January 10, 2025 • 28 mins
Join us on a whole new season of podcasts with Meghan Speer, as nonprofit social media strategist Josi Garfield shares her inspiring journey from public relations to founding Branch Out Social, where she now dedicates her expertise solely to helping nonprofits thrive online. Josi offers creative, practical tips for repurposing existing content, like mission statements, to keep your nonprofit's social media presence vibrant and effective. Discover the powerful resurgence of authenticity in digital content and why embracing genuine, less-polished posts could be the game-changer for organizations with limited resources. And learn how to maximize your nonprofit's social media engagement by choosing the right platforms and fostering meaningful interactions.
Get free nonprofit professional development resources, connections to cause work peers, and more at https://nonprofithub.org
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Episode Transcript
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Speaker 1 (00:00):
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Speaker 2 (00:38):
Welcome back to the Nonprofit Hub podcast.
I'm your host, megan Spear.
We are here for a whole newseason of 2025 podcasts and
kicking us off, I'm so excitedto have Josie Garfield as my
guest today.
She is the founder of BranchOut Social and we're going to be
talking about what it lookslike to set your organization up
for some social media successin 2025.
(00:59):
Josie, welcome to the show.
Speaker 3 (01:00):
Thank you for having me.
I'm super excited to be here.
Speaker 2 (01:06):
So some of you may have been in Josie's session at
CauseCamp.
She was with us this year inColorado Springs talking about
AI, but we're going to go alittle bit back to her roots on
the social side here today.
So, josie, tell us a little bitabout yourself and your journey
in the nonprofit marketingspace and with nonprofits.
Speaker 3 (01:23):
Yes, I started well.
I got a degree in publicrelations from George Mason
University back in Virginia eventhough I'm from Utah and that's
where I am located now and outof college, I got a job at a
public relations agency inaround DC and their main
clientele were healthcareorganizations and national
associations.
(01:43):
Main clientele were healthcareorganizations and national
associations.
So that's where I got my firsttaste of nonprofit work and that
was really great.
They were my favorite clientsout of the ones that we worked
with there and I mostly workedwith social media for them
versus other aspects of PR.
And when I decided to break offand start my own agency, I did
take clients from all industries, but ultimately nonprofits
(02:07):
again ended up being my favorite, and so about a year and a half
ago, I fully switched fornonprofits to be my sole focus,
which also was really convenientand nice, because the social
media for nonprofits is justdifferent than for-profit
organizations or product-basedbusinesses and it was much
easier to like niche in and dostrategy.
(02:28):
That's different for themversus people who are selling
something or individuals orinfluencers and different
accounts.
So now most of my clients arelocal nonprofits here in Utah
and, of course, since I'm anonline business.
I can take clients fromanywhere, but that just happens
to be most of the ones I haveright now.
Speaker 2 (02:47):
Okay, I love that.
So that's what we're going todig into today, because
nonprofits in general and Irealize I'm painting with a very
broad brush, but do you have atendency to maybe be a little
bit behind the game when itcomes to social media strategy?
It took us a while, I think, toembrace the social media
(03:07):
concept, and then we just stayedstuck in what we started doing
back in 2012, 2014, et cetera.
There are a number ofnonprofits I'm not trying to
call anybody out, I'm really not.
There are a number ofnonprofits, though, that I see
their sole social strategy isjust posting an inspirational
(03:28):
quote every day.
It has nothing to do withnothing, but that's something
that worked for them back again10 years ago, and so we're just
tried and true sticking to it.
That's one thing I would love toget rid of in 2025.
But talk to us a little bitabout some of the actual trends
that you're seeing in contentfor 2025 and moving forward.
(03:52):
What are some of those trendsthat you're seeing of?
Like, this is content that'sworking really well and
nonprofits should consider,versus other things we might
want to leave behind.
Speaker 3 (04:03):
Yeah, so this is like the greatest like trend to come
back, but I feel likeauthenticity and just being
really like real in yourself isback, which is great.
Technically, it was like alwaysthere, but I feel like we did
go through this phase of likeweird gimmicks or like try this
thing or like hide your hashtagsor if you copy it from your
(04:24):
notes it's not gonna work, likereally weird things that really
never had anything to do withanything, was just like click
baity.
But now it's more agreed thatlike people just want what's
real, which is also reallyconvenient, because a quick,
authentic, not super polishedvideo is much easier for
nonprofits with small budgetsand small teams to create than
(04:46):
when very highly edited, veryaesthetically pleasing videos
were like all that was in.
And so I'd say, for thatauthenticity and like just being
real, and the biggest thingthat will help you, no matter
what the trends are, which isgreat to have, something that
will always be good is thatconsistency is King and it does
matter what you post, but at theend of the day, like you need
(05:08):
to be posting so people knowthat your organization is still
alive and still working.
You know if they come to yoursocial profiles and you haven't
posted in months or years,they're going to possibly think
that you're not even running.
Or they come to your profile toget information on how to
partake of your programs andservices or how to help.
Like can you imagine like avolunteer or a donor coming to
(05:29):
your account and being like oh,I don't think that they're
running anymore, or like I can'teven figure out where I can
give them my money, and then youget that help that you could
have had.
So always remaining consistent,and so I'll give some like
ideas of like easy ways that youcan do content First off, your
website is a goldmine.
Like if you've paid for a nicewebsite full of all this
(05:51):
information, you can use that inall of your content.
Take your who are we, ourmission and turn that into a
post.
You already have that greatcopy that you probably already
paid for.
You can use a lot of snippetsfrom your website and turn them
into social posts, because it'sall information people would
want, and maybe there's peoplewho never make it to the website
that they're really justlooking on social.
(06:13):
So it's fine to have thatinformation in more than one
place, even if they happen tosee it on social and go to your
website.
Like it's fine, people probablyhonestly won't even notice that
they've seen it twice.
And like it's fine, peopleprobably honestly won't even
notice that they've seen ittwice.
And of course, you're not goingto completely copy and paste.
You can update it and update itfor the platform and then
another easy content.
People just like want to knowwhat you're up to and what
(06:35):
you're doing, and so you know ifyou're having a food drive or
you're stocking the food pantry,like things that might seem
boring to you because it's youreveryday people who don't know
how nonprofits like run.
They don't know what's going onbehind the scenes.
Like they want that.
