Beneficiary Outreach

Empathy + Creative = A thoughtful...

You may have a great vision and a top-notch team supporting your programs, but do your beneficiaries know and understand your organizations offering and value? To connect more deeply with them and maximize your impact, strong storytelling is vital to helping all beneficiaries gain a profound understanding of your mission and services.

Learning objectives

  • Learn about best practices for communicating with beneficiaries
  • Analyze the needs of your volunteer audience
  • Understand the different touchpoints for your beneficiaries
  • Learn how to segment your audience and identify the respective delivery channels
  • Define and clarify your organization message


  • Why communicate to your beneficiaries?
  • Defining your audiences
  • Understanding your beneficiaries
  • Where do you reach your beneficiaries?
  • Identifying communications objectives
  • Crafting your key messages

Know your presenter

John Jamison

Organizational Behavior Researcher at HKUST

John is a Research Postgraduate at the Hong Kong University of Science and Technology’s Business School researching organizational behavior. Before returning to academia, he worked for 15 years in corporate communication serving large corporations and small, local NGOs. John has delivered storytelling and communication training to corporate leaders, communication managers, and NGO workers.

Hayden Li

Hayden Li

Agilist at Accenture Interactive

Hayden is an Agilist with 10 years of experience in the digital and technology-related field. Currently, working as a consultant providing workshops and coaching services to multiple enterprises related to agile and product development training.

Patrick Eastwood

Partner & Head of Asia at MerchantCantos

Before joining MerchantCantos, Patrick was a board director of Fishburn in London (part of AMV BBDO, the world’s most creatively awarded advertising agency) where he led the branding and design part of the agency advising clients including Barclays, Nokia, Prudential, SABMiller and Standard Chartered Bank on branding, sustainability and employee engagement.

Session videos

Visit and subscribe to our Youtube channel to view more video content.

Photo gallery