Should Your Nonprofit Be on Bluesky?

TL;DR

Bluesky is gaining attention as a decentralized, values-driven alternative to mainstream social platforms. While its mission may align with nonprofit values, its small user base and lack of fundraising tools mean it’s not a must-join channel, at least not yet.

If you have time to explore, secure your handle and observe.

If your focus is on growing your core audience and driving donations, stick with platforms that deliver proven results.

Should Nonprofits Be on Bluesky?

Every time a new social media platform hits the scene, it’s tempting to jump in quickly. Early adoption could mean staying ahead of the curve, finding fresh audiences and riding the next wave of digital attention.

But as we’ve seen with platforms like Threads, which flared up, then fizzled out, novelty doesn’t always lead to long-term value.

So, here’s the question we’re tackling: Should your nonprofit be on Bluesky?

What Is Bluesky?

Bluesky is a decentralized social platform started by former Twitter CEO Jack Dorsey. It’s built on the AT Protocol, which emphasizes transparency, data portability and user control over algorithms.

In simpler terms, it aims to be a calmer, more user-centered alternative to X (formerly Twitter). Since its launch a few years back, it’s been growing steadily among journalists, technologists and communities seeking more control over their digital spaces.

Why Nonprofits are Exploring It

Purpose-driven organizations are often early adopters of ethical tech and platforms that prioritize values like user agency and transparency. Bluesky’s model seems like a natural match.

But alignment with values is just one piece of the puzzle. The real question is whether the platform supports your overarching goals.

Potential Benefits of Joining Bluesky

If your team has capacity to experiment, below  are a few advantages:

1. Early Presence Could Build Recognition

Joining early can help your organization establish a presence before the platform becomes more saturated. That might mean more visibility and an easier time building a following.

2. Shared Values

Bluesky promotes decentralization and user control, which aligns with many nonprofit missions. This can create opportunities for genuine connections with audiences who share those principles.

3. Engaged Communities

The current Bluesky user base includes journalists, activists and digital ethics advocates. If these groups intersect with your supporters or mission, it could be worth exploring.

4. Less Noise and More Dialogue

Since Bluesky does not currently serve ads, it may be easier to build relationships without competing with paid content or more aggressive algorithm shifts.

Considerations

Despite its potential, Bluesky may not be the right choice for every organization. Here’s why:

1. Limited Reach

The platform’s user base is still small. If your audience is active on Instagram or Facebook, shifting your focus to a smaller, less established network could potentially reduce your impact.

2. No Fundraising Tools

Unlike Meta platforms or TikTok, Bluesky doesn’t currently offer fundraising features, donation integrations, or other nonprofit-specific tools.

3. Resource Commitment

Managing a new platform takes additional time and capacity. If your current social channels aren’t fully optimized, adding another may spread your resources too thin.

4. Uncertain Longevity

Like other short-lived platforms, Bluesky’s future is still unclear. Jumping on early doesn’t necessarily guarantee long-term returns.

A Practical Approach

Ultimately, a thoughtful marketing strategy will always outlast any trend. Use this summary framework to determine if Bluesky may fit into your nonprofit’s marketing plan:

• Secure your handle: Do this now to protect your brand name in case you want to use it later.

• Observe and learn: Follow relevant accounts and get a feel for the platform’s tone, features and engagement.

• Test small-scale content: If your team has extra capacity, try sharing existing content to gauge audience response.

• Focus on core channels: If you’re still building engagement on other platforms, continue prioritizing those efforts.

Our Recommendation

Here at Avenue, we believe in strategic, values-aligned marketing, which means making thoughtful decisions based on both mission and data.

If you’re curious about Bluesky and have the bandwidth to explore, go ahead and experiment, but don’t feel pressured to act immediately. Your team’s time and focus are valuable.

Final Thoughts

Bluesky may be the newest platform everyone is talking about, but you do not need to jump in right away. If it aligns with your goals and you have the bandwidth, explore it. If not, your time and focus are better spent on the channels already driving impact.

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