What Is Nonprofit Communications?
If you’ve ever worked for a nonprofit, you’ve probably heard the phrase “we need to tell our story better.” It’s right up there with “we need more funding” and “who took the last cup of coffee and didn’t make more?”
Enter nonprofit communications—the strategic, intentional way nonprofits share their stories, engage their communities, and build support. But nonprofit communications isn’t just about making things look pretty or posting on social media (though we love a good Instagram post). It’s about clarity, connection, and impact.
So, what exactly is nonprofit communications, and how does it work? Let’s break it down.
The Many Hats of Nonprofit Communications
Nonprofit communications is an umbrella term that covers all the ways an organization communicates—with the public, donors, volunteers, staff, and stakeholders. It’s a mix of marketing, branding, PR, storytelling, internal communications, and more. Some organizations are lucky to have multiple staff responsible for different roles, but many small nonprofits (like the ones some of us used to work for) have just one person doing it all. We often see communications falling under the umbrella of development departments, like the ubiquitous role, “Development and Communications Director”.
Let’s take a look at the key communications areas:
1. Marketing Communications (aka MarComm)
This is the outward-facing side of nonprofit communications—how you attract and engage supporters. Marketing communications includes:
Social media (your Facebook rants and LinkedIn thought leadership)
Email newsletters (that people hopefully open)
Website content (where people go to learn about you)
Blog posts (like this one—hi!)
Campaigns and promotions (Giving Tuesday, anyone?)
Example: Your nonprofit runs a youth mentorship program. A marketing communications strategy might include a social media campaign featuring success stories, an email series highlighting mentor impact, and a well-placed op-ed about the need for more mentors.
2. Public Relations (PR)
PR is about managing relationships with the media and the public. If something great happens, PR ensures the world hears about it. If something bad happens, PR helps manage the narrative. PR includes:
Press releases (for that big grant award)
Media interviews (so your Executive Director shines on TV)
Crisis communication (navigating tough situations like our current political climate)
Award nominations (because your work deserves recognition)
Example: Your nonprofit wins a major grant. PR efforts might include sending out a press release, pitching the story to local news outlets, and scheduling radio interviews with your leadership.
3. Internal Communications
If your staff and volunteers don’t know what’s going on, how can they support your mission? Internal communications ensures that everyone is on the same page, engaged, and working toward shared goals. It includes:
Staff newsletters (because internal updates matter too)
Volunteer messaging (so they show up at the right place at the right time)
Team meetings and updates (to keep everyone aligned)
Onboarding materials (so new hires don’t feel lost)
Example: You have a big fundraising event coming up. An internal communications plan makes sure staff, board members, and volunteers know the messaging, key deadlines, and who’s in charge of what.
4. Fundraising & Development Communications
Fundraising and communications go hand in hand. You can have the best programs in the world, but if you can’t communicate their impact, raising money is an uphill battle. Often, your communications team will work closely with your development team on fundraising materials (or, for many small organizations, it’s the same person). Fundraising communications includes:
Grant proposals (aka persuasive storytelling for funders)
Donor emails (because a thank-you note goes a long way)
Annual reports (showing donors where their money went)
Case for support (your nonprofit’s “why we exist” document)
Example: Your nonprofit is launching a capital campaign to build a new community center. Fundraising communications would include a compelling campaign website, personalized donor letters, and a series of impact videos.
Key Nonprofit Communications Products & Tools
Communications isn’t just about what you say—it’s also about how you say it. Here are some essential communications tools in the nonprofit sector:
Communications Strategy: A roadmap outlining key messages, audiences, and goals.
Branding Guide: Defines your nonprofit’s logo, colors, fonts, and voice.
Website: Your digital home, where people learn about your mission and take action.
Annual Report: A beautiful (and data-filled) way to show impact.
Social Media Strategy: Helps ensure your posts are engaging, consistent, and not just asking for money.
Case for Support: The master document that informs fundraising pitches and grant proposals.
Storybank: A collection of impact stories you can pull from for newsletters, grant reports, and social media.
Why Nonprofit Communications Matters
Nonprofit communications isn’t just a nice-to-have—it’s essential for growth, engagement, and sustainability.
Fundraising: Donors give to organizations they understand and trust.
Building community: Engaging storytelling fosters connections and inspires action.
Enhancing Credibility: Clear messaging makes your nonprofit look professional and trustworthy.
Empowering staff and volunteers: When people know what’s happening, they can advocate for your mission.
Standing Out: In a crowded nonprofit landscape, strong branding and storytelling make all the difference.
Helping Nonprofits Tell Their Stories
We know that small nonprofits do big things. But we also know the challenges you face in telling your stories effectively, because most of us have been there at some point in our careers. A lack of time, staff, and expertise can make it really difficult to be consistent and impactful in your communications. Traditional marketing agencies and consultants are expensive, and most don’t truly understand the pain points of scrappy, make-it-work, many-hats-wearing, shoe-string-budget nonprofit teams. That’s why Let it Shine has made a commitment to keeping our prices affordable, and offering solutions that can actually be implemented in the real world.
Let it Shine can help you:
Develop communications strategies
Strengthen your branding
Improve your social media and marketing
Create compelling donor messaging
Develop work flows for your tight staff time budget
Train your staff
You can outsource a portion of your communications work to us.
We can create an affordable, custom monthly retainer plan.
If your nonprofit needs help with communications, let’s chat! Because your mission deserves to shine.
