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Your engagement levels might be high,but is your community’s full diversity really represented?
Incorporating diverse perspectives into decision-making is essential because it enriches communities, drives innovation, and leads to better outcomes. By bringing together people from different backgrounds and experiences, you generate a wider range of ideas and solutions that more effectively meet the needs of all community members.
This approach also helps ensure that community satisfaction extends beyond the frequent participants, or the 'usual suspects', who often dominate discussions. Instead, it allows for a more inclusive and equitable process that amplifies all voices, not just the loudest ones.
Diverse groups are better at problem-solving, more adaptable to change, and ultimately more resilient. Moreover, diversity promotes fairness and equity by ensuring that everyone has a seat at the table and a voice in shaping the future.
There are several groups that are frequently underrepresented and underheard in decision and policy-making, including:
- Young people
- Old people
- Those with mental and/or physical disabilities
- The economically disadvantaged
- Non-native speakers
- Ethnic minorities
Barriers to achieving diversity
So, what gets in the way of diversity being achieved?
- Lack of awareness. If people aren’t communicated with through the channels they use, they won’t hear about engagement opportunities.
- Bureaucratic languages and processes. Jargon-heavy, boring or overly formal communications, platforms, and initiatives often confuse community members, deterring potential engagement.
- Powerlessness and a lack of trust. If past initiatives have felt performative, ignorant or top-down, trust erodes and the motivation to engage drops.
- A lack of representation in the first place. If people don’t see themselves represented in decision-making bodies, how can they truly trust the decisions are being made by people who understand them? It’s a non-starter.
- Time constraints and a lack of incentives. Engagement can feel like extra and unpaid work. Put simply, if people aren’t rewarded for their time, they’re less likely to take part.
- Differing priorities. Younger demographics may care about issues like climate change, housing, or public spaces but not see a clear connection between these concerns and the specific participation opportunity being proposed.
6 actionable strategies to help adapt and make your engagement projects more diverse
1. Diversity from the get-go
When starting a project, ensure diverse representation is baked into the planning by asking questions like:
- What is the demographic in my chosen area, and how is the community currently represented in engagement communications?
- Can we build a diverse group to survey our project or platform?
- What is the best way to reach all the corners of the community? What are the best engagement channels to use, and what tone of voice would connect with them most effectively?
- Are there any current barriers stopping community members from engaging with you as their local government?
2. Calibrate your channels to your target groups
There’s a wealth of communication channels at your disposal to reach every member of your local community. The trick is to work out which is the most effective for your chosen demographic.
For example, TikTok, YouTube, and Instagram are the best channels to reach young people, whereas older people are better reached via email or offline channels. These include letters, workshops, activations at project locations, interviews with community members on the street, and physical locations, including those of partner organizations.
The best way to reach non-native speakers is by communicating with them in their own language. Try adding a translation function to your website or platform to immediately make meaningful engagement easier.
Finally, if you can't reach your target audiences directly, use local partners as intermediaries.
3. Use incentives
Bigger government agencies often have more established ways to connect with residents, whereas rural areas face unique challenges. This is because rural locals are spread out, so there are fewer opportunities for face-to-face interactions. Incentives can bridge that gap, providing a motivation for people to engage.
Incentives played a crucial role in the small town of Wittenberge, Germany. The local government provided small gifts or rewards to community members who participated in surveys or town hall meetings. This method proved effective in drawing more people into the conversation.
More examples include the City of London, where residents were paid to attend engagement events. And the Austrian city of Innsbruck offered an incentive where the first people to sign up to their platform were entered into a raffle to win a year of free public transport.
If you're in a rural municipality, try using localized incentives like vouchers for local businesses or grocery store discounts. The goal is to make the process feel more approachable and worth the time investment.
4. Pilot projects as a learning tool
Before fully rolling out new engagement strategies, beta-testing them through pilot projects provides valuable data on what works and what doesn’t. This allows local governments to adjust and refine projects before committing serious time and resources.
When introducing a new tool or platform, consider starting with a small pilot, or working with a diverse and representative focus group. Then, use metrics to evaluate its success and gather feedback from the participants before a full-scale launch.
5. Go where the people are
Of course, digital engagement is important, but in-person spaces offer a unique opportunity for direct interaction. They remove a communication barrier for those who aren’t computer literate or have learning difficulties, plus face-to-face engagement works to build trust.
Try establishing an easy to access space in a central area where the opening hours are consistent and regular – this will encourage spontaneous engagement.
If you don’t have a physical engagement center, consider pop-up hubs at local markets or public events. Make sure these spaces are in areas with high foot traffic to increase visibility and participation.
6. Be consistent
Regular, scheduled opportunities for community engagement will ensure that participation develops and remains consistent over time. Without regular access, interest can wane and members may forget to participate in important activities.
You can maintain momentum by holding weekly engagement sessions like drop-ins or recurring workshops. Doing this boosts trust by signaling to the public that their government is committed to an ongoing dialogue.
If you don’t have a physical center, create a digital space where residents can log in to discuss ongoing projects, ask any questions, or voice their concerns.
Diversity leads to better outcomes
The key to boosting diverse engagement is removing the barriers that stop or inhibit community members from taking part. Compare the demographic of your community with who you’re actually hearing from, then tailor your communications to include everyone you’re missing.
The result is a more profound connection with residents, leading to increased trust, more equitable service delivery, and ultimately, higher levels of community satisfaction. Internally, these strategies can also lead to a more efficient use of resources and more empowered, effective staff.
Ready to build trust through diversity? Download our guide on combining online and offline engagement today and discover tips and strategies to reach and engage people in all corners of your community!
