The Smart Communications Podcast: Episode 177 - How Can You Engage Your Community with Campaigns?

Released on January 8, 2025

Hosts:

• Farrah Trampeter: Co-director and worker-owner at Big Duck.
• Guest: Nicholas Bruno: Communications consultant and author of Engage With Impact.

Introduction

In Episode 177 of The Smart Communications Podcast, Farrah Trampeter engages in a profound conversation with communications expert Nicholas Bruno. The episode delves into effective strategies for nonprofit organizations to engage their communities through impactful campaigns. Drawing from Nicholas Bruno’s extensive experience with intergovernmental agencies and his recent book, Engage With Impact, the discussion offers actionable insights tailored specifically for the nonprofit sector.

Guest Background and Motivation

[01:18] Nicholas Bruno:

"I started actually during the pandemic... there’s a lot of books out there on digital campaign communications, but we're not selling products... I wanted to have something that was really only for nonprofits and international organizations..."

Nicholas Bruno explains that his journey began during the COVID-19 pandemic when he conducted a global survey of marketing and communications professionals. Discovering that over 80% felt more agile and resilient post-pandemic, he was motivated to compile their successes and strategies into a resource tailored for nonprofits. His aim was to bridge the gap left by existing literature, which often doesn't align with the unique challenges faced by nonprofit and international organizations.

The Agile Framework

At the core of Bruno’s book is the Agile Framework, an acronym outlining five key strategies for effective communication campaigns:

1. Adopt a Startup Mentality
2. Go Digital First
3. Inspire with Personal Stories
4. Leverage Your Content
5. Empower Your Community

[03:03] Nicholas Bruno:

"Agile is... encouraging a mindset change from the bottom up... building those systems internally before branching out."

Bruno emphasizes that adopting a startup mentality fosters internal collaboration and adaptability, essential for swift and effective online engagement. By restructuring internal processes and fostering a collaborative environment, nonprofits can better utilize digital tools and storytelling techniques to connect with their communities.

Engaging the Community with Campaigns

[05:12] Nicholas Bruno:

"One of the examples... the Global Partnership for Education... raised $4 billion for global education programs worldwide."

Bruno shares the success story of the Global Partnership for Education’s pivot to an online campaign during the pandemic. The initiative included creating a microsite, launching a new call to action, and engaging both global influencers and local activists. This comprehensive approach not only maintained momentum despite the pandemic but also resulted in substantial fundraising success, illustrating the effectiveness of agile strategies in real-world applications.

Defining and Empowering Community

[07:45] Nicholas Bruno:

"First, it's knowing your audience... finding the 'what's in it for me' kind of value proposition."

Defining the community begins with understanding the target audience’s interests and communicating in relatable language. Bruno advises against using jargon, advocating instead for clear, accessible messaging that resonates personally with individuals. By identifying heroes within their stories—whether donors, partners, or local activists—nonprofits can create compelling narratives that foster a deeper connection and sense of belonging within their community.

Co-Creation and Multichannel Strategies

[10:50] Nicholas Bruno:

"Creating a content funnel... transforming social media followers into real activists or real partners in your journey."

Bruno highlights the importance of a multichannel approach, combining online engagement with offline activities. He cites the Malala Fund’s Assembly platform as an exemplary model of co-creation, where young women contribute content that evolves into a dynamic online community and local events. This synergy between digital and in-person interactions helps build a robust and engaged community, enhancing both reach and impact.

Embracing Failures and Experimentation

[15:16] Nicholas Bruno:

"Things are moving so quickly online that you need to experiment... we need to find new ways of reaching our audiences."

Acknowledging failures as learning opportunities is crucial in the fast-paced digital landscape. Bruno references Candid’s controlled experiment with short-form videos, which allowed the organization to test and analyze what worked without significant risk. This iterative approach encourages nonprofits to innovate and adapt continuously, fostering a culture that values experimentation and resilience.

Practical Tips for Nonprofits

1. Create a Content Funnel: Develop content that attracts and gradually nurtures community members into active participants.
2. Engage Actively on Social Media: Utilize community managers or interactive strategies like co-creating campaigns and hosting challenges.
3. Build Owned Platforms: Relying solely on social media is risky; prioritize building robust email newsletters and other direct communication channels.
4. Facilitate Offline Engagement: Complement online efforts with local events, webinars, and meetups to strengthen community bonds.
5. Test and Iterate: Regularly experiment with new content types and strategies, analyzing performance to inform future efforts.

[18:40] Nicholas Bruno:

"A campaign is something that should be alive, it should evolve... always have an experimental attitude."

Conclusion and Final Thoughts

As the conversation wraps up, Bruno emphasizes the importance of continuously testing and adapting communication strategies to stay relevant and effective. By fostering an experimental mindset and leveraging both digital and traditional engagement methods, nonprofits can significantly enhance their community outreach and campaign success.

[19:15] Farrah Trampeter:

"Connect with us@bigduck.com."

Listeners are encouraged to explore Bruno’s book, available at engagewithimpact.com, and connect with him on LinkedIn and Instagram for further insights.

Key Takeaways:

• Agile Framework: Tailored strategies for nonprofits to enhance communication and engagement.
• Community Empowerment: Understanding and connecting with the audience through relatable storytelling.
• Multichannel Engagement: Balancing digital and offline efforts to build a strong, interactive community.
• Embracing Failures: Viewing setbacks as learning opportunities to foster innovation and resilience.

Nicholas Bruno's insights provide a valuable roadmap for nonprofits aiming to navigate the complexities of modern communication landscapes, ensuring their campaigns are both impactful and sustainable.