So, even if it seems boring toyou like film it and be like
here's what our finance manageris doing today.
Like here's what we have to dowith behind the scenes, here's
(06:57):
how you stock the pantry, here'swhat we do with all your
donations.
And that's a double whammy,because your donors are seeing
what you're doing with theirmoney, which will always make
them happy, and they can seetheir impact.
And then people who want tovolunteer are also like oh,
that's cool, like I think Iwould like to help with that,
and so just some of that behindthe scenes, and that's really
(07:17):
easy because you can just putsome text on your, your video.
You don't have to do avoiceover if that's too much, or
if you're a talker, do a quickvoiceover and don't even worry
about putting on fancy texts.
I'd say always include yourclosed captions, of course.
And so those are some easy waysto keep it consistent.
And then another way to makeyour if you're already creating
(07:39):
content but maybe it's likefalling flat, always try to wrap
in some sort of storytelling.
So I was speaking with a clientor potential client a couple of
weeks ago and they were like wefeel like our social media page
is just like a big thank youpage.
All our posts are just likethank you to this donor, thank
you to this sponsor, and that'sit.
(07:59):
And so they felt it wasn'treally representing their
organization and like what theyreally do.
And so if you use storytelling,you can do both things at once.
And so an example of that is,instead of being like thank you
to this sponsor for helping uswith our food drive, start out
with saying our food driveraised this many pounds of food
(08:20):
and with that, this year we'llbe able to feed X amount of
families and then wrap into thatpost like this wouldn't have
been made possible without thissponsor.
Blah, blah, blah.
That way you've told the storyand created a better visual of
like, your impact and the helpthat the donor actually gave.
And then it's not just a thankyou, so it's also speaking to
(08:42):
all your audiences, people whomight need to come to the food
bank, people who volunteer atthe food bank and then, of
course, people who might want todonate in the future, that
they're like, oh, look at theirimpact.
And so, if you can wrap in somesort of storytelling, tell a
story of like, because of thisprogram, this individual is
having this outcome, and thenthis was made possible because
of our volunteers, thank you,because of our donors, thank you
(09:03):
.
So those are two.
Speaker 2 (09:09):
Did you want.
I can keep going some more.
I love that, actually.
So let's dig into that one alittle further, because one of
the things that I think is achallenge for a lot of folks is
they think through theirstrategy is that they are trying
to speak to a variety ofdifferent audiences.
Right, they do want to talk tothe donors, because we all need
more donors and more funds, butthey do have maybe some sponsors
, but then they're also it'salso a profile for folks who
(09:30):
might need those services, right, or who might need those
programs or whatever the casemay be.
So I think what you just had tosay is a really great point.
I want to dig a little furtherinto it about how we craft
messaging that does relate tomore than one group, right?
Because if you are to use yourphrase earlier, if you are a
(09:54):
product-based for-profit companyand you are selling widgets,
all you have to do is sellwidgets, right?
There's not that variety ofdifferent constituents.
You're not trying to reach outand appease or connect with four
different audiences.
You don't have volunteers andstaff and donors and sponsors
(10:18):
and people who use the services.
That's a lot of people to coverand make sure that they're
resonating with one type ofcontent.
So what are some other ways?
I know you just had a reallygreat one in storytelling, but
can you talk about maybe someexamples of how to craft that
message so that the platform isapplicable to everybody,
(10:38):
regardless of how they connectwith your organization?
Speaker 3 (10:41):
Yeah, of how they connect with your organization.
Yeah, and this is one of thebiggest things that I think
separates nonprofits from otherbusinesses and also media is
because they have all thesedifferent audiences that they
have to reach.
So, first thing is, I wouldfocus on what platforms you're
on and who are on thoseplatforms.
So my agency specializes inFacebook, instagram and LinkedIn
and our LinkedIn posts.
(11:03):
We don't just cross post, likecopy and paste, each platform,
because on LinkedIn, we'refacing less people who need our
services, not to say thatthey're not on there, but that's
really where you're likeinteracting with more, like
large organizations andfoundations and those people
like donors and funders.
That's where we're more facingthem and so the content on there
(11:24):
will shift.
You know we can take a post oflike you know if you need food
bank services over here onInstagram, on LinkedIn, we might
update that to be like wouldyou like to help out?
Like how can you have a part inthis food bank that serves this
many people of our community?
And so I'd say know who's onyour platforms.
And so typically funders aren'tscrolling on Instagram being
(11:44):
like who can I help out today,but they might run into
conversations like that onLinkedIn.
So, linkedin, we gear thatcontent more towards donors and
funders and we change thewording and the call to action
more towards that when Instagramand Facebook is where we see
more people in the community whowant to get involved, whether
that's volunteers or people whoneed our services.
(12:06):
And one thing that is hard withproduct-based businesses, you
can do engagement on your ownand go find a profile and be
like oh, this is a mom, she hasa couple of kids, like widgets
might be her thing.
You can't go to a profile onInstagram and be like you know,
I think this person'sexperiencing poverty or I think
this person might need this kindof help, especially with
nonprofits who are addressingmore sensitive issues.
(12:27):
You can't see that visually andso you can't always like find
those people manually like that.
So when I create content, Iusually just have like a dual
call to action, which I don'tknow if on like social media,
like standards.
That's usually probably notwhat people say, but usually
(12:48):
I'll put things like if you needhelp or if you would like to
help, this is where you findthat information or comment
keyword and we will send you thelink and I like keeping that
open or send this post tosomeone who you think could use
this service and things likethat.
So I'll keep like a dual callto action.
(13:09):
And then a lot of my clientshave a lot of educational
content, which is great becausethat can benefit everybody.
That's great.
So most of my a lot ofeducational content, which is
great because that can benefiteverybody, that's great.
So most of my a lot of myclients are dealing with, they
address poverty issues.
So we've I've done like a reel.
That's like what is the cycle ofpoverty, and that was great
because we were first explainingthat to people who have no idea
what that is and how people getstuck in poverty.
(13:31):
So it's raising a witness tothose who may be experiencing it
and maybe feel shame or theydon't know where to go, they
don't know how to get help andif they didn't know about this
cycle then they might not haveknown that there's so many
factors at play that aren'ttheir fault and that they need
to reach out for help and thatthere's a way to break this
cycle.
