In an era dominated by short-form content — snappy social posts, quick video clips, and brief emails — many nonprofits may wonder if long-form content still has a place. The answer is a resounding yes. While short-form content can grab attention, long-form storytelling offers something that quick snippets can’t: depth, connection, and lasting impact.
But how do you balance the two? And more importantly, how do you create content that both aligns with your nonprofit’s goals and truly engages your audience? It all starts with understanding who you’re speaking to and what they care about.
The most important part of any content — long or short — is knowing your audience. Before you put pen to paper (or fingers to keyboard), ask yourself: What are our supporters interested in? What questions are they asking? If you focus on answering their needs and addressing their concerns, you’ll immediately increase the value of your content.
Nonprofits often make the mistake of creating content centered around what they want to promote, without considering what their audience actually cares about. When we were re-designing Einstein Heathcare Network’s major donor magazine the major giving officer said “No one wants to read about what we did for fundraising, they want to hear about what their funding did for patients and the community.”
Iris’s writing partner Amy Favreau of Word of Mouse Writing and Strategic Communications Consulting noted, “We want to write about what’s interesting to the audience, not just what we want to promote. Otherwise, people won’t engage.” She hit the nail on the head — content that doesn’t connect with your audience’s interests or questions will fall flat, no matter how important it is to you to get the information out.
While short-form content forces you to make tough decisions about what to include, long-form content gives you space to explore. Instead of cutting down to the bare essentials, Meghan Goff, head of development communications firm Onward Communications advises that through long-form content “you can share multiple perspectives, offer meaningful insights, and connect the dots to demonstrate the impact of your work.”
One of the greatest benefits of long-form content is that you don’t have to choose between telling a story and highlighting your programs. You can do both — adequately and in depth. Whether it’s your annual report, magazine, newsletter, or a case for support, long-form pieces allow you to paint a more comprehensive picture of your mission and the difference you’re making.
That said, length alone isn’t enough. Long-time Iris writing partner Karen Rueda of Rueda Communications pointed out, “If the narrative is longer but not deeper, it doesn’t work. Despite more content, it can remain superficial.” In other words, use the extra space wisely—tell a richer, fuller story rather than simply filling the page with more words.
The most effective long-form content finds a balance between what your nonprofit wants to share and what your audience wants to know. If you’re only writing to check off a box or fill in the blanks of your latest strategic plan, your content will feel mechanical and uninspired. Instead, think of it as an opportunity to invite your audience into the story—and make sure they see how they’re part of it.
For example, when creating content for a donor impact report, don’t just talk about how much money you raised or how many programs you ran. Instead, tell the story of impact: How did those funds change lives? Who benefited from your programs, and what difference did it make for them? Testimonial stories, real-world examples, and human experiences resonate much more strongly than statistics alone.
Meghan explained it perfectly: “Donors need a tangible sense of what they’re contributing to. It’s important to show them, not just tell them.” If they can see the impact of their gift in a real, meaningful way, that’s when you’ve struck gold.
One common mistake in long-form content is using the space to include everything. The result? A cluttered, overwhelming message. “Instead of giving every program equal attention,” Karen said, “focus on your most significant impact stories.”
When it’s hard to choose, look to your strategic plan for answers. Which achievements align with your strategic goals and showcase your nonprofit’s mission in action? Focusing on those will move you forward faster.
Think of it like a well-curated magazine. Not every article is about every program, and that’s okay. When you choose your strongest stories and tell them well, your audience is much more likely to stay engaged and take action.
In design, if everything is calling for your attention, nothing is. At Iris we call that “Vegas design.” The same applies to content. The key is selective storytelling—presenting the information that matters most in a way that stands out and sticks with your readers.
In the nonprofit world, where connection and engagement are everything, long-form content offers a powerful way to build deeper relationships with your audience. While short content builds awareness, in-depth content helps move people from knowing to caring.
By taking the time to craft thoughtful, audience-focused pieces, you give your supporters a chance to truly understand your mission, see the impact of their involvement, and feel invested in your cause.
So, don’t underestimate the power of going long. With the right focus, long-form content can help your nonprofit not only tell its story, but inspire action, foster connection, and drive lasting change.
