Non-Profit Leaders Can Help Revolutionize Local News

Photo by Sam McGhee on Unsplash

Non-profits are some of the first to spring into action and work at the epicenter of the problems our communities face, while working tirelessly to provide solutions. We’ve seen how non-profits have stepped up during the pandemic and every crisis that hits our communities. They help distribute not only services during these times, but are in direct contact with residents capturing and distributing information.

I’ve been fortunate to work with over 50 social impact and corporate social responsibility initiatives in multiple countries over the past decade. And one thing they all have in common is extensive domain knowledge and a 360º view of the issue they’re focused on. They know the who and what is involved in dissecting an issue and identified the hurdles that need to be addressed for progress.

Social impact organizations are focused on the biggest issues we face — affordable housing, climate change, gender equity, and racial justice— and some have built a legacy of working on behalf of their communities. They bring to the table voices that are not always heard. Their perspectives are critical to understanding root causes and cultivating empathy for the people impacted.

Celebrating YWCA South Florida’s 100 Year Legacy in working to eliminate racism and empower women. Produced by BRIDGE Miami.

Social impact organizations know how important it is to stay informed on what’s happening at all levels of government. A majority of the people they serve do not have the luxury of time, and even access, to stay on top of what is being passed legislatively. It falls on these leaders to stay up to date and articulate what is happening to their boards, staff, donors, and the people they serve.

Most people don’t understand what the issues are and the impact it has on everyone, because the language used at times alienates people into thinking it has nothing to do with them. There’s a big opportunity to empower these leaders and provide them with resources to communicate and distribute fact-based, story driven narratives across our cities.

Insight \| The Price of Living in Miami. More at: https://bridge.miami/categories/social-impact

Communities are often differentiated by location, economic class, and culture, but with gentrification, we are seeing these communities meld together. We have to think about how we can educate people * simply\* on the issues that are happening right in our backyards. People are also more likely to listen to someone they can identify with and has been seen within their communities.

When we dissect who is actually closest to the issues, it looks similar to a pyramid. I’ll call it for the sake of this article, the Awareness Pyramid. Non-profit leaders are the closest to the issues and the people it impacts.

The Awareness Pyramid — Nonprofit leaders are on the ground, in the heart of the issues we face.

I’m guilty of being in this ‘Unaware to Care’ category on some issues, because it currently takes a lot of work to stay informed and truly understand what’s going on. There has to be a better way to see what’s happening in our neighborhoods and cities, beyond the day to day weather and crime reports.

To reach all residents and truly meet them where they are, we need to use different communication tactics and provide content that can resonate with each level of the community. The way we reach each section of the pyramid is different, but the verbiage we collectively use should be inclusive, accessible, and fact based.

Our goal should be to make more people aware of what is happening around them and bring them into the conversation. Focusing on how we turn this_‘apathetic middle’_into an empathetic advocate is key to driving impact in our cities.

The great thing about passing the microphone and shining our camera lens on non-profit leaders is that they can inform and point people into the direction of how they can help. The current news landscape can be daunting and can have you walking away not fully understanding and feeling helpless. This is why so many people prefer to not keep up with the news. People with new found awareness can be empowered by seamlessly pointing them to how to get involved.

“Turning awareness into action is where non-profit leaders can lead the charge. We just need to give them the resources and platform to amplify them.”

Most non-profit organizations not only need financial support. They also need communication resources to reach more people. They need a chorus of informed residents speaking up on behalf of the issues and the ability to activate volunteers in the community. I believe strongly that the majority of the _‘apathetic middle’_ wants to help, and there’s data to back it up. Most people just don’t know what the issues are and where to go to contribute.

Part of our job in the media should be to amplify these social impact leaders and the work these organizations do day in and day out. We should be crafting content with their insight and utilizing them for more than a quick soundbite. We need to find new ways to reach people and educate the public with narratives lead by the community.

Non-profit leaders may find the solutions to not only solving the toughest issues our communities face, but also be instrumental in cultivating a well-informed society that is necessary for our democracy.

I’m the co-founder of BRIDGE Networks, and we’re setting out to build the bridge to local connection on your phone and TV. We’re committed to building infrastructure that serves cities, connects communities, and stimulates our local economies. As we build, we want to be good stewards and partners in the communities we serve. BRIDGE Miami is our first network and available on Apple TV, Firestick, Roku, and via web browser.

We know that non-profits don’t always have the resources for marketing and communications. We’ve created the Amplify Miami Program (AMP), which is BRIDGE Miami’s media co-op for social impact organizations operating in South Florida. We provide media services for non-profits that have limited resources to help capture the narratives, illustrate the issues, and show the collective impact in the city.

Our objective with AMP is to have a collective effort around messaging to drive awareness and real change in Miami. We’ve worked with organizations all over South Florida that are working on solutions for affordable housing, music access, and racial justice.

If you know any non-profits serving South Florida, please have them fill out this survey, so we can connect with them.

**Thank you for reading! And if you’re obsessed ( \*passionate\*) about media and excited for the future of video platforms like I am, here are more articles I’ve written:**

If Quibi Was Ran By This Black Woman… Businesses Have Been Duped By Social Media