By Bethany Spain, Digital Communications Assistant

Young people are at the heart of many third sector organisations. Whether you’re recruiting volunteers, promoting activities, gathering feedback or celebrating achievements, the way you communicate can influence whether a young person chooses to get involved.

As part of this month’s focus on Family Support & Young People, and with International Youth Day taking place on 12 August, it’s a great opportunity to think about how our communications can encourage participation, build trust and make young people feel genuinely included.

Connecting with young people isn’t about keeping up with the latest trends or using the newest slang. It’s about creating communications that are clear, authentic and centred around the people you want to reach.

Did you know?

Meaningful communication is one of the foundations of effective youth participation. When young people feel listened to and can see how their ideas have influenced decisions, they’re more likely to stay engaged and feel connected to an organisation.

Creating opportunities for conversation (not just sharing information) can help build trust and encourage long-term involvement.

1. Talk with young people, not at them

The words we choose matter.

Communications that simply tell people what to do can feel impersonal, whereas communications that invite participation help young people feel like their voices matter.

Instead of saying:

Complete our survey.

Try:

We’d love to hear your ideas. Your feedback will help shape our future activities.

Small changes in language can make your communications feel more welcoming and show that young people’s opinions are genuinely valued.

2. Explain why it matters

Young people are more likely to engage when they understand the purpose behind an activity.

Rather than simply sharing what you’re doing, explain why you’re doing it and how someone’s involvement could make a difference.

For example, instead of saying:

Join our youth forum.

You could say:

Join our youth forum and help influence the activities, events and opportunities available in your community.

Giving people a reason to care is often just as important as explaining what the opportunity is.

3. Be authentic

Young people are quick to recognise when communications don’t feel genuine.

You don’t need to fill your posts with internet slang or jump on every social media trend to connect with younger audiences. In fact, trying too hard to sound “young” can sometimes have the opposite effect.

Instead, focus on being approachable, honest and true to your organisation’s values.

Authenticity also applies to the stories and images you share. Whenever possible, celebrate real young people involved in your organisation (with the appropriate permissions) and use photographs from your own activities rather than relying solely on stock images.

People are far more likely to engage when they can see themselves reflected in your communications.

4. Remove barriers before someone gets involved

For many young people (and often their parents or carers) deciding whether to attend something new comes with lots of questions.

Try to answer these before they’re asked.

Include information such as:

• Who the activity is for.
• The recommended age range.
• Where and when it takes place.
• Whether it’s free or if there’s a cost.
• Whether booking is required.
• How to get there.
• Who to contact if someone has questions.
• Any accessibility information people might need.

Providing practical information helps people feel more confident about taking that first step.

5. Listen as much as you share

Good communication isn’t just about publishing social media posts or updating your website.

It’s about creating opportunities for conversation.

Ask questions. Invite feedback. Share the outcomes of consultations so people know how their views have influenced decisions.

If young people take the time to contribute their ideas, showing them the impact of their involvement demonstrates that their voices matter and encourages them to engage again in the future.

The strongest communities are built when communication becomes a two-way conversation rather than simply broadcasting information.

Every interaction matters

For many young people, your social media post, website or event poster may be the very first interaction they have with your organisation.

By using welcoming language, explaining why opportunities matter and creating space for young people’s voices, you can help build confidence and encourage meaningful participation.

You don’t need a large communications budget or a viral social media strategy to make a difference. Often, it’s the small choices: how you phrase an invitation, the information you include or the stories you choose to tell, that help someone feel that they belong.

Try this…

Before you publish your next post aimed at young people, take five minutes to review it.

Ask yourself:

• Does it explain why someone should get involved?
• Have I used clear, friendly language?
• Have I included all the practical information someone might need?
• Does it invite young people to share their ideas or get involved?
• Would a young person feel welcomed by this message?

Even one small change can make your communications more engaging and help more people feel informed, included and inspired to take part.