In 2025, social organizations face a critical challenge: communicating effectively in a digitalized and information-saturated world. We created this blog to help you learn about the organizational communication trends that will shape the year and help you connect with audiences, build trust, and achieve impact.
A study by Nonprofit Tech for Good, published in 2024, found that 74% of participants are more inspired to donate and get involved in causes through digital channels, especially social media (29%), and of those, the ones that generate the most trust are Facebook (56%) and Instagram (20%). After social media, the channel that mobilizes the most is email (27%), which is why organizations should focus their efforts this year on creatively using networks and technology to maintain their positioning.
Here are the trends and tips on how to implement them effectively.
Get ready to discover the 10 NGO communications trends that will help you succeed!
1. Be Authentic and Truthful
In a world of hyper-information and fake news, authenticity and trust are fundamental values for creating impact with your audiences. Maintaining them is critical to building close, direct relationships focused on supporting your actions.
One of the most effective ways to do this is to support your messages with data, scientific evidence and testimonials from trusted sources, authoritative voices of experts or institutions that can back up your messages.
Data is a valuable tool for adding strength and credibility to your message and arguments. The key to using it is to weave it into interesting stories that bridge the rational and the emotional. If you want to know how to do this, check out our blog "How to improve the impact of your advocacy and awareness campaigns".
Taking advantage of this trend will help you to promote your cause, to connect with your audience and to amplify your messages.
2. Artificial Intelligence (AI): Hyper-Personalized Communication for Organizations
AI has many capabilities, including one that has been little explored: hyper-personalization. This capability allows you to segment audiences and create personalized messages at scale while maintaining intimacy. Implementing some technological tools will make it easier to connect with different audiences and allow you to speak to each person individually. Here are a few examples of tools you can use:
Chatbots: Provide 24/7 personalized attention, answer frequently asked questions, and guide users, allowing them to resolve doubts immediately. According to a HubSpot study, about ⅔ of people who post on digital channels expect a response in less than 10 minutes. You can use this preference to your advantage by using chatbots for your website or enabling auto-response options on your social networks, so you don't miss any opportunity for contact or support.
Analyze data: Platforms like Google Analytics allow you to understand audience behavior and segment campaigns. By analyzing the data, organizations can learn how well their campaigns are working to raise funds, what donors want, and what is happening in the world of philanthropy. This information helps them make better decisions for greater impact. AI plays a critical role in measuring the effectiveness of campaigns. It allows advertisers to evaluate not only the visibility of an ad, but also deeper aspects such as user interaction, the emotions it evokes, and message retention. These elements are closely related to neuromarketing, a field that is becoming increasingly important in modern advertising.
Content Creation: Tools like Jasper.ai help you create optimized content for different audiences. An IAB report highlights how artificial intelligence is revolutionizing personalization by making it possible at scale and in real time. Thanks to data analytics and geolocation, AI not only drives the creativity and efficiency of global campaigns, but also facilitates the creation of synthetic content such as images, videos, and even hyper-realistic virtual avatars that act as influencers. The report also warns of the importance of harnessing the creative potential of AI, but also of the ethical implications, such as the need to protect and authenticate real content.
At Colmena Lab, we have a team dedicated to AI, and we are constantly learning about new technologies and their ethical use. Thanks to this, we have improved our data analysis and the creation of specialized content.
Currently, Artificial Intelligence plays an important role in our workflow, helping us to complement and strengthen our ideas and campaigns in the creation of content, images, ideas and even scripts. However, AI is just a tool. It needs to be trained and data needs to be provided for its work to be reliable.
Don't forget that the success of the content, document or video will be determined by your experience and knowledge.
Remember: AI is a powerful tool, use it with responsibility and transparency!
3. Purposeful Storytelling for Organizations: Narratives that Move, Inspire, and Position
Storytelling is a powerful tool for organizations, as it allows you to connect with audiences on an emotional level, inspire action, and position your cause at the center of public debate. It’s not just about telling stories, but about building narratives that resonate with the audience's values and generate a sense of involvement.
How can we use storytelling for the positioning and involvement of actors?
