📚Crafting Your Personality into Your Communications

Welcome Back! 👋🏼

To kick off the year, we talked about rebuilding our communications foundations for the tectonic shifts that are happening in our media and tech realities. It’s easy to focus on the data or the latest technique to get boosted on a platform, but that doesn’t always help with your long-term success and it's often frustrating.

Why not have a little more fun in your communications, while planning for the future? So much of what makes a good communications strategy is setting the foundation and then playing with the content that sits on top. This week, we touch on envisioning your communications personality to build deeper connections with the audience and have fun while doing it. Read on for more...

On Tap This Week
🔬 Bring Personality into Your Messaging
🌱 Hue’s inclusive language guide
🌱 Gen Z’s changing tech behavior
😹 Some non-profit leadership humor
🧰 Resource: Content strategy & calendar hub

Think back to when you were a kid. What was a brand that you loved? Maybe it was Disney’s magical stories that got you, you really related to the Red M&M, or maybe you just really want to share a Coca-Cola with a polar bear.

Regardless of the brand, you most likely love that brand because you felt something when you thought about it. You felt happy or sentimental or some emotion that your brain likes. Our brains are wild! But at the end of the day, these are for-profit companies that use storytelling to evoke emotions that lead to behavior changes (in this case, buying the product).

So my biggest question is if big brands like Clorox and Apple can have a personality, then why can't our movements and organizations have strong personalities that use feeling to connect?

🌺 Flowering & 🍋 Fruitful Member Zone

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• 📚 A Common Language: Inclusive Writing Guide - A friend of mine passed along this short guide on how to write concisely while staying inclusive.
  • 🤓 The Root 🌱 - slight shifts in our language can better illuminate the historical discrimination or systemic barriers that hold back the global majority. Language helps us shape culture and shift society towards equality.
• 📚 TikTok Beats Google with Gen Z - TikTok’s algorithm is besting more than just Mark Zuckerberg. Gen Z now prefers its search over Google.
  • 🤓 The Root 🌱 - Google’s search quality suffering, TikTok’s personalization, and the rising distrust of the news and institutions are all factors. This behavior change will likely cause advertising reach to be spread across more platforms.
• 🎬 #CorporateErin and #Nonprofitboss - A little laugh. "Rats don't work here. We can't have ERGs for people who don't work here" 🤣
  • 🤓 The Root 🌱 - I love this creator! 🤣 Lisa Beasley brings such a hilarious take to that one nonprofit boss we all know.

Built in Notion, our new 2024 Content Strategy microsite is custom-built for non-profits, grassroots organizations, and campaigns to create and activate a strategic content plan that reaches your goals.

And that's a wrap on this week’s newsletter! We hope you found this newsletter helpful in your work. If you have any topics you want covered or have any questions, please reach out to let us know.

In Solidarity,
Sam Chavez
Roots of Change Founder

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🌱 about the roots of change agency

The Roots of Change Agency was founded to support nonprofits, campaigns, and activists to avoid burnout and tell empathetic stories to cultivate connections that empower social change. We were founded in 2020. Learn more.

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