How nonprofits can be authentic on social media

“Authenticity” has become a marketing buzzword over the last few years. In 2023, it was Merriam-Webster’s word of the year. This idea of being “real” has also been called by other names: transparency, being genuine, or being unfiltered.  

Forty-seven percent of all consumers prioritize authenticity as a quality they look for in social media posts by influencers. However, for Gen Z, the same percentage prioritizes follower count, while only 35% care about authenticity. Gen Z leads in seeking brand trust, with 79% believing brand trust is more important now, more than ever.   

But what does the kind of authenticity that inspires trust look like on social media? Here’s how Candid demonstrates authenticity and how you can apply similar tactics in your organization. 

How Candid shows authenticity—and how your nonprofit can, too 

Authenticity can mean a range of things, from showing imperfections, to being transparent, to speaking unscripted. At Candid, we follow these steps to create real content that feels genuine to who we are as an organization.  

1. Feature real people 

One way to build authenticity is featuring real people in your content. Posts with real people get 38% more engagement on social media. Candid regularly showcases staff in photos and educational videos. Instead of utilizing only social media managers, these videos spotlight colleagues who bring their unique knowledge and passion to the table. This approach builds trust by demonstrating credibility through individual team members’ expertise.  

Similarly, you can highlight the voices of colleagues directly involved in their programs on the ground. Ask staff members or volunteers to share tips and advice from their unique perspectives.  

2. Humanize your organization 

Younger generations, particularly Gen Z, are especially attuned to how social media is used for marketing and are quick to notice when videos feel overly planned or scripted. Candid creates spontaneous quiz videos that capture real answers from our team—even if those answers aren’t polished, perfect, or right. This unscripted content is fun, relatable, and shows the human side of our nonprofit.  

Nonprofits looking to connect with younger audiences should lean into the imperfect, unscripted moments that resonate with them. Use your phone to capture your team in action or ask them to answer trivia questions or share advice.  

3. Prioritize sharing information  

People log onto social media to be informed, educated, and entertained, not to click on links. Candid gives audiences the information they need before prompting the audience to take an action—like going to Candid’s website. We summarize the key points and tips that will be useful to our audience. And if they want to learn more, then they can find a link. This approach ensures that our audience feels they’re gaining something of value—not just being asked to take an action. 

Consider having your nonprofit share tips, insights, or data that your audience will find meaningful, and let the call to action flow naturally from that content. 

4. Let your work speak for you 

Actions speak louder than words when it comes to authenticity. Sixty-four percent of Americans ages 18-42 believe that brands should make it easier for consumers to see their companies’ values. Sixty-five percent of consumers say their purchasing decisions are influenced by the words, values, and actions of a company, and 81% said being able to trust a brand to do what is right is a deciding factor in their purchases. Candid achieves this by using data and research to demonstrate how our work supports nonprofits and helps them succeed. 

Nonprofits can apply this principle by regularly sharing updates on their progress, whether it’s the number of people helped, programs implemented, or milestones achieved.  

5. Be transparent in your challenges and progress

Being open about both successes and challenges can help build trust. Transparency isn’t just about celebrating wins; it’s also about showing the obstacles you face and how you’re working to overcome them. Eighty-six percent of Americans say transparency is more important than ever before, and 40% attribute this to social media. Candid uses social media to share how we’re tackling challenges, from remote work policies to rethinking our annual report. And our failures, such as our big swing at using video on social media.  

You and your nonprofit can do this by being upfront about progress and their lessons learned. This not only strengthens credibility but also creates a stronger connection with funders and supporters who act on trust and honesty.  

Authenticity is about showing your organization is human-focused, genuine, and relatable. For nonprofits, this means focusing on what matters most: the people you serve, the supporters who believe in your mission, and the story you want to share. Highlighting the voices of your team and community, sharing useful information, and being open about your challenges and successes can help create stronger connections to your audience—both online and in person.