You might have noticed social media has changed substantially since the days of the Tweet (R.I.P.), Facebook Status or Myspace Top Friends List. Increasingly, social media algorithms, especially on Instagram and TikTok, prioritize trusted personalities posting community-driven video content. You may have heard of them — they’re called influencers, or creators.

Over the past few years, influencers have become an integral part of nonprofit social media campaigns seeking to reach audiences with human, relatable content that lacks the corporate sheen that turns people off. According to M+R Benchmarks, about half of nonprofits polled worked with influencers — so if your organization hasn’t launched an influencer campaign, your competition may be leaving you in the dust.

As I can attest after working with nonprofits as a volunteer, in-house and at this agency, nonprofits face limited budgets and crowded digital spaces. I’ve seen how nonprofits can use influencers to build strong relationships with their audience, through storytelling that expands reach, earns trust, increases performance, drives donations and builds community. In this social media climate, they’re a necessity. Here are a few ways I’ve seen influencers work with your existing communications strategy to elevate nonprofit social media.

Expand Your Campaign’s Reach

Have you ever wondered why your “likes” never seem to grow? Or why you add only a few followers (or even lose some) every month?  This may be why: on average, organic (non-paid) social media posts reach 15.3% of an account’s followers. By partnering with an influencer, your organization will be introduced to an entirely new audience with relevant interests. Momentum has worked with clients like the Lymphoma Research Foundation to help their content reach millions of new individuals through influencer partnerships, with creators like Hank Green, Tony Corrado and Dave Coulier (yes, from Full House).

Earn Trust and Credibility

Audiences, especially Millennials and Gen Z, trust recommendations from creators they regularly follow; that’s precisely the demographic nonprofits hope to reach. Influencers humanize complex or emotionally compelling issues and lend authenticity to your message. To support our client Gary Community Ventures’ mission to raise awareness for child care affordability in Colorado, we partnered with Gen-Z influencer and activist Rayna Kingston on a post that brought in 85 new followers and sparked a lively debate in the comments section, something that’s difficult to accomplish on an organic post alone.

Increase Your Social Media Performance

I know how stretched nonprofits can be when it comes to getting their message out on social media, and I’ve seen them cut corners. Influencers, on the other hand, are especially skilled at producing platform-optimized content. It’s less organic, less institutional and their audiences are much more likely to save, share or comment — these are the most productive interactions to help your account beat the algorithm and reach more followers. For example, as of 2025, nonprofits have an average engagement rate of 0.623% on Instagram. That’s fine if you’re hoping to match your competition. However, I’ve seen influencers achieve engagement rates of 5-6% or higher, meaning your audience will be tuned in and ready to act on a call to action.

Find New Donors and Drive Donations

Influencer partnerships don’t just improve social media performance; they also support tangible organizational goals, including one that’s notoriously hard to tackle on social media — driving donations. Creators mobilize audiences quickly around your campaign, and if they’re in line with your mission, they already have an audience sympathetic to your cause. Momentum partnered with the Lymphoma Research Foundation for an influencer campaign in which four influencers each brought in another four donors, who together raised donations exceeding the influencers’ fees. We see it time after time — influencers make great spokespeople.

Build Your Social Media Community

Influencer relationships don’t need to be a “one and done” opportunity. Strong partnerships can evolve into long-term relationships, creating high-performing ambassadors for your mission, who build continuity and sustained visibility. Influencers often make great event or gala guests and can become repeat advocates for fundraising campaigns. The best influencer partnerships create authentic communities around a cause, and you can reap the benefits for years to come. When we partnered with the Lymphoma Research Foundation for a Blood Cancer Awareness Month influencer campaign, their social media community grew by 170% over the previous month’s results, and a few influencers even attended their Gala as guests of honor! 

Now you know how we’ve seen influencers elevate nonprofit social media. Experienced full-service agencies like Momentum are adept at managing the complex influencer workflow, which includes selection, onboarding, coordination, reporting and billing. 

The best social media campaigns don’t just post a few times and hope for the best. They’re backed by a sound strategy to build awareness and inspire action across busy channels where organizations like yours are competing for visibility. When it’s time to drive donations, promote a walk, launch a new initiative or just show everyone how great you’re doing, partnering with an influencer can help ensure your content reaches and resonates with the audiences that matter most. Don’t let your potential go the way of the Tweet!