A Guide to Creating Scroll-Stopping Social Media Images for Nonprofits
You post on social media. Three people “like” it. What the hell? Was it worth the hour you spent crafting that caption or choosing that image? Why is no one engaging? Or do your followers even see it at all?
Is it the algorithm, or is it you?
Here’s the reality: You can’t game the algorithm. You can do your best to adjust to its whims and foibles, but ultimately, the algorithm’s gonna algorithm. Anyone who tells you otherwise is trying to sell you bot-powered software.
But you can control what and how often you post. Showing up authentically and consistently and posting valuable content is your best recipe for social media success.
And here’s another (less depressing) reality: It doesn’t matter if some of your posts only get three likes because you are building a body of work. When the right people do find your profile, they are going to see an established, confident nonprofit that believes in its mission and puts care into its communications.
Those people become your people—your cheerleaders, your advocates, and your base. And a few thousand of those followers are worth waaaay more to your nonprofit than 100,000 strangers who don’t give a crap about your cause.
Here's your guide to creating social media images that make people stop scrolling—or stay on your page when they find you—engage with your content and share your posts for maximum impact.
“If you want to connect with your audience, they have to ‘get’ you; that’s not going to happen if your branding is all over the place.”
Design Posts that Resonate
Audience Behavior
If you’ve been posting for a while, you have the luxury of being able to go back and analyze what your audience responds to. This will help you understand their interests, preferences, and the causes that resonate with them. (If you haven’t been posting for a while, no worries—just start tracking your analytics now!)
Your work is your work, and that won’t change based on what people like, share, and comment on. But you can tailor your visuals to speak directly to the heart of your audience, making it more likely that they’ll stop and take notice.
Consistent Visual Branding
Recognizable typefaces, colors, and vibe can help your audience feel trust and connection to your nonprofit and its mission. If you want to connect with your audience, they have to “get” you; that’s not going to happen if your branding is all over the place. Maintaining a consistent visual style across your social media platforms is key to maintaining brand fidelity.
Visually Striking Graphics
Eye-Catching Colors
Square Lightning works with a lot of nonprofits that deal with serious issues; as a result, many of their brand colors are somewhat stark or subdued. However, that doesn’t mean they can’t create vibrant and eye-catching colors to make their visuals stand out in crowded social media feeds.
Colors, color contrast, and color combinations all evoke emotions, so even if your palette is relatively tame, you can play with white space, color blocks, knockout lettering, and patterns to help pump up the drama. You might even decide to introduce a brighter color just for social media purposes—totally okay as long as it’s consistent.
Bold Typography
I know I’ve beaten this drum on the blog before, but incorporating bold and legible typography is absolutely critical if you want your message to be clear at a glance. Again, you may decide to introduce typographical elements that depart from your primary style guide for social media use; just make sure it aligns with your brand personality and maximizes readability.
Clear and Compelling CTAs
Just like in life, you have to ask for what you want on social media. Want your audience to swipe? Add a giant arrow. Want them to read the caption? Put something juicy in the captain and tell them to read it in your video or graphic. Whether it's encouraging donations, signing petitions, or sharing the post, guide your audience on the next steps you want them to take.
“Even if your palette is relatively tame, you can play with white space, color blocks, knockout lettering, and patterns to help pump up the drama.”
Use High-Quality Imagery
Quality Photography
You don’t have to invest a lot to access high-quality, authentic photographs that align with your nonprofit's mission. If you have the opportunity to photograph your colleagues at work in the field, grab your iPhone and take full advantage of that opportunity. You can also use cropping and filters in Photoshop to make high-quality stock images look less stocky-y. (A blog post on exactly how to do that is in the works!)
Engaging Imagery
Choose visuals that evoke emotions and depict action. Whether it's showcasing the impact of your nonprofit's work or telling the personal stories of those you serve, images that tell a story (What just happened? What’s going to happen next?) are more likely to convince your audience to stop and read.
Art to Inform and Educate
Data Visualization
Condense complex information into easily digestible infographics using charts, graphs, or other simple visuals to present key facts and statistics. Infographics are highly shareable and effective in conveying information quickly. Not sure how to make them? There are tons of customizable plug-and-play options in Canva and PowerPoint (or hit us up—we can help!).
Shareable Facts & Observation Days
Shout out your nonprofit's achievements, impact, and relevant observation days with a creative twist. People love to share “Did You Know?” and “Happy Birthday [Cool Person]!” posts. This kind of content both informs your audience and encourages them to spread the word about your org.
Remember: Your audience wants to share stuff that makes them look smart and well-informed. Apply the “What’s in it for my audience?” lens to your content, and watch your engagement soar!
“Just like in life, you have to ask for what you want on social media.”
Optimizing for Each Platform
Platform-Specific Formats
Tailor your visuals to the size specifications of each social media platform. Whether it's Instagram, Facebook, Twitter (or X, if you must), or LinkedIn, optimizing your images for each platform ensures that your content appears seamlessly in users' feeds. Annoyingly, these specifications change every so often, so be sure you are working with the latest dimensions. Optimization may also mean changing up the image itself. If your IG audience loves an inspiring quote but your LinkedIn people couldn’t care less, find a different—but related—option to get the key idea across.
Story Highlights:
Utilize story features on platforms like Instagram and Facebook to create temporary but engaging content. Use this space to share behind-the-scenes looks, updates, and rapid response calls about real-time happenings.
Interactive Elements
Experiment with polls, quizzes, Q&A stickers, or challenges in your images. Engagement breeds connection, and incorporating interactive content invites your audience to participate actively in your world.
Encourage User-Generated Content: Fostering Community Involvement
Campaigns and Challenges
Design campaigns or challenges that encourage your audience to create and share content related to your cause. User-generated content not only expands your reach but also fosters a sense of community around your nonprofit and its work.
Showcasing Supporters and Clients (when appropriate)
Feature your supporters in your visuals. Whether it's highlighting volunteers, donors, or beneficiaries, showcasing real people adds authenticity and resonates with your audience. If it’s appropriate for what you do (and you have explicit written permission), consider also highlighting client stories and successes.
“You can’t game the algorithm, but you can control what and how often you post. Showing up authentically and consistently is your best recipe for social media success.”
Visuals That Spark Change
By knowing your audience and committing to striking, high-quality imagery, your nonprofit can create a social media feed that not only makes people stop scrolling but also inspires them to become active advocates for your cause. Once you see what works, the algorithm won’t seem quite so stand-offish—and you can feel confident that anyone who visits your page for the first time is met with a cohesive, strategic ecosystem that’s rich with valuable information and invitations to connect.
Russell Estes is the co-founder, principal, and creative director for Square Lightning. Artwork by Russell Estes.
Ready to elevate your nonprofit's social media impact? Visit our Social Media Spark overview page and schedule a free consultation. Let us create visuals that resonate with your audience, build community, and drive meaningful change!