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SUMMARY

On this episode of Create for Change, I sit down with Kymon Warman, a dedicated content creator and activist. Kymon opens up about his journey of self-discovery, navigating his identity as a queer person of color while growing up in a predominantly white suburb of Kansas City, Missouri.

We explore his impactful presence on TikTok, where his authentic, educational content inspires others to embrace their own journeys of self-discovery. Kymon also reflects on the complexities of coming out, the evolution of his relationship with family (that he has documented online), and how the power of community has fueled his growth.

HIGHLIGHTS

• SOCIAL MEDIA AS A TOOL FOR SELF-EMPOWERMENT AND CHANGE: Kymon reflects on how social media, particularly TikTok, has helped him discover himself and connect with other young queer people.

• A MESSAGE TO ADVOCATES WANTING TO LEVERAGE CONTENT: Kymon shares his advice to creators, nonprofit organizations, and brands who are considering how to best leverage digital content to amplify the power of the defining issues of our time.

• LESSONS IN THE AGE OF CREATORS: Kymon shares valuable lessons for content creators and communications leaders about building intentional online communities and the responsibility that comes with advocacy.

CALL-TO-ACTION

Join the movement Kymon and I are building at Amplify Pledge which mobilizes individuals, organizations, and brands to advance social change through content. Later this year, we’ll have amazing videos from Kymon sent to those who take the Amplify Pledge!

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SUMMARY

On the first episode of the Create for Change series, I discuss the power of storytelling and social impact with Jamira Burley, an internationally recognized speaker, activist, and Strategy Director at Amplify Pledge.

Jamira shares her personal journey from youth activism to becoming a leading voice in social justice, youth engagement, and corporate social responsibility.

We discuss the critical role that young people and brands play in creating meaningful change and how Amplify Pledge aims to bridge the gap between communities and corporations.

HIGHLIGHTS

• EVERYONE HAS A ROLE TO PLAY: Individuals, corporations, and organizations must work together to create the world we deserve. That’s exactly what Amplify Pledge is building.

• STORYTELLING IS KEY: Authentic storytelling can humanize each other and find connections in a divided world. I fundamentally believe it’s at the intersection of data, policy, organizing, and storytelling where we see transformative change.

• APPLY PRESSURE TO BRANDS: Corporations have a responsibility to engage with social issues, educate themselves on community needs, and create pathways for change. As consumers and industry professionals alike, it’s instrumental to ensure brands are showing up for us.

CALL-TO-ACTION

Learn more about Amplify Pledge which mobilizes individuals, organizations, and brands to advance social change through content.

This series and newsletter features conversations with trailblazing guests and highlights the role of creativity in advocating for justice and mobilizing communities.

Tune in to join a movement reimagining the world, one story at a time.

Subscribe now

Following the events of 2020, the corporate world vowed to make significant strides in prioritizing diversity, equity, and inclusion (DEI) initiatives, leading to a surge in discussions around more equitable workplaces. Unfortunately, these conversations have shifted in recent months, with many state legislatures, colleges, and, yes, those corporate organizations now scaling back their newly formed DEI programs. Not surprisingly this has ushered in a new concerning trend – the interchangeability of “DEI” with “Black.”

We saw this most recently when Baltimore Mayor Brandon Scott came under fire following a tragic bridge incident last month, with one X (Twitter) user referring to him as “Baltimore’s DEI mayor” – a wildly inaccurate statement. While he and his comms team did a brilliant job of flipping it on its head in an interview he did with Joy Reid, I’m left wondering why it was necessary in the first place.  

Calling out individuals who use terms like DEI, woke, and critical race theory (CRT) as thinly veiled dog whistles for "Black" is crucial for so many reasons. By associating these terms with Blackness, people aren’t just perpetuating negative stereotypes, they're also diminishing the significance of social awareness and activism. Over time, this playbook tactic undermines the efforts of folks advocating for racial justice and, instead, contributes to a culture of intolerance and discrimination. By allowing this narrative to go unchecked, we risk normalizing racist language and ideologies. 

