The Gatekeepers: How an Arab Proverb Can Inspire Better Nonprofit Communication
Morgan Roth
Leading from the intersection of strategic communication & philanthropy | CMO, MDA | Top Women in Marketing (Ragan Communication & PR Daily) | Most Influential List (The PR Net) | OnCon Icon Award, Top 50 Marketing Teams
I'm frequently asked to compare cultural differences between the U.S. and the Middle East, where I spent many years as a communicator in the higher ed space. A comparison would make for an excessively long article. There are just so many complex differences and it would take pages and pages to provide all the context you'd need to understand them and celebrate them. But I will share my favorite Arab proverb about communication. I continue to embrace this brilliant adage today and carry into my work as a (stateside) nonprofit CMO.
??? ?? ???? ???? ????? ????. ?? ??? ????? ?? ?? ???? ??? ?? ??????
The mouth should have three gatekeepers. Is it true? Is it kind? And is it necessary?
That's very thoughtful advice, no? And it is especially applicable to the work we do as nonprofit communicators. Let's explore.
The gatekeeper of truth emphasizes the importance of accurate and reliable information. Think about this in the context of our work in the nonprofit sector. Nonprofit organizations have a responsibility to uphold transparency and integrity in their communications to build trust with donors, volunteers, program partners and the broader community. Misleading or exaggerated claims erode credibility and undermine the organization's mission. It's to our benefit to rigorously fact-check information before dissemination, cite credible sources, and avoid sensational language and claims.
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The gatekeeper of kindness speaks to the significance of empathy and compassion in our words. Nonprofit marketing should always be guided by empathy towards our audience, recognizing their emotions, needs, and experiences. Messages that are insensitive, disrespectful, or generic will alienate stakeholders and damage relationships. By adopting a compassionate tone and highlighting the positive impact of the organization's work, nonprofit communication will resonate with audiences on a deeper level.
Finally, the gatekeeper of necessity emphasizes the importance of relevance and significance in communication. Nonprofit organizations operate in extremely high volume environments with competing messages vying for attention. It's essential that communications are purposeful and clearly aligned with the organization's strategic objectives. Unnecessary or irrelevant content dilutes the impact of marketing campaigns and detract from key messages. Marcomm professionals should focus on delivering content that is timely, meaningful, and actionable, addressing the needs and interests of their target audience.
I hope this favorite Arab proverb of mine serves as a guiding principle for your nonprofit marketing and communication content. I hope it inspires you to prioritize truth, kindness, and necessity in your messaging to stakeholders. By adhering to the principles of truth, kindness, and relevance we can distinguish our nonprofits as ethical and impactful stewards of our missions.
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Building product specialist. ParksitePro.
7 个月I couldn’t agree more- especially with the truth. My background is in journalism, and when I moved to nonprofits I worked for an organization that often exaggerated and used overly sensational language in much of their collateral. I tried to emphasize the potential negative impact, and how we could build more trust with transparency- let the truth be the truth! Unfortunately, it took several months and a manager’s resignation before the organization started shifting their tone. However, they have continued to grow over the years since, so I’d like to think I had a positive impact and played a small part in that!