NGO: Three reasons to focus on your communication

Non-governmental organisations and other non-profits often have little resources to work with and tend to view communication as a low priority. Yet they have everything to gain investing time, energy, human resources and financial capital in a communications strategy.

Effective communication not only supports other parts of the organisation, it also contributes to its sustainability as well. Here are three reasons why, as an NGO, you should optimise your communication.

1. Awareness

Effective communication is the cornerstone of any education effort and awareness-raising campaign. When you deal with social issues or address vulnerable and/or marginalised people, it is all the more important to be both strategic and creative.

In 2020, we collaborated with Association Kinouété on a prevention campaign against coronavirus and HIV. Not only did we have to find a way to best address these two infections, we also had to choose a language and communication tools adapted to inmates, ex-inmates and juveniles in conflict with the law.

A proven communications campaign helps identify the key message, target audience and best ways to achieve objectives.

2. Advocacy

Advocacy aims to influence public opinion and decision-makers to change policies or laws. It is often a long-term process supported by multiple interventions, including meetings with key actors, press coverage and large-scale communications campaigns. Advocacy and strategic communication are therefore closely linked.

Last year, Collectif Arc-En-Ciel (CAEC) voiced its intention to advocate for the rights of LGBTQ+ people during the Equality March. To this end, we planned targeted press interventions, a social media campaign condemning discrimination against the community, and a video presenting the experiences of LGBTQ+ people.

3. Fundraising

For non-profits, fundraising is a constant struggle; it is needed to ensure the survival of the organisation. If it may seem counter-intuitive at first to spend money so you can raise some, investing in communications services or tools can be very profitable in the medium- to long-term. For example, the crowdfunding platform smallstepmatters.org has raised over Rs 14.5 million for its various projects between May 2016 and August 2021.

Since its inception, Small Step Matters has relied on a sustained communication, staying very active both on social media and in the press.

More extensively, nurturing your image and reputation can enhance your credibility with potential sponsors and donors, all the while strengthening the relationship with your existing donors.

Over the past few years, we have had the opportunity to collaborate with NGOs like Fondation Joseph Lagesse, PILS, Collectif Arc-en-Ciel, Green Impact, Action Familiale, Association Kinouété, Caritas and Small Step Matters. We have always put our expertise and our hearts into working with these associations 😉 If you are ready to #GoBeyond, wait no longer and contact us now!