New campaign aims to amplify the voices and impact of the island’s nonprofits
From ‘scarcity to strength’ – the Nonprofit Alliance of Bermuda is aiming to shift perceptions about the island’s charities.
In December 2023, a Bermuda Omnibus Survey found that only 59% of Bermuda residents have trust and confidence in our nonprofits.
Dr. Nicola Paugh, Executive Director of Nonprofit Alliance of Bermuda explained: “For some organisations, we only use media and public outreach when we’re in crisis. And yet we know the majority of our members are amazing organisations that are well-run, that are having great impact and doing really good work. But our concern was that the public is hearing more of the crisis stories and so the perception in the community is that we’re not always well run and we’re mismanaged and then that has an impact on people’s willingness to donate and to fund organisations.”
To address this mindset and counter negativities, the Nonprofit Alliance is putting the focus on one of their member non-profits per week through a ‘Third Sector Spotlight Series’ to better tell their stories and magnify the powerful work they are doing.
Dr Paugh added: “They’re providing a really wide range of community services, all of which are really important to Bermuda and helping our community to thrive, from the environment space to the mental health space to the education space. So, we hope to raise the awareness of that work that’s being done. And the bigger hope is that that awareness turns into greater willingness to get involved, whether it’s through donating to a favourite charity or getting involved/volunteering.”
Throughout the year, the campaign will see nonprofits featured across various media platforms.
Some charities don’t have the marketing capacity to tell their mission story, so the Nonprofit Alliance says this campaign hopes to bridge that gap.
Stacey Lee Williams, Executive Director of Citizens Uprooting Racism Bermuda (CURB), expressed this challenge.
She said: “In anti-racism work, it’s always about increased awareness … So, it would certainly help us at CURB because we are pretty much a one-person office and so any assistance that we can have for social media or for getting the good news out there about what we’re doing is welcome.”
Meanwhile, Dr. Gina Spence-Virgil, founder of The Gina Spence Program, hopes the campaign will bring a renewed focus on the strength and collaboration of the third sector.
“When you bring it to the media level, it exposes you in a way that is just phenomenal,” said Dr. Spence. “I do believe it’ll help us to develop who we are, you know, and learn more about each other and most importantly the community knowing that, okay, you guys are connected with this group and you know we talk about the resources that we all have and how important it is. It shines a light on all of us collectively, but it also enhances who we are individually.”
The Bermuda Omnibus Survey also found that 74% of residents reported supporting nonprofits through donations and 38% reported supporting through volunteering.
As the campaign continues to gain momentum, the Nonprofit Alliance is optimistic that it will have a lasting impact on the community’s engagement with the third sector – bolstering those figures.
“We’re hoping to see three things – more trust in the sector, higher rates of donating and higher rates of volunteerism,” said Dr. Paugh.
As part of the Third Sector Spotlight Series, Bermuda Broadcasting will be showcasing participating charities, featuring them weekly on bbc.bm
