Upgrade Your Nonprofit Storytelling on Social Media
Storytelling is a skill, an art, and—for some people—even a profession. It's also a strategic tool nonprofits can and should use to connect with audiences, inspire action, and drive meaningful change.
Social media platforms serve as dynamic canvases for sharing stories that resonate, but without a clear understanding of what your audience responds to, your posts can land with a disappointing thud. Don’t let that be you!
One of Square Lightning’s founding principles is that design should always tell a story. We never undertake visuals without also asking editorial questions. Even in cases where no text is involved, we remain acutely conscious of the messaging and storytelling opportunities that exist within each image or graphic. Without a story, you’re way more likely to lose your viewers and your opportunity to inspire interest, action, and donations.
When it comes to nonprofit social media, specifically, here are three transformative shifts you can make to upgrade your storytelling across channels, boost your narrative, and invite your audience to take action.
1. Show and Tell Stories with Authentic Images and Videos
This suggestion might seem like it was pulled out of the obvious files, but it’s incredible how often stressed schedules or poor planning can lead to posts that lack personality and punch. Stories have a protagonist, and the protagonist needs to do something. No protagonist, no action, no story.
But we can’t just tell the story; we have to show it, too. At this point in the evolution of social media, all content is visual content. Investing in compelling images and videos that convey the essence of your nonprofit's mission and brand can help connect the audience to your protagonist and your cause.
These types of narratives don’t just happen. It takes forethought to capture authentic moments that reflect the heart of your organization. Once you get into this mindset, however, you’ll be amazed at what you and your colleagues can achieve with a smartphone. By thinking ahead and planning to photograph and record key moments or events, you can avoid stock photos and footage and opt for images that genuinely represent the communities you serve. You can’t buy that kind of authenticity or the deep connection it fosters with your audience. (Don’t forget to ask for permission and have subjects sign a waiver!)
Bonus Tip: Embrace interactive storytelling through features like Instagram Stories or Facebook Live. While many nonprofits have shied away from this form of media, it offers the greatest opportunity to engage in real time, creating a sense of immediacy and involvement. Try doing an “Ask Us Anything” session or a sticker poll, invite some die-hard supporters get the ball rolling, and see what happens!
2. Turn Supporters into Storytellers with User-Generated Content
Your supporters are a treasure trove of stories. Encourage user-generated content by inviting your community to share their experiences, testimonials, or creative expressions related to your cause. This not only diversifies your content but also strengthens the sense of community around your nonprofit.
One of my favorite examples of this was the “I March For” campaign we did at the Southern Poverty Law Center during the 50th anniversary of the Selma-to-Montgomery March. We invited our supporters to print out a simple sign (which we designed), write the cause that they march for, and then snap and post a picture with the hashtag #IMarchFor. People LOVED participating in this campaign, and it brought thousands of eyes to our Selma anniversary content.
Another way to leverage user-generated content is to Identify and spotlight impactful stories from your community. Whether it's a volunteer's journey, a donor's personal connection, or a partner’s success story, these narratives add depth and authenticity to your social media presence. In some cases, it may be appropriate to give clients the mic, inviting them to do an Instagram takeover or join you for a Live. Just be sure to let them take the lead and be on the lookout for exploitative dynamics. (Clients should never feel obligated or pressured to participate!)
Bonus Tip: Make sure your user-generated content is accessible and reflects a diverse range of voices and experiences. Inclusivity broadens your narrative and demonstrates your nonprofit's values and commitments.
3. Create a Consistent Narrative Across Platforms
If your nonprofit doesn’t have a brand messaging guide, you and your boss need to talk (and then call us—we can help!)
Establishing a consistent narrative and point of view that aligns with your org’s mission and values is one of the most beneficial things you can do as a nonprofit communicator. Whether you're posting on Facebook, Instagram, Twitter, or other platforms, your messaging needs to sound like YOU. A cohesive story—including the words you use, the framing you rely on, and the tone you adopt—builds brand recognition and trust and reinforces your organization's identity in the minds of your followers.
That being said, your storytelling approach should adapt to the dynamics of different social platforms. Your Instagram poll will not use the same phrasing as your LinkedIn post, but they should be coming from the same playbook. Tailor your content to suit the preferences and behaviors of your audience on Facebook, Instagram, Twitter (some people call it X), and LinkedIn. Tracking your metrics is a great way to get to know your followers and keep them clamoring for more.
Bonus Tip: Plan strategic storytelling campaigns across multiple platforms. These campaigns can create anticipation, engage your audience across various channels, and amplify the impact of your narrative. Look ahead at your org’s calendar and pick a news hook, observation day, or release date for a new white paper or report. Use that date to start building a campaign that furthers your strategic goals; you’ll be amazed at how effective you can be with a little forethought and planning!
How to “Spark” Your Social Media Storytelling
I don’t usually add plugs for Square Lightning in these blog posts; it’s not really what they’re for. However, I can imagine many people reading this might agree with the suggestions but feel a little lost as to how to actually do these things in practice.
If that’s you, we created a new package to take the stress out of nonprofit social media: Social Media Spark. In a nutshell, we get to know your organization and your brand, generate a year’s worth of content tailored to your causes and campaigns, and create a suite of beautiful, branded templates you can use to create scroll-stopping posts.
If having the guesswork taken out of social media would make your life easier, visit our Social Media Spark overview page or book a free consult, and let’s talk!
Russell Estes is the co-founder, principal, and creative director for Square Lightning. Artwork by Cierra Brinson.
Ready to upgrade your nonprofit storytelling across social media channels? Contact us for a consultation about our affordable nonprofit package, Social Media Spark. We’ll take the stress out of posting in just 14 days.