How charities can use social media, content and influencers
In short
Charities can reach more people on social media by working with ambassadors who care about the cause and posting short, low-cost clips. Mathew Lewis-Carter shared how to find micro-influencers and adapt one clip for several platforms. Luke Hodson explained that young people favour causes that fit their identity and values, so charities should think culture first.
In this in-person session, two speakers shared how charities can use social media, content and influencers to reach more people. Mathew Lewis-Carter, content creator and co-founder of Gingernuts Creative, explained how to find ambassadors and make quick, low-cost content. Luke Hodson, founder of Gen Z culture marketing agency Nerds Collective, shared what draws young people to a brand or cause.
Key points
Ambassadors who care about your cause can give you social media exposure for free.
The content you need is probably already on your phone, and a 10 second clip is enough.
One clip can work on several platforms if you adapt the words to each audience.
Young people favour causes that fit their identity and values, so charities need to think culture first.
Authenticity matters more than follower numbers: a poor fit between influencer and cause puts people off.
Watch the full session below, including Luke’s walk-through of six Gen Z trends from his agency’s research and the audience Q&A. Under the video, we’ve summarised the key takeaways.
How to find ambassadors and influencers for your charity
Mathew, who has type 1 diabetes, said his most rewarding work is for Diabetes UK, and many creators feel the same about their causes. He also worked with a brand on an ebook about type 1 diabetes, which Diabetes UK and JDRF (now Breakthrough T1D) shared with their email lists. You don’t need a celebrity. His tips:
Ask your followers to tag someone who’d be a good fit in the comments.
Search hashtags on Instagram and TikTok, which many younger people now use like search engines.
Look for micro-influencers with a small, engaged following in your area of interest.
Do your research before you commit, and expect some people to approach you.
How to make short social media content for your charity
Mathew’s advice is not to overthink it. Platforms are built for 10 to 15 second clips, so you don’t need a production team. Find a clip from your last marathon or bake sale, add a line of text telling viewers why it matters to them, and post it on each platform with words to suit that audience. A thank-you message from someone you’ve helped, shared with their permission, makes a quick reel.
What Gen Z wants from charities
Luke focused on progressive young people, who he sees as most likely to volunteer. His trends:
Niche cultural communities matter more than broad personas.
Wellbeing over hustle: many are stepping back from pressure to be productive.
Shifting identities: shared passions and values say more than age or background.
Scepticism of institutions, which he believes includes charities, so give young people some control.
Pragmatism: content that’s useful, clear and honest.
Experimentation, including with AI, which he suggested small teams try in their creative work.
Why charities need to think culture first
Luke argued that charities compete for attention with the brands young people care about most, not just other charities. Young people prioritise causes that reflect their lifestyle and values. His answer is community: bring people together around a shared passion, online and in real life, with your cause at the centre. Brand partnerships can help you reach groups you couldn’t reach on your own.
Questions from the session
How do you turn social media views into action?
Mathew’s answer: post regularly, connect with people and keep your message simple and about the viewer. He has seen this grow sign-ups for charity fundraising events.
How can charities reach younger people without losing older supporters?
Luke recommended layered communication: speak to different audiences on different channels at different times, without changing how your core supporters see you.
Keeping your volunteer community connected
Once your content brings people in, Volunteero’s communication tools keep them connected with secure in-app chat, group chats and newsfeeds, and over 90% of messages are read. Book a demo to see how it works.
Related reading
About Mathew and Luke
Mathew Lewis-Carter is a content creator, co-founder of the social-first content agency Gingernuts Creative and a brand ambassador for Diabetes UK. Luke Hodson is the founder of Nerds Collective, a Gen Z culture marketing agency, and was named in the Forbes and Campaign 30 Under 30 lists.
Written by
Co-founder and CEO
Ashley Staines is the co-founder and CEO of Volunteero. After seven years in investment banking, he started it to make volunteering easier to organise.
