I’ve got a feeling we’re not in Kansas anymore

While nonprofits have direct mail content down pat, the evolution to the online realm is a challenge. Providing fresh content online can seem as daunting as a trip through Oz.

However, the dreams that you dare to dream really do come true! A Content calendar (or editorial calendar) for your nonprofit’s online presence can provide a structure for all of your content, making it easier and less daunting. Each month’s content calendar should have a spreadsheet that includes columns for:

  • Publishing date/time
  • Title
  • Description (a summary of the content)
  • Category (specific program, event, weekly update, etc.)
  • The person in charge
  • The status of the post
  • Finalized URL

Content calendars are great for the nonprofit’s integrated marketing efforts. They provide a central location for all of the messages – direct mail fundraising appeals, newsletters, email, social media, etc. – to work together. This makes it easy to plan around special events (e.g., yearly fundraising gala, year-end giving, national awareness month for your cause, etc.).

Having all of the details in a single place makes planning content stress-free and systematic. Now your content strategy can be easily replicated and altered in future months based on monthly measurements and post evaluations. The calendar can also act as a library for social media updates.

Oh! Facebook, Twitter, and LinkedIn updates, OH MY!

Now that all of your content is organized in a calendar, you can start planning your social media updates! A social media schedule template can be downloaded at Hubspot. With the template you can plan your social media updates with details including what the update will read, what time/date it will be posted, the URL it will link to, and the tracking token. The tracking token can track where people are clicking from to get to the destination. This information is useful to see what updates and channels are most engaging.

You can also manually post these updates to your nonprofit’s LinkedIn page. If you want pictures in your Facebook updates, you will also have to manually transfer over the posts. However, for the Twitter posts, you can upload the excel sheet directly to Hootsuite and it will post your updates automatically, saving your organization time.

Nonprofits, we’re home – home! And this is my room – and you’re all here – and I’m not going to leave here ever, ever again, because I love you all!

Creating a content calendar is a great way to organize and coordinate your messaging and frees you up to focus on what counts – your group’s mission and programs.



Did you know? The original Wizard of Oz was released in August of 1939.

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