Communications Audit

Every nonprofit organization needs to reach its key audiences in order to promote its mission, achieve its intermediate goals, and document its activities and successes to its supporters and the broader community in which it operates.

Most organizations would like to improve their communications, but many are unsure about what they need, how to go about it, and where to begin.* To help them focus their efforts and resources, Nonprofit Works recommends starting with an assessment of their current outreach goals, methods, and outcomes.

The audit is a comprehensive review of an organization’s existing communications, including tools and materials, internal processes, and the outreach components it finds most challenging. It includes an analysis of:

• Branding — Names / acronyms, tag lines, logo, web domains, and structural relationships
• Concepts and processes — Mission statement, intermediate goals, audience identification and targeting, messaging, media tracking, staff responsibilities and workflow
• Digital tools — Website, e-mail lists, e-newsletters, social media, blogs, audio / video, advertising, presentations, apps, and other “virtual” resources
• Collateral materials — Printed and other tangible resources such as brochures, flyers, newsletters, reports, and walletcards or other “take-aways” or swag
• Outreach mechanics — Story ideas and development, media relations, quotes, press releases and story pitches, graphics and data, media events / actions, and result metrics

As part of the assessment, we interview staff members involved in communications to gather additional information and materials, and discuss program dynamics, skillsets, and areas that need strengthening.

After analyzing all of those things, we identify areas to focus on and ways to move forward. We provide a concise written report on the organization’s existing communications efforts, areas that could be improved or broadened, and a strategy “roadmap” for enhancing its outreach capacities in the near and longer terms.

Communications audits typically range between $1,250 and $2,750, based on the size and complexity of an organization’s programs and outreach efforts, and any specific capacities it wants to strengthen. For more details on this and Nonprofit Works’ other communications services, please contact us.

* We do not recommend conducting a communications audit before undertaking a new strategic plan, as the purpose of that exercise is to assess and potentially change an organization’s intermediate goals, programs, and / or processes. Instead, we suggest including communications as part of the strategic-planning process.