Just when you've absolutely given up on Facebook posts sharing anything that makes a real difference in your day, a brilliant message comes along.

What makes a post resonate? Emily Sperling, U.S. president for the ShelterBox charity, demonstrated her social media gift recently. Look and learn.

ShelterBox is the global charity that provides life-saving equipment and supplies to families left homeless through natural disasters and armed conflict. In a previous role, Emily was an early adopter of social media and continues to do it right in her current executive post.

This message was on Emily's personal Facebook feed recently (used with permission):

"This week at work I was reminded of a few key things:

-Ask and you may just get what you need.
-When some people say "let me know how I can help" they mean it. Even when you remind them of the offer a year after it was made.
-Corporate partnerships and the people behind them can move mountains (or in this case 10,000 pounds of ShelterBox equipment).
-Nobody should ever underestimate Alan Monroe's tenacity when there are unsheltered families involved."

Why was this post worth reading, remembering and "Liking"?

• It was truly personal. Emily wrote from the heart and expressed her individual insights, without being corny.
• It went beyond ankle-deep. Pearls of wisdom never go out of style, and we can all recognize when someone is drilling down to what is basic and meaningful in life.
• It mentioned the brand in an intriguing way that reminded me why I support her organization.
• It made me feel special. I, like most supporters of Shelterbox U.S., actually know who Alan Monroe is. By crediting a co-worker, Emily reminded me of the value of her organization, which is bound up in the commitment of the people who deliver its services. She also made me feel good about being an "insider".

So, Emily, thanks for the reminder: Facebook has value when the post comes from a good heart delivering a clear message for a righteous cause.

Need help with your organization's message? Contact the Go-To PR Pros for a confidential conversation.