This blog comes from our Social Media Moderation Manager, James Marcus, who shares his insights and expertise of social media moderation for charities, navigating online communities and tackling harmful content effectively. 

Drawing on his experience in managing online communities and moderating content, James provides practical tips, industry perspectives, and actionable strategies for charities and nonprofit organisations looking to maintain safe, engaging social media spaces.

Winter is one of the busiest periods for many charities. End-of-year campaigns and appeals can bring a surge in online engagement. According to Charities Aid Foundation, while overall giving remains strong, the proportion of people donating is in decline, meaning every interaction with supporters counts more than ever (CAF UK Giving Report 2025).

The festive season is also when charities see a huge spike in activity. According to CAF, festive giving remains a critical period for charities, with an estimated £2.8 billion donated during November and December 2024 (CAF, Third Sector). And with more eyes on your content, the demands on moderation rise too.

At the same time, Ofcom’s Online Nation 2024 report showed UK adults now spend an average of 4 hours 20 minutes online daily – up significantly from previous years (Ofcom). More time online means more conversations, more opportunities to connect with supporters and more risks to manage.

Having led social media teams in both the NHS and the third sector, I saw during the Covid-19 pandemic at the NHS just how vital thoughtful social media moderation for charities can be.
In those really high-pressure moments, the way we responded online often shaped whether people felt informed, reassured and supported. 

That experience continues to shape how I approach social media and moderation today – as an opportunity to build trust, even in the busiest times. Here’s how to prepare your online communities for the winter ahead (and busy periods generally!):

1. Prepare for Peaks in Festive Fundraising Campaigns

Be realistic. If moderation capacity is stretched, it’s better to delay or phase content than to unleash a campaign you cannot safely support or moderate.

Map your campaign calendar to comment surges. Work closely with content teams to anticipate when high-engagement posts will land (e.g. seasonal storytellers, media moments or appeals). That way, moderation capacity can be scaled up in advance.

Put a rota in place. Don’t leave moderation to whoever might be free that day. Sharing the load across a team helps avoid fatigue, errors or delays. It can also be beneficial to train members of other teams up too, should they be needed.

2. Protect the Wellbeing of Your Social Media Moderation Team

• Expect emotionally charged responses. Campaigns about hardship, health, loneliness, cost-of-living or bereavement can surface distressing comments. Moderators need care and support, not just instructions.
• Build in breaks and rotation. Exposure to sensitive content for long stretches can increase the risk of burnout. Encourage short, regular breaks and share the work fairly.

Clear escalation pathways. Social media teams and moderators should know when and how to escalate concerning comments to safeguarding or senior leads. Nobody should feel they carry all risk alone.

3. Go Beyond Comment Management: Monitor Supporter Themes and Insights

• Record recurring topics or questions. Use a shared document or board to capture patterns (e.g. “How can I sign up to volunteer?” or “Where can I find information about my nearest service?”).

• Feed insights back to the organisation. These themes might highlight gaps in your FAQs, website or campaign messaging.
• Spot opportunities to engage. Thoughtful responses can build trust and show your organisation is listening.

4. Use Smart Moderation Tools to Manage Charity Campaign Risks

• Keyword filters and moderation tools can help filter obvious spam, slurs or harmful language, which also eases the manual load.
• Answer bank responses. Prepare templated replies for common questions while also leaving room to personalise.
• Risk mapping by campaign. For each major post, think: “Which issues might provoke misinformation, criticism or distress?” Plan how you will respond before it goes live.

5. Simple and Effective Social Media Reporting for Charities

• Choose a few key metrics. Depending on your content objectives, instead of drowning in data, focus on the essentials:
   - Volume of comments processed
   - Response times/rates
  – Number of escalations and outcomes
  – Key themes or insights spotted
• Short, regular summaries. Daily or weekly “mood checks” for campaign teams help them stay informed without overwhelming detail.
• Make reports usable. Tailor reports so colleagues outside comms can act on them (e.g. “We received several questions about how to get involved, so there may be an opportunity to highlight volunteering more clearly”). 

6. Why Strong Moderation Builds Trust and Drives Supporter Loyalty

• More trust and fewer crises. A well-moderated comment section can transform hostility into dialogue and disappointment into reassurance.
• Supporter loyalty drives impact. When people feel heard and safe, they are more likely to donate again, share your content or step up as volunteers.
• Insights and social listening strengthen strategy. Comment themes often reveal what your audience really cares about. Use them to shape future campaigns, messaging and services.

The festive season is one of the most rewarding but demanding times for charities. A well-prepared social media moderation strategy is as important as the campaign content itself. By planning ahead, protecting staff, listening to your supporters and keeping reporting lean, you can run campaigns that feel safe, responsive and human.

We’ve supported charities and nonprofits through their busiest winter fundraising campaigns, helping them create safe, engaging online spaces for supporters.