Social media is a rat race — for more likes, more shares, more followers — and nonprofits are falling behind. With engagement rates on Instagram under 1%, nonprofits are struggling to find active audiences to support their missions. Influencer campaigns can help.

 

What is a nonprofit influencer campaign?

An influencer campaign for nonprofits involves using an individual with an established social media presence as a spokesperson for your nonprofit. The key to an effective campaign is identifying an influencer who aligns with your mission and regularly speaks to your audience. 

 

The influencer doesn’t have to have millions of followers to make an impact. In many cases, an influencer with a smaller, more focused audience (such as nano- or micro-influencers) can better support your organization’s goals and increase your follower growth. 

 

Influencer tiers:

  • Nano: 1-10k followers
  • Micro: 10-100k
  • Mid: 100-500k
  • Macro: 500k-1million
  • Mega: 1M+

 

Why Your Nonprofit Needs Influencers

Social media is a vast ecosystem, and even avid users face an endless feed to scroll through. It can be tough for nonprofits to break through the doomscroll and inspire action with a mere graphic post or informational video. Influencers bring a human face and a personal story to the issues your organization addresses, which is proven to increase engagement. But more importantly, influencer campaigns tap into a vital resource by activating a community of people who are passionate and eager to take action.

 

When used effectively, influencer campaigns for nonprofits can:

  • Boost engagement and expand reach
  • Support fundraising goals
  • Build trust, credibility and community

 

When and How to Use Influencers

Identifying the right moment, and the right influencer, is imperative. Strategically (and financially), it likely doesn’t make sense for your organization to have a new influencer post every week. Like any other campaign, influencers are most useful when there’s a specific focus or call to action. 

 

Examples of optimal times to use an influencer include:

  • Awareness months, such as Autism Acceptance Month or Blood Cancer Awareness Month
  • Major project launches (new program initiatives, resources or major breakthroughs)
  • Fundraising efforts (especially when tied to a specific goal)

 

Authenticity is essential to a successful campaign. The right influencer for your nonprofit will have dedicated followers who are aware of the issue your organization addresses — because the influencer speaks about it regularly. For example, if your organization is a local food pantry, and your chosen influencer never speaks about hunger or poverty, their post will seem random and inauthentic. It’s also likely that their followers wouldn’t know or care about these issues. The best influencer will be an individual who could also be a member of your target audience. 

 

They should be someone who:

  • Lives in the area your organization operates (based in the US for national organizations, or a specific city/state if your nonprofit is more local)
  • Is or could be affected by your nonprofit’s work (for example, a patient/survivor if your organization works in health; a parent if your nonprofit works in education or child care)
  • Is the same age as your target demographic (like Gen Z if you’re trying to reach young adults, or Gen X if you’re speaking to donors)
  • Regularly posts about the issue your nonprofit addresses (for example, they post activist content or frequently speak about their personal experiences with this issue)

 

Influencer campaigns are an effective way to boost your nonprofit’s social media presence, but they’re just one component of a larger strategy. Like any other campaign, it should be tied to strong messaging and guided by clear goals. The ultimate goal of an influencer campaign is for your nonprofit to become an influencer itself.