In our world of chaotic change that can feel beyond our control, it was refreshing to be reminded that we can still do something to make a difference. Effective communication is powerful, and using it to support local community initiatives benefits everyone.
The first-ever IABC EMENA Region Gift of Communication event in Germany brought together nearly 30 communication professionals with seven local charities for three hours of pro-bono communication consulting on 30 January 2025. Through the Gift of Communication, we’re fostering a ripple of generosity and making a real-world impact.
The charities included:
Leaders from the nonprofits were paired with small teams of volunteer communicators, a mix of emerging professionals, and senior leaders. IABC EMENA member Ann-Marie Blake even flew in from London, and several of our members, including Charlotte Otter, traveled from other parts of Germany to be there.
Together the teams worked through specific communication challenges and helped create a strategic approach with practical tips and guidelines for effective communication and change. At the end of the morning, we all came together to share our learnings and approaches and finished with a casual lunch.
It was interesting to see that all of the nonprofits faced challenges with limited budgets and resources. Our professionals began by defining the target audience, explaining that with limited resources, focusing on what will engage with your specific audience is more economical and impactful than simply creating hype. One of the nonprofits even walked away with a new tagline and everyone left with fresh ideas and a sense of community. The photos capture the new connections made and the laughter shared.
The IABC EMENA Region was delighted to partner with Zalando, Europe’s leading online multi-brand fashion destination, to bring this event to Berlin. Collaborating with a local powerhouse brand not only provided much needed venue support but also allowed us to tailor the event to suit the communication professionals working there, who were proud to host. I was impressed to learn that Zalando employees receive two days of leave a year for community volunteering. This is something that I’ve seen in several Australian corporate organizations, but not as commonly in Berlin. A few of the charities participating were also supported by Zalando, further enhancing the value of our partnership.
This was the first Gift of Communication event that I’ve organized, and in true IABC style, members from across the globe shared their tips for a successful event. Our regional board also provided support to ensure everything ran smoothly. Thank you!
Reflecting on the first-ever Gift of Communication event, there were several key learnings that stood out, which helped shape the experience and ensure its success:
- Set expectations from the start about what needs to be achieved. I sought briefings from the charities beforehand and shared them with their teams. We brought teams together in LinkedIn chats before the event and I also provided a simple strategy template that they could choose to use.
- Closely collaborating with your partner organization, in this case Zalando, meant we could benefit not only from the IABC network but also Zalando’s network. A personal shout-out to Francis Jones, director of internal communication, who thought the Gift of Communication event was a great idea. Special thanks as well to his team member, Rhiannon Meagher, who worked with me for a few months on the preparation and delivery.
- Things will go wrong, such as the catering company getting lost and breakfast arriving late. However, with so much goodwill in the room, people don’t mind if you have water and plenty of great people to speak with.
- Don’t underestimate the impact you can make or other people’s desire to be involved in something that’s different from their daily work and does good. A few of our teams didn’t break for coffee as they were so involved in consulting.
The IABC Gift of Communication is such a needed and powerful initiative. It empowers professional communicators to give back locally, showing the true impact of effective communication on organizations and communities. It’s a unique chance to expand networks, hone skills, and gain valuable experience. I am so pleased the IABC EMENA region was able to support our community in Berlin.
With our new Berlin community lead, Olha Boiko, joining our growing IABC EMENA community, along with the interest from our event, I am confident we’ll have more impactful events in our region soon.
Read what was shared on LinkedIn:
If you would like to learn more about how we ran the IABC Gift of Communication event in Berlin, reach out to me on LinkedIn or contact the IABC EMENA Region.