Communications Professionals in Philanthropy Community of Practice – Communicating in Times of Scrutiny
The Communications Professionals in Philanthropy Community of Practice will explore “Communicating in Times of Scrutiny” on 26-28 October in Milan, Italy, hosted by Fondazione Cariplo.
Philanthropic organisations are increasingly finding themselves under the spotlight, often facing criticism for perceived ideological leanings, opaque practices or a disconnect from the communities they serve. While scrutiny of the sector has long existed, recent developments in the US show a sharp intensification of the criticism, and these trends are beginning to echo across Europe.
In this climate, communications leaders must be equipped not only to respond to media pressure but to proactively build trust and understanding with broader audiences. This requires a re-examination of both strategy and tone: how we speak, whom we’re speaking to and how we meet our audiences where they are online and offline.
A timely and insightful US-based study, Philanthropy’s New Voice, offers important lessons. This multi-method, year-long research project found that many Americans misunderstand philanthropy’s role in their lives, largely due to the sector’s own messaging. However, the report also provides science-backed strategies for more effective communication, starting with the word’s foundations use and the stories they tell. The report shows that specific, human-centred narratives that detail how funding decisions are made and how money is spent foster greater trust, transparency, and perceived impact. It also stresses that sharing the voices of community partners and staff creates a more relatable, credible philanthropic story.
This event will explore how philanthropy can strengthen its legitimacy in an era of rising scrutiny, by shifting from a reactive stance to a more strategic, transparent and engaging approach. It will spotlight the evolving role of communications directors, whose work now extends beyond speaking about specific programme areas to addressing perceptions of philanthropy itself. Through this lens, we’ll examine how communications can serve not just as a reputational safeguard, but as a core driver of trust, accountability and connection with the public.
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