The COVID-19 pandemic has disrupted our sense of normal, especially when it comes to community-based connections. Where we once drove change through physical meetings and conversation, we now look to online platforms and socially-distanced strategies. And as we continue to build virtual connections, we can expect this new method of interaction to create a more permanent place in our world.
So how can community-driven organizations adapt to continue building morale and cohesion during this time? Whether you have recently closed the doors to your organization’s physical space or have been operating online for years, these steps can help you generate new, innovative ideas as you navigate toward a more virtual future.
Related Content: Learn how these design currencies can help communities progress in a digitally-driven world.
Currencies for building community during COVID-19
Build transparency
Just as a brand’s physical infrastructure impacts a person’s perception and experience with a business, so does its online presence. An updated webpage that clearly states your COVID-19 response efforts and reaffirms your mission statement helps build reputation and credibility. In fact, 86% of Americans believe transparency from businesses is more important than ever before. This also gives you a chance to shine. Show community members what drives you forward, how you diversify your efforts and what impact you’ve already made on the community.
Try this: Create or update frequently asked questions pages and live chat features, while making sure your contact and social media buttons are easy to access. The easier it is to get answers to common questions about your organization, the easier it is to gain momentum and support.
Lean into the press
Press releases and other media sources can both amplify your organization’s mission and help promote your latest work. They also help drive community action and can help gain traction around fundraisers, engagement opportunities and volunteer needs.
Try this: Spend time sharing the news about your latest activity to show communities what you are doing. This could be through a press page or on social media. You can also craft press releases to lend insight into your latest community-based efforts.
Related Content: Learn how your organization can meet people where they are at and connect with transitional mindsets.
Pivot to address urgent needs
Engaging with and delivering services to community members has undergone drastic change since the onset of COVID-19. Many organizations, especially those that provide education, have been forced to reinvent services on virtual platforms, while others have simply been unable to effectively reopen.
Try this: Expand your services outside of your typical offerings to help address urgent community needs. For example, in light of the riots following George Floyd’s death, Du Nord Craft Spirits in Minneapolis started a foundation and recovery fund to help minority business owners get back on their feet. Hosting a food bank site, starting a fundraiser and making sure other daily needs are being met can help create stability in your community.
Lead the community with updates
In a time when daily life has been uprooted, straight-forward and audience-specific updates provide a much-needed sense of connection. Approximately 77% of Americans say the internet is important in how they get local news, and the number who prefer to get their news online is growing. With new change impacting communities nearly every day, this provides an opportunity to show that your organization is still active, even if your doors are closed. Some states, like Minnesota, have even requested the help of community-based organizations to communicate timely engagement activities surrounding COVID-19, such as testing.
Try this: Contribute to existing conversations surrounding COVID-19 and other community pressures. Or introduce new messaging that your audience may not already know. Sharing updates about a recent local crisis, or other area-specific news that impacts your community, will keep members informed and solidify you as an engaged, trusted resource.
Related Content: See how COVID-19 has impacted community members’ social determinants of health.
Showcase changemakers
As members in your community trail blaze into new territory and drive transformation during this time, it’s important to actively highlight their success for others to see. This helps guide future success by example, inspiring new creative ideas in the same vein as your mission.
Try this: Find new ways to identify and spotlight changemakers pursuing innovation. Article interviews or podcasts with these individuals help communities hear directly from those making a direct impact. And accepting nominations from community members can engage your audience and help broaden your organization’s overall messaging and reach.
Find new methods for connection
Communities are hurting for person-to-person interaction. And this lack of belonging can lead to declining physical and mental health, especially when individuals are facing extended periods of social-distancing enforcement.
Try this: Promote virtual ways to bring your community together when in-person gatherings aren’t possible. This could be through a hosted mindfulness session, an online event or a shared video. Shared experiences will help raise awareness of your organization and attract individuals who may have not engaged with your services or content in the past.
Next steps to move forward
Serving communities during the pandemic will require constant re-evaluation, and will likely involve instituting new programs, policies and practices. Monitoring these changes to gauge effectiveness will be critical to supporting community members during this time of change and uncertainty. But with strategic adaptions, you can help your community thrive during these trying times.
Want more ways to keep your business current?
Explore our emerging trend insights.