Social Media for Nonprofits: Strategy, Fundraising and Management for Small Teams

Most guides to social media for nonprofits are written for an organization that does not exist: one with a content team, a video budget and a free afternoon. The real reader is a comms lead who also writes the newsletter, the grant report and the volunteer schedule, with a couple of volunteers who are keen but not always available, and a board that asks once a quarter whether "the social media" is working.

This guide is for that person. It covers the strategy (which platforms are worth your limited hours and what to post on them), the money (Giving Tuesday, year-end and the platform giving tools that still work after Meta's changes), the ethics (consent and dignity when you share someone's story) and the part most guides skip: nonprofit social media management week to week, with volunteers drafting, someone approving and a calendar that survives the month everything else is on fire.

One date to hold in your head while you read: GivingTuesday 2026 falls on Tuesday, December 1, the Tuesday after US Thanksgiving. If you are reading this in October, your campaign content should be getting written now, not in the last week of November.

Part of our industry series. See also social media for churches and social media for healthcare, which share a lot of the same consent and moderation problems.

What social media does for a nonprofit, and what it doesn't#

Start with honest expectations, because they decide where your hours go.

Social media is rarely where the donation happens. It is where a stranger first meets your work, where a lapsed donor is reminded you exist, where a supporter finds the volunteer shift they can actually make, and where your most committed people do your fundraising for you by sharing to their own friends.

The gift itself usually lands on your website, through an email you sent, or through a peer fundraiser someone set up. If you judge your Instagram account by the donations its posts collected directly, it will always look like it is failing.

What it does well:

• Trust before the gift. A donor who hears about you from a friend will check your profiles. A feed that went quiet in March tells them more than your annual report does.
• Volunteer recruitment. A specific ask ("six people, Saturday 9am, packing food boxes, no experience needed") fills shifts faster than a page on your website nobody visits.
• Peer-to-peer reach. Supporters running a birthday fundraiser or a challenge put your cause in front of people your own posts will never reach.
• Advocacy. When you need people to sign, call or show up, social is the fastest way to move a warm audience.

The audience sizes are smaller than the hype suggests, which is reassuring rather than depressing. The M+R Benchmarks study, the most useful annual dataset on nonprofit digital programs, found that participating nonprofits averaged around 53,000 Facebook followers and 18,000 on Instagram in 2025, with TikTok audiences growing fastest (up 37%) from a much smaller base of around 3,000.

X (Twitter) was the only platform where follower counts fell. Those are averages across organizations big enough to join a benchmark study. Your numbers being a fraction of that is normal.

What matters is whether the right people see you at the right moment, which is a planning problem more than an audience problem.

If you have never written a strategy down, our guide on how to create a social media strategy walks through the one-page version. For a nonprofit, that page needs to answer three questions: who you need to reach (donors, volunteers, policymakers, the people you serve), what you need them to do, and which two platforms they actually use.

Choosing platforms for your nonprofit social media strategy#

Two platforms done well beat six done badly. Every additional account is another inbox to monitor, another set of comments to moderate and another place your feed can visibly go quiet.

Pick the two where your audience already is, then add a third only when the first two run without you thinking about them.

Here is how each platform tends to earn its place for a nonprofit:

Facebook is still the default for community organizations, food banks, animal rescues, faith-linked charities and anyone whose supporters skew over 40. Events and Groups do work no other platform does. Scheduling your Page posts ahead means the event reminders go out on time without you having to remember them.

Instagram is where your work becomes visible. A carousel of a volunteer morning, a 20-second Reel of a dog leaving the shelter, a Story asking for one specific item the pantry is short of.

If you only have energy for one visual platform, make it this one, and plan the posts a week ahead rather than from your phone at 10pm.

LinkedIn is the most underused platform in the sector. Your corporate match partner, your next board member and the program officer reading your grant application all spend time there. A short post about what a grant actually paid for, tagged to the funder's company page where they allow it, does more for the relationship than another thank-you email. PostEverywhere's LinkedIn scheduling handles company page posts.

YouTube rewards the longer stories: a seven-minute film about one family, a program explainer you can embed in grant applications for years. Shorts give you a way to repurpose the same footage vertically. You can queue both formats in advance.

TikTok is the fastest-growing platform in the M+R data, and a real opportunity if you have a person with personality who will show up on camera. It is a poor fit if the plan is to post your Instagram graphics there.

