As a nonprofit, it can be challenging to find effective ways to share your organization’s impact and ensure that the people who care about it see it. That is why user-generated content is so valuable; it allows your customers, clients, or volunteers to share what you have to offer with people who have similar interests. 

User-generated content is a term that we hear more frequently with the growing influence of social media today. UGC is becoming one of the most popular ways to advertise or promote organizations, services, or products. 

So what is it?

Essentially, it’s content about your organization created by customers instead of the organization itself. This content can be short videos, pictures, reviews, testimonials, and any kind of shout-out on social media. There are two types of user-generated content (UGC): organic and paid. In this post, we’re focusing on organic UGC, a more personal and authentic way to boost visibility. Unlike paid partnerships with influencers who may align with your organization but require compensation, organic UGC comes from genuine supporters sharing their experiences voluntarily. 

While many non-profits share and post people’s testimonials, the real game-changer is when supporters post their experiences on their own accounts. This makes the difference; it spreads awareness to a new audience of people outside your organization’s following. This way feels more natural and genuine, which helps build trust between your organization and the public and creates a deeper sense of community.

How to encourage UGC on social media

While you shouldn’t be afraid to ask your community to share positive experiences or memories with your organization, it’s important to remember that you can’t force people to post about you. That said, there are plenty of ways to encourage your supporters to share their stories online, beyond just asking. With the right approach, you can make it easier and even exciting for them to spread the word about your mission.

• Creating a hashtag for your organization is great for your supporters. Anytime they want to post about the social issues that your non-profit relates to, they can use your hashtag. That small mention can go a long way. It also allows people to find even more UGC when they look into the hashtag, increasing credibility.

• Always celebrate your supporters when they post about your cause or organization. Comment on relevant posts and repost your supporters when they share testimonials or moments with your organization. Make them feel seen and appreciated. A simple “thank you for sharing” goes a long way! Whether it’s a comment, a DM, or a shoutout in your newsletter, acknowledging your supporters builds loyalty and motivates them to continue advocating for your cause. Remember, social media is about creating a community!

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• Have fun and run UGC campaigns or challenges! These are great ways to engage your community and generate authentic content. Try a “Why I Give” challenge, where donors post about why they support your mission. Organize a volunteer appreciation week where you spotlight volunteers and how they found themselves at your organization. You can also host a friendly contest, inviting supporters to share their favorite photos from volunteering, then let your followers vote on their favorites. These are some fun, interactive ways to boost visibility and deepen connections with your organization.

At the heart of every successful nonprofit is a strong community. User-generated content is a powerful way to amplify that community’s voice. By encouraging real stories from your supporters, you not only extend your reach but also build the trust and connection people feel with your mission. So don’t just tell people what you do, invite them to share how your work has touched their lives.