There has always been competition for social media space. Businesses know that developing a fun and engaging platform generates billions in ad revenue. That idea was hammered home when Twitter became X in 2023. The digital doorway swung wide open, and competitors flocked to soak up the users.
One of the newer platforms available for online outreach is Substack. It is a strategic social media platform that is a partial newsreel and partial blog worthy of consideration among Australian Not-for-Profits. Here are a few recommendations from our web design and development at Web 105 to help you get started.
What is Substack?
Substack was launched in 2017 and has over 50 million subscribers (including 5 million paid subscribers). The platform works as a newsletter and blogging resource in a much more user-friendly way than Medium because you get more control over branding and how your information reaches subscribers.
You create content, and users subscribe. They receive your content directly without any intermediary-technology slowing things down.
Instead of a target audience relying on mainstream media outlets, you get a direct pathway to send information in fun and engaging ways that boost relationship building. If your NFP provides valuable industry information, you can also monetise your subscription-based knowledge as a separate income model.
The Benefits Substack Brings to NFPs
While Substack is not for every organisation, it can help your nonprofit establish itself as an industry leader and niche provider. Some of the more common benefits include:
- Substack focuses on thoughtful discourse and long-form communication instead of quips in 120 characters or less on Twitter/X.
- There is a way to monetise your subscribed information for your NFP to profit.
- There is high loyalty to subs built into the platform. You have a massive readership already interested in similar topics to what you’ll provide.
- You can build customisable lists, sign-ups, and receive referrals from like-minded writers to create more readership.
- Substack is extremely stable and stackable. It has a lot of financial backing and is easier to navigate than other platforms.
- While blogging and newsletters are what most people provide, you can also promote books, notes, podcasts, events, and other engaging content.
- There are also Substack “notes” allowing you to share short-form content.
Versatility is the primary role of Substack. While the tech has been around for nearly a decade, the platform’s popularity is growing rapidly. You get the chance to get in early and embrace all Substack has to offer before it is taken over in the later social media platform lifecycle by advertising.
Why Use Substack?
The goal is to be a thought leader in your industry. Substack is so new that you can set the tone for your niche on the platform, meaning if you want to discuss how government-backed funding for something like animal shelters can change the world – you’ll be among the first.
It is a sounding board with an incredibly reliable infrastructure and longevity that integrates into all modern website frameworks.
However, like all other technologies, there are some growing pains. Substack is “rented digital land,” meaning you don’t fully own your space (much like any other social media site).
The biggest challenge is that this platform is designed for committed creators only. If your NFP doesn’t have a dedicated blog writer or podcaster, it may not be for you yet. You can focus on website content first and then decide if you want to dip your toe into the world of Substack writing.
Tips for Your NFP Using Substack
When you do decide to hop on Substack and test out an article, newsletter post, or campaign event, you may want to try a few of these best practices:
- Make sure you have a consistent content calendar.
- Track metrics to see what users respond to the most.
- Promote Substack on your other platforms so people know it exists.
- Network with fellow “like-minded” providers to boost your referrals.
- Integrate all your posts with CTA buttons so people will engage.
- Encourage comments on your writing.
- Ask readers to forward your Substack to other users, friends, family members, and volunteers.
The most successful Substacks tend to be on social issues, politics, and anything that pulls on the heartstrings of readers. You can start by building a 30-day content calendar divided between testimonial/story posts, volunteer posts, donor posts, and mission-oriented/impact statements. That will help you reach your target audience the best.
Final Thoughts
Substack is not for everyone, but if you use it the right way and give yourself time for a little trial and error, you can build a strong, loyal base of subscribers. That will allow you to better communicate your NFP’s mission, goals, and fundraising campaigns.
At Web 105, we can integrate your Substack into your website’s framework. Our experienced web designers and developers have worked with government agencies, healthcare providers, and Australian NFPs for years. We know how best to fit new technologies and tools into your online presence, so you remain flexible to the market and up to date with what visitors want the most.
Call us today or book an online consultation, and let’s get to work!
FAQs
Can a nonprofit use Substack?
Using Substack is a great place to build an audience, but you want to make sure your NFP has a dedicated writer or podcaster to better engage readers.
What percentage does Substack take?
If you do offer paid subscriptions, Substack will take a 10% commission fee.
Can you write on Substack for free?
Yes. It is a free platform for writers and creators to distribute content without initial expenses.