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Results

  • A five-platform benchmark of performance against industry standards

  • A deck of findings from the nonprofit social media audit

  • A clear answer on where to focus, including retiring the one platform that wasn't working

  • A stakeholder map and audience breakdown the whole team can use

  • A ready-to-use plan with campaigns, messaging, and a content calendar, and a concrete roadmap for reaching the communities the organization most wanted to reach. 

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The biggest win: the plan was practical enough that the team put into action on its own, including shifting its focus towards video on YouTube. That’s what a good strategy should do: hand a busy team a plan clear enough to carry without us.

Most organizations don’t need to post more. They need to know which posts, platforms, and people are worth their time. 

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Wondering if your social media is working? Let’s find out.

Commvey Case Studies

Sailboat On Calm Lake

Social Media Audit for a Clean Water Nonprofit

Client: Midwest clean water advocacy nonprofit

Services: Social media audit, audience and stakeholder mapping, social media strategy, and content planning

Timeline: About 5 weeks, fall 2024

Starting Point: About 20,000 followers across 5 platforms, loyal supporters, and a goal to reach people who weren't following yet

The Challenge

This organization was doing a lot right on social media. They posted daily, promoted its events well, and had about 20,000 loyal followers across five platforms. 

 

But the team wanted to reach people who weren’t following yet: younger people, rural communities, low-income neighborhoods, and communities of color who live along the rivers but weren't part of the conversation. With five platforms to manage, they also had no clear sense of which ones were worth the effort.

The Solution: A Nonprofit Social Media Audit and Strategy

Audit: We audited every account (Facebook, Instagram, LinkedIn, TikTok, and Twitter/X) for engagement, reach, follower growth, posting frequency, audience demographics, and brand consistency, building on the organization’s existing brand surveys, audience personas, and the website audit. We found:

  • Engagement beat industry benchmarks on 4 of 5 platforms, led by Instagram at nearly 20% (about four times the 5% benchmark) and Facebook at about 7% (more than double)

  • Twitter/X fell below benchmark despite regular posting

  • Messaging and the mission statement varied from platform to platform

  • Content reached loyal supporters well but not the new communities the team cared about

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Stakeholder and Audience Mapping:

In a working session with the team, we mapped everyone they serve, from board members and donors to volunteers, partners, businesses, and community members, by influence and involvement.

 

We then broke the audience down by platform, generation, and motivation. Younger supporters care about activism and getting outdoors, older supporters about legacy and giving, corporate partners about visibility and shared values. Each group needed its own message on its own platform.

Strategic Plan

We turned the findings into a full plan, delivered as a written report and a presentation:

  • Platform focus: Instagram and Facebook for core supporters, TikTok for younger audiences, LinkedIn for corporate partners, and YouTube in place of Twitter/X for video storytelling

  • Content and messaging: format and themes for platform, plus messaging and example posts for every stakeholder gap

  • Campaign and calendar:  community storytelling, like a "What do the rivers mean to you?" series, seasonal calendar suggestions, and monthly recurring features. 

  • Partnerships: a strategy for reaching underserved communities through local businesses, schools, faith groups, and community organizations, plus a partner request form to organize income requests.

  • Measurement: SMART goals with timelines, and recommended next audits for volunteers, partnerships, and accessibility

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