The Importance of Digital Communication for NGOs in the Wake of COVID-19

Eva Maria Schmidt
June 9, 2020

COVID-19 has not only caused a health pandemic, but also a social crisis. Those groups that were already in a particularly vulnerable situation in Spain are the most affected; especially households with limited economic resources.

NGOs play a very important role in dealing with COVID-19. By providing essential services and protecting people, their work is essential for social welfare. At Marigold Engage, we wanted to learn about the work being done in this sector and how digital communication can help position messages throughout society, to encourage solidarity and public support.

To understand more about this, I was fortunate to be able to have a video conversation with Kike García, Digital Marketing Manager of UNICEF Spain.

UNICEF’s work in Spain is to promote and defend the rights of children, and Kike pointed out that many entities have had to adapt their way of working to meet this challenge. He shared that efforts have not only been directed at being able to work from home, but that a process of adapting a new communication strategy has also been implemented. Specifically, UNICEF Spain’s focus has been to raise funds to help those most affected by this situation. This, among other topics, such as the beneficial aspects of this new strategy, were the main highlights of our online meeting.

“What differs this emergency from others is that it affects us globally; therefore, it also affects Spain as a country. This has made the degree of involvement much greater at the national level, being a key factor in guiding the communication strategy,” Kike said. “Getting people to empathize is a challenging process. We have succeeded in doing this, and we need to keep this feeling alive in the context of future emergencies,” he concluded.

It’s a privilege for us to be able to have one-on-one conversations like this with business leaders such as UNICEF. These types of meetings enable us to continue learning and sharing professional experiences, which allows us to be closer to our clients and gives us the opportunity to work alongside them more effectively on a daily basis.

I invite you to listen to the full conversation for more insights and valuable information.