In researching this topic, I found an interesting site (www.procon.org) that looks at non-violent video gaming, which relates to our non-profit, and other socially responsible topics in particular http://videogames.procon.org/.
Does it look like they follow a content calendar?
Overall, no. The content is republished from multiple sources and does not appear to follow a schedule or pattern; however, the site tracks and reports on a whole bunch of metrics.
How many people contribute to the social channels?
It is unclear exactly how many people contribute, by the site has a great page with metrics on followers, tweets, likes, mentions, and other information that is very interesting: Please refer to : http://www.procon.org/metrics.php
What is the message they are getting across?
There are many social issues being posted and tracked, but I believe the message that they are trying to get across is ways to spark critical discussion and debate by unbiased reporting on social and educational issues and to generate supporters who will in turn donate to the mission of the organization. http://www.procon.org/about-us.php
Who are they trying to reach?
It is not so much of “Who” they are trying to reach, but “what”….what they are trying to reach is the pocketbook of donors for sustaining the 501 (c) 3 charity. https://www.stayclassy.org/checkout/donation?eid=24854