So great for reaching ourpotential clients, clients, and
(13:52):
then also great for educatingthe general public that there's
big factors at play and there'sa lot that goes into, you know,
breaking the cycle of povertyand getting out of poverty, and
here's how you can help.
And here's how those you mayknow that are experiencing it,
that you thought maybe not mythoughts, it was their fault, or
like they just had to deal with, like, oh, there's stuff that I
(14:14):
can do to help, and then thateducational piece of content is
also great for those donors sothey can also see like, oh, this
is a big issue.
Maybe I didn't realize thatthis was an issue in my
community.
We would like to help.
And so, yeah, educationalcontent and storytelling if you
can just explain what you'redoing and like explain the
deeper parts of the issues thatare so close to you.
So sometimes you have to stepback or even bring in someone,
(14:36):
maybe like a new volunteer thatknows nothing, just like ask
them questions or like figureout what they don't know and
what they don't understand.
And then you're like, oh great,if they didn't know that the
majority of our audience orpotential audience probably
doesn't.
And then you have all theseideas for content.
So, yeah, to summarize it likeeducational content is really
really good.
And then just having like adual call to action so that
(14:57):
you're always having the dooropen and people can always find
if they want to help or if theyneed the help.
Speaker 2 (15:46):
Thank you.
I want to circle back tosomething you said at the
beginning of that segment, andthat is knowing who your
audience is and where they are,because I do think a lot of
folks still have that kind ofblanket.
(16:07):
Here's the post for Monday, andit goes to everywhere, right,
regardless of who the audienceis.
But then I also get a lot ofquestions from folks about hey,
do I need to be getting ontoTikTok, do we need to be
embracing blue sky or whateverthe newest buzzword platform of
(16:29):
the moment is?
So how do you recommend folksgo about figuring out where to
be and who are the audiencesthat are on those platforms
right now?
Speaker 3 (16:39):
Yeah.
So there's a lot of goodresources and blog posts from
like Hootsuite, sprout, socialorganizations like that that
have like large amounts of datareadily available and they
almost always put out reports.
I can probably find the one forthis year and we can link it in
show notes or something, yeah,of the demographics on each
(17:01):
platform.
So if you know your audiencewell and your demographics, then
you'll be able to be like, okay, well, we are trying to reach
men and women adults 40 to 60.
And then you see the report andyou're like, oh, okay, most of
them are on Facebook, so let'sfocus on that.
So, and then you see the reportand you're like, oh, okay, most
of them are on Facebook, solet's focus on that.
So that's usually.
I'll use those reports thathave access to more data than I
do to see, okay, here's thetrends of where different
(17:22):
demographics are hanging out.
So that's where the first placethat I'll start, and then you
might know your audience reallywell If you have a nonprofit
that deals with a lot of peoplein person, and so you nonprofit
that deals with a lot of peoplein person, and so you know the
age and the demographic and thelife circumstances of your
(17:42):
audience in person.
So then you already have thatinformation yourself, so you can
also look at these reports andbe like, okay, this is where
they're hanging out.
If you put out any surveys, youcan also ask that.
I would always ask how did youfind out about us?
To see if it was happened to beon social media and maybe it
was on.
Maybe you get a bunch ofanswers that it was on a
platform that you didn't reallythink people were on, but you
were just putting content outanyway and then I think not
(18:05):
regardless of where youraudience is at.
But you have to not take on toomuch and you have to pick
marketing platforms that areactually doable for you.
So TikTok we don't know what'sgoing to happen with it, but
that one takes a lot of time Ifyou're not good at video.
If you're not good at video, ittakes a lot of time because you
just have to put out so muchcontent and so quickly to really
(18:27):
grow on that platform that ifyour team is stretched really
thin and that's just going tocause more stress and you're not
going to be able to do it, justdon't mess with that platform
If you happen to be good atvideo or someone on your team is
really good at video and youlike to chat a lot or you just
like take a lot of good video,then maybe Instagram reels and
like YouTube could be your thing.
If you happen to have access tolike podcasting materials or
(18:50):
whatever and you talk like.
I would pick what is going tolike be easiest for your team to
really commit to, so that theconsistency is there and you
just can't be everywhere and youdon't need to be everywhere,
and so pick the ones that you'llactually be consistent at and
then people will be able to findyou over at.
But it's hard when you like youdon't need to be on every
(19:10):
platform and not every platformis for you, and so most
nonprofits I do think a goodlike minimum is meta, facebook
and Instagram, which is easybecause you can pretty much
cross post, pretty easily do itout those much, and then
LinkedIn, because that's wherethe funders are.
Personally, I think Twitterslash X is dead, and so I
(19:31):
wouldn't miss that.
If you want to get into threads, you can usually really easily
take your normal Instagram postand like, pull out a smaller
portion of it and then put thatinto threads.
That's also like a low liftkind of way to get into threads.
Or if your organization, like,was really into Twitter and was
really good at Twitter, then hopon threads and hop on blue sky
and, as those take off more,maybe you'll get the same kind
(19:54):
of traction you had before.
Blue sky and as those take offmore and maybe you'll get the
same kind of traction you hadbefore.
So, yeah, we can, we'll findone of those reports where you
can see where your audience isand then also just picking the
platform that actually is goingto be like doable for you.
Yeah, and any platform that youare consistent at, you should
be able to find your people.
Speaker 2 (20:13):
I am curious because one of the things that you said
in that there about TikTok wasif you have a lot of time to
chat back.
So let's talk a little bitabout the actual social element
of social media.
Right and that has been a hillthat I have been fighting on for
over a decade now of socialmedia is meant to be social.
(20:34):
What are some tips that youhave for folks about actually
engaging so that social is atwo-way conversation?
Right, because it's not just apublic billboard?
Yes, you're putting content out, but the goal, right, is to
engage in those conversationsand really connect with folks.
But we all know that the hatersare going to hate, the trolls
(20:58):
are going to come out.
So what tips do you have forfolks about engaging?
When is it good to acknowledgethose things?
When do we ignore them?
What are some good guidelinesabout how often we should be
responding to messages orconnecting back?
What does that look like?
Speaker 3 (21:14):
Yeah.
So with my clients, engagementis like half of the picture.
So when I have incorporatedmore engagement and it's been so
cool to see that like theengagement's like the whole half
of the piece, the accounts weregrowing with good content, like
okay.