Once you have the person, scheduling their videos keeps a cadence going through their busy weeks.

Threads, Bluesky and X (Twitter) matter most for advocacy organizations. M+R found 37% of its participants on Bluesky and 32% on Threads in 2025, which tells you where policy and media conversations went.

If you are setting those up, posting to Bluesky and Threads from the same calendar as everything else keeps them from becoming a separate chore. If you don't campaign on issues, you can skip all three without guilt.

Once you have picked, check when your particular audience is online. Our research on posting times gives sensible starting points by platform; your own analytics will tell you more after a couple of months.

The free nonprofit programs to claim first#

Before you spend a dollar on tools or ads, claim what the platforms give registered nonprofits for free. Availability depends on your country, so check each one against your registration.

Google for Nonprofits and Ad Grants#

Google for Nonprofits is the front door to several programs, and verification through it unlocks the rest. The headline is Google Ad Grants: up to $10,000 a month of in-kind search advertising, as text ads on Google Search.

That is not social media, but it sends people searching for your cause ("volunteer at a food bank near me", "donate to wildlife rescue") to your site, which is where your social traffic lands too.

The grant comes with rules, and they are what catch accounts out. Google's Ad Grants compliance guide requires a 5% account-level click-through rate each month, and missing it for two consecutive months can get the account temporarily deactivated. Accounts also need valid conversion tracking.

In practice that means running a handful of tightly themed campaigns (volunteer, donate, a program people search for) rather than one sprawling account, and checking it monthly.

Note that hospitals, schools and government bodies are excluded from Google for Nonprofits, even when they are charities. If you run a school, our guide to social media for schools covers photo consent, student workers and the school year.

The YouTube Nonprofit Program#

Once you are verified with Google for Nonprofits, you can join the YouTube Nonprofit Program. The most practical perk is link anywhere cards, which let you link from a video to any external page, such as your donation or volunteer form, rather than only to other YouTube content.

US organizations get more. With YouTube Giving, eligible channels can add a Donate button for your nonprofit, and YouTube says 100% of contributions go to the nonprofit with YouTube paying the transaction fees.

To be eligible you must be a US-registered 501(c)(3) public charity, a member of Google for Nonprofits and opted into online fundraising through GuideStar. Outside the US, treat YouTube as a storytelling channel and use cards to send viewers to your own site.

Meta's charitable giving tools: what changed#

If your plan still assumes Facebook and Instagram fundraising works the way it did in 2022, update it. Three changes matter.

First, geography. Meta's own Help Center says only nonprofits based in Australia, Canada, the United Kingdom or the United States may be eligible for fundraising. Meta withdrew its fundraising products from the European Economic Area on July 1, 2024, including Fundraisers, Donate buttons and donate ads, as UK Fundraising reported when it was announced.

If you are an Irish, German or French charity, send people to your own donation page instead.

Second, processing. Since October 31, 2023, Meta processes US donations through PayPal Giving Fund rather than paying out directly, and it no longer covers processing fees, according to TechSoup's summary of the changes. Donors can choose to add the fee on top.

Payouts arrive in 15 to 45 days for organizations enrolled with PayPal Giving Fund.

Third, recurring giving. Meta ended new recurring donations in September 2023. If monthly givers are the heart of your fundraising (they usually should be), recruit them to your own donation form, not a platform button.

What still works in eligible countries is the most valuable piece: supporters creating birthday fundraisers and joining fundraising challenges for you on Facebook. That is peer-to-peer fundraising with almost no friction, and it is worth enrolling for even if you never run a challenge yourself.

Canva for Nonprofits#

Canva Nonprofits gives eligible registered charities its premium design features free, for teams of up to 50 people. That covers brand kits, templates and background removal, which is most of what a small team needs to make graphics without a designer. Apply early; verification can take a while.

Spend the saved money on hours, not tools. Once the free programs are claimed, the real constraint is the comms lead's week. The PostEverywhere social media scheduler puts all top platforms on one calendar so a week of posts takes one sitting.

Plans start at $9 a month with a 7-day free trial.

Fundraising on social media: Giving Tuesday and the year-end calendar#

The fundraising year has fixed dates, and most of the money arrives at the end of it. Blackbaud Institute's 2025 Trends in Giving found that 36.1% of annual revenue arrived in the final quarter, with December alone accounting for around 18% of all giving.

