Balancing paid and organic social media strategies for nonprofits

Social media is one of the most effective tools for nonprofits to raise awareness, engage supporters and drive action. But with ever-changing algorithms and increasing competition for attention, simply posting organic content may not be enough to reach your audience. That’s where paid social media can help.

Many nonprofits wonder: Should we focus on organic social media or invest in paid ads? The answer isn’t one or the other - it’s both. A well-balanced strategy leverages the strengths of both approaches to maximize reach and engagement while staying budget-friendly.

Here’s how to create a social media strategy that effectively combines organic and paid efforts for the best results.

Understanding organic social media and its role

Organic social media includes all unpaid posts, stories, videos and interactions on social platforms like Facebook, Instagram, LinkedIn, YouTube and X (formally Twitter). It’s an essential foundation of your nonprofit’s digital presence and helps to:

• Build brand awareness and community – Consistent organic content keeps your audience engaged and informed.
• Establish credibility and trust – Authentic, mission-driven storytelling makes supporters feel connected to your cause.
• Encourage ongoing engagement – Regular posts invite likes, comments and shares, which can increase visibility.
• Support long-term relationship-building – Over time, strong organic content nurtures relationships with donors, volunteers and advocates.

The power of paid social media for nonprofits

Paid social media allows you to amplify your content beyond your existing followers, reaching specific audiences based on demographics, interests, location and previous interactions with your website or pages. Key benefits of paid social media include:

• Expanding your reach – Get your message in front of people who may not already follow you but are likely to be interested.
• Driving specific actions – Paid ads can be targeted to encourage conversions for promoting event sign-ups, donations or volunteer opportunities.
• Retargeting engaged users – You can show ads to people who have visited your website, engaged with your content or are already on your email list.

Even a modest budget can significantly increase engagement and conversion rates. A $50-$100 boosted post can help you reach thousands of potential supporters who otherwise wouldn’t see your content. We recommend utilizing several targeting methods to reach several audiences. 

When to use paid vs. organic social media

The key to success is knowing when to rely on organic content and when to invest in paid promotions. Here’s a guide to help determine the best approach for different goals:

How to create a balanced social media strategy

Finding the right mix of organic and paid social media takes some trial and error, but here are best practices to guide your strategy:

1. Use organic content to build a strong foundation

Before investing in paid ads, ensure your organic content is engaging, informative and aligned with your brand’s mission.

Key strategies include:

• Posting consistently (2-5 times per week, depending on the platform)
• Using a mix of content types (images, videos, success stories, behind-the-scenes looks)
• Responding to comments and messages to build relationships

2. Test content organically before promoting it

Before putting money behind a post, see how it performs organically. If a post is getting good engagement, boosting it with a paid campaign can maximize its impact. This ensures your ad budget is spent on content that already resonates with your audience.

3. Leverage paid ads for high-impact campaigns

Paid social media works best when it’s used strategically. Consider running ads for:

• Fundraising campaigns (e.g., Giving Tuesday, year-end giving)
• Event registrations (e.g., galas, volunteer days, webinars)
• Awareness campaigns for key issues or initiatives
• Lead generation (e.g., growing your email list with a downloadable resource)

4. Use audience targeting to your advantage

One of the biggest benefits of paid social media is precise audience targeting. You can:

• Target by demographics (age, location, interests, behaviors)
• Retarget website visitors who didn’t complete a donation
• Create lookalike audiences based on current donors and supporters

5. Track performance and adjust accordingly

Whether organic or paid, social media strategy should always be data-driven. Use built-in analytics tools on Facebook, Instagram and LinkedIn to track:

• Engagement (likes, shares, comments)
• Reach and impressions
• Click-through rates (CTR)
• Conversion rates for donations, sign-ups or other key actions

If an ad isn’t performing well, adjust your approach - test different images, messaging or audience segments to improve results.

A holistic approach works best

An effective nonprofit social media strategy is not either organic or paid. It’s a blend of both. Organic content helps foster relationships, while paid promotions help extend your reach and drive action. By testing, tracking and refining your strategy over time, you can maximize impact while staying within budget.

If you’re looking for expert guidance on social media strategy, we’re here to help! Reach out anytime, and let’s work together to elevate your nonprofit’s digital presence.

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