Acknowledging reality
Let me give an example: an organization that advocates for people with an illness shows only images of cheerful people in wheelchairs. That feels off. That organization may acknowledge that the situation they live in is genuinely difficult. Ignoring their reality and glossing over their situation creates distance. Your target audience actually needs recognition of their difficult circumstances. This does not mean you should only raise problems, but you do need to name them before offering solutions.
“Communicating about something negative does not necessarily have to be negative communication.”
Empathy and frustration are a binding force. There are several effective methods for reaching your target audience through empathy, for example through empathy mapping, an exercise in which you, as it were, get inside the head and heart of your target audience. What do they run up against, what small daily hurdles do they have to overcome, what challenges remain underexposed, misunderstood? By truly seeing and understanding what frustrates (and motivates) them, you can address them more effectively.
Communicating with, not about your target audience
Talk with your target audience instead of about them. It is essential to understand what drives them and what their story is; otherwise, you build a story on assumptions or — worse — on prejudices. Also ask your supporters, members, and volunteers what motivates them to follow your organization and be involved.
Dare to question your own work as well. Many organizations know well what they do, but have less insight into what they do not do well. It is crucial to discuss this with the target audience. Identify blind spots and work together on improvement.
Positive communication in social and nonprofit organizations does not mean ignoring negative aspects, but rather realistically acknowledging the challenges and actively listening to the target audience. By talking with them, instead of about them, you can better understand and address needs and frustrations. This is the key to effective advocacy and creating real social change.
