You know that feeling when you've spent hours creating great content, but then you realize you need different versions for email, social media, your blog, and your newsletter? Most people start over each time, but there's a smarter way.
This week, we're sharing how to take one strong story and adapt it across multiple platforms without recreating everything from scratch. From Lego-style content that can be taken apart and rebuilt to organizations like Freestore Foodbank that tailor the same message based on what people are actually interested in.
The goal isn't just saving time (though that's nice). It's about building a content system that responds to supporter behavior, rather than sending everyone the same message and hoping it sticks.
Writing different content for every platform can feel overwhelming, but there's a better way. This editorial calendar template helps you plan content 12 months ahead, avoid repeating stories, and ensure you're sharing content that shows donors the impact of their giving.
How to get the most out of every piece of content đź“–
Most creators think repurposing means copying and pasting the same post everywhere, but that's just crossposting. This resource unpacks the differences and shows how to adapt a single story for different platforms— turning blog posts into Instagram carousels, LinkedIn posts, and newsletter snippets.
4 tips for repurposing nonprofit newsletter content đź“–
Newsletters take a lot of work to create, so why not get more mileage out of them? This guide shows how to mine existing content for newsletter material and repurpose it into multiple blog posts. One key point is to avoid PDFs and archive pages. Instead, host newsletter content on your website where people can discover and navigate it.
15+ ideas for recycling content đź“–
Content Marketing Institute asked repurposing experts for their best advice, and Ahava Leibtag's take stood out: "… build it like a Lego sculpture, so you can take it apart without breaking the bricks.” Pam Didner adds, “Each format needs its own hook. Don’t just copy and paste. What works as an intro for a blog won’t work for a 30-second video.”
Instead of sending the same generic message to everyone, Freestore Foodbank tracks which pages people visit on their website and adapts their follow-up accordingly. Someone who visits the volunteer page gets messaging about volunteer opportunities, not donation asks. Someone who reads about programs gets program-specific updates. This works because Freestore Foodbank is meeting people where their interests already lie, rather than forcing everyone through the same funnel.
By integrating their CRM, website tracking, and marketing platform, they can see the full donor journey and respond appropriately at each step.