Top 10 social media management platforms for charities

Social media is integral to charities’ digital marketing strategy. But its use does not always go to plan, which is why using a social media management platform can be a real advantage for charities.

Through better planning these tools can help avoid social media posting becoming an afterthought, with website content appearing a week later on Twitter or Facebook.

Social media tools can also tailor posts to the different needs and tastes of platform audiences. For example, the professional focused LinkedIn audience is looking for ways to improve their business, as well as job opportunities. Meanwhile, Instagram audiences prefer more light-hearted, personalised campaigns.

Scheduling is also important. Twitter followers, for example, may engage well with a strategically timed post on their commute or lunch break, but be less receptive to posts at busy times at work.

Charities may also need to help to avoiding ‘spamming’ content and risking users pressing the mute button.

Here we look at a raft of social media management platforms to help charities schedule, plan and monitor their campaigns effectively.


Benefits of using social media management platforms like Buffer include being able to plan and schedule posts across social media platforms.

Buffer also offers in depth analysis to help measure the impact of posts. This includes strategy recommendations, analytics as well as reports on performance. For a higher fee charities can analyse e-commerce account Shopify and Instagram.


Hootsuite is suitable for larger charities looking to generate different posting schedules and content across a wide range of social media platforms. It can do this across 35 platforms with features including scheduling, analytics and controlling individual user access rights.

It also allows users to upload video content to platforms such as Youtube.

Latest features include auto-publish function to LinkedIn’s personal and company pages.


Charities including London’s Air Ambulance and The Big Give have benefited from voluntary sector specialist Lightful’s social media platform, which looks at scheduling, access rights and content. Analytics is also provided.

Features include a social media calendar to build charity awareness days into social media marketing campaigning. Another is access to more than half a million images for social media posting. Free and paid plans are available.

Its worth noting that Lightful has produced free video resources, including webinars, to help charities get the most out of social media. These are available via its Youtube channel.


More than 115,000 organisations use Social Pilot to manage their social media scheduling and content. This includes offering analytics and web, mobile and browser extensions.

Features include offering content suggestions “to never let your queue empty”. There are three main plans: for small organisations; marketing teams; and enterprises.

Its social media analytics includes downloadable and shareable reports in PDF format.


Twitter is a key platform for charities, especially amid the Covid-19 pandemic. According to a Charity Comms and Media Trust survey from April, 78.5% of charities use the platform for their communications.

Tweetdeck helps charities to use Twitter through a dashboard to manage multiple accounts, including for senior staff, frontline workers and departments within a charity. This ensures consistency and clarity in posting. Features include scheduling posts and monitoring.

More advanced features through this Twitter tools include organising tweets according to topics, events, interests and specific conversations.

Charities can also search by sentiment around a topic, by searching for happy or sad emoticons in posts for example.


Social media management tool Planable looks to differentiate itself from many other platforms by focusing on team collaboration in creating social media content.

Teams can create and preview posts in context to see how they will look. Content can then be tailored for different platforms and spruced up with emojis, GIFS and hashtags.


Later is a planning, scheduling and analysis management tool for Instagram. According to Later, a week’s worth of Instagram posts can be planned in 20 minutes, via drag and drop tools.

It offers a limited set of features with a free account, with a range of advanced plans also available, for multiple users and offering more posts for each Instagram profile.

Support with using hashtags on Instagram are also available through Later.


Loomly is another platform to offer collaborative content management as a way making social media posting easier and more effective.

As with many social media management tools, Loomly looks to cut down on the time and work spent on producing engaging social media content. Through one platform charities can schedule and manage content and get notified every time someone in the team using it comments on a piece of content.

It also gives advice on posting, including Twitter trends, RSS feeds and events, holidays and other date related celebrations. Advice on social media best practice is also given.

Sprout social

Publishing, scheduling and analytics are among the features for charities looking to use the Spout social platform. Among analytics features is the ability to track real time results as well as keeping tabs on latest trends in marketing, to identify latest influencers on social media platforms.


Collaboration is a strong theme to Sendible’s features for managing social media marketing content. This includes giving charity marketing teams the ability to assign and approve posts and customise access among team members.

It also has a mobile app so that team members can publish content and manage posts remotely.

Plans start at £25 a month for solo social media managers, rising to £245 for large teams.

    Share Story:

Recent Stories

How to elevate your non-profit storytelling with data and performance metrics.
Sage Intacct the non-profit financial management platform, takes a look at giving trends and insights.

What has the pandemic taught us about the public’s perception of charities?
In this episode of the Charity Times Leadership podcast, we take a look at what the pandemic has taught us about the public’s perception of charities. Charity fundraising platform, Enthuse, recently released its quarterly donor research study, which highlighted significant shifts in donor behaviour throughout the duration of the pandemic. Not only does the report highlight an overarching sense of positivity towards the sector, but a propensity for younger generations to give more generously, too. Lauren Weymouth is joined by Enthuse CEO, Chester Mojay-Sinclare to discuss more.

The importance of the ‘S’ in ‘ESG’
In this episode, Lauren Weymouth is joined by Ketan Patel, equities fund manager at EdenTree, to delve into the issue of social investment and why that all-important ‘S’ in ESG is more relevant now than ever before. The social element of ESG often gets forgotten when thinking about investing in more ethical and sustainable ways. But, after a challenging year for all areas of society, social injustice has been highlighted, and there’s a much greater need for charities to put people at the heart of their investment decisions.