Let’s face it—standing out as a nonprofit these days is tough. With so many organizations vying for attention and donor dollars, how do you make sure your message gets heard? One solution: team up with influencers. Yes, the same people who recommend their favorite skincare products or post viral TikTok dances can be powerful allies in spreading your nonprofit’s mission.
Why? Because, influencers have already built trust with their audiences. They know how to connect, tell stories, and drive action.
According my absolute favorite yearly research study (yes, I’m a data nerd!), the 2024 M&R Benchmarks Study, about half of the nonprofits surveyed are already using influencers to amplify their reach, with some opting for paid partnerships and others blending paid and unpaid collaborations. The numbers don’t lie: it’s a strategy that works.
Let’s dive into why nonprofits are leaning into influencer marketing, how they’re doing it effectively, and some inspiring examples to show what’s possible.
Why Use Influencers in Nonprofit Advocacy?
Personal Connection
Influencers build deep trust with their audiences. Their personal connection helps humanize your cause and makes it relatable to their followers.
Expanding Reach
Platforms like TikTok saw nonprofit audience growth of 112% in 2023, outpacing other platforms. Influencers are vital in reaching younger demographics on platforms where you might not yet have a strong foothold. If you’ve been struggling to find followers on YouTube, Instagram, Bluesky, or TikTok, influencers can open countless digital doors for your organization.
Driving Engagement
Influencers not only broadcast your message but also spur meaningful action, whether it’s donations, petitions, volunteering, or participation in events. They create two-way conversations that build long-term relationships.
Cost-Effective Awareness
Collaborations, especially unpaid or mission-aligned partnerships, can be more budget-friendly than traditional advertising. According to the M&R Report, of the nonprofits working with influencers, 48% worked with influencers but did not pay for promotion. In addition, 30% of the nonprofits used a blended approach, working with both paid and unpaid influencers.
Best Practices for Nonprofits Using Influencers
Choose Mission-Aligned Influencers
Select influencers who have demonstrated interest or alignment with your cause. Authenticity is key to ensuring their audience trusts their support for your mission. Get to know your influencers before engaging with them. Follow their social media channels and engage with them and their followers. This will ensure you’re aligned and have trust before moving forward.
Consider their Reach but Don’t Rely on It
Mission alignment is infinitely more important than number of followers. 77% of nonprofits with active efforts worked with influencers with fewer than 10,000 followers, and 85% worked with influencers with 10k–100k followers. In many cases, these smaller influencers are active in issue areas relevant to your mission or are able to reach your specific audiences.
Blend Paid and Organic Relationships
According to the M&R Benchmarks, nonprofits that combined paid and unpaid influencer strategies reported higher engagement and ROI.
Provide Storytelling Tools
Provide your influencers with compelling stories, high-quality brand visuals, copy guidelines, relevant backlinks, and clear CTAs to ensure consistent and credible messages.
Measure Impact
Use tools like UTM links and social listening to track the reach, engagement, and actions driven by influencer campaigns.
Creative Strategies for Success
- Host Virtual Events: Influencers can host live Q&A sessions, workshops, or behind-the-scenes tours with nonprofits to foster real-time interaction.
- Think Local: Working with local influencers is a highly effective way to create a deeper, more personal connection with your community. Partner with influencers to host events like charity walks, neighborhood cleanups, or advocacy days.
- Collaborative Campaigns: Partner with influencers on creating branded hashtags or challenges to engage audiences directly.
- Tap Your Staff: If you have employees who are active on social media, they are natural brand ambassadors. Have them create “Behind-the-Scenes” stories about your programs and impact.
- Leverage Video: Influencers on Instagram Reels, TikTok, and YouTube Shorts drive unparalleled engagement, especially with storytelling formats.
Influencers Can Be Your Secret Weapon
Working with influencers isn’t about hopping on the latest trend—it’s about meeting people where they are and creating connections that matter. Whether you’re partnering with a TikTok advocate to spark a viral challenge, teaming up with a local food blogger for a charity event, or inviting a small-town educator to share your nonprofit’s impact, influencers can help you amplify your message in ways that traditional strategies just can’t.
The best part? You don’t need a massive budget or global celebrities to make it work. Sometimes, the micro-influencer who lives down the street or the trusted local leader in your community can bring the kind of authenticity and energy that turns passive followers into passionate supporters.
So, don’t overthink it. Start small, get creative, and let influencers help tell your nonprofit’s story in a way that resonates. You’ve got a mission worth sharing—find the voices that can help amplify it. Let’s get out there and make some mission magic happen!
If you’re ready to take your nonprofit’s brand awareness and advocacy to the next level, let’s work together to craft an influencer strategy that gets results. Whether you’re just starting out or looking to optimize your existing campaigns, I’m here to help you build authentic connections and drive real impact.
Schedule a call today, and let’s get started!
