How to build a nonprofit communications plan that works

That’s where a nonprofit communications plan comes in. It helps you share your story in a way that’s clear, consistent, and meaningful, without running yourself into the ground.

We’ve worked with hundreds of nonprofits that felt stretched thin, stuck with scattered messaging, or unsure of how to keep donors and volunteers engaged. So, we built a better way. In this guide, we’ll walk you through how to build a communication plan that saves time, builds trust, and grows your impact, step by step.

What is a nonprofit communications plan?

A nonprofit communications plan is like your playbook. It tells you what to say, who to say it to, and how to get your message across in the clearest, easiest way possible. It keeps you from sending mixed messages or rushing out last-minute posts that don’t really connect.

When we say “communications,” we’re not just talking about flyers or newsletters. It’s everything, emails, social media posts, text messages, thank-you notes, even how your team talks about your mission in meetings. A good plan makes sure all those touchpoints work together toward the same goal.

Some folks ask, “What’s the difference between a communications plan and a marketing plan?” Here’s the quick version: marketing is often about getting attention and driving action (like donations or sign-ups). Communications is broader, it also includes how you share your mission, build relationships, and stay connected with your people long-term.

When you have a clear plan, everything gets easier. Your team knows what to say. Your supporters feel more connected. And you get to spend more time doing the work that matters most.

Set communication goals using SMART principles

Before you start writing emails or posting on social, take a step back and ask: What are we trying to achieve with our communication? That question might sound simple, but it’s the one that keeps everything focused.

We’ve seen a lot of nonprofits jump into content without setting clear goals. That usually leads to scattered messages, low engagement, and stress. A solid communication plan starts with setting SMART goals, goals that are Specific, Measurable, Achievable, Relevant, and Time-bound.

Here’s what that might look like:

• Instead of saying “We want more people to know about us,” try:
  “Grow our email list by 20% in the next 3 months.”
• Instead of “We need more donations,” try:
  “Get 50 new recurring donors by year-end through our monthly giving email series.”

These kinds of goals help your team stay on track. They also give you something real to measure, so you know what’s working, and what’s not.

And remember: your communication goals should support your bigger mission goals. Whether you’re trying to raise awareness, recruit volunteers, or bring in new donors, tying your messaging to something concrete helps it land better.

Define your target audience and their communication preferences

Not every message is for everyone. That’s why one of the smartest things you can do is figure out exactly who you’re talking to, and what they care about.

Start by listing your key audiences. Most nonprofits have a few main groups: donors, volunteers, board members, maybe even community partners or program participants. Each group is different. They support you in different ways, and they want to hear different things.

Here’s an example:

• Donors might want impact stories, updates on how their money is used, and easy ways to give again.
• Volunteers might care more about upcoming events, where help is needed, and feeling appreciated.
• Board members usually want high-level updates, clear data, and next steps they can act on.

Once you’ve mapped out your groups, think about how they like to communicate. Do they read emails? Scroll Instagram? Prefer a quick text? Knowing this helps you meet people where they already are, instead of wasting time shouting into the void.

The more you tailor your messages, the more they’ll stick. You’re not just pushing info, you’re building real relationships.

Build your nonprofit’s messaging framework

Now that you know who you’re talking to, it’s time to get clear on what you’re saying, and how you’re saying it.

Your messaging framework is the foundation of your voice. It’s what keeps your emails, social posts, thank-you notes, and even your team meetings all speaking the same language. When your message is clear and consistent, people trust you more, and they’re more likely to stick around and support your work.

Start by writing out your core message. It should explain your mission in a way that’s short, strong, and easy to repeat. Then, break that message into smaller talking points for each audience group. Think about what they care about and how your mission connects to that.

Also, don’t forget your team. Internal communications matter just as much. Everyone on your staff, from fundraising to programs, should feel confident talking about your work. That means sharing your messages with them, making time for alignment, and being open to feedback.

And here’s a tip from experience: you don’t need to sound fancy. Just be real. Speak in plain language. If a fifth grader wouldn’t understand it, it’s probably too complicated.

Choose the right communications channels

You don’t have to be everywhere. You just have to be where your people actually are.

Choosing the right communications channels means thinking about where your supporters spend time, and how they like to connect. That could be email, social media, text messages, or even a good old-fashioned phone call or letter.

