Stop Building on Rented Land: Why Your Website and Email List Matter More Than Ever

For years, social media has been an essential communications tool for charities, social enterprises and purpose-led organisations.

It has helped us raise awareness, connect with communities, amplify important issues and tell stories that might otherwise have gone unheard.

And despite the criticism it often receives, social media continues to have an important role to play.

But the digital landscape is constantly changing, platforms come and go, algorithms shift and features disappear. What worked yesterday may not work tomorrow. Increasingly, organisations are finding themselves paying to reach audiences they once connected with organically.

At the same time, wider conversations about the role social media plays in our lives are becoming harder to ignore. Concerns around misinformation, extremism, online toxicity and the impact on mental wellbeing are prompting many people to rethink their relationship with these platforms, myself included.

Over the past year, I've noticed that I am having more and more conversations with communications professionals, consultants and people working across the voluntary sector who have chosen to step back from social media in their personal lives. Their reasons vary. Some are concerned about the impact on their wellbeing. Others are frustrated by increasing negativity or polarisation. Some simply feel overwhelmed by the pressure to be constantly present and accessible across multiple platforms.

What's interesting is that many of these people still recognise the value of social media professionally. They aren't anti-social media; they understand its ability to raise awareness, build communities and create opportunities for connection. These conversations have made me reflect on an important question: if our audiences are becoming more selective about where and how they spend their time online, are we investing enough in the channels that allow us to build deeper, more direct relationships with them?

The Risks of Relying Too Heavily on Social Media

Social media remains a valuable communications channel, but it comes with limitations. The reality is that we don't control these platforms and their priorities, algorithms and policies can change at any time.

Many organisations invested years building communities on X (formerly Twitter), only to find themselves questioning whether the platform still aligned with their values or communications goals in more recent times. Others are now navigating an ever-growing number of channels, each demanding time, attention and content.

No matter how much effort you put into building a following, you don't own that audience.

An algorithm decides who sees your content.

A platform decides the rules.

And a change you have no influence over can significantly affect your ability to connect with the people you want to reach.

For purpose-led organisations working with limited time and resources, that's a risk worth paying attention to.

The UK Government's recent announcement that it intends to ban social media access for under-16s from Spring 2027 is another reminder of just how quickly the digital landscape can change.

The proposal has been welcomed by many parents, campaigners and child safety advocates as an important step towards protecting young people's wellbeing online. At the same time, it has prompted debate about how effective such restrictions will be in practice, whether young people will migrate to less regulated digital spaces, and what the implications could be for organisations that rely on social media to engage younger audiences.

Whatever your view of the proposal, it serves as a reminder that decisions made by governments, regulators and technology companies can fundamentally reshape how people access and use digital platforms, often with little warning and beyond the control of individual organisations.

For charities, social enterprises and purpose-led organisations working with children and young people, this creates both a challenge and an opportunity. The challenge is ensuring that important information, support and opportunities remain accessible. The opportunity is to strengthen channels that are owned and controlled by the organisation itself, creating direct relationships that are less vulnerable to changes in platform rules, algorithms or regulation.

Your Website Is Your Digital Home

Unlike social media, your website belongs to you. It's the one place online where you have complete control over your message, your brand and your audience's experience. Your website shouldn't simply be somewhere people visit when they need information. It should be the foundation of your communications strategy. It's where people can learn about your mission, understand your impact, access resources, sign up for events, make donations or take action.

Most importantly, it's where your story lives on your terms.

There are no algorithms deciding how people engage with each page, no competing distractions sitting alongside your message and no platform priorities shaping how your audience experiences your work. Your website gives you the space to create context, depth and connection in ways that social media often can't.

That doesn't mean discoverability takes care of itself. Organisations still need to think strategically about how people find their website in the first place, from search engine optimisation to understanding the growing influence of artificial intelligence on search and information discovery. As digital behaviours continue to evolve, creating valuable, relevant content and ensuring it can be easily found remain essential. Owning your digital space gives you greater control, but it still requires investment to make sure the right people can discover it.

Your Email List Is One of Your Most Valuable Assets

If your website is your home, your email list is your community. Every person on your mailing list has actively chosen to hear from you. They've invited you into their inbox, how great is that!

Unlike social media, email allows you to communicate directly with people who have already demonstrated an interest in your work. You don't have to compete with an algorithm for visibility nor do you have to hope your content reaches the right people- they are already here and eagerly awaiting your latest update.

This is a great opportunity to build ongoing relationships with beneficiaries, supporters, funders, partners, volunteers and advocates who genuinely care about your mission. And while a large social media following may look impressive, a smaller group of engaged subscribers who consistently read, donate, volunteer, advocate and share your work is often far more valuable.

Impact doesn't come from being seen by everyone, it comes from building trust with the people who matter most to your work.

Social Media Still Has a Place

None of this is an argument for abandoning social media. Social media remains a powerful tool for discovery, awareness and engagement. It helps organisations reach new audiences, join important conversations and create opportunities for connection.

The challenge isn't social media itself but sits in the idea of it being the destination rather than a pathway. I think the role of social media is becoming less about keeping people on the platform and more about guiding them towards spaces where deeper relationships can develop.

A social media post can spark curiosity.

A website can provide context.

An email can nurture a relationship.

Used together, these channels become far more powerful than any one platform alone.

Building Communications That Can Withstand Change

As communicators, we've spent years encouraging organisations to meet people where they are.

That's still important.

But perhaps we should also be thinking about where we want our communities to gather. The recent debate around social media access for under-16s is just one example of how rapidly the digital environment can change. Whether those changes come from governments, regulators, platform owners or shifting audience behaviours, organisations have little control over them.

Platforms will continue to evolve, new channels will emerge, audiences will change their habits and the digital world will remain unpredictable. The organisations that thrive won't necessarily be those with the biggest following or the most viral content but those that invest in relationships, nurture communities and create spaces they control.

While we can't control the future of social media, we can build strong foundations and in an uncertain digital world, your website and your email list remain two of the most valuable communications assets your organisation can own.