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. 

What makes a nonprofit worth giving to?

Is your Cause funding-worthy? Often, small nonprofits are unable to convince donors why they deserve funding. Some tend to assume others know about their Cause, so there's not much to say, and their presentations end up drab. With so many similar causes reaching out to the same pool of donors, here are six elements to present your Cause in a better way.

  1. Showcase Impact: A funding-worthy cause should have a clear and measurable impact on the community or issue it addresses. Funders who want to see tangible results from their investment and cause that can demonstrate a track record of success or a clear plan for achieving impact are the ones who receive funding.

  2. Drive Urgency: Causes that address urgent or pressing issues, such as humanitarian crises or environmental disasters, will be more likely to attract funding. Funders may be more motivated to give when there is a sense of urgency or immediate need.

  3. Highlight Innovation: Causes that take an innovative or novel approach to addressing a problem attract funding. Funders are interested in supporting new and creative ideas that have the potential to create positive change.

  4. Detail Collaboration: Demonstrating collaboration and partnerships with other organizations or stakeholders will be more attractive to funders. Funders will be more interested in supporting causes that can leverage partnerships to achieve greater impact.

  5. Prove Sustainability: Causes with plans for long-term sustainability and impact will be more attractive to funders. Funders want to support causes that can create lasting change and have a plan for continuing their work beyond a single funding cycle.

  6. Draw Alignment: Funders are more likely to support causes that align with their values and priorities. A clear connection to a funder's mission or focus area will be more attractive to the donor.

These are some of the most common asks from donors when giving to charities. Network for Good surveyed 3,000 donors and found the top seven reasons donors give to nonprofits. 

Hiring a Communications professional will make a big difference for small nonprofits and bring the necessary attention to donors, volunteers and partners.  

Why do nonprofits struggle to raise funds?

In every interview I've been to or conversations I've participated in, one common problem small nonprofits face is the challenge of fundraising. 


Surveys and reports time and time again reveal the same gaps when it comes to raising funds for small nonprofits. 


There are several reasons why nonprofits struggle to raise funds. Here is a list of seven reasons.

  1. Lack of awareness: Nonprofits may lack visibility offline and online in their community or among potential donors, making it difficult to attract funding. 

  2. Weak messaging: Nonprofits may not have a clear, compelling message that resonates with potential donors and sets them apart from other causes.

  3. Limited resources: Nonprofits may lack the resources or people to effectively manage a fundraising campaign or to develop and implement a comprehensive fundraising strategy.

  4. Donor fatigue: Donors can become fatigued from being asked to contribute to many different causes, making it difficult for nonprofits to attract new donors and retain existing ones.

  5. Economic conditions: Economic conditions can impact the amount of money donors are willing or able to give to charitable causes.

  6. Inadequate fundraising strategy: Nonprofits may not have a well-developed fundraising strategy that includes multiple fundraising channels and tactics, which can limit their ability to raise funds effectively.

  7. Overreliance on a few donors: Nonprofits that rely heavily on a few large donors may struggle if those donors reduce or stop their contributions.


Apart from the above, reputation-related concerns often lead to a lack of funding.

  1. Scandals and Misconduct: News of scandals, misconduct, or controversies involving a nonprofit's leadership or operations can damage the organization's reputation and reduce trust.

  2. Ineffectiveness or Mismanagement: If perceived as poorly managed, donors may be less likely to give or continue their support to nonprofits.

  3. Financial Mismanagement: Financial mismanagement, using funds for non-mission-related purposes, can erode donor trust and reduce support.

  4. Lack of Transparency: If a nonprofit is secretive or not transparent about its operations, funding sources, or impact, donors may be hesitant to support the organization.

  5. Mission Drift: If a nonprofit deviates from its stated mission or begins to focus on activities not aligned with its core purpose, donors may question the organization's effectiveness and may be less likely to give.

  6. Perception of High Overhead Costs: If a nonprofit has high overhead costs or spends "too much" on administrative expenses, donors may be less likely to give or may give smaller amounts.

  7. Lack of Accountability: Donors want to see measurable results from their donations. When a nonprofit fails to demonstrate the impact of its programs and services, the donors will be less likely to give or continue their support.


