Tag

social media

Jul 07

Beyond the Basics: How Algorithm-Aligned Storytelling Can Transform Your Nonprofit’s Social Media Impact

By Feature

Charitable Advisors

In the crowded digital space, where every scroll competes with breaking news, celebrity drama, and viral trends, nonprofits face a daunting challenge: how do we rise above the noise and truly connect with people who care?

The answer isn’t just posting more frequently or sharing an occasional success story. The real game-changer is intentional, algorithm-aligned storytelling—a powerful blend of emotional narrative, platform-specific strategy, and data-driven creativity that cuts through the noise and gets seen, shared, and supported.

If your organization is still treating social media as an afterthought or a basic update channel, it’s time to evolve.

Here’s how to elevate your impact, visibility, and donor engagement by using the algorithm to your advantage—and telling stories that can’t be ignored.

Why Storytelling + Algorithm Strategy = Visibility and Growth

At its core, social media is about connection. And nothing connects like a story. Research from Stanford shows that people are 22 times more likely to remember information when it’s embedded in a story versus a standalone fact. But even the best story will fall flat if no one sees it.

That’s where understanding algorithms comes in.

Each platform—Instagram, TikTok, LinkedIn, Facebook, YouTube—prioritizes content differently. And yet, they all reward the same behaviors:

  • High engagement (likes, comments, shares, saves)
  • Longer watch or scroll times
  • Content that encourages meaningful interaction

In short: the better your story, the more time people spend with it—and the more the algorithm rewards you.

Key Action #1: Create “Story Arcs” Over Time, Not One-Off Posts

Most nonprofits post a single photo with a caption about someone they’ve helped. That’s fine—but not transformational.

Instead, think like a content creator or documentary producer: break your impact into episodic content. Use story arcs to take your audience on a journey.

How to implement:

  • Introduce a beneficiary, community, or issue in Part 1.
  • Share the challenges in Part 2.
  • Show the transformation or impact in Part 3.
  • End with a call to action: donate, share, or join your cause.

🎯 Pro Tip: Instagram Reels and TikToks that follow 3–5 part storytelling arcs generate 35–70% more engagement than standalone posts, according to data from Hootsuite (2024).

Key Action #2: Use “Relatable Anchors” in Your Storytelling

Your story might be about advocating for school transportation in Indianapolis or a housing crisis impacting the entire state. But the algorithm—and your audience—need a reason to stop scrolling.

Use relatable anchors—universal emotions or situations that make people feel seen.

Example:

  • Start a post with “Imagine not being able to send your child to school because there’s no bus service.”
  • Then reveal the location, the community, the work you’re doing.

This human-first framing invites curiosity and relatability, which drives higher engagement and time-on-post—two critical algorithm signals.

Key Action #3: Lean Into Native Video and Closed Captioning

Video is king—but only if done right.

Native video (uploaded directly to platforms) outperforms shared YouTube links by 2x to 3x, according to Sprout Social. Videos under 60 seconds with auto-captioning and hook lines in the first 3 seconds perform best.

Make it work:

  • Start videos with a surprising stat or emotional question.
  • Keep captions on for silent scrolling (which accounts for 85% of Facebook video views).
  • Add direct CTAs (“Double-tap if this made you feel something” or “Comment with ❤️ if you agree”).

Key Action #4: Hack the Algorithm with “Meaningful Engagement” Prompts

The 2024 updates across Instagram and Facebook favor “meaningful interactions” over passive likes. This includes DMs, comments, shares, and saves.

Post ideas that entice interaction:

  • “What would you do in this situation?”
  • “Tag someone who inspires you to give back.”
  • “Save this post to read later.”

📊 Meta’s data shows that content generating comments and saves gets 4x more reach than content with likes alone.

Key Action #5: Turn Donors and Volunteers into Micro-Influencers

Your nonprofit likely has dozens—if not hundreds—of supporters who would be thrilled to help you grow, but they don’t know how.

Action Step: Build a “digital advocacy kit” with branded Canva templates, captions, and hashtags. Encourage monthly donors, board members, and volunteers to post about why they support your cause.

Even accounts with 300–1,000 followers can have big impact when posts are authentic and timely. This is called networked visibility—and it costs you nothing.

