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What Mamdani Teaches Us about Social Media Fundraising
September 2026
Learning from Politicians to Tell Stories
Credit: NYC Office of the Mayor
New York City Mayor Zohran Mamdani
It’s arguable whether modern American politicians do much of anything well (look around!), but the ones who inspire devotion on either end of the political spectrum have something important in common: They tell their own story well. For politicians, electoral victory follows. For nonprofits, fundraising success may result.
New York City Council Member Chi Ossé, 28, does this with skill. He defines himself and his place in his Brooklyn district through videos on Instagram and TikTok that connect him to his neighborhood and advocate for policy. He acknowledges cribbing strategy from his opposite in almost every way — President Donald Trump, who defined himself on what was then Twitter before turning to his own social media company in the fallout of his failed, violent attempt to undo the results of the 2020 election.
Like Ossé, nonprofits can learn from masterful social media storytellers in politics. If Trump’s example is queasymaking, a more inspiring analogue may be New York Mayor Zohran Mamdani, who surfed a social media tsunami into office. He has continued riding that wave as mayor, with social media-friendly videos that are both cheerful and substantive, like this one explaining how to replace a decrepit section of highway. It tacitly acknowledges that once support is won, it must be retained — something nonprofit fundraising experts know well.
The lesson for nonprofits: Use social media to tell people what you’re about, and continue using it to show your accomplishments.
Storytelling as the Path to Successful Fundraising
Credit: Jorge Urosa
Nonprofit fundraising is an arduous task, and those on the development team are wise to try every avenue available to raise money. Social media seems like an obvious tool to use, but only if used skillfully. A nonprofit won’t succeed by jumping into a feed with its hand out.
Nonprofit fundraising succeeds when it tells an ongoing story, rather than chasing transactions. This story keeps a nonprofit visible and familiar, building comfort and connection with potential donors over time. The donor journey includes these seven stops:
- Awareness: No one can give to an organization they don’t know about
- Interest: Helps a potential donor know why they should care
- Trust: Transparent and clear updates build credibility
- Engagement: A supporter will interact with social media as their connection to a cause deepens
- Donation: By this point, contributing is a natural next step
- Retention: Donation is not the last step, and social media keeps supporters in the fold
- Advocacy: True success will enable donors to become ambassadors and amplify your work
Nonprofit social media when done well can build trust and establish relationships that lead to donations.
The most effective fundraising strategy is to share human stories and data year-round, not just during Giving Season. Account Executive Caroline Hughes says getting her parents to sponsor her morning coffees is just like fundraising on social media:
“If I walked around my house every morning chipper and motivated without caffeine, then my request for lattes would seem unnecessary and abrupt. The need should be demonstrated long before the ask is made. If your organization posts year-round about the people and communities it supports, then your brand is well-established and your audience already understands your mission.”
Read more in her blog. And buy her a cup of coffee, please.
