How to use Instagram for nonprofit marketing.

How to use Instagram for nonprofit marketing.


Instagram has become a powerful platform for marketing, not just for businesses but also for nonprofit organizations. With over one billion active users, Instagram provides a massive audience for nonprofits to connect with and promote their mission. In this article, we will discuss how nonprofits can leverage Instagram for marketing purposes and connect with their target audience.

Why Instagram?

Instagram is a visual platform that allows nonprofits to showcase their work compellingly and engagingly. Visual content tends to get more engagement and shares than text-based content. Nonprofits can use Instagram to share photos and videos of their work, events, and impact stories. Instagram's various features, such as Stories, Reels, IGTV, and live videos, provide nonprofits with various ways to engage with their followers.

Moreover, Instagram's user base is predominantly young and socially conscious, making it an ideal platform for nonprofits to reach their target audience. According to a report by GlobalWebIndex, 42% of Instagram users are aged between 18 and 24, and 35% are aged between 25 and 34. This means that nonprofits can connect with millennials and Gen Zs who are passionate about social issues and are likely to support their cause.

Steps to use Instagram for nonprofit marketing:

    Define your audience:

The first step to using Instagram for nonprofit marketing is to define your target audience. Who are the people you are trying to reach? What are their interests, behaviors, and motivations? Understanding your audience's demographics and psychographics can help you create content that resonates with them.

    Create a content strategy:

Once you have defined your audience, the next step is to create a content strategy. Your content strategy should align with your nonprofit's mission and goals. You should also consider the type of content your audience will likely engage with, such as impact stories, behind-the-scenes footage, and educational posts. It's essential to maintain a consistent posting schedule to keep your audience engaged and informed.

    Use hashtags:

Hashtags are a powerful way to increase your reach and connect with new followers on Instagram. Nonprofits can use hashtags related to their cause, such as #socialjustice, #environment, or #education, to reach out to people who are passionate about these issues. You can also create your own branded hashtags, such as #SupportXYZ, to encourage your followers to share your content and promote your cause.

    Engage with your followers:

Engagement is crucial to building a loyal following on Instagram. Nonprofits can engage with their followers by responding to comments, liking and sharing user-generated content, and hosting Instagram contests and giveaways. You can also use Instagram's features such as polls and Q&A stickers to encourage your followers to interact with your content.

    Collaborate with influencers:

Influencer marketing can be a powerful way for nonprofits to reach out to a broader audience. Nonprofits can collaborate with influencers who are passionate about their cause and have a large following on Instagram. These influencers can help promote your nonprofit's mission and increase awareness about your cause.

Expert Opinion:

According to Melissa Janisin, a digital marketing strategist at Classy, "Instagram is a powerful platform for nonprofits because it allows them to connect with their audience more visually and engagingly. Nonprofits can use Instagram to showcase their work, tell impact stories, and build a community around their cause. To succeed on Instagram, nonprofits need to be authentic, share high-quality visual content, and engage with their followers regularly."

Industry Statistics:

According to a report by Hootsuite, 90% of Instagram users follow at least one nonprofit, and 59% of those users donate to nonprofits they follow. This shows the potential for nonprofits to reach out to a massive audience on Instagram and raise funds for their cause.


In conclusion, Instagram is a powerful tool for nonprofits to increase awareness of their cause, raise funds, and engage with their audience. By setting up a business account, defining their goals, creating engaging content, using hashtags, collaborating with influencers, and using Instagram Stories, Instagram Live, and Instagram Advertising, nonprofits can create a successful marketing strategy on Instagram. Remember to measure your success and adjust your strategy accordingly.

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