What Tech Firms Can Learn from Nonprofits About Communicating
Iwuji Uchechi E.
HR Tech & SaaS Content Writer | Building trust with story, strategy & data | Learning Data Analytics
Pretend you’re explaining a game-changing tech product to your grandma or a five-year-old. If they don’t understand it, your customers probably won’t either. NGOs have it down when it comes to slicing issues into relatable, human stories, something tech companies, particularly SaaS brands, could learn a lot from.
NGOs do something that many tech companies, particularly SaaS brands, fail to do when it comes to communication: they engage people on a human level.
Be it speaking on behalf of children with special needs, sensitizing society about climate change, or addressing social impact, NGOs break down complex subjects and make them relatable. Alas, many tech companies go the other way by focusing on features and abstracting words that isolate potential users.
A Real-Life Contrast:
You know those times when you are trying to set up a new app, and it looks like the instructions were meant for engineers and not for everyday users? On the other hand, you donate, and within seconds, you know how your money is contributing to the cause. This is the gap tech firms must bridge.
How can NGOs aid in enhancing communication clarity and engagement for Nigerian tech startups and known brands, both of which very much need to explain SaaS products or software solutions? Let’s delve deeper into that.
1. Lead with Empathy, Not Just Features
NGOs know that people relate to stories more than statistics. They do not say, "Millions of children with special needs are denied access to education"; instead, they tell real-life stories of children who’ve overcome barriers.
Lesson for Tech Companies: Instead of saying, "Our cloud-based HR software automates payroll processing," try something like, "Say goodbye to salary delays—our tool ensures your employees get paid on time, every time."
SEO Tip: Long-tail keywords such as "best HR software for Nigerian businesses" or "simple payroll solution for startups" can be used to optimize the search for your audience.
2. Speak Your Audience's Language (Get Rid of the Jargon!)
NGOs break down complex ideas and make them accessible. For example, an NGO working on behalf of children with disabilities won’t use medical terms when describing a condition.
Lesson for Tech Companies: Cut the jargon. If your SaaS platform offers “AI-driven workflow optimization,” explain it in simple terms like, “Our AI assistant helps you complete tasks 50% faster so you can focus on growth.”
SEO Tip: Use question-based keywords like “How does SaaS help businesses in Nigeria?” This aligns with actual user queries.
3. Fostering Communities, Not Customers
NGOs don’t just talk to their audience; they engage with them. They create communities where people share experiences and find support.
For example, NGOs that work with special needs children build support networks for parents, educators, and health practitioners.
Lesson for Tech Companies: Engage users through webinars, Q&As, and social media interactions. Encourage peer-to-peer support via online forums.
SEO Tip: Use internal linking to keep visitors engaged. For example: • Was this useful? Check out our guide on writing SaaS documentation for beginners.
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4. Visual Storytelling Always Scores
Visual content is a core element of NGO messaging. Infographics, photos, and videos all help to convey a message quickly and powerfully. Visuals can process faster than text, making them an ideal way to communicate with users.
Lesson for Tech Companies: Use explainer videos, infographics, and customer success stories with real images to improve engagement.
SEO Tip: Optimize your images with alt text such as “best payroll software for small businesses in Nigeria.” Google picks up these for search rankings.
5. Properly Introduce Content for Everyone
NGOs prioritize inclusivity by ensuring their content is accessible to people with disabilities and language barriers. They offer materials in formats such as Braille or multilingual versions.
Lesson for Tech Companies: Provide multilingual support, ensure your website is screen-reader compatible, and optimize for user accessibility.
SEO Tip: Websites with strong UX are rewarded by Google. Enhancing your accessibility can improve your search ranking.
6. Use Action-Driving Calls to Action
NGOs excel at using compelling calls to action. Instead of saying “Donate if you can,” they’ll say, “With just ₦5,000, you can provide a child with a wheelchair that will change their life forever.”
Lesson for Tech Companies: Use engaging, action-oriented CTAs. Avoid bland ones like "Sign Up" and opt for phrases like:
SEO Tip: High-conversion CTAs boost your SEO by signaling to Google that your content is valuable.
Conclusion
Nigerian tech brands that want to expand their reach should think like NGOs, prioritizing empathy, storytelling, and accessibility. Simplified messaging, humanized language, and community-building will help tech brands establish trust and long-term success with users.
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