Social media for nonprofits: audit and content calendar
- Price
- Free plan: 100 credits, no card. One analysis uses about 59–63 credits.
- What you get
- A category table with posts, share of posts, median engagement and Reel views; posts far above your typical post flagged; a count of posts that ask people to give, volunteer or act; a side-by-side with a peer organization on the same categories; five changes and a content calendar for the next 4 to 8 weeks; and every post listed with its category so your team can correct it.
- Coverage
- Any public nonprofit, charity or foundation Instagram account, in any country. Use your own categories or the eight on this page. Private accounts, Stories, Facebook, LinkedIn, TikTok and Instagram Insights (reach, saves, shares, profile visits) are not covered.
- Time to report
- Usually 9 minutes.
- Account
- Sign-in with Google required to run it. You can read the example and fill in the form without an account.
How do you audit a nonprofit's social media?
Place each recent post in a content category, compare the share of posts and the response per category with what the account is for, then plan the next weeks from what you find. In a run on November 8, 2026, only 4 of Feeding America's 48 posts over eight weeks asked for gifts, the category with the lowest median, and the six-week calendar raised that to 8 of 30 posts.
Enter your nonprofit's Instagram account. Nolyn sorts your 48 most recent posts into the categories nonprofit teams plan with, such as impact stories, giving asks, volunteer and advocacy asks and facts about the cause, shows how much of your feed each one takes up and what response it gets, and checks the mix against what the account is for. Then it lays out the next 4 to 8 weeks of posts. Add a peer organization to compare the same categories over the same dates.
- Posts, Sep 13–Nov 7
- 48 vs 55
- Median engagement
- 0.055% vs 0.078%
- Giving asks
- 4 of 48 vs 1 of 55
- Six-week calendar
- 30 posts
Key findings
- Staff and volunteer profiles fill the most posts and get the least response
- Giving asks are rare and the quietest category
The report includes
- Your content mix by category
- Response per category
- An ask count
- A peer organization on the same categories
- A 4–8 week content calendar
- A post list you can correct
What you get
Your content mix by category
Response per category
An ask count
A peer organization on the same categories
A 4–8 week content calendar
A post list you can correct
Sample: Feeding America and No Kid Hungry, side by side
A real run on two public US hunger-relief accounts, using the eight categories on this page and the goal of turning followers into donors, volunteers and advocates. Both are shown over the same eight weeks, and the run ended with a six-week calendar for Feeding America. This describes what they posted, not how well they serve people.
Posts, Sep 13–Nov 7
48 vs 55
Feeding America vs No Kid Hungry, pinned posts and other accounts’ collabs left out
Median engagement
0.055% vs 0.078%
(likes + comments) ÷ followers; 187,133 and 193,454 followers
Giving asks
4 of 48 vs 1 of 55
None of Feeding America’s four names a match, amount or deadline
Six-week calendar
30 posts
Nov 9–Dec 20, 8 giving asks, placeholders in 13 rows
| Category | Feeding America posts | Feeding America median engagement | No Kid Hungry posts | No Kid Hungry median engagement |
|---|---|---|---|---|
| Volunteer and advocacy asks | 13 (27.1%) | 0.097% | 17 (30.9%) | 0.051% |
| Team, volunteers and behind the scenes | 13 (27.1%) | 0.035% | 0 | — |
| Impact stories | 7 (14.6%) | 0.037% | 0 | — |
| Partners, sponsors and donor thanks | 5 (10.4%) | 0.074% | 1 (1.8%) | 0.066% |
| Giving asks and fundraising campaigns | 4 (8.3%) | 0.024% | 1 (1.8%) | 0.057% |
| Facts and education about the cause | 3 (6.3%) | 0.664% | 27 (49.1%) | 0.104% |
| Events and awareness days | 2 (4.2%) | 0.119% | 5 (9.1%) | 0.037% |
| Programs and how we work | 1 (2.1%) | 0.123% | 3 (5.5%) | 0.056% |
| Other | 0 | — | 1 (1.8%) | 0.140% |
Sep 13–Nov 7, 2026, pinned posts and collabs owned by other accounts left out. Categories as the run filed them from captions. Engagement = (likes + comments) ÷ followers, median per post; Feeding America's facts median rests on two of the three flagged posts. Figures as Instagram returned them on November 8, 2026.
