It’s been a tumultuous 2025 and we’re less than four months in! Nonprofits are feeling the pain and uncertainty around funding sources, policy changes, and economic pressures. Now more than ever (we’ll be able to stop saying that someday right?), nonprofit organizations need passionate supporters. Not just for financial support, but also for awareness and advocacy. Passionate advocates offer tremendous long-term value that can help belabored nonprofits weather the storms and continue to fulfill their mission. The key is to have a content strategy that provides them the best branded content to showcase their passion.
Why Advocacy Matters Now More Than Ever
It’s safe to say that most people trust what friends, family, or influencers say about an organization more than what the organization says about itself. But even more powerful than influencers are organic advocates — supporters, volunteers, and donors who promote your cause because they believe in it. This is why word of mouth marketing is so effective. People trust recommendations from those they know over any other form of outreach.
The rise of social media, digital marketing, and mission-focused communities has given everyday advocates a powerful voice. Content shared by supporters generates exponentially more engagement than content shared by organizations themselves. That’s a clear signal: your most valuable promotional asset may be your most dedicated donors and volunteers.
How to Engage Advocates
Before you can create effective content for advocates, you need to engage and empower them. Here are some essential steps to help turn your supporters into active champions of your mission:
Identify Your Advocates: Start by looking at your most engaged donors, volunteers, and community members — those who consistently show up, give, and share. These are your potential advocates.
Make It Personal: Reach out directly to thank them, ask for their input, or invite them into a more active role. Personal touches show them they’re seen and valued.
Create Meaningful Opportunities: Give advocates ways to get involved that go beyond donating. Ask them to speak at events, host fundraisers, or share their story.
Give Them the Tools: Equip them with talking points, digital assets, content templates, hashtags, and stories they can share to amplify your message while maintaining brand consistency.
Celebrate and Recognize: Publicly recognize your advocates through social media shoutouts, awards, or exclusive access. People love to feel appreciated.
Keep the Relationship Warm: Maintain communication through updates, surveys, and check-ins. Keep them consistently informed and engaged, not just when you need something.
Building relationships with advocates takes time, but the payoff is long-term support and outreach that no amount of paid advertising or marketing can replicate.
What Makes Advocacy Content Different?
Advocacy content for nonprofits stands apart because it is rooted in real experiences and mission alignment. It is always:
Supporter-Generated: Even using templates, the content comes directly from real donors, volunteers, or beneficiaries, through testimonials, event photos, social media posts, or thank-you videos.
Authentic: It’s voluntary, heartfelt, and reflects deep emotional investment in the cause.
Mission-Aligned Perspective: Offers a peer view that validates your organization’s impact and values.
Relationship-Focused: Highlights long-term engagement, shared values, and meaningful connections.
Emotion-Driven: Stories that inspire hope, gratitude, and action.
Highly Shareable: Compelling stories spread quickly—especially when they’re personal and visual.
Enduring Impact: Great stories stay relevant, helping build your reputation over time.
Types of Advocacy Content That Work for Nonprofits
Online Supporter Communities: Create Facebook groups or Reddit forums where donors and volunteers can connect, share stories, and access exclusive updates.
Donor/Volunteer Advisory Boards: Involve key advocates in strategic planning and feedback sessions.
Peer-to-Peer Fundraising Tools: Enable supporters to raise funds on your behalf through personalized campaigns.
User-Generated Social Media: Encourage tagging, story-sharing, and event recaps. Always amplify their content on your main channels.
Testimonial Campaigns: Collect and feature stories from program participants, long-time donors, or volunteers.
Mission Ambassadors: Elevate passionate supporters to represent your cause in communities or events. Ask them to speak at fundraisers or man tables at community events. Or, ask them to testify on your behalf at legislative meetings.
Milestone Recognition: Celebrate anniversaries of giving or volunteering with shoutouts, digital badges, or personalized thank-you content.
Behind-the-Scenes Access: Give advocates a deeper look into your programs and teams. Invite them for program tours or team meetings. They’ll feel even more connected.
Don’t Forget the CTA
Even your most committed advocates need a clear path to action. Every piece of advocacy content should include well-aligned call to actions for your advocate to follow themselves and to include in their content:
- Share their story on social media
- Invite a friend to volunteer
- Start a peer fundraising page
- Join a virtual event or panel
Your CTA should feel empowering and aligned with the supporter’s journey. This is not a transactional request, instead it’s part of a transformational connection.
Making the Most of Supporter Passion
Nonprofit advocacy content is about equipping your most passionate supporters with tools to elevate your mission. It’s real, relatable, and more effective than any paid campaign, because it comes from the heart.
Want to build a strong advocate community for your organization? Schedule a discovery call today!
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