Step 1: Make your organization discoverable
Content creators focus on making sure the right people looking for them can find them, often through SEO / keywords (and lately, AEO or AI-search strategies too).
Similarly, one of the fastest ways to grow your nonprofit is to make sure people can actually find you. That means thinking about how people search online, whether it’s through Google, YouTube, or even social media platforms.
A simple first step is to use clear, specific language in your website and social content. Instead of saying something broad like “We help the community,” try saying phrases that highlight who you serve and how, like “We connect volunteers with food banks in San Diego.”
When people search for “volunteer opportunities in San Diego” or “food bank donations near me,” using those same words on your website, blog, or social media posts helps your nonprofit show up in their results.
The more specific and intentional you are with your words, the easier it becomes for new donors, volunteers, and partners to discover your nonprofit and take action.
Play around with free or low-cost tools to discover how people are searching for your nonprofit and cause area:
- Google Search Console (Free) – Tracks how your site shows up in Google searches and flags technical issues.
- Ubersuggest (Free plan available) – Simple keyword research tool that shows search volume, related terms, and ideas for blog or social content.
- Yoast SEO (Free plugin for WordPress) – Helps nonprofits optimize website pages and blogs with keywords, titles, and descriptions.
Step 2: Show up authentically
Content creators who show their human side tend to thrive.
Similarly, one of the most effective ways to build trust and grow your nonprofit is to let supporters see the humans behind the mission.
A great example of this is Charity: Water. The organization regularly shares authentic stories from the field, updates from their team, and even behind-the-scenes moments that make their supporters feel like insiders. Instead of polished perfection, its content is real, human, and relatable - that’s what keeps people coming back.
Also check out Habitat for Humanity’s story library. Each piece highlights the real people behind the mission - families finding stability through safe housing, volunteers discovering purpose on a build site, and communities transformed by collective action.
You don’t need a huge production team to do this. Even a quick video filmed on your phone, a candid photo of volunteers in action, or a heartfelt story from someone impacted by your work can go a long way toward building deeper connections with your community.
In my experience, when people feel like they truly know your organization and the people behind it, they’re much more likely to stay engaged and support your mission.
Step 3: Create content that feels like it’s about your audience
(as well as your organization)
Having the strongest nonprofit content makes your audience feel included and valued. Think about what your community might find helpful, inspiring, or worth celebrating.
That could be:
- Quick tips that help parents, teachers, or community members solve a problem
- Educational posts that give context around the issue you’re tackling
- Spotlights on the supporters or partners making an impact (instead of always highlighting your organization or what it needs)
When you focus on content that educates, inspires, and includes your community, you’ll start to see a deeper connection, and that’s the kind of momentum you can build on with the right strategy.
Looking for extra support to grow your Nonprofit's base of supporters?
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Try it this week 🚀
Pick just one of the three tactics, whether it’s making your nonprofit easier to discover, sharing something more human and behind-the-scenes, or creating content that speaks directly to your community. Give it a try!
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Which one of the three tactics feels the most doable for you right now? Hit reply and let me know! I would love to hear what you’re trying this week!
