Communications Outlook: Top Trends for Nonprofits and Foundations in 2024

A broad range of trends and events will shape the social impact field in 2024. Through our daily practice of helping organizations communicate more effectively, we’ve identified eight ways you can use communications to meet this moment and strengthen your organization’s impact.

One thing these tips have in common? From large foundations to community-based nonprofits, organizations that embrace authenticity, transparency, and humility in their communications will be best poised to build trust with stakeholders, attract support for key issues, and affect lasting change.

Lead with strategy. Tighter purse strings can mean fewer resources in 2024, and communicators will have to choose what activities to focus on to maximize impact. A strategy-first approach that supports your organization’s broader objectives is a must to ensure the greatest “ROI” on your communications efforts. Leverage your strategy to narrow your priorities, protect your resources, and avoid burnout.
Listen to deepen trust. In an ever-changing and increasingly polarizing landscape (hello, general election year), embracing a “beginner’s mindset” can help you center curiosity, humility, and empathy in your work. Start by checking in with your key audiences and asking for feedback. Practice deep, active listening to learn. This kind of approach can deepen trust and help you build lasting connections with the people that shape your organization’s work.
(Responsibly) embrace AI. From crafting a headline for your newsletter to social media “listening”, AI-powered tools can support your team’s content creation, increase productivity, deepen insights, and generate new ideas. But AI-powered tools won’t give you strategy, replace human connection, or provide publication-ready content. AI will still require editing to ensure your content is accurate as well as authentic to your organization’s brand and voice. As you explore what uses are helpful and appropriate for your organization, craft policies to set expectations, manage risk, and clarify goals. Nonprofits that thoughtfully integrate AI this year stand to gain a competitive edge.
Align your brand. Organizations are forever changed from the pandemic and racial reckonings, prompting many to develop new strategic plans for the world that’s emerging today. Evaluate your brand, including visual identity, key messages, and narrative framework to determine if it reflects where your organization is now and supports where you are going next. A strong, strategic, and consistent brand can close the gap between current perceptions and desired positioning.
Own your owned channels. Social sharing tools like Meta and X (formerly Twitter) change constantly, and not always for the better. Don’t rely on volatile platforms (that may not be values aligned) to get your story out there and connect with audiences. Take control of your content distribution strategy by publishing first on your “owned” channels and platforms. Develop a unified content strategy to lead with a consistent voice, showcase your organization’s uniqueness, and build lasting relationships.
Partner with media to tell better stories. Media stories can be a great way to supplement activities on your own communications channels and reach new audiences, and news organizations are once again looking for stories beyond COVID. Human interest stories that authentically amplify the voices of the communities your organization serves have the power to shift narratives and spark action. To maximize impact through earned media, follow ethical storytelling best-practices and identify the right messengers to connect with your audiences. Check out our free Bite-Size Course to help jumpstart or refine your earned media approach for 2024.
Center community voices. In 2024, social impact organizations will continue to focus on power-building that centers community experience to fight for systems change. The strongest narratives are driven by the people most impacted by the work. If your organization is not already centering community voices, look for ways to make space for these leaders and solutions. By trusting communities to lead the way, we have an opportunity to shift narratives about the most pressing issues impacting society and influence lasting change.
Prioritize relationships. No single organization can solve climate change, homelessness, or the mental health crisis. Even in the era of remote work and machine learning, relationships matter most: they underpin effective communications, opening the door to greater impact through collaboration. Communications partnerships have the power to amplify shared messages and turn up the volume on key issues. Strengthen or seek out relationships that help you reach shared goals.

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