With supporters relying more on social media and artificial intelligence (AI) for information, your marketing plan must deliver content crafted for these channels to reach and engage your nonprofit audience on their terms.<\/p>\n
Supporters are discovering your success stories on social media platforms like TikTok and asking questions about your latest initiatives using AI-powered tools like ChatGPT. In fact, surveys show most ChatGPT users treat it like a search engine, with roughly 1 in 4<\/a> turning to AI before Google when looking for information.<\/p>\n For nonprofit marketers, this presents an opportunity and a challenge. It\u2019s no longer enough to stick to traditional channels. You must reach supporters where they spend their time, and in content formats they prefer. That means evolving your content marketing strategy to work for AI search and stand out in social media feeds<\/a>, where today\u2019s causes get discovered and shared.<\/p>\n Search no longer works as it once did. Today, many people go directly to ChatGPT or Google Gemini to ask questions instead of sifting through pages of Google search results. Queries are more conversational, and voice search continues to grow.<\/p>\n In fact, 60% of U.S. adults<\/a> use AI to search for information\u2014and that number jumps to 74% among adults under 30. At the same time, AI summaries in search results can reduce clicks to websites by as much as 80%<\/a>.<\/p>\n This means your digital marketing content, such as your website and blog, needs to serve search engines and<\/em> answer engines. This marks a shift from prioritizing traditional search engine optimization (SEO)<\/a> alone to considering generative engine optimization (GEO) and answer engine optimization (AEO) in all your content creation processes.<\/p>\n The question is: What should you optimize? Start with the landing pages that matter most:<\/p>\n Pages with clear, complete information and strong links signal to AI that they\u2019re trustworthy answers.<\/p>\n Once you\u2019ve identified the pages to start with, use this quick checklist for each optimization:<\/p>\n \u00a0 Answer real questions<\/strong>. Add short Q&A sections to your blog posts and key pages when it fits naturally. For example: \u201cHow can I support wildfire response?\u201d This works well on pages covering timely campaigns, frequently asked topics, or ways supporters can take action. Following this checklist helps make your content AI- and search-ready, but successful content marketing doesn\u2019t stop there. You also need to track how your pages and pieces of content perform, adjusting as supporters\u2019 needs and search habits evolve.<\/p>\n First, keep in mind that it\u2019s normal for click-through rates to drop when AI answers appear in search results. That alone is not a bad sign. What matters most is whether your site visits, donations, and sign-ups stay steady or, better yet, grow.<\/p>\n If you see website traffic and conversions fall across the board, that\u2019s your signal to revisit your nonprofit organization\u2019s content. Verify that it provides clear, helpful answers written in the same way your supporters ask their questions today.<\/p>\n Search success isn\u2019t just about landing in the top three blue links anymore. It\u2019s about being the best answer wherever your supporters look for it.<\/p>\n Social media is one of the most powerful ways to amplify your marketing efforts and, therefore, your mission. This is, in part, due to how supporters share your story and engage with your calls to action when using these platforms.<\/p>\n We know that when people celebrate their generosity and inspire their networks to get involved, fundraising becomes more powerful. Our research shows<\/a> that every time a supporter shares a fundraiser on GoFundMe, they raise an average of $100 more.<\/strong> Gen Z leads this trend, with 46% believing that people should share their donations online, and about half saying they share causes or fundraisers at least once a week.<\/p>\n GoFundMe Pro is the engine that transforms this social momentum into real-world impact.<\/p>\n With GoFundMe Pro, nonprofits can create branded, custom peer-to-peer fundraising<\/a> pages that feel unmistakably their own. When a supporter chooses to fundraise on your behalf, GoFundMe automatically creates a personal page for them. Key details from your campaign page carry over, giving supporters a strong starting point while still empowering them to share your story in their words, in ways that feel natural and authentic.<\/p>\n Supporters also gain access to built-in coaching tools designed to help them succeed, as well as exposure to the GoFundMe community of more than 200 million\u2014an audience already motivated to support causes that matter to them.<\/p>\n That combination of reach, ease, and shareability helps supporters spread your message far beyond the people you already reach on social media.<\/p>\n Before you start posting, decide which social media channels make the most sense for your team and target audience. Then, learn how each platform works to share the types of content that fit naturally in people\u2019s feeds, whether that\u2019s personal stories, testimonials, thought leadership articles, or impact infographics.<\/p>\n Use the checklist below to guide your overall efforts:<\/p>\n \u00a0Tell your story first.<\/strong> Lead with people, emotion, and impact stories rather than program updates. You can also check out some of our other guides for additional tips to take your social media posts to the next level:<\/p>\n Once you choose where to focus your efforts, consider best practices by platform.<\/p>\n Facebook<\/a> remains the largest social platform in the world, with more than 3 billion<\/a> monthly active users. It\u2019s a strategic place to celebrate your nonprofit\u2019s mission, build trust, foster community, and encourage sharing among supporters.