It Takes a Village: 6 Non-Comms Roles That Can Strengthen Your Nonprofit's Social Media

Most people assume social media belongs solely to the communications team. But if you’ve ever managed a nonprofit account (or know someone who has) you know how unrealistic that is.

The truth is, successful social media is all about collaboration.

Behind every post that makes someone feel, share, or give is a ripple effect of work that starts long before it’s ever scheduled. Work that often comes from people who don’t have “marketing” in their job title.If your nonprofit’s social media feels like it’s always scrambling for content or relying on one person to do it all, this is your reminder: you’re allowed to ask for help.

In fact, you’ll build a better online presence when you do.

Here are 6 team members—outside of comms—who can make your social media strategy stronger, more sustainable, and way less stressful.

1. Program Staff

Your programs are the mission. And no one knows your impact stories better than the people delivering your services on the ground.

They’re hearing quotes from community members, witnessing moments of transformation, and interacting with the real humans behind your mission stats. 

That’s gold for social.

How they can help:

• Text you a quick story or quote from the field once a month.
• Snap a photo (with permission) during a meaningful moment.
• Let you know when something special happens, like a client success, partnership milestone, or program launch.

Even a one-sentence update can become a powerful post when it’s rooted in real impact.

2. Fundraising/Development Staff

Development teams often see the flip side of the same coin: why people give.

They hear donor stories, write compelling cases for support, and know which programs or outcomes are emotionally resonant. Plus, they have visibility into campaign goals and timelines that social media can support.

How they can help:

• Flag meaningful donor quotes or testimonials you can share.
• Collaborate on messaging for giving campaigns.
• Give context around what’s working in appeals and newsletters (so you can translate it to social).

This is one of the most underused internal partnerships; when comms and fundraising collaborate, donor engagement skyrockets.

3. Volunteer Managers

Volunteers are often your organization’s most enthusiastic supporters. Their stories are inspiring, relatable, and often overlooked.

And no one is better positioned to surface these stories than your volunteer manager.

How they can help:

• Send one volunteer spotlight per month with a short quote and photo.
• Share thank-you notes, feedback, or messages from volunteers.
• Highlight events where volunteers can be celebrated visually.

These kinds of posts build community, increase retention, and show future volunteers what it feels like to be part of your cause.

4. Human Resources or People Ops

Yes, your HR team can be a huge asset when it comes to your social media success, especially if you’re hiring, onboarding, or simply want to show the heart behind your organization.

People want to work for purpose-driven organizations. Your social feed is often where they go first to learn what your organization values  and what kind of people work there. Whether you’re hiring now or later, cultivating an inviting workplace will make it easier to find the right people for the right role when the time comes.

How they can help:

• Coordinate employee spotlights and “Meet the Team” posts.
• Share milestones like work anniversaries, birthdays, and new hires.
• Loop you in on internal events that could be worth sharing externally.

Culture posts aren’t fluff. They build trust with prospective employees, funders, and partners.

5. Finance and Data Team

These team members might not see themselves as content contributors, but they hold some of your most powerful stories in the form of numbers.

When translated well, those numbers can make a big impact online. People do want to see where their money goes and how change is being measured.

How they can help:

• Share clear impact stats for social graphics.
• Flag milestones like budget wins, expense savings, or donor retention rates.
• Collaborate with marketing and comms teams to turn a dense report into bite-sized insights.

Pro tip: Ask for one stat per quarter that tells a story. Then design around it.

6. Your Leadership Team

No, your CEO doesn’t need to post every day. But leadership buy-in, and occasional participation, can take your strategy to the next level.

Audiences care about authenticity. And when an executive or department head steps forward to share something meaningful, it builds credibility and deepens trust.

How they can help:

• Post (or co-write) a message for Giving Tuesday, campaign launches, or important milestones.
• Share insights or reflections from their unique point of view.
• Appear in short-form videos talking about the mission or vision.

Just one strong post a month from leadership can help set the tone for your entire brand.

You Don’t Have to Do It Alone

If you’re a social media manager, chances are you’re wearing 10 hats already. Asking for help can feel vulnerable, but it’s also one of the most strategic things you can do.

The more your team understands that social media is a shared responsibility, the more powerful your online presence becomes.

It’s time to stop expecting your SMM to carry the whole mission on their shoulders, and start building a content culture that’s collaborative, sustainable, and full of heart.

About the Author

Brynne is a strategist for NGOs and purpose-driven businesses.

Working with NGOs, thought leaders, and policymakers in DC for the last decade, she specializes in getting people to care about complex issues that might otherwise get ignored.

Her team at Cause Fokus uses empathy-based marketing to turn passive audiences into loyal advocates.