Content Strategy for Nonprofit: how to create value for people

content strategy for non profit

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If creating a content strategy is problematic for any brand, things become more complicated for nonprofits organizations.

For this kind of brand, more than the others, their content strategy has a lot to do with personal branding than anything else. However, nonprofits companies have many ideas, purposes, and values they can share with their audience, even if they don’t sell anything.

It may seem impossible, but creating the perfect content strategy for nonprofit organizations will give you a lot of satisfaction and, what is more important, lots of revenue.

Discover with us how to develop a content strategy that will make your communication shine! 

Why Nonprofits need a content strategy

There are several reasons why nonprofits should have a content strategy, but the most important is awareness.

Thanks to a content strategy, even the smallest nonprofits can reach an audience that would be difficult to catch otherwise.

They can meet interested people, explain their projects, and engage people that are looking for them. Social media – and other kinds of content platforms – will amplify their voice and share their messages, hypothetically, even worldwide!

However, if charity organizations want their content to be effective, they can’t publish something once every blue moon, and it is there that the strategy comes in.

If they want their content to shine and reach as many donors as possible, they need to study an accurate strategy, from the tools to the tone of voice, from the channels to the kind of content they want to share.

Always remember that content, to be effective, has to be useful, enjoyable, and suited to the platform on which you choose to share it. 

Your content should also focus on your audience, teaching, or showing something people still don’t know.

In this way, you may engage supporters, know new members, and even create new projects that will have way more resonance than if you just kept them between your members and inside your association.

However, one thing is even more crucial for nonprofit organizations than for-profits brands – the content you provide has to be valuable for people.

No one follows a brand that doesn’t bring value into users’ life, but for a nonprofit marketing strategy rise, values and awareness should be the mission.

Set social media, newsletters, blog posts, or even podcasts, according to the marketing plan.

Planning is not a waste of time but an investment in your brand to make more people know about you and the projects you carry on.

Five ways to develop a content strategy for nonprofit organizations

People – and Google algorithms, too – crave for quality content

Now that you know how important it is to have a content strategy, it is time to start working to create it. Here we collected five suggestions you can use for your first nonprofit content marketing strategy!

Take a point of view

If there is something that nonprofit organizations don’t lack, it is a particular point of view, plus a list of strong values which their supporters know and share.

It is a goldmine for your content strategy.

Moreover, selecting a specific point of view will make your brand strong and recognizable.

What does it mean when it comes to practical actions? 

Ask yourself what you know better than anyone else because you work with it every day. Is it pet care? First aid? Deforestation? Whatever it is, you are an expert on it: your point of view is probably unique. Your audience is likely curious to know what you think about it, and maybe it’s craving for the advice!

Your point of view will become your identity.

Ask yourself if there is something you can give to your customers that no one else does, or if they have particular questions about your field of expertise that you could answer – and no one else does it. In this way, you will be recognizable while talking about your job and your values. It will be more difficult for competitors to copy you because a strong personality is what makes a brand great – and it is almost impossible to reproduce without a poor, painful result.

Don’t forget to reflect this accuracy in your content: post only accurate, factual, and relevant topics. Work for your credibility.

Identify goals and channels

Now that you have a voice, it is time to decide what to communicate, how, and where. You have to select your goals and define channels and topics. It is the most complex – yet exciting – part of the strategy.

If you don’t set goals, you will not have any parameters to understand how your communication is going. So, even before you develop a strategy, think about what you want to obtain. Remember that your goals have to be measurable and reliable. During the development of this part, some KPIs will help you.

Once you have your goals, you should start to think about your content. Which channels are you going to use, and which topics are you going to cover?

For the first one, you need a target analysis. You can’t choose channels only because you like them, but they must be a functional tool. It would be best if you were where your audience is. Creating some buyer personas might help you know something about your audience. Do they use LinkedIn the most? Are there more Facebook people? Do they spend hours on YouTube or love TikTok? Information and behaviors are crucial to save money, effort, and time in the right places.

