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Content Pillars for Non-Profit organisations to use in Email Marketing

For Not for Profits (NFP's) Social Media is a tool that means they can connect with their audience from the comfort of their couch or office. You can get donations, organise events or just show people what you have been up to recently.

Working with a few different, not for profits there are many problems when it comes to online presence:

  1. Time

  2. Content Ideas

  3. Staff Capabilities

  4. Workload distribution

  5. Money

  6. Education and Knowledge

  7. System changes

Organisations not only lack the knowledge on how to use Social Media and Email marketing to their advantage but they also lack the time and skills to do it. Normally it falls on one staff member to post a few times a week just to say they have done it.

So... I cant transform your teams Social Media Skills in one blog post but I can teach you how to create content with strength, meaning and purpose using content pillars. This hopefully with some practice and staff collaboration will save you plenty of time and stress.

What is a Content Pillar?

A content pillar is a type of content you post that is regular and planned. There is 3 different types of content for not profits, Collaborate, Curate and Motivate. All three of these will appeal to different audiences and engagements.


Support and Engage with others. Use your values to inspire and motivate others into doing good for themselves or the community

Curate :

Design your own original content that educates or provides value to your audience or community


Working with other organisations or people online to create mutually beneficial content for your audiences

So how can these help you?

These pillars give you a plan for your content each month. Sit down at the start of the month with your team and plan out the following things:

  1. How many times you want to post a week

  2. How many campaigns you want to run (eg. newsletters)

  3. Divide the content into the 3 content pillars

  4. Write down any upcoming dates or events

  5. Brainstorm different content types that will appeal to your different audiences. Could be photos, stories, videos, reels, blogs etc

  6. Then divide up the tasks. You could divide them by content category or someone designs the posts and someone writes the captions. Play to your staff members strengths.

  7. Schedule in as much content as possible before the date. It is like leaving homework to the last minute when you have to post something on the day you write it. If you schedule your posts at the start of the month it's guaranteed to save you time in the long run.

Do you want to go a level up?

Design your own Unique Content Pillars. They could be different audiences you are trying to reach or it could be different niches in your sector.

I use 4 different content pillars in my Business:

  1. Inspire and Motivate

  2. Educate

  3. Promote

  4. Trust Builders

Most of these being self-explanatory they help me divide up the way I communicate with people. You don't want to be posting promotional material all the time because your audience won't engage with you. This is why I added Trust Builders, they can be any content that gains or builds trust with my audience. A picture of myself, a TikTok video, information about me, my values and my life because when people know who you are they are more likely to engage with you.

I use a great percentage method for my content.

10% Inspire and Motivate

20% Promotional

30% Trust Builders

40% Educate.

Got questions? Get in contact with us. We are here to help!


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