Social media has become the megaphone for organizations trying to change the world. Stop missing out on donors when they are searching for causes to support.
Today, two platforms deserve special attention and here’s why:
Instagram is rolling out search indexing for professional accounts, meaning your posts can show up on Google,
TikTok has become the go‑to search engine for Gen Z.
Here’s how nonprofits can take advantage of these changes and the tools that make it easy.
How to turn Instagram into a donor discovery engine
Until recently, Instagram operated largely as a closed ecosystem; people had to follow your account or be within the app to see your work. Fortunately for nonprofits -that has changed! Since July 2025, public posts from professional Instagram accounts (business and creator) will be indexed by Google.
Everything from Reels and carousels to your profile bio could appear in search results. For nonprofits, this means your visual storytelling can reach prospective donors, volunteers and clients who aren’t yet in your follower list.
Don’t miss out on donors and do the following ASAP:
- Rewrite your bio like a homepage. Explain who you serve, where you operate and what impact you create. Keywords about your mission and location help search engines understand what you do.
- Write search‑friendly captions. Clever phrases may earn likes, but searchers respond to clear, descriptive text. Use natural keywords related to your mission, programs and events.
- Use alt text for every image. Alt text not only improves accessibility; it also provides extra context for search bots. Describe what’s in the image and why it matters.
- Answer common questions. Plan content around queries your community might search for: “free after‑school programs in Brooklyn” or “where to volunteer in [city]”
- Tag locations and hashtags thoughtfully. Add city or region tags when relevant and use mission‑focused hashtags (e.g., #SaveThePlanet, #STEMEducation #ChicagoFoodBank #VolunteerNYC)
Meet Gen Z donors where they search: TikTok
The rise of vertical video has blurred the lines between entertainment and education. TikTok’s algorithm delivers an endlessly personalized For You Page based on watch time, likes, comments and other signals.
That relevance has transformed TikTok into a search engine for young audiences; Gen Z increasingly turns to TikTok to find answers.
To harness TikTok effectively:
- Think about TikTok SEO. Choose 2–3 keywords that your supporters might search for and weave them into your video captions, on‑screen text and spoken content. Use TikTok’s Creative Center or Google Trends to identify popular terms.
- Use relevant hashtags and trending sounds. Three to five niche hashtags help surface your videos, and incorporating popular audio can boost reach.
- Embrace native features. Record in the app, use tools like Duets or Stitches to respond to other creators and experiment with carousels to tell a story. Staying native increases your chance of being surfaced by the algorithm.
- Post consistently but focus on quality. TikTok rewards frequent uploads, but a well‑crafted video that answers a question or evokes emotion will outperform several rushed clips.
- Find your niche and build community. TikTok’s algorithm isn’t about follower count; even new accounts can go viral if content resonates. Focus on your cause—and stick to it so the right people find you.
Authenticity matters more than slick marketing
Even with new search opportunities, social media success still starts with intention. Before posting, decide what you need: recurring donors, volunteer sign‑ups, program awareness or advocacy action. Clarifying your goal helps you craft content that leads to meaningful outcomes.
Mix polished campaign announcements with behind‑the‑scenes glimpses, staff and beneficiary stories, volunteer shout‑outs and even occasional bloopers.
Celebrate progress and share impact updates instead of constant donation appeals to build trust.
And remember that posting two or three thoughtful pieces a week—using carousels, captioned reels, and interactive Stories beats flooding followers with constant updates.
Tech Tools that make it easy (and discounted for Nonprofits!)
Creating high‑quality visuals and videos doesn’t require a design team. These resources can help:
- Easy Video Fundraising with Animoto – Animoto’s simple video editor turns photos, graphics, and clips into engaging videos perfect for Instagram and TikTok in minutes! Nonprofits can test the service through a free trial, and paid plans get a generous 50% discount for pro and pro+ plans with code NPD50 (special bonus for our readers!).
- ChatGPT can create carousel images, populate your alt text and even do an audit of your current content! Leverage AI to help you in your mission.
Build a tech stack that scales with you (for Free!)
Social media is just one piece of your digital toolkit. To convert awareness into action, you need back‑end systems that track relationships, streamline workflows and free up time for mission work. Here’s how to get started on a budget:
- Choose a CRM and donor management platform. A central database lets you track gifts, pledges and conversations in one place. Solutions like monday.com’s nonprofit program provide donor and volunteer management templates, automation and best of all its FREE! Create your account for free here.
- Simplify communications and scheduling. Meta’s Business Suite allows nonprofits to schedule posts and messages across Facebook and Instagram for free. Tools like Buffer or Later offer free tiers and nonprofit discounts for planning social calendars.
- Leverage nonprofit discounts and trials. Sites such as Nonprofit‑Discounts.com compile deals on software ranging from accounting to fundraising to project management.
Conclusion – Showcase your story and win at social
The social media landscape evolves fast, and this is arguably the best time in history to be able to broadcast your story and impact to the world!
Instagram’s search indexing and TikTok’s rise as a discovery tool open new doors for reaching supporters. By writing with purpose, optimizing for search and using accessible tools nonprofits of all sizes can produce professional content without sacrificing authenticity. With a clear strategy and a thoughtful tech stack, your organization can stand out, scale up and make a bigger difference both online and IRL.
About Kat Daley:
Kat is passionate about tech that helps nonprofits make a bigger impact in the world. As a former social media manager, she knows first hand how hard it is to break through the noise. She currently works to promote the best nonprofit discounts and software at NonprofitLibrary.com and is looking for leaders in the space to present their best tech trends in our new webinar series. Feel free to reach out for more information on how to get involved!
