Invest in Communications to Build Support and Grow Community
Communications has the power to transform your nonprofit organization internally and externally. For most, if not all, nonprofits, communications plays a crucial role in helping organizations fulfill their mission. Having a robust roadmap and access to tools empowers organizations like yours to reach your goals and create change through planning, strategy and community-building.
Communications for nonprofits looks a bit different than for corporations. For resource-strapped, budget-conscious nonprofits a communications team (or, more commonly in our experience, one person) can be juggling social media, messaging, branding, storytelling, public relations, advertising, graphic design, etc. One minute you’ll be updating the editorial calendar for the coming quarter and next you’re meeting with the Development Director to review messaging for the spring gala. The common thread at the heart of all of this is encouraging your community to take action, whether that’s to donate, volunteer, register for your programs, or engage with your latest call to action.
Keep reading to learn why it’s so important for your nonprofit to invest in communications and discover some tips for investing in this essential area with a limited budget. A limited budget, or limited capacity, doesn’t have to get in the way of your investment in communications, which is a key investment to your organization’s success.
Build a movement and grow your organization
To build momentum towards fulfilling your mission you need to reach the people who are most likely to support you. Well strategized communications build movements by creating a pathway to reaching more people aligned with your work, which in turn helps grow your organization - more email subscribers, social media followers, program participants, volunteers and donors.
Many organizations want to grow but need support with building a framework that would lead to growth. That’s where an effective communications toolkit and strategy comes in. Equipped with the right-sized tools and strategy for your capacity or budget, your nonprofit will grow in a way that’s attainable, sustainable and community-centered.
Engagement is a core aspect of communications that helps nonprofits build community authentically. Nonprofits should use digital channels to engage with audiences and vice-versa. It’s crucial for audiences to have a way to share feedback and feel heard. Our digital-centric world has built the ability - and audience expectation - for communications to be a two-way street. It’s no longer enough to simply publish your message; opportunities for dialogue must be baked-in so audiences can develop that genuine sense of connection to your nonprofit. That’s when true engagement begins.
Audience engagement can be time-consuming for many nonprofits, especially smaller organizations, but investing that time to engage with your audiences is worthwhile in the long-run. For your team members, consider allocating five to ten minutes each day to engage with comments on your nonprofit’s Instagram account or scroll through Twitter/X to look for content from followers that resonates with your mission. Just a small investment in communications like this can go a long way in helping nonprofits build a movement.
collaboration within and beyond the nonprofit sector
Communications is also an effective vehicle for developing partnerships with other organizations, companies, influencers, etc. These collaborations can help nonprofits grow exponentially by introducing nonprofits to new audiences that you may not otherwise be able to engage as often.
Partnerships also connect the nonprofit world to companies and individuals who want to make a difference, further amplifying your impact. We’re seeing more and more companies leading corporate social responsibility initiatives (such as Glossier’s “Glossier for Good” initiative) which provides nonprofits with more opportunities to partner with companies that truly align with their mission and values. Since these partnerships often have a communications component/focus, it’s important for your communications team member(s) to foster these relationships or join conversations with existing partners to explore potential collaborations.
Collaborating with influencers and content creators is another opportunity for nonprofits to reach new audiences that are more likely to join your movement. Content creators on platforms like TikTok can sometimes have more reach on social media than large companies (and a higher engagement rate). Considering your specific audience will help you narrow down whether a partnership with a company or content creator makes more sense for your organization. Sometimes, companies that collaborate with nonprofits also have ambassadors that are content creators, which provides a unique way to engage both audiences. Whether it’s an influencer campaign or a corporate partnership, your nonprofit should consider the role of partnerships/collaborations in organizational growth.
It’s not just social media
If we had a dollar for every time someone minimized the role of Communications Director to managing social media, we’d retire. It’s a common misconception that diminishes the complexity of the field and disregards the breadth and depth of strategy and thoughtfulness given to all areas of expertise: marketing, advertising, public relations, digital, and - yes - social media strategy.
Communications permeates every aspect of a nonprofit’s work. It’s cross-functional and supports the work of the Programs team, Development team, Senior Leadership team, and more. For example, if your nonprofit’s goal is to launch five new programs that will help a nonprofit reach specific KPIs, that would require branding, graphic design, messaging, promotion through social media and email, website updates, media buys, a press release, media plan, and more. Or if one of your organization’s goals is to get more visibility through press and media, which would lead to overall organizational growth, a communications staffer could lead the efforts to build those connections, secure press coverage and explore thought leadership opportunities. Whether you have a team or a single communications expert at your organization, they need to be at the table during these planning conversations so that your organization can effectively reach those KPIs. Your communications colleagues are your new BFFs.
Communications is more than social media or a website, though both play an important role in a communications strategy. A good communications strategy takes advantage of multiple channels and creates a seamless journey across all of those channels. Below are a few additional examples of what communications at nonprofits encompasses:
Email marketing to announce a new program
Audience-specific messaging for donation asks
Prepping team members for speaking engagements
Collaborating with corporations on a new campaign
Graphic design for printed materials
When you’re looking at the final product of a communications strategy or campaign, you’re only seeing the tip of the iceberg of the work that went into creating it.