But once we really startedengaging and prioritizing that,
that's when they really grew alot more.
And so engagement is huge andit's really important and it's
(21:38):
also a way that people know thatyou're real and that you're
actually there.
And it is two way like socialis social and so if you're not
talking back to your audience,then like they'll be disengaged
and they'll probably stopfollowing.
So I have some good examplesthere's a nonprofit that I
follow that's about preservation, and there was a really
important building in my citythat had like a threat of being
(22:01):
torn down and they constantlypost updates.
But some of the updates werereally jargony and so they would
give the update and I commentedand I was like okay, but like
what does this mean for thebuilding?
Kind of be like should I beworried?
Should we like like what shouldwe do?
And they never responded and sothat was like rough for me
because, like I obviously wasinvested in their mission and I
(22:21):
wanted to do something about it,but then I never heard from
them and people are really busy,so I'm not like mad at them per
se, like they probably didn'thave the time, but I think we
should always be responding tomessages and to comments like as
quickly as possible.
I don't think you need to be onguard and like as soon as it
(22:43):
comes in, you need to replyimmediately, like it's okay.
If it works better for yourschedule, maybe you put like 10
minutes a day to just check onthe notifications and see.
And so what I will do for agood engagement is follow
like-minded organizations or therepresentatives and officials
in your community or the cityaccounts in your community and
(23:03):
comment on posts that arerelevant for you, because people
will see that.
And so what if the food banksaid something and you're a
diaper bank, and so then youcommented on the food banks post
and someone who's going to thefood bank sees that and they
also need diapers andautomatically like people can
find you better and they seethat you're engaged in your
community, because we know thatthe more partnerships and the
(23:24):
more we can collaborate together, the more impact we can have.
Yeah, and then I will also say,often there's also some
organizations that will put outcontent that, like you can be,
you should be a part of thatconversation.
There was one of my clientsfights poverty and there was
like a hunger institute thatthey were doing all these
(23:45):
studies and like trying tofigure out how they could
address hunger in the state, andthey would post questions where
they'd be like what do we thinkabout this or what could help.
And our client, my client, hadlike tons of experience and
first-hand data and so we wouldlike comment in that, and so
then we were a part ofconversations online that like
we should have been.
And then also, it's good tokeep an eye on your dms, because
(24:08):
instagram especially anytimesomeone tags you, it like
creates a dm, so then you can besure that you're seeing that
and reposting.
And then, as for the like, thenegative comments, you can
always turn commenting off ifthings are like getting out of
hand, which is nice, that youcan just like stop that in its
tracks.
If you have content that youthink is like on the border or
(24:29):
might get that, like I, one ofmy clients, we were posting like
an online poverty simulationwhere we were taking people
through, like how this went, andwe wanted conversation in the
comments, but we just had adisclaimer in our caption that,
like, hate speech wouldn't betolerated and different things
wouldn't be tolerated and thatif you commented that like like,
(24:53):
we just weren't going to put upwith that so you could either
hide those comments, deletethose comments or turn them off.
But we just had a warning thatlike, like this isn't the place
for that, that's, we're notgoing to put up with that.
And so I feel like, with thatdisclaimer, anyone who maybe
sees that like they, they couldget mad, but like they can't get
mad at you for deleting thosecomments, because we said, like
sure, this isn't, that's notwhat we're going to put up with.
(25:13):
So I think if it's like acomment, like one of my clients
is an arts festival, and sosometimes we'll get comments of
people that were like oh, Ididn't like it this year, or
like I didn't like this, andthose that are more customer
service based, I think it's goodto leave them there and have
your good response so people cansee, like okay, like someone
did have an issue, they broughtit up and they responded, and so
(25:37):
they can see that you'reresponding and that you're
attentive and that you'relistening, and that's really
good, and then always keep aneye on the comments.
I've had one that, like peopleare like oh, where can I find my
closest food bank?
And if we hadn't responded tothat, this person would have
gone unhelped, which is like ourwhole purpose.
Sure, yeah.
Speaker 2 (25:55):
So yeah, that's great .
So, Josie, if somebody islistening to this and they're
thinking man, I would reallylike to either learn more from
her or I know you have somepackages specifically for maybe
smaller nonprofits that can helpwith this.
Talk to us a little bit aboutBranch Out Social.
How do people find you and whatare some of the services that
(26:16):
you guys offer?
Speaker 3 (26:18):
Yeah, you can find me on LinkedIn Josie Garfield, j O
S, I, no E, and then Garfieldspelled the normal way and on
Instagram at branch outunderscore social.
And I do have great packages,so I have one.
Now that we're talking aboutstrategy, this is great.
I have a one-time offer that isjust laying out your whole
social strategy a big, deep diveon your audience, your content
(26:41):
pillars, what you should postabout how often you should post
all the foundation that you needto then do your social media on
your own.
And that also comes with 12posts like created image caption
for you to post at your ownpace.
You have a jumpstart with thatcontent so you can see that in
action.
And then, really new this year,I have a new offer called cause
(27:04):
driven content, and it's just amonthly custom content package
where clients give me the posttheme.
So we have an upcoming event,or we want to highlight this
team member, or we want tohighlight this service.
They give me all theinformation, any pictures we
need your branding, your toneand voice, so we know how to
make the content sound like you.
(27:24):
We deliver the content to youand then you post it on your own
.
So it's very hands-off for myteam, which helps keep it really
low.
Ticket for those smallerorganizations that just don't
have the time to worry aboutsocial media.
Speaker 2 (27:37):
Don't have to know how you know, might not have
like graphically inclined thosekinds of pieces.
Yeah, and it's great Cause?
Speaker 3 (27:44):
I don't.
You shouldn't spend time tryingto learn a bunch of things that
you're not going to use in thelong run or that aren't part of
your job description, because wewant you focusing on your zone
of genius and like what youreally need to do to push your
organization forward.
So it's nice to offload some ofthat social media to experts
that make sure your content'soptimized and everything for the
platform.
(28:04):
So those are the two that Ihave.
Both can be found on my website, which is branchout-socialcom.
Speaker 2 (28:13):
Perfect.
Well, jessie, thank you so muchfor joining me.
I am excited to have thesepractical tips for folks to
really start this year off on agood note and get their social
strategies in order.
Again, you can connect withJosie on LinkedIn.