🔎 According to Edelman’s Trust Barometer, people trust friends and “people like them” more than celebrities or brands—making peer-driven content 2.5x more effective at converting interest into action.

Key Action #6: Use Data to Drive and Adjust Your Content Strategy

Don’t just post and hope. Use analytics to refine your approach weekly.

Look for:

  • Retention time on Reels or video posts
  • Which posts get shared or saved most (these indicate high value)
  • Optimal posting times (often early morning or post-dinner)

Pro Tool Suggestions:

  • Meta Business Suite Insights (free)
  • Later or Buffer for scheduling + performance tracking
  • TikTok Analytics for engagement drop-off points

Set monthly KPIs for impressions, engagement, and CTR to donation or newsletter sign-ups. Treat social media as a living lab—not a billboard.

The New Era of Impact: Be Seen to Be Supported

Visibility isn’t vanity—it’s viability. If people don’t see your work, they can’t support it. If they don’t feel your mission through your stories, they won’t give, volunteer, or share.

When you harness the power of storytelling plus a platform-aware strategy, you go beyond just broadcasting. You build community, drive action, and increase impact.

So don’t just update. Move. Stir. Connect. Align with what the algorithm wants—and what the world needs to hear from you.

Your story matters. It deserves to be seen.

Sep 08

Local Nonprofits and Businesses Reap the Benefits of Committed Partnerships

By Feature

by Shari Finnell, editor, Not-for-Profit News

Even in the best of times, nonprofits can find it challenging to boost visibility, gain more donors and raise funds. Success often demands a complex mix of strategies, including annual fundraisers, email campaigns, and social media marketing, executed over an extended period of time.

Partnerships with businesses are proving to be a critical component in filling those gaps, according to several local nonprofits. These partnerships appear to be evolving in recent years, as businesses explore more ways to support nonprofits beyond matching gifts, sponsorships and annual fundraising campaigns.

Williams Comfort Air, a business that specializes in HVAC and plumbing, not only contributes to nonprofits with matching gift campaigns; it invests in marketing campaigns on their behalf. As part of its partnership with Outreach, Inc., which serves homeless youth, Williams Comfort Air hired professional production crews to develop radio spots and video productions and promoted the nonprofit’s story to larger audiences. 

First Person Advisors, a benefits and compensation advisory firm, recently established a foundation in partnership with Central Indiana Community Foundation (CICF) and Selflessly. The foundation will be funded through one percent of the company’s annual revenues, as well as matching of individual employee’s gifts of up to $1,000 a year each.

In keeping with a volunteerism tradition started in 2014, OneAmerica, this week, launched its Week of Caring at a time when volunteerism is significantly down due to the COVID-19 pandemic. While the volunteer efforts may look different due to social distancing requirements, OneAmerica associates are finding creative ways to donate their time, including hosting storytelling sessions for underprivileged youth and assisting with letter writing campaigns. 

The virtual format of Week of Caring also allowed associates to reach an unprecedented number of nonprofits.

“This is as hands-on as it can safely be, with associates creatively using the resources we have and maximizing technology, talent and teamwork,” said Jennifer Pittman, vice president, enterprise communications and community affairs at OneAmerica. “Nonprofit organizations need our help now more than ever, and while giving back may look different in 2020, we remain committed to our community volunteerism.” 

Business partnerships that extend beyond annual donations can have a significant impact, according to several local nonprofits.

“A lot of times businesses underestimate their influence,” said Jason Chenowith, CEO of Outreach, one of the nonprofits William Comfort Air has supported annually. “Helping us get in front of people who don’t know us is equally important as the donations we receive. As a nonprofit, you always need to get your name in front of new people. It’s an endless cycle as you try to get people exposed to what you do.”

The campaigns sponsored by Williams Comfort Air continue to open doors — long after they were first launched, Chenowith said. 

“There are times when I will introduce myself to people and they already know the name of Outreach. You can’t quantify the value and benefit of that,” he said. “We are very, very grateful for major donors but that’s not what keeps us alive. It’s an army of people who give $25 or $50 on a regular basis. When a business leverages its social power, it can make a big difference. It allows us to build relationships among individuals.”

Heather Parker, director of development communication for The Julian Center, another nonprofit supported by Williams Comfort Air, said a committed business sponsorship is critical for numerous reasons. 

