What charities can learn from populism

Let's be honest, the very word 'populism' often makes us wince. It conjures images of division, of shouting, of over-simplification. But what if charity leaders could learn from its raw power to connect and mobilise, without compromising our values?

This isn't about adopting divisive tactics. It's about understanding how populist communication works - its ability to simplify, to create a clear 'us vs. them' (where 'them' is the problem, not people), to foster a deep sense of belonging, and to stir genuine emotion. By carefully, ethically, and pragmatically applying these insights, charities can move from simply reacting to challenges to proactively building powerful, resilient movements for change.

What Populism Really Is

When we talk about populism, we're looking at a political approach that essentially says: there's 'us', the good, ordinary people, and then there's 'them', the out-of-touch, often corrupt, elite. It's a simple, potent division that resonates deeply. It's not a fixed ideology, but more like a lens through which different political ideas can be viewed (Mudde, 2004; Laclau, 2005). Think about it:

• It's a clear divide: Society gets split into 'the pure people' and 'the corrupt elite'. No grey areas.
• It's anti-establishment: There's a strong sense of pushing back against the powers that be, whether that's politicians, big business, or even the media.
• It claims to speak for everyone: Populist leaders often say they're the only ones who truly understand what 'the people' want. It's a powerful claim.
• It's often led by a strong voice: There's usually a charismatic figure who connects directly, emotionally, with their followers.
• It simplifies things: Complex problems get boiled down to easy-to-grasp narratives, often with straightforward, emotional solutions.

Why It Works: The Human Connection

So, why does this approach cut through the noise? It taps into something very human:

• We all want to belong (Social Identity Theory): We feel good when we're part of a group, especially one that feels 'right' and 'good' (Tajfel & Turner, 1979). Populism is brilliant at creating that strong 'us' - a tribe fighting for a shared cause. When we feel part of something bigger, we're more likely to act.
• Stories move us (Narrative Transportation): Facts and figures are important, but a good story? That's what truly transports us, makes us feel, and changes our minds (Green & Brock, 2000). Populism excels at crafting simple tales of struggle, heroes, and villains. It's far more compelling than a dry policy brief.
• Emotions drive action (Emotional Motivation): Let's face it, we're not always rational. Feelings like anger at injustice, fear for the future, or hope for change are incredibly powerful motivators (Lerner et al., 2015). Populism harnesses these emotions, directing them towards a clear target - a problem, an obstacle, a perceived 'enemy'.
• One person's story matters (The Identifiable Victim Effect): It's a strange truth, but we're often more moved by the plight of one individual than by statistics about thousands (Small et al., 2007). Populism understands this, often personifying abstract problems through the struggles of an 'everyday person'. It makes the issue feel personal, urgent, and solvable.

Fundraising with Purpose: Learning from Populism

Now, how can we, as charity leaders, take these powerful communication tools and use them for good? It's about transforming our fundraising from a simple transaction into a genuine movement.

Crafting a Story That Unites

• The populist way: They simplify, creating a clear 'us vs. them' narrative (e.g., 'the common person' against 'the corrupt elite').
• Our way: Let's frame our cause with a clear 'us' - that's our charity, our incredible team, and most importantly, our supporters – all fighting together against a tangible 'them' - the problem itself. This isn't just asking for money; it's inviting people to join a shared struggle.
  • Instead of: "We are seeking funding for our literacy programme."
  • Try: "Big corporations and underfunded systems have left millions of children behind. We, the community, are stepping up to fight illiteracy and give every child the future they deserve."

Naming the Challenge

• The populist way: They point to a clear 'enemy' ('the swamp,' 'globalists,' 'the 1%') that people can rally against.
• Our way: Our 'enemy' is the very problem our charity exists to solve. Let's give it a face, make it something people can feel frustrated by, and then empower them to fight it with us.
  • For a climate charity: The enemy isn't just 'climate change,' but the 'polluters and corporate greed' that actively harm our planet.
  • For a health non-profit: The enemy isn't just 'cancer,' but the 'indifference and lack of funding' that slows down research and treatment.

Making Every Supporter a Hero

• The populist way: Leaders position themselves as outsiders, speaking for the forgotten, empowering the 'common person'.
• Our way: Let's celebrate every single donor, no matter the size of their gift. Make them the hero of our story. Emphasise that their collective action creates real, tangible impact. It's about empowering, not just asking.
  • Messaging: "You don't need to be a billionaire to change the world. Your gift, combined with thousands of others, creates a powerful force that the 'big guys' can't ignore."

