How can we use our social media presence more effectively to attract funding?
Question submitted by: Kathryn Byrnes, Development Action Group, South Africa
Social media is not just a communication tool; it is increasingly a platform for resource mobilisation and credibility-building. Some refer to it as a virtual CV. For NGOs, a strong online presence can significantly influence funding opportunities.
Funders routinely conduct due diligence before making funding decisions. Beyond reviewing grant proposals, many funders visit organisations’ websites and social media platforms to assess legitimacy and visibility. An active social media presence that consistently showcases projects, beneficiaries, partnerships, lessons learned, and outcomes can strengthen donor confidence and demonstrate organisational capacity.
NGOs should therefore consider incorporating a dedicated communication and visibility component into grant proposals and project budgets. Funding for communications and visibility should not be viewed as an optional extra, but as an investment in organisational sustainability. If impact is not visible, it is often difficult for potential supporters to appreciate the value of the work being undertaken. Having a dedicated communications officer is also recommended.
Social media also supports indirect fundraising. By regularly sharing stories of change, beneficiary testimonials, project milestones, and community impact, NGOs can attract the attention of donors, corporate partners, and philanthropists who may not have been previously aware of their work. Many funding relationships begin with visibility and awareness long before a formal funding application is submitted.
For corporate social responsibility (CSR) partners, visibility is often part of the value proposition. Companies frequently seek partnerships that demonstrate their social impact to customers, shareholders, and the public. Organisations with strong social media visibility are therefore better positioned to attract and retain CSR funding support, creating a mutually beneficial relationship.
Finally, social media can facilitate direct resource mobilisation through local crowdfunding campaigns, online giving platforms, peer-to-peer fundraising, and the promotion of social enterprise products and services. When used strategically, social media becomes more than a communications channel; it becomes a powerful tool for building trust, expanding networks, attracting supporters, and unlocking sustainable funding opportunities.
In today’s funding environment, NGOs are no longer assessed solely on the quality of their proposals. They are increasingly evaluated on their visibility and ability to demonstrate impact in real time. Social media has therefore become an important component of resource mobilisation.
(This answer was provided by Barcos Mbakhwa, a Botswana fundraising and resource mobilisation expert, and Founder & Director of Supreme Global Solutions Consulting)