Language plays a powerful role in shaping perceptions and attitudes – it’s our bread and butter. But when these progressive terms are used to covertly express racist sentiments, as communicators, we have to confront them head-on. We can help promote a culture of accountability and allyship by addressing them in real-time and educating others about their harmful implications. Reclaiming the narrative around initiatives like DEI and CRT, and reframing them within their proper context, encourages more inclusive discussion that promotes understanding and celebrates diversity.

This conversation reminds me of the complications some people have with using the term “BIPOC” (Black, Indigenous, and people of color). While the catch-all isn’t inherently bad, we all know that in some contexts it can water down the actual meaning or take focus away from specific groups within the acronym. It may be our job to be concise in our writing, but I think this trend has made it clear how important it is to say “Black” when that’s what we mean and reserve acronyms for their intended purpose. 

The Takeaway

I love my people’s ability to turn any dark, painful subject into something to smile about but the reality is no laughing matter. As communicators, we have to nip this narrative in the bud by adopting a more nuanced approach to how we all speak about DEI and similiar solutions. 

Find opportunities to challenge this trend of substituting meaningful initiatives for underhand microaggressions. Let’s celebrate how these initiatives have changed our way of living for the better and continue to call out anyone who tries to minimize their value. Respectfully. 

As always, I want to thank you for reading and sharing Create for Change! The next issue drops on April 11, so help spread the word. 

In today's rapidly evolving media landscape, the traditional role of journalists as storytellers is undergoing a profound transformation. With media outlets facing closures and layoffs, there's been a noticeable shift towards digital storytellers, particularly influencers on platforms like Instagram, YouTube, and TikTok, stepping up to fill the gap. This transition marks not only a change in the way stories are told but also highlights the dynamic nature of storytelling in the digital age.

In recent years, we've witnessed a significant decline in traditional media outlets. Print newspapers and magazines struggle to stay afloat, and many once-thriving newsrooms have been forced to downsize or shut down entirely. This decline is often attributed to the rise of digital platforms, changes in consumer behavior, and economic challenges. As a result, there's been growing concern about the potential loss of quality journalism and the essential role it plays in society.

Amidst these challenges, digital storytellers have emerged as prominent voices in the media landscape. These individuals, often with sizable followings, have leveraged their platforms to share stories, opinions, and information in ways that resonate with their audiences. While influencers may not have the same rigorous training or journalistic standards as traditional reporters, their influence and reach cannot be ignored.

The Accessibility Factor

One of the key ways digital storytellers have filled the void left by traditional journalists is through their ability to connect with audiences on a personal level. Unlike traditional media outlets, which can seem distant or impersonal, influencers often cultivate a sense of authenticity and intimacy with their followers. As I often say: people want to connect with people. This closeness allows them to engage their audience in conversations about important issues, like social justice and politics. 

Moreover, digital storytellers have embraced innovative formats and technologies to deliver their messages effectively. Whether through captivating visuals, immersive storytelling techniques, or interactive content, these influencers are constantly pushing the boundaries of how stories are told in the digital age. This adaptability has enabled them to capture the attention of audiences who may have otherwise tuned out traditional media channels.

Consider Updating Your Media Lists 

The emergence of digital storytellers represents a democratization of journalism in the internet age. With social media lowering the barrier to entry, more individuals from diverse backgrounds now have the opportunity to share their stories and perspectives with the world. While influencers may not (and should not) replace traditional journalists entirely, they undoubtedly play a vital role in shaping the media landscape of the future – and should be treated as such. 

Like journalists, digital storytellers have the power to disseminate information, spark conversations, and drive action. 

By recognizing their impact and treating them with the same level of respect and professionalism as traditional journalists, comms and CSR professionals can leverage their platforms to more effectively reach their target audiences and actualize strategic communication objectives. What’s more, establishing relationships with digital storytellers and influencers can open up valuable opportunities for collaboration and amplification of messaging in an increasingly complex media landscape.

There’s Room for Everyone

As traditional outlets continue to shutter, digital storytellers have stepped in to fill the void, bringing with them fresh perspectives and innovative approaches to storytelling. While the rise of influencers presents its own set of challenges, their ability to connect with audiences and adapt to changing technologies reinforces their importance in today's media ecosystem. In order to keep pace, we have to recognize and make space for the valuable contributions of both traditional journalists and digital storytellers in shaping the narratives that define our world and the future we envision for it.

