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Nov 19, 2025 Joe Ballard

Event Recap: Non-Profit Social Media Audit 2025

Past Event: Nonprofit Social Media Audit LIVE

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November 19, 2025 | At our final SMBMad event of 2025, we gathered at DreamBank (and online!) for a live deep dive into the digital presence of Operation Fresh Start (OFS) — a Madison nonprofit with 54 years of impact, powerful stories, and a mission centered on helping young adults build brighter futures.

Panelists Ashley Storck, Ema Roloff, and Laura Marie Kaiser took the stage for a full audit across web, Facebook, Instagram, TikTok, LinkedIn, and X, delivering actionable insights the audience could take back to their own organizations.

Download the presentation slides here. Check out the photos from the event here.

Why OFS Was Selected

Operation Fresh Start came into the audit with strong assets:

  • A rich library of real-world visuals from active projects
  • A 54-year legacy of credibility and success
  • Compelling personal transformation stories
  • A clear desire to grow visibility with young adults, donors, media, and the broader community

Their goal for the next six months? Expand the reach of their message and elevate the stories of the young adults they serve across Dane County.

Website Audit Highlights

What’s Working

OFS’s website already has a strong foundation:

  • Domain Rating of 34 — excellent for a nonprofit
  • 718 backlinks and 336 listed sites
  • Well-organized content and intuitive dropdowns
  • Meaningful internal linking across key pages
  • Program pages that help visitors quickly find what’s right for them
  • A fantastic FAQ page (panelists’ favorite!)

Opportunities for Impact

  1. Strengthen hero sections and H1 tags

Use the History page as the model — clear H1, supporting text, strong hero image — then replicate this consistently across the site.

  1. Reduce text-heaviness

Program and history pages are dense. Aim for:

  • No more than 4 lines per text block
  • Shorter paragraphs
  • More bullets, graphics, FAQs, and design elements

  1. Improve accessibility

The orange CTA (#FF9933) and white text combination is borderline on contrast. Consider updates using a color contrast checker and add a free accessibility widget.

  1. Turn the Donate page into a true conversion engine

Right now, the donate button sends users off-site. Panelists recommend:

  • Keeping donors on the OFS website
  • Adding persuasive copy, testimonials, and impact visuals
  • Embedding the donation form directly on the page

Facebook Audit Highlights

Accomplishments

  • Strong and engaged follower base
  • High share activity
  • Authentic photos — minimal stock content
  • Great range of topics
  • Consistent voice and branding

Opportunities

  • Engage every commenter and every share
  • Avoid posting clusters — aim for 1 post per day
  • Launch a “Fresh Start Stories” weekly series
  • Install the Meta Pixel

Instagram Audit Highlights

Strengths

  • Strong follower count
  • Posting consistently
  • Great tagging
  • Strong copywriting

Opportunities

  • Reels are essential — none since July
  • Use timelapses, trends, and “talking head” videos
  • Show more personality from young adults
  • Optimize for vertical content

TikTok Audit Highlights

Strengths

  • Good mix of interviews, speeches, onsite work, trends

Opportunities

  • More frequent posting
  • Lean into student creativity
  • Use trending sounds and storytelling
  • Cross-post vertical videos

LinkedIn Audit Highlights

Accomplishments

  • Modern logo
  • 1,000 followers
  • 82 associated members building credibility
  • Semi-consistent posting
  • Strong hashtag and corporate tagging

Opportunities

  • Fix logo inconsistencies
  • Encourage staff and board sharing
  • Tag everyone in photos
  • Brand images and cross-post carousels as videos

X (Twitter) Audit Highlights

Opportunities

  • 754 followers is a solid base — post daily if keeping the platform
  • Use clear images (avoid collages)
  • Standardize logo usage

Key Takeaways

  1. Consistency is everything — show up regularly.
  2. Storytelling wins — highlight the humans behind the mission.
  3. Be your audience’s favorite teacher — educate while showcasing impact.
  4. Prioritize vertical video everywhere.
  5. Make content feel personal and authentic.

Thank You, Operation Fresh Start!

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