Speak From The Heart in 2025
Building an authentic digital presence isn’t just about being consistent online; it’s about showing who you truly are, what you stand for, and how you connect with the people who support your mission.
Standing out amidst the noise online can be a challenge, but even a small, engaged community of people who feel seen and resonate with your brand can make a significant impact on how others perceive and connect with your organization going forward.
Why Having a Voice is Important
Before we dive into the specifics, let’s take a moment to revisit why having a distinct voice and tone for your brand is so essential.
In a world where countless organizations are doing similar work and vying for the same audience’s attention, your brand’s personality is what sets you apart. Think about it: We don’t remember every conversation we’ve ever had, but the ones that stand out—whether they’re funny, heartfelt, or deeply relatable—stick with us. That’s the kind of impression you want your brand to leave: memorable, meaningful, and impactful.
Our founder, Katie Stanton, puts it perfectly:
“Customers want to feel like a brand really understands them—their needs, their wants, and even what they don’t like. With that understanding, you can craft messaging for your website, social media, marketing materials, and anything customer-facing that truly speaks to them. Creating that connection is powerful, because it keeps customers coming back.”
Here’s how you can humanize your nonprofit’s brand through transparent, relatable content.
Curating a Voice That Resonates
Your nonprofit’s voice is its personality: It's what makes your content memorable and what helps your audience feel connected to your mission. Your voice needs to be consistent, genuine, and easy for people to relate to.
Be Yourself, but Stay Consistent: Think of your voice as a reflection of your nonprofit’s values. If your mission is all about creating change and empowerment, let that energy shine through! Whether you’re sharing an inspiring success story or being open about a challenge, keep your tone honest and true to who you are. Consistency with your voice is key. Your audience should always feel like they’re hearing from the same “person,” no matter what you’re talking about or where, whether that be on your website's info page, an Instagram post, or through emails.
Lose the Corporate Talk: Nobody loves corporate jargon (seriously, nobody). Instead of writing like a robot, talk to your audience like you’re chatting over coffee. For example, instead of saying, “We are pleased to announce,” try, “We’re so excited to share this with you!” A little warmth and personality can go a long way in making people feel connected to your cause.
Did you know? A study by Bynder found that 50% of consumers can tell when content is written by a human versus AI. That’s proof that adding your unique voice makes a big difference — it’s what turns your content from “meh” to memorable.
Humanizing Your Digital Marketing Strategy
Establishing an Audience Authentically
Understanding who your audience is and what they truly care about can help you create content that speaks directly to them. Audience discovery is about more than demographics: It’s about diving deeper into their emotions, motivations, and values.
Use Surveys and Feedback: Engage your audience directly through surveys or feedback forms. This gives you a clearer picture of what they want to see from your organization. Ask open-ended questions and really listen to what they say. A deeper understanding will make your content feel more relatable.
Social Listening: Track conversations happening on social media platforms relevant to you and your cause. Pay attention to what’s trending and how people are discussing issues related to your mission. This lets you tap into the conversations that matter to your audience, making your content more engaging.
Watch your Competition: Keep up-to-date with what similar brands are doing to engage their audience. Definitely don’t copy anything you see because that would defeat the goal of being a unique stand-out, but see what you could try to do differently.
Transparent Messaging, The Right Way
Honesty and openness are critical in nonprofit marketing. Audiences for any cause can tell when something feels manufactured or a little too polished. We want to create genuine connections. To do so, not only should you share your wins, but maybe even some challenges you’ve found along the way.
Highlight Both Successes and Setbacks: Share updates about progress and growth, but don’t be afraid to discuss challenges or obstacles you’re facing. For example, if you’re struggling to meet fundraising goals or facing logistical challenges, don’t shy away from talking about it. People appreciate when organizations are honest about their struggles.
Behind-the-Scenes Content: Showing what goes on behind the scenes can help humanize your organization. Post photos or stories about your team at work, volunteers in action, or even the daily routines that help make your mission possible. It allows supporters to feel more connected to the heart of your work. For example; you could highlight a team member's work anniversary or birthday!
Besides making your general content transparent, you must also make sure you’re engaging with your audience as well:
Respond to Comments and Messages: Whether on social media or through email, respond to your audience’s inquiries, comments, and messages. Engaging with people builds trust and loyalty.
Encourage User-Generated Content: Invite your followers to share their stories, photos, or videos related to your cause. Featuring their content not only empowers your supporters but also shows that you value their voice.
Show Thanks: Every now and then shout out your supporters for no reason; there doesn’t need to be a special occasion to make your audience feel valued!
Telling Stories That Resonate
Humans are naturally drawn to stories, especially those that evoke emotion and speak to shared experiences. Crafting compelling stories about your nonprofit’s impact can connect your audience to the cause in a meaningful way.
Use Real Stories and Testimonials: Nothing resonates more than a real-life story. Share the experiences of the people you serve, whether it’s an individual whose life was changed by your program or a donor who’s been inspired by your cause. These testimonials help bring your mission to life and add credibility to your message.
Show the Bigger Picture: While individual stories are powerful, also paint the bigger picture. Help your audience see how their support fits into the larger goal. This can be done through infographics or regular impact updates that connect the dots for them.
It’s easy for digital content to feel impersonal. To truly humanize your nonprofit’s digital marketing efforts, make sure your strategies reflect the values of empathy, inclusivity, and understanding.
Leverage Video Content: Video is a powerful tool for creating an authentic connection. Use short-form videos or live streams to share your story, introduce team members, or even provide real-time updates on a project or campaign. It’s a great way to showcase the people behind the cause and create a more personal touch.
Highlight Community Partnerships: Show the partnerships that make your work possible. Whether it’s a local business that sponsors your event or a volunteer group that helps run your programs, spotlighting these relationships shows your commitment to working together for the greater good.
Stay Consistent Always
Building an authentic digital presence doesn’t happen overnight, but the payoff is worth it. As you humanize your brand through transparent, relatable, and compelling content, you’ll create stronger, lasting relationships with your supporters.
By showing up as who you truly are, flaws and all, you’ll foster a community of people who are deeply invested in your mission and will champion your cause for years to come.