The Takeaway

As we round the corner into Q2, I want to challenge you all to find opportunities to incorporate influencers into your organization’s strategies or even consider producing your own content! Short-form video is steadily rising in popularity, becoming an incredible way to tap new audiences and more deeply engage with existing ones. 

Need a source of inspiration? Check out Qasim Rashid and Ernest Crim III, two phenomenal storytellers I lead strategic partnerships for who I’ve seen transform their social media pages into thriving communities. Because of folks like them, I look forward to a (very near) future where digital storytellers are able to transform those thriving communities into movements.

That’s a wrap – thank you for reading! The next issue drops April 4, so please share this newsletter with your fellow changemakers. 

Courtesy of Team DSB

Welcome back to Create for Change, a newsletter for creative storytellers like you. If someone forwarded this, feel free to subscribe here.

In today's rapidly evolving world, the future of leadership is taking on a new shape – one that is cogenerational in nature. Over the past five years, I've had the privilege of working extensively in cogenerational spaces, specifically focusing on supporting other young changemakers. For me, this experience has only reinforced the importance of collaboration across generations in driving meaningful social change.

Mythbusters: The Generational Divide 

Contrary to popular belief, generational conflict isn't always inevitable. Building relationships is paramount, and it begins by identifying shared values and interests. In my journey, I've found that storytelling serves as a powerful conduit for connecting disparate groups. Whether it's through digital platforms or more traditional mediums, storytelling has the remarkable ability to bridge the gap between age groups and mobilize movements for transformative change.

One prevalent media narrative that has been linked to Gen Z is our penchant for upending conventional norms. While there's some truth to our disruptive influence, in order to work effectively with others, it's essential to move beyond this simplistic portrayal of our generational dynamic. Cogenerational work isn't just about navigating conflicts – it's about fostering collaboration, empathy, and understanding across age lines. As someone who has often been the youngest in the room, I can attest that youth brings unique perspectives, but it doesn't define the entirety of our contributions.

Take Your Little Brother with You

Young or old, no one wants to be pushed aside because of their age. By cultivating shared understanding and honoring diverse lived experiences, we can harness the strength inherent in our age diversity. Every generation has valuable insights to offer, and when we come together with openness and respect, we can unlock the full potential of cogenerational leadership.

At the heart of effective intergenerational partnership lies intentional relationship building. It's about recognizing that each age group brings its own strengths, challenges, and aspirations to the table. Rather than viewing differences as barriers, we should celebrate them as opportunities for growth and innovation.

A United Front 

The path to meaningful societal change is paved with inclusivity, empathy, and mutual respect. By fostering cogenerational spaces where diverse voices are heard and valued, we can cultivate a more equitable and sustainable future for all. 

Together, we have the power to challenge the status quo, dismantle systemic barriers, and create a world where every individual's contributions are recognized and honored, regardless of age. Apart, we’re bound to repeat the mistakes of our ancestors. It’s my sincere hope that we’re able to work together across generations to build power – one rooted in collaboration, understanding, and shared purpose.

If you’re interested in learning more about this topic, check out the report I’m featured in: What Young Leaders Want – And Don’t Want – From Older Allies!

Thanks for coming back! The next issue drops March 28, so be sure to share this with your colleague.

If there’s a particular topic you’d like Create for Change to cover, feel free to respond directly to this email.

Welcome to Create for Change (formerly Create. Amplify. Mobilize).

This newsletter has been through many iterations so welcome back to those who have been here. After a hiatus, I’m excited to continue the dialogue with folks like you who are dedicated to using storytelling as a tool for transformative change.

In this issue, I want to discuss why it’s important for purpose-driven comms and social impact professionals to take a look back at their organization’s goals and mission statement. Let’s get into it.

How often do you go back to read your organization’s mission statement? What about the comms plan you developed to support said mission? Chances are, not as often as you should. 

See, the issue with charging ahead is that sometimes we can forget why we started. While we’re busy driving change, the mission can become increasingly blurry in the rearview mirror. If we never visit home, it can be easy to misremember where everything started – or worse, why everything started. 