She is the founder of BranchOut Social and I'm sure she
would love to talk to you.
If that's something that is onyour goal list for 2025 is to
(28:34):
get your social strategy inorder.
Josie, thanks so much for beinghere.
We really appreciate you takingthe time today.
Yes, thank you.
This has been another editionof the Nonprofit Hub podcast.
I'm your host, megan Spear, andwe'll see you next time.
Bye.
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Speaker 2 (00:38):
Welcome back to the Nonprofit Hub podcast.
I'm your host, megan Spear.
We are here for a whole newseason of 2025 podcasts and
kicking us off, I'm so excitedto have Josie Garfield as my
guest today.
She is the founder of BranchOut Social and we're going to be
talking about what it lookslike to set your organization up
for some social media successin 2025.
(00:59):
Josie, welcome to the show.
Speaker 3 (01:00):
Thank you for having me.
I'm super excited to be here.
Speaker 2 (01:06):
So some of you may have been in Josie's session at
CauseCamp.
She was with us this year inColorado Springs talking about
AI, but we're going to go alittle bit back to her roots on
the social side here today.
So, josie, tell us a little bitabout yourself and your journey
in the nonprofit marketingspace and with nonprofits.
Speaker 3 (01:23):
Yes, I started well.
I got a degree in publicrelations from George Mason
University back in Virginia eventhough I'm from Utah and that's
where I am located now and outof college, I got a job at a
public relations agency inaround DC and their main
clientele were healthcareorganizations and national
associations.
(01:43):
Main clientele were healthcareorganizations and national
associations.
So that's where I got my firsttaste of nonprofit work and that
was really great.
They were my favorite clientsout of the ones that we worked
with there and I mostly workedwith social media for them
versus other aspects of PR.
And when I decided to break offand start my own agency, I did
take clients from all industries, but ultimately nonprofits
(02:07):
again ended up being my favorite, and so about a year and a half
ago, I fully switched fornonprofits to be my sole focus,
which also was really convenientand nice, because the social
media for nonprofits is justdifferent than for-profit
organizations or product-basedbusinesses and it was much
easier to like niche in and dostrategy.
(02:28):
That's different for themversus people who are selling
something or individuals orinfluencers and different
accounts.
So now most of my clients arelocal nonprofits here in Utah
and, of course, since I'm anonline business.
I can take clients fromanywhere, but that just happens
to be most of the ones I haveright now.
Speaker 2 (02:47):
Okay, I love that.
So that's what we're going todig into today, because
nonprofits in general and Irealize I'm painting with a very
broad brush, but do you have atendency to maybe be a little
bit behind the game when itcomes to social media strategy?
It took us a while, I think, toembrace the social media
(03:07):
concept, and then we just stayedstuck in what we started doing
back in 2012, 2014, et cetera.
There are a number ofnonprofits I'm not trying to
call anybody out, I'm really not.
There are a number ofnonprofits, though, that I see
their sole social strategy isjust posting an inspirational
(03:28):
quote every day.
It has nothing to do withnothing, but that's something
that worked for them back again10 years ago, and so we're just
tried and true sticking to it.
That's one thing I would love toget rid of in 2025.
But talk to us a little bitabout some of the actual trends
that you're seeing in contentfor 2025 and moving forward.
(03:52):
What are some of those trendsthat you're seeing of?
Like, this is content that'sworking really well and
nonprofits should consider,versus other things we might
want to leave behind.
Speaker 3 (04:03):
Yeah, so this is like the greatest like trend to come
back, but I feel likeauthenticity and just being
really like real in yourself isback, which is great.
Technically, it was like alwaysthere, but I feel like we did
go through this phase of likeweird gimmicks or like try this
thing or like hide your hashtagsor if you copy it from your
(04:24):
notes it's not gonna work, likereally weird things that really
never had anything to do withanything, was just like click
baity.
But now it's more agreed thatlike people just want what's
real, which is also reallyconvenient, because a quick,
authentic, not super polishedvideo is much easier for
nonprofits with small budgetsand small teams to create than
(04:46):
when very highly edited, veryaesthetically pleasing videos
were like all that was in.
And so I'd say, for thatauthenticity and like just being
real, and the biggest thingthat will help you, no matter
what the trends are, which isgreat to have, something that
will always be good is thatconsistency is King and it does
matter what you post, but at theend of the day, like you need
(05:08):
to be posting so people knowthat your organization is still
alive and still working.
You know if they come to yoursocial profiles and you haven't
posted in months or years,they're going to possibly think
that you're not even running.
Or they come to your profile toget information on how to
partake of your programs andservices or how to help.
Like can you imagine like avolunteer or a donor coming to
(05:29):
your account and being like oh,I don't think that they're
running anymore, or like I can'teven figure out where I can
give them my money, and then youget that help that you could
have had.
So always remaining consistent,and so I'll give some like
ideas of like easy ways that youcan do content First off, your
website is a goldmine.
Like if you've paid for a nicewebsite full of all this
(05:51):
information, you can use that inall of your content.
Take your who are we, ourmission and turn that into a
post.
You already have that greatcopy that you probably already
paid for.
You can use a lot of snippetsfrom your website and turn them
into social posts, because it'sall information people would
want, and maybe there's peoplewho never make it to the website
that they're really justlooking on social.
(06:13):
So it's fine to have thatinformation in more than one
place, even if they happen tosee it on social and go to your
website.
Like it's fine, people probablyhonestly won't even notice that
they've seen it twice.
And like it's fine, peopleprobably honestly won't even
notice that they've seen ittwice.
And of course, you're not goingto completely copy and paste.
You can update it and update itfor the platform and then
another easy content.
People just like want to knowwhat you're up to and what
(06:35):
you're doing, and so you know ifyou're having a food drive or
you're stocking the food pantry,like things that might seem
boring to you because it's youreveryday people who don't know
how nonprofits like run.
They don't know what's going onbehind the scenes.
Like they want that.
So, even if it seems boring toyou like film it and be like
here's what our finance manageris doing today.
Like here's what we have to dowith behind the scenes, here's
(06:57):
how you stock the pantry, here'swhat we do with all your
donations.
And that's a double whammy,because your donors are seeing
what you're doing with theirmoney, which will always make
them happy, and they can seetheir impact.