<\/p>\n To reach more supporters on Facebook:<\/p>\n \u00a0 Use Groups to create spaces for volunteers, advocates, or peer-to-peer fundraisers to connect. About half of U.S. adults<\/a> are on Instagram, and more increasingly use Reels to discover new causes, trends, and ideas\u2014making it a powerful tool for growing awareness and engagement.<\/p>\n To optimize your Instagram presence<\/a>:<\/p>\n \u00a0 Focus on short-form videos that show real people benefiting from your work. TikTok reaches roughly 37% of U.S. adults<\/a> and is especially popular with those under 30, making it a prime platform for educational content and engaging younger supporters.<\/p>\n To increase engagement on TikTok<\/a>:<\/p>\n \u00a0 Capture viewers\u2019 attention in the first 3 seconds. With more than 1 billion members worldwide<\/a>, LinkedIn is ideal for reaching professionals, corporate partners<\/a>, and potential board members. The platform is particularly popular with people aged 25 to 34<\/a>, with 1 in 4 users engaging with brand content daily.<\/p>\n To achieve more on LinkedIn:<\/p>\n \u00a0 Post impact reports and updates that link back to clear outcomes. With roughly 84% of U.S. adults<\/a> on YouTube, the platform offers unmatched reach. Its Shorts format makes it easy for nonprofits to share compelling stories in short-form videos and repurpose that content across other social channels.<\/p>\n To expand your reach on YouTube:<\/p>\n \u00a0 Use a mix of longer videos and Shorts. While its popularity has dipped in recent years, X remains a crucial channel for real-time updates and public conversations. With roughly 300 million<\/a> monthly users, it continues to drive higher engagement<\/a> than newer competitors, like Threads or Bluesky.<\/p>\n To do more with X:<\/p>\n \u00a0 Publish a series of tweets to tell short, powerful stories. Social media is increasingly shaped by impact creators\u2014influencers who use their platforms to raise awareness and mobilize support for causes that matter to them. In The Social State of Giving<\/a><\/em>, we found that Gen Z and Millennials are especially influenced by these creators, with more than half of Gen Z saying they trust impact creators to donate on their behalf.<\/strong><\/p>\n For nonprofits, this presents a clear opportunity. Partnering with impact creators allows you to tap into established, values-driven communities and extend your message beyond your owned channels. Whether through livestream fundraisers<\/a>, short-form videos, or awareness campaigns, these creators offer authentic, platform-native ways for new audiences to engage with your mission.<\/p>\n Consider identifying creators whose values and audiences align closely with your cause, then test a small collaboration\u2014such as a cohosted livestream or a short campaign\u2014to see how creator-led storytelling resonates with new supporters.<\/p>\n Today, effective content marketing goes beyond traditional channels like webinars, podcasts, and email newsletters. It\u2019s about meeting supporters where they already spend their time. By crafting content designed for social feeds and AI-powered search, your stories reach farther and connect with people eager to take action.<\/p>\n If you\u2019re ready to get started, GoFundMe Pro has the tools you need to turn supporter attention into action. With built-in Meta social sharing<\/a> and expansive peer-to-peer fundraising<\/a> options, supporters can become co-owners of your mission, introducing your work to new networks and amplifying your message in ways you never imagined.<\/p>\nOptimize your content for the new AI-driven search experience<\/h2>\n
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Search and AI discovery checklist<\/h3>\n
\n \u00a0Use clear, simple language.<\/strong> Write the way people speak. Short sentences work best.
\n \u00a0 Target long-tail questions.<\/strong> Evolve your writing to address more conversational queries. Instead of optimizing for a broad keyword like \u201cwater charity,\u201d try a specific question like \u201cWhat\u2019s a trustworthy water charity I can donate to on Giving Tuesday?\u201d
\n \u00a0Update old pages.<\/strong> Refresh high-value pages every few months with new facts, quotes, metrics, or examples.
\n \u00a0Track AI search performance.<\/strong> Look at the following in your analytics tools:<\/p>\n\n
How to measure success<\/h3>\n
Create social content that drives engagement<\/h2>\n
The tools that make it possible<\/h3>\n
Social content checklist<\/h3>\n
\n \u00a0Create for the platform.<\/strong> Use native videos, photos, and captions\u2014not just links\u2014as these typically perform best on today\u2019s fast-paced, visually driven channels.
\n \u00a0Make it accessible.<\/strong> Add subtitles, alt text, and clear descriptions.
\n \u00a0Post with purpose.<\/strong> Establish a content calendar and stick with it to build audience trust.
\n \u00a0Track what matters.<\/strong> Monitor views, engagement rate, shares, and traffic to your fundraising pages.<\/p>\n\n
Best practices by platform<\/h3>\n
Facebook<\/h4>\n
\n\u00a0 Pin active fundraisers to the top of your page for increased exposure.
\n\u00a0 Ask direct questions in posts to spark comments and conversation.<\/p>\nInstagram<\/h4>\n
\n\u00a0 Use captions that highlight emotion and impact.
\n\u00a0 Keep your fundraiser link easily accessible in your bio.<\/p>\nTikTok<\/h4>\n
\n\u00a0 Share real, unpolished moments from your work.
\n\u00a0 Encourage supporters to start fundraisers and explain why they care.<\/p>\nLinkedIn<\/h4>\n
\n\u00a0 Highlight workplace giving and volunteer opportunities.
\n\u00a0 Share stories that connect your mission to career and community values.<\/p>\nYouTube<\/h4>\n
\n\u00a0 Write titles as full questions people might search.
\n\u00a0 Turn existing strong TikToks or Reels into YouTube Shorts.<\/p>\nX (formerly Twitter)<\/h4>\n
\n\u00a0 Post during live events, campaigns, or breaking news moments.
\n\u00a0 Share links to active fundraisers and encourage others to retweet.<\/p>\nThe role of social media influencers<\/h3>\n
Use content marketing to meet supporters where they are<\/h2>\n