Are you worried about how you will come up with powerful anniversary content to constantly share across your various channels? This might help. There’s a powerful principle called “Create Once, Publish Everywhere” that can help you make the most out of your anniversary content and ensure it reaches a wide audience. In this article, we’ll explore how you can leverage this principle to maximize your content’s reach and impact.

social media strategy

Above: To commemorate the 80th anniversary of the terrible events of Kristallnacht, the Leo Baeck Institute planned a year of daily social media, each post an archival document dated from the same day in 1938. C&G Partners created the brand, visual framework, social media assets, website, and interactive exhibition that brought this serious historical subject into the present.

Creating Core Content: The Foundation of Your Strategy

The first step in implementing the “Create Once, Publish Everywhere” principle is to develop core content. This content serves as the foundation for all your anniversary communications. It could be a compelling story about your organization’s journey, a heartfelt message from the founder, or a collection of memorable moments and achievements throughout the years. (And there are some even more advanced ideas as well.) By focusing on creating a few key sets of high-quality content, you lay the groundwork for consistent and impactful messaging across all your channels.

Tailoring Content for Different Channels

Once you have your set of core content in place, it’s time to tailor it for each specific channel. Each platform has its own unique requirements and audience expectations, so it’s important to customize your content accordingly. For example, you can take snippets from your core story and craft shorter, attention-grabbing posts for social media. On your website, you can create a dedicated anniversary page or microsite that showcases that core content set while providing additional details and interactive elements. By adapting your content to fit the characteristics of each channel, you can effectively engage your audience and optimize the impact of your anniversary messaging.

Repurposing and Repackaging Content

Another key aspect of the “Create Once, Publish Everywhere” principle is repurposing and repackaging your content. Don’t be afraid to get creative and find different ways to present your core message. For instance, you can transform a core set of content into written articles, an engaging video, or an infographic. You can also extract key quotes or statistics from your core content and turn them into eye-catching graphics for social media. By repurposing and repackaging your content, you breathe new life into your anniversary message and make it more accessible and appealing to different segments of your audience.

Leveraging Automation and Scheduling Tools

Managing content across multiple channels can be a daunting task, especially for small nonprofit organizations with limited resources. This is where automation and scheduling tools come to the rescue. Utilizing tools like social media management platforms or content management systems can help you streamline your content distribution process. You can schedule dozens (or hundreds) of posts in advance, ensuring a consistent flow of anniversary content without the need for constant manual monitoring. Automation saves time, reduces the risk of overlooking important channels, and allows you to focus on creating more meaningful content.

Encouraging User-Generated Content

As you share your anniversary content across various channels, don’t forget to actively involve your audience. User-generated content is a powerful way to foster engagement and create a sense of community around your anniversary celebration. Encourage your supporters, volunteers, and beneficiaries to share their stories, memories, and photos related to your organization. You can create dedicated hashtags, run contests, or host virtual events that encourage participation (and there are even more advanced approaches here, too). By incorporating user-generated content into your anniversary strategy, you not only amplify your reach but also create a more authentic and inclusive celebration.

Monitoring and Iterating Based on Analytics

Finally, it’s essential to monitor the performance of your anniversary content and iterate based on analytics. That sounds much harder than it is. Essentially, just pay attention to engagement metrics, such as likes, comments, shares, and click-through rates. See which types of content perform best on each channel and refine your approach accordingly. Experiment with different formats, messaging styles, and posting times to optimize your content strategy. By continuously monitoring and learning, you can fine-tune your content and ensure that it resonates with your audience, ultimately leading to a more successful and impactful anniversary campaign.


In conclusion, the “Create Once, Publish Everywhere” principle offers a powerful framework for filling your channels with engaging anniversary content — even when the core set of content isn’t that large to begin with. By creating core content, tailoring it for different channels, repurposing and repackaging it, leveraging automation and scheduling tools, encouraging user-generated content, and monitoring and iterating based on analytics, you can amplify the reach and impact of your anniversary messaging. So, get creative, embrace the power of this principle, and make your anniversary a truly memorable and widely celebrated occasion.