And then people who want tovolunteer are also like oh,
that's cool, like I think Iwould like to help with that,
and so just some of that behindthe scenes, and that's really
(07:17):
easy because you can just putsome text on your, your video.
You don't have to do avoiceover if that's too much, or
if you're a talker, do a quickvoiceover and don't even worry
about putting on fancy texts.
I'd say always include yourclosed captions, of course.
And so those are some easy waysto keep it consistent.
And then another way to makeyour if you're already creating
(07:39):
content but maybe it's likefalling flat, always try to wrap
in some sort of storytelling.
So I was speaking with a clientor potential client a couple of
weeks ago and they were like wefeel like our social media page
is just like a big thank youpage.
All our posts are just likethank you to this donor, thank
you to this sponsor, and that'sit.
(07:59):
And so they felt it wasn'treally representing their
organization and like what theyreally do.
And so if you use storytelling,you can do both things at once.
And so an example of that is,instead of being like thank you
to this sponsor for helping uswith our food drive, start out
with saying our food driveraised this many pounds of food
(08:20):
and with that, this year we'llbe able to feed X amount of
families and then wrap into thatpost like this wouldn't have
been made possible without thissponsor.
Blah, blah, blah.
That way you've told the storyand created a better visual of
like, your impact and the helpthat the donor actually gave.
And then it's not just a thankyou, so it's also speaking to
(08:42):
all your audiences, people whomight need to come to the food
bank, people who volunteer atthe food bank and then, of
course, people who might want todonate in the future, that
they're like, oh, look at theirimpact.
And so, if you can wrap in somesort of storytelling, tell a
story of like, because of thisprogram, this individual is
having this outcome, and thenthis was made possible because
of our volunteers, thank you,because of our donors, thank you
(09:03):
.
So those are two.
Speaker 2 (09:09):
Did you want.
I can keep going some more.
I love that, actually.
So let's dig into that one alittle further, because one of
the things that I think is achallenge for a lot of folks is
they think through theirstrategy is that they are trying
to speak to a variety ofdifferent audiences.
Right, they do want to talk tothe donors, because we all need
more donors and more funds, butthey do have maybe some sponsors
, but then they're also it'salso a profile for folks who
(09:30):
might need those services, right, or who might need those
programs or whatever the casemay be.
So I think what you just had tosay is a really great point.
I want to dig a little furtherinto it about how we craft
messaging that does relate tomore than one group, right?
Because if you are to use yourphrase earlier, if you are a
(09:54):
product-based for-profit companyand you are selling widgets,
all you have to do is sellwidgets, right?
There's not that variety ofdifferent constituents.
You're not trying to reach outand appease or connect with four
different audiences.
You don't have volunteers andstaff and donors and sponsors
(10:18):
and people who use the services.
That's a lot of people to coverand make sure that they're
resonating with one type ofcontent.
So what are some other ways?
I know you just had a reallygreat one in storytelling, but
can you talk about maybe someexamples of how to craft that
message so that the platform isapplicable to everybody,
(10:38):
regardless of how they connectwith your organization?
Speaker 3 (10:41):
Yeah, of how they connect with your organization.
Yeah, and this is one of thebiggest things that I think
separates nonprofits from otherbusinesses and also media is
because they have all thesedifferent audiences that they
have to reach.
So, first thing is, I wouldfocus on what platforms you're
on and who are on thoseplatforms.
So my agency specializes inFacebook, instagram and LinkedIn
and our LinkedIn posts.
(11:03):
We don't just cross post, likecopy and paste, each platform,
because on LinkedIn, we'refacing less people who need our
services, not to say thatthey're not on there, but that's
really where you're likeinteracting with more, like
large organizations andfoundations and those people
like donors and funders.
That's where we're more facingthem and so the content on there
(11:24):
will shift.
You know we can take a post oflike you know if you need food
bank services over here onInstagram, on LinkedIn, we might
update that to be like wouldyou like to help out?
Like how can you have a part inthis food bank that serves this
many people of our community?
And so I'd say know who's onyour platforms.
And so typically funders aren'tscrolling on Instagram being
(11:44):
like who can I help out today,but they might run into
conversations like that onLinkedIn.
So, linkedin, we gear thatcontent more towards donors and
funders and we change thewording and the call to action
more towards that when Instagramand Facebook is where we see
more people in the community whowant to get involved, whether
that's volunteers or people whoneed our services.
(12:06):
And one thing that is hard withproduct-based businesses, you
can do engagement on your ownand go find a profile and be
like oh, this is a mom, she hasa couple of kids, like widgets
might be her thing.
You can't go to a profile onInstagram and be like you know,
I think this person'sexperiencing poverty or I think
this person might need this kindof help, especially with
nonprofits who are addressingmore sensitive issues.
(12:27):
You can't see that visually andso you can't always like find
those people manually like that.
So when I create content, Iusually just have like a dual
call to action, which I don'tknow if on like social media,
like standards.
That's usually probably notwhat people say, but usually
(12:48):
I'll put things like if you needhelp or if you would like to
help, this is where you findthat information or comment
keyword and we will send you thelink and I like keeping that
open or send this post tosomeone who you think could use
this service and things likethat.
So I'll keep like a dual callto action.
(13:09):
And then a lot of my clientshave a lot of educational
content, which is great becausethat can benefit everybody.
That's great.
So most of my a lot ofeducational content, which is
great because that can benefiteverybody, that's great.
So most of my a lot of myclients are dealing with, they
address poverty issues.
So we've I've done like a reel.
That's like what is the cycle ofpoverty, and that was great
because we were first explainingthat to people who have no idea
what that is and how people getstuck in poverty.
(13:31):
So it's raising a witness tothose who may be experiencing it
and maybe feel shame or theydon't know where to go, they
don't know how to get help andif they didn't know about this
cycle then they might not haveknown that there's so many
factors at play that aren'ttheir fault and that they need
to reach out for help and thatthere's a way to break this
cycle.
So great for reaching ourpotential clients, clients, and
(13:52):
then also great for educatingthe general public that there's
big factors at play and there'sa lot that goes into, you know,
breaking the cycle of povertyand getting out of poverty, and
here's how you can help.
And here's how those you mayknow that are experiencing it,
that you thought maybe not mythoughts, it was their fault, or
like they just had to deal with, like, oh, there's stuff that I
(14:14):
can do to help, and then thateducational piece of content is
also great for those donors sothey can also see like, oh, this
is a big issue.
