In today’s fast-paced digital world, nonprofits need more than a strong mission—they need visibility. Partnering with content creators allows nonprofits to tap into established, trusted communities and communicate their impact in authentic, engaging ways. These creators bring storytelling skills, creative formats, and loyal followings that can help nonprofits reach new audiences, inspire action, and build long-term support. Whether you’re fundraising, raising awareness, or building community, working with the right content creator can be a powerful way to scale your message and deepen your impact.
Social Currant has spent the last 5 years helping nonprofits identify, vet, and manage creator partnerships—making the entire process simple, strategic, and aligned with your mission.
2024 was a pivotal year for Social Currant, engaging with over 800 content creators to create over 4,000 pieces of content that educated and activated audiences around critical social issues we are advocating for. We created our 2024 impact report which highlights the data we have gathered and translates them into key takeaways and recommendations to help you successfully invest in creators to advance your mission.
Some key takeaways:
Lived Experiences Drive Engagement: Non-political creators are crucial players in advocating for your cause. 82% of the creators we worked with were non-political, with comedy content creators grabbing the highest views and lifestyle creators achieving the highest engagement. When creators talk about issues through their own lived experiences, they create this personal connection that allows messages to reach a wider audience and get people invested in issues they may not have been familiar with before.
Long-term Investments are Crucial: Investing in creators beyond one-time posts will transform the success of your campaign. We found that programs that invested the most in creator partnerships saw the best return on investment with the lowest CPMs [Cost per Mille] compared to other programs. We need to equip creators with the time and support to build a sustainable knowledge of these issues within their communities.
Platform Dynamics Matter: We found that Instagram maintained consistent results while TikTok was more unpredictable and YouTube boasted higher engagement rates due to the platform’s preference for more in-depth discussions. Through tailoring strategies for each platform and cross-posting content when possible, you can maximize your cause’s reach!
Building Infrastructure Beyond Content: Creators need to be invested in as individuals, building them the infrastructure to build audiences around these issues long-term. Opportunities like in person events, activations, and community spaces can help create this, creating spaces where creators can develop deeper discussions around these issues in relationship to their own lives to create lasting impact.
About this Article’s Author:
Ashwath Narayanan is the Founder & CEO of Social Currant, a DC-based marketplace that helps impact brands, nonprofits and CSR initiatives match with the right creators to run campaigns. Social Currant has helped some of the largest nonprofits run national campaigns around issues like voter registration, immigration, healthcare and tech diversity.
As nonprofits look for new ways to stand out and make lasting impact, content creators offer a powerful pathway to build trust, expand reach, and inspire action. The data is clear—investing in authentic, long-term creator partnerships works. It’s not just about visibility; it’s about creating real connections that move people to care and contribute. If you’re ready to take your cause further in 2025 and beyond, don’t miss our upcoming webinar:
Content Creators for Causes | Building Long-Term Social Media Success with Content Creators.
👉 Sign up today and learn how to turn content into community—and community into change.
