Social media is shifting, and charities are feeling the impact. With increasing concerns about misinformation, the rollback of fact-checking protections, and unpredictable algorithm changes, many organisations are rethinking their reliance on social media platforms. Some have already left entirely, such as the Royal Society for Public Health, while others, like Greenpeace UK, are significantly scaling back their presence to focus on owned channels.

That said, social media still has its place in reaching audiences—at least for now. The key is to adapt and make sure your charity’s online presence is not entirely dependent on any one platform. Here are three strategies to help you future-proof your communications:

1. Make Your Website the Hub of Your Content

Your website should be the primary source of news and updates, serving as a reliable and controlled hub for your organisation’s content. Unlike social media platforms, which are subject to algorithm changes and policy shifts, your website remains entirely within your control, ensuring long-term accessibility and consistency in messaging. Instead of posting lengthy updates directly on social media, consider publishing them as micro-blogs on your site and then sharing links across your chosen platforms.

Why?

• Ensures your content remains accessible, even if a platform removes or restricts your posts.
• Improves your website’s SEO, helping more people find your organisation through search engines.
• Encourages visitors to engage with your website, where they can learn more about your cause, donate, or take action.

2. Rethink Email Marketing

Email marketing remains one of the most effective ways to engage supporters—and in a time of uncertainty around social media, it’s more important than ever.

How to make email work for you:

• Grow your email list by offering valuable content, such as exclusive updates, impact reports, or free resources.
• Be consistent with newsletters—whether it’s monthly or quarterly, set a schedule and stick to it.
• Personalise your emails to improve engagement. Segmented lists based on donor type, volunteer status, or interests can make a big difference.

3. Stay on Social Media—But Use It Differently

If leaving social media isn’t feasible, consider shifting how you use it.

Alternative approaches:

• Consider a forum: If you have a large, engaged audience that likes to comment and interact, a forum could be a great way to foster community discussions.
• Stop relying on direct posting: Use social platforms as distribution channels rather than engagement hubs. This approach ensures that your content remains accessible even if social media policies change, reduces the risk of posts being suppressed by algorithms, and drives more traffic to your website, where you have full control over messaging and engagement. Post links back to your website instead of lengthy status updates.
• Be selective: Not all platforms are worth your time. Identify where your audience is most engaged and focus your efforts there.
• Explore new spaces: Consider alternative platforms that align with your values, such as Mastodon, Bluesky, or LinkedIn Groups, depending on your audience.

4. Leverage Partnerships & Collaborations

Charities can work together or partner with relevant organisations to amplify their messages. Guest blogs, joint email campaigns, or cross-promotions can help reach new audiences.

5. Content Diversification

Since social media is becoming unpredictable, charities can look into diversifying content formats. Podcasts, webinars, or short video series hosted on their website can offer fresh ways to engage supporters. Tools like Anchor for podcasting, Zoom for webinars, and YouTube or Vimeo for video hosting can make content creation and distribution more accessible.

6. Advocacy & Direct Engagement

With concerns over misinformation and shifting policies, charities can encourage supporters to engage directly by writing letters to policymakers, attending events, or taking part in online petitions.

7. Community-Based Engagement

Instead of relying on large social media platforms, charities could create private, invite-only communities via tools like Slack, Discord, Mighty Networks, or Mastodon, where engagement is more direct and meaningful.

8. Offline Outreach

While digital is key, reinforcing offline engagement through printed newsletters, local events, or phone outreach can help build a well-rounded approach that doesn’t rely solely on online channels.

Final Thoughts

Social media is changing, and charities must be proactive rather than reactive. Strengthening your website as a content hub, prioritising email marketing, and using social platforms strategically can help ensure long-term digital stability and audience engagement. By strengthening your website, building an engaged email list, and being strategic about social media use, your organisation can maintain a strong online presence—without being at the mercy of algorithm changes or policy shifts.

Now is the perfect moment to rethink your digital strategy. What steps will your charity take to stay ahead?