SEO Riders:
– Advocates urge donors to invest in strategic communication budgets to boost project impact.
– Communication experts stress collaboration between NGOs, funders, and comms firms for sustainable messaging.
– Calls grow for capacity building to help grassroots groups effectively tell their stories and drive behavioral change.
Nigerian stakeholders are calling on donor agencies to prioritize development communication as a core element of aid programs, rather than an afterthought. A 2023 report by Luminate and The Comms Avenue revealed that most NGOs allocate minimal funding to strategic communications—despite its crucial role in shaping narratives, mobilizing public support, and achieving lasting outcomes. Toyin Akinniyi, Vice President for Africa at Luminate, urged donors to require a designated communications line item in grant applications and to incentivize collaboration between change agents and specialist communication firms.
Experts note that effective development requires a shift from implementation-only funding to a focus on storytelling, stakeholder engagement, and behavior change. Strategic communications—including media outreach, social campaigns, and community dialogue—can significantly amplify program results. Yet, grassroots NGOs and community groups often lack the structures, budget, or training to leverage communication tools. Proposals include adjusting communication firms’ pricing models to suit NGOs and pooling resources among local organizations to access digital platforms and training .
