In advocacy and nonprofit work, passion is often the driving force behind the efforts of many dedicated individuals. But as with any passionate cause, comes a fine line between advocating with conviction and forcefully pushing our beliefs. Too often, this push-and-pull leads to resistance rather than support.
So, how do we navigate these tricky dynamics without jeopardizing those fragile relationships?
The answer may just lie in the approach of world-renowned conservationist, Jane Goodall, who seems to have mastered the art of diplomatic communication.
My Journey to Project Chimps
A few years ago, I was offered the chance to work at Project Chimps, a chimpanzee sanctuary nestled in the Blue Ridge Mountains of Georgia, USA. At the time, I was living in Lisbon, Portugal, applying to any animal sanctuary that was (1) temporary and (2) willing to provide living accommodations and a unique, hands-on experience. So, when the offer came through, I packed up my life in Portugal and headed to Georgia, where I spent the next three months living and working on-site at its beautifully forested 236-acre sanctuary.
Those three months taught me so much—not just about chimpanzees, but also about the incredible activists who fought to free them from medical research in 2015. It was there where I also first learned about Jane Goodall, the legendary conservationist.
After devouring some of her books and watching numerous documentaries, I couldn’t help but wonder: what was it about her approach that made her so remarkably effective at driving change?
The Goodall Approach
The more I learned about Jane Goodall, the more I realized that her success lay in her ability to connect with people—scientists, politicians, and everyday citizens alike—using a calm yet persuasive communication style that drew others to her cause. She didn’t just advocate; she communicated. And not in a way that alienated those who might disagree with her, but in a way that invited them into the conversation, establishing trust and respect.
Instead of imposing her beliefs, Goodall focused on educating people and raising awareness about conservation issues. She used clear, evidence-based arguments and communicated with empathy, making her case in a way that was both accessible and relatable. This approach helped to garner broader support and foster a sense of shared responsibility.
So, how can we incorporate these principles into our own communication efforts to make a lasting impact?
Start with Empathy
Take the time to understand the perspectives and concerns of your audience. Whether you’re speaking to a policymaker or a community group, begin by truly listening. What are their fears, motivations, and values?
When you show genuine interest in their viewpoint, you’re not just building trust—you’re laying the groundwork for a productive and mutually beneficial relationship. Turn your interactions into a partnership rather than a transaction.
Keep it Simple and Relatable
Jane Goodall was a master at framing her message in a way that was clear, concise, and backed by evidence. When communicating your cause, avoid jargon and overly technical language. Instead, use simple, relatable terms that resonate with your audience’s experiences. Storytelling can be a powerful tool here— share real-life examples that resonate on a personal level, helping your audience see the impact of the issue through a lens they understand and care about.
Use Inclusive Language
Goodall’s communication style made people feel part of something larger than themselves. Avoid divisive or confrontational language, which can alienate potential allies. Instead, use “we” and “our” to foster a sense of collective responsibility and shared goals. By creating an environment of inclusion, you invite others to take ownership of the issue, turning them from passive listeners into active participants.
Find Common Ground
It’s easy to focus on the differences between you and those you’re trying to persuade. Instead, look for areas of agreement, however small they may be. This common ground becomes the foundation for collaboration and deeper discussions. For instance, if you’re advocating for environmental protection, engage a business owner by highlighting the economic benefits of sustainability. When you build on shared interests, you transform potential resistance into willing cooperation.
Be Patient and Persistent
Change is a journey, not a destination, and Jane Goodall’s career is a testament to the power of patience and persistence. Understand that progress may be slow, but that doesn’t diminish its value. Diplomatic communication requires a steady, consistent approach—keep engaging, educating, and finding new ways to connect with your audience. Over time, your respectful and patient efforts will break down barriers and build the support necessary for lasting impact.
Tailor Your Message
Just as Goodall adjusted her communication style depending on whether she was speaking to scientists, politicians, or the public, you too should tailor your message to different audiences. What resonates with one group may not with another. By considering the unique characteristics and interests of each audience, you can adjust your tone, content, and delivery method to maximize your impact. This flexibility in communication is key to reaching a wider and more diverse audience.
Engage in Two-Way Dialogue
Lastly, make the time to have a conversation. Effective communication is not a monologue, but a dialogue. Goodall’s success was partly due to her openness to conversations, not just speeches. Encourage feedback, questions, and discussions. This not only makes your audience feel valued but also provides you with invaluable insights that can refine your message and approach. Building this reciprocal relationship fosters trust and encourages a deeper commitment to your cause.
Support Project Chimps
As you reflect on the importance of diplomatic communication and the lessons we've explored, I encourage you to take action in a way that truly matters. Project Chimps, the sanctuary where I had the privilege to work, continues to make a profound impact on the lives of chimpanzees rescued from medical research.
By supporting Project Chimps, you’re not just helping these incredible animals—you’re also standing up for a world where compassion, patience, and understanding lead to meaningful change. Whether through a donation, volunteering, or simply spreading the word, your involvement can make a real difference.
Visit Project Chimps to learn more about how you can contribute.