Three skills nonprofit communicators need to shine

Nonprofit communicators must be like a Swiss army knife: nimble, multifunctional, and ready to tackle a wide range of needs. From writing press releases and managing social media to creating marketing and fundraising campaigns and aligning internal messaging, the job is rarely just one thing.

However, while writing and digital chops often receive the spotlight, there are a few critical skills that can significantly influence a communicator’s success. These skills are frequently overlooked in job descriptions and by senior staff, and deserve more attention and investment. 

Here are three such skills and how to foster them within your organization:

1. Project management

Why it matters:
Communications projects don’t run themselves. Whether you’re managing a rebrand, publishing a newsletter, or coordinating the rollout of a big announcement, strong project management skills form the backbone of consistent and effective communication. In nonprofit settings, where teams are often lean and cross-functional, great communicators don’t just produce content. They also own the plan that gets that content into the world.

Project management in communications involves taking responsibility for timelines, roles, deliverables, and dependencies, often without a formal project manager overseeing the process. It also means navigating shifting priorities and last-minute curveballs while still making progress on the work.

What it looks like:

• Mapping out realistic timelines and aligning stakeholders up front (and using tools like DACI or MOCHA)
• Setting clear expectations and gently but firmly keeping people accountable to them
• Building in enough buffer to handle the unexpected without burning out the team
• Holding the big picture and the nitty-gritty details at once

How to improve:

• Use simple tools like Google Sheets, Asana, Monday, or Trello to visualize and track tasks and deadlines
• Practice backward planning from your launch or due date
• Take a training on project management basics, or shadow a skilled project manager internally to see how they structure and steer work
• Treat project debriefs not as optional but as essential to improving next time
  

Recommended reading and learning:

• How can you plan an inclusive and welcoming project?  Podcast by Big Duck
• A project manager’s guide to consolidating feedback like a pro by Maya Ovrutsky, Big Duck

2. Group facilitation and collaboration

Why it matters:
Nonprofit communicators don’t do their work in a vacuum. They rely on collaborations across the organization—with program staff to surface stories, with fundraisers to shape donor materials, and with senior leadership to align voice and vision. Communications roles often center on collaboration and facilitation, bringing teams together to align on how the organization shows up publicly.

The best communicators know how to bring groups together with purpose: listening well, building trust, encouraging creativity, and guiding teams toward clear decisions. It’s not always easy, especially in large, cross-functional groups, but working collectively leads to richer and more resonant communications than siloed approaches can deliver.

What it looks like:

• Identifying which meetings and spaces to have a seat at—and when communications needs to be brought in, even if it means advocating for earlier involvement
• Creating spaces where people feel safe to share ideas and know their input matters
• Navigating different perspectives and power dynamics with empathy and clarity
• Ensuring inclusive input without letting decision-making grind to a halt

How to improve:

• Practice active listening and clear summarizing in meetings
• Learn basic facilitation techniques, such as structuring group discussions and planning effective group meetings 
• Reflect after collaborative projects: What helped the group succeed? What slowed us down?

Recommended reading and learning:

• The Art of Gathering by Priya Parker – Insightful and practical for creating intentional group space 
• Becoming a better group facilitator by Ally Dommu, Big Duck
• 7 steps to foster healthy group participation by J Kelley, Big Duck
• Facilitator’s Guide to Participatory Decision-Making by Sam Kaner

3. Translation of complex ideas into clear, accessible messages

Why it matters:
Nonprofits tackle complex issues—such as housing justice, climate change, and education reform—and it’s easy for internal or technical language to creep into their external messaging. But most people don’t connect with jargon. 

Communicators who can distill complex, nuanced ideas into language that is accessible and resonant across different audiences are invaluable. They aren’t “dumbing it down.” 

What it looks like:

• Taking dense, technical content such as research, legalese, or policy and turning it into messages that speak to real people’s lives
• Adjusting tone, format, and level of detail depending on the audience—whether it’s board members, donors, journalists, or program participants
• Avoiding insider jargon in mass communications while still honoring the depth and integrity of the work
• Identifying when jargon or technical language is appropriate
  

How to improve:

• Read your content aloud. If it sounds like a grant report, it’s not ready for a newsletter or social post 
• Ask people outside your team to review key messages and give feedback: “Does this make sense to you?”
• Practice explaining your organization’s work in one minute or less, and then again in one sentence
  

Recommended reading and learning:

• Word Jumble: When Nonprofits Talk Fancy, America Tunes Out; opinion piece by Matt Watkins in The Chronicle of Philanthropy
• Plain language for nonprofits by Lila Tublin, Big Duck
• PlainLanguage.gov – Clear language guidelines, full of examples
• How do you know when your nonprofit has a jargon problem–and what can you do about it? Podcast by Big Duck
  

If you’re a nonprofit communicator or managing a communications team, take these three skills back to your next team meeting or 1:1 with teammates. Ask: Where are we already thriving? Where do we need to sharpen our tools? You don’t need to perfect everything—but a small step in the right direction can lead to significant improvements over time.

Want to work with Big Duck to build your team’s skills? Whether you need a training partner to take your organization’s communications team or grantees to the next level or a fun, interactive, team-building workshop for your next staff retreat, Big Duck can provide an experience tailored to your requirements and budget. Contact us to explore how we can help your team shine.