This is lesson fifty-two. This is towards one of our missions. Education.
You'll learn everything about marketing - from the basics to the most advanced strategies - for free, thanks to VellumWorks.
The Platform Problem
One of the most common questions charities ask is: "Should we be on TikTok?"
The better question is: "Where are the people we most want to reach and what do they want to see there?"
Being everywhere is not a strategy. Being effective in fewer places is.
A Guide to the Major Platforms
Who's there: Broad age range, especially 35–65+. Strong for local and community charities.
Best for: Community groups, event promotion, fundraising, longer updates, sharing links.
Charity note: Facebook's fundraising tools (donate buttons, birthday fundraisers) are among the most powerful of any platform.
Who's there: 18–40 primarily. Highly visual audience.
Best for: Impact photography, short videos, stories, behind-the-scenes content, Reels.
Charity note: Visual storytelling thrives here. If you have strong photography of your work, Instagram is essential.
Who's there: Professionals, corporate partners, grant-makers, major donors.
Best for: Thought leadership, partnership outreach, corporate fundraising, recruitment.
Charity note: Often overlooked by charities, but highly effective for reaching business supporters and trusts.
X (Twitter)
Who's there: Media, journalists, campaigners, policy professionals.
Best for: Campaigns, real-time commentary, advocacy, sector networking.
Charity note: Particularly valuable if your charity does any campaigning or policy work.
TikTok
Who's there: Under-35s, increasingly mainstream.
Best for: Short, authentic, human video content. Humour, emotion, education.
Charity note: High organic reach potential. Less suited to formal messaging — works best when it feels unscripted and genuine.
YouTube
Who's there: All ages. Highest time-on-platform of any social channel.
Best for: Long-form content, documentaries, impact stories, educational series.
Charity note: Pairs well with a newsletter or course-style content. Helps build deep trust over time.
How to Choose: Three Questions
1. Where is your audience? Think about the age, profession, and habits of the people you most want to reach. They will tell you the platform.
2. What kind of content can you realistically produce? Great photography → Instagram. Strong writing → LinkedIn or X. Video capacity → TikTok or YouTube. Community focus → Facebook.
3. Where does action happen for you? If your goal is donations, Facebook's fundraising tools are hard to beat. If it's partnerships, LinkedIn. If it's youth volunteers, TikTok or Instagram.
The Rule of Two
If you are a small charity, aim to be excellent on two platforms rather than mediocre on five.
Consistency and quality beat volume every time.
Choose your two based on where your audience is, what you can create, and what your goal is.
10-Minute Exercise: Pick Your Two
Answer these questions:
Who is the primary person I want to reach? (Age, background, behaviour)
What content am I most able to create consistently? (Photos, video, writing)
What action do I most want social media to drive? (Donations, volunteers, awareness)
Map your answers to the platform guide above. Your top two platforms will become clear.
Why is this important to know?
Charities waste enormous amounts of time and energy spreading themselves across platforms where their audience isn't and where their content doesn't fit.
Understanding which platforms are right for you isn't just helpful. It's the difference between social media that drains your team and social media that actually works.
At VellumWorks, we believe knowledge should be free. That's why this series will guide you, step by step, through everything from the basics to the most advanced strategies in marketing: no jargon, no gatekeeping, just education that empowers.
