What if you could speak a thousand words about your nonprofit organization?
What would you say?
You’ve heard it before: a picture speaks a thousand words. So every time you share an image about your nonprofit, you’re essentially making a giant statement about it.
Social media platforms like Instagram are key for a nonprofit organization’s strategy, because every image conveys a message about you. It’s also another way to have the good you’re doing in the world be seen, supported, and shared.
What are some of the best practices for nonprofits on Instagram? We’re going to answer that with 15 stellar examples of nonprofits who are nailing it on Instagram.
Plus, we’ll finish this top-players list with a quick cheat sheet for yourself, to give you handy takeaways you can start doing now.
Instagram for Nonprofits FAQs
Before we get to showing you our favorite examples of nonprofit Instagram accounts, let’s talk about Instagram for nonprofit organizations more generally. Here are some of the most common questions we hear from many nonprofits about using Insta as a social network.
1. Is Instagram good for nonprofits? What social media platforms should nonprofits use?
Like all social networks, Instagram has a particular user base and if you’re trying to connect with those users, it will be a good fit for you. Specifically, Instagram tends to be used by younger people, which makes it a great place to approach new donors. Additionally, Instagram has great potential because it’s so visual. People respond to pictures and graphics, so your Instagram account is your chance to really showcase your nonprofit through pictures and videos.
If you’re wondering what other social media channels you should be using, check out our Comprehensive Guide to Social Media for Nonprofit Fundraising. The tl;dr (too long; didn’t read)? You should definitely have a Facebook page, but most other platforms will depend on your target audience and what you’re trying to accomplish with your social media presence.
2. How should nonprofits use Instagram?
If you’re just starting your Instagram account, it can feel overwhelming, especially because every post needs to include an image. One great way to make it more approachable is to start by sharing pieces from accounts with big follow counts. You can also create graphics super easily in apps like Canva (which offers a free premium account to nonprofits). It’s generally a good idea to include both text and graphics in your Instagram posts, whether that’s adding text to your images or thinking carefully about the captions you post.
You can make those captions more powerful by researching the hashtags that are most popular in your field and including them where it’s relevant. If your vibe is more casual, you can even think about using popular memes or GIFs to create a call to action.
Fit Instagram into your digital marketing strategy
Remember that Instagram is just one of many digital marketing tools (among others like email marketing, an optimized website, and other social networks) so it’s important to make Instagram fit into your nonprofit marketing strategy as a whole. You can execute your content strategy efficiently when you schedule posts ahead of time for free on Facebook’s Meta Business Suite or another platform like Planoly or Later. You can also use the Meta Business Suite to post ads.
3. How do nonprofits get on Instagram?
If you’re just starting on Instagram, you’ll want to create a business profile instead of a personal one. Your nonprofit’s Instagram business account will give you a few benefits: you have access to different analytics, you can add contact information to your profile, you can get access to the donation stickers feature, and you can run Instagram ads. This guide from Instagram walks you through the process. You’ll also want to make sure you link your Instagram to your nonprofit’s verified Facebook page.
4. How do nonprofits gain new followers?
Instagram doesn’t have an exact formula that will get you new followers, however there are some tips that can help you reach more Instagram users. One strong rule of thumb is that posting consistently on your Instagram account is the best way to start building your following. You don’t need to post more than once a day, but make sure you have new content a couple of times a week.
Here are some other strategies that can help nonprofits on Instagram extend their reach:
- Share stories and save important stories to your highlights
- Use video whenever possible (hello, Instagram Reels!)
- Interact with your followers when they comment or message you
- Use campaign hashtags that are popular in your field
- Try to post a variety of content on your Instagram feed instead of things that all look and feel the same
5. How do you ask for donations on Instagram?
In order to add a donate option on your Instagram account, you have to be approved to use Facebook Charitable Giving Tools. Instagram has a breakdown of the process here. You can also allow your audience to add donation stickers for your nonprofit to their posts. (hello, peer-to-peer fundraising!)
In addition, don’t be afraid to include direct asks in your Instagram posts and stories. When you highlight the impact you’re making or post about the problem you’re addressing, include information about how to donate. You can also use Instagram ads to get your ask out to a bigger portion of your target audience.
15 Best Nonprofits on Instagram
1. World Bicycle Relief
World Bicycle Relief provides bikes for rural Africans to improve their livelihood. This Instagram account shows a captivating collection of smiling faces and portraits of humans whose daily lives have been transformed by owning a bike.
Although Africa has beautiful landscapes and majestic animals that provide plenty of social media fodder, this nonprofit didn’t focus on those. Instead, they chose to spend more time on the human impact of their mission.
What They’re Doing Right
- Using human centric images that connect to viewers’ hearts
- Featuring youth and others directly helped, in order to show actual impact achieved
- Sharing smiling faces of clients shows their positivity despite difficult lives
- Having great lighting in every photo creates a sense of hopefulness
- Including bicycle photos to show the physical product donated
- Using images of people with their bicycles to tell the story of transformed lives
2. Neverthirst
Neverthirst provides water solutions for North Africa and Southern Asia. What makes their Instagram feed stand out is how the images show dire need for clean water, interspersed with the joyful images when communities receive it.