Staff and volunteer profiles fill the most posts and get the least response
Giving asks are rare and the quietest category
Three posts are flagged, not copied
The same giving caption landed very differently as a photo and a Reel
No Kid Hungry leans on facts and the vote
The calendar keeps the posting rate and changes the mix
Every figure was recomputed from the responses saved from this run, and the categories were checked against the rule the report states: posts about a named staff member, volunteer or ambassador go to team, posts about a named neighbor who received help go to impact stories. Two reel medians in the report were wrong and are corrected here: team has 7 reels with a median of 1,974 views, not 6 and 1,861, and partners has 3 with a median of 3,429. The report also counted its calendar as 12 repeat, 13 gap and 5 peer rows; the rows show 10, 15 and 5. It said 3 of its 18 asks name a date or campaign, but three volunteer posts also name Hunger Action Month. It flagged two fact posts as possibly promoted, then still called them organic-looking hits in one recommendation. An earlier run of the same brief, before we added the flag, sorted the staff profiles as impact stories instead, which is why the post list is there to correct.
How it works
Enter your account
Add your nonprofit's @handle. Keep the eight categories or list the ones your team plans with, and say what the account is for.
Add a peer organization if you want one
Pick a public account you look to, ideally one working on a similar cause. Nolyn compares it with yours over the same dates.
Nolyn reads and sorts your posts
It reads your 48 most recent posts, places each in one category from its caption and works out the response per category.
Correct the categories, then plan
Check the post list, tell Nolyn what to move, and take the 4–8 week calendar into your next planning meeting. Ask for changes to the calendar in the same chat.
Who uses a nonprofit social media audit
Communications and marketing managers
Development and fundraising teams
Small teams and volunteers who run the account
What it cannot do
Nolyn reads the public numbers on each post: likes, comments and, for Reels, views. It cannot see reach, saves, shares, profile visits, Stories, follower details or which posts were promoted, and it cannot tell you whether a post brought in a gift, a volunteer or a signature. Categories come from captions, not from the image, the video or carousel slides, so some posts will need moving. Forty-eight posts can cover a week or several months depending on how often an organization posts, and a campaign or awareness month can dominate a short window. Engagement by followers falls as accounts grow, so compare categories within your own account first and use a peer for the mix rather than the rate. The calendar is a plan built from public posts: check every date, figure and partner before you schedule it. It does not judge your cause, its politics or how well your programs work.
Questions
Decide what the account is for, such as donors, volunteers or advocates, then plan a short list of content categories that serve it and check the mix every quarter. Most nonprofit feeds drift toward whatever is easy to post. In the sample, Feeding America spent 13 of 48 posts on staff and volunteer profiles and 4 on giving asks.
A goal for the account, a few content categories with a rough share for each, a regular rhythm of asks that name a campaign and a deadline, and a calendar for the next few weeks. An audit shows whether the feed matches that plan, and gives your team real numbers to plan from.
This page starts with eight categories: impact stories, programs, giving asks, volunteer and advocacy asks, events and awareness days, facts about the cause, partner and donor thanks, and team and behind the scenes. Use your own list if your team plans with different ones.
Start from your own posts, not a template: keep the posting rate you can sustain, repeat the categories and formats that got a response, add the asks your goal needs and the dates you already work around. Nolyn does this at the end of the audit, for the next 4 to 8 weeks, and leaves amounts and deadlines for your team to fill in.
We have no benchmark across nonprofits, and two accounts do not make one. In the sample, Feeding America's median was 0.055% with 187,133 followers and No Kid Hungry's 0.078% with 193,454, over the same eight weeks. Compare your own categories and formats with each other first.
Yes, if its account is public. Both are read over the same dates and placed in the same categories. Use the comparison to see how another team divides its feed and words its asks. A national organization has different staff and reach, so its rate is not a target for a local one.
No. Nolyn reads public posts only, so you never connect your account or share a password. That also means Instagram Insights such as reach and saves are not included.
This audit covers Instagram only, so posts your organization shares elsewhere are not counted. Nolyn has separate TikTok and YouTube tools, but they do not use the categories on this page.
Reading this page and the sample is free. Running an audit needs a free Nolyn account: sign in with Google and you get 100 free credits. The sample run, with a peer organization, used 59 credits and about 9 minutes, and an earlier run of the same comparison used 63, so a run like it fits in the free credits. Follow-up questions in the chat use more.
To run it, yes: sign in with Google. It is free and asks for no card. You can read the example and fill in the form before signing in.
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