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Philanthropy's New Voice + Its Implications for Social Media Strategy

Written by Fay Schofield | Dec 17, 2024 2:27:18 PM

I had the privilege of attending the annual Communications Network conference in Kansas City earlier this year where the authors of a new report on "Philanthropy's New Voice" presented their findings. As the founder of Catnip Comms, a digital comms and social media agency that partners with major U.S. foundations, I found the insights incredibly relevant. I'd like to share some key takeaways and explore how they can inform social media strategy and more, particularly when we’re working with U.S. foundations.

A lengthy study by the Council on Foundations and the Center for Public Interest Communications at the University of Florida, found that, while most Americans view philanthropy positively, they don’t fully understand its role. This is because the philanthropic sector hasn’t effectively created a strong, shared narrative to counter negative perceptions about foundations, and jargon and overused metaphors often obscure the role of foundations in driving larger systems change. Many Americans think foundations are mysterious, use too much jargon, reinforce the status quo, and are about flexing the power of old white money without changing underlying inequities. In my experience, that’s true - and at Catnip, we’re focused on challenging those outdated ideas. When you change the narratives, you’re also changing what’s going on, too. This isn’t just about adding a fresh coat of paint to a crumbling house; it’s about rebuilding the foundations together.

Addressing the Narrative Vacuum

The report highlighted a significant "narrative vacuum" in the philanthropic sector - a lack of coherent stories that truly explain the role of foundations and their impact. This resonated with me, as we often see a disconnect between the incredible work foundations do and the public's perception of their role. Social media presents a unique opportunity to fill that vacuum with compelling narratives. By sharing authentic stories that showcase the impact of foundations' work, we can build greater understanding and appreciation for their contributions.

Building Trust Through Transparency on Social Media

A core message from the report was the importance of transparency in storytelling. The research showed that sharing details about how foundations make decisions and allocate funds significantly increased public trust. This insight is crucial for our social media strategy. By using platforms like Instagram and TikTok to pull back the curtain on the inner workings of foundations, we can humanize the grantmaking process and dispel misconceptions. Sharing stories about the people behind the decisions and the thought processes involved can foster a sense of connection and trust. That’s genuinely an exciting new way of working and I’m excited to try it. Social media offers a good place for foundations to experiment with this kind of storytelling. They can get real-time feedback on how engaging it is, and of course, it can be a better-value use of their limited budgets for storytelling work.

The Power of Language and Metaphors in Social Media

The report also highlighted the need for clearer language and more impactful metaphors in philanthropic communication. Do the metaphors being used unintentionally invoke violence or power imbalances? How can we replace them with ones that reflect abundance and partnership? This is all especially important in the fast-paced world of social media, where attention spans are short and messages need to be concise and impactful. By using accessible language and relatable metaphors, we can ensure that our content resonates with a broad audience. We can also leverage social media's visual nature to tell stories through images and videos, making complex concepts more easily understandable.

Making the Case for Better Stories

When you’re using social media to communicate as a foundation, it’s important to ask what institutional values align with the suggested approach. Is there data that leaders need to support it, and how can stories build trust with communities, nonprofit leaders, and policymakers? From there, it’s about how to build the stories: Shifting from framing foundations as “heroes” to showing them as “partners.” Do those stories feature individuals taking on challenges alone, or communities changing systems together?

Collaboration and Shared Narratives on Social Media

Another key takeaway was the importance of collaboration across the sector. By working together to develop shared narratives, foundations can amplify our impact and create a more unified voice for philanthropy. Social media provides a powerful platform for this collaboration. By encouraging foundations to share each other's content and participate in joint campaigns, we can create a sense of community and shared purpose. We can also use social listening tools to identify trends and narratives in the philanthropic space, informing our content strategy and ensuring that our messaging is relevant and timely.

What’s Next?

The "Philanthropy's New Voice" concept can guide our social media strategy. By embracing transparency, using clear language, and fostering collaboration, we can help foundations build greater trust and understanding of their vital work. At Catnip Comms, we're committed to using the power of social media to tell impactful stories that drive positive change. By partnering with foundations to develop authentic and engaging content, we can help them connect with their audiences and make a meaningful difference in the world.