Social Media has opened up a world of opportunities for small nonprofits to explore fundraising and community mobilising. Fears of using digital technologies and lack of knowledge have led to numerous small nonprofits doing good work getting unnoticed.

Funding is critical for any organisation. Educating staff and volunteers on social media can go a long way in raising funds and amplifying outreach in the digital age.

How To Add Value As A Small Nonprofit on Social Media?

Everyone has something of value to contribute to this life. There will always be an audience who enjoys your style and dedication to what you do. Who is willing to know you better and walk with you in your journey.

There will always be an audience for those who provide value. Similarly, every Brand or Cause must provide value on social media to keep its audience engaged. 

I want to share three ways you can add value as a small nonprofit on social media.

The question isn’t, ‘What do we want to know about people?’ it’s, ‘What do people want to tell about themselves?’ – Mark Zuckerberg, Founder, Facebook.

Educate Your Audience

What can you teach others about how you do what you do? Let’s say you are working in the field of human trafficking. Showcasing one or two examples of how you work with the public to reduce the menace differentiates you from other similar nonprofits. The safe methods you use to collaborate with the larger community could drive involvement. When people read or watch how participants keep in touch with nonprofits, they will be encouraged to join in.

Empower Your Members

Everyone involved with your work must be a step ahead of the rest. They need to know what you are currently involved in and what you have achieved. Access to information that empowers your members to help them form a deeper understanding of your cause and tell others about your work.

Comfort Your Followers Hearts to add value as a small nonprofit

What brands or nonprofits often forget to communicate is that they are human. It is a SOCIAL media platform, after all! A good word can stir hearts in the right direction in times like these. We believe words are powerful but shy away from speaking what we know is the need of the hour. Don’t be too caught up with what you do or be so worried about being stuck creatively. 

Inspire hearts and minds to live a better quality of life. 

Today, we are in a more digital world than ever. Eyes glued on the screen could use a slight deviation to self-reflect. It will go a long way in changing the world one person at a time. Check out this blog post on using social media. 

3 Ways To Keep Your Donors Involved

Keeping Donors happy isn’t as hard as you think.


Thanks to generous donors, nonprofits can sustain the fine work they do. These are donors who believe in the power of social impact. To those who donate, nonprofits have a responsibility.


Currently, funds diverted to address the pandemic make it difficult for small nonprofits to sustain themselves.


I want to share three ways you can keep your donors involved;

  1. Tell the world how your nonprofit is effecting change.

  2. Educate your donors, and provide a context of the work you do.

  3. Present your work in the best way possible.

Why is Showcasing Impact necessary?

Showcasing impact involves the transformation in the lives of your beneficiaries.
How does showcasing impact help the donor?

  1. They feel involved as part of the change-making experience.

  2. Donors feel assured that they have invested in the right nonprofit.

  3. It delights them to see their investment bear fruit. The donor feels rewarded.

  4. Encourages them to tell stories via word of mouth or (digital word-of-mouth) social media.

  5. They receive clarity on how funds are being utilized and turn into advocates for your Cause.

Educate to keep your donors involved


Education is about taking your donor into your state-of-the-heart sanctum sanctorum – your mission, employees, volunteers, donors, and partners.

How to educate your donors? How does educating your Donor help?

  1. Add value by providing credible insights, encouraging them to think, and helping with decision-making. Credible insights on the Cause help them to ideate with you.

  2. Keep them informed on the latest milestones achieved, trends, and future challenges. Everyone wants to stay up-to-date.

  3. Educating donors online draws equal attention from remote or local donors.

  4. The more they learn, they will continue to stick with your Cause. It keeps the donors excited for future investments.

  5. Educating donors makes them feel closer to the Cause rather than feeling alienated. Out of sight can get quickly Out of mind in the digital world.

Presentation matters

Presentation is about representing yourself (organization) in the best way possible. Be it public engagements, websites, social media platforms, or internal presentations.

Why does Presentation matter to donors?

  1. Consistency in your messaging. Consistency across traditional and new media reveals the nonprofit’s purpose-driven approach. It helps them to keep up with the flow of information.

  2. Deliver clarity with short and necessary information. Be minimal in your textual communication to avoid message overload.