Attract your target audience

Provide relevant content. The best way to know what your community finds relevant is by using customer analytics systems, like Ghostwriter AI.

The more precise you can get about what they want, the more likely they will follow you. Studying your community members’ may even surprise you: maybe you were focusing your efforts on a specific topic that you believed interesting, and then you discovered that your audience cares more about a completely different subject!

And you don’t want to risk losing your time and resources in the wrong trail, right?

The more the info is, the lower the risk and the higher the success rate.

Remember that your content has to be useful and entertaining, and you will not make mistakes, especially if you follow the following advice.

Create reliable content

Another advantage of nonprofit organizations is that they are reliable – and relatable.

So, why not to use this advantage to produce stunning content? 

Using your authority to create content will create a virtuous circle – the more reliable content, the more users will trust you.

So, it is time to show off – maybe not too much – and let your experts out!

You will gain the love and trust of your users and search engines too.

E-A-T – stands for Expertise, Authority, and Trust – is an important off-page SEO parameter. 

Google gives more relevance to content that is fact-checked, reliable, and trustworthy. 

So, the more you are reliable, the better – for your users and your online SEO strategy, too!

Humanize your content and be coherent to your values

Do you remember we discussed values before, right?

A human-centered approach is on top of any nonprofit marketing strategy.

Always remember that people follow nonprofits because they believe and share a vision of the World.

So, when it comes to content, try to make it as human and warm as possible. Write engaging copywriting, talk about topics your audience firmly appreciates and approves of.

Most importantly, always stick to your values – and communicate it. There is nothing worse than an organization that says something and then does the exact opposite.

Do you fight deforestation? Are you supporting a plastic-free life? Share articles about the hot topics you care about and, even more crucial, behave coherently and share it on your channels.

Adopt a compelling Content Curation strategy. In this way, your audience will know it and be even happier to support you and sympathize with you.

Three tools to design your content strategy for Nonprofit

Now that you have your strategy, it is time for using the superpower of technology to scale your results faster. 

Tools help you analyze your data and analytics better, to understand your audience, and perfect your strategy in no time.

Here we have collected three of our favorites that lead all our content strategy.

Do you have a favorite tool? Share it with us on our Facebook, Instagram, or Twitter channel!

Google Trends

Did you know that Google Trends can help you to create targeted content marketing?

If you don’t know already, Google Trends is a free tool from Google to find out which terms and words are the most popular at the moment. However, it does so much more than this: it can insert the names in a defined context and map the areas where people look for it more often.

It helps when you have to find out what your audience is looking for or need a new topic for an article or a blog post.

Google Trends also has several functions that can help you in your content strategy.

You can look for the keywords you need with the Keyword research and the related keywords, for example. Or you can even use Hot Searches and Top Charts to discover the most popular words and sentences or even find the related topics starting from the one you prefer.

Answer the Public

Do you want to know what your audience is discussing? Ask them!

Thanks to Answer the public, you can start with your customers’ possible questions to discover insights and content ideas.

You only have to digit your keyword or key phrase, and the system will give you a radial panel of answers. All its hints come from Google search. 


Last but not least, here it comes to our Ghostwriter.AI is one of your best friends when it comes to developing an efficient content strategy.

What can Ghostwriter.AI do for you?

First, thanks to our AI-based tools, we can help you to identify your target market.

Next, we can help you reach your target audience and find out your best personas.

Of course, if your audience is diversified and heterogeneous, the same content won’t work for all of them.

We also created a content curator that helps you find the perfect content for any of your personas. And if you need extra help with the copywriting, the Social Post generator and the Predictive analysis tools are here for you!


We have seen how nonprofit organizations can benefit from a well-planned content strategy. The most important thing to remember is that your content has not only to be interesting, amusing, and relatable, but it also has to be coherent with your values.

We learned that yes, even nonprofit organizations need a content strategy to make things work. The good news is that it is fun and making lots of new people aware of your plans for the World or humankind!

Finally, don’t forget to pay attention to the formal part of positioning and SEO. You may write the most beautiful content strategy in the World, but it will be useless if no one can find it.

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