Choosing a social media campaign for your nonprofit is no easy task. It takes trial and error, years of experience, and a whole lot of creative brainpower. So, where do you even start?

From the greats, of course.

We’ve compiled some of the most iconic nonprofit media campaigns of all time and broken down what made them work. These are the campaigns that…

• raised millions of dollars
• broke the internet
• or changed the way people thought about an issue 

Take a look for some inspiration — and insight — as you plan your next big idea.

ALS Ice Bucket Challenge (2014)

This was the one you knew was coming! More than a decade ago, the Ice Bucket Challenge encouraged people to dump cold water on themselves, donate to ALS research, and tag friends to keep the challenge going. 

It raised over $220 million globally and redefined viral fundraising. Its simplicity made it accessible to anyone with a phone and a bucket could participate. Social media powered the movement, using hashtags and tagging to spark a viral loop.

Add in a 24-hour deadline, emotional ties to a devastating illness, and celebrity involvement from names like Oprah and LeBron James, and you have a recipe for mass engagement.

Love Has No Labels – Ad Council (2015)

This PSA showed skeletons dancing and hugging behind an X-ray screen, later revealing couples of different races, religions, abilities, and orientations. The campaign’s message of inclusion hit home thanks to their use of emotional storytelling. The video went viral, boosted by social media and big-name partnerships like WWE and major media outlets. The initiative also offered tools to take action, not just feel inspired. It earned an Emmy and continues to evolve through new PSAs and themes.

#KnowYourLemons – Worldwide Breast Cancer (2017)

This social media campaign turned a carton of lemons into a powerful visual guide to the signs of breast cancer. It cleverly sidestepped cultural taboos while making symptoms easy to understand and share. The campaign reached over 150 million people and translated materials into more than 30 languages across 90 countries. Social media and an easy-to-use app helped boost engagement, and its hands-on resources with self-exam guides and a period tracker. This empowered individuals to take charge of their health. It’s proof that design-driven education can go global.

Truth Initiative 

The truth campaign got Gen Z’s attention by speaking their language: memes, bold humor, and pop culture. Its anti-smoking content doesn’t preach; it makes smoking look outdated, uncool, and manipulative. The campaign ties tobacco to issues young people care about, like mental health and relationships, and uses influencers to expand reach. With over a billion video views and a proven drop in youth smoking rates, Truth turned edgy content into measurable change and created a movement young people wanted to join.

They currently boast more than 60.4K followers on Instagram, proving their longevity. 

Make-A-Wish’s Social Storytelling

Make-A-Wish’s secret weapon is its emotional storytelling. The organization highlights the hope and joy behind each wish and shares those moments across Instagram, Facebook, and Twitter. They don’t just tell stories, they build a movement. Hashtags like #WishInProgress encourage families to share their own experiences.

Strategic campaigns like #ShareYourEars with Disney or the #ArmWrestleChallenge blended fun with purpose, unlocking donations and awareness. It’s a textbook example of how to keep a community inspired and involved.

It’s also the reason that I’m obsessed with John Cena. 

So, What Can You Learn?

You don’t need a million-dollar budget or a celebrity endorsement to create something powerful. What you do need is a clear mission, a creative approach, and a message that resonates. Each of these campaigns used social media not just to promote, but to engage.

They tapped into hashtags, storytelling, influencers, trends, and community participation to meet audiences where they already were. Whether it was viral videos, Instagram challenges, or powerful PSAs, they understood how to turn scroll-stopping content into real-world impact.

If your nonprofit is ready to launch something big (or even small-but-mighty), let these beautiful campaigns inspire your next bold move.