For charities tackling serious and often heart-wrenching issues, humour might seem out of reach – or even in bad taste. After all, who jokes about homelessness, food insecurity or racial injustice?
Yet, in recent years, a few daring organisations have shown that a well-placed laugh doesn’t detract from their mission – it brings people closer to it.
Why humour works
I’m sure there have been times when you thought “Crap, can we say that?”. Or maybe second-guessed your wording, worried about being too bold or irreverent?
Charities navigate tricky issues, and the pressure to always be serious can stifle creativity. Unfortunately, that often shows in communications.
We’re all walking a fine line between inspiring empathy and overwhelming people with despair. That’s where humour can be a game-changer.
By making your audience laugh, you remind them that they’re human. A shared chuckle builds connection, boosts goodwill and creates memorable, shareable moments that can amplify your message far beyond your intended audience.
Real life campaigns that hit the funny bone
Blind Veterans UK – Guide Tortoise
In 2023, Blind Veterans UK demonstrated the power of humour with their inventive ‘guide tortoise’ pilot campaign. Launched on their social channels, the short video leaned into the absurd, letting audiences know quite early on that this was just a bit of fun.
With tongue-in-cheek lines like “just a few dandelion leaves and off they go”, the video cleverly mixes humour with charm, cutting through noise to spark conversations and create a lasting impression.
National Trust – People as Paintings project
In 2022, the National Trust showed how a dash of humour can breathe life into heritage conservation (possibly considered a bit boring by most people) with its inventive ‘People as Paintings’ project. Faced with the challenge of conserving 13,500 oil paintings across 200+ historic sites in the UK, the organisation found a playful way to keep visitors engaged while artworks underwent restoration.
A witty video introduced the idea: National Trust staff humorously explained that when paintings are removed for repair, curators have started filling the gaps with live re-enactments.
The brilliance of this approach lies in its ability to make a traditionally serious topic feel accessible and fun. With creativity and humour, the National Trust engaged new audiences and draw attention to cultural heritage.
The proof is in the pudding
Comedy, when done right, can be a powerful catalyst for social change. Lauren Feldman, author of A Comedian and an Activist Walk into a Bar: The Serious Role of Comedy in Social Justice, highlights how humour engages audiences by creating positive emotional connections and breaking down barriers to difficult conversations.
For example, check out this wry video about sexual assault by Rise and how they’ve used comedy to inspire action through entertainment.
A lesson for charities
When you embrace humour, you invite audiences to connect with your organisation on a different level. It’s a moment of shared humanity – a reminder that even in the face of adversity, there’s room for joy, creativity and light-heartedness.
Of course, there’s a fine line between funny and flippant. The humour will land best when it directly aligns with your organisation’s mission. Keeping your cause front and centre, humour should challenge the status quo, critique unfair systems and humanise the issue without trivialising it.
A little laughter might be just what your organisation needs to stand out and stick in people’s minds. After all, humour is human – and so are your donors.