For years, social media has been a place for organizations, like nonprofits, to connect with their audiences, share their work, and build visibility. But lately, many nonprofits have been questioning whether these platforms truly nurture the kind of community we want to cultivate — or if they simply keep us in a loop of endless content creation, asking more and more of us while giving less in return.
One of the most revealing trends in community engagement is how people take meaningful action, whether donating, participating in classes, or attending events primarily off social media. Research shows that as third spaces — cafes, libraries, and community centers — disappear due to economic pressures, urban development, and the rise of digital spaces, people are increasingly seeking connection through word of mouth, email, community partnerships, and real-life experiences. Studies indicate a rising preference for in-person interactions and a growing opportunity for nonprofits to fill this gap. So why do so many organizations continue to invest heavily in platforms that don’t return the same effort?
Here are three ways to engage your community more thoughtfully and build stronger connections.
Prioritize your own spaces
Social media isn’t ours. Every post, update, or announcement exists at the mercy of an algorithm that determines who, if anyone, sees it. Platforms like Meta (which owns Facebook and Instagram) have full control over visibility, engagement, and even access. Accounts can be suspended or removed without warning, and shifting policies often deprioritize nonprofit and community-driven content in favor of paid advertising or content that prioritizes their platforms. This raises an important question: Why focus so much on spaces we don’t control when we could build stronger, more direct connections elsewhere?
Organizations and individuals alike should invest more in email newsletters — a direct line of communication that reaches people without interference. We’re already seeing a massive exodus from platforms like X to Substack. Unlike a social post that disappears into the algorithm, an email lands where it’s intended, creating a more reliable and personal touch point. For highly engaged communities, text-message updates offer another avenue for deeper connection. If your goal is to build lasting relationships, why not make it personal? Direct communication fosters trust and engagement in a way social media simply cannot replicate.
Nonprofits also can embrace long-form storytelling through blogs, vlogs, or other formats to share ideas and creative processes without the pressure of social media performance metrics. Social platforms reward quick, viral content, often at the expense of depth and nuance. But on owned platforms, there’s space for richer storytelling and more meaningful conversations.
Shifting your focus to platforms you own offers the opportunity to build resilience, prioritize real engagement over algorithmic reach, and create long-term impact without the constraints of social media.
Remember the power of word of mouth
When people love something, they talk about it. And when they hear about something from a friend, they trust it more than any ad or boosted post. Research backs this up: 92 percent of consumers trust recommendations from friends and family over all other forms of advertising. A personal recommendation carries more weight than digital marketing.
While word-of-mouth marketing happens naturally, it can also be nurtured intentionally. Nonprofits can create more moments worth sharing — whether through special in-person gatherings, behind-the-scenes experiences, or exclusive first looks at new projects. Inviting people to bring a friend to an event or class can expand a community in an organic and personal way, creating the kinds of meaningful first encounters that digital outreach often struggles to achieve.
But beyond in-person experiences, it’s also worth considering how to make it easier for people to share in ways that feel natural and joyful. That might mean offering pre-written prompts or templates for supporters who want to spread the word, providing shareable behind-the-scenes content, or structuring referral-based incentives that reward engagement without feeling transactional.
Word of mouth is one of the oldest and most effective forms of communication, but in a world flooded with digital noise, it’s more valuable than ever. The key is not just to hope for it but to actively create the conditions that make it flourish.
Lean into presence, not performance
Constant posting can transform genuine connection into mere performance. Maintaining an incessant online presence may also contribute to burnout among employees and diminish the quality of interactions with supporters. Instead, nonprofits should approach social media with renewed purpose focused on:
- Thoughtful sharing over frequent posting: Instead of adhering to a demanding posting schedule, focus on sharing meaningful content when there’s truly something valuable to convey. This shift prioritizes quality over quantity, fostering deeper engagement with your audience.
- Selective platform engagement: You don’t need to be active on every social media platform. Concentrate your efforts on channels where authentic connections are most likely to occur, allowing for more genuine interactions and reducing the strain of managing multiple accounts.
- Authentic content creation: Move away from chasing fleeting trends and trust in your organization’s unique voice and rhythm. Authenticity resonates more with audiences than conforming to every new online fad.
By embracing a strategy that values presence over performance, you can cultivate more meaningful relationships with your nonprofit’s communities and alleviate the burnout associated with the constant pressure to post.
This isn’t about leaving — it’s about rebalancing
I don’t know if stepping away from social media entirely is the answer. Maybe one day, more organizations will follow Lush Cosmetics’ lead and say, No more platforms, no more algorithms — meet us in real life. Or maybe the key is finding a balance, using these tools without feeling used by them.
What’s clear is that this is an ongoing conversation — one that’s not about immediate action but about reflection.
