Most nonprofits think of their website as home base: the place where everything important lives. It’s carefully maintained, proudly stocked… and a little lonely.
That’s because people aren’t likely to be wandering onto your website. They’re bumping into your ideas somewhere else: on Instagram, in a LinkedIn scroll, or through an AI chatbot that learned about you from Reddit.
As nonprofit digital strategist Julia Campbell put it in the conversation for our brand new article Turn your website content into a social media pipeline:
“We always think of our website as the hub of our information, but we should be sharing that content on social media as well. People aren’t finding our website in daily feeds. They’re on Instagram, Facebook, LinkedIn, TikTok. That’s where we’ll be discovered.”
In other words: if your content never leaves home, it’s probably not being found. When your ideas move into people’s daily feeds, they meet audiences who didn’t know to look for you. That’s how your expertise travels: one quote, one image, one “did you know?” at a time.
You don’t need to reinvent your content for this. Start with what’s real and relevant: stories that show your mission in motion, or short insights that teach something useful. Skip the board bios and the history page. Share what actually helps people understand, act, or feel connected.
And don’t get hung up on production value. A quick phone video or Canva slide will do the job. “Authenticity is so much more powerful than polish,” Julia says. “People want to see the real humans behind the mission.”
That’s the real shift. It happens while people scroll, search, and chat:
- Instagram, LinkedIn, and Facebook are where your stories pop up in people’s feeds. That’s not because they were looking for you, but because your content connected to something they care about.
- For those who are actively searching, YouTube has become the world’s second-largest search engine. It’s a perfect home for short explainers, educational videos, and stories in motion.
- Meanwhile, AI search tools are expanding what “search” even means, and they’re now pulling from places like Reddit, Quora, and LinkedIn. So if your insights never make it off your homepage, they may not show up in the next generation of search results at all.
Don’t keep your brilliance locked on your website. The more your knowledge gets out there, the more people can find—and trust—you. Let your stories wander a bit. They’ll bring new people back home.
Read the full article–Turn your website content into a social media pipeline–for Julia’s best tips on turning your website content into social posts that get seen.
Dive Deeper
🎉 Free social media conference! 2025 Social Media Summit for Nonprofits
November 18-19th
A free two-day virtual event packed with real-world tips, case studies, and strategy sessions for nonprofits that want to reach more people online. Featuring Julia, Beth Kanter, and a bunch of other cool people who get nonprofit comms.Â
Repurposing Content for Social Media | Vista Social
Not specifically for nonprofits, but a lot of good insights on how specifically you can break up content and reuse it on social media.
The Minimalist Marketer – How Nonprofits Can Do More with Less | Julia Campbell
A recorded webinar from Julia on how small organizations can think through their marketing strategy to choose platforms, how frequently they should post, and what they should post with confidence.