The power of storytelling and cohesive messaging
Every nonprofit has a story to share, and the way your organization tells its story is what can set you apart.
In order for individuals to join your movement, they need to know who your nonprofit is and what your nonprofit represents. They need to feel connected to your organization and storytelling (both verbal and visual - like branding) is a powerful way to create those connections. That’s why it’s important for nonprofits to have a clear, concise and consistent message that tells the authentic story of your organization. Storytelling plays a key role in fundraising as well. For example, when Common Great worked with TeenTix Changemakers to host a virtual event, we designed community-centric programming and a storytelling strategy that showcased the program participants. TeenTix was able to surpass their $45,000 goal fundraising goal through this virtual event.
Refining your messaging for a mission-aligned audience is also an important aspect of communications. Messaging is how you talk about the work your organization does and can range from text on a webpage to the talking points shared by an executive director on a podcast. The core messaging guidelines and segmented messaging Common Great developed for Gamers Engaged was incorporated into email marketing, event marketing and pitch decks for corporate sponsors. Similarly, the messaging we drafted for Pet Emergency Group is now being used by their team to develop new marketing materials and is reflected on their website. Messaging helps your nonprofit get to the core of your organization’s story, making it that much easier for your audience to know exactly who your nonprofit is, what your nonprofit does, and most importantly, why your nonprofit does what it does.
Fundraising is marketing, too
Communications also plays an important role in fundraising, and - as is best practice -, there should be cross-functional collaboration on projects that the development team drives. Communications and development are naturally intertwined. Reaching potential donors and engaging existing donors takes a delicate balance of fundraising, communications and marketing. For example, a robust, strategic email marketing campaign for end-of-year giving can accelerate fundraising and help nonprofits reach their goals. This requires development and communications teams to work together. Both teams have expertise that can help the organization reach their fundraising goals and create donor-centric messaging that resonates with your donors across communications channels.
Communications and development teams should work together to develop omni-channel fundraising campaigns year-round, not just for select occasions like an Annual Report or a special donor event. These teams can also work together to develop strategies for building your donor base.
When communications and development work together, the impact is transformative, dare we say magical. Take the Kirkland Performance Center for example, who worked with Common Great to strategize, develop and execute a virtual gala. With a holistic strategy that combined communications and fundraising tactics that resonated with their community, the Kirkland Performance Center raised 110% of their fundraising goal. So, if your nonprofit organization has an upcoming development campaign, consider collaborating with the communications team to strategize how elements such as storytelling and messaging can help take your fundraising efforts further.
TIPS TO Be cost-savvy in building your communications toolkit
Communications is an important, integral tool for nonprofits to reach organizational goals, whether the goal is to grow, fundraise or engage. But we know that nonprofits are often understaffed and don’t always have the capacity or the resources they need to have a dedicated communications staffer, let alone a communications team. For resource-mindful organizations, there are some budget-friendly solutions that can help you achieve your goals A few of our favorite tricks for saving time and money to maximize impact include:
Invest in tech platforms that will help you automate or streamline certain processes. For example, if you’re looking to publish more social media content, consider platforms like Sprout Social, Sendible or Buffer* which can help you schedule content for multiple social media channels in one place. Consider using a platform that consolidates your email marketing with your donor database to be more cost-effective (and that may create space in the budget for a social media tool).
Less is more when you’re marketing on social media. Be really great at three to four platforms instead of using your limited resources to try to do it all. Focus your time and energy on the platforms where you’re seeing the highest ROI and engagement.
Building off of the previous tip, ensure that your nonprofit is using the communications channels that your audience prefers (e.g. email vs. SMS vs. good old snail mail). This helps you maximize the effectiveness of your communications because you’ll be reaching people who are most likely to engage with your call to action. Remember, it’s quality not quantity.
The bottom line for nonprofits
If your budget allows it, consider looking into hiring a consulting firm with expertise in marketing, communications, and development. For nonprofits that don’t have a communications staffer or team just yet, the right consultants can help fill the gap at a fraction of the cost. For newer/smaller nonprofits in particular, a firm can help you get everything in place to set your nonprofit up for long-term success, such as working with you to nail your core messaging, develop a robust communications strategy that reflects your organization’s strategic goals, or help select and implement technology tools to meet your fundraising needs.
When searching for a consulting firm, it’s important to find a firm that not only fits your budget, but also fits your needs. You should find a firm that puts time and effort into creating a personalized roadmap that’s unique to your organization. After all, every nonprofit is different. When you’re ready to reach out to a consulting firm, consider contacting us at Common Great.
Below are some of the services we offer:
Holistic Communications Planning & Strategy
Messaging & Storytelling
Email Marketing
Social Media Marketing & Management
Digital Advertising
Brand Development & Design
Graphic Design
Press & Public Relations
Staffing, Hiring & Professional Development
As your nonprofit maps out its goals for the year, remember to harness the power of communications by investing in it. After all, an investment in communications is an investment in the long-term success of your nonprofit.
This blog post was authored by Common Great Consultant, Deshani Semaan. Learn more about Deshani here and click here to book a Power Session with her. A Power Session is a 60-minute, on-demand meeting that can be used to address your nonprofit’s priorities, ask questions, discuss barriers, and more.
