How Nonprofits Can Leverage Pinterest for Greater Impact

Why Pinterest Works Differently for Nonprofits

Unlike other social platforms where content has a short lifespan, Pinterest pins can drive traffic for months or even years after posting. This “evergreen” quality makes it particularly valuable for resource-constrained nonprofits who need their content to work harder and longer.

Pinterest users also come to the platform with different intentions. They’re actively searching for solutions, inspiration, and resources—making them more receptive to educational and actionable content from nonprofits.

Key Audiences Nonprofits Can Reach

Pinterest’s user base skews toward:

• Parents and caregivers (ideal for child-focused causes)
• Educators and community leaders (perfect for educational nonprofits)
• Homeowners interested in sustainability (great for environmental organizations)
• People planning events or fundraisers (valuable for many cause areas)
• Individuals seeking wellness and mental health resources

Strategic Content Approaches

Educational Resource Hubs

Create boards filled with infographics, guides, and educational materials. An environmental nonprofit might develop boards like “Easy Ways to Go Green at Home” or “Teaching Kids About Climate Change,” filled with actionable tips and resources.

Behind-the-Scenes Impact

Share visual stories of your work through photo collections. Animal shelters can create boards showcasing “Success Stories” with before-and-after photos of rescued pets, while international development organizations can highlight “Projects in Action.”

Community Resources

Develop location-specific boards that serve as resource directories. A homeless services nonprofit might create “Community Support Resources” with local contact information, while a literacy organization could share “Free Learning Resources for Families.”

Fundraising and Event Promotion

Pinterest excels at event planning content. Nonprofits can create boards for upcoming fundraisers with decoration ideas, volunteer recognition themes, or donation drive organization tips that supporters can use and share.

Best Practices for Nonprofit Success

Focus on Value, Not Just Awareness
Instead of just promoting your cause, provide genuinely useful content. Share practical tips, resources, and information that people want to save and refer back to.

Optimize for Search
Use Pinterest like a search engine. Research what your target audience searches for and incorporate those keywords into your pin descriptions and board titles.

Create Shareable Resources
Design infographics, checklists, and guides that other organizations, volunteers, or supporters will want to share with their networks.

Think Long-Term
Unlike other social platforms, Pinterest rewards consistency over timeliness. Focus on creating quality, evergreen content rather than trying to post daily.

Measuring Success Beyond Engagement

For nonprofits, Pinterest success might look different than traditional social metrics. Consider tracking:

• Website traffic from Pinterest (often the most valuable metric)
• Resource downloads from pinned content
• Email signups from Pinterest-driven traffic
• Event registrations from promoted fundraisers or volunteer opportunities

Getting Started

Begin by creating a Pinterest Business account and identifying 5-10 board topics that align with your mission and audience interests. Focus on one board at a time, creating 10-15 high-quality pins before moving to the next topic.

Remember, Pinterest isn’t about building a massive following—it’s about connecting with people actively seeking the resources and solutions your nonprofit provides. When used strategically, it can become a powerful tool for extending your impact and reaching new supporters who are genuinely interested in your cause.

The key is thinking of Pinterest not as another social media channel to manage, but as a search engine where your organization can be discovered by people actively looking for exactly what you offer.

Need help getting started? We can help!  Contact us today to talk about how we can help you share you message.