For the Love of Third Ward: An Interview with Marc Furi

Hear from artist Marc Furi on how branding and art have helped bring attention to Houston's Third Ward.

How Marc Furi turned his love of art and his city into a local movement

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BLACK HISTORY MONTH: WHERE OUR PAST, PRESENT & FUTURE COLLIDE

American history is Black history. This February, we're celebrating how our nation's past—and future—is tied to the Black experience.

Welcome to the first day of February and the first day of Black History Month in 2021. 

Last week (read: for the last two months), all eyes were on Georgia as they decided who controlled the senate for the first two years of President Elect Joe Biden’s administration. Georgia has been a red state since 1992, so its sudden flip to blue came as a shock to many. 

An Ode to Grassroots Organizers

The key to a free and fair democratic system is making sure that everyone can vote.

Giving Tuesday has raised a lot of eyebrows at Black Sheep over the years. But nonprofits are in dire straits across the country—and it's time to think through how we can give back when we're tapped out from 2020.

#GivingTuesday2020

We were over it. Now it's all we can think about.

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A government official outreach guide for student activsts

How do I contact elected officials?

A student activist’s guide to making connections that create social change.

If you are feeling overwhelmed right now, you are not alone. Let this year's World Mental Health Day be both a celebration of those invisible milestones and a reminder that help is out there and there is no shame in seeking it out.

Have You Considered Therapy?

There’s a meme circulating that says something along the lines of: When I tell you to go to therapy, I don’t mean that I think you’re crazy. I mean that I think you deserve someone to listen to you, without judgment, and help you process your feelings.

Ruth Bader Ginsburg paved the way for women across the country to become architects of their own success—and encouraged us all to never give up on a good fight.

Here's to a Heroic Fight

Ruth Bader Ginsburg was a hero of ours at Black Sheep, for obvious reasons. Without her work, quite frankly, who knows if Black Sheep would exist. 

Community activists of all types have used the symbol of the raised fist in many ways, but what does it mean

A Brief History of the Raised Fist

The clenched, raised fist. You’ve seen it before—on television and in movies, on posters, in textbooks, maybe even in-person at a rally. As a gesture itself, it holds no meaning. But, throughout history, a variety of communities have used it as a symbol of resistance and unity: a simple yet demonstrative act of rebellion against institutional oppression.

Stay informed. Don't be silent. Take action. #BlackLivesMatter

Let's talk—seriously.

Gun Violence Awareness Day: We (Still) Need to Talk OR You Need To Read This

Just as we’ve seen with COVID-19 death rates and instances of police brutality, gun violence disproportionately impacts the black community.

Why Gun Violence Awareness Day Matters In the Profound Year That Is 2020

This is the time of COVID-19 and increasing racial tension—and the connection between guns and public health is more tightly bound than ever.

Black and Tired.

If There’s A Will, There’s A Chance

How deeply entrenched social norms can mean silence for women.

Adjusting for the Unjust

Improving voter access with community engagement and the Harris County Clerk's Office

Vote Your Way campaign

Harris County wants you to Vote Your Way and so do we.

Being black and loving your natural hair.

Our Crown and Glory

A Digital Treatise on #NeverEverEverEndingGivingTuesday

This technology affects humans, what to know in 2020

Tech updates like “Meat Made Out of Air”, “DNA Warrants” and Other Things

Meat Made Out of Air, DNA Warrants and Other Things 

Why are we changing maps?  (from The West Wing)

Last weekend, under a threat from ICE officials of upcoming raids, I gathered with hundreds of other activists to protest the following: immigration detention facilities, separation of families at the border, treatment of asylum seekers at the border, unsafe and inhumane conditions at the facilities at the border and the aforementioned ICE raids.

The World Wasn’t Made with Borders.

40,000 People Need Us To Think Differently About Gun Violence

Gun violence. “We need to turn this over to science and take it away from politics.”

B-Corp Declaration of Interdependence As Told by a Few Rebellious Black Sheep

90,000. A number we’re a bit obsessed with that represents how many hours, on average, people spend at work in their lifetime.

For years, the advice to every nonprofit was some version of "be more like a brand." Post more. Sound more polished. Chase the same tricks beverage and mattress companies use to win attention. But that advice is going out of date fast. 

