The invisible barriers

How to reach audiences marginalised by society

7 April 2025
Photo by Christina @ wocintechchat.com on Unsplash

James Gadsby Peet leads digital and strategic thinking at William Joseph

Read more about

Charities often talk about reaching new audiences, but the truth is, many people who could benefit most from support are the least likely to trust or engage with these organisations.

Those who have been marginalised by society – including minority communities, people with disabilities, and those in lower-income brackets – often feel overlooked, misunderstood, or outright excluded by traditional charity communications, products and services .

To truly expand your impact, you need to go beyond conventional strategies. This article explores counter-intuitive approaches to engage meaningfully with marginalised audiences, such as:

  • questioning your assumptions

  • sharing power

  • making audiences your partners rather than just recipients of help

1. Stop trying to ‘empower’ people, start sharing power instead

Why this matters

The language of empowerment can sometimes be patronising, implying that people are powerless without your help. True inclusion means sharing decision-making power.

“Nothing about us without us.”

How to do it

  • Hand over the mic: invite people to guest blog, run your Instagram for a day, or lead workshops. Ensure they’re paid for their contributions, exposure alone isn’t enough.

  • Create co-design boards: made up of people from marginalised communities to shape your strategy, not just review it. Give them real influence over decisions and budgets.

  • Participatory budgeting: allow community members to vote on how a portion of your funds should be spent.

Tip

Avoid tokenism by ensuring these actions lead to real change, not just PR opportunities.

Autistica’s 2030 goals are driven entirely by their community and focus on support, employment, anxiety, public spaces, health checks and public attitudes. They ladder up to their community driven research strategy.

Real, impactful change relies on credible research and proven evidence. We are constantly working with autistic people to identify the issues they face and set the agenda for change.

Dr James Cusack, Chief Executive, Autistica

2. Ditch the ‘saviour’ narrative and show your flaws

Why this matters

Many people marginalised by society are tired of being portrayed as passive victims who need rescuing. Sharing your mistakes and what you’re learning makes your organisation more relatable and less hierarchical.

How to do it

  • Publish ‘failure reports’: detail projects that didn’t go as planned, why they failed, and what you’re doing differently.

  • Admit your biases: acknowledge where your team lacks diversity or understanding and the steps you’re taking to address this.

  • Language audit: replace phrases like “giving a voice to the voiceless” with ones that recognise the strength and agency of your audience.

Tip

Authenticity builds credibility. Being honest about your limitations makes it easier for people to believe your successes.

Engineers without Borders Canada has been publishing annual failure reports since 2008, detailing both organisational and managerial mistakes, as well as small failures associated with the challenges of working in foreign contexts. These reports include lessons learned and strategies to avoid similar issues in the future. ​

3. Pay people for their expertise, not just their lived experience

Why this matters

While it’s important to include people with lived experience, framing them solely as “case studies” can feel exploitative. Recognise their professional skills too.

How to do it

  • Hire people from marginalised groups: as consultants or project leads, not just focus group participants.

  • Fair compensation: pay for workshops, interviews, and contributions to reports. Expertise shouldn’t come for free.

  • Follow up on their impact: so often people are used in a co-design session or have products and services ‘tested on’ them without any idea of what happens next. Follow up.

  • Upskilling and mentoring: offer pathways for people with lived experience to join your team in permanent roles.

Tip

Make your payment rates transparent to show you value contributions equally.

4. Fund what already exists, don’t reinvent the wheel

Why this matters

Many grassroots groups already serve marginalised communities effectively. Instead of duplicating efforts, fund and support them.

How to do it

  • Micro-grants for grassroots groups: simplify the application process with voice notes or short videos instead of lengthy forms.

  • Promote, don’t poach: use your platform to amplify grassroots campaigns rather than launching competing ones.

  • Collaborative funding: partner with other charities to pool resources for community-led projects.

Tip

Highlight these partnerships on your website to show that you’re committed to community-led solutions.

Over 500 Community Land Trusts across Britain are developing affordable housing and community facilities. These trusts involve local volunteers and focus on mutual benefits, often utilising small, overlooked sites to address community needs. Rent prices are set by what people earn. They are a great example of a solution that is already working but needs more funding to grow their impact.

5. Go where you’re uncomfortable, physically and digitally

Why this matters

Many charities rely on the same communication channels, excluding those who aren’t already engaged. Being present in unexpected places shows you’re serious about reaching everyone.

How to do it

  • Street-based outreach: work with local activists to organise events in laundrettes, food banks, or community centres, not just at your HQ.

  • Alternative digital spaces: explore platforms like WhatsApp groups, Reddit communities, or even gaming forums where your audience might spend time.

  • Lived experience auditors: hire people from marginalised groups to assess how accessible and welcoming your physical spaces are.

Tip

The more unexpected the place, the more powerful the message that you care about reaching everyone.

6. Make your funding processes transparent and accessible

Why this matters

Complex application forms and opaque criteria discourage grassroots groups from applying for funding. Simplifying the process shows you’re serious about inclusion.

How to do it

  • Video or voice note applications: offer alternatives to traditional written applications.

  • Open decision-making: publish a simple breakdown of who decides on funding and why.

  • Accessibility audits: regularly review your funding processes with feedback from applicants.

Tip

Share case studies of successful applicants to demystify the process.

Paul Hamlyn Foundation are working to be a more equitable funder. Our website for PHF allows them to include clear principles for who they give money to, a way to find the best fund for people, sample application forms and examples of successful applicants.

7. Change the goal from ‘reach’ to ‘relationships’

Why this matters

Focusing solely on reach and numbers can overlook the depth and quality of connections. Building long-term relationships fosters trust and credibility.

How to do it

  • Community advisory panels: regular meetings with representatives from marginalised communities to discuss strategy and get feedback.

  • Co-create solutions: involve community members from the start of project planning, not just as consultees but as co-designers.

  • Slow marketing: focus on consistent, meaningful interactions rather than one-off campaigns.

Tip

Measure success by retention and engagement, not just new sign-ups or followers.

Conclusion: listen, learn, and act

Reaching marginalised audiences isn’t about box-ticking or appearing inclusive. It’s about building trust through real actions. By sharing power, acknowledging flaws, and focusing on authentic relationships, charities can break down the invisible barriers that keep people excluded.