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How To Get Your Grassroots Group Noticed By Building a Content Strategy

Posted By Jessica Pang-Parks, Education Coordinator - Grassroots Growth, October 20, 2016
Updated: October 19, 2016

Estimated reading time: 3 minutes

Want your grassroots project or event to get noticed? Before you get started with promoting your work, solidify a content strategy with your team! A content strategy is a plan for how your grassroots group will create and release content (e.g. blog posts, newsletters, Facebook event invitations) to your communities.

By developing a content strategy, you are setting expectations and goals with your communications volunteers. Working together to build a content strategy ensures that volunteers responsible for the content can feel confident that their contributions are consistent with your group’s identity and tone. As well, your volunteer team will be able to target different audiences in your community and be assured that their messages don’t overlap or conflict. Finally, a content strategy assigns timelines and responsibilities to individuals, providing further clarity on expectations.

Content strategy plans are meant to be flexible and can change as your project progresses. Perhaps you gain a new community partner on the way? Perhaps new talent joins your volunteer team? Perhaps a sensitive topic comes up in your community and your group is in a position to respond? Set up time to check-in with your team about the existing content strategy and make adjustments as necessary. Without these check-ins, your team may lose sight of the project goal or become demotivated.

The content strategy template below will help your group plot out the usage of different online and offline platforms to engage your communities. We’ve even included an example!

 Marketing Content Strategy Template for Grassroots Organizations


So, next time your organization has something to promote, get together and develop your content strategy first. It could save you from common issues in the non-profit sector: miscommunication, frustration, and headaches. Fortunately, the Grassroots Growth project is here to support volunteer-run organizations across Ontario with in-person workshops, informative handbooks, downloadable templates, and a vibrant online community where you can share ideas with other grassroots leaders.

 Join the conversation on grassroots outreach and access all our free grassroots resources through the online community at! You can also register for one of our free Grassroots Engagement workshops. Our next Grassroots Engagement workshop will be held on Thursday, October 27th at 6pm. Spaces are limited so register today!


Grassroots Growth Website


As the Education Coordinator, Jessica is responsible for developing and delivering workshops and online content to help build the capacity of grassroots organizations across Ontario. Contact Jessica

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