Your organization is doing incredible, life-changing work. And no one knows about it.
This is the content-mission gap that plagues nonprofits everywhere. You have unique stories, perspectives, and impact that only you can tell, but if you’re not effectively sharing them, they might as well not exist. While 75% of nonprofits lack documented content strategies, most organizations remain invisible precisely when they have the most important work to share.
The solution isn’t complicated: show your work.
This concept, popularized by artist Austin Kleon in his book, Show Your Work! 10 Ways to Share Your Creativity and Get Discovered, offers nonprofits a framework for closing the content-mission gap. Instead of waiting for perfect impact stories or polished annual reports, organizations can build trust and influence by sharing the authentic, daily processes that make their mission unique. Here are three practical ways to put this into action.
Three Ways to Show Your Work
1. Think Process, Not Product
Most nonprofits share only finished outcomes: "We served 500 families this year" or "Our program has a 90% success rate." But people connect with your process. Instead of annual statistics, share staff training sessions where your team learns new techniques. Document case management meetings where difficult decisions are made. Show the logistics of setting up your unique programming or the orientation process that prepares new volunteers.
This behind-the-scenes content helps supporters understand why your approach works differently. A food bank might share how they've redesigned their distribution process to maintain client dignity. A literacy organization could document their method for matching tutors with students. The process reveals the unique value that makes your mission irreplaceable.
2. Open Your Cabinet of Curiosities
A “cabinet of curiosities” was historically a collection of interesting objects. Today, it’s the ideas, research, and people that shape your work. Be intentional in sharing what influences your unique approach and why you think differently about your cause. An environmental organization might highlight the research studies that shaped their restoration methods. A youth development program could share books that their staff are reading about adolescent psychology or other innovative programs they study for inspiration.
This type of content demonstrates intellectual depth and shows the foundation behind your methods. It positions your organization as thoughtful practitioners, not just service providers asking for donations. When you share the TED talk that changed how your team approaches client care or the historical example that inspired your program model, you’re teaching your audience to see the problem through your expertise.
3. Teach What You Know
Use your expertise to educate others and build influence by becoming the go-to source for knowledge about your cause. Follow a 60-30-10 content strategy: 60% educational content that teaches your audience about the issue you’re addressing, 30% inspirational content that shows your work in action, and 10% direct asks for support.
An addiction recovery center might create educational content about recognizing early warning signs, family dynamics during recovery, and workplace reintegration strategies. A homeless shelter could teach about the complex causes of homelessness or practical tips for community members who want to help. This approach transforms your organization from being just another group asking for donations into being the trusted expert on your issue area. Content marketing drives 31% of nonprofit online revenue because it builds relationships before making requests.
Start This Week
The tragedy isn’t that nonprofits lack good stories—it’s that we keep the best ones to ourselves. Here are four ways to begin showing your work immediately:
Document your unique processes. What makes your organization different? Capture three behind-the-scenes moments that demonstrate your approach. Turn each into social media content, email updates, and website stories.
Create authentic video content. You don’t need polished production. Have staff, volunteers, and the people you serve create short phone videos answering: "What does [your organization’s unique approach] mean to you?" Authentic content builds more trust than polished promotional material.
Build your cabinet of curiosities. List five things that influence your approach—books, articles, research, or even other organizations. Share one this week with context about why it matters to your mission.
Apply the teaching test. Before publishing anything, ask: "Am I teaching something valuable, or just asking for something?" Aim for that 60-30-10 ratio to build relationships through education rather than extraction.
Stop hiding your organization’s work. Your mission deserves to be seen.
