Those who earn a graduate degree in strategic communication have the opportunity to explore careers in a variety of fields — and the nonprofit sector, in particular, can offer a rewarding path for passion-driven professionals. The demand for communications professionals who know how to craft strategic and impactful messaging campaigns is especially high in the nonprofit sector; these organizations often rely heavily on their own communication strategies in order to connect with their target audience and generate funding.
What Is Nonprofit Strategic Communication?
Strategic communications for nonprofit organizations is the practice of creating targeted messaging that aligns with their goals, such as fundraising, volunteer recruitment, advocacy and stakeholder engagement. While fundamental principles in strategic communication can be applicable, those who pursue careers in nonprofit strategic communications need to implement these principles in a way that aligns with the goals and purpose of the nonprofit.
Why Strategic Communication Matters in Nonprofits
Communications in nonprofits has a direct impact on the success of these organizations. According to LinkedIn, strategic communication matters in nonprofits because:
- Effective messaging allows nonprofit organizations to connect with stakeholders, donors and the public.
- Strong communication strategies allow nonprofits to raise funds, advocate for causes and increase awareness.
- Strategic communication plans allow nonprofits to mobilize support.
- Advanced communication planning gives nonprofits the ability to leverage the latest technology and most relevant data to improve their outreach efforts.
Challenges and Opportunities in Nonprofit Communication
While large corporations and global brands have a greater ability to invest heavily in powerful communications planning, nonprofit organizations do not always have the same resources available. In general, most nonprofit organizations work with limited budgets, yet they must prioritize strategic planning in order to leverage the power of high-impact storytelling opportunities, social media advocacy efforts and digital content marketing.
8 Careers in Nonprofit Strategic Communication
Anyone interested in pursuing a career in strategic communications for nonprofits can explore a variety of positions to consider. Knowing the responsibilities of each role and the skills required for each individual position can help you tailor your education and goals accordingly.
1. Grant Writer
Nonprofit organizations often hire grant writers to help them secure funding from foundations, corporations and the government. Grant writers are responsible for researching and drafting proposals as well as submitting grant applications in hopes of securing funding. The key skills needed for this position include:
- Research
- Persuasive writing
- Fundraising strategy
- Budgeting knowledge
2. Communications Specialist
Communications specialists can play a powerful role at nonprofits, as they are responsible for drafting and implementing the communication strategy for the organization. They are tasked with handling day-to-day communications — which may include press releases, newsletters for key stakeholders and social media updates for supporters. Main skills leveraged in this position include:
- Writing
- Content creation
- Media relations
- Search engine optimization (SEO)
3. Content Strategist
According to Indeed, a content strategist is a communication professional who creates on-brand content for an organization. At nonprofits, content strategists must work to develop and manage content strategies that align with their mission and goals. Key competencies for this position include:
- Writing for various business needs and goals
- Data analysis
- Content planning
- Storytelling
- Market research
4. Digital Marketing Manager
A digital marketing manager specializes in creating digital marketing strategies that leverage the power of online channels. At nonprofit organizations, digital marketing managers are responsible for overseeing online campaigns, developing social media marketing strategies and creating email outreach campaigns to engage supporters and donors. This position requires knowledge in:
- Marketing
- Social media strategy
- Data analytics
- Advertising
- SEO proficiency
5. Communications Director
A communication director is the leader of the communications team, primarily responsible for developing the large-scale communication strategy. At a nonprofit organization, a communications director often works to ensure that all messaging aligns with the nonprofit's mission. The director also oversees the communications team, which may handle more day-to-day tasks. Essential skills for this position include:
- Leadership
- Crisis communication
- Public relations
- Data analysis
- Strategic messaging
6. Public Relations (PR) Manager
Public relations managers strive to cultivate a positive image for nonprofit organizations and create campaigns that paint an organization or brand in a favorable light. At nonprofit organizations, a public relations manager actively works to build relationships with members of the media, manage press coverage and improve the public image of the organization. Skills leveraged in this position include:
- Writing for external audiences
- Media relations
- Crisis communication
- Branding
7. Internal Communications Specialist
While public relations managers focus on outreach and brand image, internal communications specialists focus on messaging directed at employees. At nonprofit organizations, internal communications specialists work to develop clear and consistent internal messaging, then use that messaging to foster employee engagement. Key skills required for this position include:
- Writing for internal audiences
- Communication across teams
- Organizational behavior
- Conflict resolution
8. Community Engagement Coordinator
Focusing on communication efforts between the nonprofit organization and the community at large, community engagement coordinators work to develop partnerships, create outreach programs and foster relationships with key stakeholders in the community. They need skills and knowledge in areas that include:
- Event planning
- Volunteer coordination
- Relationship building
How a Master’s in Strategic Communication Prepares You for Nonprofit Careers
If you are interested in developing the specific skill set for nonprofit communications jobs, a master's in strategic communication can be an ideal academic program. This graduate degree is designed for communications professionals who want to advance their skills and develop an analytical approach to communication strategy development. A master's in strategic communication curriculum can help you prepare for nonprofit careers in the following areas:
Nonprofit Storytelling and Messaging
Storytelling rests at the heart of strategic communication for nonprofit organizations. Nonprofits need to be able to share compelling stories that attract donors and supporters alike. Throughout a strategic communication master's degree program, you will learn how to craft persuasive, mission-driven content across a wide range of platforms. You will gain experience in grant writing, donor appeals and social impact storytelling.
