As the political climate intensifies, charities must navigate social media with particular care. In such a sensitive environment, a single post, whether made by a trustee, staff member, or volunteer, can have unintended consequences. The Charity Commission’s guidance on social media use is especially relevant now, offering vital clarity on what is appropriate, what poses a risk, and where the line is drawn when engaging online. Before hitting “post,” it’s essential that everyone connected with a charity understands their responsibilities.
Why This Matters Right Now
Charities are rightly passionate about their causes, but political neutrality is essential where a charity’s purposes require it. With heightened public sensitivity around political expression and misinformation, a poorly judged social media post, even one made in a personal capacity, can risk reputational damage, loss of public trust, or even regulatory scrutiny.
Key Takeaways from the Guidance
- Trustees are accountable for their charity’s social media activity. This includes posts by staff and volunteers where they represent or speak on behalf of the charity.
- Personal accounts aren’t always private. If a trustee or employee is publicly linked to the charity, their views may be interpreted as reflecting the charity’s stance – particularly on political or controversial topics.
- Policies are essential. Every charity should have a clear social media policy that sets out what is and isn’t acceptable, how risks are monitored, and how to respond to issues.
- Political activity must align with charitable purposes. Charities can engage in political activity – but only in line with their objectives, and never for party-political purposes.
- Tone and timing matter. The guidance urges charities to consider how posts might be perceived by different audiences, especially during politically sensitive periods.
What Trustees Should Do
- Review your charity’s social media policy – ensure it reflects the latest guidance.
- Remind staff and volunteers of their responsibilities, especially during election season.
- Consider designating a trustee or senior staff member to oversee online activity.
- Be prepared to act quickly if something goes wrong- response plans matter.
Creating a Social Media Policy
A good policy helps protect your charity and its reputation. It should include:
- Who manages social media, and how decisions are made.
- Guidelines for staff, volunteers, and trustees on personal vs. official posts.
- Rules for moderating comments and handling complaints.
- A crisis response plan for reputational risks.
Review your policy regularly and involve your communications team in its development.
Training and Support
Some trustees may feel less comfortable using digital media, and that’s perfectly normal. The Charity Commission encourages ongoing training. Resources like Media Trust and CharityComms offer toolkits and templates to help you stay informed and confident.
Final Thought
Social media can help your charity reach more people and make a bigger difference—but only if used wisely. As trustees, let’s make sure your charity’s voice online is as trusted and impactful as it is offline.
Take time to familiarise yourself with the Charity Commission’s guidance, and think twice before you post.
