A content strategy helps nonprofits create clear, impactful messaging aligned with their mission. When you're overwhelmed with work, marketing often gets sidelined or feels scattered and ineffective.

But hey, there’s no shame or shade if your existing marketing feels cringe-worthy, all over the place, or lacks a clear message.

With some intentionality, you can build a structured content strategy you’re proud of and achieve your goals. Let’s start by creating your content marketing strategy.

What Is Content Strategy for Nonprofits? Why Is It Important?

Content strategy is your high-level plan for creating, managing, and sharing content that aligns with your goals, audience, and messaging.

It’s different from content tactics, which are specific actions like writing SEO articles, publishing newsletters, or creating videos and infographics. Content strategy comes before tactics.

Do you have a strategy for your social media postings? If you answered no, you’re not alone.

74% of nonprofits (surveyed by Content Marketing Initiative) don’t have a documented content strategy, and 62% don’t measure the ROI of their content marketing efforts.

Overcome Messaging, Resources, and Visibility Issues with A Content Strategy

There are several benefits of having a content strategy for nonprofits. However, I want to focus on three that are connected to issues you’re probably experiencing now:

• Unclear messaging.
• Limited capacity (time, hands to help, or money).
• Not being seen online.

Unclear Messaging

A content strategy ensures consistent messaging across all platforms and audiences, clearly helping you articulate your mission.

Think of content strategy like following a recipe—it gives you a clear plan to create something meaningful. Without it, you’re left to assemble a cohesive story from a random assortment of ideas, which takes more effort and often falls short.

Limited capacity

According to the Content Marketing Institute, “only one in four nonprofit marketers whose organizations have become more successful with content marketing attribute that success to a budget increase for content marketing.”

Thus, it's not about more time, money, or people, although those would be great. You can do more with what you have by focusing on those high-impact content pieces instead of posting them because the trends say you have to.

Not Being Seen Online

Lastly, instead of trying to appeal to everyone and their grandmother, a content strategy helps your nonprofit focus on a smaller specific audience that aligns with your values.

A content strategy helps create holistic marketing, where every tactic and social post intentionally moves you forward to your organization's goals. By doing so, you’re making the best of your resources, saving time and money. Furthermore, your message will be clear because it’s targeted and focused.

Additional Content Strategy Benefits for Nonprofits

• Boost awareness, donor engagement, and fundraising efforts (Jones, Keefe).
• Build authority and reputation (Keefe, Mays).
• Maximize resource efficiency and ROI (Keefe, Seiw Ann).
• Establish a consistent brand presence (MailChimp, Seiw Ann).

By focusing on a content strategy for your nonprofit, you can ensure that every resource—time, money, or effort—is used effectively to amplify your mission.

How to Create A Content Strategy for Nonprofits

Here are the common elements needed for your nonprofit content strategy.

1. Goals: Clear, measurable objectives.
2. Audience: Target the right people.
3. Channels: Pick the best platforms.
4. Sustainability: Plan for time, budget, and team.
5. Content Calendar: Schedule and organize production.
6. Audit & Maintenance: Update and repurpose content.

Once those elements are in place, they can be grouped into these four conceptual phases suggested by Nielsen Norman Group:

1. Planning (goals, audience, channels)
2. Creation (sustainability, content calendar, and workflow)
3. Maintenance (audit)
4. Unpublishing (or removal from the digital product or the user experience)

Core Questions to Consider

1. What are your goals?
2. How do your goals align with broader organizational objectives?
3. Who is your audience?
4. How can you meet their needs?
5. What types of content best align with your goals be created?
6. Which distribution channels should we use?
7. Where do people like to hear from us?
8. How will you measure success (KPIs, ROI, etc.)?

Content Strategy Case Studies

The success of organizations like WWF and Dollar Shave Club shows how a tailored content strategy can drive awareness and meaningful engagement for nonprofits and businesses alike.

World Wildlife Fund (WWF) Wandr Studio

• Goals: Increase awareness of environmental issues, raise funds, and engage supporters.

• Challenges: Competing for attention in a crowded media landscape, inconsistent messaging across different channels, and difficulty tracking the impact of their content.

• Content Strategy: Wandr Studio worked with WWF to develop a content strategy focused on visually compelling stories in formats like videos and infographics. The strategy utilized a content management system to enhance workflow and track performance.

