Why social media is becoming less reliable for community fundraising
For more than a decade, social media has been the primary way many charities share fundraising events and reach supporters.
But social media platforms, and the ways people use them, are changing. For volunteer-run organisations that rely on posts to promote events, these shifts may be quietly reducing fundraising reach.
How social media became central to community fundraising
Over the past fifteen years, social media platforms, particularly Facebook, have become one of the most important communication tools for charities, PTAs and community groups.
They provided something that previously required mailing lists or printed flyers: a free way to reach hundreds of supporters instantly.
Event announcements, fundraising updates, sponsorship appeals and volunteer requests could all be shared with minimal effort.
For many small organisations, this meant social media effectively became their primary marketing channel.
But social media behaviour is changing
Research and reporting increasingly suggest that people are posting less publicly on traditional social networks than they once did.
Many users now share content more privately through messaging apps, smaller group chats, or closed communities rather than broadcasting updates publicly to their full network.
At the same time, algorithm-driven feeds mean that posts are shown to fewer followers unless they generate strong engagement.
As a result, even when organisations continue posting regularly, fewer supporters may actually see those updates.
Source: BBC Worklife — Why did our friends stop posting on social media?
Younger supporters are also using social media differently
Younger audiences increasingly favour different types of platforms and communication styles than the networks many charities built their fundraising presence on.
While older supporters may still follow organisations on Facebook, younger users often spend more time in messaging apps, short-form video platforms or private groups.
This shift means that a post which might once have reached hundreds of supporters organically may now reach far fewer.
For organisations that rely heavily on social media to promote fundraising events, this can gradually reduce visibility over time.
What this means for community fundraising
Most community fundraising still relies on participation: supporters attending events, sharing sponsorship links, or encouraging friends to donate.
When fewer people see event announcements, participation can decline even when community interest in the cause remains strong.
This does not mean social media has stopped being useful. But it does mean relying on it as the only way to promote fundraising activity may become less reliable over time.
Adapting to a changing communication landscape
Many organisations are responding by combining social media with additional digital touchpoints.
- Simple fundraising pages that supporters can share directly
- Email updates for core supporters
- QR codes at community events
- Clear online donation links
These approaches help ensure that supporters who want to give can do so quickly, even if they encounter the fundraiser outside of social media.
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