The 80/20 Rule for Nonprofit Content Creation

Read time: 3-4 Minutes

Ever notice how some of your content gets great engagement, while other efforts just… fall flat? I’ve been there. 🙋‍♀️

Youv’e probably heard of the 80/20 rule, also known as the Pareto Principle. It’s the idea that 80% of your results often come from just 20% of your efforts.

For nonprofit leaders, understanding this can help you figure out what content is really resonating with your audience – what’s most likely to inspire them to support your cause – so you can focus your time for the biggest impact.

Let’s break down how to work smarter on your content, not harder in this issue of Changemaker Mondays ☀️ ☕ 🌍.​
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So, why does this matter? 🤷‍♀️

I recently talked about the power of content and social media for helping nonprofits gain donors, volunteers, and other support. But if you’re not intentional with your content strategy, it can become a real time-suck. 😭

For when you’re creating newsletters, blogs, social media content, or videos, understanding the 80/20 rule can be a total game-changer. It helps you focus on the content that makes the biggest difference—the 20% that can lead to 80% of your engagement, donations, or even new supporters. Then you can do more of that (and less of the other stuff. 🙂

Now we can dive in.

1. Focus on What’s Working 📊

​Analyze what’s driving the most engagement, donations, or new followers. Then identify which pieces consistently drive the most positive results, allowing you to focus on producing more of that type of content going forward.

Where to look:

• Social media insights: Check your insights dashboard on your social media platform of choice. You’re looking to see which posts got the most reactions, shares, or clicks. Is there a pattern? (ex: They’re all videos, or they all tell stories, etc.)
• Email metrics: Check your email platform’s analytics dashboard to see what subject lines or calls-to-action led to the highest open or click-through rates?
• Website traffic: If you have a website, Google Analytics is a free tool that tracks visitor activity. Check the 'average engagement time' for each page to see which posts are holding visitors' attention.

2. Balance and Repurpose Your Content ♻️

I’ve found that there’s also a marketing version of the 80/20 rule, and it applies to the type of content you create:

• 80% should be providing value to your audience through education, entertainment, or problem-solving: Share success stories, how-to guides, and behind-the-scenes updates.
• 20% can be promotional: Asking for donations, advertising events, or promoting your services.

Once you’ve identified what’s working, repurpose your content to save time and give your best ideas new life—helping it reach more people. Try:

• Turning a blog into a social media carousel.
• Splitting a video into bite-sized clips for social media or embedding it in a blog.
• Refreshing an old success story with updated visuals and sharing it again.

3. Create a Content Calendar 🗓️

A content calendar for your nonprofit can be your new best friend.

When we first did this at my own organization it was a game changer.

Suddenly we were creating a schedule for what content to post and when, and choosing that content with actual intention. 🤪 Plus, as my team grew, the content calendar let us coordinate and share in the duties of creating content.

Here’s how to get started:

• Choose a tool to create your Content Calendar. Many folks just use a spreadsheet, but you can get fancy with social media scheduling services too (if you have a budget for that).
• Block out time each month to evaluate what’s working and adjust your plan.
• Set monthly themes and key dates to stay focused.
• Mix it up with different content types like stories, videos, and how-tos.
• Review and adjust regularly to keep your 80/20 balance on track.

4. Keep It Simple and Authentic ✍️

I’ve found that using real voices makes a real impact—show the faces behind your work, whether it’s volunteers, staff, or those you serve (where appropriate). Your audience wants to feel inspired and connected to your mission, not impressed by fancy language.

Ready to apply the 80/20 Rule? Give it a try! This week, take a look at your content and see how the steps above work for you.

Hit reply and let me know which content type is performing best—I’d love to hear what’s working.

3 more ways I can help you

1. I have lots of free content for you! Check out my library of 250+ educational videos on nonprofits, social entrepreneurship, fundraising, and more on my YouTube channel. If you like what I'm trying to do, help me reach more people like you - who want to make an impact - by subscribing to the channel and sharing it with a changemaker friend! 😁
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2. Need extra support to build or grow a nonprofit or social enterprise? Check out my Changemaker Accelerator membership. Learn more and join.
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3. Need a speaker or training workshop for your social impact event? I'm currently booking 2025 speaking engagements -- check out my speaking and workshop opportunities to learn how I can help you make your event inspiring and actionable!