Your social calendar should be built backwards from that, not spread evenly across the year.

Giving Tuesday#

GivingTuesday has become the starting gun for year-end giving. GivingTuesday's own 2025 results put US giving on the day (December 2, 2025) at $4.0 billion, up 13% on 2024, with 38.1 million people taking part and 11.1 million volunteering.

The volunteering number is the one most organizations overlook: the day is not only about money.

The organizations that do well on the day treat it as a six-week campaign with a single, specific goal. Here is a realistic plan for December 1, 2026:

Write all of it in one sitting in early November, schedule it, and keep your live attention for the day itself: replying to comments, resharing supporters' posts, updating the total.

Our 2026 social media calendar dates list the awareness days around it so you don't collide with something louder.

The year-end appeal#

The last two weeks of December are the second peak, driven by people who give before the tax year closes (in the US) and people who simply give at Christmas.

Keep it simple: one clear appeal with one story, a reminder every few days, and a final push on December 30 and 31, when a lot of people give at the last minute.

Pair every social post with an email to your list: social reminds people, and the email puts the donation link in front of them when they are ready.

Peer-to-peer: let supporters ask for you#

Your supporters' friends trust them more than they trust your logo, which is why the biggest social fundraising stories are peer-to-peer. The ALS Association's Ice Bucket Challenge brought together 17 million people and raised $115 million in the summer of 2014.

Most organizations will never see a viral moment like that, and planning for one is a mistake. The repeatable version is quieter. charity: water built a fundraising program on people donating their birthdays, asking friends to give instead of buying presents.

An archived page of its site put the total at the time at nearly $9 million from about 17,000 birthdays.

You can borrow the mechanic at any size. Make it easy: a ready-made graphic, two sentences of copy supporters can paste, a short link to your fundraiser page, and a personal thank-you from a real person when they hit their target.

A local restaurant hosting a dine-out night for you is the same idea; our restaurant social media guide shows how they frame those posts from their side.

Telling beneficiary stories with consent and dignity#

The stories that move people most are about the people you serve. They are also the stories where a careless post does real harm: a domestic abuse survivor identified by her kitchen tiles, a child whose photo follows them into high school, a refugee family whose location is visible in the background of a Reel.

The Dóchas Guide to Ethical Communications, written for international development NGOs but useful to anyone, sets the bar: content should be obtained "with the full understanding, participation and permission of those featured", and people should be portrayed as capable agents of change in their own lives, not as objects of pity. Translate that into a checklist you actually use:

• Consent is specific and informed. Explain where the story will appear (every platform, possibly for years, possibly screenshotted and shared), and get it in writing. "Can we take a photo?" is not consent to a fundraising Reel.
• Consent can be withdrawn. Tell people they can ask you to take a post down, and honor it fast. Keep a simple log of who agreed to what, so a volunteer covering for you knows, and write the rule into your charity's social media policy.
• Children need a parent or guardian's consent, and often a good reason not to show their face at all. Hands, backs and group shots tell the story without the risk.
• Check the background. Street signs, school uniforms, house numbers, a refuge's front door. Turn off location tagging for anything sensitive.
• Show them the post first where you can. People notice things you won't.
• Lead with what they did, not what happened to them. "Amira finished her final shift as a trainee chef" respects her more than a list of her hardships, and it converts better too.

Composite or anonymized stories are fine when you say so. Inventing a beneficiary is not.

Recruiting volunteers on social media#

Volunteer posts fail for one reason: they are vague. "We're always looking for volunteers!" asks the reader to do the work of figuring out whether they fit. Good volunteer posts read like a calendar invitation:

• The role: "Two drivers for Saturday's food deliveries"
• The time: "9am to noon, once a month"
• The bar: "Clean licence, your own car, no experience needed"
• The proof: a photo of last Saturday's crew, with their permission
• The link: straight to the sign-up form, not your homepage

Post the specific ask on Facebook (Events and local Groups do the heavy lifting here, and scheduled reminders keep the event in people's feeds), put a Story on Instagram with a link sticker, and use LinkedIn for skilled and board roles: the accountant who could join your finance committee is far more likely to see a LinkedIn post than your website. Then feature volunteers once they have joined.

A two-minute interview with a long-serving volunteer about why they come back is better recruitment than any graphic, and it makes the volunteer feel seen, which is the best retention tool you have.

