New insights from The Communications Network reveal that nonprofit communicators are thinking more strategically than ever about how they share their stories and how they measure their impact.
Storytelling continues to play a key role across the sector. Nearly all communicators report using storytelling in external communications, most commonly through social media, e-newsletters, and owned content channels. The biggest barrier is time; many teams simply lack the staff capacity to do this work consistently.
Looking ahead to 2025, these trends are emerging:
- Storytelling will become even more common, with 57% of communicators planning to use this tactic more frequently next year.
- Evaluation and measurement will see greater focus, with many communicators planning to assess communication strategies and impact.
- Communications research will be a priority for three-quarters of organizations, much of it focused on strategic planning.
- Staff training will take center stage, with over half of the respondents planning to invest in team development.
- New tools will be adopted to support storytelling, including artificial intelligence (AI), video, audio, and content creation platforms.
The common thread running through these trends is a clear commitment to developing more intentional and effective communication strategies. Nonprofit leaders and communicators alike are working toward stronger, more authentic storytelling to advance their missions.