Why Charities, Non-Profits & Third-Sector Organisations Are Leaving X.com

8 September 2025

A Digital Dispatch by Sian Jamieson, Partnership Lead

Digital Strategy

Introducing the blog: Why Charities, Non-Profits & Third-Sector Organisations Are Leaving X.com. "For charities built on values like inclusion, equality and human dignity, it's no longer just a platform choice - it's an ethical decision". 5 minute read.

For years, Twitter (now X.com) was the digital town square. It was where charities sparked conversations, challenged injustice, and brought supporters along for the ride. If you worked in the third sector, it was the place to get noticed by journalists, politicians, and the public.

But let’s be honest: since the Elon Musk takeover, it hasn’t felt like that same square. It feels more like a shouting match in a badly lit alley. And more and more charities are quietly packing up their things and heading elsewhere.

So why the exodus—and is it the right move?

TL;DR The X-It Strategy

Charities are leaving X.com: The rise of hate speech, misinformation, and polarisation makes it misaligned with sector values.
Impact has plummeted: Posts reach fewer people, links are suppressed, and bot followers outnumber real ones.
Public institutions are pulling back: UK police forces cut activity by up to 95%, citing trust and safety concerns.
Bluesky is booming: Now 33M users and growing fast, offering decentralisation, openness, and communities that better align with non-profit values.
Diversify or risk burnout: Don’t swap one dependency for another — resilience comes from spreading presence across platforms.

Values No Longer Align

Many organisations simply don’t feel at home there anymore.

NACCOM, the UK network tackling destitution, said it plain: the rise in hate speech and misinformation on X conflicts with their values of solidarity and justice.
Health Poverty Action went further, urging charities to stop posting altogether, pointing out that staying active only feeds the platform’s influence.
Why Me?, a restorative justice charity, cited research showing a 500% spike in the use of the n-word within 12 hours of Musk’s takeover, along with rises in antisemitic and anti-Black hate. Hard to justify sticking around when the environment itself feels hostile.

For charities built on values like inclusion, equality, and human dignity, it’s no longer just a platform choice—it’s an ethical decision.

X.com Reach and Impact Are Falling

Even if you do stay, fewer people see what you post.

X has been accused of suppressing posts with links—exactly the kind of content charities need to share to drive donations, campaigns, and petitions.
Accounts with tens of thousands of followers now report posts reaching only a few hundred people at best.
Engagement rates? At an all-time low. From our own test account: 85% of new followers turned out to be bots and spam. Not exactly the community you want supporting your fundraising campaign.

In short: the audience isn’t there anymore—or if they are, they’re not seeing your posts.

Institutions Are Quietly Backing Away

It’s not just charities noticing the shift. Public institutions are stepping back too.

Reuters reported that West Midlands Police cut their activity on X by 95%. Lancashire Police scaled back by three-quarters. Derbyshire Police stopped posting altogether.
Their reasons? Concerns over extremist content, riots fuelled by misinformation, and a general lack of trust in the platform.

If even the police are saying “this isn’t safe ground anymore,” it’s a strong signal for the rest of us.

Bluesky and the Rise of Alternatives

Into that gap hops Bluesky.

In late 2024, it had around 13 million users. By March 2025? 33 million. That’s growth at the rate of about one new user per second.
Its decentralised approach (you choose your feed algorithm, not a Silicon Valley CEO) and its emphasis on openness and privacy make it far more appealing to mission-driven organisations.
Roughly 500 UK charities have already created accounts, with many more experimenting through “mirror posting”—sharing the same updates on X and Bluesky to test the waters.

It’s not perfect, but for many, it feels like a breath of fresh air: fewer trolls, more meaningful conversations, and communities that actually want to listen.

The Bigger Picture: Diversifying for Resilience

Here’s the real talk: not every organisation is leaving X yet. Some still find it useful for media monitoring or reaching policymakers. But the trend is clear—charities are reducing their reliance, building presence elsewhere, and planning for a multi-platform future.

That’s a smart move. Because whether it’s Bluesky, Instagram, LinkedIn, or something that hasn’t even launched yet, the lesson here is simple: never put all your comms eggs in one basket.

Final Thoughts

Leaving X isn’t just about avoiding bots and low engagement. For many charities, it’s about walking the talk—aligning digital spaces with organisational values, and choosing platforms that feel safe, ethical, and fit for purpose.

At Pooka & Co, we see this shift not as the end of cause-driven microblogging, but the start of something new. A chance for charities to re-imagine their digital presence, find audiences that share their values, and maybe—just maybe—enjoy social media again.

🐇 Real talk: if you’re wondering whether it’s time to make the leap, you’re not alone. The sector is already moving, and you’ve got options.

FAQs: Charities, X.com and the Shift to Bluesky

1. Why are so many charities leaving X.com now?

Because the platform has changed. The rise in hate speech, misinformation, and algorithmic suppression means it no longer feels safe or effective for mission-driven organisations. Many charities are finding that the values they stand for — inclusion, dignity, justice — just don’t align with the current environment on X.

2. Should our organisation delete our X account completely?

Not necessarily. Some charities are choosing to deactivate or delete; others are keeping dormant accounts with a pinned post directing people to newer platforms like Bluesky or LinkedIn. The right choice depends on your audience and resources, but the trend is clear: it’s becoming harder to justify investing staff time into X.

3. What platforms should we explore instead?

Bluesky is growing fast, with over 33 million users by early 2025, and has already attracted hundreds of UK charities. LinkedIn remains strong for professional visibility. The golden rule: diversify. Don’t swap one platform dependency for another — spread your presence across a mix that aligns with your goals and values.