Let’s Rethink Nonprofit Engagement: Why Community Strategy Matters More Than Ever
Chapter Leadership Brief 4.18.25
by Ashley Brannan
Marketing Manager, Community Boost
In times of disruption and unpredictability, nonprofit professionals are often asked to do more with less. The landscape is shifting: federal funding is in flux, public trust in institutions continues to decline, and audiences are fatigued by constant asks. In this climate, traditional digital marketing strategies are falling short.
But amid this uncertainty, there’s one enduring truth: people support nonprofits because they believe in something bigger than themselves.
That belief, or shared purpose, is more than just a mission statement. It’s a rallying point. And when leveraged correctly, it becomes the foundation for a resilient, engaged community ready to act, advocate, and give.
The organizations that will thrive are those that move beyond transactional marketing and begin fostering relationships that are participatory, purpose-driven, and rooted in trust.
The Case for Community-First Marketing
Community-First Marketing is a shift from broadcasting to belonging. It’s a philosophy and framework that asks: instead of marketing at supporters, what would happen if nonprofits marketed with them?
Rather than focusing solely on conversions or clickthrough rates, the goal is to build digital ecosystems where people feel seen, heard, and empowered to contribute to a cause they care about on their own terms.
That shift rests on four key principles:
- Transparency and Trust
- Shared Purpose and Collaboration
- Impact and Action
- Sustained Engagement and Participatory Culture
Transparency and Trust
Being vulnerable is not a liability. In fact, vulnerability builds trust. Supporters deserve to know what is at stake. That might mean naming funding challenges, showing where programs are strained, or illustrating what happens when support is delayed. If communities don’t know what’s happening, they cannot rise to meet the moment.
Organizations can build trust by embedding narrative transparency into their strategies. For example, an email series or social media calendar that consistently answers three core questions: What’s happening? Why does it matter now? And what can supporters do to help?
Transparency is not just about data. It’s about voice. It is about being willing to speak clearly and honestly, even when the truth is complex.
Shared Purpose and Participation
Shared purpose is what connects someone’s identity to your mission. But recognizing purpose is only the first step. Nonprofits need to show supporters how they can live out that purpose in ways that feel meaningful to them.
That’s where Purpose-Led Participation Pathways come in. The idea is simple: match supporter motivations with actions that feel aligned with their values and their level of readiness.
This might look like:
- Understanding what supporters care about by tracking engagement or asking directly
- Starting engagement with high-value content, like stories, behind-the-scenes moments, or resources
- Creating clear paths to action—such as donations, advocacy, or volunteering—based on where someone is in their journey
Whether through segmented email automations or tailored ad campaigns, this approach gives people agency. It shows that your organization sees them not just as a donor or an audience, but as a participant in the work.
Impact and Action
Supporters don’t just want to feel good. They want to feel effective. Every time someone sees an ask, whether it’s to donate, sign, share, or show up, they’re asking themselves one question: Will this matter?
Too often, campaigns assume the answer is obvious. But in moments of uncertainty, clarity matters more than ever. That means showing the tangible outcomes of participation.
Participation should feel purposeful, not performative. People want to help, but they need to be shown how. Not every ask needs to be financial. Sometimes, sharing a message or attending a community forum can be just as powerful. Creating space for low-barrier, high-impact actions increases momentum and builds confidence in the community’s power to influence change.
Marketers can use tools like interest-based segmentation, retargeting ads that showcase recent impact, and supporter-led stories to connect the dots between action and outcome.
Sustained Engagement and Participatory Culture
Engagement is not a moment. It’s a relationship. And it requires more than likes, opens, or clicks. Sustained engagement means people care, and that care is built when they feel informed, involved, and empowered to contribute meaningfully.
Supporters should not only hear from you when there is a crisis or a campaign. They should be part of the ongoing story. That might include email newsletters that reflect real conversations, social media series that encourage dialogue, or community spaces where feedback is welcomed.
One of the most effective ways to build this kind of participatory culture is to design for two-way communication. If digital marketing is a megaphone, community strategy is a roundtable. It’s where supporters talk with the organization and with each other.
When people understand what’s happening, they care. When they care, they act. And when they act consistently, that is where growth and long-term resilience begins.
Looking Ahead
Uncertainty is not going away. But the ability to build relationships that withstand it is in reach.
Community-First Marketing is not just a strategy. It’s a recognition that people are the heart of every mission. And when they feel connected to each other and to the purpose they share, they become a powerful force for progress.
For nonprofit leaders and marketers, the challenge now is to design campaigns, messages, and systems that reflect that truth, not only to weather what’s ahead, but to build something stronger than what came before.
If community is your greatest asset, how are you investing in it?
Ashley Brannan is a Marketing Manager passionate about helping mission-driven organizations grow through strategic digital marketing. At Community Boost, Ashley leads innovative campaigns that empower nonprofits to raise more, reach further, and deepen their impact.