It was a quiet Wednesday afternoon when Mary stumbled onto her local nonprofit’s site while searching for ways to encourage her son to read. One blog post caught her eye: “5 Ways to Spark a Love of Reading in Children.” She wasn’t expecting much. Maybe a quick list, then back to her search. But as she scrolled, something shifted. The writing felt warm and personal. The tips were practical, even inspiring. At the bottom of the article, a gentle mention of a local literacy volunteer program invited her to learn more.
Three clicks later, Mary wasn’t just reading, she was signing up to help.
That's the power of adjacent content: stories and resources that orbit your mission and invite readers to gravitate toward it on their terms, helping boost your nonprofit marketing efforts.
Adjacent content refers to blog posts, articles, and resources that relate to your mission without directly promoting your programs. It’s not the press release or the event recap. It’s the personal story, the helpful tip, the community insight.
Think of it as storytelling with soft edges. It’s informative and inspiring content that leads your website visitors naturally to your core work.
Customer Example: United Way Worldwide and United Way of North Carolina Supporting Relief Efforts
Today’s website visitors are overwhelmed by noise. They scan quickly and stay only when they feel something matters to them. Adjacent content breaks through that noise by providing:
Even search engines reward this type of content. Topics like “how to talk to kids about hunger” or “tips for senior wellness” often attract more organic traffic than traditional news posts because they match what people are really looking for, emphasizing the value of SEO for nonprofits.
Adjacent content shouldn’t read like a formal report. It should feel like a genuine conversation. Use warm, accessible language that connects with readers’ everyday lives. Avoid nonprofit jargon or acronyms that may confuse someone unfamiliar with your programs.
Example: Instead of “Nutritional Outreach Programming Success Metrics,” try “What One Healthy Snack Can Do for a Child’s Day.” In that piece, you can share the story of a child whose focus improved at school thanks to the free healthy snacks your org provides, without making it sound like a grant proposal.
Tip: Read your content aloud. If it sounds too stiff or technical, rewrite it like you’re explaining it to a friend over coffee.
People connect with stories, but they also love practical advice. Strong adjacent content often blends both. Pair emotion-driven narratives with clear takeaways that readers can apply in their own lives, or that show how your organization helps solve similar challenges.
Example: An animal shelter could publish “Why Seniors Make the Best Pet Owners,” featuring a heartfelt story about a senior who adopted an older dog. Then include helpful sections like:
You’ve inspired the reader and empowered them, without needing to say, “Please adopt today.”
Great adjacent content meets people where they are, literally. Use keyword research, FAQs, or stories from the front lines to guide your topics. What are community members asking about? What do your volunteers or staff hear repeatedly?
Example: A United Way might create a post titled “What Is ALICE and Why Should You Care?” to demystify the term used for Asset-Limited, Income-Constrained, Employed families. It educates the reader and can naturally lead into a story about a local family navigating financial hardship, along with links to your support services.
Pro tip: Use free tools like Google’s People Also Ask or listen to the questions your audience asks on social media.
Adjacent content should inform and entertain first, but it should still gently guide readers toward your services or volunteer opportunities. Think of it like breadcrumbs, not banners.
Example: A YMCA might write “How Swimming Lessons Build Self-Esteem in Kids” and share real quotes from children or parents. At the end, add a brief note: “Our summer swim programs are open for registration. Learn more.” The content delivers value up front, and the soft call to action (CTA) doesn’t feel intrusive.
Avoid overloading the article with internal links or calls to donate. Keep it natural and mission-aligned.
Photos and graphics set the tone, often before the first word is read. With Oneeach’s websites for nonprofit organizations, use visuals that reflect authenticity and diversity. Real images from programs, volunteers, and events connect more strongly than generic stock photos.
Example: In a blog titled “How Meals on Wheels Delivers Connection, Not Just Calories,” include a photo of a real volunteer chatting with a client at their doorstep, with permission, of course.
A graphic showing “5 ways to check in on a senior neighbor” adds a helpful visual takeaway.
One great post is a spark; a consistent stream is a beacon. When visitors know you regularly share thoughtful, relevant content, they’re more likely to return and engage. Plus, consistent publishing keeps your website active in search engines' eyes.
Example: Build a monthly content calendar featuring a mix of adjacent stories, direct updates, and personal spotlights. A literacy nonprofit might schedule:
Even if the volume is small, regular posting builds a rhythm and reflects organizational vitality.
Does the topic reflect your mission’s broader relevance?
Goal: Create stories and resources that relate to your mission, invite curiosity, and deepen engagement—without being direct announcements.
Step 1: Brainstorm Topics
List 3–5 content ideas related to your cause that aren’t program updates.
Step 2: Align with Best Practices
For each topic, ask yourself:
Step 3: Drafting the Content
Use this checklist to guide your writing:
Step 4: Promotion Plan
Where will this story live and how will you promote it?
A YMCA might publish a story like, “How Youth Sports Teach Empathy and Leadership,” subtly linking to their after-school programs.
Meals on Wheels could share, “How to Reduce Isolation in Seniors: Tips from the Front Lines,” pointing gently toward their daily check-ins and volunteer network.
An ASPCA might write, “The Emotional Intelligence of Dogs,” with a heartfelt nod to animal adoption.
None of these directly says “donate” or “sign up,” but they prime the reader to explore more, stay longer, and care deeper.
The key takeaway? Adjacent content builds context, not just clicks. It's how your nonprofit becomes more than a service provider. It becomes a guide, a friend, a voice in the community.
Not sure where to begin? Try this: list three questions your clients, volunteers, or community members often ask. Turn each into a blog post that answers with heart and insight. Link gently to your program. Share it on your socials. Watch the engagement begin.
Want help building your next story or brainstorming topic ideas? As your go-to nonprofit marketing experts, we’re just a message away, ready to help you turn your mission into something readers don’t just visit, but believe in.
Contact us to:
Let’s build it together.