Understanding the attention economy, finding your niche in the ecosystem, building a strong brand, rethinking your digital media platform, and producing scroll-stopping content will set the stage for an audience. But if you do not create a strategy and system for the distribution of your content, your hard work will never fully connect with the people you want and need to reach.
The best approach differs from organization to organization. Social channels are highly effective if your cause intersects with timely cultural conversations or issues already circulating. Email still works effectively across the board, but especially for highly-targeted and niche audiences. Publishing regularly to your website will attract traffic through organic discovery via Google search and referral links.