While the social sector’s contributions to society have become increasingly visible in the news, reports of unethical spending and other negative issues continue to fuel skeptics. In a study conducted by the Chronicle of Philanthropy, more than one-third of Americans said they had little or no faith in charities.
Effective communications can mitigate these perceptions among the public, lending clarity to your mission statement while spreading stories of your organization’s impact far and wide. Here are a few communications strategies you can use to connect with supporters while building trust within your organization and beyond.
Clear Messages
From major announcements to daily social media posts, your written content must include carefully crafted messages that effectively resonate with those you are trying to reach.
In-depth research with people representing your key audiences can help reveal their tendencies and viewpoints on issues relevant to your work, facilitating the development of messaging that reflects these characteristics. Once you have taken the time to translate this research into messaging, make a conscious effort to weave it into all of your communications outreach.
Connecting Within Your Organization and Beyond
It’s tempting to focus on developing messages aimed toward those outside your organization – and with good reason, since getting your story out into the community helps to mobilize supporters. But don’t neglect communications directed at your board, staff, volunteers and others involved in your work – giving intra-organizational communications equal consideration will help your team stay focused and informed.
Additionally, consider when to share announcements with those in your organization so that they are briefed directly about major developments, rather than learning secondhand through media coverage.
Show the Impact
The majority of respondents to the Chronicle’s study stated that their giving was most influenced by proven results. Effectively communicating the impact of your programs instills confidence in supporters while affirming the dedication and efforts of your organization’s team.
Include measurable results – both qualitative or quantitative – in your communications outreach. This can include accounts from beneficiaries on the difference you’ve made in their lives, in addition to statistics illustrating how your programs are advancing your organization’s goals.
What are some ways you’ve used strategic communications to build connections and trust for your nonprofit?
