Authentic, Accessible Communication is Key

“The universe of communicators is all abuzz about authenticity. But what the heck is authenticity, and how do you put it to work for your nonprofit?”

So began Nancy E. Schwartz, founder of marketing and communications services provider Nancy Schwartz & Company, last week in a post on her Getting Attention! blog.

In terms of communications, Schwartz said she sees authenticity as “being honest, direct and truthful and conveying those values via accessible, straightforward messaging.”

Accessibility, Schwartz wrote, enables your audience to learn about what your organization really does, not just what you say you’re doing. She likened an authentic, accessible relationship to a conversation at a cocktail party.

“With the closed-up party goer, you’re frustrated and somewhat bored since you can’t get below the surface. A few minutes of chitchat is all you can take. … But with the person you can really talk to, time flies by. That person is being authentic, sharing herself with you. You both let down your usual filters, opening the door to a real connection.”

Storytelling, she wrote, is one of the best ways of conveying authenticity.

“You let your clients or program participants showcase the impact of your work. And, through relating your work via individuals — people with faces, families and work lives — you make it easy for your audiences to connect with your organization, emotionally and intellectually.”

— July 13, “Your Nonprofit’s Authenticity Invites Audiences to Connect With Your Work and Impact,” www.gettingattention.org/my_weblog