The #1 Skill Every Changemaker Needs (It's Not What You Think)

Kipainoi’s letter…

Forget what you’ve been told about leadership.

It’s not just about passion…

It’s not just about mobilizing volunteers…

managing budgets…

or writing the perfect grant proposal.

Because none of that works without one thing…

Communication.

That’s the skill that makes or breaks grassroots leadership.

Because if no one hears you,

No one follows you.

You're a natural leader,

passionate about your cause.

but without this one skill,

it is almost impossible to maintain trust and forge lasting relationships.

Let’s do this together

There is a problem… and you need to raise USD 10,000 ASAP.
Let’s say you reached out to a friend who might help.

So you inbox and explain…

• We have this issue (X)

• We want to do 1,2,3 to solve the problem

• These are the goals we need to meet so we can solve the problem

• These are the people involved

• We need this amount to solve the issue

• We need to do this by this time.

They’re moved.
They are happy that you:

• explained the problem clearly

• You also sound confident on the solution

• You know what the goals are to get to the solution

• You know the people to make this happen

• You know what amount of $ you need to facilitate the process

• what would be your success when you do it by a certain time.

But they are not a funder.
They are also trying to make ends meet.
but they are experts in mobilizing resources.

"Let's have a meeting and strategize together." The friend says.

You say, "let’s do it"…

So you agree… "tomorrow, 8PM EAT, google meet."

But you forget.  

They reach out again,

"sorry I'm in another meeting," you explain.
(and genuinely, you are busy following up on a myriad of things.)

So you set another date.

Same thing happens. Your schedule is too tight.

Your friend gets frustrated, but they try one more time…

Same thing… you are in the field with bad network.

They give up on you.

All this time, you feel terrible for even asking for help…
and it now feels wierd reaching out again.

Weeks later, you send a broadcast message
and they receive a poster that says…

They don’t respond.
Now you feel like you burnt a bridge that you didn’t even cross.

This example is a true testament to what I’ve experienced.

You get passionate supporters, but you are not prepared to engage them fully.
Please remember…

Communication is not just what you say. Communication is also the subtle gestures of energy, passion, grounding, showing up, following up and taking lead.

My colleague always says…

“Jeremiah, anyone else can do the cool tech work,
anyone can write the code, schedule posts… design a website…
but only those who know the nitty gritties, the bone and flesh…
can articulate the needs that will make the story powerful.”

Truth is…

This is a blessing for both ends!

It means that you can compliment each other when you come together.

Think about it…
If you are a funder,

how do you assess the true potential of a grassroots organization?

It's not just about the idea
but the ability to articulate that idea…

• to change minds…. to influence…

• connect with the community and partners and…

• demonstrate impact through clear, compelling narratives.

If I were a funder,
communication effectiveness would definitely become
a key indicator for a wise investment.

To grassroots Leaders, frontline workers… campaigners…

how many brilliant initiatives have stalled due to miscommunication, lack of engagement, or an inability to reach the right people?

My guess…

A lot.

Learn to tell compelling stories,

otherwise, even with the help of experts,
it might be difficult to make impact.

I also don’t like to ask for money!

But it has to be done!

How?

Be consistent with sharing your work.

You are already working hard.
You have a lot to share already.

My advise:
Put your work in front of people.

We live in an age of information overload.
Grabbing and holding attention requires skill
but the more you share, the more people see.
You don't have to ask for support every time,
but people need to see your work a lot of times!

Speak with one person

You are not speaking to everyone!
You are speaking with someone!

Everyone reads your Whatsapp message
or reads their email, or facebook post
as an individual.
So deliver your message as if you are sending it to an individual.

Don’t post the message the same way on all platforms.

Think about what people are looking for in that platform.
How you post on X should be different from how you post on Linked-In.

Most importantly, once you begin conversing with an individual,
put it in mind that you are not broadcasting to hundreds.
Talk to that person as you would do on a face-to-face situation.

Be yourself.

Show your energy and personality when you do.

Avoid big words and NGO jargon.

Say what you want to say as you’d say in real life.

Don’t get me wrong. I don’t mean “be casual.”
I’m just saying, try speak naturally.
Be authentic!

Speak your truth

People know when they are being sold to…
Just speak your truth,
speak to your younger self…
and own your own voice.

You will feel more authentic to yourself and to others.
Someone will ultimately resonate with you.

Share a complete story

In journalism, I learnt to cover the 5Ws and a H.
Who | What | Where | When | Why | How

These could be tickboxes to ensure the story is all-rounded
with the least words possible.

Don’t forget to add a call to action.

What do you want the audience to do?
Here are some examples of calls to action.

• DONATE

• SHARE

• SUBSCRIBE

Embrace Multi-Channel Communication:

Say it on radio, television, Tik tok,
Instagram, linked-In, Facebook, Whatsapp…

You get what I mean.

The more avenues you use, the wider the audience reached.
I understand that this is easier said than done.
Posting consistently on all platforms is not easy.

I'll discuss how to do this in a later letter.

For Grassroots Leaders, investing in communication is investing in your future.
By honing your skills, you can attract more volunteers,
secure more funding,
and drive greater change.

Watch out for weekly tips, resources, and case studies on effective grassroots communication.

I hope all of that was helpful.

Enjoy your weekend.

— Kipainoi.

Find the need | Communicate like a pro
Read more posts like this here. | Watch the previous letter on The Kipcast below.