Takeaways from #OFNMarcomm2026

 
 

Credibility, Clarity and Trust

Right now, our industry is under a spotlight. Stakeholders are paying close attention—not just to what we say, but how we say it.

That makes our role as communicators more important than ever. We need to present data with a human touch, strike the right tone, and ensure our messaging is both accurate and accessible—because the stakes are high.

Make the complex simple—and personal

We all know how complex CDFIs can be. If it’s hard to explain to friends and family, it’s hard for broader audiences too.

One effective shift: make it personal.

Instead of abstract explanations, focus on what a CDFI can do for you:

  • You can access a business loan

  • You can receive financial counseling

Grounding the message in real, tangible benefits makes it clearer—and more compelling.

At the same time, tailoring your message to your audience is critical.

  • What do policymakers need to hear?

  • What matters most to investors?

Your messaging should align with their priorities whenever possible.

And just as importantly: decenter your organization.
The borrower—the client—is the main character. Focus on their story and the impact capital is having on their lives and work.

Rethink the language we use

CDFIs have long described their work as serving “low- and moderate-income communities.” But that language often falls flat—and can even feel misaligned with how communities see themselves.

There’s a growing shift toward terms like “affordable” and “affordable housing,” which better reflect both the work and the broader public conversation in 2026.

Language matters. It shapes perception—and trust.

Balance precision with clarity

With increased attention on the CDFI industry over the past year, precision matters more than ever. But so does clarity.

Plain, straightforward language is essential. The fight against jargon is ongoing—and increasingly important, especially when engaging with Tier 1 media outlets that may not be deeply familiar with our space.

Many organizations are now developing plain-language guides, particularly for leadership.

We’re also seeing a shift in how content is written and discovered:

  • From SEO to GEO (Gen-AI Engine Optimization)

  • And Q&AEO (Question & Answer Optimization)

In other words, we’re not just writing for search engines—we’re writing for AI-driven discovery and direct answers.

Data matters—but people matter more

Everyone wants data. But our work is ultimately about people.

The key is balance:

  • Use data to validate impact

  • Use storytelling to make it meaningful

Again, audience matters. Different stakeholders are looking for different types of impact.

But one principle holds true:
The client should always be the main character.

When stories center on real people, a wide range of audiences can see how their goals are being met.

Don’t overlook internal communications

External messaging often gets the spotlight—but internal alignment is just as important.

Strong organizations are investing in:

  • Consistent internal messaging

  • Clear brand guidelines and tools

  • Regular communication rhythms (like daily standups)

Marketing must align with the organization’s broader vision. Leadership plays a critical role here—they are your ultimate brand ambassadors. If leadership and communications aren’t aligned, that disconnect will ripple across the organization.

It’s also essential to invest in your staff as brand ambassadors:

  • Provide toolkits

  • Offer training

  • Create opportunities for engagement

And make it a two-way conversation. Staff are constantly gathering insights about what resonates—and what confuses people. Take the time to listen and learn from them.

Build strong content pipelines

Creating a steady flow of content doesn’t happen by accident.

A few practical approaches:

  • Attend internal meetings with thoughtful, open-ended questions

  • Set up dedicated Teams/Slack channels for communications feedback

When it comes to working with senior leadership:

  • Make time for real conversations—this builds trust and credibility

  • But also respect their time—sometimes they just need clear, concise talking points

Consistency is key. Content creation should be a structured, predictable process:

  • Maintain a content calendar

  • Set clear expectations

  • Establish a regular cadence

People are far more responsive to ongoing rhythms than one-off requests.

And don’t underestimate the value of training—teams are often eager to engage.
LinkedIn profile reviews are a hit, and even hands-on content creation tips (like #iPhonography—still a personal favorite) can go a long way.

Bottom line:
Clarity builds credibility. Credibility builds trust.

And in this moment, trust is everything.