6 digital challenges for NGOs and how to fix them
Non-profit organisations, you keep communities going. You’re the ones fighting to make the world a greener, healthier, more equitable place; you bring knowledge, passion and new ways of thinking despite budget constraints. I spoke to digital leaders who make content about stuff that matters at the Engaging Digital Comms meeting. Here is what they are up against and here are some tips for all content creators fighting to make a difference.
You know authentic content is engaging but you have a duty of care to those you serve
Human-centric content was one of our predicted trends for 2024 and is certainly gaining momentum. Whether it’s asking experts to explain their research or making colleagues perform a gag, getting people to front content was a collective struggle. Many NGOs and charities also navigate sensitive subject matters and complex environments, making elevating real voices even more of a challenge. The UN Refugee Agency, UNHCR, presented a framework for ethical communications and is leading a working group of prominent humanitarian charities to help digital teams ensure that vulnerable contributors can safely participate in content. Our editorial team is already finding the work extremely insightful.
2. Is TikTok worth the effort?
The jury is out on this one. Some non-profit digital leaders say TikTok isn’t for them due to an organisational shortage of people willing to narrate videos. Others just don’t think their audience is on the app. Despite these hesitations, many are still feeling the pressure to sign up to what is perceived as the ultimate channel for authenticity. The biggest barrier appeared to be finding the resources to keep yet another channel fed and happy - repurposing LinkedIn content just doesn’t really cut it.
Non-profits that have seen magical results, however, have a clear and dedicated strategy. This RSPB channel was a firm favourite, with ‘bird of the week’ now an avian institution. It also proves that you don’t always need a presenter-led format to succeed. RNIB strikes a different tone and publishes thoughtful, hard-hitting content that raises awareness of the lived experience of partially sighted and blind people. The best tip these organisations had: let the under-25s take the lead. TikTok natives should sign off on every idea.
3. Creating impact beyond social metrics
In a sector of purpose-driven individuals, it is understandable that you want to know that content is actually shaping society for the better. Impressions and engagement metrics don’t create signals that measure real behaviour change. This is still an area under development but one way to increase the likelihood of creating change, suggested by Jacki Evans, Social Media Lead at The Global Fund, is with extremely focused mini-ads. “We’re existing in a seriously competitive global landscape, there is a fight to get our issues seen,” she says. Boosting content to locations where policymakers or ambassadors operate ensures the people with the power to rewrite policy have your ideas and messages to take to work.
4. C-suite doesn’t always realise the value of digital comms
Many communication managers still feel that senior management doesn't fully comprehend how key the digital industry is in achieving organisational goals. As the field matures and ex-digital specialists enter director level, this is set to change but right now how to get 'buy-in’ is still a prominent concern. The advice: if you can’t get a seat at the table, use data instead.
Social media managers have a detailed picture of how people think and feel about the non-profit’s work. Every time you post or run a campaign, insights are generated and audience relationships are strengthened. Bringing senior leaders this information will help you cultivate a position of trust. Establishing robust procedures and guidelines, and making sure C-suite knows they are in place, will build on this further. And if that doesn’t work, find your sympathetic stakeholder who is willing to learn about the field and maybe get them involved in a video or two …
5. Is everyone else doing paid media?
The answer seemed to be: yes. Large organisations, such as Save the Children International, have the infrastructure to embark on global campaigns, tailoring content to regions and channels. But even the smallest charities and foundations seem to be dabbling in paid distribution. In a sector where money can be tight, even saving $100 of a budget to boost a video to a target audience was really recommended to engage more hearts and minds. The only way to know who to target and what works is to test and learn.
6. “Stop asking me about AI. I don’t have enough time”
As the quote suggests (credit to Numiko research for this), AI disruption is in the back of people’s minds and is threatening to come to the fore. Usage in content production remains patchy, but it has more helpful applications upstream to break down large bodies of text into content ideas. Digesting reports into social posts or writing the first draft of a social media strategy seemed to be some of the top use cases.
The Content Engine is making its mission to stay on top of these tools and how they can speed up workflow and make better content products, so NGOs don’t have to.
Non-profits, we know you are navigating a unique set of challenges. Staying true to your mission while embracing new tools and strategies, you can continue to drive meaningful change on and offline. Please don’t hesitate to reach out if you need any support, we are at your service.