• Results: Increase in website traffic, social media engagement, and donations. Their content has also helped to raise awareness of environmental issues and inspire people to take action.

Dollar Shave Club

• Goals: Acquire new customers, increase brand awareness, and differentiate themselves from competitors.

• Challenges: Competing in a crowded market with established brands and limited marketing budget.

• Content Strategy: Dollar Shave Club used a humorous and flippant tone to create a series of videos shared widely on social media. They also used email marketing to build relationships with their customers.

• Results: Increase in brand awareness, website traffic, and sales. They acquired millions of new customers and became one of the fastest-growing companies in the United States.

BairStories

Lastly, at BairStories, we are finalizing our content strategy, which partially inspired this article.

• Goals: 10x Newsletter to 460 Subscribers (brand awareness)

• Challenges: Limited capacity (solo full-time employee and no budget)

• Content Strategy (in the works):
  • New Lead Magnet: Create a storytelling cheat sheet to boost sign-ups.
  • Guest Podcasting: Secure 10 podcast guest spots.
  • LinkedIn: Post/comment 3-5 weekly to target environmental leaders and drive subscriptions.

• Results: Check back later this year

Can You Have Multiple Content Strategies?

You can if your organization has diverse goals, such as boosting brand awareness, engaging donors, and recruiting volunteers. Each goal might require a tailored approach. 

The key is to ensure all strategies align with your overarching mission and maintain a consistent voice.

At BairStories, I publish a video series, Stewarding BairStories. This doesn’t support new subscribers, but it does help my other goal: trust building.

So, you can balance multiple strategies with the proper planning without overextending your resources. It’s not about doing everything at once—it’s about doing what matters most for your mission.

Activity: Your 30-Minute Content Strategy Boost

So far, I've discussed that crafting a content strategy is about clarity, focus, and ensuring every content you create has a purpose.

Now, it’s your turn. Start small by crafting a simple content mission statement. I borrowed this cool idea from Ann Gynn at the Content Marketing Institute.

This quick exercise simplifies your approach, narrows your focus, and ensures every piece of content works toward your mission. For more insights, check out Ann Gynn’s article on the Content Marketing Institute.

Write your nonprofit mission and purpose.

• Your mission is your "why"—the reason your organization exists.
• Your purpose is your "how"—how you achieve that mission.
• Example: The mission is to "Empower injured veterans." The purpose is to "Raise awareness and provide services for veterans."

Write your content strategy key priorities (purpose)

• What outcome are you trying to achieve?
• Who is your top-priority audience?
• What does that audience need most from your content?

Assemble your content mission statement.

• Combine your mission, purpose, and priorities into one actionable sentence:
• Example: “Our content will inspire donors by showing how their support directly changes lives through impactful stories.”

Focus on What Matters Most

A solid content strategy helps nonprofits align their messaging, maximize resources, and reach the right audience. Whether aiming to improve clarity, engage supporters, or build trust, planning makes all the difference. 

Develop a strong content strategy by outlining your objectives, identifying your ideal audience, selecting suitable platforms, creating a sustainable content creation plan, and regularly reviewing and adapting your approach to maximize impact.

For more insights like this article, check out our other nonprofit storytelling and marking tips.

Related Articles

• Simple Content Library to Improve Your Video Storytelling
• How to Clarify Your Environmental Organization's Core Messaging
• 6 Essential Organization Stories You Need To Tell
• Video Marketing for Small Business: Why Vs What-Based Stories
• How to Build Powerful Relationships Through Content Marketing

Attribution and References

• OpenAI’s ChatGPT and Grammarly were used for revisions and feedback.
• Hickery, Michele. Constant Contact: Content Strategy for Nonprofits: Make the Most of Your Story.
• Keefe, Corinna. Content Strategy for Nonprofits.
• Jones, Ryan. Keela: Content Strategy for Nonprofits: Share Engaging Stories.
• Seiw Ann, Tan. 5 Content Strategy Examples + How to Create Your Strategy.
• MailChimp. A Beginner’s Guide to Building a Content Strategy.
• Mays, Gillian. StoryBlock: 3 Strategies to Improve Content Creation and Management.
• MarketMuse. What is Content Strategy? (With Examples).
• Nielsen Norman Group. Content Strategy 101.
• Gynn, Ann. Content Marketing Institute: 30-Minute Hack for Nonprofits to Improve their Content Marketing.