By Helen Radia, Managing Partner
In 2025, the charities that thrive will be those that truly connect—with their audiences, their communities, and the cultural moment. Connection is not a “nice to have”—it’s the backbone of growth.
Across a crowded landscape and an increasingly discerning audience, authentic content is your charity’s most powerful tool. But what does it really mean to create content that connects—and why does it matter now more than ever?
1. Attention is scarce—and harder to earn than ever
There are over 170,000 charities in the UK. That’s 170,000 causes competing for attention in an online environment already flooded with more content than at any time in history. To stand out, it’s not enough to show up. You need to mean something to the people you’re trying to reach. Content that connects doesn’t just get clicks—it’s remembered, shared, and acted on.
2. Trust is at a premium
According to the latest Edelman Trust Barometer, NGOs are facing a crisis of trust in the UK. In an era of misinformation and institutional scepticism, audiences are increasingly wary. Trust is no longer earned through polish or credentials—it’s earned through transparency, authenticity, and consistency. Connection is what makes people believe in your message.
3. Connection builds community—and community drives loyalty
When your content resonates on a human level, it doesn’t just capture attention—it cultivates belonging. That’s when you move from a transactional relationship to a community. Communities built on shared values and emotional resonance are:
- More forgiving
- More likely to engage repeatedly
- More likely to advocate on your behalf
And in the long term, that loyalty is worth more than any one-off campaign.
4. Audience expectations have changed
People now expect content that speaks to them—their values, their identities, their lives. They’re drawn to transparency, personalization, and a clear sense of purpose. Robotic or overly polished messaging is tuned out. But content that feels real, human, and relevant? That’s what stops the scroll.
5. Algorithms reward what people value
In 2025, both social and search algorithms prioritize:
- Meaningful engagement (comments, shares, saves)
- Longer dwell time
- High interaction content
In other words, the better your content connects with people, the better it performs—and not just in terms of vanity metrics. It performs organically, without requiring disproportionate ad spend.
6. Personalisation is powerful—but only if it’s rooted in authenticity
AI and data insights now allow content to be personalized at scale. But tailoring alone isn’t enough. Without an authentic foundation, personalized content can feel hollow.
As highlighted in Kantar’s 2025 Marketing Trends report, “authenticity and human connection drive engagement.” Personalization works best when it builds on content that already connects on a deeper level.
So how can charities consistently create content that connects?
At Ascend, we believe the key lies in integrating audience understanding, strategic planning, and organisational alignment. Here’s how we help our clients get there:
- Start with deep audience insight
Understand not just who your audiences are, but what drives their engagement. What emotional or functional value can you uniquely add to their lives?
This means going beyond surface-level demographics to uncover:
- Unmet needs and motivations
- Behavioural insights
- Resonance points between your offer and their lives
2. Align around a unified plan
Siloed strategies dilute impact. That’s why integrated marketing and communications plans are essential—bringing together owned, earned, shared, and paid activity under a single, clear vision.
This includes:
- Defining key themes across the year
- Aligning on strategic objectives and lead audiences
- Building joined-up activity and media plans across departments
Unified messaging ensures that your organisation speaks with one voice—amplifying your message and impact.
3. Build the internal systems that make connection possible
Even the best ideas can falter without the right internal systems. We work with organisations to build content ecosystems that are:
- Connected: Audience-focused from start to finish
- Psychologically informed: Collaborating with beneficiaries to share stories in ways that empower and respect them
- Valued: Where content creation is recognised as core to mission delivery
- Systems-led: With clear workflows for briefing, gathering, creating, and distributing content
In a noisy world, connection is your competitive edge. When you consistently create content that resonates, you don’t just gain attention—you build trust, inspire action, and grow a movement.