Strength-based communication is communication that emphasizes the strengths, opportunities and power of an individual, group or community. It represents people positively, in a way that feels true and authentic to them. Many nonprofit organizations are adopting this communication style over need or stereotype-based communication, recognizing the individual strength and agency we all have to overcome our own challenges.
While adopting a strength-based approach to communication is important for representing people and communities in ways that are true and authentic, it is common for nonprofits to question whether this type of communication is always the most effective. In particular, some nonprofit leaders worry it could impact fundraising results or dilute their messaging around the need for their programs and services. Concerns are often expressed about the wordiness of strength-based messaging as well. Addressing these common questions and concerns is important for organizations that want to build a strength-based communication culture within their nonprofit.
In our 10 years practicing strength-based communication, we have not seen negative effects on fundraising, and in fact, many of our clients that have adopted strength-based communication have experienced positive fundraising gains. Not to mention, we’re seeing many large organizations adopt this approach, like Girl Scouts, Charity:water, 4H and WorldVision, indicating that it works. That being said, it’s really important to practice taking a strength-based approach while also making your communication compelling and concise.
While objections to strength-based messaging can be overcome, it requires a strategic approach and a focus on creating awareness and demonstrating the benefits of strength-based communication in order for this practice to become second nature at your organization. In this blog post, we will explore key strategies and actions that nonprofits can take to create a culture where strength-based communication becomes the norm, empowering individuals, promoting collaboration and fueling positive change.
Start with education
As with any change your nonprofit is going to make, it’s important to start with educating people about what the change is, why it’s important and why it’s happening now. This means providing an overview of what strength-based communication is in contrast to need-based or stereotype-based communication; sharing common practices of strength-based communication (person-first language, celebrating individual agency, etc.); showcasing strength-based communication examples; and illustrating the reasons behind why you’re making the shift now. This can include things like:
- Alignment with positive human development
- Alignment with mission
- Commitment to equity-based communication
- Preferences of those you serve
Discuss strength-based communication concerns
Inherently, change is uncomfortable, and it’s important to address concerns you know will arise as a result of your organization’s shift to strength-based communication. Take the time to listen to the concerns and perspectives of department leaders, board members and funders who may have hesitations about strength-based communication. Then, work to address those concerns collaboratively, in the appropriate ways for your nonprofit.
For example, let’s say a board member agrees with the approach of strength-based communication but has concerns moving away from the term “underprivileged children” because it expresses exactly who the organization serves. You might first start with discussing what it is about this phraseology that is powerful (because you’ll want to capture that sentiment with a new descriptor). Then, you might discuss possible alternatives, focusing on a person-first approach.
Engage board members
The same way you educate staff about strength-based communication, you will also want to educate board members about the benefits, particularly in terms of amplifying the organization’s mission and engaging the community. Encourage board members to lead by example, incorporating strength-based communication into their interactions with their own networks, nonprofit staff, volunteers and other stakeholders.
Involve funders in strength-based communication
Strength-based communication is an opportunity for your nonprofit to educate and lead. When talking with funders, share why your nonprofit is choosing to take this approach and communicate how adopting this approach can lead to greater transparency, accountability and measurable impact. Involve funders as partners in the process and highlight how strength-based communication can help demonstrate the effectiveness of their investments and build stronger relationships with the communities you serve. Then, regularly update funders on progress, sharing stories and metrics that showcase the positive outcomes resulting from this communication strategy.
Provide resources and support
Most nonprofits start their strength-based communication journey with the development of a strength-based communication guide, along with trainings to support adoption. However, language is always evolving and preferences change. For these reasons, in order to support a culture of strength-based communication, many organizations also choose to build shared communities of practice where people can come together to discuss strength-based communication and navigate challenges they are experiencing.
By starting with education, addressing concerns, engaging board members and funders, and providing ongoing support, nonprofits can successfully implement a culture of strength-based communication. This approach enables nonprofits to amplify their mission, drive collaborative impact and build stronger connections with the communities they serve.
