This article explores the relationship between gesture and content on the social media platform Facebook. Analyzing the results of a digital content analysis of more than 1,600 posts from the Roatan Marine Park's Facebook page, this study reports the significant correlations found between various types of content, media, and engagement gestures. Findings suggest there is a relationship between content and gesture on Facebook, but what triggers stakeholders to "like" and "comment" on content is different from what triggers them to share content. The study concludes with six applications of these findings relevant to practitioners working with nonprofit organizations on Facebook.