Thank you, American Nonprofit Academy, for the opportunity to visit and chat about content creation for nonprofits. Whether you’re writing your content for the website or hiring a content author, it’s time to connect your audience to the mission in more profound, meaningful ways.
What is a content author?
A content author, also known as a content writer, specializes in creating content for websites, blogs, social media, and white papers. You may have hired a professional to write the original content or refresh the content on the nonprofit website. You may have hired them for a specific project like blog post writing or even to write a book about the nonprofit.
Nonprofit Topics for Content Authors
Think of the content as storytelling about the nonprofit. What are the stories you want to tell? Who have you helped? What has been accomplished this month, quarter, year? Share those PR-worthy stories on the website and then share them on social media, newsletters, and more.
- New Program Initiatives
- Highlight existing programs.
- Welcome new staff or volunteers.
- Say Goodbye to staff or volunteers.
- Announce grants funded and how they will be used.
- How political decisions impact the organization.
- Impact of weather, holidays, seasons on those you serve.
- Gratitude for donors and volunteers
- Event announcements, updates
Think of the website as the community bulletin board for the organization.
Tips for Content Creation for Nonprofits
You may have to create less new content than you thought initially. I recommend reviewing what is already on the website. You may be able to curate what is already there or add to it with little effort.
Do you have a theme for the content on the website?
If you have stories about the people you’ve helped, create a page on the website and link the stories on that page, release it as new content via social media and newsletter.
If you have a YouTube or other video presence, embed those to the website and use the transcript to create the article or blog post for the website.
How much content is already on the website?
If you have a couple of new articles per month, you can create a year-end roundup of the best stories about XYZ nonprofit.
What’s the story you want to tell in the future?
Plan ahead.
Create a content calendar for website, social media, and newsletter content. Allow space for changes and new stories.
If you want to push for December giving, start the marketing in September. Put it on the calendar and work with the other content creators to ensure you’re writing and sharing the same topics across platforms.
If you’ve filled in the calendar and aren’t sure who will write the content, it’s time to hire a content author.
- Ask volunteers and staff if they are or if they know a nonprofit writer. (You may have someone in your close circle who can help!)
- Ask for referrals from other nonprofit leaders.
- Ask for referrals from social media.
Whether it is a volunteer, freelance, or employee, treat the conversation as an interview and ask these questions when hiring a content writer.
- What kind of experience do you have writing for a nonprofit like ours?
- What’s your process? I like to interview my clients so I can hear their voices, learn their stories, and get guidance on how best to proceed.
- How long have you been a content author?
You can ask for writing samples, but as someone who has worked primarily as a freelancer, I have a resume I can send. You can also review my LinkedIn and website for samples. I can pull topic-specific articles as requested. That’s standard with freelancers, and it’s different than corporate writers who will have a more traditional approach.
Hiring a content author can help nonprofits stay consistent and focused. If your team feels stretched thin, it may be time to hire a dedicated expert. Don’t wait until your messaging feels scattered—start planning now.
