We’re again with one other installment of the Publish Efficiency Report (PPR)—a collection the place we compile and analyze social media posts and campaigns inspiring us, and break down what makes them so genius. We don’t simply study the flawless inventive execution of each publish or marketing campaign, however the model impression, too.
For nonprofit organizations, social is a lifeline to fulfilling their missions. It’s the place potential donors and volunteers find out about causes, and—with a couple of clicks—could make donations, signal petitions and be prompted to take different mission-critical motion.
Our lineup of nonprofit organizations use social to its full potential. They’ve constructed methods that improve discoverability, enhance grass-roots fundraising efforts, and make training and assets extra accessible. Use takeaways from their playbooks to attain your mission.
The Innocence Venture: Social media saves lives
The Innocence Venture is a nonprofit authorized group that goals to free the harmless, stop wrongful convictions, and create honest, compassionate and equitable techniques of justice for everybody. The group depends on social to activate their mission and, as they instructed us, attain hundreds of thousands of individuals and save tons of of lives.
The Innocence Venture’s content material tells the tales of harmless individuals who have been falsely accused of against the law and face execution. The group explains the actionable steps their followers can take to stop demise sentences from being carried out—together with calling their legislators and sharing their posts.
They follow-up with subsequent posts to maintain their followers up to date, like on this latest instance when a keep of execution was issued. Not solely does this hold individuals knowledgeable, nevertheless it additionally demonstrates how impactful the Innocence Venture (and their neighborhood) is at delivering outcomes, prompting extra individuals to get entangled.
In different posts, the group celebrates exonerations and mourns those that had been failed by the justice system. The group additionally companions with manufacturers, influencers and celebrities to additional their trigger. Like this morning routine-style video that promotes their fundraising partnership with a espresso roastery.
The play: A corporation just like the Innocence Venture wants to succeed in lots of people and encourage them to take motion in the event that they need to get legislators’ consideration, which is why they make investments so closely in social media. If increasing your viewers is high of thoughts, take a cue from the Innocence Venture playbook and share well timed and actionable methods followers can assist your mission. Begin by encouraging them to share your posts. A share in the present day fairly often results in volunteering and donating later.
UNFPA: Human tales spotlight human issues
The UNFPA, the United Nations sexual and reproductive well being company, goals to enhance reproductive and maternal well being worldwide. The company tackles points like gender-based violence, defending pregnant girls and newborns in areas of battle, and rising entry to reproductive healthcare worldwide.
UNFPA’s content material shares inspiring tales of ladies doing important work—even amid humanitarian crises. Like this Reel that includes Hager, a midwife in rural Sudan who supplies important take care of pregnant girls who’ve been displaced and traumatized by the continuing struggle. The video is a part of a collection that honors and acknowledges midwives.
In different content material, they spotlight girls who’ve acquired UNFPA coaching to realize independence and security.
With practically 2 million followers throughout platforms, the UNFPA makes use of social to interact younger individuals, ship vital data globally, and actively promote tolerance, dignity and equality.
The play: Because the UNFPA demonstrates, numbers alone don’t inform the complete story. Whereas statistics could be impactful, describing how a difficulty really impacts individuals’s day-to-day lives is vital to conveying the aim of the work you do. In your content material, put individuals entrance and heart. Present how your efforts empower them to
The Nature Conservatory: Saving the planet by increasing content material ecosystems
The Chicago-based Nature Conservatory is a nonprofit devoted to creating real-world options for our planet’s largest challenges. The group is dually devoted to creating certain each nature and folks thrive.
On social, the Nature Conservatory breaks floor on new frontiers, like Threads. The group’s Threads technique is basically made up of text-based and static picture posts—a mixture of breathtaking animal photographs, relatable environmentalist moments and comedic conservation recommendation.
The conservatory additionally makes use of Bluesky to amplify its mission and disseminate data. In posts just like the one under, they share hyperlinks to latest articles. Within the publish copy, they share highlights from the article and tactical recommendation. In different posts, in addition they connect video content material.