Maybe I didn't realize thatthis was an issue in my
community.
We would like to help.
And so, yeah, educationalcontent and storytelling if you
can just explain what you'redoing and like explain the
deeper parts of the issues thatare so close to you.
So sometimes you have to stepback or even bring in someone,
(14:36):
maybe like a new volunteer thatknows nothing, just like ask
them questions or like figureout what they don't know and
what they don't understand.
And then you're like, oh great,if they didn't know that the
majority of our audience orpotential audience probably
doesn't.
And then you have all theseideas for content.
So, yeah, to summarize it likeeducational content is really
really good.
And then just having like adual call to action so that
(14:57):
you're always having the dooropen and people can always find
if they want to help or if theyneed the help.
Speaker 2 (15:46):
Thank you.
I want to circle back tosomething you said at the
beginning of that segment, andthat is knowing who your
audience is and where they are,because I do think a lot of
folks still have that kind ofblanket.
(16:07):
Here's the post for Monday, andit goes to everywhere, right,
regardless of who the audienceis.
But then I also get a lot ofquestions from folks about hey,
do I need to be getting ontoTikTok, do we need to be
embracing blue sky or whateverthe newest buzzword platform of
(16:29):
the moment is?
So how do you recommend folksgo about figuring out where to
be and who are the audiencesthat are on those platforms
right now?
Speaker 3 (16:39):
Yeah.
So there's a lot of goodresources and blog posts from
like Hootsuite, sprout, socialorganizations like that that
have like large amounts of datareadily available and they
almost always put out reports.
I can probably find the one forthis year and we can link it in
show notes or something, yeah,of the demographics on each
(17:01):
platform.
So if you know your audiencewell and your demographics, then
you'll be able to be like, okay, well, we are trying to reach
men and women adults 40 to 60.
And then you see the report andyou're like, oh, okay, most of
them are on Facebook, so let'sfocus on that.
So, and then you see the reportand you're like, oh, okay, most
of them are on Facebook, solet's focus on that.
So that's usually.
I'll use those reports thathave access to more data than I
do to see, okay, here's thetrends of where different
(17:22):
demographics are hanging out.
So that's where the first placethat I'll start, and then you
might know your audience reallywell If you have a nonprofit
that deals with a lot of peoplein person, and so you nonprofit
that deals with a lot of peoplein person, and so you know the
age and the demographic and thelife circumstances of your
(17:42):
audience in person.
So then you already have thatinformation yourself, so you can
also look at these reports andbe like, okay, this is where
they're hanging out.
If you put out any surveys, youcan also ask that.
I would always ask how did youfind out about us?
To see if it was happened to beon social media and maybe it
was on.
Maybe you get a bunch ofanswers that it was on a
platform that you didn't reallythink people were on, but you
were just putting content outanyway and then I think not
(18:05):
regardless of where youraudience is at.
But you have to not take on toomuch and you have to pick
marketing platforms that areactually doable for you.
So TikTok we don't know what'sgoing to happen with it, but
that one takes a lot of time Ifyou're not good at video.
If you're not good at video, ittakes a lot of time because you
just have to put out so muchcontent and so quickly to really
(18:27):
grow on that platform that ifyour team is stretched really
thin and that's just going tocause more stress and you're not
going to be able to do it, justdon't mess with that platform
If you happen to be good atvideo or someone on your team is
really good at video and youlike to chat a lot or you just
like take a lot of good video,then maybe Instagram reels and
like YouTube could be your thing.
If you happen to have access tolike podcasting materials or
(18:50):
whatever and you talk like.
I would pick what is going tolike be easiest for your team to
really commit to, so that theconsistency is there and you
just can't be everywhere and youdon't need to be everywhere,
and so pick the ones that you'llactually be consistent at and
then people will be able to findyou over at.
But it's hard when you like youdon't need to be on every
(19:10):
platform and not every platformis for you, and so most
nonprofits I do think a goodlike minimum is meta, facebook
and Instagram, which is easybecause you can pretty much
cross post, pretty easily do itout those much, and then
LinkedIn, because that's wherethe funders are.
Personally, I think Twitterslash X is dead, and so I
(19:31):
wouldn't miss that.
If you want to get into threads, you can usually really easily
take your normal Instagram postand like, pull out a smaller
portion of it and then put thatinto threads.
That's also like a low liftkind of way to get into threads.
Or if your organization, like,was really into Twitter and was
really good at Twitter, then hopon threads and hop on blue sky
and, as those take off more,maybe you'll get the same kind
(19:54):
of traction you had before.
Blue sky and as those take offmore and maybe you'll get the
same kind of traction you hadbefore.
So, yeah, we can, we'll findone of those reports where you
can see where your audience isand then also just picking the
platform that actually is goingto be like doable for you.
Yeah, and any platform that youare consistent at, you should
be able to find your people.
Speaker 2 (20:13):
I am curious because one of the things that you said
in that there about TikTok wasif you have a lot of time to
chat back.
So let's talk a little bitabout the actual social element
of social media.
Right and that has been a hillthat I have been fighting on for
over a decade now of socialmedia is meant to be social.
(20:34):
What are some tips that youhave for folks about actually
engaging so that social is atwo-way conversation?
Right, because it's not just apublic billboard?
Yes, you're putting content out, but the goal, right, is to
engage in those conversationsand really connect with folks.
But we all know that the hatersare going to hate, the trolls
(20:58):
are going to come out.
So what tips do you have forfolks about engaging?
When is it good to acknowledgethose things?
When do we ignore them?
What are some good guidelinesabout how often we should be
responding to messages orconnecting back?
What does that look like?
Speaker 3 (21:14):
Yeah.
So with my clients, engagementis like half of the picture.
So when I have incorporatedmore engagement and it's been so
cool to see that like theengagement's like the whole half
of the piece, the accounts weregrowing with good content, like
okay.
But once we really startedengaging and prioritizing that,
that's when they really grew alot more.
And so engagement is huge andit's really important and it's
(21:38):
also a way that people know thatyou're real and that you're
actually there.
And it is two way like socialis social and so if you're not
talking back to your audience,then like they'll be disengaged
and they'll probably stopfollowing.
