How can nonprofits build diversity awareness into their communication? There are no easy answers. But I find it helps to think of diversity-friendly communication as a tapestry. If you weave diversity awareness into each aspect of your outreach, you’ll see better results than you would if you tacked it on at the end.
That’s the approach my former coworker Dr. Sherrill Sellers recommended when we wrote the CIRTL Diversity Resources. Although the Diversity Resources were written for university instructors, nonprofits can use similar approaches. I recommend checking out our case study collection if you are thinking of organizing facilitated conversations about diversity.
When we were producing the Diversity Resources, we sifted through many university workbooks on creating welcoming climates. We found that a band-aid approach to diversity-friendly communication may be a step in the right direction, but it is just a step. More needs to be done.
After the Be the Media! conference in Boston on Dec. 6, I wrote the following list of questions to help organizations communicate inclusively. Items 1, 2 and 6 are partly based on comments by our facilitators, Elena Letona and Kathleen Pequeño.
- Whom do you ask for their opinion? If you look at whose voices are absent from your decisions, you may find some gaps. Consider having conversations, surveys and focus groups to include unheard stakeholders. For example, if you are working on an environmental issue in a low-income community, remember to ask for community feedback. This is especially important if there is a language barrier.
- Are your communication channels working? Make sure not to rely exclusively on the Internet if you want to reach a diverse base of potential supporters. Consider mobile-friendly websites and phone apps. Low-income young people often browse using their phones. Test drive new approaches to see what works.
- Is your communication jargon-free, easy to understand, and interesting? Remember, your audiences are not required to listen to you, even if you’re communicating vital health information about disease prevention or disaster awareness. Think about the style of language you’re using. If you use research language with non-specialists, your message may be ignored or misinterpreted. Ask your audiences for feedback.
- Is your message relevant? Why should your audiences care about the issues that matter to your organization? If you get to know them and learn what matters to them, your communication will be much more on target than it would be otherwise.
- Have you stepped outside your office to visit your audiences lately? How well do you know them? The more you develop relationships, the better your communication will be.
- Have you considered partnering with or hiring messengers from underrepresented groups? Try crowdsourcing media, inviting people to tell their own stories via videos or blogs, and asking questions to draw out answers. You can use the results to develop stories for funders, decision makers, and media.
- Do you ask for constructive criticism? If you only focus on positive stories, you won’t see the roots of problems.
- Are your events, jobs and internships accessible to people who earn less than a middle-class income? Holding fundraisers with lower ticket prices, reducing reliance on alumni networks for hiring, and paying interns who can’t afford to take unpaid internships are three steps you can take to make your organization more welcoming.
Weaving ideas like these into your communication and outreach can help you develop real relationships with communities rather than being seen as an outside agency. The more you make your communication two-way – listening, respecting community comments, and taking an interest in others – the better your results are likely to be. Seek to understand before seeking to be understood.