“When employers are willing to reach out to their employees on their own behalf it exposes us to donors we normally wouldn’t have,” Parker said. “Secondly, nonprofits are able to tap into sizable amounts of money that are unrestricted. It gives the agency more flexibility to cover things they might not have otherwise. That’s a great benefit.”

Matt Tyner, director of marketing for Williams Comfort Air, said that the company seeks to get a better understanding of a charity because they want to share how donations are making an impact. 

“We want to see them come to life,” he said. “A lot of companies are hesitant to promote their community giving, thinking it may come across as not being humble. It should be considered an opportunity to engage their donor bases. As a result of hearing those stories, some donors decide to become annual givers.”

After listening to the charities they serve, Williams Comfort Air also launched summer giving campaigns to offset revenue shortfalls during a slow fundraising period for many organizations. “There’s a lot of giving at the end of the year and at the beginning of the year,” Tyner said. “That’s why we put a significant amount of our giving into the summer months. We want to be a bit of a bridge during the periods where there’s less giving.”

When the pandemic hit, the financial support from Williams Comfort Air helped nonprofits continue to serve their communities at a critical time, he said.

Taking more creative approaches to business-nonprofit partnerships not only benefit nonprofit agencies, said Mark Minner, president and chief strategy officer for First Person Advisors. Developing avenues for employees to support nonprofits can impact morale and foster a sense of fulfillment as part of their employment with a company.. 

“From our experience, that’s just how people are wired. Giving back is really important in their lives and they expect their employer to have that same type of commitment.” Minner said. “As an employer, we have a unique opportunity and role to facilitate opportunities to make their dollars go further faster … to make more of an impact,”

First Person Advisors had already committed to developing a foundation before the global pandemic reached Indianapolis. Working in partnership with CICF and Selflessly, the advisory firm decided to accelerate the launch of the foundation as needs in the community grow.

Minner said other businesses interested in developing a deeper commitment to nonprofits can start with matching programs, if they don’t already have one in place. Establishing a foundation can take significantly more effort, but the impact is so much greater than the time to set it up, he said.

“It really has a significant return in terms of the level of connectivity people feel to the organization,” Minner said. “We can help employees make a difference. It’s great to hear stories from our employees about how appreciative they are to be able to help people.”

May 09

Social media: your key to talent

By Sponsor Insight

By Jeremy York, human resources field representative, Synergy PEO services

It is almost impossible to escape the influences of social media in our everyday lives. From Facebook posts, to Instagram photos, to Twitter’s tweets, we are receiving information 24-hours a day. While much of this information relates to individuals’ personal lives, some of it is business-focused reminding you of company news and events, industry trends and best practices.

But, have you ever stopped to consider how social media may benefit your organization or even you as a manager?

The reality is that social media can be your key to identifying and recruiting top talent for your organization. According to a 2016 survey conducted by the Society for Human Resource Management (SHRM), 84 percent of organizations use social media for recruiting. This statistic is up almost 30 percent from 2011.

These organizations utilize sites such as LinkedIn, Facebook and Twitter to reach both active and passive candidates by promoting their unique company culture and job opportunities, ultimately enticing candidates to view their jobs. Because of the wireless and “connected” world we live in, organizations have to use the most appropriate methods and means to engage talent. Given that nearly two-thirds of Americans are active on social media, this media makes the most sense.

So how effective is social media when it comes to recruiting top talent?

The answer is, it is very effective. Jobvite, a U.S. recruiting technology company, recently launched results from its new social recruiting survey indicating that 70 percent of the active workforce credits social media for their jobs. The survey also reports that 73 percent of recruiters/hiring managers have successfully hired candidates through social media outlets. Additionally, 43 percent of job seekers use their mobile device to engage in job-searching activity. This data indicates that social media plays a key role in discovering talent.

So next time your organization has an open job and is looking for its next star employee, don’t forget about how social media can be your key to talent!

JeremyYork Jeremy York, SPHR, SHRM-SCP, is a Human Resources Field Representative for Synergy PEO Services. He provides strategic and generalist HR support to local nonprofit organization leaders and their staffs. York has over 15 years of human resources experience working as a consultant, director of human resources, and generalist, in the insurance, healthcare, nonprofit, PEO, and other industries.