The third sector in Northern Ireland plays a vital role in supporting communities, often filling gaps left by statutory services. However, communicating the impact of this work remains a significant challenge for many organisations. The landscape is ever-changing, with new funding requirements and heightened expectations from funders, stakeholders, and the public alike.
In recent years, I've noticed a growing sense of urgency among community and voluntary groups to not only deliver meaningful outcomes but also to articulate these successes clearly and persuasively to be able to successfully argue for the same or increased funding in a competitive market.
A while back I was out with friends whom I used to work with in the third sector and they were remarking the challenges they were facing in terms of communicating to funders, and a wider audience, the impact of their work.
One friend mentioned how, despite running successful programmes, it often felt like their achievements were invisible unless she moved heaven and earth to get press coverage. Another commented on the difficulty of reporting structures in communicating compelling stories of the project that funders could easily digest. Although the project statistics are important it’s the stories of lives transformed for the better that is the reason the staff are doing the work, it’s the depth of impact they are looking for.
The challenges are not limited to reporting; they extend to building ongoing relationships with funders, engaging the wider community, and even maintaining staff morale when the impact of their efforts isn't fully recognised.
As with all professionals, those who work in the voluntary sector are passionate about their work and want to find the best ways to communicate it to a wider audience in a world that is increasingly loud and busy. Many organisations are competing for attention, not just from funders but also from the public, policy makers, and the media.
The rise of digital platforms has created new opportunities for engagement, but it has also introduced hurdles, such as keeping up with content demands, managing multiple social media channels, and ensuring messages remain consistent and authentic.
Over a casual chat with Riki Neill in January we realised we, at RNN Communications had many of the practical answers to the questions they were asking and the idea of creating a focused, practical workshop for the sector was born. Much to my amusement never having presented before….
The conversation quickly shifted from theory to practice, as we reflected on our own experiences with funders and communications strategies.
The workshop was split into three distinct areas:
In the first section, we explored the expectations set by major funders, such as the National Lottery, Department for Communities, and others. These organisations often require robust reporting, including both quantitative and qualitative data. Participants were encouraged to ask questions and share their own experiences.
Next, we delved into what funder-compliant communications look like in practice. This involved dissecting reporting templates, using case studies, and identifying the common elements that make for effective communication. We discussed the role of visuals, such as infographics and photos, in conveying impact, and the need to adopt a tone that balances professionalism with authenticity. A recurring theme was the value of transparency—not only in celebrating successes but also in acknowledging challenges and lessons learned.
Finally, avoiding common pitfalls and reporting gaps where we emphasised the importance of ongoing data collection, regular check-ins with stakeholders, and using feedback mechanisms to refine communication strategies. By sharing examples of what can go wrong, we aimed to equip attendees with practical tools to prevent these issues in their own organisations.
The approach we took was to create a Ten point Toolkit of practical actions each Communications Lead could easily put into place at the start of a large funding arrangement. This toolkit serves as a checklist, ensuring nothing falls through the cracks during the project lifecycle.
Putting these tools into place at the start of the relationship would create solid foundations for a good funder relationship and ensure the correct information was gathered throughout the project so there wouldn’t be a scramble for it at the end.
Moreover, it fosters trust and transparency, enabling funders to see the real impact and value of the work. As organisations become more adept at communicating their successes and challenges, they open the door to new opportunities, partnerships, and sources of support. The process is iterative—each project offers lessons that can be carried forward, making communications stronger and more effective.
This workshop also highlighted the use of AI as a tool. We are aware that AI is still an unknown quantity within this sector in particular. The pace with which it develops and what it can now do in comparison to a few months ago is astonishing. However, it is a tool that is not to be ignored, but understood and managed responsibly within well considered organisational policy.
Northern Ireland is in the enviable position of having a number of organisations set up to support organisations manage their way through the “AI Revolution”, so it is worth investing the time to skill up in this area as it will streamline processes and ensure the community and voluntary sector are putting their stretched resources into the areas that matter most; their beneficiaries.
The wonderful feedback we received demonstrates there is a real need for this practical training which is the “how to” of communications practice and what is and what is not worth spending money on in terms of tools. Feedback was overwhelmingly positive, with 100% of people stating they had learnt something of use. As an agency, RNN Communications would love the opportunity to work with these charities to promote their valued work and share their impact widely.
Hopefully, through our workshop the goal is that Communications Professionals feel skilled up to deliver solid, impactful communications that comply with all funder requirements and know when it’s best to ask for more support.
In conclusion, the journey to effective impact communication is ongoing and requires both dedication and adaptability. Community and voluntary sector organisations in Northern Ireland have much to offer, and by embracing practical tools and strategies, they can ensure their achievements are recognised and celebrated. The workshop was a step towards empowering sector leaders to take ownership of their communications, build stronger relationships with funders, and ultimately, amplify the voices of the communities they serve. As we continue to learn from each other and share best practices, the sector will become even more resilient and influential in shaping a brighter future for all. From our perspective it was a fantastic learning experience, a good way to demonstrate knowledge and the support we can provide to a sector who is doing great work.
