A Charity’s Guide to Being Heard

Verito
May 14
5 min read

Most nonprofit professionals we speak with share the same frustration: we’re doing great work, but no one seems to notice. In a sector where awareness is the oxygen that drives funding and other networks of support, 92% of nonprofit professionals report that standing out among competing messages is their greatest communications challenge.

But here’s the good news: it is possible to stand out and be heard, without being the biggest fish in the pond. As a company that works with nonprofits across Canada, we've witnessed firsthand what works—and what doesn’t—when it comes to sharpening your message, building awareness, and connecting with more supporters.

"...92% of nonprofit professionals report that standing out among competing messages is their greatest communications challenge..."

Act Like a Brand

In such a competitive space, it’s important that you adopt the mindset of behaving more like a national brand than a weekend fundraiser.

Build a clear, emotionally resonant brand that people instantly associate with a specific problem and solution. Invest what you can in design, messaging, and repetition to become memorable. This consistency will help people remember you and support you.

Tell me a story I can’t forget

People share stories, not data points. The nonprofits we’ve worked with that have been the most effective at building and maintaining awareness have always lead with authentic and compelling storytelling. They show real people, real challenges, and real solutions.

Stories make complex issues human. They make them relatable; they produce empathy, build trust, and move people to act.

Covenant House Vancouver is very effective at storytelling. They reveal the harsh realities of the many young people facing homelessness, often in the youth’s own words. They consistently describe the human side of a complex social issue through blog posts, videos, and donor newsletters.

Canuck Place also shares very moving stories about children with life-threatening illnesses. They show real moments of love, strength, and dignity in their donor communications, annual reports, and social media, making a strong case for support which ultimately helps someone else.

What story are you telling? Is it authentic, with real people with real experiences and challenges? Does it show the true impact of your work? Does it make you emotional? Is there a call to action? Is it a story that will stay with me?

Build Campaigns, Not Just Posts

It’s not uncommon for a nonprofit, limited in time and resources, to send out a single post or one-off email to highlight a need or ask for support. But it is those that understand the importance of a sustained campaign of storytelling that have expanded and maintained their awareness and the support that follows.

"...highly consistent posters got more than 5 times the engagement per post compared to those who posted inconsistently..."

Data from over 100,000 users across platforms found that highly consistent posters (at least once a week for 20+ weeks out of 26) got more than 5 times the engagement per post compared to those who posted inconsistently (4 weeks or fewer out of 26).

Show up consistently, share real stories that connect emotionally, and build awareness and trust over time.

Activate Your Supporters

Your supporters have a lot of power to amplify your message.

We usually believe people more than we do organizations. Having your volunteers, clients, community leaders and donors act as ambassadors and share your story can dramatically increase your visibility.

BC SPCA has done this well. Their campaign to promote pet adoption featured local pet owners sharing their rescue stories on social media. The user-generated content added authenticity and expanded reach through personal networks.

Build a mini ambassador program. Reach out to people in your circle, staff, board, clients, donors and ask them to share their “why” for supporting you. Give them a photo, a sample post, and a hashtag. Help them spread the word in their own way.

Boost!

You don’t really get noticed for free anymore. There are many stats showing organic reach on platforms like Facebook and Instagram is shrinking. Not only is there far more content being produced than any typical user could possibly consume, but algorithms prioritizing content and a focus on sponsored ads means you could write the most compelling post and still reach very few of your followers. That’s today’s reality.

On LinkedIn for example, it is generally understood that for every post you share, you are lucky to reach 4% of your followers, or 40 out of 1000. We always encourage our clients to put small paid budgets behind their best content. With a $100 boost, that same post will receive anywhere from 12,000-20,000 impressions depending on the CPM.

Again, start small. Choose one post or story that performed relatively well organically. Boost it with $100 over five days and target people interested in similar causes in your region.

Align With what’s Current

You can gain a lot of momentum by linking or aligning with current events or important dates because most shareable messages tie into what people are already thinking about.

Mental Health Week, Truth and Reconciliation Day, Pride Month, and International Women’s Day are just a few examples of where there is an opportunity to join the conversation.

HeadsUpGuys is doing exactly this with their StepUpForHim campaign. As the world’s leading online resource for men’s mental health with over 10,000 weekly users they have positioned their annual awareness campaign to coincide with Men’s health Month and culminating on Father’s Day.

Try building a 12-month calendar of cause-related days that align with your mission. Prepare a story, visual, or call to action for each. Even one or two timely posts per quarter can give your message a lift.

Be the Leader

In addition to storytelling and campaigns, thought leadership is a powerful tool to help your organization stand out.

When nonprofit leaders share their expertise, speak at conferences, or write articles on trends, they position themselves and their organizations as credible, experienced, and forward-thinking.

Identify a topic your organization has unique insight into. Write a short opinion piece, share it on LinkedIn, and pitch it to a relevant outlet. If you have a clear perspective and a willingness to share it, you can be a thought leader

Quick Mistakes to Avoid

Jargon: Avoid phrases like “empowering change” or “driving impact.” Be specific. Say “We deliver 500 backpacks to kids in need every September.”
Trying to Speak to Everyone: Target your message. Speak directly to your donors, your volunteers, or your community.
Inconsistent Brand Identity: Use the same logo, colours, and tone across platforms. Repetition builds recognition.
No Clear Call to Action: End every piece of content with a clear next step—donate, sign up, share, attend. The people you are reaching want to help. Tell them how they can.
Assuming Organic Reach is Enough: Even a small budget to boost your posts can dramatically expand your message’s reach.

The Bottom Line

You are doing good work that deserves attention but it takes more than good intentions to get noticed. You need a clear message, a bold campaign, emotional storytelling, and the right mix of voices and visibility to bring it to life.

Start small. Pick one story. Build one campaign. Engage your inner circle. Boost one post. Plan for one awareness week. Share one opinion that positions you as a leader in your space. If you do it with consistency and heart, your message will begin to cut through. And more people will be moved to care, share, and give.

Ready to Be Heard?

If you’re ready to grow your awareness and get your message in front of the right people, we’re here to help. Verito Communications works with nonprofits across Canada to build bold campaigns, powerful stories, and stronger support.