Why charities shouldn’t expect the outside world to think like they do
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‘Treat others as you want to be treated’ is the modern-day translation of The Golden Rule, one of the oldest pieces of ethical wisdom in the world.
But the golden rule is actually a pretty bad piece of advice, especially when it comes to charities securing support. Humans are fundamentally different, and the underlying assumption that we all think the same way should be challenged.
This is especially true for the charity sector. Charities can become so focused on the needs and problems they are trying to solve, that they forget that the outside world might not be as naturally inclined to contribute financially, in kind, by volunteering time or with advocacy. Being so entrenched in good work means that charity workers can often forget that those outside of their sector are not living and breathing the same reality.
This is why it’s essential for charities to focus their energy on getting the world’s attention, educate people about their work, and convince them to be involved on their own terms. You can’t expect people to be immediately interested in helping you out, simply because you would in the same situation.
Guilt is never a solution. Never expect the average everyday person to be as passionate as you, or even for them to react positively to your advances. Why should they, when they aren’t seeing things first-hand?
Instead, make it easy for potential contributors by communicating in a way that they understand. This is easier said than done, but the most effective path is to make the issue relevant or personal to them. If they can imagine how an issue might affect their own lives, they’ll be a lot more likely to care.
Never assume that the audience will receive your words exactly how you would. Just because you understand the importance of your work, doesn’t mean they will. The same applies to overly technical language, acronyms and anything that assumes knowledge about the audience.
Focus on the communication mediums that your target market respects and will pay attention to. Is it, for example, an article in an online publication, instead of direct mail that is so often thrown into the bin?
Most importantly, don’t sit on your high horse and see your work as more important to theirs. Sure, it might be more meaningful, but it doesn’t make you better than them. Even if you are a charity that spends hours giving assistance to those in need, you can’t simply expect people to give without getting anything in return. Would you like it if the reverse was true? You might, for example, need to give a business recognition in order to secure funds from them. And they may be more likely to give or show support again if they have the gratification that comes from seeing how they have made a difference or are thanked in a memorable way.
Humans are unique and varied creatures, and the chances of someone thinking exactly the same way and being driven by the same things are actually very remote. So the next time you are faced with a potential supporter, try spelling out your message using their language and motivators – you’ll be surprised how effective it can be.
Phoebe Netto is the founder of Pure Public Relations, a PR firm for NFPs that focuses on outcomes, not output – it’s pure and simple. Pure Public Relations offers media relations, issues management and communication services, and has a reputation for securing excellent media coverage and an impressive track record for issues management.
