The Future Is Bright For Nonprofit Communicators

The future is bright for nonprofit communicators. Creative and personal communication will always need the human touch.

The first adopters of social media were nonprofits. The industry overall has been slow in adopting social media. Workloads have increased which is hindering professional growth. 

The exposure is useful and the slow pace sometimes becomes a boon in the process.
There’s much that can be done online, but it needs to be the right mix. Not everything can be done online. Social Media, when used effectively is a great tool to nurture long-term relationships. We are emotional beings, and moving online needs to be an extension, not the standard for every work. Using digital tools can be overwhelming, but using them intentionally is rewarding.


Moving from traditional communication tools to digital is a step forward. The fundamentals of communication remain, though there is a learning curve when it comes to applying them online. Newer tools are always welcome, whatever moves the needle for the organization. Communicators who learn to balance both forms of communication will be most successful in meeting organizational goals more quicker.


I reached out to Arnab who leads communication and fundraising for Anwesha Kolkata. A nonprofit focused on improving the quality of life of individuals who are deaf or hard of hearing.

A positive thinker focused on making a difference, and a great communicator who loves communicating about Causes. He spent nine years in the education industry and over five years in the nonprofit sector. Arnab found a job he could love with Anwesha. Especially, their mission of reaching out to individuals who are deaf or hard of hearing. (Rights of Persons with Disabilities Act 2016)


1. What do you love about your job the most as a communicator?

  1. The challenging role to build a good image.

  2. Create a positive impact on the organization’s efforts.

  3. A great opportunity to learn new things from people

  4. Become a better storyteller.

  5. Championing a Cause. A non-communicative person can communicate simply, creatively, and uniquely.

2. Which communication tools have been most effective in your work with Anwesha?

  1. In-person Conversations (Offline and Online)

  2. Social Media: Facebook

  3. Customised email

There’s no substitute for in-person conversations. But, it’s not always possible. With the pandemic, it’s become all the more difficult. So, we have increased our focus on digital practices: Facebook and Email Marketing.

3. The Future is bright for nonprofit communicators. Share five tips for those who want to pursue a career in nonprofit communication.


In the years I’ve spent learning and observing, I’d recommend career aspirants keep these five C’s in mind.

  1. Continuous Learning

  2. Commitment to work for a cause

  3. Consistency in work performance

  4. Caring nature towards resources of organization, team, and beneficiaries

  5. Creative approach in the workplace

Put in the hard work initially, ask questions, and build your technique. We are all unique and need to learn to express ourselves freely. 

“I love interacting with people, and RJ-ing was a dream come true”

Despite the drop in revenue owing to the pandemic, the Radio Industry is set for some good news, according to industry experts (article on Exchange4Media).


Does that mean a career in the industry is still one to pursue? A vehement YES says Harshita, who has spent over 14 years in the media industry.


There are unique stories that reveal the power of the medium, like that of the fishermen's community down south. Radio Jockeys, in particular, have played a tremendous role in positively influencing lives using their creativity and talent.


I reached out to Harshita to share her views on her experience as a Radio Jockey for those aspiring to pursue creative jobs. The media industry thrives on creativity and passion. Harshita is creative at heart and loves interacting with people. She is passionate about Photography and Video Editing.

“I have over 14 years of experience in pre and post-production work in film, media, and entertainment industries. I have learned a lot and established myself as a producer, cinematographer, voice-over artist, and photographer. A curious learner, I constantly strive to improve my skills with every assignment. I have worked for a news channel, a film school, a production house, and an online media company. I’ve also worked as an RJ at a radio station and as a documentary filmmaker.” - Harshita Sharma.

As a Radio Jockey, what do you love about the role?


I love interacting with people, and writing fun, creative content that touches hearts and minds.


In no time, an RJ gets a lot of recognition and fame. But, it requires a lot of hard work because it is not as easy as it seems. An RJ is expected to be pleasant always, no matter what, which sometimes can be tricky because we are human and we get under the weather. The three things I love about the role are;

  1. Being able to connect to my listeners,

  2. Talk to them as friends, and

  3. Be me. 

It is a blessing to be in a job where you can speak your heart out on topics you enjoy and build a relationship with listeners to grow along with them.


Share a personal experience on how radio is impacting young lives


When a person calls, she expects the call to be warm and friendly, even if they call to answer a quiz. We are expected to be encouraging every time. They don't talk to an RJ. But to a friend or maybe someone they have known for years. Even if they are speaking for the first time.


I remember a girl who called me one evening when she was on her way home from the office. It was before sunset. She called to answer a quiz I had asked. She was on public transport and alone with some guy in the tempo apart from the driver. She felt weird, and we spoke for almost 10 minutes. Until there was another lady passenger, and she felt safe.
That's how these conversations should be. I still remember the relief in her voice that evening.


Five tips for those desiring to pursue Radio Jockeying today


An RJ is in a position of great responsibility because of the power the role has in influencing people’s lives. Celebrities, Anchors, and RJs are seen as icons because they inspire people. An RJ needs to be a strong communicator focused on impact.

  1. Be able to convey messages in an attractive form so that the listeners don't lose attention or get distracted. Be witty to handle different types of people.

  2. Have the ability to make stories and talk expressively; and if you are working in a city with a local language, make sure you have command over it.

  3. Be able to modulate your voice and have a great sense of humor and spontaneity.

  4. Be expressive and creative. An RJ writes her content. They don't always get a scriptwriter. Your speech should be clear and have correct pronunciation.

  5. Attach an identity to yourself. Like mimicry or anything quirky out of the box yet entertaining for the listeners to come back to you always.

To sum up, an RJ is an element that can add joy to Radio shows. Radio Jockeying is a fantastic career if you love interacting with people; an opportunity to be creative and expressive and a platform to exercise your love to interact.