Creating Engaging Content

Creating Engaging Content for Nonprofits

What Works and What Does Not

If you are a nonprofit, chances are you already know that content is one of your most powerful tools. Whether you are trying to raise awareness, drive donations, recruit volunteers, or build community, it all starts with clear, compelling communication.

But here is the challenge. In a world full of constant digital noise, how do you create content that actually gets seen, read, and acted on?

This guide breaks down what kinds of content perform best for nonprofits across social media, email, and blogs—and what you should avoid if you want to engage your audience effectively.

• Why Content Matters for Nonprofits
• What Works Across Platforms
• What to Avoid in Your Content
• Tips by Channel
• Tools to Improve Your Content

Why Content Matters for Nonprofits

Engaging content builds trust, loyalty, and connection. It is how you tell your story, share your impact, and inspire people to act.

According to Classy’s Fundraising Benchmarks Report, organizations that consistently publish mission-focused content see higher donor retention and larger average gift sizes.

Whether you are a grassroots organization or a national nonprofit, quality content helps you:

• Educate the public about your cause
• Attract and retain donors
• Mobilize volunteers and advocates
• Keep your community informed and inspired

What Works Across Platforms

There is no one-size-fits-all answer, but successful nonprofit content typically includes the following elements:

Storytelling

Nothing connects like a real story. Share impact through client testimonials, volunteer experiences, or behind-the-scenes moments from your team.

For tips, check out The Storytelling Non-Profit, a great resource on how to use narrative effectively.

Emotion

Whether it is hope, urgency, or gratitude, content that evokes emotion is far more likely to be shared and remembered.

Use photos, video clips, and personal messages to highlight the human side of your work.

Visuals

According to HubSpot, content with relevant visuals gets 94 percent more views than content without. Use graphics, infographics, and images that align with your brand and tone.

Clear Calls to Action

Every post, email, or blog should answer the question: “What do I want the reader to do next?”

Use direct calls to action like “Donate now,” “Volunteer today,” or “Read the full story.”

What to Avoid in Your Content

Avoid these common content pitfalls:

• Overuse of jargon
  Speak like a person, not a policy manual. Replace “capacity-building initiatives” with “training programs.”
• Too many messages at once
  Stick to one main idea per post or email. If you confuse, you lose.
• Content with no purpose
  Posting for the sake of it leads to burnout and disengagement. Every piece of content should tie back to a goal.
• Neglecting mobile users
  Most people view emails and social media on their phones. Use short paragraphs, big buttons, and responsive designs.
• Unclear headlines
  Whether it is a blog post or a video title, the first few words matter. Be specific and enticing.

Tips by Channel

Social Media

• Use short captions with strong openers. Ask a question or drop a compelling stat.
• Prioritize video. Short videos and reels tend to get better engagement than static posts.
• Use platform-specific features like Instagram Stories, Facebook Lives, or TikTok trends.
• Include donation or action buttons when available.
• Engage back. Respond to comments and messages quickly to build trust.

Email Marketing

• Segment your list. Send relevant content to donors, volunteers, or new subscribers.
• Keep it short and scannable. Use bullet points, headers, and bold text for clarity.
• Personalize the subject line and greeting.
• Use one clear call to action per message.
• Track results with tools like Mailchimp or ConvertKit.

Blog Content

• Focus on questions your audience is already asking.
• Write evergreen posts that remain useful over time.
• Link to your donation page, volunteer form, or newsletter sign-up in every post.
• Add images, subheadings, and internal links to improve readability and SEO.
• Use tools like Yoast SEO or Surfer to optimize your content for search engines.

Tools to Improve Your Content

Here are a few free or low-cost tools nonprofits can use to create better content:

• Canva – Design graphics, flyers, and presentations
• Grammarly – Edit and proofread blog posts or emails
• Hemingway Editor – Simplify your writing for better readability
• AnswerThePublic – Find content ideas based on real search queries
• Google Trends – Discover trending topics to write or post about

Final Thoughts

Great content does not just inform—it inspires. By sharing stories with heart, simplifying your message, and focusing on connection, you can transform your digital content into a powerful engagement tool.

You do not have to be a writer or designer to make content that resonates. You just have to speak honestly, stay consistent, and center your mission in everything you share.

Need help building a content strategy that converts readers into supporters? RJ’s Digital Solutions specializes in helping nonprofits create content that works. Reach out today and let’s bring your story to life.