Ditch the Likes: It’s Time to Build a Community!

In the chaotic world of social media, nonprofit organizations are also often trapped in a cycle of chasing reactions , likes, shares, comments, and retweets. We’ve all been there: refreshing the page, counting the numbers, wondering why your post didn’t blow up or perhaps comparing yours to other Non Profits talking about the same issue. But here’s the cold truth that many nonprofits aren’t ready to hear: Focusing on reactions is a waste of time.

While numbers are important, part of your audience might not react to your content, but they are well aware of your impact and they have even mentioned you in some funding or partnership spaces, but here you are, chasing reactions!

A social media community grows over time, they get used to your posts and eventually become part of you, so there is absolutely no need to harvest likes at once.

Some Reactions Are Empty Calories, It’s Time to Feed Your Mission

Reactions are fast, fleeting, and sometimes ultimately meaningless. A thumbs-up doesn’t advance your cause, and a retweet doesn’t fund a program. If you’re measuring success by the instant gratification of a "like," you're doing your nonprofit a disservice. Reactions can be manipulated — they’re not a true reflection of your work. This is why some actually sponsor some of the posts, to boost the numbers, but do they really relate to your mission?

What matters is content, the real, hard-hitting, mission-driven content that informs, inspires, and educates. The kind of content that builds trust and deepens connections over time. So, why are you wasting time chasing after reactions when you should be focusing on growing your message and consistently showing up for your audience?

Don’t Let the Metrics Fool You , Reactions Don’t Translate to Action

Here’s a something I want to ask you, a post may get all the reactions, but how many of those likes are converting into real-world action? Don’t be fooled by the dopamine rush of a viral post. Engagement is only one part of the puzzle. What matters is whether your supporters take action: donate, volunteer, spread the word, or become long-term advocates.

A post might not go viral, but that doesn’t mean it didn’t have an impact. Maybe it educated someone, made them reflect, or even inspired them to act without clicking “like.” Are you measuring the depth of the connection or just the surface-level interactions?

Build Authority, Not a Popularity Contest

Nonprofits often get caught up in the popularity game , the quest to be liked, shared, and followed. But building a strong, authoritative presence isn’t about playing the numbers game. It’s about being a trusted voice in your space. That doesn’t happen by posting a flashy graphic every now and then hoping it goes viral. It happens by producing consistent, meaningful content that educates, informs, and inspires.

Your followers need to know you are in it for the long haul. If you’re only posting when it’s convenient or when the “mood” strikes, you're signaling to your audience that you’re not fully committed. A regular flow of content shows you care about the cause and are putting in the work. That’s how you build trust, and trust is what drives action.

Quality Over Quantity? Nah, It's About Both!

Sure, quality matters. But so does quantity. The magic happens when you strike the balance between great content and consistency. Don’t wait for the perfect post to come to you. You don’t need to create masterpieces every time. What matters is that you’re showing up consistently with valuable information that moves your audience.

When you focus too much on creating the "perfect" post, you paralyze yourself. The need for perfection creates inaction. Instead of waiting for everything to be ideal, focus on getting your message out regularly, improving as you go. Perfect will never come — but progress can.

But well......

The truth is, some nonprofits waste far too much energy obsessing over reactions that ultimately don’t matter. You don’t need to chase viral fame or measure your worth by the number of comments or likes. You need to focus on building your voice, telling your story, and producing valuable content day after day.

I feel the relationships you build, the people you touch, and the awareness you raise will have a much more profound, lasting effect. So stop counting reactions!

Again, happy new year!