If your organization has a verified Google Business Profile, add an Event post there too: Google Business Profile posts show on your Search and Maps listing, where locals looking you up will see the date.

GivingTuesday's own data shows volunteering on the day grew 20% in 2025. If you have volunteer roles, include them in your GivingTuesday plan alongside the donation ask.

What to post between campaigns#

If every post asks for something, people stop reading. A rough rule that works for most organizations: for every direct ask, post several things that give your audience something, whether that is a story, a result, a laugh or a look behind the curtain.

The exact ratio matters less than never letting your feed become a donation form.

The content that keeps working:

• One person's change. A beneficiary (with consent), a volunteer, a staff member. Specific names, specific outcomes.
• Where the money went. "Your $25 bought 40 school lunches last week," with a photo of the lunches.
• Behind the scenes. The 6am van loading, the vet check, the volunteer training. Unpolished is fine; it reads as real.
• Results, made concrete. Turn a line from your annual report into a carousel: what you set out to do, what happened, what is next.
• Explainers about your issue. Myths about homelessness, how to spot heatstroke in dogs, what a tenant can do about mould. This is the content people share and save.
• Thank-yous by name. Funders, corporate partners, volunteers, donors who have agreed to be named.

When you are stuck, our content calendar templates give you a month-shaped grid to fill.

Volunteers can draft, you stay in control. With PostEverywhere's approval workflow, team members draft and click "Submit for approval", and an owner or admin approves or requests changes before anything goes live. Available on Starter and above, with a 7-day free trial.

Nonprofit social media management with a team of one#

This is where most nonprofit social media actually breaks. Not strategy: most comms leads know what they should be posting. It breaks on the hour it takes to publish the same event notice to five places, the week a post sits waiting for the executive director to look at it, and the summer the intern leaves with the Facebook login. Here is a setup that survives all three.

A weekly rhythm you can keep in your worst month#

Plan the rhythm around your busiest month, not your quietest. If it only works when there is no grant deadline, it doesn't work.

• Monday, 60 to 90 minutes: batch the week. Collect stories from program leads (a shared folder or a standing Slack channel works), write the week's posts, schedule them. Three to five posts a week across your two main platforms is plenty for most small teams.
• Daily, 15 minutes: reply and reshare. Comments, messages, supporters' tags. This is the part that can't be scheduled and shouldn't be.
• Friday, 15 minutes: look back. Which post sent people to the donation or sign-up page? Note it. Next Monday, make more like it.
• Monthly, one afternoon: the campaign block. Write the next big push (an appeal, an event, an awareness day) in one go, weeks ahead.

Most social media management problems in a small team are really calendar problems; our list of common social media management problems covers the rest.

Volunteers and board members as contributors, not account holders#

Shared passwords are the default in small nonprofits and the source of most social media scares: a former volunteer who can still post, a two-factor code on someone's old phone, a board member who "just fixed a typo" on a live appeal.

The better setup is that every contributor has their own login with a role, and nothing they write goes live until someone with authority approves it. Your Charity Commission obligations push the same way if you are in England and Wales: its guidance on charities and social media expects your policy to set out who manages the accounts, who can post and who writes or approves content, and to manage access to the accounts securely.

In PostEverywhere, that looks like workspaces with roles for each person: Owner, Admin and Member. Turn on "Require approval" and Members' posts wait in Approvals until an owner or admin approves them or requests changes with a note the author sees.

When a volunteer leaves, you remove them from the workspace; the social accounts stay connected and nobody has a password to rotate.

Batching campaign content#

Campaigns are where batching pays off most. Write the whole Giving Tuesday sequence in one sitting, from the save-the-date to the thank-you, and put it on the content calendar so you can see the shape of the six weeks at a glance and spot the gaps.

Recurring posts, such as a weekly volunteer shift call, can go in from a CSV file in one upload instead of being retyped every week.

If you would rather not hand-pick times at all, PostEverywhere's queue lets you set weekly openings once (the "Steady weekdays" preset gives you five a week) and drop posts into the next free slot.

The presets are general starting points rather than times measured from your audience, so adjust them once you know when your supporters engage.

Chapters and programs as separate brands#

Multi-chapter organizations and charities with distinct programs (a youth service and an adult service with different audiences, say) hit a specific mess: everyone's accounts in one list, posts going out from the wrong page, and no clean way to report on one chapter.

