The Rollercoaster Journey of Nonprofit Social Media

Managing social media for a nonprofit isn’t just about posting content—it’s about strategy, relationships, and consistency. Today, I want to take you through the highs and dramatic lows I experienced working with On a Dime Transformations on their social media. In this journey, we hit rockstar-level engagement, lost it all, and fought to climb back up. If you've seen your engagement drop or growth stall, don't lose hope—this story will show you how we revived our social media strategy. Plus, there’s a free download waiting for you at the end!

Riding High: When Everything Clicks

Six months ago, On a Dime was firing on all cylinders. With a 6% engagement rate on Instagram (compared to a sector average of under 1%), follower counts climbing, and posts resonating far and wide, everything was running smoothly. We were not just reaching people; we were driving real action.

But then, I made a critical mistake—I took my foot off the gas. Without daily engagement, our growth stalled, and our engagement rate plummeted to 1%. I had fallen into the dreaded trap of “post and ghost,” simply posting content without actively engaging with our audience. The impact was immediate and harsh.

The Key Lesson: Social Media Is a Conversation

When engagement rates drop, it's easy to think something is wrong with your content. But here's the truth: the algorithms that run platforms like Instagram prioritize connections, not just posts. Think about your personal account—when you frequently like and comment on a friend’s posts, their content shows up more in your feed. Nonprofits need to do the same with their audiences.

Our plummet to a 1% engagement was a wake-up call. Social media isn’t a one-way street; it thrives on relationships. Every like, comment and DM strengthens connections. When you stop engaging, you lose those connections—and your audience can stop seeing your posts.

The Role of Algorithms: Why Engagement Matters

You might assume that all your followers see your posts. But pull up your Instagram insights right now—you’ll likely find that only a small percentage of your audience actually sees any given post. If you have 1,000 followers, maybe only 50 might see it. I aim for at least a 6% to 8% reach rate—because that’s when your content starts gaining momentum.

Here’s how it works: when you post something, the algorithm initially shows it to a small, engaged group. If that group interacts—by liking, sharing, or commenting—the algorithm spreads it to a wider audience. Engagement builds on engagement, expanding your reach. This feedback loop is why being actively involved in interactions matters so much.

Rebuilding the Engagement

To recover, I committed to re-engaging with our community. My mornings now start with coffee in hand, dog by my side, as I spend 20 minutes engaging on social media—liking, commenting, and messaging. For On a Dime, which uses a cheeky, humorous brand voice, this interaction is essential. It’s not just about posting; it’s about creating meaningful conversations.

The key is consistency—just one daily session makes a noticeable difference. Social media success isn’t just about clever posts but nurturing an active community ready to act when called upon.

Content That Sparks Interaction

Social media is about more than reacting to others’ posts—it’s about creating content that inspires action. At On a Dime, we follow the 80/20 rule: 80% of our posts provide value—thought leadership, education, and inspiration—while the other 20% include direct calls to action, like fundraising appeals.

Before I post anything, I run through a checklist, which is the download I promised!

The goal is to create content that encourages natural engagement. We avoid old-school tactics like begging for likes or shares. Instead, we focus on making each post worth spreading. And remember, algorithms love shares and saves—those are the actions that signal real value.

Managing social media for nonprofits is a journey of ups and downs, but the key is to stay the course. If you’ve slipped up, don’t be discouraged—every mistake is an opportunity to learn. With the right strategy, you can foster a community that’s engaged, active, and ready to support your mission.

Build Your Social Media Strategy Today

If you’re ready to take your nonprofit’s social media presence to the next level, I’ve got two resources to help you get started:

Free Download: Use my content checklist to ensure your posts hit all the right notes.

Online Course: Dive deep into my proven strategies for building a robust social media presence.