People are looking at your organization more critically and suspiciously than ever before. You must frame your mission within a culture of inclusivity and compassion. Even if this is true of who you have been all along, you should reiterate it, clarify it and retell that story to a world that is very sensitive, nervous and fearful of being excluded. Listen in for our tips on how to make sure your organization is intentional about how it demonstrates these characteristics.
Here are some tips for better inclusivity in marketing:
When creating marketing pieces, include men and women, young people and older people and people of different ethnicities and abilities when they genuinely interact with your organization.
Watch your language. Be wary of words or phrases that might mean something to your staff or in your industry but do not connect with an external audience (i.e technical terms, Christianese, etc.).
Try to avoid talking publicly about anything that could be seen as exclusive. It’s ok to have convictions, and you should never pretend to be something you aren’t but remember some conversations are “family” conversations.
Make the donor the hero but try to avoid “savior” language or language that exploits those you serve to raise money. It’s easy to sensationalize those whom you help and exploiting their suffering via images or videos.
- Be transparent and willing to own your mistakes when something does come across as insensitive or non-inclusive.
It's impossible to please everyone at all times. However, there are some basic principles that we believe in and that will help your organization demonstrate its inclusivity and heart to those who come into contact with the brand. And in this day and age, it's no longer an option. It's an expectation.