Social media users
Before you start social media fundraising, it’s important to think about who your audience are and which social platform they are likely to use.
Facebook is still the most widely used social platform and its most engaged users are Generation X (1960s-80s) and Baby Boomers (1940s-60s). Groups are a popular function on the platform so it might be worth creating a group page to share updates and interact with your followers.
As the second largest social platform, Instagram's biggest user groups are millennials (1980s to mid-90s) and Generation Z (late 90s to mid-2000s), although the app is becoming increasingly popular with Baby Boomers.
Generally speaking, Twitter space is dominated by Millennials. LinkedIn leans towards an older audience but millennials also make up about a quarter of LinkedIn users.
Generation Z are the biggest users of camera based social platforms and share personalised content on TikTok and Snapchat.
Whether your goal is fundraising or to raise awareness, charities must know which groups of people make up their supporter base, and identify who they would like to reach out to. If your team is small, it’s best to prioritise a couple of social platforms that are popular with the audience you’re trying to reach.