“Social media is not an owned audience. If social media is a crucial part of a nonprofit’s digital strategy, they are at the mercy of social media companies’ decisions and algorithms [….] The aim of today’s nonprofit should therefore be to use its social channels to convert followers into an owned audience. By that, I principally mean email subscribers, although mobile apps, forums, and SMS are also options. Your digital strategy must be to push your social media audience to platforms you control— then capture them there.”

https://ssir.org/articles/entry/nonprofits_its_time_to_own_your_social_media_audience