At first glance, blending a nonprofit organization’s message with trendy pop culture references seems like bad practice. After all, nonprofits work to tackle deeply serious issues in our communities, and connecting inequity in education, for example, to this week’s reality TV scandal would both be in poor taste and damaging to an organization’s image. But there is a time and a place – and a method – for taking a less formal approach on social media and stepping into the weird, wild world of pop culture.

We often tell our clients that in media relations, we need to find a way to make their work “newsy.” We tie their mission to breaking news as a way to bring their voices into a conversation that is already happening. The same can be done on social media – but “news” there is a different thing. On social media platforms like Instagram, TikTok and X, the definition of news also includes the latest jokes, TV show plots and celebrity appearances. 

For the clearest example of the frenzy caused by celebrity movements, look no further than Taylor Swift. While working, my personal life mantra of “How can I make this about Taylor Swift?” turns into “What does my client have in common with Taylor Swift?” Her domination over media of all types is evidenced by the internet’s reaction to her engagement, latest album announcement and even the rise in the use of the word “era” following her record-breaking Eras Tour. When celebrity news goes viral, it can be difficult to get people to talk about anything else. Instead of trying to draw attention away, nonprofits can capitalize on these moments by demonstrating how their mission is relevant to the conversation at hand.

The key to balancing a nonprofit’s respected image with an approachable, internet-savvy tone that appeals to a wider (and younger) audience is finding the right entry point. The best strategy is to take a trend and make it about the nonprofit’s message instead. For example, Planned Parenthood adapted a meme format from the hit show “The Summer I Turned Pretty,” and the Malala Fund used a trending TikTok audio to discuss the organization’s values. 

For our own clients, we’ve used Spongebob, Charlie Brown and Samuel L. Jackson to create topical content that is both on-brand and appealing to wider audiences. Knowing the audience is key to maintaining the balance between respectable and approachable –  if you’re trying to reach Gen X on Facebook, posting about TikTok brainrot won’t further your mission. In these examples, Spongebob and Squidward are easily recognizable to Great Jobs KC’s college-aged audience, Charlie Brown plays on nostalgia for older adults from the New York Society for Ethical Culture and Samuel L. Jackson’s household name draws eyes from all age groups. 

We practice what we preach, too. We’ve implemented this strategy on our own social media, using HBO’s Succession, the “Gen Z editor” trend and my loudest furry friend (because cat content is always social media gold). It’s a relatively easy way to keep our content fresh and engaging, as well as flex our creative muscles by connecting our agency to seemingly disparate internet trends. 

There’s a playfulness to social media that many serious brands and nonprofits shy away from, but not joining the game means sidelining your organization’s message. Social media is, well, social. It’s about cultivating connection and community – not just infodumping about your organization’s latest programs. Show your donors, volunteers, partners and followers that there are real human faces behind the work and the brand. Give your chronically online social media strategist their time to shine.

To paraphrase Taylor herself: let your organization’s personality shimmer!