Influencer marketing isn’t just for big brands, it’s a powerful tool for non-profits too. Partnering with influencers can help you raise awareness, mobilize supporters and fundraise in an authentic way. But to make the most of these collaborations, it’s important to understand the influencer space and come to the table prepared.
Whether you’re new to influencer partnerships or just looking to refine your approach, here are 9 things non-profits should know before diving in.
Not all influence looks the same.
It’s tempting to chase big follower counts, but nano- and micro-influencers with 1K–100K followers often drive stronger engagement. Look for someone who aligns with your mission and has a real relationship with their audience, even if they’re not a household name.
Define your “why” first.
What’s the goal of your partnership? Are you trying to boost awareness of a campaign, drive donations or recruit volunteers? Having clear objectives will help you choose the right partners and communicate expectations from the start.
Influencers are professionals, so compensate accordingly.
We get it, many nonprofits are working with tight budgets. But that doesn’t mean influencer partnerships are off the table. Influencers may be willing to offer discounted rates for longer-term collaborations, so by showing respect for their time up front, you could open the door for deeper, more cost-effective partnerships down the line.
Explore creative formats and deliverables.
A single Instagram post isn’t the only way to work with an influencer. Consider a mix of content formats that aligns with your message and the influencer’s strengths, like a Q&A-style livestream, a story series, collaborative reels or a multi-post campaign. Interactive and diverse deliverables give your mission more visibility and allow creators to share in ways that feel authentic to them and their audience.
Let the influencer be the expert.
You know your mission. They know their audience. While you should provide guardrails, including key messages, calls to action or phrases to avoid, it’s best to give the influencer creative freedom to tell your story in their own voice and format. Trust your partners to recommend the best way to engage their followers.
Timing is everything.
Influencer content creation takes time. If you have a campaign tied to a specific date (like International Day of Happiness or a fundraising event) reach out well in advance. A last-minute ask is more likely to be ignored or rushed.
Provide helpful materials.
Want them to talk about a specific program or initiative? Share a creative brief, photos, key stats, suggested links and any relevant hashtags or accounts to tag. If you’re inviting them to do something more interactive, like host an Instagram livestream or attend an event, prep them with talking points they’ll need to feel confident.
Avoid one-and-done partnerships.
Consider a long-term collaboration with a few mission-aligned creators who can grow with your brand and tell deeper stories over time. A recurring content series, campaign ambassador program or annual event collaboration can help build familiarity and trust.
Make it easy to track impact.
Use custom donation links or unique hashtags so you can measure success. If an influencer is participating in a multi-part campaign, like a week-long story series or a set of event reminders, consider checking in along the way to adjust your strategy if needed.
Looking to bring your nonprofit’s story to life through influencer partnerships? Our DMs are always open.