How we helped Church Urban Fund make a strategic social shift and maximise impact
The backstory
Church Urban Fund approached us with an important question: Should we continue using X (Twitter), or is it time to join Bluesky? As a charity committed to justice and peace, they grew concerned that the platform’s evolving direction no longer aligned with their values.
They also faced growing pressure from leadership to join Bluesky, the emerging social channel for charities. As a small social team, CUF wanted to ensure they were making the best use of their time and resources.
Our role was to audit the effectiveness of their current channels, evaluate the impact of leaving X, and determine whether they had the capacity to launch and grow a presence on Bluesky.
How it went down
We began with a full audit of CUF’s social media channels, assessing audience engagement and content performance. Our research included:
Evaluating X’s role: While CUF had 9,000 followers, engagement was declining, and algorithm changes made it harder to reach their audience.
Assessing reputational risks: Misinformation, ethical concerns, and shifting user demographics raised questions about the platform’s longevity.
Comparing alternatives: We analysed Bluesky and Meta (Facebook & Instagram) to determine where CUF’s target audience was most active.
Cost-benefit analysis: We explored the resources required to grow a new audience on Bluesky versus strengthening CUF’s existing platforms.
After reviewing the findings, we provided Church Urban Fund with a clear action plan:
Prioritise existing platforms: Given their strong engagement on Facebook and Instagram, we recommended focusing efforts on growing and nurturing these channels rather than launching a new one immediately.
Strategic exit from X: If they decided to leave, we suggested:
A public statement explaining their values-based decision.
Updating their X profile to direct followers to their active platforms.
Tracking audience shifts across platforms to inform a well-timed decision.
Consider Bluesky in the future: While Bluesky’s user base was still small, it showed potential for CUF’s audience. We recommended securing a handle and keeping an eye on the platform’s growth.
The results
Internal alignment on the choice to hold off on joining Bluesky for now.
A clear understanding of where their audience is most active.
A strategic approach to leaving X while maximising engagement opportunities.
A roadmap for optimising their existing channels and preparing for potential future shifts.
Here's what they said
“Thank you for the very thorough docs. You’ve provided us with a wealth of info, direction, and solid advice for whether we transfer over to Bluesky [from X].”
- Laura Morton, Communications