Strategic Digital Marketing for Nonprofits
Nonprofit organizations need communication professionals on their teams who know how to leverage the power of digital marketing to raise awareness, generate funds and promote their mission. In the strategic communication graduate degree program, you learn how to leverage social media, email marketing and SEO for nonprofit outreach. The curriculum for this degree covers data-driven content strategies to optimize fundraising and awareness campaigns. It will cover advanced social media strategy, website management and Google Analytics for nonprofits.
Public Relations and Crisis Communication
Without the right communications team members on their staff, nonprofit organizations are vulnerable to crisis situations. Strategic communication professionals should be prepared to help nonprofits navigate funding cuts, negative press and public scrutiny — which is why a master's in strategic communication helps equip them with the skills required to craft effective public relations campaigns. While earning this degree, you will learn the art of press release writing, improve your media relations skills and explore the role of advocacy public relations.
Community Engagement & Stakeholder Management
Relationship building exists at the core of any nonprofit organization's success. Strategic communication professionals can help nonprofit organizations build strong relationships with donors, volunteers, sponsors and policymakers. A relevant communication degree program covers how to develop and maintain a nonprofit's brand identity, plus allows you to learn more about donor relations, nonprofit branding and stakeholder communication.
Real-World Experience through Hands-on Projects
In addition to its rigorous coursework, a master's in strategic communication degree offers an opportunity to apply your skills in a real-world nonprofit communication project. During this project, you have the ability to create digital campaigns, advocacy strategies or fundraising materials for a real nonprofit organization as you become proficient in strategic campaign execution, nonprofit marketing plan development and impact assessment.
Is a Nonprofit Strategic Communication Career Right for You?
A nonprofit strategic communication career can be an appealing and rewarding journey for many. By evaluating your personal interests alongside your career goals, you can better decide if this is the best path forward for you.
5 Traits of Successful Nonprofit Communicators
In order to succeed in nonprofit strategic communication, professionals should aim to develop and hone a mix of technical expertise, interpersonal skills and a passion for social impact. These are several essential traits of successful nonprofit communicators:
- Passion for the cause – You should genuinely care about the mission of the organization you are working for.
- Strong storytelling ability – You must be able to create compelling narratives that will attract funding, appeal to volunteers and support advocacy efforts.
- Adaptability and creativity – You will likely be working with limited budgets and resources — requiring you to be resourceful and creative when developing low-cost marketing strategies.
- Relationship-building and community engagement skills – You should be able to rely on your strong interpersonal skills to foster connections with donors, volunteers, media professionals and the community at large.
- Leadership and team collaboration – You will likely need to lean on strong leadership skills to collaborate with fundraising teams, advocacy groups and volunteers.
Learn More About the Master’s in Strategic Communications at UMN
Nonprofit communications jobs allow professionals to apply the skills they’ve amassed throughout their master's in strategic communications programs while pursuing a career in line with their personal interests and passions. At the University of Minnesota Hubbard School, we’re proud to offer a Professional Master of Art in Strategic Communication that equips students with the advanced analytical skills required to craft persuasive, effective communications strategies. It is an ideal option for those interested in pursuing nonprofit strategic communications positions.
Request more information about our graduate degree programs today.