So, I figured it would make sense to re-evaluate our why and discuss the importance of going back to the beginning.

Before putting pen to paper (or rather fingers to keyboard), I outlined the following goals for this newsletter: 

• To share what’s working for us and my clients, including how to identify and utilize strategic nuances.

• To spotlight great work from the folks we personally follow – including you – and why it engages audiences.

• To allow points of interaction, so we make sure to connect and align (and because we want to know more about your work)

• And most importantly – to me at least – to focus on tactical takeaways.

We've tried many different ways to engage folks like you, including building an online community and blog, but recognized that a newsletter could be the best path forward to meet these goals.

However, I’m also hyper-aware that in this current media landscape these markers may need to be moved for us to keep pace and provide resources that are actually helpful to storytellers – and that’s okay. 

Considering revisiting your own why? Here are a few reasons that may serve you well as we head into Q2:

Alignment and Focus

Your mission statement should serve as a compass that guides every communication decision you make. It defines your organization's purpose, values, and goals. By revisiting it regularly, you ensure that your messaging remains aligned with these fundamental principles. This alignment (and sometimes re-alignment) helps maintain consistency across all comms channels and helps ensure every piece of content serves a purpose in progressing that mission.

Relevance and Adaptability 

The media landscape is constantly and rapidly changing – what was relevant and impactful yesterday may not be tomorrow. As comms and CSR professionals, it's our job to ensure messaging is relevant, timely and resonates with your target audience. Going back to your why allows you to assess whether it still accurately reflects your organization's values and goals in the current context. It also gives you an opportunity to adapt and refine your messaging to address new challenges in real-time.

Internal Engagement and Buy-In

A mission statement is not just a set of words; it's a rallying cry that inspires and motivates your team. When team members understand and believe in the mission, they’re more engaged, productive, and aligned in their efforts. We play a crucial role in communicating this mission internally, fostering a sense of purpose and belonging among our colleagues/clients. By reinforcing your why, you reinforce its importance and encourage buy-in from all stakeholders.

Brand Reputation and Trust

In today's hyper-connected world, consumers expect more from the brands they engage with, especially Gen Z. They seek authenticity, transparency, and alignment with their values. Your organization's mission is a powerful tool for building trust and credibility with your audience. It communicates your commitment to your values and demonstrates your dedication to making a positive impact. By conducting an internal audit, you can evaluate whether your organization is performing against those goals, strengthening your reputation and deepening trust with your audience.

Before we enter into a new quarter, take the time to revisit your why to ensure your communication efforts are making a meaningful impact in pursuit of your organization's mission.

Thanks for reading!

The next issue drops on March 21 at 12 pm ET, so tell a friend to tell a friend.

Share the newsletter

If there’s a particular topic you’d like Create for Change to cover, feel free to respond directly to this email.

_{Made in collaboration with Team DSB’s Jordan (writing support)}

👋 WELCOME TO EDITION NO. 5!

In the last newsletter, we talked about the importance of building a cohesive comms plan. We know many of you had questions, so now, let’s outline & define exactly what this plan should entail. Here we go!👇

💡 ROBUST AND ENGAGING: DEVELOPING A DIGITAL COMMS STRATEGY TO SERVE YOUR ENTIRE ORG

Developing a strong communications strategy is imperative to push forward your organization’s impact. With a robust strategy, you can reach new audiences, lead cultural change, and grow your alliances.

But don’t let the importance of such a plan add undue anxiety or keep you from getting it done. In fact, once created, it should result in precisely the opposite: a sense of peace and clear direction.

TAILOR-MADE MAKES THE DIFFERENCE

Let’s be real: your team’s capacity will absolutely change the fit of your strategy. Too tight and you don’t allow your folks to be reactive when they need to address something current. Too loose and they don’t know where to go or why. So tailor your comms plan for your team, today.

This communications strategy should be detailed, for sure, but short enough that you’d be down to revisit it later as your year develops. As such, this plan is best built using a live, working doc – one that can be actively maintained to be the most effective.

I’ve been brought in to lead the communications strategies for dozens of organizations, and here’s where folks often get it wrong: they don’t connect their comms plan to any larger strategic plan. Or worse: the plans are done leaving key team members in the dark.

Ensure org-wide buy-in – identify moments where you can engage stakeholder & non-comms folks such as your ED, program team, and campaigns folks. Bonus: their perspectives might spark a whole vid series or angle you hadn’t yet uncovered!

START HERE

Here’s what has produced successful and positive results for our clients (and us!):

• Define your organization

  • What are the mission, vision, and values you hold?

    • These will become the core drivers of your comms objectives, so don’t skip this step.

  • What are the different types of programs and services offered by your org?

  • Who are the stakeholders?

• Know your audience

  • Who do you hope to reach through your platforms and associated content?

  • How do you want your organization’s voice to be heard?

    • What tone would best connect with your primary audience (ex: friendly, informative, positive, youthful, authoritative, casual, etc.)

  • What are the preferred platforms for your org?

    • Consider your team and where their skills lie – through what content formats are they best equipped to effectively and efficiently communicate?

• Create communications objectives

  • Take the mission, vision, and value statements and turn them into objectives.

    • What are the primary purposes of your org’s social media platforms and associated content?

    • What are the calls-to-actions (CTAs) you hope to achieve/target?

• Create goals & KPIs

  • Develop a list of goals and a way to keep track of those goals, either specific to each platform or – more high-level – aggregating across all platforms.

  • Make sure you do this on the reg. Automate as much as possible. Set reminders, too!

• Create content pillars

  • Identify 3-4 content pillars based on your mission, vision, and values (see, told you that step was important!).

    • Each pillar should be a short statement that is core to your org’s objectives

    • These pillars will guide the types of content you will create.

AND THEN, SIMPLIFY

After completing the outline above, sit down with your comms team and be honest with what’s pie-in-the-sky and what’s non-negotiable. Edit and simplify by making templates or scaffolding for certain categories of content. Take time to highlight big goals and yearly objectives. Assign tasks. Calendar important stuff.

Just make sure it fits.

A FEW FINAL CONSIDERATIONS

For your messaging to have power and purpose, the story you tell to your community – internally and externally – should follow patterns of predictability and standards of high-quality.

As I mapped out above, it takes some time to get to that place, but the work is worth it! However, you can’t depend on your teams to understand what you expect of them by osmosis. Check out this article for deeper details on building your strategy.

And get to planning. ✌️

⚡NEED A VISUAL? A STARTING POINT?

Something to email to your stakeholders to get everyone on board?

We'd love to deliver our template to you.

Request your Communications Strategy Template

Next month, we’ll share helpful questions to ask non-comms folks to gather feedback and thoughts – and how to ask them in a way that’s helpful for your strategy.

Cheers to a restful Labor Day Weekend.✌️

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👋 WELCOME TO EDITION NO. 4! THIS ISSUE IS MEANT TO LIGHT A FIRE

You may want to star this email in your inbox, bookmark the web link, and share with your purpose-driven colleagues & team members.

Share the newsletter

Because now is the perfect time for all of us to get our stuff in place.

Here’s how – and why – we suggest you approach building an impactful, engaging, stress-reducing, longer-term content strategy.

Let’s get right to it.👇

💡 YOUR GREATEST CHANCE FOR IMPACT STARTS TODAY

Think back to August of 2019, fifteen months before the 2020 election.

How quickly did those months pass?

How much do you wish you would have had a solid strategy in place to guide your messaging through the election cycle?

Did you leave opportunity on the table?

Our cultural missions are too critical at this moment for us to be complacent. Together, let’s agree to take advantage of the “late summer lull” to construct a communications blueprint that sparks momentum in 2023 to make 2024 our most impactful year yet.

Consider this calm-before-the-storm as your opportunity to dive into the storytelling and strategic communications you’ve been putting off. As an organization working to spark change, queue yourself up to create the stories that catalyze change.

Passive engagement = out. Active engagement = in.

Without a solid comms plan, many orgs end up relying on spreading their message haphazardly, which leads to passive audience engagement.

Because when your storytelling is inconsistent or aimless, that’s exactly what you build.

Passive engagement is generic and tells people what you do, but it doesn’t show them what you do. Because of this, folks keep scrolling. You don’t move the needle. It won’t call people to action.

And action is what we need.

So how do you shift your strategy to actively engage? That should all be part of your plan:

• Consistent messaging – shore up your org’s language, center those you serve, and use your words & graphics wisely

• Consistent posting – follow the forward-looking schedule you’ve crafted ahead of time

• One brand voice for the entire org, top to bottom – unless it’s a direct quote from a colleague or someone you serve

• Build trust – your community should look to you for guidance and then take action.

But the plan only works if EVERYONE in your org is on board.

Get your folks together – benefits of a cohesive comms plan

Visualize your content strategy as an all-encompassing, organization-wide structure with guidelines to be followed by the Executive Director, board members, fundraisers, marketing staff, and volunteers.

Get representatives of each of the arms of your org together to create and agree to these guidelines now. Make sure they’re clear and located somewhere that’s readily available. Then, take it a step further – appoint someone as a project manager to check in and make sure people stick to the plan.

Or bring on someone with an impartial point of view, looking from the outside in.

When your team comes together to codify a cohesive org-wide comms plan, your communication becomes seamless, regardless of whether the internal purpose of the message is for fundraising or marketing.

It’s just the call to action that’s different.

And your audiences will be hooked.

Once you have your structure in place, fill in any gaps in your content calendar

Yes, you can avoid the November surprise of Giving Tuesday or the gut-punch of the end-of-year giving push – instead, roll into the big campaigns with ease. There are more opportunities to engage than you might think.

Need year-round content inspiration? Wanna mix it up? Utilize the calendar at the button below to find dates that connect to your mission and the folks you serve and add them to your strategy.

Into Action Lab’s Cultural Calendar

Here are some examples for a quick start these next few weeks and months:

• Friday, August 28th - Anniversary of March on Washington & “I Have a Dream”

• September 15, 2023 - Democracy Day

• September 19, 2023 - National Voter Registration Day

• October 9, 2023 - Indigenous People's Day

If any of these resonate with your mission or the folks you serve, plan a post to share with your community. While you’re at it, take time to support other creators in your network who feel the same way. It’s a great way to bolster the momentum that will carry you through to 2024. ✌️

⚡IT’S OK IF YOU CAN’T GO AT IT ALONE - OPTIONS FOR BUSY PURPOSE-DRIVEN TEAMS

If creating a cohesive content strategy seems overwhelming
Or you find yourself with questions you can’t answer
Or you just don’t have the bandwidth
We can help.

Bring on creative support to act as your thought partners!

See the possibilities from Team DSB

Or contact us directly and let’s dig right in

The next issue hits on August 30. Think of what strategy could be in place by then! Let’s see what energy gets sparked. What genius you unleash.

See you then.✌️

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👋 WELCOME TO EDITION NO. 3! HERE’S WHAT’S BEEN ON MY MIND…

In this issue, I want to focus on the power of having a well-built Start Here page on your website. You’ll learn about the elements it should include and why it’s so worth taking the time to build.

Let’s dive right in! 👇

💡 THE POWER OF AN ENGAGING START HERE WEBPAGE

For all of my current projects, I’m focused on developing Start Here pages housed on our clients’ websites. These pages are a great jumping off point that sets the table and the expectations for visitors of:

• what the brand does

• how they think about its impact

• what that impact means for folks visiting the website

Your Start Here page shouldn’t necessarily replace other general overview pages on your website, but should instead be a value-packed add-on where you drive people to get an engaging TL;DR of what you do, for whom you do it, why you do it, how you do it, and why it matters.

You then move people from the Start Here page to the other pages on your website, so guests can dive deeper into your organization’s story and take action.

What are the elements of a super effective Start Here page?

Consider these for your page:

• A punchy organization description

• The people behind the scenes

• A brief description of your “cornerstone” issue

• How folks can take action

While you’re building out your Start Here page, keep in mind how the flow guides new visitors to AND through your website. Not all visitors will come through your main entrance (your homepage). They might click thru a link on a blog post, social media post, event page, or something else. In fact, if your marketing strategy is diversified, it’s possible — and likely — that they arrive through one of these side doors.

So make sure you guide them where you want them to go, regardless.

Leading all visitors to your Start Here page provides a clear, focused pathway for these users to understand your mission and how they can help - no matter how they arrived on your website.

But first, it’s gotta be good.

When a Start Here page is well-constructed, it provides plentiful benefits for your organization.

Let’s check these out.

Here are five (5) benefits of a strong Start Here page:

1. Storytelling Builds Emotional Connection

   Y’all knew storytelling would be my No. 1! This page can be the place you tell your organization's story in the most compelling way. By narrating your journey, accomplishments, and future plans, you will emotionally connect with visitors and encourage them to join your cause. This is especially true if you include a few testimonials from supporters on the page - show folks that people just like them have experienced success/sense of purpose in working with you!

2. Ease of Navigation

   A Start Here page should link to other key pages on your site and make navigation easier for your guests. It also improves the search engine optimization (SEO) power of your site, as indexes like Google and Bing reward sites that have thoroughly interlinked all of the pages on their website. This interlinking and clear navigation improves your visitor’s experience, which in turn may increase engagement and support for your cause.

3. Building Trust

   Clearly laying out your goals, actions, and impacts can build trust with visitors. A transparent Start Here page should convince potential supporters that your organization is worthwhile and effective, and eliminate any doubts surrounding your trustworthiness and positive reputation in the niche that you serve.

4. FAQs

   How many times has someone contacted you with Qs like “can I volunteer just once a month?” or “where exactly are you located?” Save your staff – and your web visitors – valuable time and energy and decrease the number of emails, chat messages, or phone calls you receive regarding what you do or how you can help. Address common questions or misconceptions about your organization or its cause in a Frequently Asked Questions (FAQ) section on your Start Here page.

5. Onboarding New Members

   If your organization relies on volunteers or has a membership structure, a Start Here page can serve as an effective onboarding tool. Use it to inform new members about what to expect, what they’ll do, and how they can contribute. When this is crystal clear on your website, less training and hand-holding is needed to get your volunteers up and running as soon as possible.

Once implemented, your Start Here page will work for you – like an extra Q&A person or mission evangelist – and free up time and energy for deeper tasks. Train your folks to point interested supporters to it. Use it in your social CTAs. Make a QR code sticker for it and slap it on the back of your pamphlets or business cards. Whatever way you share it, do it enough and often. ✌️

⚡HAVE YOU AUDITED YOUR COMMS STRATEGY LATELY?

When leading a nonprofit, it’s easy to lose sight of the forest for the trees. Especially when you’re in the middle of trying to keep the lights on and ensure the programming you’re developing best serves the people you have a mission to help.

This scenario often leads to the “good enough” content problem, because there are so many different things vying for your attention.

Four elements comprise the core of any well-executed nonprofit communications strategy audit. They are:

1. Mission Alignment

2. Visual Identity

3. Messaging & Storytelling / Content

4. Community Management

They flow linearly and are also intertwined to help you see where there are communications gaps, where you need to tighten messaging, and where there’s additional room to add power to your storytelling.

CLICK HERE TO SEE OUR SUGGESTIONS AND HOW WE AUDIT OUR COMMS STRATEGY EACH QUARTER

Thanks for reading! Next issue drops on August 15, just in time for your final Q4 planning push. Stay cool!✌️

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👋 WELCOME TO EDITION NO. 2! HERE’S WHAT WE’VE GOT ON TAP…

In this issue, we focus on people – YOUR people – and how they are what connects your purpose or cause to others. Let’s get right to it.

💡 TO ENGAGE, HUMANIZE YOUR ORGANIZATION

I don’t have to sell you the importance of digital content. Your plan for content, communications, and digital should be ingrained into every strategic planning piece within your organization – it can’t be an add-on after you organize.

But let’s be honest: often the very pieces of media we design to mobilize people don’t actively engage.

Why? It could be because:

1. There is no clear call to action. You could create a text-heavy informational masterpiece, but leave out the most critical piece to continue momentum: a way for the audience to jump in. What is your ask for these folks? What do you want them to do?

2. The content is not visually compelling. It could be hard to read. The text could be small. These are visual barriers for your audiences and can lead them to skim right over your plea for support.

