We often believe we have a complete understanding of communication.
Indeed, communication is a part of daily life for all of us, isn’t it?
Whether it’s sending a WhatsApp message, engaging on social media, crafting presentations, or writing content for our websites, we tend to view these tasks as merely secondary.
Being seen as secondary implies that when other priorities arise, communication tasks are either postponed or rushed through without much thought.
While this approach may sometimes create favourable outcomes by chance, it’s crucial to approach communication strategically.
What does it mean to be strategic in communication?
It entails aligning your communication efforts directly with your core strategy, your goals, and your Theory of Change.
For businesses, communication is often equated with marketing — a means to boost sales. For non-profit organizations, effective communication has broader implications. It plays a critical role in achieving a range of goals: 1) from attracting more donors and increasing fundraising; 2) raising awareness of the organization’s mission and campaigns to 3) recruiting volunteers, all contributing to a greater social or environmental impact.
Successful communication can significantly enhance an organization’s impact.
Thus, effective communication is much more than just creating appealing templates; it can be integrally connected to the organization’s heart and mission.
Consider the work of The Sentinel Project, a not-for-profit based in Canada that proactively seeks to prevent mass atrocities, including genocide. They implement early warning systems and cooperate with those at risk to launch non-violent preventative measures.
Focused on monitoring digital platforms such as Twitter, they watch for signs of hateful content in various languages and share their findings with numerous organizations.
Another organization, The Waterkeeper Alliance, is dedicated to the protection of the world’s water bodies. They prioritize challenging and legally pursuing those responsible for polluting waterways. By connecting local Waterkeeper groups worldwide, the organization can raise its impact.
Both organizations harness communication as a fundamental tool, achieving outcomes through their initiatives.
This goes beyond tactical communication activities, such as distributing promotional leaflets for fundraisers, or operational efforts like using social media for raising awareness.
Instead, it’s about adopting a strategic approach where communication is central to the mission. When executed correctly, there’s a chance of the positive growth of the organization’s impact.
Recognizing the value of strategic communication does not imply that all organizations must adopt this approach, but it highlights the power of a well-planned and maintained effort within this area.
In essence, it’s about understanding the possibilities that communication offers, transforming even the smallest tactical and/or operational activity into an opportunity to significantly enhance an organization’s overall impact.