High profile nonprofit leaders often have larger social followings than their organizations.

Take the Instagram followings of these leaders and organizations for instance:

• Jennie Allen: 519K // IF:Gathering: 200K
• Christine Caine: 1.4M // A21: 257K
• Bob Goff: 691K // Love Does: 88.3K
• Louie Giglio: 606K // Passion: 485K

What explains the gap?

People follow people before they follow organizations.

That's why the leader's personal following almost always outpaces the org page.

So how do you steward the leader's reputation for impact?

There are countless ways you can answer that question, but one we personally love to help organizations accomplish is moving that attention off social media and into an owned email newsletter list.

When you move a leader's personal following into an owned email list, you're converting borrowed attention into something the mission can steward long-term across platforms, across seasons, beyond any single leader's tenure.

The leader's voice builds the list. The mission benefits from it for years.

The Strategy Gap Worth Closing

If your leader has 500,000+ followers and your email list has 5,000 subscribers, that's a strategy gap worth closing.

What would it take to start moving that audience somewhere you actually own it?

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