Nonprofits are often stretched thin, navigating tight budgets and competing demands for attention. So, why should you make time to experiment with yet another social platform? Because playing with new tech isn’t just about staying relevant—it’s about finding fresh ways to connect with supporters, amplify your mission, and maybe even spark joy along the way.
At the February 25, 2025 Connect Canada event, digital specialist Madeleine Sugden shared insights from the UK charity sector’s experiences with Bluesky, the decentralized social platform that has been gaining traction as an alternative to X (formerly Twitter). Here’s why nonprofits should consider adding Bluesky to their digital mix and how you can get started.
Why Bluesky? A Safe Haven from X
Since Elon Musk took over Twitter in late 2022, the platform’s environment has changed dramatically. Many nonprofits have struggled with declining engagement, increased toxicity, and algorithmic unpredictability.
Some organizations have quietly stopped posting, others have made dramatic exits. Yet, most large charities remain because they feel they have no alternative.
Enter Bluesky. Nonprofits who have tested the platform report:
- A relief from the negativity of X.
- A more engaged and interactive community.
- A chronological feed (no algorithm manipulating visibility).
- Higher engagement rates despite smaller followings.
Early Movers Are Seeing Big Wins
Organizations like Coast Funds, an Indigenous-led conservation finance nonprofit in Canada, jumped onto Bluesky early and saw rapid growth after the 2024 U.S. election. They now have half the followers they had on X but with significantly higher engagement and more relevant connections.
Even smaller organizations are seeing real impact. One nonprofit shared that their first donation via Bluesky came from an unexpected supporter—a legal services firm that resonated with their mission. They had never received donations via X, yet Bluesky delivered nearly $1,000 from a single post.
Should Your Nonprofit Join Bluesky? Ask Yourself:
- Is your audience (or potential audience) on Bluesky?
- Do you have time to experiment and build a new community?
- Are you struggling with engagement on X or other platforms?
- Do you want to be part of shaping a new, positive online space?
If the answer to any of these is yes, then it’s time to dip your toes in.
Getting Started: Your First Steps on Bluesky
- Claim Your Account — Prevent impersonation and secure your nonprofit’s presence.
- Follow Key Accounts — Use “starter packs” to find other charities, journalists, and partners.
- Make Your First Post Count — Be playful, mission-driven, or inspiring. This sets the tone.
- Be Social — Comment, repost, and interact. Bluesky rewards engagement, not just broadcasting.
- Tell Your Audience — Share your Bluesky handle in your newsletters, website, and social channels.
A Note of Caution: Social Media is Borrowed Land
Madeleine reminded us that nonprofits must not rely too heavily on any single social platform. As we’ve seen with X, platforms can change overnight. Bluesky might be thriving now, but diversifying your digital presence remains crucial.
Invest in what you own: your website, email list, and direct supporter relationships.
Decentralization and the AT Protocol
One of the key advantages of Bluesky is its foundation on the AT Protocol (Authenticated Transfer Protocol). Unlike traditional social media platforms that are centralized and controlled by a single entity, Bluesky is built on decentralized infrastructure, allowing users to own their identities and content across different platforms. This means nonprofits can have more control over their digital presence, reduce dependency on proprietary algorithms, and ensure that their communities remain connected regardless of corporate shifts or platform changes. While adoption of decentralized networks is still in its early stages, Bluesky presents a forward-thinking approach to social media that aligns with nonprofit values of openness, accessibility, and community-driven engagement.
Final Thought: Have Fun With It
Nonprofit work is serious, but social media doesn’t have to be. Bluesky offers a chance to reclaim the joy of online engagement. Post a fun fact, share an unexpected story, or (as one UK museum did) lean into viral humor—their “Absolute Unit” sheep meme still makes waves years later.
So, take a cue from the early adopters. Secure your handle, start experimenting, and most importantly—play a little. The future of nonprofit digital engagement might just be waiting in the (blue) sky.
Resources
Explore these helpful guides and insights to navigate Bluesky for nonprofits: