Human-Centric Approach for Charities- conscious communication, human-centric, communication, charities, values

Creating Communication That Connects: A Human-Centric Approach for Charities

For charities, communication isn’t just a tool – it’s the bridge that connects your mission to the people who care about it. It’s how you rally supporters, inspire action, and show the real difference your work makes in the world. But with countless causes competing for attention, how do you ensure your message not only resonates but also inspires lasting commitment?
The answer lies in values-driven, human-centric communication. This approach focuses on what truly matters to people: their values. Research by social psychologist Shalom Schwartz shows that values are guiding principles that influence attitudes, behaviours, and decisions. For charities, understanding these values – and embedding them into your communication strategies – can unlock deeper, more meaningful engagement with your supporters.

This isn’t about clever slogans or fleeting campaigns. It’s about aligning your messaging with the principles that guide your work and connecting with people on a deeper level. Let’s explore how this approach can transform the way your charity communicates, builds trust, and inspires change.

 

Why Values Matter in Communication

At the heart of every meaningful decision people make are their values. These principles shape how they perceive issues, relate to causes, and decide to take action. Broadly, values fall into two categories:

  • Intrinsic Values: These include compassion, social justice, sustainability, and community. Intrinsic values are inherently fulfilling and motivate people to act for the greater good.
  • Extrinsic Values: These focus on external rewards like recognition, wealth, or status. While extrinsic values can drive short-term engagement, they often feel transactional and fail to build lasting connections.

For example, imagine a campaign for a conservation initiative:

  • Intrinsic Approach: “Together, we can protect our planet for future generations to thrive.” This appeals to shared responsibility and hope.
  • Extrinsic Approach: “Donate now to earn recognition as a climate champion.” While this might prompt immediate action, it lacks emotional depth and risks feeling inauthentic.

By focusing on intrinsic values, your communication taps into people’s deeper motivations, inspiring loyalty and long-term engagement.

 

The Power of Framing in Communication

Framing is how you present your message. It’s not just about what you say but how you say it. Research in cognitive linguistics shows that how you frame information significantly influences how people perceive and respond to it.

For charities, framing is an opportunity to highlight the values and emotions you want to inspire. Here’s how to frame it effectively:

  1. Highlight Shared Humanity: Focus on what unites people. For example, “Together, we can ensure every child has a chance to thrive” is more engaging than “Millions of children are being left behind.”
  2. Use Positive Language: Emphasise progress and possibility rather than fear or guilt. Messages rooted in hope are more likely to inspire action.
  3. Be Inclusive: Avoid creating an “us vs. them” dynamic. Frame your cause as a collective effort that everyone can contribute to.

Examples of Framing in Action:

  • Effective Frame: “Your actions today can preserve our natural world for generations to come.”
    This message appeals to intrinsic values like responsibility, hope, and community. It focuses on the positive impact of collective efforts and inspires a sense of shared purpose.
  • Less Effective Frame: “Protect nature and receive a free tote bag.”
    This approach appeals to extrinsic values like rewards and recognition, which can feel transactional and dilute the emotional connection to the cause.
  • Effective Frame: “Your support helps families rebuild their lives and create brighter futures.”
    This message highlights intrinsic values like compassion and justice, focusing on the tangible outcomes of collective action and fostering empathy.
  • Less Effective Frame: “Without your support, countless families will continue to suffer.”

This message leans heavily on guilt and fear, which may prompt short-term action but can also overwhelm or alienate the audience. It frames the audience as solely responsible for solving the issue, which can feel burdensome and discouraging.

Why Human-Centric Communication Works

Human-centric communication puts people – your supporters, beneficiaries, and team – at the centre of your messaging. This approach makes your cause relatable, builds trust, and shows the real-world impact of your work.

Here’s why it’s so effective:

  • It Builds Trust: People want to support causes they believe in. Authentic, values-driven communication shows you’re walking the talk.
  • It Inspires Action: Emotional connection is a powerful motivator. When people feel personally connected to your work, they’re more likely to give, volunteer, or advocate.
  • It Encourages Collaboration: Highlighting shared goals fosters a sense of community and collective purpose.

Example:

A mental health charity could share the story of a young person who found hope through its support programs. By focusing on the individual’s resilience and the collective role of supporters, the charity creates a message that’s personal, inspiring, and impactful.

 

Turning Insight Into Action

Ready to bring values-driven, human-centric communication to life? Here are practical steps to get started:

1. Frame Your Messages Thoughtfully

  • Use language that’s solution-focused and inclusive. For example, “Together, we can create change” is far more empowering than “Without your help, change won’t happen.”
  • Avoid guilt-based messaging, which can feel manipulative and lead to disengagement.

2. Tell Stories That Inspire

  • Focus on individuals to make the narrative personal and relatable.
  • Highlight progress and transformation, not just problems.
  • Keep it authentic – overly polished stories can feel disingenuous.

Example:

A conservation charity could share the story of a local community restoring a forest with the charity’s help. This narrative highlights the collective effort and tangible results of the organisation’s work.

3. Engage Your Audience Where They Are

Charities communicate with diverse groups, from donors to volunteers to policymakers. Tailor your messaging to each audience while staying true to your values:

  • Donors: Highlight how their contributions make a tangible impact, such as funding meals or education programs.
  • Volunteers: Focus on the sense of purpose and connection they’ll gain by contributing their time.
  • Policymakers: Use data-driven stories that align your cause with broader societal goals.

4. Avoid Common Pitfalls

  • Mixing Values: Don’t combine intrinsic and extrinsic appeals, like “Help the planet and get a free gift.” It sends mixed messages and dilutes your impact.
  • Overreliance on Incentives: Transactional rewards might drive short-term engagement but undermine the intrinsic motivations that build lasting connections.

 

Final Thoughts

Communication isn’t just about spreading your message – it’s about building relationships, inspiring action, and creating a shared vision for a better future. By focusing on intrinsic values, framing messages thoughtfully, and connecting authentically through stories, your charity can engage supporters in ways that matter.

We believe in the power of values-driven communication to elevate charities and their missions. If you’re ready to craft campaigns that truly resonate, let’s collaborate to make it happen.

This article is inspired by Common Cause’s work on values-driven communication. Explore the Values & Frames Fundamentals Workshop or Values & Frames Masterclass offered through Common Cause to dive deeper into aligning values with strategy. Let’s put these principles into action to create meaningful change together.

 

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