Why Ethical Communications Matter More Than Ever in the Voluntary Sector
Social media, influence and finding purpose in communications
Over the weekend I sat down to watch Louis Theroux’s latest documentary exploring the “manosphere”. I wasn’t entirely sure I was going to be able to stomach it. I’d previously tried to watch the fairly recent Netflix hit Adolescence and found it extremely upsetting and deeply unsettling, especially as a mum of young boys.
Thankfully, we had the buffer of Louis Theroux himself: asking relatively few questions and leaving plenty of space for his subjects to fill the silence. As ever, that space allowed the egotistical characters he was interviewing to expose themselves through contradictions, conspiracy theories and ideas that were not only baseless but completely absurd.
The unsettling part isn’t necessarily the individuals themselves, as it was evident they are incredibly insecure individuals, but the number of young men and boys buying into the idea that these figures are role models offering “cheat codes” to escape some imagined oppression. In reality, they are capitalising on the vulnerability they claim to challenge. There are much bigger questions we need to be asking to explore this subject further: what has changed in society to create an appetite for this kind of content? How can we morally engage with platforms that feed our vulnerabilities and create space for misinformation and hate speech?
These are certainly questions I have been asking myself over the weekend, along with wondering how on earth I can protect my boys from buying into false perceptions of the world and instead teach them humanity.
The reality of social media algorithms
My initial gut reaction was to remove myself from social media entirely. To step away from the toxic spaces where this kind of rhetoric thrives, amplified by algorithms designed to keep us endlessly engaged and scrolling.
These platforms increasingly feed us information that reinforces our existing beliefs, creating echo chambers that can distort our sense of reality.
But of course, social media, and the wider digital world, isn’t inherently bad. The internet, technology and even AI (a bone of contention for many charities) can also be powerful forces for good. And the reality is by removing ourselves from these spaces only creates a bigger void for opportunists to fill with misinformation.
Why communications in the voluntary sector matters
Watching the documentary actually made me reflect on my own work. Rather than questioning whether I’m in the right profession, it reminded me why communications in the voluntary and community sector matters so much.
Every day, charities, community organisations and ultimately people are doing extraordinary work: tackling injustice, supporting people in crisis and building stronger communities and environments. Yet so much of this work happens quietly and often struggles to cut through the noise online.
That’s where strong charity communications and storytelling become vital.
Communicating what your purpose-led organisation does isn’t just about promotion. It’s about making sure the people who need support can actually find it. Clear, consistent communication can be the difference between someone accessing vital help or missing out entirely. It can lead to a crucial referral being made, inspire a donor to support your cause so you can sustain or expand your impact, and ensure your organisation is seen as a trusted voice that can challenge misinformation.
Using social media for good
In a digital world where extreme voices often dominate attention, sharing stories of compassion, resilience and community action, the good side of humanity, is more important than ever. We get enough of the bad through mainstream media.
Social media, when used well, can be a powerful tool for charities and community organisations. It helps them reach the people who need their services, build trust with communities and showcase the impact of their work.
Why I continue to work in voluntary sector communications
So while the documentary initially left me feeling disheartened about the online spaces we all inhabit, it ultimately strengthened my resolve.
Working in the voluntary and community sector, helping organisations communicate their values and amplify the good they do, has never felt more important.
Because if the internet can amplify the worst of us, it can also amplify the best.
If you work in a charity or community organisation and want to make sure your story is being heard, clear, ethical and purposeful communications can make all the difference.
It also made me reflect on something: how often do we stop to think about how the online spaces we spend time in shape the way we see the world? If you haven’t seen the documentary yet, I’d encourage you to watch it. Not to give these voices more attention, but because it highlights how easily extremism can become normalised in digital spaces. It also reminds us that we have an opportunity, and a responsibility, to counter that by filling those same spaces with empathy, truth and the best of what humanity has to offer.
I work with voluntary and community organisations to help them communicate their impact clearly and authentically, so the people who need their services can find them. Find out more about how I can help.