Separate workspaces solve it. Each chapter or program gets its own connected accounts, calendar and team, and a chapter volunteer only sees their own. PostEverywhere's Scale plan includes five workspaces, and extra workspaces are $2 a month each on any paid plan.

Our page on running many accounts from one login covers how they sit together.

Repurposing one impact story across platforms#

One good story should feed a week. Say a volunteer at your food bank tells you about a regular who came in for a food parcel two years ago and now drives the Saturday deliveries. With his permission, that becomes:

• Instagram: a carousel. Photo of him with the van, his quote, what the delivery round covers, the volunteer sign-up link in a Story.
• Facebook: the fuller story in his words, plus the next volunteer orientation date as an Event.
• LinkedIn: a short post for the corporate partner whose grant funds the van, thanking them and tagging them.
• TikTok, Reels and Shorts: 30 seconds of him loading the van and saying one sentence about why he does it.
• Your newsletter: the full story, with the donation link.

Writing that once and adjusting it per platform is what PostEverywhere's cross-posting is for: one draft, then "Customise per platform" for the caption length and tone each network wants. Our guide to repurposing content for social media goes deeper on the method.

What nonprofit social media tools cost, and when you don't need one#

You may not need a paid tool at all. If you only run a Facebook Page and an Instagram account, Meta Business Suite schedules both for free, and LinkedIn lets you schedule Page posts natively. Start there if money is tight.

A scheduler earns its cost when you run three or more platforms, when volunteers need access without passwords, or when you need approvals before posts go live. PostEverywhere's plans for small teams are:

• Lite, $9 a month: 2 social accounts, 1 seat. Fine for a solo comms lead on two platforms; no approval workflow.
• Starter, $19 a month: 5 accounts, 2 seats, approvals. The usual fit for a small charity with one regular volunteer.
• Growth, $29 a month: 10 accounts, 3 seats. Room for more platforms and a second contributor.
• Scale, $39 a month: 20 accounts, 5 seats, 5 workspaces. Built for chapters and multi-program organizations.

Every plan starts with a 7-day free trial and a card is required to start it. PostEverywhere doesn't list a nonprofit discount; annual billing saves 20%, and extra team members are $5 a month each if you need one more seat rather than a bigger plan. PostEverywhere AI Studio is included on every plan for turning program notes into first-draft captions, with a monthly allowance of credits that varies by plan.

If you already use Claude or ChatGPT, you can connect your AI agent to PostEverywhere and ask it, in plain English, to draft next week's posts from your notes and save them as drafts for you to review.

Bear in mind that anything an agent publishes with an API key goes straight out, without passing through the approval step, so keep agent access with the person who would approve anyway.

Run the whole nonprofit calendar from one place. Start a 7-day free trial to schedule appeals, volunteer calls and impact stories to all top platforms, with approvals for volunteer drafts. Plans from $9 a month.

When the news turns: crisis and sensitive-topic posting#

Every nonprofit eventually has a day when the scheduled post is the wrong post. A local tragedy, a disaster in the region you work in, a scandal in your sector, a death in your community.

Decide now what happens on that day, because you won't think clearly on it.

• Know how to pause everything in two minutes. Whoever is on call should know where the scheduled posts live on your content calendar and how to hold them. A cheerful gala countdown going out on the morning of a disaster does lasting damage.
• Have a holding statement template. Two or three sentences: what you know, what you are doing, when you will say more. Agree in advance who signs it off.
• Moderate comments with a written rule. Hide abuse, personal data and spam. Don't delete criticism just because it stings. The Charity Commission's guidance also asks charities to consider whether to pause comments when a situation gets out of hand, and to know when an incident must be reported to the regulator.
• Be careful with politics. In the US, the IRS prohibits 501(c)(3) organizations from intervening in any political campaign for or against a candidate. Issue advocacy and nonpartisan voter registration are allowed. A staff member's personal post on the charity account is still the charity's post.
• Don't fundraise off a tragedy you are not responding to. If your organization is part of the response, say what you are doing and how to help. If it isn't, say nothing or share the organizations that are.

Measuring what matters: donations, sign-ups and volunteers#

Likes are not a result. Neither are follower counts on their own. What your board and your funders care about is whether social media moved people to do something: give, sign up, volunteer, attend, sign a petition.

