Why Your Nonprofit’s Social Media Strategy Needs a Total Makeover

Shaun Kulesza -

Why Your Nonprofit’s Social Media Strategy Needs a Total Makeover Posting to Facebook and Instagram and hoping for engagement might have worked a decade ago, but today, it’s a formula for invisibility.

With algorithms prioritizing paid content and influencers, the reach of organic posts on platforms like Facebook (2.6%) and Instagram (4%) is dismal. If you're not paying to boost your content, chances are your audience isn't seeing it. Add in engagement fatigue, oversaturation, and algorithm changes, and you’ve got a recipe for wasted time, effort, and budget.

It’s time to revamp your nonprofit’s social media strategy—from where and how you show up, to how you turn attention into action and support.

The 90/10 Problem: The Content Distribution Disconnect

Many nonprofits fall into the trap of spending 90% of their time and resources creating amazing content and only 10% on distributing it. That imbalance means even your most powerful stories, videos, or updates go unnoticed. Great content doesn’t matter if no one sees it.

The solution isn’t necessarily to spend more on content—it’s to be smarter about how and where it’s shared. Social media should be a distribution channel, not your destination. Think of your platforms as launchpads to move supporters into a space where you can control the conversation and deepen engagement.

Stop Relying on Legacy Platforms Alone

Facebook and Instagram still have their place, especially for certain demographics—but they shouldn’t be your entire strategy. Diversify. Explore TikTok for younger audiences. Consider YouTube, Reddit, Pinterest, or LinkedIn, depending on your mission and your audience.

But even more important: drive your audience off of social media and into a dedicated community hub you control. Whether it’s a platform like Patreon, a private Facebook group, or an integrated part of your CRM, your goal is to create a space where you can communicate consistently—without being at the mercy of an algorithm.

Your Nonprofit Is a Content Creator

Today’s most successful nonprofits understand that they are also content creators. You don’t need a film crew or a studio—just a smartphone and a clear message.

  • Content can be powerful and simple:
  • Behind-the-scenes glimpses of your work
  • Personal stories from people impacted by your mission
  • Quick updates and calls to action
  • Follow-up content that keeps supporters in the loop

And you don’t need to start from scratch every time. A single piece of content—like a blog post or a video—can be repurposed into reels, stories, email newsletters, social posts, and more. Create it once, distribute it everywhere.

Building a Thriving Community

Social media engagement is fleeting. A true supporter base is built within community platforms that foster two-way communication and recurring support.

Platforms like Locals, Substack, or Patreon offer recurring donation models, exclusive content areas, and direct interaction. More importantly, they give you creative control and access to your full audience at any time—something social media can’t guarantee.

With the right setup, these communities become your nonprofit’s engine for growth: deeper donor relationships, more reliable income, and higher retention.

Automate and Amplify

No team? No problem. There are countless tools available to help streamline and automate your content creation and social media workflow:

  • Use tools like Make.com to connect your systems and automate tasks.
  • Use AI to turn webinars or blog posts into email campaigns, captions, and short-form video content.
  • Schedule content across multiple platforms using affordable publishing tools.

This allows you to maintain a consistent presence without burning out your team or draining your resources.

Multiply Your Impact with Everyday Fundraising

As you expand your outreach strategy, don’t forget to offer ways for supporters to engage with your cause every day—not just during campaigns. With platforms like ShopRaise, supporters can turn everyday shopping into donations for your nonprofit, at no extra cost.

Whether they're buying groceries, gift cards, or office supplies, their purchases can help fund your mission. It’s a seamless, easy-to-promote fundraising channel that aligns perfectly with your updated content and distribution strategy.

Time to Rethink and Rebuild

Revamping your social media strategy is about more than jumping on the latest trend. It’s about taking back control, increasing your visibility, building real relationships, and creating systems that work.

It’s about working smarter—distributing better—and transforming your one-time content into ongoing community engagement and recurring revenue.

Want to dive deeper into how to apply these strategies? Watch the full Revamp Your Social Media Strategy webinar here:
👉 Watch the Webinar

Let’s stop playing by outdated rules and start using social media the way it was meant to be used—for real, meaningful, mission-driven connection.