Should you care about... chasing the next social media platform?

The what

The social media exodus accelerated after X's acquisition in 2022, creating space for new players.

The nonprofit world is paying attention:

• 62% of nonprofits active on X have started building a presence on other emerging platforms.
• 2% of U.S. nonprofits use Threads.
• 4% of U.S. nonprofits use Bluesky.

The why

Here's the reality: social media fundraising works when done right. 32% of donors who give online report that social media is the channel that most inspires them to give. But effectiveness varies wildly by platform. Facebook/Meta results in an average Return On Ad Spend (ROAS) of $0.48 for fundraising ads compared to $0.03 on TikTok.

The emerging platforms offer different value propositions. Threads leverages Instagram's massive network for instant audience transfer. Bluesky provides algorithmic control and tight-knit communities. However, both lack proven fundraising tools and have smaller, less diverse audiences than established platforms.

For fundraising specifically, the numbers aren't there yet. 53% of nonprofits spend on social media advertising. Of those that spend on social media ads, 98% spend on Facebook. Neither Threads nor Bluesky offers robust advertising options for nonprofits.

Should you really care? It depends

These platforms offer genuine opportunities for early adopters willing to play the long game. If your Facebook and Instagram strategies are already driving results, experimenting with Threads and Bluesky could position you ahead of the curve.

But if you're still struggling to see ROI from established platforms, fix those fundamentals first. The fundraising infrastructure simply isn't mature enough on emerging platforms to justify shifting resources away from proven channels.

Do this now

1. Link your Meta accounts (Threads, Instagram, Facebook) to secure consistent handles and syndicate content across all three platforms with minimal effort — if you already have one running, it's a low lift to get the others active.
2. Test with existing content by repurposing 1-2 posts weekly rather than creating platform-specific content until you see engagement patterns worth the investment.
3. Monitor your existing donors who are active on these platforms — if a significant portion of your major donors migrate, prioritize following them there over chasing new audiences.