This week, I had a discussion with a web designer who's been designing websites for nonprofits for 15 years. One of the questions I asked him was, how often does a nonprofit need to update its website? His answer was that in days gone by, you would look at a website refresh every five years. But nowadays, you need to be working on your website and refining it consistently to remain up-to-date.
This got me thinking about nonprofits’ approach to messaging and how we often do our messaging work and then leave it on the shelf for five years before we touch it again. Messaging really needs to be always-on in today's era. We must constantly refine our messaging, understand our audiences, and stay attuned to the world we live in.
The upcoming Australian elections provide us with a unique opportunity to assess what is at the forefront of Australians’ minds. This presents the perfect moment to evaluate our messaging and ensure its relevance.
While the upcoming Australian election may not be as monumental a shift as the recent U.S. presidential elections, there are still valuable lessons for communications professionals. The expectations around messaging, communications, and advocacy can shift rapidly. Nonprofits, particularly in the aid and development space, have found themselves asking: how do we communicate with the new government? How do we speak their language? How do we advocate for funding? And how do we capture their attention?
These advocacy and communications professionals are now navigating how to communicate effectively in this evolving cultural moment. While Australia is far from experiencing the extreme political polarisation seen in the United States, faith-based organisations can still learn from how U.S. nonprofits have adapted to shifting political landscapes. The key is to adjust messaging to the cultural moment without compromising core values. This is the essence of staying relevant.
With an Australian federal election on the horizon and the cultural moment it represents, Christian charities and nonprofits must consider how to adapt their communications and advocacy efforts to remain impactful into the future.
Here are a few ways your communications team can refine messaging and advocacy strategies to ensure your organisation stays relevant in a changing cultural moment.
Every election cycle and major political shift brings new priorities, concerns, and public sentiments. Take the time to assess what is shaping public discourse and political decision-making. What are people talking about? What are the key concerns for Australians leading into this election? Messaging that aligns with the current cultural moment — while staying true to your mission — will be far more effective than generic or outdated narratives.
The way issues are discussed in public and political arenas changes rapidly. Terms and phrases that resonated five years ago may no longer carry the same weight — or may even be counterproductive. Pay attention to how political leaders, journalists, and thought leaders are framing issues, and adjust your messaging to ensure it connects with the current conversation. This doesn’t mean compromising your core values but rather making sure your words reflect the moment people are living in.
People are moved by stories, not just statistics. In a rapidly changing cultural moment, ensure your communications highlight personal stories that bring your mission to life. How is your organisation making a difference in the very issues Australians care about right now? Use storytelling that speaks to the present concerns of policymakers, donors, and the communities you serve.
Political and cultural priorities shift, and so should the way your organisation advocates for its cause. What worked in the past might not work now. Instead of assuming that government leaders already see the value of your work, reframe your advocacy to clearly connect your mission with their current policy priorities.
As seen in the U.S. elections, younger leaders and decision-makers are playing an increasingly significant role in government. This shift means that traditional ways of lobbying and advocacy may no longer be as effective. Ensure that your organisation is engaging with younger political leaders, digital-first communicators, and new influencers in the policy space. These are the people shaping future narratives and funding priorities.
Cultural moments change fast, and organisations that are too slow to adapt risk losing relevance. Ensure that your communications team has the agility to refine messaging quickly based on new developments. Whether it's a major policy shift, a public debate, or an emerging crisis, be ready to pivot your messaging to remain part of the conversation.
Elections are more than just political events; they are cultural moments that reveal shifts in public sentiment, policy direction, and national priorities. For Christian charities and nonprofits, the challenge is not just to be heard but to engage meaningfully in ways that resonate with decision-makers and the communities they serve.
By refining your messaging to reflect the current cultural moment, your organisation can remain relevant, build stronger relationships with policymakers, and ensure its mission continues to make a lasting impact. In a rapidly evolving world, the ability to adapt and communicate effectively is not just beneficial, it is essential for long-term success.
By Andrew Marsh, Regional Director, Australia at Jersey Road
With decades of experience in journalism, advocacy and communications, our team knows what it takes to craft campaigns that can have a lasting impact.
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