Telling your charity’s story – your best advocates are the people you work with
Posted by: Gemma Keogh | 05.05.15


There are now more than 160,000 registered charities in the UK all fighting to get their lobbying and fundraising campaigns heard above the rest.

If you are reading this and you work for one of those 160,000 charities then you know how hard that can be.

Getting in front of the right people in Westminster, obtaining media cut-through with report launches, convincing the public to part with their hard-earned cash, or to give up their precious time to volunteer is all just plain hard.

But not impossible.

What’s critical is that you identify what makes you different from the rest.

From a comms point of view that difference is the people you work with – the people whose lives you have helped changed and their stories.

Everyone has a story and just whilst reading this I bet you can think of a number of amazing people who have overcome a challenging situation with support from your charity.

This is exactly the kind of compelling material needed to communicate your message.

Whether in the form of a case study, video diary, or first person blogs, compelling real life accounts are one of your best advocacy tools.

These people are at the centre of what you do, and should be at the centre of any awareness raising or lobbying campaign.

Personal voices of the people that you work with add credibility to a cause and demonstrate first hand the impact the charity has had on a person’s life.

Real-life examples help the public understand and crucially empathise with the circumstances that you are trying to improve.

By putting faces to issues they become harder to ignore so when you’re trying to raise the profile of your charity turn to those closest to you, those you work with day in and day out.

Share their stories and their voices will be heard ahead of the other 160,000.