Until a few years ago, for many charities communications were a far second behind fundraising in terms of priority. Now, whilst raising money is always essential, a communications strategy is central to what an organisation is and does. Communications covers everything your charity says, from the website, social media, emails and press releases, through to speaking to the press, attending events and how you share information internally. It can help spread your good news far and wide, and occasionally, yes, sometimes, diminish the impact of bad news.

Building your own Localgiving page is a great start, read about how to make the most of that here. But a successful communications strategy, well executed is essential and can directly increase engagement and as a result donation levels. Done well communications isn’t just talking about changes but why they happen and what they mean.

As a result, your individuals or teams who work with fundraising and those in communications need to work together, within an overarching strategy. Each must have an understanding and appreciation of the other’s work and skills within a clear setting of goals. With the sharing of understanding of ideas and resources, amazing things can happen. So let’s get started!

What’s the point? For any piece of communication, from the annual report to a single tweet – take a second to think what I want the ideal result of this to be – and focus your efforts on this. If you aren’t clear, reconsider your message. Whether it’s a donation, request for information, to increase web traffic to name just a few, keep the purpose your communication paramount. And make it easier for the reader to act upon the message – clear Calls To Actions (CTAs) are key.

Who are you talking to? In a general message you’ll likely be communicating with more than one audience, and even with multiple CTAs, for at least some of your audience, the message won’t mean much. So consider your different communities – donors, supporters, those who receive your support, local residents, former supports and donators, the wider public and more. Different messages will resonate with different audiences. So, the building of a database, that can be tagged and segmented into different groups is an important step in any plan. Being able to focus your messaging, you’ll be able to identify the right tone, content and CTAs for the right groups.

Timing is everything. Plan everything that you do in advance. This will improve your messaging, ensure that you don’t rush, are able to adopt a full editing and review process and check and share with colleagues. Mistakes can be costly but prepping everything in advance will cut down the chances of errors.

Money, money, money. Communications can also cost money. Design and printing of flyers, promotional items, clothing etc can be a part of your communications package. Social media can be enhanced by paying to promote posts and messages – though costs can sometimes be deceptive, so be sure to understand fully what you are investing in. The cost of communications can be part of bids for grants and other financial support – if so, ensure you have the full details, plus data fully accurate and able to be shared. Your stats around social engagement can help convince grant givers to send funding your way!

Social media is your friend. It’s a cheap, quick and if done well, effective way of spreading your message. Your organisation should have its own presence on the key social media platforms, and your volunteers, employees and partners should be encouraged to help amplify your message. Video is a powerful addition and most good smartphones and basic video editing software can help make some good quality content. Testimonials are also essential, both on video and in words and should be secured (and shared) regularly. And remember – keep point 1, ‘what’s the point’ , in mind, even for social media.

With communications a key part of your plans, it needs to be properly led. If your organisation has paid employee, one of those should take the role. If not, a volunteer should be made the champion – and be in charge or ensuring content is made and shared as well as building a wider buzz around what you are doing across the organisation. Make it easy for your volunteers (some of whom might not be tech-savvy) to share news and stories on social media.

Spread the good news. If you have something great to say, don’t be afraid to say. Celebrate your achievements and that of your partners and volunteers. Share best practices and techniques – this will further enhance your position and credibility. And stay positive – don’t ever criticise anyone else’s actions or behaviours, however merited you feel your view might be. As the old saying goes, if you can’t say anything nice, don’t say anything at all!

We love to hear about your fundraising so please send us your photos and fundraising stories to press@localgiving.org and tag our social media accounts on your posts, we might even write a feature about you and publish it on our website and in our newsletter! 

If you need help with your page, email help@localgiving.org or visit our Contact Us page.