Here's the good news buried in the shift: being human, being rooted in a real community, telling the truth about the work you do - these used to just be things nonprofits talked about. Now they're becoming part of how the algorithm decides who gets seen.

Let’s be real, the social media feed you're posting into isn't the feed you learned on. There are three changes to pay attention to here:

You are no longer broadcasting to your followers. You're being matched to people by interest, whether they follow you or not. According to Meta, only 17% of time on Facebook and 7% on Instagram goes to content from friends and family. The rest is strangers' content, served by an algorithm reading for interest, not relationship. This means that follower count matters less than it used to; what your organization is actually about matters way more.

For a decade, the game was capturing eyeballs at any cost, but that game is almost out of runway. This new reality rewards the meaning people seek out, instead of the noise people scroll past. A nonprofit was never going to out-shout a beverage brand for attention, and it doesn't have to start now.

Bots now account for more than half of all web traffic, the first time automated activity has outpaced human activity online. Add the flood of low-effort AI content built to trigger a reaction, and feeds get louder, faker, and angrier by the month. Outrage travels, so platforms keep rewarding it, regardless of whether it's true.

Platforms are starting to notice the same AI slop we are, and they're building against it. As feeds fill with machine-made content, audiences and the platforms chasing those audiences are turning toward visible effort, texture and even imperfection. 

Authenticity is starting to get measured less as a brand value and more as "proof of process": can people actually see the work behind the thing? Instagram has begun actively suppressing reposted and aggregated content for exactly this reason. Original, human, made-for-the-platform work is now structurally advantaged, not just ethically preferable.

The appetite for this is showing up in surprising places too. Myspace's owners are reportedly plotting a relaunch, betting that algorithm fatigue is real enough that people will pay attention to a platform explicitly selling itself as an escape from optimized feeds.

Brands without a real story are feeling the squeeze from the other direction. Even insurance companies and mattress brands, categories built on being interchangeable, are now scrambling to act like media companies just to stay visible, hiring writers and building personalities where there used to be none. But your nonprofit isn't scrambling for any of that. The real stories, real people and real process you already have aren't a compliance requirement anymore. They're the raw material every faceless brand is spending real money trying to fake.

You're the expert. Make sure AI knows it.

The same shift is happening in search. More than half of Google queries now return an AI-generated answer before a person ever clicks a website. Being the credible, well-documented source those answers get built from is starting to matter as much as being the thing someone finds by scrolling. Same principle, different doorway: substance and legitimacy are becoming the input, not just the output.

No one knows your mission, your people, and your work better than you do. When someone asks an AI assistant how to get involved in your cause, that answer should be built from what you've actually published, not a stranger's guess or a five-year-old blog post. Making sure your own documentation is the source AI pulls from isn't just a search tactic. It's how you keep your story accurate and keep your work moving forward, instead of watching it get flattened into someone else's summary.

What this actually means for your nonprofit online

Here's the part that should feel like relief: none of this asks you to get louder, weirder or more "on brand." It asks you to do less pretending and more proving. Show the work. Show the people. Let the algorithm find you doing the thing you're actually good at, instead of trying to out-shout accounts that were never your competition to begin with or hoping to be stumbled upon via hashtag soup.

The real question is whether what you post could hold up to a stranger asking, "how do I know this is real?" That's a content question, a design question and a strategy question all at once, and it's the kind of work that's easy to know you need and hard to carve out time for.

That's the work we do at Black Sheep Agency. We help mission-driven organizations turn what's already true about them- the real stories, the real people, the real process- into content and strategy built for a moment when that's exactly what gets rewarded.

Why Nonprofits Might Finally Win the Algorithm

The algorithm now rewards real stories and community over polish and AI content. See why nonprofits are positioned to win the shift and what to do next.

The algorithm stopped rewarding polish and started rewarding (human) proof

The algorithm now rewards real stories and community over polish and AI content. See why nonprofits are positioned to win the shift, and what to do next.

The Black Sheep blog is turning up the volume on community engagement, social media strategy, Houston happenings and what it means to lead a purpose-driven life.

The Black Sheep Agency | Social impact and nonprofit blog

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We're not shy.