5. Strive for authentic social generosity
Now more so than ever, the actions of brands and high-profile individuals are scrutinised online. Make a wrong move, retweet an ethically ambiguous opinion, and you run the risk of being "cancelled". In social media terms, this is essentially mass de-platforming, boycotting, and no longer ascribing value to your opinions, ideas, or efforts.
Though the morality of 'cancel culture' is heavily debated, its polarising effects can work to your advantage. If your charity is seen to be socially generous online by interacting with other causes - in a genuine way, of course - you increase the likelihood of being able to win over those ethically aware social media users.
And of course, these users are not only ethically aware, but often vocally charitable in their own right. By appealing to such users, you expand your pool of influential social media advocates.