This blog post is a part of a series—an experiment of sorts. You see, I’m reading a book about forming better habits, and I invited the entire agency to participate.

Creatures of Habit: A Black Sheep Experiment (Part III)

This blog post is a part of a series—an experiment of sorts. You see, I’m reading a book about forming better habits, and I invited the entire agency to participate. I also invited YOU to play along—and it’s not too late. It’s never too late. This is the third post of the series. Read the first two here and here.

Condensed

How A Coloring Book Sparked My Creativity

If I’ve heard one name over and over this past year, it’s Chance the Rapper.

It seems like just yesterday the flock was wheels up and on our way to the White House.

One Year Down. #BetterMakeRoom For More.

It seems like just yesterday the flock was wheels up and on our way to the White House. We, an 11-person, Houston-based creative agency, joined Team USA to ignite change in the future of education in America, working side by side with Michelle Obama. It is just as surreal today as it was a year ago.

Creatures of HABIT: A Black Sheep Experiment (Part II)

This blog post is a part of aseries—an experiment of sorts. You see, I’m reading a book about forming better habits, and I invited the entire agency to participate. I also invited YOU to play along—and it’s not too late. It’s never too late.This is the second post of the series. Read the first one here.

Must Be Present

To Meditate: verb. Think deeply or focus one’s mind for a period of time, in silence or with an aid, for religious or spiritual purposes or as a method of relaxation.

Never Backward, Always Forward: A Case Against Complacency

Spoilers ahead for Luke Cage: In a traditional creating-a-superhero story, Luke Cage’s evolution into Harlem’s protector is both predictable and needed—a man, with a brutal past and horrific testimony, sees his loved ones tragically taken from him.

Spoilers ahead for Luke Cage:In a traditional creating-a-superhero story, Luke Cage’s evolution into Harlem’s protector is both predictable and needed—a man, with a brutal past and horrific testimony, sees his loved ones tragically taken from him. Most notably was Pop, a father-figure and mentor to Power Man (and every other young man that walked into his barber shop), whose motto resonated every time he spoke to Luke: “Never backward, always forward. Always.”

After last night’s Presidential debate, I went to bed feeling like I was out of options.

100 Reasons To Vote

After last night’s Presidential debate, I went to bed feeling like I was out of options. Whether you lean left or right, the 2016 campaign approach from both candidates has, sadly, divided our nation into two Americas. Which, frankly, seems to be the root of several major issues that will significantly impact how we live our lives today and how future generations will live in tomorrow’s America.

Y’all, Houston has placed NUMBER ONE in charity rankingsin the nation.

#52Causes: Houston’s On The Come Up

Y’all, Houston has placed NUMBER ONE incharity rankingsin the nation. With a city that’s relentless when it comes to getting shit done, Houston has firmly made a name for itself throughout the nation when it comes to charitable work.

Starring David Berman and writers…everywhere.

We spend a lot of time thinking about words and reviewing words making sure we aren’t killing the meaning or point we are crafting.

We spend a lot of time thinking about words and reviewing words making sure we aren’t killing the meaning or point we are crafting. We debate punctuation and whether it’s “non-profit” or “nonprofit”. BTW, it’s nonprofit.

Register to Vote Faster Than Leslie Knope

Voting is insanely important and yes—every vote definitely counts.

Voting is insanely important and yes—every vote definitely counts. But before you vote, you have to be registered. Today isNational Voter Registration Day and we are #blessed to be living in a world where we are always connected and where getting things done is easier than ever.

Creatures of HABIT: A Black Sheep Experiment (Part I)

“We’re not perfect—but we’re constantly perfecting.”  This is something you’ll hear us say around the Black Sheep office time and again, week after week.

“We’re not perfect—but we’re constantly perfecting.”  This is something you’ll hear us say around the Black Sheep office time and again, week after week. It’s a mantra of sorts—and at times it can even feel like a bit of a commitment we’re renewing. It’s a nod to the fact that we can always be better…that we can acknowledge the space for improvement, push ourselves harder and find ways to work smarter for ourselves, for each other and for our clients.

To be incredibly too predictable, I, the recovering community outreach officer turned brand manager, can’t help but bring us back to the importance of community—of creating a space to bring people together, in real life, for one-on-one conversations.

The Importance of IRL

“WOKE UP AND FELT THE VIBE.” —Kanye West

Black Sheep Quarterly Jams List

I hate to talk about this because I feel like it’s all I can talk about these days, but my husband and I are expecting our first child in October.

The Art of Appreciation

I hate to talk about this because I feel like it’s all I can talk about these days, but my husband and I are expecting our first child in October. As we’ve geared up to take on a new stage in our lives, we’ve been surrounded by enormous support and help. Help that might not always get the proper “thank you” it deserves. 

Learn To Ad: Madison Avenue Strategies To Strengthen School Communication

If you’ve ever had your eyeballs attacked or your fingers befuddled by a poorly designed app or website, you’ve probably had a moment of Poor Design Experience, or PDE.*

If you’ve ever had your eyeballs attacked or your fingers befuddled by a poorly designed app or website, you’ve probably had a moment of Poor Design Experience, or PDE.* As painful as these experiences are, you probably feel as though they’re not really hurting you—and you’re probably right. But, in the case of communications between schools and students, PDEs can make a lot of difference when it comes to important things, like understanding the college application process or becoming informed of educational options at different high schools. Black Sheep’s art director Jo Skillman has teamed up with University of Virginia educator and researcher Ben Castlemanto write about the importance of solid communications for educational organizations in an article published by the Brookings Institution. In true Black Sheep style, we’ve managed to pun the title.

GIF US YOUR BEST SHOT: A Challenge To Be The Next Black Sheep

So, you think you want to be a Black Sheep? Well, we can’t say that we blame you.

So, you think you want to be a Black Sheep? Well, we can’t say that we blame you. This is a pretty great place to work. We work hard, we play hard and we’ve built a culture that’s like no other you’ll find.

According to a 2016 report by Nonprofit HR, nonprofits of all sizes are expected to GROW—in people, purpose and impact this year, to help combat the rising demand in Houston for their services.

#52Causes: Thrive At Week 35

According to a 2016 report by Nonprofit HR, nonprofits of all sizes are expected to GROW—in people, purpose and impact this year, to help combat the rising demand in Houston for their services. Over half of nonprofits nationwide plan on creating new positions to help support the thousands of driven employees already working to make Houston a better place by dedicating their time and careers to the communities and people in this city.

Built on mud and created from gumption, heart and a can-do spirit, Houston was born 180 years ago TODAY.

Happy Birthday to HOU: H-Town Turns 180!

Built on mud and created from gumption, heart and a can-do spirit, Houston was born 180 years ago TODAY. (Not that it looks a day over 179…) Think about that: one hundred and eighty years. It seems like such a long, long time, but actually it’s a pretty short interval when you think about what we’ve accomplished as a city. 

Reality television, sports and anything that can be classified as “pop-culture” is lost on me. I don’t know what a Drake is and I haven’t seen a movie in a theatre in almost a year.

Do You Even Know Who You Are?

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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