For small charities, social media often feels like both an opportunity and an obligation. On one hand, it’s a low-cost way to reach people. On the other, it’s another item on a to-do list that never ends. So most small charities do what they can—they post updates, celebrate wins, reshare partner content, and try to maintain a presence. But this reactive, ad-hoc approach is one of the biggest reasons social content doesn’t convert.
Social media isn’t about being active—it’s about being intentional. And the truth is, most small charities are making the same five fundamental mistakes.
Here’s what they are—and how to fix them with sharper thinking and smarter action. We’ve even included 5 quick tips from our CEO, Carlos Aguilera to help.
1. Posting to Stay Visible Instead of Posting with Purpose
Most small charities post because they feel like they have to. This usually means content is disconnected from any clear goal. A new post goes up because it’s Wednesday, not because it’s tied to a campaign, a call to action, or a broader acquisition strategy. This leads to content that looks fine but achieves very little. The purpose of social media isn’t to fill space—it’s to move people.
Every post should either attract new followers, re-engage people who’ve dropped off, or activate your existing community to take action.
Carlos Tip: Before every post, ask yourself: “Who is this post for? Is it for acquisition – to acquire new supporters/donors? For re-engagement – to ‘re-engage’ a lapsed donor or a supporter that isn’t listening? Or is it for activation – getting an action from someone right now?” If you can’t answer in one sentence, the post probably isn’t ready.
2. Making the Charity the Hero Instead of the Supporter
Small charities often frame content around their own efforts: “We delivered 5,000 meals this year” or “We’re proud to partner with…” But this inward-looking perspective disconnects you from your audience. Supporters don’t engage because of what you do—they engage because of what they can do through you. When every story, update or celebration is filtered through your own voice, your audience becomes a passive observer rather than an active participant. The result? Less sharing, less loyalty, and lower emotional connection.
Carlos Tip: Reframe your content around the supporter’s impact. Instead of “we delivered 5,000 meals,” say “5,000 meals delivered—thanks to people like you.” Make them the story. Always.
3. Misunderstanding Platform Culture
Social media is not one platform—it’s many. Each channel has its own culture, content norms, engagement patterns and unspoken rules. LinkedIn rewards insight and expertise. TikTok rewards fast, human storytelling. Instagram is led by visuals and emotional resonance. Facebook is driven by community and conversation. Yet many charities post the same message across every channel, without adapting it. This weakens your content and disengages your audience. Being present everywhere is not the goal. Showing up in the right way is.
Carlos Tip: Pick 1–2 platforms where your audience is most active, and learn the culture of those spaces deeply. Follow 5 organisations doing it well. Mimic their tone, pacing, and format—then make it your own.
4. Not Making Clear Asks
So much content stops short of asking people to do anything. It tells a story, shares an update, maybe even builds emotion—but then ends with nothing. No link. No question. No next step. This leaves supporters unsure of how to help. Clear calls to action aren’t pushy—they’re generous. They give people the chance to contribute. Inaction isn’t caused by disinterest—it’s caused by confusion. If you don’t ask, people don’t act.
Carlos Tip: Every post should contain a micro-ask—even if it’s small. “Tag someone who cares.” “Share this if it moved you.” “Donate $10 to help.” Every action adds up. Never leave a post hanging.
5. Chasing Vanity Metrics Instead of Long-Term Value
It’s easy to be seduced by reach, likes, and video views. But popularity doesn’t equal progress. A high-performing post that doesn’t feed into your campaign goals is noise. The best social media strategy isn’t the one that gets the most attention—it’s the one that builds trust, drives action, and sustains engagement. Small charities don’t need viral hits. They need consistent visibility, reliable conversions, and content that reflects their values.
Carlos Tip: Define your success metrics before you post. Are you measuring click-throughs, sign-ups, shares, donations, or replies? Use those to evaluate success—not likes alone.
In Summary: Small charities don’t fail on social media because of a lack of creativity—they fail because of a lack of strategy. The biggest shift is moving from content as an obligation to content as an opportunity. This means posting with purpose, reframing messaging around supporters, respecting platform-specific dynamics, making confident asks, and measuring what matters. Social media should never feel like a drain. Done right, it becomes your most effective acquisition tool, your most reliable re-engagement strategy, and your most scalable platform for impact.