Communications: Making people care
Rohingya refugees, Bangladesh, 2017. ©Matthew Smeal
Ever wondered what Communications actually is and how it fits into an NGO, not-for-profit or charity? This could get controversial but read on!
Communications, Marketing, Fundraising, Advocacy, Media, Public Relations…all have a specific role to play.
But every organisation is a little different in its size and purpose and therefore those roles can be sliced and diced in many ways, e.g. Media and PR or Marketing and Fundraising.
But one role that is almost always misunderstood is Communications. And specifically, its primary purpose of content.
The problem is that many see Comms as simply an adjunct of Marketing or Fundraising. Comms is seen as a group of (usually) introverted people who exist only to build ‘assets’ and play a support role to those on the frontline of fundraising.
But Comms has a much more strategic and deeper informative role to play; Comms hums along under the surface and while it doesn’t produce immediately noticeable results—which is why it is so often dismissed or misunderstood—its role is crucial to the success of any NGO.
“It is not Communications’ responsibility to make people give; it is Communications’ responsibility to make people care.”
And those quirky introverted folks, who keep to themselves, prefer to work from home or seek out the quiet, dark desk in the back corner of the office—if they absolutely have to come in at all—know it. They know that where Marketing is about selling, Communications is about informing.
Let me put it simply: it is not Communications’ responsibility to make people give; it is Communications’ responsibility to make people care.
Caring comes before giving. No-one will give to something they don’t understand. People want to be informed, they want to understand, they want to engage. Communications does that through content and through storytelling.
Run silent, run deep
Ever noticed how Comms people often have a background in journalism? They like the detail, they like the depth, they want to inform. The fast-fast pace of modern communicating isn’t really their bag – unless it’s an emergency context.
But by and large, Comms staff are the submarines of the organisation: they will run silent and run deep; they will disappear for a time, they will research, interview; you will forget they’re even there and then they’ll resurface with an abundance of stories to share.
“…when we understand the relationship between a given situation and what is happening on a deeper level in the societies and cultures where we work, is when we begin to become empathetic and effective.”
Any context that requires humanitarian intervention will be a complex one. Reducing that complexity down to a fundraising appeal is one thing but unpacking that complexity and presenting it clearly and concisely to the public, media, donors, stakeholders, specific audiences and internally, is crucial to any organisation.
Why? Because when we understand the relationship between a given situation and what is happening on a deeper level in the societies and cultures where we work, is when we begin to become empathetic and effective. It is when all the pieces of a very large jigsaw puzzle start to fit into place so we can see the big picture and how everything is connected.
Therefore, and here’s the controversial thing, Communications is infinitely more aligned with Programs than it is with Fundraising and Marketing.
Highway to the Danger Zone
The danger exists when Communications sits within a fundraising framework; when the emphasis for Comms is selling, not informing. When the focus becomes conversion and immediate/short-term income generation, the true purpose of Comms—making people care—is neglected or de-prioritised in favour of more direct fundraising activities.
“Nothing informs or engages people like a good story…”
The irony is that it will have the opposite effect on fundraising. But if done well, Communications will:
Inform audiences and deepen their knowledge and attachment to your cause and organisation
Support retention through consistent validation to donors that their money is being spent well to make a positive difference
Acquire new donors through shared content and advocacy by informed supporters
Increase brand awareness
Raise awareness about relevant issues e.g. your cause
Increase media interest in your organisation and purpose
But above all else, your organisation will be interesting. Nothing informs or engages people like a good story, what journos call a ‘good yarn’. You will be telling the true story of what you’re involved with. And if you do it well, people will respond to that, they will engage with you.
Think about it. A fundraising appeal and everything included in campaigning is incredibly interesting – to you. Seriously. Everyone else just wants to be informed, they want the story. If appeals and campaigns and asks for money are the only communications a donor ever sees from you, how engaged do you truly expect them to be? Why would they want to follow, like, share, find out more and deeply engage with your organisation?
I recently had a look on a very well-known NGO’s website. I counted thirteen ways to give – just on their homepage. Thirteen! When I scrolled down it wasn’t until I reached the fourth content block that I got to what they actually did. The purpose of that organisation was deeply buried, covered over by ask, after ask, after ask. And they’re far from alone.
“…let me put two words on your radar: acquisition and retention.”
Yes, fundraising is crucial, but what are we really showing our donors, potential donors, or those simply seeking information? Are we making them feel valued, or are we only interested in their money? Are we providing critical information about important humanitarian or environmental contexts, or just providing information on how someone can give singularly, monthly, or in their will? Are we making people aware of and engaged in a particular issue, or is the issue arbitrary, buried deep in our communications?
Now that you’re pondering that, let me put two words on your radar: acquisition and retention.
Good communications will capture someone’s interest; inform them about a significant issue happening in the world and show them why your cause is important.
If your Comms team is doing that, then they’re doing their job. They’re laying a solid foundation for you to build upon. They’re advocating for your cause. They’re educating people about the issue your organisation is involved in. And they’re paving the way for your Fundraising team. So, tell them to go home. Tell them to go write another story.
I feel connected, protected…
Running an NGO/NFP is a tricky business. There is a lot of competition for donor money and only so much of it to go around. It’s not a big pie to begin with and the slices can be little more than slithers. This creates an element of desperation – a belief that every effort must be placed on fundraising. Anything else is seen as a luxury, unnecessary, or a nice-to-have.
It may seem counter-intuitive, but we have to become comfortable with not asking for money. We need to be information sharers.
“…stories are how we make sense of the world.”
Donors want to know that their money is making a difference. They want to feel valued and connected to you and, crucially, to the people or cause you’re about. Others are simply seeking information. They’re coming to you for that information because you’re supposed to be a holder of that truth. They want to connect with you, and they want to trust you.
How does all that happen? Through stories.
Why? Because stories are how we make sense of the world. Stories make people care. And if you remember, that is the purpose of Communications.
Enter: Content Marketing
Until next time.
Matthew Smeal is a communications specialist working in the NGO sector. He uses words, photography and video to tell stories about the people behind the issues. Matthew has held Communications, Content and Media Management positions with Médecins Sans Frontières (MSF/Doctors Without Borders), UNICEF, The Fred Hollows Foundation and Opportunity International Australia among others. Much of that work has taken Matthew throughout the world to document humanitarian and development issues.