Define your core message: What do you want people to remember? What is the change you seek to generate? Your story should revolve around this message.
Identify your audience: Who are you addressing? What are their interests and values? Adapt the language, tone, and communication channels to your target audience.
Create a conflict: Every good story needs a conflict to overcome. This conflict can be the social problem you address, the obstacles your organization or your cause faces, or the challenges faced by the beneficiaries of your projects.
Use different formats: Experiment with videos, podcasts, blog articles, social media posts, and other formats to reach different audiences.
Be authentic: Authenticity is key to building trust. Share real stories, genuine testimonials, and reliable data.
In 2024, at Colmena Lab, we wrote a Storytelling piece about the forest fires and drought that devastated the region, which included updated data by region and country, as well as quotes from leaders of Indigenous Peoples organizations. Thanks to this story, we reached a potential of 125 million reads in 23 countries and 4 languages.
4. Responsible Communication for NGOs: Transparency and Consistency
In a world of conscious audiences, authenticity is key for organizations. People care that their actions reflect their values.
Trust, the most valuable resource, is built with responsible communication. 86% of consumers prioritize authenticity when choosing brands (Stackla).
What does it mean to be an authentic organization?
Consistency: Align actions with communication. If your organization promotes sustainability, it should reflect this value in its daily operations. Consistency builds credibility and long-term trust.
Transparency: Be honest about the challenges, mistakes, and processes. Share financial information, show the real impact of donations, and be open to dialogue with the community.
Social Commitment: Demonstrate a genuine commitment to the cause you defend. Go beyond words and carry out concrete actions that generate a positive impact on society.
Emotional Connection: Create an emotional connection with the audience through real stories, moving testimonials, and shared experiences. Humanize the cause and make people feel part of the change.
At Colmena Lab, we work with the GTI PIACI to amplify their campaign "The Right to Exist," which seeks to promote the protection of the rights of Indigenous Peoples in Isolation and Initial Contact. The key was to build a transparent narrative aligned with their struggle, avoiding empty speeches, and always taking into account the voices of the Indigenous Peoples organizations and civil society that make up the GTI PIACI.
5. Immersive Experiences: Connecting with Reality
Virtual Reality (VR) has the potential to have a significant impact on awareness and action around social and environmental issues. VR's ability to evoke empathy through virtual experiences allows people to emotionally connect with issues and understand them on a deeper level.
In 2023, at Colmena Lab, we worked with the Sotz'il Association to design, produce and install an immersive virtual reality experience that captures the experiences of three Latin American countries regarding the results of the implementation of the FCPF program for indigenous peoples and local communities in Latin America.
Make your audience live the experience!
6. Podcasts and Micro-Influencers: Amplifying the Message and Humanizing Organizations Causes
In the digital environment, podcasts and micro-influencers help NGOs connect with audiences, amplify their message, and humanize their cause.
What is a podcast?
A podcast is an audio or audio and video content format that is distributed through digital platforms, allowing users to listen to it at any time. Its versatility makes it a powerful tool for sharing stories, educating, inspiring, and connecting with audiences in a close and authentic way. Ideal for organizations that seek to humanize their message and generate impact through deep and accessible narratives.
At Colmena Lab, during 2023, we launched a podcast project called "Late Latinoamérica," which explores and delves into the different realities, cultures, and problems of Latin America. This space seeks to delve into issues related to energy transition, extractivism, mega-infrastructure projects, and all development initiatives that endanger communities and nature. The promotion and defense of defenders of forests, water, territories and communities is also a priority.
What are micro-influencers?
People with small communities (1,000-100,000 followers) but who are very engaged. They stand out for their authenticity, closeness, and high engagement, making them ideal for specific audiences. Among the outstanding benefits of working with them, the most important are:
Authenticity and Trust: They generate credibility.
Specific Niche: They connect with specific audiences.
High Engagement: They have more interaction than the big influencers.
Cost-Effectiveness: They are more accessible for campaigns.
Collaborating with micro-influencers is an effective, accessible, and high-impact strategy for amplifying the message of your cause.
Dare to explore the power of podcasts and micro-influencers to amplify your NGO's message!
