Creators are no longer just here to entertain or promote products. They’re showing up in the White House briefing room, at the ballot box, and even in the advocacy space. And if your nonprofit hasn’t thought about how to partner or engage with advocacy creators yet, now’s the time. Influencers are now advocates, educators, and mobilizers.
I recently followed along on social media with Trending Up: Creating for a Cause, a four-day conference in Washington, D.C., designed to bring together content creators, advocacy organizations, and community and government leaders to explore how social media platforms can be used for social good. Their website states, “We empower creators to leverage their platforms for social good, giving them the tools and knowledge to drive meaningful impact on the issues they care about.”
Hosted by The Hub Project, Way to Win, and Future Forward, the event was more than just a networking opportunity– it was a blueprint for how creators are becoming catalysts for impact. Creators had to apply to attend, and those accepted had all flights, hotel rooms, and meals covered. The schedule included panels like “Mastering the Media: Engaging with Reporters and Traditional Media” and “Securing The Bag: Making Advocacy Work For You.”
Creators Are Stepping Into the Advocacy Space
The creator economy is often associated with sponsored products, brand partnerships, and luxury lifestyle content. But creators today are also talking about climate justice, voting rights, public health, misinformation, reproductive rights– you name it.
At Trending Up, the message was clear: social platforms are powerful organizing tools, and creators are using them to drive awareness, influence opinions, and mobilize action. Many of them are doing so independently, without the backing of a newsroom or team. That’s exactly why they’re trusted. They show up as themselves, talk to their followers like real people, and share causes they care about in ways that feel personal and authentic.
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So, What’s in It for Nonprofits?
If you’re a nonprofit or mission-driven business, you might be wondering what the advocacy creator boom has to do with you or how you can get a piece of the pie without breaking the bank. While your organization may not have millions of followers, or even a marketing budget, you do have something certain creators care about: purpose. Whether it’s clean water access, education equity, racial and social justice, or food insecurity, creators are looking for meaningful causes to align with. Here’s some takeaways for nonprofits looking to engage with advocacy creators.
Identify Your Creators– Even If They Don’t Look Like Advocates (Yet)
In a past blog on news influencers attending the Democratic National Convention, I talked about using a “surround-sound” approach to influencer engagement. That still applies here. Not every creator will have a track record of advocacy, but that doesn’t mean they’re not passionate about your cause or want to get involved.
Some of the most powerful collaborations come from creators who are adjacent to your issue: a fashion creator who cares about sustainable textiles, a food vlogger who wants to support local agriculture, a fitness influencer passionate about mental health. If they align with your values, they could be a great partner, even if they’re not already talking about your mission daily.
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Build Creator Partnerships Thoughtfully
If you do decide to engage creators, start small. Build a relationship, not just a campaign. Begin by following and engaging with local popular creators, creators who attract the audience you’re looking for, and those who have collaborated with other mission-driven organizations, whether or not their niche initially seems like a fit. It might sound obvious, but just because someone appears to have a defined niche doesn’t mean they don’t also have passions and interests outside of it. In other words, don’t judge a creator solely by how their feed looks.
If you had looked at Awa Sanneh’s content prior to 2024, you’d have seen a fashion and beauty influencer. But since then, her content has shifted to make advocacy a big and genuine part of her brand. Now she’s attending Trending Up for the second year and even spoke on a panel at this year’s conference.
@_awasanneh♬ The Largest – BigXthaPlug
Value-Add for Advocacy Creators
Remember: creators operate differently than traditional journalists. Many are independent, and content creation is their full-time job. Some may expect compensation. Others may jump in because they care. It’s important to be transparent, set clear expectations early on, and collaborate with them, rather than dictate what they should do.
If you don’t have a budget, try to think of what else of value your nonprofit can offer: gifted merch, a private dinner party, exclusive access to VIPs, event tickets, networking opportunities, etc. Besides helping a great cause and promoting a mission, creators want to feel they’re receiving something of equal value. For example, in addition to having their lodging and meal expenses paid for, attendees of the Trending Up conference were also provided the opportunity to meet with, talk to, or interview select congressmen and women like Rep. Jasmine Crockett, Rep. Seth Moulton, Sen. Raphael Warnock, Sen. Elizabeth Warren, Former United States Secretary of Transportation, Pete Buttigieg, and numerous others.
Consider offering:
- Behind-the-scenes tours or early looks at reports or campaigns
- Comped access to events or galas that encourage creators to share their experience
- Opportunities to meet and interview VIPs, i.e., local policymakers, government officials, industry experts, etc.
- Networking dinners or private events with other creators, (like Trending Up’s “Night at the Museum” party held at the Smithsonian National Portrait Gallery)
- Educational and professional development opportunities on issue topics, i.e., the panels put on by Trending Up on the economy, reproductive rights, climate, immigration, education, and state & local advocacy
- Branded merch or curated gift bags
- Paid travel, lodging, and meals (when feasible)
At its heart, engaging with creators of any genre is all about building relationships and trust. Creators don’t just have audiences, they have communities. If you can connect your mission to the right messengers, you’re not just borrowing their platform, you’re building momentum for your cause in new, unexpected spaces.
Creators are part of the media ecosystem now. That includes the political arena, the nonprofit world, and everywhere in between. At Trending Up, it was clear: the lines are blurred, and that’s not a bad thing. Fashion creators are speaking up on reproductive rights and fitness influencers are educating their audience on social justice. This is the new norm. With the right partnerships, your message doesn’t just reach more people– it reaches the right people.
Want help building a creator-friendly digital strategy? We can help your nonprofit or mission-driven organization tap into influencers with intention. Reach out here.
