In the work we do at Amplify Mobilise Change, we focus on how nonprofits, like NGOs, as well as community groups, social movements and campaigns, can use online communication technologies, tools and content to create longer term change with people important to us.
Don’t be scared of plain, direct language
One of the patterns we have seen consistently over the past five years leading the project is how uneasy organisations seem to be writing plainly and for connection, using words, phrases and language that are clear and resonate emotionally with our readers and participants online. We see how we fall into institutional language easily, especially when we are trying to tell our stories to partners, government, other organisations, the media, and so on.
Reconnecting words and people
In South Africa, we often see a language disconnect between our communities and our bigger institutions. As organisations working with communities, we need to bring the life of the communities we work with – directly or indirectly – into the way we communicate. This means to be more direct, to be more nuanced in our language, to be human-centric and not too academic, even when writing from an academic or research-based perspective.
At the heart of meaningful communication is feeling. Even though we work with facts and impact concepts that can be quite dense, our work is centred on human connection and change and building action over time. And action is based on decisions.
As neuroscience teaches, our decision making capacity– whether what to eat, where to allocate funds or how to work together – is driven by feelings. So yes, we want to use our words to illuminate the heart of what we do and help others connect to it.
Our job as writers is to find creative ways to engage our audiences with metaphors, ideas, narratives and imagery that is meaningful, that transports them into our world and the world of the people we work with – even if they work within an institution.
Neuroscience of stories
Although neuroscience is but one discipline to turn to when devising strategies for change, it’s useful to know that our words influence feelings and this in turn influences choice!
Where do from now? Start working strategically with story to enhance connection and collaboration with your audiences.