7. Verification Journalism and Media Education for Organizations
Organizations have a key role in the fight against disinformation. 86% of Americans say they are concerned about disinformation (Source: Pew Research Center).
Examples:
Create guides to identify fake news.
Organize media literacy workshops.
Take your stories with data to reliable media outlets.
With good Storytelling, you can position your cause in mass, reliable, and prestigious media outlets. This year, at Colmena Lab, we took many of our partners' causes to international media. One example was the Summit for Yasuní, organized by the Waorani Nationality. The struggle of this Indigenous People in Initial Contact in Ecuador was positioned and covered in 14 countries.
Fight disinformation!
8. Micro-virality on social media and short videos, digital communication for Organizations
Short videos on TikTok and Instagram reels create awareness and inspire action. 93% of TikTok users say they have discovered new brands or products on the platform.
Examples:
Videos with powerful data about the issue.
Challenges or trends related to the cause.
Create viral content!
This year, Colmena Lab was able to spread the message of "Amazon Warriors" to nearly 400,000 people through transmedia thanks to a video.
9. Personalization at scale: Stories that connect
NGOs can use personalization at scale to connect with their audiences and mobilize their support. It combines the power of data with the art of storytelling to create powerful messages.
How?
With data: Gather information about your audience (interests, motivations, engagement levels).
Segmentation: Divide your audience into groups with similar interests.
Personalization: Tailor your messages and stories to each segment, using relevant language and tone.
Storytelling: Share real stories that demonstrate the direct impact of supporting your cause.
Calls to Action: Personalize calls to action for each group.
Automation: Use tools to send personalized messages at scale.
Personalization at scale enables NGOs to build strong relationships, inspire action, and create meaningful impact.
10. Experiencias Omnicanal: Integrando lo Físico y lo Digital
In today's world, organizations need innovative strategies to achieve their goals, whether it's raising money, influencing public policy, or creating social change. The key is to create omnichannel experiences that integrate the online and offline worlds to create a deeper connection with your audience.
What does that mean for your organization?
Imagine that someone learns about your organization through a video on social media. Motivated by the story, they visit your website for more information and sign up for your newsletter. They then receive an email inviting them to an in-person event, where they can use an app to make a donation or sign a petition in support of your cause. This integration of channels creates a fluid and engaging experience that encourages participation.
Benefits of an omnichannel strategy:
Greater reach: Connect with your audience across multiple touchpoints: social media, website, email, in-person events, etc.
Stronger connections: Deliver a consistent and personalized experience that builds long-term relationships.
Increase engagement: Facilitate participation through multiple channels, whether it is donating, signing petitions, attending events, or sharing content.
Greater efficiency: Optimize resources by integrating your communications, fundraising, and advocacy strategies.
Specific examples include:
Fundraising:
QR codes on printed materials that link to online donation forms.
Crowdfunding platforms integrated with social media to promote campaigns.
In-person events with digital donation options through apps.
Political Advocacy:
Email marketing campaigns targeting decision makers with key information and calls to action.
Online petitions promoted on social media to mobilize citizen support.
Hybrid events that combine in-person and online participation to generate debate on relevant issues.
Creating currents of opinion:
Interactive multimedia content (videos, infographics, games) to raise awareness of your cause.
Online discussion forums to facilitate the exchange of ideas.
Working with influencers to amplify your message on social media.
Remember, 73% of people use multiple channels to make decisions (source: Harvard Business Review). Make sure your organization is present at every step, providing an experience that inspires people to get involved with your cause.
By integrating fundraising with policy advocacy and opinion building, your organization can create greater social impact.
Use technology to your advantage and create omnichannel experiences that connect with your audience in meaningful ways.
Colmena Lab: Your ally in communicating for social impact
Organizations that embrace these trends will increase their impact and strengthen their connection with key audiences. At Colmena Lab, we combine strategy, creativity and technology to help organizations get their messages out more effectively.
Want to boost your communications in 2025 with these trends?
Contact us.
We offer strategic consulting, campaign design, multimedia content creation, social media management and results analysis to help your organization succeed.
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