By: Maria Williams 

Running a nonprofit in the age of social media often involves navigating uncertain terrain. Whether it’s striving to engage a large audience meaningfully or choosing the right content for each platform, the challenges faced by charities and aid organizations on social media are numerous and varied. And there’s always the haunting specter of posting something that could be misinterpreted. In today’s supercharged communications landscape, many public relations missteps could be avoided if nonprofit social media managers simply took the time to review their posts with a trusted second pair of eyes before hitting ‘publish.’

But just as social media offers many pitfalls for nonprofits, so too does it offer many potential advantages and rewards. It can provide a powerful means for raising awareness, mobilizing support, and rallying a diverse community around a given cause. With the right strategy, nonprofits can use social media to amplify their message, reach a global audience, and drive real change. The lesson, driven home unmistakably for nonprofit entities over the past two decades, is this: social media giveth and social media taketh away. It all depends on how it is used.

This delicate situation is well known to Los Angeles businessman Michael Amin, founder of the nonprofit Maximum Difference Foundation (MDF). He created MDF in 2001 and watched as its development mirrored that of the information era. “When I started the foundation, the internet existed, of course, but there was not yet anything we might recognize as social media,” he muses. “But by 2004 there was YouTube, by 2006 there was MySpace, and by 2007 social media truly exploded with the debut of Facebook. At that point, all of us who operated in the nonprofit space could see the writing on the wall. We knew we had to adopt social media or risk fading away into irrelevance. But we learned best practices as we went along.” 

So what are these best practices? And on the other hand, what sort of behavior on social media ought to be avoided by nonprofits? Michael Amin, drawing on his wealth of experience, offers some valuable insights and guidance on how nonprofits can navigate these potentially fraught waters.

Harnessing Social Media for Good

According to Amin, the key to using social media effectively lies in understanding its potential to connect people. “Social media is more than just a tool for broadcasting information,” he says. “It’s a way to build a community around your cause. By creating engaging content that resonates with people’s values and emotions, nonprofits can inspire their audience to action and foster long-term support.”

One way to do this is by telling compelling stories that highlight the impact of a nonprofit’s work. “People are moved by stories,” Amin explains. “When you show how your organization is making a real difference in people’s lives, you not only raise awareness, you also build trust and loyalty among your supporters.” This approach can be particularly poignant when combined with visuals—photos, videos, and infographics—that capture the essence of the nonprofit’s mission and past achievements.

Another strategy Amin recommends is to use social media to bolster fundraising campaigns. Platforms like Facebook, Instagram, and X (formerly Twitter) allow nonprofits to reach potential donors quickly and efficiently. “Crowdfunding through social media has become a game-changer,” Amin comments. “It enables nonprofits to tap into their supporters’ networks, creating a veritable network of networks, and expanding their reach far beyond their immediate community.” 

However, he cautions against over-reliance on social media for fundraising. “While social media is a powerful tool, it should complement, not replace, traditional fundraising methods. A balanced approach that integrates both online and offline efforts is crucial for long-term sustainability.”

The Risks of Missteps

While the benefits of social media are clear, Michael Amin warns that the risks are just as significant. “Social media can serve to amplify your voice, but it can also serve to amplify your mistakes,” he says. A single ill-considered post can quickly spiral out of control, leading to a whole host of unintended negative publicity, and sometimes even irreparable damage to the nonprofit’s reputation.

Amin emphasizes the importance of being mindful about the content shared on social media. “It’s easy to get caught up in the moment and post something that seems harmless but could be misinterpreted or offend someone,” he explains. “That’s why it’s essential for nonprofit organizations to have a clear social media policy in place and to always review posts before they go live.”

He also advises nonprofits to stay informed about the ever-changing social media landscape. “What worked a year ago might not work today,” Amin points out. “Social media platforms evolve very quickly, and so do the expectations of your audience. Keeping up with these changes is vital to maintaining an effective online presence.”

All things considered, Michael Amin believes that the potential benefits of social media far outweigh the risks—as long as nonprofits plan with care and adhere to established codes of behavior. “Social media is a powerful tool that can help nonprofits achieve their goals, but it must be used thoughtfully,” he advises. “With the right approach, nonprofits can turn social media into a strong force for good, amplifying their message and using it to make a lasting difference in the world. And after all, isn’t that every nonprofit organization’s ultimate goal?”

Published by: Martin De Juan