Concerning marketing, Facebook is the biggest change that nonprofits have ever witnessed. It has become a leading engagement tool that is a lifeline for many businesses. It gives nonprofits access to new revenue streams. Research points out that social media has changed how many nonprofits think about the role of technology in fundraising. An organization with a vast social media reach has an obvious advantage over the others when it comes to fundraising. Research by Diarmuid McDonnell found out that using digital platforms affect fundraising positively.

For instance, the study discovered that an increase in the number of likes on a nonprofit organization’s Facebook page leads to a rise in the number of donations.  Also, the increase in the number of Facebook posts made raises the amount of money received by a nonprofit. Social media gives an opportunity to both small and big nonprofits to reach their audiences. Unlike traditional offline means that require significant capital investments for an organization to reach potential donors, social media gives small nonprofits an ability to punch way above their weight and raise more money through their campaigns.  

Effectively using social media allows nonprofits to tell the world about their charitable works. It enables companies to engage those that support and appreciate their work and reach those who have access to the internet but have not heard about their charitable activities. By engaging social media users, you can set your organization up for success by taking advantage of the massive opportunities of the highly connected social media world characterized by people who share stories.

Unlike television and billboards, that are expensive, access to social media allows smaller nonprofits to reach large audiences that TV adverts cannot reach easily. Although online marketing campaigns still require some form of financing that the larger organizations have, they are cheaper compared to the offline ones. The trends in social media platforms such as Giving Tuesday hashtags helps people donate to a nonprofit of their choice. Therefore, smaller nonprofits can take advantage of this to improve their revenue. Through social media, apps and websites that let users create content and share them, organizations that run on small budgets can achieve their marketing goals faster and effectively. If done well, social media messages can help nonprofits to engage supporters, capture them and retain their donation. These platforms can enhance a nonprofit or brand and may substantially support fundraising.

For social media marketing to work as desired however, social media campaigns should never be left to an intern or treated as a side venture. Instead, it should be integrated into the organization’s overall marketing strategy. It should also be aligned to the nonprofit's goals to suit the purpose and should be dedicated to specific, qualified staff members. Additionally, frequent posts and interactions with the potential donors are encouraged to increase visibility and engagement.