--- title: Want to improve your organic social media content? Try these tips description: We're sharing tips to help nonprofits optimize their organic social content, drive engagement and grow their following. image: https://blog.rkdgroup.com/hubfs/10-13-social_1200x620.jpg --- [![](https://blog.rkdgroup.com/hs-fs/hubfs/210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png?width=157&name=210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png)](https://blog.rkdgroup.com) - [Solutions](https://rkdgroup.com/services/) - [Mid-Level Giving](https://rkdgroup.com/services/mid-level-giving/) - [Monthly Giving](https://rkdgroup.com/services/monthly-giving/) - [Lapsed Giving](https://rkdgroup.com/services/lapsed-giving/) - [Personalization](https://rkdgroup.com/services/personalization/) - [Connectors](https://rkdgroup.com/services/connectors/) - [Machine Learning](https://rkdgroup.com/services/machine-learning/) - [Marketing + Fundraising](https://rkdgroup.com/services/marketing-fundraising/) - [Audience Development](https://rkdgroup.com/services/audience-development/) - [Creative Services](https://rkdgroup.com/services/creative-services/) - [Data Management](https://rkdgroup.com/services/data-management/) - [Strategic Planning](https://rkdgroup.com/services/strategic-planning/) - [Analytics](https://rkdgroup.com/services/analytics/) - [Causes](https://rkdgroup.com/causes/) - [Animal Care](https://rkdgroup.com/causes/animal-care/) - [Food Banks](https://rkdgroup.com/causes/food-banks/) - [Health + Hospitals](https://rkdgroup.com/causes/health-hospitals/) - [Humanitarian](https://rkdgroup.com/causes/humanitarian/) - [Missions](https://rkdgroup.com/causes/missions/) - [Salvation Army](https://rkdgroup.com/causes/the-salvation-army/) - [Results](https://rkdgroup.com/results/) - [Acquisition](https://rkdgroup.com/results?cat=acquisition) - [Digital](https://rkdgroup.com/results?cat=digital) - [Mid-Major Programs](https://rkdgroup.com/results?cat=mid-major-programs) - [Advanced Analytics](https://rkdgroup.com/results?cat=advanced-analytics) - [Direct Mail](https://rkdgroup.com/results?cat=direct-mail) - [Multichannel Strategy](https://rkdgroup.com/results?cat=multichannel-strategy) - [Data Management](https://rkdgroup.com/results?cat=data-management) - [Media](https://rkdgroup.com/results?cat=media) - [Website Development](https://rkdgroup.com/results?cat=website-development) - [Resources](https://rkdgroup.com/insights/) - [Blog](https://blog.rkdgroup.com/) - [Benchmarks](https://info.rkdgroup.com/benchmarks) - [Webinars](https://info.rkdgroup.com/webinars) - [Ebooks + Research](https://info.rkdgroup.com/ebooks-research) - [Podcast](https://info.rkdgroup.com/group-thinkers-nonprofit-marketing-podcast) - [Field Guides](https://info.rkdgroup.com/field-guides) - [About Us](https://rkdgroup.com/about/) - [Leadership](https://rkdgroup.com/about/leadership/) - [Careers](https://rkdgroup.com/about/careers/) - [Let's Chat](https://rkdgroup.com/lets-chat/) #### Subscribe to our blog ### Subscribe to Email Updates ## Featured Post   [RKD Group](https://blog.rkdgroup.com/author/rkd-group) ## [RKD Group Acquires Whiteboard](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard) Premier Marketing Agency Bolsters Conceptual Creative Capabilities by Acquiring Award-Winning Agency PLANO, Texas, July 27, 2026 — Today, RKD Group, Nor\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [Direct Mail Fundraising](https://blog.rkdgroup.com/topic/direct-mail-fundraising) [Multichannel](https://blog.rkdgroup.com/topic/multichannel) [Fundraising](https://blog.rkdgroup.com/topic/fundraising) [Nonprofit Industry](https://blog.rkdgroup.com/topic/nonprofit-industry) [RKD](https://blog.rkdgroup.com/topic/rkd) [Brand](https://blog.rkdgroup.com/topic/brand) [Read More](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard)   [Shane Thornal](https://blog.rkdgroup.com/author/shane-thornal) ## [Why nonprofits must unite SEO, social and paid media in one strategy](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) Someone at your organization “owns” paid media. Someone else—often younger and under resourced—runs the social accounts. A third person (or maybe no one\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [SEO](https://blog.rkdgroup.com/topic/seo) [Digital Media](https://blog.rkdgroup.com/topic/digital-media) [Social Media](https://blog.rkdgroup.com/topic/social-media) [Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) [Read More](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) ## Recent Posts [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [Social Media](https://blog.rkdgroup.com/topic/social-media) # Want to improve your organic social media content? Try these tips By [Julia Patterson](https://blog.rkdgroup.com/author/julia-shannon) Oftentimes, nonprofits prioritize paid social over organic. While paid social is a major player in your digital fundraising strategy, a strong [organic social presence](https://blog.rkdgroup.com/why-you-need-a-social-media-strategy-for-fundraising) provides tremendous support to your larger digital plan.   In our recent [“Listen Up!” study](https://info.rkdgroup.com/listen-up), we found that engagement and familiarity are huge drivers of strong donor relationships. And strong relationships lead to larger gifts.   Organic social is an excellent—and cost effective—channel to engage with your donors and grow familiarity. In fact, our research shows that 60% of respondents with strong donor relationships engage with the nonprofits they support on social media, compared to only 19% of those with weak relationships.  But how can you be sure that the content you’re posting to your social channels resonates with donors? In this blog, I’m sharing a few tips to help nonprofits optimize their organic social content to help drive engagement and grow their following.  ## **Tips for success:**  ### **1. Monitor your performance metrics**  You can read dozens of articles about the best times to post or guides on what to share. And while those are great resources, the best resource lies in your data! Use your social media management platform to take note of what type of content receives the most shares, likes and engagement.  Then, create “content buckets” or “themes” of your top-performing posts. This could include videos, success stories, informational posts, in-action volunteer moments, program updates and more. As you build out your social calendar, use these content buckets to guide your posts.  ### **2. Make your captions meaningful**  Use direct calls-to-action (CTAs) in your post copy to encourage your audience to do exactly what you want them to. This may sound simple, but it’s super effective. For example:  - Donate today  - Share this  - Leave a comment below  In addition, write copy that hooks readers in the first seven or so words to capture their attention. Ask questions, use powerful words and incorporate emojis to spark even more engagement.   ### **3. Use mobile-first and friendly content**  Where do you scroll social? Probably on your phone, right? The same goes for your followers. Most of your social views will come from mobile devices, so make sure your content is optimized accordingly. Here are a few ways to do that:   - Use visuals to generate higher engagement  - Add subtitles to videos for viewers who listen without sound  - Optimize content vertically to make it scroll friendly  ### 4. **Keep an eye on trending topics or viral formats**  Social media trends come and go quickly. Don’t feel pressured to jump on every trend—that's a full-time job! However, when you spot a trend that resonates with your organization or mission, don’t be afraid to hop on the bandwagon and make it applicable and relevant to your audience.  For example, many animal welfare organizations posted about the [#BettyWhiteChallenge](https://variety.com/2022/digital/news/betty-white-challenge-fundraiser-animal-shelters-facebook-instagram-1235160087/) on their social channels in January 2022. It made perfect sense to honor what would have been the 100th birthday of the late actress, who was a lifelong animal welfare advocate.  ### **5. Take pulse checks**  Host regular feedback questionnaires via Instagram and Facebook stories to ask your audience directly what they want to see more of, their preferred content types and their most used social channel to help you optimize your content to your audience’s preferences.   Also, keep an eye on your reporting as a secondary source of truth. Once you figure out what your audience likes best, lean into it!   It’s important to remember that organic social growth takes patience. But if you engage with the audience you have now and tailor content toward what they respond to, more followers will come naturally over time.   ## Test your digital knowledge Want to put your digital knowledge to the test? There's no shame in getting the wrong answer as long as you learn something along the way!   <section><h2><h2 style="text-align:center;"><span style="font-size:36px;"><strong>3 Things</strong></span> </h2><h2 style="font-size:24px;text-align:center;">A 3-question quiz to help you learn more digital things.</h2><h3 style="text-align:center;"><span style="font-size:18px;"><strong>Volume 2</strong></span><br /></h3><p>&nbsp;</p></h2></section><section><h2><h2>What does QR in QR Code stand for?<br /></h2></h2></section><section><h3><h2>What is the code in the picture?<br /></h2></h3></section><section><h3><h2>What controls the image, headline, and description that appear as the shared link content in the picture?<br /></h2></h3></section><section><h2></h2><p><h2><strong>0/0. Yikes! Better luck next time. <br /><br />Pssst. It's ok to Google an answer so you get a good score! You're only failing if you're not learning something digital with the 3 Things quiz.<br /></strong></h2><h3>READ ME: If you didn't scan the QR code, you should!<br /></h3></p></section><section><h3></h3><p><h2>1/3 Correct. Hopefully you'll study up on the questions you missed!</h2><h3>READ ME: If you didn't scan the QR code, you should!</h3></p></section><section><h3></h3><p><h2>2/3 Correct. Sooo very close to being perfect!<br /></h2><h3>READ ME: If you didn't scan the QR code, you should!</h3></p></section><section><h3></h3><p><h2>3/3 Correct! You've got Digital skillz!<br /></h2><h3>READ ME: If you didn't scan the QR code, you should!</h3></p></section>   ### [Julia Patterson](https://blog.rkdgroup.com/author/julia-shannon) Julia Patterson is an expert in organic social media marketing. As RKD’s Digital Media Senior Manager, Organic Social, Julia helps build organic strategies for our nonprofit clients that align with their fundraising messages, engage their followers and drive channel growth. #### Leave a comment: Previous ##### [Dan Sonners thinks about the importance of collaborative mindsets](https://blog.rkdgroup.com/dan-sonners-thinks-about-the-importance-of-collaborative-mindsets) Next Post ##### [The beginner’s guide to short-form vertical video content for nonprofits](https://blog.rkdgroup.com/the-beginners-guide-to-short-form-vertical-video-content-for-nonprofits) ### Search GroupThinkers ![](https://cdn2.hubspot.net/hubfs/459002/Assets%20Apr/magnifying-glass.png) [![GP FG - Blog Rail 340x340](https://blog.rkdgroup.com/hs-fs/hubfs/GP%20FG%20-%20Blog%20Rail%20%20340x340.png?width=340&name=GP%20FG%20-%20Blog%20Rail%20%20340x340.png "GP FG - Blog Rail 340x340")](https://info.rkdgroup.com/givingpulse-field-guide-q1-2024-access) [![MidYear Benchmarks-Sidebar_SolidGold](https://blog.rkdgroup.com/hs-fs/hubfs/MidYear%20Benchmarks-Sidebar_SolidGold.png?width=340&name=MidYear%20Benchmarks-Sidebar_SolidGold.png "MidYear Benchmarks-Sidebar_SolidGold")](https://info.rkdgroup.com/donor-trust-access) - 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