In recent years, the “third sector” has been gaining economic prominence in our country; figures from 2023 show that it represents 6.1 per cent of the national GDP (more than 16 billion euros) and employs 230,000 people.
But the size of the social sector, or so it’s called, isn’t just about numbers – quite the opposite, in fact. What makes this sector unique is its human dimension: it exists to help others and depends on people to survive and carry out its activities.
And that’s why communication is as important as it is challenging in the world of the social economy. In fact, social solidarity organisations or institutions need to communicate actively and efficiently in order to be known, to reach those in need, but also to recruit volunteers and donors, who are so essential in this equation.
In short, the third sector needs to communicate in order to:
- Give visibility to its cause;
- Expose the problem that is at the root of its cause in order to gain the sympathy of the various target audiences;
- Show the organisation’s role and mission in the cause;
- Giving visibility to all the work carried out by the organisation;
- Transparency: show where and how funds are spent;
- Attracting donors and volunteers
The complexity of these six points shows how vital it is for this sector of the economy to communicate. Its reputation is directly related to the organisation’s ability to survive.
Communication in the third sector: where to start?
Firstly, in order to guarantee success, communication needs to be seen as strategic and not just instrumental or operational.
This means that planning is fundamental to creating a clear, objective and coherent communication policy that allows the organisation to succeed in achieving its major objectives, i.e. to be able to provide an effective response to its cause and thereby impact the maximum number of people.
Social media is important, but it’s not everything…
We often come across institutions or certain activities that communicate exclusively through social media.
Social networks are an important tool for spreading the word and working on the reputation of our activity, but they only have an impact if they are worked on as part of our communication strategy. If you communicate exclusively through Facebook or Instagram, you won’t achieve all the goals you set out to achieve, and above all you won’t be able to build the reputation you want.
Work social media in a smart way, as a tool to reach the masses, but not exclusively, integrated with the other communication strategies.
Four steps to start communicating effectively in my organisation:
- Carry out a Diagnosis of current communication;
- Draw up an Annual Communication Plan;
- Define a six-monthly or quarterly implementation plan;
- Define metrics for measuring results and draw up periodic evaluation reports.
The human dimension of communication in the third sector
It means that it has to be handled with care, so that its various audiences feel, through the communication process, the value of the cause for each of its members.
The nature of the social economy is human, made by people to help other people, simple.
The preparation of the organisation’s employees is therefore essential. Whether they are paid professionals or volunteers, they need to be aware of the value of what they are working on and have the necessary skills and knowledge to communicate effectively.
Finally, since the social field is very specific, there is a whole wealth of expressions and technical language that we often see misused in communication materials. When communicating to the masses we should avoid using technical language or jargon, we should communicate to those who don’t know our cause or organisation.
5 tips for efficient communication:
- Use simple, accessible language: avoid technical jargon and explain concepts clearly and concisely.
- Tell stories: share stories of the project’s real impact to establish an emotional connection with the audience.
- Emphasise results: demonstrate the project’s positive impact on the community and how it is contributing to the overall objectives of the funding.
- Be consistent: use the same visual identity and messaging in all communications to create a cohesive brand for the project.
- Collaborate with partners: work together with other organisations involved in the project to amplify the reach of your communications. Together we are stronger!
At Hora das Palavras you’ll find specialists in the various areas of communication with experience in third sector communication. We are available to listen to your case and help you.