Speaking Plainly, From the Heart

• The populist way: They bypass traditional channels, speaking directly, urgently, and without jargon.
• Our way: Let's ditch the formal, grant-speak language in our public appeals. Let's be direct, personal, and authentic. Use simple sentences, powerful words, and write as if we're talking to one person, not a committee. Create a sense of urgency, because often, the time to act is now.

Building a Community, Not Just a List

• The populist way: They create a strong 'tribe' identity through shared symbols, events, and exclusive groups.
• Our way: Let's cultivate a 'donor tribe'. Give our supporters a name, a shared identity. Make them feel part of something special, a movement they belong to.
  • Example: "You're not just a donor; you're a Guardian of the Rainforest" or "a member of the Cancer-Fighting Frontline."
  • Offer branded merchandise - not just as a thank you, but as a badge of honour, a way for them to visibly show they're part of our movement.

Real-World Impact: Charities Embracing These Ideas

It's inspiring to see how some non-profits are already, perhaps instinctively, using these powerful communication tactics:

charity: water

This organisation is a masterclass in how to mobilise people. They've built a movement, not just a donor base.

• Simple, clear story: Their mission is crystal clear: end the water crisis. 'Dirty water' is the villain, and clean water is the hope.
• Donor as hero: Their 'Birthday Project' empowers individuals to become fundraisers. It's all about you making a difference.
• Building a tribe: They have a strong, appealing brand. Their 100% transparency promise (all public donations go directly to projects) builds immense trust, reinforcing that 'us' (donors and the organisation) are united against 'them' (the problem).

PETA (People for the Ethical Treatment of Animals)

PETA is known for its bold, often controversial, campaigns. They certainly know how to get attention and mobilise their base.

• Clear 'enemy': PETA's campaigns almost always point to a clear villain – the fur industry, factory farms, companies that test on animals. It's a stark 'us' (animal advocates) versus 'them' (animal abusers).
• Strong emotions: They use powerful, sometimes graphic, imagery to provoke strong emotional reactions. It's effective at grabbing attention and galvanising their supporters.
• Creating an identity: Supporting PETA is a clear statement of identity. Their campaigns, while polarising, solidify the loyalty of their core supporters.

Political Campaigns (A Direct Parallel)

While not charities in the traditional sense, political campaigns are perhaps the most direct example of these principles in action. They are masters of mobilisation.

• Urgency and mobilisation: Political campaigns are brilliant at creating a sense of urgency with constant deadlines and calls to action. They make volunteers feel absolutely essential.
• Personalised messages: Modern campaigns are incredibly sophisticated at tailoring messages to specific groups, making appeals feel personal and relevant.
• Multi-channel approach: They use every channel - social media, email, direct mail - to keep their message front and centre for supporters.

UK Refugee Charities: Reclaiming the Narrative

This is where it gets particularly challenging, and particularly important. UK refugee charities operate in a tough environment, where the narrative around refugees is often hostile. Applying these populist communication techniques here isn't about being divisive; it's about building empathy and solidarity.

Where We Are Now

Most UK refugee charities, like the Refugee Council, do incredible, compassionate work. Their communications reflect this, but often fall into familiar patterns:

• The 'Humanitarian/Victim' Frame: This is often the dominant approach. It focuses on the suffering of refugees, using individual stories to evoke compassion. It's effective for direct fundraising – 'Your £10 can provide a warm blanket'. But, and this is a big 'but', it can inadvertently make refugees seem powerless, lead to 'compassion fatigue', and is easily countered by hostile narratives like 'We can't take everyone'. It doesn't really challenge the 'us vs. them' frame; it just asks 'us' to be kinder to 'them'.
• The 'Positive Contribution' Frame: This approach highlights the economic and cultural contributions refugees make to the UK. It's a good counter to economic arguments against immigration. However, it risks creating a 'good refugee' versus 'bad refugee' idea, where a person's right to safety is linked to their perceived usefulness.

The Challenges We Face:

• Reactive, not proactive: Our communications often feel like we're responding to government policies, rather than setting the agenda ourselves.
• Who is 'us'? The 'we' in our messages often feels like it refers to the charity itself, not explicitly including the supporter in a shared movement.
• Vague 'enemy': When we talk about 'the asylum system' as the problem, it's abstract. It doesn't have the motivating power of a more defined antagonist.
• Transactional asks: Our calls to action can feel like a simple request for money, rather than an invitation to join a powerful, shared fight.