Track actions, not applause#

Put a UTM tag on every link you post, so your website analytics can tell you which platform and which post sent each donation and volunteer sign-up. Our free tagging tool makes them in seconds; use a consistent naming scheme (for example, campaign = givingtuesday-2026, source = instagram, content = coat-drive-carousel) so the report reads itself.

Then track a small set of numbers monthly:

• Donations and donation-page visits from social, by platform
• Volunteer and event sign-ups from social
• Email sign-ups from social, because email is where many of those people will eventually give
• Peer fundraisers created on Facebook or your own platform
• Engagement on the posts that drove the above, to learn what to make more of

Our social media metrics guide covers how each platform defines engagement, and a free engagement calculator gives you a consistent way to compare posts. If you are about to plan a new quarter, a quick account-by-account check tells you which accounts are earning their keep.

A board report on one page#

Boards don't want screenshots. They want to know whether it worked and what you will do next. A one-page monthly report:

1. What we asked for this month (donate to X, volunteer for Y)
2. What came from social (donations, sign-ups, from your UTM data)
3. The best post and why it worked
4. What we will do differently next month

PostEverywhere's analytics pulls views, engagement and follower growth for connected accounts into one place, wherever each platform reports them (coverage varies by network; Facebook, for example, does not report reach through it).

Pair that with your website analytics for the donation and sign-up numbers, and the report takes half an hour instead of an evening.

FAQs#

How often should a nonprofit post on social media?#

Three to five times a week across your one or two main platforms is enough for most small teams. Post more around Giving Tuesday, your year-end appeal and big events, and keep the pace steady the rest of the year.

Consistency matters more than volume: a feed that goes quiet for a month signals to donors that something is wrong.

Which social media platform is best for nonprofits?#

Facebook and Instagram carry the community and fundraising work for most nonprofits. LinkedIn is the best place for corporate partners, grant makers and board recruitment, and YouTube holds longer program films.

TikTok suits organizations with someone comfortable on camera, and Threads, Bluesky and X (Twitter) matter most for advocacy. Pick the two your supporters already use.

Can nonprofits still fundraise on Facebook and Instagram?#

Yes, but only in some countries. Meta says only nonprofits based in Australia, Canada, the United Kingdom or the United States may be eligible, and it withdrew its fundraising tools from the European Economic Area in July 2024.

In the US, donations are processed through PayPal Giving Fund, and new recurring donations ended in 2023, so recruit monthly donors to your own donation page.

How do we share beneficiary stories ethically?#

Get specific, informed, written consent that explains where the story will appear and for how long, and make it easy to withdraw. Get a parent or guardian's consent for children, check backgrounds for identifying details, and show people the post before it goes out where you can.

Tell the story through what the person did, not only what happened to them.

How can volunteers post for our nonprofit without sharing passwords?#

Use a scheduling tool that gives each volunteer their own login with a role instead of the account passwords. In PostEverywhere, volunteers join a workspace as Members, draft posts and submit them for approval, and an owner or admin approves or requests changes.

When a volunteer leaves, you remove them and the social accounts stay connected.

How much does nonprofit social media management software cost?#

Free native tools such as Meta Business Suite cover a Facebook Page and Instagram account on their own. PostEverywhere plans are $9, $19, $29 or $39 a month depending on how many accounts, seats and workspaces you need, with approvals from the $19 Starter plan.

Every plan has a 7-day free trial with a card required, and annual billing saves 20%.

How do we measure whether social media is working for our nonprofit?#

Measure actions rather than likes: donations, volunteer sign-ups, email sign-ups and peer fundraisers that came from social posts. Add UTM tags to every link so your website analytics shows which platform and post sent each one.

Report it monthly on one page: what you asked for, what came in, the best post and what you will change.

Start this week#

1. Pick your two platforms and write one sentence on what each is for. The one-page strategy guide helps.
2. Apply for Google for Nonprofits and, if you are in an eligible country, enroll in Meta's fundraising tools.
3. Write your Giving Tuesday sequence for December 1, 2026, from the save-the-date to the thank-you, and schedule it.
4. Set up contributor logins with approvals, and take the shared password off the sticky note.
5. Put a UTM tag on every link from now on, so January's board report has real numbers in it.

The nonprofits that do well on social media are rarely the ones with the biggest teams. They are the ones whose feed never goes quiet, whose stories respect the people in them, and whose comms lead spends Monday morning planning instead of every evening catching up.