Metrics, language, and nonprofit marketing tactics to not waste time on this year—and what you can do instead.
This is not the time to waste money or energy pursuing tactics that don’t get results or chasing metrics that just don’t matter. The state of the world is making nonprofit work hard enough as it is; let’s work smarter this year and focus on what matters most and works the best.
As you step into 2026 as a nonprofit marketer, here’s your permission to shed what no longer serves you and pivot into better ways of working.
Stop chasing vanity metrics. Focus on what actually moves the needle.
Brace yourself for what we’re about to say: Stop prioritizing your follower count. In a world ruled by the algorithm, dominated by the FYP and explore tabs, and where every other post is suggested, it’s a vanity metric.
Keep focus on creating quality content that gets into users’ feeds. Post analytics that look like this? That’s a BIG win. Reaching a majority who are non-followers means you’re expanding into new territory. This is how growth happens.
Focus on engagement, and the followers will follow
What does the algorithm look for? Hint: it’s not whether or not you’ve used trending audio. There’s a time and place for those and other tricks, but do yourself a favor; don’t put too much energy into chasing trends.
The most important algorithmic signal is engagement. Specifically, rapid engagement right after a post is published.
Keep track of total engagements—that’s likes, saves, and most importantly, shares. Experiment with different styles and types of content to see what gets the highest engagement and do more of that.
The more your content is shared, the more it will be seen by and promoted to similar audiences. In turn, your organic feed becomes a machine to find audiences who will care about your work.
Let influencers cook.
Speaking of engagement, influencers and content creators can be incredibly impactful for your organization. And in 2026, we’re trusting their expertise! Successful influencers have built their followings on a foundation of creative expression, experimentation, and knowing what works. Influencers are the engine behind swift-moving content trends, and you can trust them to know how to connect with and motivate their audience.
Instead of insisting on a rigid script, a clear creative brief with key talking points will provide all the guidance needed. The key is empowering influencers to create content that is authentic to them while providing just enough guardrails to ensure accuracy and alignment. Successful influencer content should feel like them rather than an infomercial from you.
For a deeper dive, bookmark this article from HelpGood Insights.
Don’t waste your money buying emails; invest in better tactics.
Aside from buying followers, buying an email list is the next best way to waste your money. The allure of a shortcut to a larger audience is tempting, but nothing turns people off more than getting email they didn’t sign up for. Outside of an immediate ick as your first impression, it also risks an avalanche of spam reports, jeopardizing your entire email strategy by hampering your ability to email anyone.
A much more effective tactic for audience building is to invest in paid media on platforms like Meta, where you can run targeted ad campaigns that give audiences a clear reason to sign up. In-platform lead forms offer minimal friction and strong results, enabling users to sign up without even leaving Facebook or Instagram.
Always ask yourself, “What’s in it for them?” Are they getting access to a report or an exclusive piece of content? Signing up to get access to an event schedule or to learn more about volunteering? The clearer you can be with tangible reasons to hand over one’s contact information, the better your chances of cultivating a list filled with real people who really want to hear from you.
For a deeper dive on how to get the most bang for your buck, check out additional HelpGood Insights >
Cut the jargon and just speak plainly.
Ironically, the language of social impact and philanthropy is often lacking in real emotion and humanity, despite the sector working so passionately to solve our most pressing human problems.
Terms like “food insecurity,” “economic mobility,” and “barriers to care access” feel safest to use because of their technical accuracy, but they are a language of compliance, not compassion. There is a place for such terms, but they lack any compelling resonance, and aren’t the language to lead with.
Use language that simply names what people are experiencing:
- Instead of “addressing food insecurity,” say “feeding families.”
- Instead of “increasing economic mobility,” say “help workers earn enough to live.”
- Instead of “improving barriers to care access,” say “help cover medical bills.”
This approach to language is emotional, compassionate, and moves people to act. It has been tested in one of the biggest political upsets in recent American history: Zohran Mamdani’s mayoral campaign. There was no sugarcoating in this campaign; there was no jargon, just simple truths that show a real understanding of the issues at hand. Give your supporters—and would-be supporters—the same type of confidence in your authentic commitment to the mission.
Read a deeper dive on The merits of plain language >
Stop treating accessibility as an afterthought. Lead with inclusivity.
With teams and budgets stretched thin, accessibility compliance can be the last thing on your mind. However, maintaining a standard of accessibility across your digital presence isn’t just a benefit to certain users, but to all users and the organization itself. An inclusive-first approach leads to a much more seamless user experience for everyone, with the added bonus of benefiting your SEO.
When you prioritize accessibility upfront, you’re more likely to avoid costly retrofits or remediation that could arise in the future, and even potential litigation that can come from non-compliance. Being proactive has its benefits, and at the end of the day, it’s an economically sound decision for organizations with limited resources.
For a deeper dive on the subject, bookmark this article from HelpGood Insights >
How can we help?
We know how planning for 2026 can seem like a lot right now; we’re here to help. We’ve worked with clients whose media budgets were itty-bitty and some that were real whoppers. Wherever your org lands, we can help you make the most of it. Let’s talk!
