Effective communication lies at the heart of any successful charity. It’s how you build trust, engage supporters, and showcase the impact of your work. Crafting a communications strategy might seem daunting, especially if you’re just starting out – but with a clear plan, you can amplify your message and achieve your goals.
1. Clarify your charity’s mission & objectives
Start by revisiting your charity’s mission statement. What are you trying to achieve, and is the written/published mission statement an accurate reflection of the work that you now do?
Identify key objectives for your communications: do you want to raise awareness, attract volunteers, drive donations, or influence policy? Be specific. Setting measurable goals (e.g., increase newsletter signups by 20% in six months) provides direction and benchmarks for success or checkpoints that are useful to keep you on track or give you the information you need to rethink the current path and potentially pivot to a new idea.
2. Understand your audiences
Who are you communicating with, and why? Audiences may include beneficiaries, donors, volunteers, staff, community partners, policymakers, and the general public. Segment your audiences and consider their different needs and preferences:
- What motivates them to support you?
- Where do they get their information?
- Which communication channels do they use (phone, social media, email, events, print)?
Gather insights through understanding what has worked before (and checking if it’s still working), surveys, interviews, and reviewing analytics from website or social platforms.
3. Define your key messages
Distil your charity’s story into clear, compelling messages. Think about what makes your cause unique and why your work matters.
Develop core statements that express your impact, values, and calls to action. Adapt these messages for different audiences and channels and make sure to use plain language and avoid jargon.
From this process, you can develop a core messaging architecture – a ‘one-pager’ that shows how your vision, mission, objectives, audiences, and specific audience segment messages all link together.
4. Choose your communication channels
Identify the most effective ways to reach each of your audiences. Consider a mix of:
- Social media platforms (Facebook, X, Instagram, LinkedIn)
- Website and blog
- Email newsletters
- Printed materials
- Events and speaking engagements
- Media outreach (press releases, interviews)
Select channels based on your resources and audience habits. You don’t need to be everywhere but focus on what works and what you have capacity for, and build from there.
5. Create a content & activity plan
Map out your existing and future content over the weeks and months to come. Include key campaigns, events, impact stories, and regular updates. Use a simple calendar to plan what you’ll share, when, and on which channels – making sure that the messaging aligns with what you want to communicate to each audience segment, whilst remembering that there can be significant overlap and you don’t want to confuse people who could see multiple competing messaging at the same time. Consistency builds recognition and engagement.
Tips for content planning:
- Mix news, impact and lived experience stories, fundraising appeals, and educational posts.
- Encourage sharing and cross-promotion by supporters.
- Refresh and repurpose content to maximise reach.
6. Measure and refine
Set up simple ways to track the effectiveness of your communications. Metrics might include website visits, social media engagement, email open rates, or attendee numbers at events.
Review your activities regularly; look for what works, adapt your messages, and try new approaches.
7. Involve your team & the wider stakeholders
Communication is everyone’s responsibility. Train staff and volunteers (including trustees) in key messages and social media guidelines. Encourage storytelling from across your charity as authentic voices are the best way to build trust and connection.
Start your charity communications strategy small & then grow
For the majority of charities, resources are limited. Don’t worry about getting everything perfect from day one. Start with the essentials: know your goals, audiences, and main channels. As you learn what resonates, grow your strategy and celebrate the stories and impact you create.
A thoughtful communications strategy gives your charity the power to reach further, inspire action, and fulfill your mission. Begin with clear objectives and honest storytelling, and let your impact speak for itself.
If you would like support with developing your charity’s communication strategy, Sailfin offers charity consultancy and support services including charity brand and communications agency support, fundraising consultancy and more.