Between Threads and Bluesky, the group has amassed practically 180,000 followers—an admirable quantity, even for established networks.
The play: There’s alternative on rising networks for nonprofit organizations, and the Nature Conservatory proves it. Even groups with restricted assets can begin by experimenting with cross-posting content material.
Nationwide Down Syndrome Society: Making area for everybody on social (and past)
The Nationwide Down Syndrome Society’s (NDSS) mission is easy: To create a world the place individuals with Down syndrome thrive. NDSS does this by empowering people with Down syndrome and their households by driving coverage change, offering assets, partaking with native communities, and shifting public perceptions. Initially based in 1979, the group turns to social media to succeed in and encourage the following technology.
Like on this TikTok video, that celebrates Charlotte Woodward’s activism for individuals with disabilities to entry life-saving organ transplant alternatives. Or this publish—in collaboration with the Chicago Marathon—that cheers on all with Down syndrome who lace up for the race.
Generally, NDSS’ posts take a extra somber flip, like this story a few household who makes use of their son Zion’s reminiscence to advocate for analysis into congenital coronary heart defects—a standard problem for individuals with Down syndrome. Different instances, the group leans into enjoyable, whereas nonetheless maintaining their mission entrance and heart. This video the place they partnered with different nonprofits targeted on incapacity proper advocacy illustrates the way it’s accomplished.
The NDSS makes use of social media to inform the tales of individuals with Down syndrome, tales that aren’t at all times extensively instructed or recognized. Due to their content material, society’s views about what’s potential are altering.
The play: Social media democratized content material creation, and, in doing so, made media accessible for people who find themselves too typically missed. In case your group serves underrepresented populations, use social to share their tales and problem frequent stereotypes.
Bat Conversion Worldwide: Flying excessive for conservation
Regardless of their lengthy affiliation with horror and darkish magic, bats are important to world ecosystems. Local weather change and habitat loss have triggered a steep decline in bat populations around the globe. The Bat Conversion Worldwide group goals to teach the world about bats in an effort to guard the various completely different bat species underneath risk.
On social, they use their platform to show the world about bats—what makes every species distinctive, how they contribute to native environments and extra. Even when some bats look fearsome, they emphasize we’ve nothing to be afraid of.
The group additionally posts lovely bat pup footage, like this video of vampire bats, additional appeasing frequent bat phobias.
To conjure up neighborhood enthusiasm for celebrating bats, the group deemed your entire month of October “Bat Appreciation Month,” and particularly October 21-31 “Bat Week.”
The play: When representing animals and conservation efforts, social media enormously aids fantasy busting efforts and facilitates public training. Borrow Bat Conversion Worldwide’s knack for endearing bats to their followers by sharing little-known information in regards to the animals and locations your group protects.
Social media is a mission multiplier
That concludes this month’s installment of PPR. Keep tuned for subsequent month’s version, the place we’ll revisit our record of one of the best manufacturers on social in 2025. Within the meantime, keep in mind these key takeaways:
Publish Efficiency Report Key Takeaways:
- Make motion easy and pressing. Equip your viewers with clear, rapid methods to assist your trigger. Shares, petitions and donations all begin with a well-timed publish.
- Lead with human tales. Knowledge can inform, however emotion drives engagement. Present how your mission impacts actual individuals’s lives to deepen understanding and empathy.
- Infuse creativity into training. Associate with creators, native organizations or neighborhood figures to make studying about your mission entertaining and relatable, and don’t be afraid to experiment on rising networks.
- Champion underrepresented voices. Use your platform to highlight tales and views that always go unheard—altering perceptions and broadening consciousness.
Searching for extra on the artwork of operating a nonprofit social media presence? Learn discover the best social media administration instruments for nonprofits.
And if you happen to see a social publish or marketing campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your thought included in a future article.
