1. Share content that connects, not just informs
One of the biggest mistakes I see nonprofits make on Instagram? Using it like a bulletin board.
While it’s okay to post about events and programs, your audience is there to connect. That means less “Here’s what we’re doing,” and more “Here’s why it matters and how you can be part of it.”
Instagram’s algorithm is designed to prioritize content that builds relationships, posts that spark conversation, encourage sharing, and invite people to spend time engaging. In other words, the more human your content feels, the more people it will reach.
So instead of just posting a flyer, try showing:
- A behind-the-scenes look at your team setting up for an event
- A quick story about someone who’s been impacted by your work
- A volunteer sharing why they got involved
My friends at Great Raleigh Cleanup do this REALLY well if you want some inspiration.
Example: Instead of “Join us for our 5K next weekend,” try:
“Meet Jacob. He ran our first-ever 5K last year in honor of his sister, who inspired his passion for this cause. He’s back this year and he’s bringing friends. Join Jacob and the movement!”
This kind of content doesn’t just share your work; it brings people into the heart of your mission and signals to Instagram that your content is worth showing to more people.
2. Not sure what to post? Here are a few content ideas that work
If you’ve ever opened Instagram and thought, “What should we even post today?” you’re not alone. The good news? You don’t need a flashy studio or a full-time content team to create meaningful posts.
What matters most is storytelling, which builds trust and shows your impact.
Here are a few types of content that consistently perform well for nonprofits:
- Before-and-afters—Whether it's a transformed space or a changed life, this format is always powerful.
- Quotes from the field – A few words from a volunteer, staff member, or program participant can go a long way.
- Day-in-the-life reels – Show what a typical day looks like for your team or someone you serve.
- Behind-the-scenes – People love to peek behind the curtain, from prepping for events to sorting donations.
- Milestones or wins – Did your community hit a fundraising goal? Serve 500 meals this month? Tell them!
Example: I recently saw a reel of a
teacher making PB&J sandwiches after her classes, writing and explaining why it matters. There was no fancy edit, just heart. (Also, it’s hilarious.)
That kind of content makes people stop scrolling and start caring.
3. Make your visuals count
When someone visits your Instagram profile, your grid (aka all your recent posts) gives them a first impression. What do they see?
Your visuals should reflect who you are and what you do: bright photos of your work in action, real people impacted by your mission, and moments that make your cause feel personal and real.
Instagram recently updated how your grid looks—taller images and videos now take up more space (that’s a 3:4 aspect ratio if you want to get technical). Try using vertical content to take advantage of this extra visibility.
You don’t need a big design budget. Just aim for:
- Clear, high-quality visuals
- A consistent look or style
- Content that shows people making a difference
Example: This Reel from the nonprofit Activate Good shows how powerful a simple visual can be. Two nonprofit leaders share how collaboration builds community, paired with a clear call to action and a caption that connects emotionally.
Try It This Week! 🚀
Pick just one small thing to improve your Instagram this week:
- Update your bio so it clearly says what you do and who you serve
- Post a Reel or photo that shows your impact in action
- Share a quick behind-the-scenes story or volunteer spotlight
You don’t need a full strategy overhaul; just start showing up with purpose and personality. A few small tweaks can make your Instagram more memorable and mission-driven.
What’s one Instagram post that made you stop scrolling and really pay attention to a nonprofit’s work? Hit reply and let me know—I’d love to hear what’s resonating with you.
