Substance and Style

Everyone needs a content strategy these days, but if you’re running a nonprofit or trying to change hearts and minds, it can be difficult to decide what the best type of content is. Businesses generally have two or three target markets: customers, investors, staff, etc. On the other hand, to market for a cause, you need to reach many more people: the people you serve, donors, volunteers, voters, politicians and policy makers who both support and oppose your goals, students, staff, and the public at large. You might wonder how you can possibly create effective content that resonates with all of those groups, and it can be a bit of a challenge. Here are some types of content that will raise awareness for your cause and even bring some people around:

1. Your mission in action. Photos, videos, and stories about the day to day operations of your nonprofit, campaign, or grassroots effort will demonstrate exactly what you do and why it’s important. These kinds of posts help people connect to your mission and the value it brings to the world. Make these types of posts often, but make sure you have photo releases from anyone who appears in your posts. 
2. Educational posts. Use your platform to teach. Connect the dots for people. Explain how things are and why. Clear up any misconceptions that are out there. You’re an expert on this topic, so share your knowledge. There are things you know that even truly thoughtful people haven’t realized. It may not always feel like it, but people like to learn. A great way to inform the public without getting too heavy-handed or longwinded is to create and post infographics. Infographics are effective because they respect the short attention span of most audiences, while conveying important information such as who is affected by the problems you’re aiming to solve, where donor dollars go, and anything that explains your need for support. 
3. Case studies or personal stories, where appropriate. Personal stories are a great way to connect your audience emotionally to your cause and let donors know what kind of a difference they’re making. Just be sure to steer clear of “inspiration porn” posts and be careful that you aren’t posting anything that exploits or embarrass anyone you serve. The people you serve are always your primary concern; if these types of posts make them uncomfortable, never post them. On the other hand, if people do want to share their journey, give them a platform to do so. It’s always good to shine a spotlight on the good you’re doing in the world. If it feels like this kind of post is bragging, that’s ok. It’s ok to brag about your good deeds. It’s a sad fact that a nonprofit that doesn’t brag will likely not get much public support. 
4. Expressions of gratitude. This type of content is always welcome, and it’s important to make it a regular part of your posting schedule. You can’t do what you do without your staff, the people you serve, sponsors, donors, volunteers, advocates, policy makers, allies, and probably many more people. Thank everyone who is helping your cause all the time. Go ahead and overdo it. You can never go wrong with gratitude.