The Charity Comms Edit: Issue 05
It's been a a heavy couple of weeks for the sector, hasn't it?
Papyrus - the UK's dedicated young suicide prevention charity - suddenly closed last month, just days before World Suicide Prevention Day. My heart goes out to the staff and everyone who relied on that service - a real loss to the sector.
In the same month, we got the news that Reach Volunteering aren't closing after all - a glimmer of hope amongst all the sadness.
One of the things I love most about the charity sector is that we never stop showing up for each other. We care about more than just the people we support - we show up for our own too, especially when things go wrong. Which is maybe why I care so much about getting comms right. It's not just words and messaging - it's one of the ways we actually show up for people.
Make it count: Black History Month
Black History Month started yesterday. Before you plan a single post, ask yourself: do your Black staff feel represented and celebrated the other eleven months too - or just this one?
It's a question I've had to sit with myself, especially with the backdrop feeling heavier this year than most. I've written up some thoughts on where to start if you want to mark this month properly, not performatively.
Sector spotlight: Facebook's new link limits
Meta is rolling out changes that limit external links on Facebook - worth a proper read if your charity leans on organic Facebook traffic for donations, sign-ups or event bookings.
This could reshape your entire social strategy, not just your content style.
Comms that caught my eye: RNLI holds its ground
RNLI faced a hate campaign this September - volunteers called "traitors" for rescuing people in the Channel, protests at their bases, told to stop wearing their own branding for safety. They didn't go quiet, and they didn't get drawn into the politics either. Their CEO was direct: "illegal immigration is a political issue; the RNLI exists to save lives at sea" - backed by one fact that cut through the noise: of over 9,000 lifeboat launches in 2025, only 1.2% were to people in distress in the Channel. The matching social post spread fast, reshared widely including by high-profile supporters.
The lesson? When your mission gets dragged into a fight you didn't start, the simplest response wins: say who you are, back it with one undeniable fact.
Try this: Facing bad-faith criticism? Skip the long statement. Find the one number that kills the loudest false claim, build a sharable post around it.
What I’ve been reading lately
When sub-brands break the brand (CharityComms)
Emma Shore, Head of Brand Strategy at The Salvation Army, on what happens when a charity's sub-brands drift from the parent identity, and what it costs in trust.
11 charity podcasts to listen to (Smiley Movement)
Some good listens for your commute (or dog walk!)
A complete guide to charity websites (Charity Digital)
Whether you're planning updates or just want to check you're following best practice, this covers the lot: accessibility, structure, what to prioritise. (Warning, it's a long one!)
October's a funny one - the clocks are about to change, the year suddenly feels like it's tipping toward its last stretch, and for a lot of us that brings a weird mix of "get everything done" energy and wanting to hide under a blanket.
Whichever one you're feeling this week (or both, no judgement) - I see you. Go make a cup of tea and let it be enough.
Speak soon,
Abi
