Social media used to be the cornerstone of nonprofit digital strategy. It promised reach, visibility, and connection, all at no cost. But over time, the rules have changed. Organic reach has dropped significantly, algorithms keep shifting, and staying visible often requires paid promotion. It's time for nonprofits to think differently about how they connect with supporters.

Stop Renting Your Audience. Start Owning the Experience.

Social media is a helpful tool, but it is not a foundation. If your nonprofit relies entirely on platforms like Facebook, Instagram, or TikTok to reach your audience, you are vulnerable to sudden changes you cannot control.

Owned platforms (your website, your email list, and your original video content) give you long-term stability. They offer better control over your message, your data, and your audience relationships.

Why Owned Platforms Matter

• Control: You decide what gets published, when, and how it looks

• Access: Your content reaches the people who signed up to hear from you

• Insight: Email and website analytics give you real feedback on what works

• Longevity: These tools remain useful even as social media trends change

Email Still Works and It Works Really Well

Email is often underestimated, but it remains one of the most effective tools for engagement and conversion. Some studies report an average return of 36 dollars for every dollar spent on email marketing.

Here are some ways to use email effectively:

• Announce new programs, campaigns, or events

• Share behind-the-scenes updates with donors

• Offer exclusive content or early access to volunteers or key supporters

• Segment your list to send targeted messages to patrons, donors, board members, or press

Email is also about six times more likely to get a click than a social media post. When done well, it drives meaningful action.

Use Video Where It Matters Most

Video is not just for social feeds. It belongs at the centre of your website and your email marketing. It helps your mission come to life in ways that words cannot.

Repurpose existing content to get more mileage:

• Turn a campaign video into short clips for newsletters and your homepage

• Use volunteer testimonials in both donor emails and event presentations

• Share behind-the-scenes footage or personal stories to build connection

Research suggests that people retain up to 95 percent of a message when they watch it in a video, compared to just 10 percent when reading it as text.

Your Website Is the Digital Home Base

Nonprofits often overlook their websites, but this is where your most committed supporters go to learn, give, and get involved. Make sure your site:

• Is mobile-friendly and up to date

• Features video content front and centre

• Has clear calls to action like "Donate," "Subscribe," or "Join Us"

• Includes a blog or news section for fresh updates and improved search visibility

Your website should reflect your organization’s current work and invite supporters to act.

Build Your List, Build Your Base

Even in-person events can help grow your digital presence. Here are a few ideas:

• Use QR codes at events to encourage newsletter sign-ups or contest entries

• Include post-event surveys that let attendees opt in to updates

• Partner with other organizations to cross-promote your platforms

Think of every touchpoint as an opportunity to strengthen your owned channels.

Social Is a Support, Not the Stage

This is not a call to abandon social media. It still has value. But it should support your strategy, not define it. Use it to amplify messages from your website and email. Focus your energy on platforms you can control, relationships you can nurture, and stories that can be told consistently.

What You Can Do This Week

To begin this shift, choose one of the following:

• Strengthen your email marketing

• Update your website homepage

• Repurpose one video into three new content pieces

Build a strategy that supports your mission and doesn’t rely on chasing algorithms.