This nonprofit effectively demonstrates to Instagram users the risky situation of families and individuals who are relying on foul, muddy water. Their Instagram posts share the stories of how individuals access water in underserved communities, and focus on how it impacts their lives.
What They’re Doing Right:
- Demonstrating the urgent need that their work addresses
- Including pictures of dirty water to illustrate crisis
- Featuring people who are experiencing water shortage
- Sharing images of work being done to help those in need
- Showing a “behind the scenes” perspective with those working on the ground
- Communicating success through images of families they have helped
3. World Help
World Help is a humanitarian organization with a variety of projects such as assisting refugees, fighting human trafficking, and sponsoring children, among others.
The great thing about their Instagram page is how they highlight individuals so they can share each person’s personality, daily activities, and needs. Next to this, they share infographics that show how much a donation can provide, so donors know their impact.
What They’re Doing Right:
- Focusing on the individual stories of the people they’re helping
- Utilizing carousel posts to break up information
- Showing youth in their context e.g. studying, to help potential donors understand backstory
- Regularly thanking donors and sharing success stories
- Using positive, smiling faces that portray hope
- Featuring omages of special campaigns e.g. supplies to Ukraine to show quick response to crises
4. Earth Rights
Earth Rights fights environmental injustice and protects human rights. They know how to work Instagram by creating beautifully photographed, highly shareable content.
While their work does center on the environment, many of their Instagram posts focus on the humans they are impacting, with well-lit and moving portraits of people in wilderness spaces, protesting, and connecting with nature.
What They’re Doing Right:
- Focusing first on people and projects central to their mission
- Creating robust story highlights so followers can learn about their causes, but also their staff to see who’s doing the work
- Regularly sharing updates about legal developments on their Instagram feed
- Creating shareable graphics with pertinent statistics and information
5. Roots and Shoots
Roots and Shoots is a project of Jane Goodall Institute that promotes literacy in Indonesia and spreads awareness about deforestation.
In this nonprofit’s case, the visionary Jane Goodall is central to the organization’s image. So it makes sense to highlight her active involvement on Instagram. Goodall’s high profile serves to drive support for their cause.
What They’re Doing Right:
- Featuring the visionary Jane Goodall and highlight her strong involvement
- Highlighting branded merchandise e.g. Roots and Shoots slogan t-shirts
- Offering recipes that are environmentally friendly to engage followers in new ways
- Sharing content about partner causes, like International Day of People with Disabilities
6. To Write Love On Her Arms
To Write Love On Her Arms supports people struggling with depression, addiction, and self-harm. They’ve done an incredible job of reaching out to their target audience on Instagram through event photos, branded merchandise, and original graphics!
Each of their posts also drives engagement. Instead of merely posting pictures, this nonprofit stirs up conversation by really engaging with the difficult conversations around suicide and self-harm, for example in this excerpt post that sends readers to a blog.
What They’re Doing Right:
- Driving conversation by addressing the stigma around suicide and self-harm
- Sharing inspirational content that is a part of completing their mission by offering hope to those struggling
- Using Reels to show off their tools and resources
- Sharing personal stories and quotes that create an intimate feeling
7. Charity:water
Charity:water is an organization that brings clean drinking water to communities around the world. Their Instagram presence uses real photos of the people they serve to personalize their mission and highlight their impact. In conjunction with the photos, they include individual stories about the people they’re helping, so donors and supporters understand how clean water impacts real human lives.
What They’re Doing Right
- Styling all their images and videos with consistent branding
- Personalizing stories so donors can connect a name to their impact
- Using short videos that highlight an element of their programs or services
- Focusing on high quality photos draw the viewer in
- Creating a context for who donors are helping by using photos of someone in their everyday lives
- Sharing images and highlights of their supporters from events
8. The Conservation Fund
The Conservation Fund is an organization that preserves wild spaces, with a focus on environmentalism. Their Instagram profile features absolutely beautiful photos of the areas they protect, simultaneously showing donors and supporters their impact and educating the public about the natural features of the United States. Their Instagram is particularly cool because they are actually enacting their mission of providing greater access to nature through the pictures and stories they share.
What They’re Doing Right
- Including beautifully branded content for campaigns like #GivingTuesday
- Focusing on what is at the heart of their work: nature. Most of their images are not designed graphics, but simply photos of the lands they protect
- Highlighting of specific programs, including impact statistics and quotes from those involved
- Sharing captions that include stories and information about the places they’re highlighting, helping to educate the public on what is unique and important about each place
- Consistently using popular hashtags and tagging relevant people to further their reach
9. Kaboom!
Kaboom! works directly with communities to address playspace inequality by building play areas in conjunction with the kids who will use them. Their whole brand is fun and brightly colored, and their Instagram page reflects it beautifully with pictures of smiling kids and plentiful use of their brand purple. You instantly get the sense that these people are all about play.
