The Ultimate Instagram Content Strategy for Small Non-Profits

At Community Coders, we’ve been following our own unique strategy that’s similar to 5-3-2 strategy - a pretty common one, that if done properly, works extremely well. What this strategy consists of is for every 10 posts, 5 of them should be value-added content, 3 photos that are "humanized" and 2 that are in coordination with an ongoing marketing campaign.

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As a small to medium-sized non-profit or charity, you might have limited resources when it comes to developing an Instagram Marketing Strategy - in which you might think that it doesn’t help your most important numbers such as your donation growth.

In this blog, we’re going to show you can create a consistent Instagram Marketing Strategy to start improving your metrics such as conversation rate and absenteeism rate. 

When it comes to seeing success for your non-profit, it really comes down to remembering the acronym, the 3 C's: Create Content Consistently. As a charity and non-profit, it’s important to be constantly creating content that allows for your audience to see your passion for this problem, and how it can differentiate you in this space and putting an emphasis on providing value to your audience on social.

However, you're probably thinking that this tip might be a bit too obvious - what type of content should you be putting out there to get a positive return on investment? Not all content will help, and in fact, might actually ruin your brand’s credibility if you’re posting content that doesn’t provide value to your audience.

At Community Coders, we’ve been following our own unique strategy that’s similar to 5-3-2 strategy - a pretty common one, that if done properly, works extremely well. What this strategy consists of is for every 10 posts, 5 of them should be value-added content, 3 photos that are "humanized" and 2 that are in coordination with an ongoing marketing campaign.

In the section below, we’re going to go in-depth with what each piece of content should consist of. After reading what each "component" should include, you'll be able to create an overall effective Instagram content strategy that will allow you to help grow your fundraising dollars and awareness.

5 Value Added Pieces of Content

Depending on your niche and what non-profit space you’re in, the types of value-added content varies. For example, if you deal with an extremely sensitive issue, it might be better to take an educational or informational approach when creating content to make your audience is aware of the impact of the issue or problem your organization is trying to solve.

Another perspective you can take is inspiring or entertaining content, which makes your audience also enjoy the content on your page.

In total, there are six categories of content that you can choose from. Our suggestion here at Community Coders is to choose 2 to 3 categories to mix it up.

  1. Entertainment:
  2. Inspiration:
  3. Education:
  4. Conversation
  5. Connection
  6. Promotion.

At Community Coders we decided to create two Instagram accounts 1) For our highschool students that enjoy educational and connecting, localized content (such as student club organizations) & 2) For charities, where we try to provide an educational platform that helps organizations understand the world of social better. 

Within the 5 value-added pieces of content, an important tip is to include a call to action - we won’t go too deep into what each post should look like as we published an earlier blog post here. LINK

3 Humanization Posts

The power of personalization and being human is incredible on social. Alongside just being yourself on social media, what that also comes with is being natural and authentic - traits that people look for in brands, and you're non-profit. 

So what does humanization mean, or look like in terms of content? 

On Instagram, humanization on Community Coders end consists of a couple things. 

  1. Photos that have our team's faces: When looking at the analytics behind our most successful photos, we noticed that the ones that had the best engagement, visits, and clicks to our website came when we had our faces on the photo! Whether it was showcasing our staff and employees, to our students, these photos had the best engagement. By creating these types of posts, it allows for people and other charities to understand our mission behind developing communities through digital opportunity.
  2. Event Photos: Other than having your team photos, posting photos of your fundraisers, and other people at your events is a great way to develop social credibility and word of mouth. Check out this photo here to see what we’re talking about
  3. Videos: Content doesn’t have to be professionally edited and cut - in fact, some videos are best authentic and raw. One type of content that does extremely well is speaking in front of your phone camera and posting it on Instagram - whether you’re talking about a certain topic etc. One app that we use for this type of content is through clips, an app on the iphone in which it automatically optimizes your sizes for photos, and adds subtitles (without you typing them in).

2 Ongoing Marketing Campaign Posts(Or as some people refer to it, “Self Promotion Posts”):

A lot of companies and people call the 2 posts “promotion posts” regarding your own business, whether it’s a sale or talking about your benefits of your product or service, but don’t look at it that way. The reason why is because your product or service as a charity is always meant to help people, and instead, frame it as a value add. 

These 2 posts are extremely important and will actually determine the success of your other 8 posts. If the other 8 posts you create are meaningful to your audience, the amount of support and engagement on your 2 "promotion posts" will be a good indicator of how well you're doing to engage your community.

When it comes to this type of content, it's normal for it to have lower likes, comments or engagement, but see how many people actually click your link after.

And there we have it! For every 10 posts, remember the 5-3-2 post strategy: 5 Value Adds, 3 Humanization, and 2 Ongoing Marketing Campaign Posts! If you're interested in having unique young talent managing your social media with this unique and effective strategy, book a call with us here.


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