Helping Shape a Shared Standard for Nonprofit Communications

When I was invited to help write the Communications & Marketing chapter of Together SC’s Guiding Principles and Best Practices (5th Edition), I felt both honored and deeply aware of the responsibility.

These Guiding Principles aren’t theoretical. They’re used by nonprofit leaders, board members, and teams across South Carolina—and beyond—to take stock of where they are, where they want to grow, and how they show up in service of their missions. Being asked to help shape the Core Elements and Recommended Practices for communications and marketing meant asking a simple but important question:

What would actually help nonprofits right now?

What guided my approach

As I worked alongside Together SC on this chapter, a few things stayed front and center:

• Clarity over jargon. Communications guidance should feel doable, not overwhelming.

• Practical over aspirational. These practices needed to reflect real capacity constraints—not ideal-world staffing models.

• Dignity and ethics matter. Storytelling is powerful, and with that power comes responsibility.

• Investing in communications is not “extra.” It’s the only way we build and sustain our missions, impact, and trust.

Why this chapter matters

Nonprofits are navigating crowded information environments, rising expectations for impact and transparency, and growing pressure to “do more with less.” Strong communications won’t solve every challenge—but unclear, inconsistent, or under-resourced communications can quietly undermine even the strongest programs.

This chapter encourages organizations to:

• Be intentional about who they’re trying to reach and why

• Use digital platforms thoughtfully, not reactively

• Equip staff, board members, and volunteers to speak with confidence and consistency

• Measure what’s working and adapt over time

How to use the Guiding Principles

If you’ve downloaded the document (or plan to), here’s a simple way to approach it—especially the Communications & Marketing section:

1. Don’t read it cover to cover in one sitting.
   Pick one principle or core element that feels most relevant right now.

2. Use the self-assessment honestly.
   “Not yet in place” isn’t a failure—it’s a starting point.

3. Focus on progress, not perfection.
   Choose one or two recommended practices you can realistically work toward this year.

4. Use it to spark conversation.
   These pages are powerful tools for board discussions, staff planning sessions, or onboarding conversations.

5. Revisit it regularly.
   Capacity grows. The issues you work on can change rapidly. Your communications approach should evolve with it.

Let us be a resource

If you’re using the Guiding Principles and find yourself unsure how to translate them into action, you’re not alone. Sometimes an outside perspective helps move things from good intentions to implementation—and we’re always happy to be a resource. Feel free to reach out to me directly – cayci@1000feathers.com.

And if communications and media engagement are top of mind, I’ll be hosting a virtual training on March 4 at 12:00 p.m. EST called Mastering the Media. More details and sign-ups are coming soon—but consider this your save-the-date.

The Guiding Principles are a gift to the nonprofit sector. My hope is that organizations don’t just read them—but use them and return to them often.