Here’s a quick breakdown of what works well (from what we’ve seen with hundreds of nonprofits):

• Email is your workhorse. It’s great for updates, donation appeals, event invites, and thank-yous. Plus, it’s easy to track what’s working.
• Social media posts help you stay visible and tell your story in real time. You can use them to highlight wins, promote campaigns, or share behind-the-scenes moments.
• Text messaging is powerful for reminders or last-minute updates. It’s personal, quick, and easy to respond to.
• Printed materials still have their place, especially for older donors or major gift appeals.
• Phone calls may feel old-school, but they go a long way for big moments like thanking major donors or reconnecting with past supporters.

You don’t need to use every channel. Start with one or two that you can manage well, then grow from there. What matters most is showing up consistently with messages that feel real and helpful.

Build a content calendar and communications planning process

You’ve got your audience. You’ve got your message. Now it’s time to put it all into action, without burning out.

A content calendar is your roadmap. It helps you plan ahead, stay organized, and avoid last-minute scrambles. Think of it as your cheat sheet for what you’re going to say, when you’ll say it, and where it’ll show up.

Start simple. Grab a spreadsheet, a wall calendar, or a tool like Google Calendar. Then map out the big stuff first:

• Campaigns or events coming up
• Holidays or awareness days
• Recurring content (like newsletters or social posts)

Once you have those anchors, fill in the smaller pieces, reminders, thank-yous, impact updates, behind-the-scenes stories. Spread it out in a way that feels doable for your team.

We always suggest planning a month or two at a time. That gives you enough space to be thoughtful, but still flexible if things change.

Also, make sure someone owns the process. Whether it’s one person or a small team, having a point person keeps things moving and avoids the “who’s doing this?” scramble we’ve all felt before.

A good plan keeps your whole team on the same page, and makes sure your community hears from you often, not just when you need something.

Use data and automation to personalize communication

Nobody wants to feel like just another name on a list. That’s why personalized communication matters, and no, it doesn’t have to be complicated.

Start with the basics. Use people’s names. Reference their past giving or volunteering. Say thank you in ways that feel real, not robotic. These small touches build trust and help supporters feel seen.

Now here’s where things get easier: automation.

Let’s say someone makes a donation. Instead of manually sending a thank-you email every time, you set up an automated message that goes out right away. It’s fast, it’s warm, and it keeps people engaged. The same goes for welcome series, monthly updates, or reminders for recurring giving.

Over time, tools like Harness let you track data, like when someone last gave, what they care about, or which emails they open. That helps you send the right message at the right time, without starting from scratch every time.

And here’s the truth: personalized, automated messages aren’t just more efficient. They actually raise more money and keep supporters around longer. We've seen it work time and time again.

So even if you’re a small team, you can still communicate like a pro. Let the tech do the heavy lifting, so you can focus on the mission.

Track success and optimize your strategy

Once your plan is rolling, don’t just hope it’s working, check. See what’s landing. See what’s not. Then use that info to get better over time.

This part doesn’t have to be fancy. Start by picking a few things to measure. That might be:

• Email open and click rates
• Website visits
• Social media engagement
• New donors or volunteers
• Event sign-ups

You don’t need to track everything. Just focus on the numbers that actually show progress toward your communication goals.

And don’t wait until the end of the year. Set a habit of checking in monthly or quarterly. What messages got the most response? What didn’t connect? Are you talking too much about your needs and not enough about your impact?

Sometimes we find nonprofits are sending out a lot of content, but not enough that actually resonates. That’s where small tweaks can make a big difference.

Also, ask for feedback. A quick survey or a simple “What would you like to hear more about?” email can open up great insights.

Your plan isn’t set in stone. It’s a living thing. So keep adjusting, keep learning, and keep your supporters at the center of every message you send.

Everything becomes easier

A strong communication plan isn’t just another task on your to-do list. It’s what helps you stay connected to the people who make your work possible, your donors, your volunteers, your community. When you know who you're talking to, what you want to say, and how to say it, everything becomes clearer, and a whole lot less stressful.

We’ve seen how even small changes can lead to more support, more trust, and more momentum. And you don’t have to figure it all out alone.

Ready to simplify and scale your communication efforts? With Harness, your nonprofit can tap into personalized communication tools, expert support, and real-time data insights. Start building your plan today at goharness.com.