3. The messaging doesn’t zoom in – or rather zoom out – to a conversation about your people and your communities.

So what types of content do engage?

Those that feature your people. Those that humanize your organization.

THE POWER OF COMMUNITY HIGHLIGHTS

The unfortunate reality is that more so than not, organizational social media pages feature more flyers and promotional materials than actual humans. To build that connection between your folks and draw new people closer to your organization, here’s a great place to start:

Create an active content series featuring highlights from your staff members and/or volunteers.

These can be 1-2 minute videos that allow folks inside your work to understand:

• Why do you do what you do?

• What does your day-to-day look like?

• What excites you about the future of the organization?

CROWDSOURCING TO CONNECT

When was the last time you directly asked your audience what they want to see? There’s a lot of low-hanging fruit ripe for picking. And the answers can be incredibly engaging, not to mention trust-building.

So don’t be afraid to ASK. It can be as simple as “What have you always wanted to know about Team DB?” or “What would you like to see from Team DB in the next year?”

Once you’ve gathered queries from your audience, answer or satisfy them in a visually-compelling way. A livestream. A series of shorts. A pic carousel.

Don’t overlook the likelihood of 1:1 communication in the comments section of a crowdsourced post. Solicit for feedback and turn on your notifications so you can respond quickly and keep the convo going.

EVERGREEN WAYS TO HUMANIZE YOUR AUDIENCE

Below, I’ve compiled a go-to list of ideas for you to start mixing into your digital content and communications. Some we’ve already mentioned, and some we haven’t. Some you may already be using. I’d suggest copying this list and adding it to your content strategy.

• Highlight videos (direct-to-camera)

• Vlogs from an event

• Quote graphics from an event

• Q&A with a staff person (video or article)

• Answer questions from your audience via Instagram Stories or Threads

• Create a quarterly update to key stakeholders and donors, allowing you to own the narrative in a newsletter or document. Key headers should include:

  • Asks/call-to-actions

  • Key stats from the months

  • Highlights

  • Lowlights

  • What do you expect to accomplish in the following quarter?

Highlighting your community can take many forms, so find what works best for your org. The bigger point is to harness the power of your people’s experiences in their own words to draw others close – or closer – to your organization. Let them see themselves reflected in the stories told. Then they will be moved, likely to take action.

⚡OPEN OFFICE HOURS NOW AVAILABLE

Sometimes we all need some perspective – especially when you’re wrapped up in ALL THE THINGS. I get it. I don’t know where I’d be without the advice of my mentors and the time spent talking with colleagues that have been there and done that.

So I wanted to take a moment to say that I am here for you.

Twice monthly, I’m opening up Office Hours exclusively for this community of CREATE. AMPLIFY. MOBILIZE folks.

If you’d like to talk 1-on-1 about your org’s strategy, get answers to more specific questions, or get help with a pressing problem, let’s do it. Just respond back to this email saying “YES!” and we’ll get you on the calendar invite.

Thanks for reading! We’re just getting warmed up. In the next issue on July 30, we’re going to deep dive into why you need an engaging START HERE webpage, and how to build one. ✌️

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👋 OUR WHY

This moment requires us to approach our digital storytelling differently.

And speak not as nonprofits or movements, but rather as folks who add to the cultural conversations that are already happening.

We should still focus on what’s working with tried-and-true communications – personal connection, timely messaging, simple calls-to-action – but then put our unique advocacy spins on it.

The idea of “if you build it, they will come” as a concept can be powerful, but it can also lack nuance. Because people are having conversations with or without us, and the transformative change we often speak of requires us to insert ourselves into the dialogue.

I’m all about ensuring what we curate here directly applies to your work – as soon as you read it. With that in mind, here’s what you can expect through this newsletter:

• We’ll share what’s working for us and for our clients, including how to identify and utilize strategic nuances.

• We’ll spotlight great work from the folks we personally follow – including you – and why it engages audiences.

• We’ll allow points of interaction, so we make sure to connect and align (and because we want to know more about your work)

• And most importantly – to me at least – we’ll focus on tactical takeaways.

If you know me, you also know that I think it’s important to center joy — so we’ll leave plenty of space to be unserious.

More soon!