What They’re Doing Right
- Highlighting their success stories, whether it’s an award, a new playground built, or a completed initiative
- Using their photos to educate supporters about what they’re doing and their values through infographics as well as images of the children who benefit from their playgrounds
- Sharing some posts that aren’t directly mission focused, like a reminder to vote: this helps create a sense of relationship with their Instagram community
- Incorporating awareness months to focus on particular communities and needs
- Tagging and highlighting their partners, which is a great way to get your partners to share your content and expand your reach
10. Doctors Without Borders
Doctors Without Borders is an incredibly established nonprofit that provides medical aid around the world. Their Instagram has a personal feel, with a lot of videos that educate followers about what the organization is doing and issues they’re facing. Many of the videos follow current social media trends, like the tiny microphone, which gives the whole brand an approachable vibe.
What They’re Doing Right
- Using lots of video content: videos tend to get higher engagement than photos
- Featuring people who are working in their programs around the world are featured in their videos, whether it’s a doctor in Mexico sharing a day in the life or an Uber driver whose singing brings joy to patients
- Because their field involves continually changing information, sharing news updates as they happen
- Including personal stories included throughout their content, and help to organize it by creating specific campaigns like “Abortion Stories” or updates from different areas
- Making robust use of the “highlights” section for Instagram stories, where you can save stories in different categories for easy access
11. Pencils of Promise
Pencils of Promise focuses on providing education around the world and their Instagram profile focuses on the children who receive that education. Not only do they highlight their impact, they also showcase the volunteers and donors who make their work possible through genuine thank you posts. They also share statistics that show off what they’ve accomplished through their work.
What They’re Doing Right
- Creating posts in series by using templates: for example, all their posts highlighting statistics use the same graphic elements
- Using branded icons for their story highlights so it’s easy to find what you’re looking for
- Sharing images of the students they’re helping and what their work looks like on the ground so donors can feel closer to the work
- Highlighting awards, news, and information about their staff so donors know who’s doing the work behind the programs
12. National Public Radio
National Public Radio (NPR) may be one of the best known nonprofits in the US. Because they have tons of content in the form of news stories and podcasts, they make great use of their linkin, a way to organize and share links together with images. It’s a great way to get around the fact that Instagram only allows a single link in your bio and they show off its use beautifully.
They create a memorable and engaging Instagram feed by including photos, illustrations, graphics, and videos instead of a single type of content. With each post, they share a piece of the story and add in a CTA to get followers to head to their site for the full story.
What They’re Doing Right
- Funneling Instagram users to their website by sharing only a portion of the news story in each post
- Using hand drawn illustrations instead of designed graphics to give their content a more personal feel
- While their stories are primarily radio, including video of many of the stories
- Tagging their producers, hosts, and staff in segments to increase shares
13. Oxfam America
Oxfam America fights equality across the globe through a wide variety of initiatives, and they use their Instagram to highlight the many programs they run. With a wide variety of content, they highlight what’s happening on the ground as well as the larger reasons they’re doing the work so people can see the details and the big picture.
What They’re Doing Right
- Including statistics that explore the inequalities they’re fighting
- Using photos from their work on the ground to show the people who are impacted
- Mixing in posts that simply state their positions without asking their followers to do anything
- Giving suggestions for how followers can make a difference, whether through voting, reaching elected officials, or donating to Oxfam
14. Keep a Breast Foundation
The Keep a Breast Foundation works to reduce breast cancer around the world, with a special focus on prevention. Their brand becomes immediately obvious when you visit their Instagram profile: they use bright, pastel colors with a focus on pink, and feature women in their communities smiling and enjoying their lives.
Their content is not just inspirational, but also educational, with information about self checks for breast cancer and highlights of artists and partners.
What They’re Doing Right
- Creating a community feeling by showcasing their volunteers and staff as well as their partners. They work with influencers to build partnerships that extend their reach
- Giving lots of ways to participate with them, including a #checkyourselfie challenge that asks followers to share a selfie with the hashtag
- Thanking their partners and supporters regularly
- Letting their fundraising themes inspire them to share fun and helpful content, like an ASMR workout in conjunction with their workout fundraiser
- Building a sense of Instagram community by coining the term “breasties” to describe their followers and using consistent language like “check yourself” to remind followers to do breast cancer self checks
15. UNICEF
UNICEF works to support children around the globe, whether through education, food, or protection from violence. Their accounts (and they have a variety to focus on their work in different countries) showcase impact. Most of their posts feature images or videos of the children they support, with text sharing the challenges these children face.
What They’re Doing Right
- Showing the need: many of their posts mention the problems children around the world are facing, from flooding in Pakistan to food shortages in Kenya
- Using images and video of the work that they’re doing to directly address these challenges, creating stories for their followers
- Including image descriptions for their vision impaired followers, making the account more accessible
- Sharing their position statements on developments that impact the areas they work, so followers know their values and approaches
These nonprofits are doing a great job of leveraging Instagram, and they’re setting an excellent example for the rest of us to learn from.
To sum it up, we’re giving you a quick cheat sheet on the best practices from all these nonprofits.
Quick Cheat Sheet on How to Rock Instagram As A Nonprofit
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