Shifting Communication Strategies for Inclusive Engagement
The Community Table of Rockbridge is a local non-profit dedicated to addressing food insecurity in rural areas. Personal connections and knowing our primary audience’s preferences or barriers were crucial for promoting events. While traditional communication channels like newspapers, social media, and websites were effective for recruiting volunteers and some local diners, they fell short in reaching our primary patrons who often lacked access to these channels.
Challenge:
Our target audience resided in very rural areas and faced financial barriers to accessing conventional communication platforms. Additionally, there was a prevailing skepticism towards "outsiders," making it difficult for these communities to accept help from unfamiliar sources.
Solution:
By engaging deeply with our audience and actively listening to their needs and concerns, we learned that human connection was paramount. In response, we established a word-of-mouth channel utilizing local area ambassadors. These ambassadors, familiar and trusted within their communities, personally reached out to promote events and services available through The Community Table.
Impact:
The implementation of this grassroots communication strategy led to a significant uptick in attendance at our weekly meals. The human connection and relationships built through this approach were crucial in creating a trusted and effective communication network. By leveraging the power of local ambassadors, we were able to bridge the gap between our services and those in need, ensuring that our message reached even the most isolated members of the community.
Outcome:
This initiative not only improved attendance but also strengthened community ties and trust in The Community Table. The success of this strategy underscored the importance of understanding and engaging with our audience on a personal level to effectively communicate and deliver essential services.