How to speak to your communities about climate change

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The climate crisis is increasingly impacting lives across the world. From communities impacted by flooding in Pakistan in 2022 to holiday makers to Southern Europe caught in devastating forest fires, concerns around the environment are a very real danger for many.

 

While environmental charities have a mission to raise awareness of climate change, every charity has to play an active role, especially when talking to communities about how they can help the planet. But recent evidence shows that many charities, including green non-profit organisations, are struggling to get their message heard. And there is concerns that charities are talking the talk but not taking meaningful action when it comes to saving the planet.

 

Promoting green messaging to the private sector is a particular challenge. Newton Investment Manager published a survey in October 2022 that found just 29% of charities are excluding fossil fuels from their investment portfolios and research published in September 2022, by C&E Advisory Services, found only a quarter of businesses believe charities have effective environmental, social, and governance (ESG) plans in place.

 

A report by Investor Update in December 2022 added more concerning evidence. One charity representative surveyed said that “the level of ESG knowledge maturity is very low among charities compared to corporates” adding that “ESG is seen from a very basic lens such as recycling,” they added.

 

Meanwhile, environmental charities are “struggling to communicate” their messaging to funders and the wider public, according to a survey by the Garfield Weston Foundation. Half of green charities surveyed said the biggest challenge they face is a lack of public understanding about the urgency to act on green issues. Just three in ten believe grant makers understand their environmental work.

 

Here we outline some ways all charities can more effectively speak to their communities on climate issues.

 

 

Walk the talk

 

The above surveys show the importance of charities being seen to walk the talk when it comes to the environment and taking steps to ensure their organisation is supporting climate initiatives. Doing this carries considerable clout among their communities.

 

An effective way is ensuring that charities are not investing in fossil fuels. Such green investment was made significantly easier for charities in 2022 when a High Court judgement, known as the Butler-Sloss case, clarified that charities can invest ethically, even if it means losing out financially by excluding part of the market.

 

Locally, charities are being offered grants to replace or retrofit their old, polluting vehicles. These are being put in place to ensure charities and small businesses can afford to meet regulations for cities’ low emission zones. Charities with polluting vehicles need to ensure they are accessing such funding to improve their own green credentials. Such a commitment will help them in their conversations with their communities on the climate.

 

In London for example Mayor Sadiq Khan launched a £110m scrappage scheme in 2023. This sees charities offered funding of up to £9,500, including money to replace minibuses and vans. 

 

“We have two minibuses and the scrappage scheme allowed us to replace the older bus with a newer one, which is a lot more economical,” says Rebecca Dickson, Coordinator at London older people charity Friend In Need, which is among those to already access this green transport funding.

 

 

Avoid exaggeration and climate dread

 

Messages around climate change can be so all encompassing for communities that many believe there is little they can do to stop the gradual warming of the planet.

 

This shows the need for charities to avoid climate dread and exaggeration in their comms and instead focus on clear, practical steps their supporters can take to protect the planet. This can include lobbying their local MP, or taking steps to ensure their homes are energy saving. It can also involve being involved in local conservation projects in the community.

 

In promoting the findings of Garfield Weston Foundation’s report into climate change communication, RSPB chief executive Beccy Speight said that “people switch off” if charities are “too hard hitting and the news is too bleak”. She called on charities to get the right balance between “highlighting the positive solutions as well as the dangers”.

 

 

Embracing storytelling

 

Using personal stories of tackling climate change can be an effective way of engaging with communities. This form of storytelling brings the global wide issues around the environment to a local, personal level that can be more authentic and engaging for audiences.

 

Wildlife Trusts across the UK are particularly effective at doing this as they highlight the local people, including charity staff and volunteers, who are supporting efforts to tackle climate change and support their local environment.

 

Devon Wildlife Trust serve as a good example. In February 2023, they highlighted the work of its Natural Solutions staff in protecting trees planted in the centre of local fields in the county. 

🌲 DWT’s Northern Devon #NaturalSolutions team have been trailling some new ’Cactus Guards’ with landowners, protecting trees planted in the centre of fields. The trees will provide valuable habitats, connect open fields and provide shelter for livestock!@EnvAgency @DevonCC pic.twitter.com/7G2jaMV2qy

— Devon Wildlife Trust (@DevonWildlife)

🌲 DWT's Northern Devon #NaturalSolutions team have been trailling some new 'Cactus Guards' with landowners, protecting trees planted in the centre of fields. The trees will provide valuable habitats, connect open fields and provide shelter for livestock!@EnvAgency @DevonCC pic.twitter.com/7G2jaMV2qy

— Devon Wildlife Trust (@DevonWildlife) February 10, 2023