Telling your story: a simple communications plan

This guide is for anyone who has been told "you need to get the word out" and doesn't know where to start. Maybe you are the founder, maybe you are the one volunteer who is "good with words." You don't need a marketing degree or a budget. After reading, you will be able to write one clear message, gather stories in a way that respects the people in them, and follow a simple monthly plan that fits into a few hours.

Why a plan beats bursts of effort

Most small charities talk about their work in bursts. A big post when an event happens, then silence for three months. People forget you in the silence. A communications plan is just a short written answer to four questions:

1. Who do we want to reach? (For example: local donors, volunteers, families who could use our help.)
2. What do we want them to know or do?
3. Where do they already pay attention? (Email, a local newspaper, a church bulletin, Facebook.)
4. When will we speak to them, and who will do it?

Write the answers on one page. If it takes more than one page, it is too complicated for a small team.

Find your one clear message

Your message is one or two sentences that anyone on your team could say from memory. It answers: what problem do you work on, for whom, and what changes because of you.

A simple pattern is: "We help [who] to [do or get what], so that [what changes]."

Hypothetical example: "We help older neighbors in our county get to medical appointments, so they can stay healthy and keep living at home."

Test your message by saying it to someone who knows nothing about your charity. If they can repeat it back in their own words, it works. If they ask "so what do you actually do?", try again with simpler words.

Stories: the heart of your communications

People remember stories far better than numbers. A good story has a person, a problem, something that happened, and a change. It doesn't need to be dramatic. Small, true moments often move people most.

Good sources of stories:

• Volunteers telling you about a moment that stuck with them
• Thank-you notes from people you serve (with their permission to share)
• A "day in the life" of your program
• How a donation was spent, in concrete terms

Tell stories with dignity

The people you serve are not props. They are your neighbors, and they have the right to decide how they appear in public. A few rules that experienced charities follow:

• Show strength, not only need. Describe what people are doing, not only what they lack.
• Use people's own words where you can, and let them check the quote.
• Avoid "before and after" pictures of suffering. They can shame people long after the campaign ends.
• Change details (name, place, age) when needed to protect someone, and say that you did.
• Never share anything about health, immigration status, abuse, or a person's location without clear, specific permission, and think hard even then.
• Be extra careful with children. Many charities never use a child's full name or show a child's face with identifying details.

Consent and photo releases

A photo release (also called a consent form) is a short written form where a person agrees that you can use their photo or story, and says how. Keep it simple and in plain language. A good release says:

• What you will use (photo, video, quote, first name only, full name)
• Where you will use it (website, social media, printed newsletter, grant reports)
• For how long, and how they can ask you to stop
• For a child, that a parent or legal guardian signed

Store signed forms where you can find them again, and note on each photo whose consent covers it. If you can't find the consent, don't use the photo.

Also think about who owns the photo itself. The U.S. Copyright Office explains that copyright belongs to the author of a work, not to whoever happens to hold a copy. In plain words: a volunteer who takes great photos at your event usually owns them. Ask them in writing for permission to use the photos, and agree on how they would like to be credited.

Make it easy to read for everyone

• Write short sentences. Many readers are on a phone, and some read English as a second language.
• Add alt text to images you post online. Alt text is a short written description that screen readers speak aloud for people who can't see the image. The W3C (the group that sets web standards) has a free tutorial on writing it.
• Avoid insider words like "beneficiaries" or "capacity." Say "the families we serve" or "our ability to do more."

A monthly rhythm you can keep

Consistency matters more than volume. Here is a rhythm a single volunteer can manage in about four hours a month:

Keep a simple "story bank": a shared document or spreadsheet listing each story, the date, who is in it, where the consent form is, and where you used it. In a year, you will have twelve stories ready for grant applications, your annual report, and your website.

Who speaks for you

Decide who can post or speak publicly for the charity. It might be one person or two. Others should feel free to share your posts, but should check before saying something new on the charity's behalf. This protects your message and makes it easier to respond if something goes wrong.

Measure gently

You don't need fancy analytics. Once a month, ask:

• Did anyone reply, donate, sign up, or volunteer because of what we shared?
• Which story got the warmest response?
• Did anyone in a story feel uncomfortable afterward? (If so, fix it fast.)

Write the answers in your story bank. Over time you will see what your community cares about.

Your communications checklist

• Write your one-sentence message and test it on an outsider
• Write a one-page plan: who, what, where, when
• Create a plain-language photo and story release form
• Set up a story bank with a column for consent
• Ask volunteer photographers for written permission to use their photos
• Add alt text to every image you post
• Put the monthly rhythm in your calendar
• Decide who can speak publicly for the charity

Telling your story well is a habit, not a talent. Start small, stay honest, and treat every person in your stories the way you would want to be treated.

If you want a second pair of eyes on your message or your first story, ask a member charity for help through the Exchange.

General information, not legal, tax or financial advice. Rules change and every situation is different, so check the official sources and talk to a qualified professional before you act.