Bridging the Communication Gap: How Foundations and Nonprofits Can Connect More Effectively

Foundations and grantmakers in the U.S. control over 1.5 trillion dollars in assets and disburse more than 100 billion dollars annually, funding initiatives from healthcare to community improvement. Despite this immense influence, many people aren’t aware of what these foundations do or how their work impacts communities. The root of this disconnect? Communication challenges, including the widespread use of jargon-heavy language obscuring the vital work foundations do.

Aflourish’s founder Jenny is a University of Florida College of Journalism and Communications alum, and she recently came across a study conducted by UF scholars in collaboration with the Council on Foundations highlighting these challenges. The research reveals how complex, abstract language and unrelated metaphors can alienate both the public and the nonprofits that foundations aim to support. Inspired by these findings, we’re exploring ways to address these challenges and improve communication strategies for foundations and nonprofit organizations.

Simplify Communication and Tell Clear Stories

The key takeaway from this study is that foundations need to simplify their communication. Complex language and vague metaphors often alienate audiences, making it harder for them to understand the impact of philanthropic efforts. While it may be tempting to use language that appeals to funders, this approach can miss the mark with the general public. Instead, foundations should use clear, straightforward language that explains their work and builds trust.

Two specific suggestions from the research are worth noting. First, they found using metaphors depicting change as a collective opportunity for growth performed well. For example, describing a project as “building bridges between communities” rather than “fighting for resources” can resonate better with audiences and foster collaboration. Additionally, the research suggests avoiding formulaic narratives that jump straight to solutions without explaining the hard work and decision-making involved. Providing details about how decisions are made and how foundation dollars are used can significantly enhance public trust.

Strategic Storytelling and Its Impact

Storytelling is a powerful tool, but it must be used thoughtfully. Storytelling isn’t just about sharing successes—it’s about building trust and demonstrating transparency. A literature review published in Psychology & Marketing confirms that storytelling can drive engagement, build loyalty, and encourage active participation. Stories that connect emotionally with audiences are more likely to result in purchases and ongoing brand loyalty.

To build trust for your organization, craft stories that include the “nitty-gritty details” of how your work impacts communities. Authentic storytelling that shows the real-world challenges and outcomes can foster deeper connections with the audience, much like it does in consumer marketing.

However, it’s also important to be aware of the potential downsides. Poorly executed stories can propagate harmful speech, and research in the Journal of Interactive Marketing has shown that when storytelling is perceived as manipulative, it can cause distrust. To build and maintain trust, ensure your stories are genuine and reflective of the actual work being done.

Read More

• Philanthropy’s New Voice: Building Trust With Deeper Stories and Clear Language Council on Foundations
• A story to sell: The influence of storytelling on consumers’ purchasing behavior Psychology & Marketing
• Negative Consequences of Storytelling in Native Advertising Journal of Interactive Marketing

Customized Communication Plans for Foundations & Nonprofit Organizations

At Aflourish Media Psychology, we understand the importance of clear, effective communication in building trust and engagement. Our team specializes in helping nonprofits and philanthropic organizations refine their messaging to better connect with their audiences. Every foundation and nonprofit is unique, and so are their communication needs. We offer customized communication plans that align with your organization’s goals and target audience. Whether you need a complete overhaul of your communication strategy or just a few tweaks, we’re here to help.