Practical Steps for a Stronger Voice

So, how do we ethically adapt these insights? It's about shifting our narrative to be more powerful and resilient:

Reframe the 'Us vs. Them' Story

Let's stop accepting the 'UK public vs. Refugees' frame. We need a new, unifying story:

• The New 'Us': That's the vast majority of decent, fair-minded British people who believe in compassion, justice, and doing the right thing. This 'us' includes our charity, our supporters, and the refugees themselves – all united by shared values.
• The New 'Them' (The 'Enemy'): This isn't a group of people. It's an abstract concept or a system that is cruel, unjust, or simply inefficient.
  • Think about it: "Most of us believe in kindness. But a cruel, inefficient, and astronomically expensive asylum system is failing everyone. It's time for a system that is fair, fast, and humane."

Make Our Supporters the Heroes

Let's position our supporters as the heroes, fighting alongside us against the 'establishment' or the problem.

• Current messaging: "Help us support refugees."
• A more powerful message: "The government is spending £8 million a day on a broken system. You, with your £10 donation, are doing what they can't: providing real, effective support and showing the world what British compassion really looks like. You are the real solution."

Speak Simply, Directly, and with Emotion

Let's drop the jargon and policy-speak. Use clear, powerful, and value-laden words.

• Instead of: "We advocate for the reform of asylum processing to improve efficiency and outcomes for applicants."
• Try: "The system is broken. It's slow, cruel, and wastes your money. We're fighting for something better."

Build a Strong Community Identity

Let's give our supporters a name, a sense of belonging to a movement.

• Imagine a campaign: "The Welcome Guard" or "Fairness First."
• The message: "You're not just a donor. You're part of The Welcome Guard – a movement of thousands of Brits who are standing up for fairness and pushing back against the politics of fear. Here's your digital welcome pack and a sticker for your window to show you're part of the movement."

This shifts the debate from 'charity for them' to a 'movement for all of us'. That's a far more powerful and resilient position in today's world.

Walking the Tightrope: Ethics and Integrity

Now, this is crucial. Using these powerful communication tactics means we must be incredibly mindful of our ethics. It's a tightrope walk, but one we can manage with integrity:

• Never dehumanise: Our 'enemy' is the problem – cruelty, injustice, a broken system – never other people or groups. We must always distinguish between criticising policies and attacking individuals.
• Stay true to the facts: While we simplify our messages, they must always be truthful. Our emotional appeals must be built on verifiable facts and our real impact. We can't afford to mislead.
• It's about the cause, not the leader: The movement must always be about the cause and the people we serve, not about a single charismatic leader. The focus is on the collective effort of our donors and the positive change we're achieving together.
• Nuance still matters (internally): While our external communications might be simplified for impact, our internal strategy and policy discussions must retain all the necessary complexity and nuance.
• Weigh the risks: Adopting a more direct, 'us vs. them' narrative might alienate some traditional supporters. We need to weigh this risk against the potential for greater mobilisation and narrative control. It's a strategic decision.

The Path Forward

So, what next? By understanding and ethically applying the core communication mechanisms of populism – crafting clear narratives, identifying common 'enemies' (the problems we face), championing our 'everyday' supporters, using direct language, and fostering strong in-group identities – we, as charity leaders, can significantly boost our fundraising effectiveness and narrative power.

For UK refugee charities, this approach offers a clear path. It's a way to move beyond reactive messaging, to build a more resilient and proactive movement, and ultimately, to make an even greater impact for those who need us most.

What do you think? Are we ready to embrace this challenge and lead with a bolder, more unifying voice?

References

• Laclau, E. (2005). On Populist Reason. Verso.
• Lerner, J. S., Li, Y., Valdesolo, P., & Kassam, K. S. (2015). Emotion and Decision Making. Annual Review of Psychology, 66, 799-823.
• Mudde, C. (2004). The Populist Zeitgeist. Government and Opposition, 39(4), 541-563.
• Small, D. A., Loewenstein, G., & Slovic, P. (2007). Sympathy and Callousness: The Impact of Deliberative Thought on Donations to Identifiable and Statistical Victims. Organizational Behavior and Human Decision Processes, 102(2), 143-153.
• Tajfel, H., & Turner, J. C. (1979). An Integrative Theory of Intergroup Conflict. Advances in Experimental Social Psychology, 13, 7-47.