’t be the only way you communicate.

Relying solely on social media to build your charity’s brand is like constructing a house on shifting sands… you don’t own the land, and the foundation could change at any moment. To ensure long-term sustainability, charities need a balanced marketing mix, using social media alongside a strong website, consistent branding, and a combination of digital and traditional marketing techniques.

Why it’s Essential for Charities

There’s no denying the power of social media when it comes to raising awareness and mobilising support. It offers charities a free platform to:
  • Engage with their community: Platforms like Facebook are great for fostering discussion, while Instagram and TikTok allow for compelling visual storytelling.
  • Visibility & Reach: With billions of users worldwide, social media gives you access to a vast audience at no cost.
  • Enhance searchability: YouTube, the world’s second-largest search engine (owned by Google), ensures that video content remains a key player in online visibility.
Every charity should have a presence on social media, but it shouldn’t be your only communication tool. While social media is excellent for engaging people, it’s not something you have full control over.

You Don’t Own Social Media – And That’s a Problem

Yes, your charity might have its own profiles, but you don’t own the platform itself. The rules, algorithms, and even the existence of your profile are dictated by tech giants who can change their policies, or even remove your page, without warning.

A perfect example is X (formerly Twitter). The platform has undergone drastic changes, from introducing content paywalls to a decline in user engagement. Charities that relied heavily on X for communication had to scramble for alternatives, proving just how risky it is to depend on a single platform.

Platforms change, audiences shift, and what works today may not work tomorrow. That’s why your charity should use it as part of a wider strategy, rather than the sole method of engagement.

Your Website: The Digital Space You Own

A website is yours. You control the content, the design, and how people interact with your brand. A well-built website can act as your online hub, where people can always find you. You control over branding, messaging, and content and it allows you to own your audience, unlike social media, where algorithms dictate visibility. Depending on the sort of website, some will also let you manage your own e-commerce, subscription content, or booking systems without third-party restrictions.
A website isn’t a replacement for social media… it works alongside it. Use social media to drive traffic to your website, where you can convert visitors into donors, volunteers, or long-term supporters.

The Bigger Picture: A Balanced Marketing Mix

For a charity to have a strong, lasting presence, it needs a multi-channel approach. To build a sustainable and recognisable organisation, consider:
  • A well-designed website – Your central hub for information, donations, and engagement.
  • Email marketing – A direct way to communicate with supporters, free from social media algorithms.
  • Traditional marketing – Flyers, print media, and direct mail still hold value for reaching different audiences.
  • Consistent branding – Ensuring your message is clear and recognisable across all platforms.
  • SEO and content marketing – Blog posts, case studies, and storytelling to reinforce your charity’s credibility.
By combining these elements, you create a stronger, more sustainable brand that isn’t dependent on just one channel.

Social Media is Important, But It’s Just One Tool

It’s an incredibly powerful tool for charities, but it should be used as part of a diverse marketing strategy, not as the sole focus. Building your brand across multiple platforms, including your own website, ensures that no single algorithm, policy change, or platform closure can disrupt your charity’s ability to reach people.
So yes, use social media to raise awareness, engage your audience, and share your mission. But remember, it’s just a part of it. The bigger picture is what truly matters!
Need help developing a marketing mix that works for your charity? Get in touch! We’d love to help you build a strategy that lasts.