The contributions of nonprofit organizations to development are largely underestimated and unappreciated. While it’s tempting to blame the public for their disposition, I believe NGO administrators should take responsibility. After all, one cannot appreciate what they do not know exists. Here are my thoughts on why I think NGOs are not effectively telling their stories and how they can improve on impact storytelling across platforms.
1. Limited engagement with the broader community: NGOs often focus solely on their target participants, neglecting the surrounding community where their projects are implemented. This creates a knowledge gap. For instance, my cousin, Emeka, benefited from a free skills acquisition program, becoming self-reliant, yet I remain unaware of the NGO’s overall contribution to societal development. I’m grateful for the positive impact on my family, but the NGO’s role remains obscure.
2. Synergy gap between M&E/MEAL and Communications teams: M&E managers are typically involved in program planning and implementation, whereas Communications teams are often overlooked until needed for press briefings, event coverage, or social media updates.
3. Inadequate communications budget: Budget allocations for communications are frequently an afterthought. When allocated, funds primarily cover event documentation through broadcast and print media rather than creative, sustainable storytelling showcasing the NGO’s impact.
4. Inconsistent branding: Many NGOs, particularly community and faith-based organizations, lack clear branding aligned with their mission. This inconsistency makes it challenging to distinguish them from others. Today, it’s climate change; tomorrow, agriculture and economic empowerment; the next day, HIV prevention. What does your brand represent, and how do you differentiate yourself?
How then can NGOs beginning to better tell their impact stories?
1. Develop a comprehensive communications strategy for your organization, programs, and projects. A clear brand voice enhances your distinctiveness, fostering public trust and engagement.
2. Allocate sufficient budget for communications. A robust strategy requires resources to execute effectively. The strength of your communications infrastructure determines the reach of your story.
3. Utilize social media platforms to share your impact with the broader public, a vital stakeholder group. Be intentional about accountability to all stakeholders, not just direct program participants.
4. Foster collaboration between M&E/MEAL and communications teams to effectively share program impact. Embed communications representatives in field visits to gather authentic experiences, enriching your storytelling.
5. Balance quantitative and qualitative data. Humanizing your impact through storytelling fosters emotional connections with your audience. Winning hearts precedes securing financial or material support.
6. Communications managers should hone creative storytelling skills to spark positive conversations around programs and projects.
Join the Conversation
Are you a nonprofit communications manager? Share your thoughts and experiences navigating these challenges.
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