So I have some good examplesthere's a nonprofit that I
follow that's about preservation, and there was a really
important building in my citythat had like a threat of being
(22:01):
torn down and they constantlypost updates.
But some of the updates werereally jargony and so they would
give the update and I commentedand I was like okay, but like
what does this mean for thebuilding?
Kind of be like should I beworried?
Should we like like what shouldwe do?
And they never responded and sothat was like rough for me
because, like I obviously wasinvested in their mission and I
(22:21):
wanted to do something about it,but then I never heard from
them and people are really busy,so I'm not like mad at them per
se, like they probably didn'thave the time, but I think we
should always be responding tomessages and to comments like as
quickly as possible.
I don't think you need to be onguard and like as soon as it
(22:43):
comes in, you need to replyimmediately, like it's okay.
If it works better for yourschedule, maybe you put like 10
minutes a day to just check onthe notifications and see.
And so what I will do for agood engagement is follow
like-minded organizations or therepresentatives and officials
in your community or the cityaccounts in your community and
(23:03):
comment on posts that arerelevant for you, because people
will see that.
And so what if the food banksaid something and you're a
diaper bank, and so then youcommented on the food banks post
and someone who's going to thefood bank sees that and they
also need diapers andautomatically like people can
find you better and they seethat you're engaged in your
community, because we know thatthe more partnerships and the
(23:24):
more we can collaborate together, the more impact we can have.
Yeah, and then I will also say,often there's also some
organizations that will put outcontent that, like you can be,
you should be a part of thatconversation.
There was one of my clientsfights poverty and there was
like a hunger institute thatthey were doing all these
(23:45):
studies and like trying tofigure out how they could
address hunger in the state, andthey would post questions where
they'd be like what do we thinkabout this or what could help.
And our client, my client, hadlike tons of experience and
first-hand data and so we wouldlike comment in that, and so
then we were a part ofconversations online that like
we should have been.
And then also, it's good tokeep an eye on your dms, because
(24:08):
instagram especially anytimesomeone tags you, it like
creates a dm, so then you can besure that you're seeing that
and reposting.
And then, as for the like, thenegative comments, you can
always turn commenting off ifthings are like getting out of
hand, which is nice, that youcan just like stop that in its
tracks.
If you have content that youthink is like on the border or
(24:29):
might get that, like I, one ofmy clients, we were posting like
an online poverty simulationwhere we were taking people
through, like how this went, andwe wanted conversation in the
comments, but we just had adisclaimer in our caption that,
like, hate speech wouldn't betolerated and different things
wouldn't be tolerated and thatif you commented that like like,
(24:53):
we just weren't going to put upwith that so you could either
hide those comments, deletethose comments or turn them off.
But we just had a warning thatlike, like this isn't the place
for that, that's, we're notgoing to put up with that.
And so I feel like, with thatdisclaimer, anyone who maybe
sees that like they, they couldget mad, but like they can't get
mad at you for deleting thosecomments, because we said, like
sure, this isn't, that's notwhat we're going to put up with.
(25:13):
So I think if it's like acomment, like one of my clients
is an arts festival, and sosometimes we'll get comments of
people that were like oh, Ididn't like it this year, or
like I didn't like this, andthose that are more customer
service based, I think it's goodto leave them there and have
your good response so people cansee, like okay, like someone
did have an issue, they broughtit up and they responded, and so
(25:37):
they can see that you'reresponding and that you're
attentive and that you'relistening, and that's really
good, and then always keep aneye on the comments.
I've had one that, like peopleare like oh, where can I find my
closest food bank?
And if we hadn't responded tothat, this person would have
gone unhelped, which is like ourwhole purpose.
Sure, yeah.
Speaker 2 (25:55):
So yeah, that's great .
So, Josie, if somebody islistening to this and they're
thinking man, I would reallylike to either learn more from
her or I know you have somepackages specifically for maybe
smaller nonprofits that can helpwith this.
Talk to us a little bit aboutBranch Out Social.
How do people find you and whatare some of the services that
(26:16):
you guys offer?
Speaker 3 (26:18):
Yeah, you can find me on LinkedIn Josie Garfield, j O
S, I, no E, and then Garfieldspelled the normal way and on
Instagram at branch outunderscore social.
And I do have great packages,so I have one.
Now that we're talking aboutstrategy, this is great.
I have a one-time offer that isjust laying out your whole
social strategy a big, deep diveon your audience, your content
(26:41):
pillars, what you should postabout how often you should post
all the foundation that you needto then do your social media on
your own.
And that also comes with 12posts like created image caption
for you to post at your ownpace.
You have a jumpstart with thatcontent so you can see that in
action.
And then, really new this year,I have a new offer called cause
(27:04):
driven content, and it's just amonthly custom content package
where clients give me the posttheme.
So we have an upcoming event,or we want to highlight this
team member, or we want tohighlight this service.
They give me all theinformation, any pictures we
need your branding, your toneand voice, so we know how to
make the content sound like you.
(27:24):
We deliver the content to youand then you post it on your own
.
So it's very hands-off for myteam, which helps keep it really
low.
Ticket for those smallerorganizations that just don't
have the time to worry aboutsocial media.
Speaker 2 (27:37):
Don't have to know how you know, might not have
like graphically inclined thosekinds of pieces.
Yeah, and it's great Cause?
Speaker 3 (27:44):
I don't.
You shouldn't spend time tryingto learn a bunch of things that
you're not going to use in thelong run or that aren't part of
your job description, because wewant you focusing on your zone
of genius and like what youreally need to do to push your
organization forward.
So it's nice to offload some ofthat social media to experts
that make sure your content'soptimized and everything for the
platform.
(28:04):
So those are the two that Ihave.
Both can be found on my website, which is branchout-socialcom.
Speaker 2 (28:13):
Perfect.
Well, jessie, thank you so muchfor joining me.
I am excited to have thesepractical tips for folks to
really start this year off on agood note and get their social
strategies in order.
Again, you can connect withJosie on LinkedIn.
She is the founder of BranchOut Social and I'm sure she
would love to talk to you.
If that's something that is onyour goal list for 2025 is to
(28:34):
get your social strategy inorder.
Josie, thanks so much for beinghere.
We really appreciate you takingthe time today.
Yes, thank you.
This has been another editionof the Nonprofit Hub podcast.
I'm your host, megan Spear, andwe'll see you next time.
Bye.
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