  3. Ensure communication of credible partnerships. It enhances brand value.

  4. Post content for donors of all kinds to share online. Who does not like promoting good work online?

  5. Maintaining colors and fonts help with top-of-mind recall. Do not forget we live in a cluttered digital world.

Consider these best practices for your nonprofit to keep your donors involved. Check out this interview with Claire, a fundraising coach, on Amy Eisenstein’s blog. She elaborates on helping the donor feel good about their donation.

Five Media Opportunities To Feature Your Nonprofit or Small Business

Public Relations is the long game. 

Nonprofits are in the long game. 

Building credibility requires time and trust. Public Relations helps build trust. PR also prepares nonprofits promptly to leverage the power of media.

What are five long-term media opportunities that nonprofits can leverage? 

  1. Unique Interviews

  2. Profile your people

  3. Larger Industry Stories

  4. Trending Stories

  5. No-strings-attached briefings

Unique interview

How are you uniquely impacting your cause as an organization? Is your method a new one that will help lift mankind out of its misery? Are you the first one to make such strides in this area? 

Whatever sets you apart from your peers in the space is a potential story you can pursue with the media. 

Profile your people

Almost every mainstream media has a section to profile individuals making a difference in the community. A diligent search across print, television, and online will help locate relevant ones. 

Larger industry stories 

Participating in industry feature stories is a great way to position yourself in the eyes of your audience. Keeping in touch with journalists relevant to your space is a good approach, if not the best.

Say a journalist is doing a feature on human trafficking. Your expertise will be valuable for the story. A quote or insight you can provide will add value to the story and educate the public. Your value as a reliable source will help you gain similar opportunities. 

Trending stories

When some cause-based issue begins to trend in the news or a trending story is relevant to your nonprofit, reach out to the journalist. 

Media briefings or 1o1’s

Frequent media catch-up meetings are a great way to build your media relations. No strings attached briefings, meaning no expectation of coverage. The journalist learns about what you do and the cause. Hopefully, the journalist will leave with enough information for multiple story angles. Keep that in mind when talking to a journalist – story ideas. 

Another important detail, no meeting is off-the-record for anyone. It is always official. 

These are easy-to-find opportunities, not necessarily easy to get done. Persistent effort is necessary. Apply these media opportunities to spread your word as a nonprofit or startup. 

3 Reasons For Nonprofits In India To Get Active Online

Charities Aid Foundation, along with YouGov, released a report on the nonprofit industry in India. I want to highlight three points from the report that small nonprofits will find encouraging, to get active online.

Consistent posting schedule

“Overall, Indians agree that charities have a positive impact in their community (80%), their country (80%) and internationally (70%). More than half (56%) agree that most international charities and non-profits are trustworthy, whilst just under half (48%) feel the same about Indian charities.”

The increasing belief that nonprofits have a positive impact in India is an encouraging fact. India is ranked #82 on the 10-year World Giving Index, half of the biggest risers over time are from Asia (CAF World Giving Index 2019). The pandemic has revealed the heart of volunteering and lengths to which individuals can go in order to help one another. To tap into the growing trust, it’s necessary to keep your social media accounts active. Being active requires posting content that is educating, empowering and inspiring.

Stay on donors top of mind

Giving via a digital wallet (e.g. Apple Pay, PayPal, Google Wallet) increased significantly from 20% in 2018 to 28% of donors in 2019. It is now the third most popular method of donating.

Overall, online giving has increased. With the pandemic, cash donations are on the decline. An active social media account helps donors to stay abreast of all the action and donate in a timely manner to organisations in need.

Get active online to feed the flock

Younger donors are most likely to donate with digital technologies such as via digital wallet (35% of 18-24 year olds vs 11% of those aged 55 and over) and least likely to use cash (52% vs 64% of those over 35) or cheques (11% vs a high of 19% among 45-54 year olds). Those aged 25 to 34 are the most likely to have donated with a bank or credit card (42%).

India is the youngest country in the world. These youth are literally living online. They are passionate, also impatient, and need to be consistently fed with content that appeals to their tastes. Amping up social media posts is the right thing to do. A one stop shop for young donors and volunteers to learn and engage with your nonprofit.

Hope the points above will encourage you to invest time valuably online as you pursue efforts offline to grow your organisation.