Happy Wednesday, nonprofit communications leaders.

Every week, I answer a question from a reader. This week's question is actually from an executive director looking to hire their next comms leader:

This leader is asking a great question because it means he's thinking about how a comms leader fits into the organizational structure, not just tasks for the person to check off. Keep reading to see how I answer this executive director.

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So what should a communications leader "own?"

On my snarky days my answer to this is, "ALL OF IT. We need ALL OF IT."

On my days when I'm thinking more clearly and level-headed, this is how I answer that question:

• Comms needs to own the message. Don't bring your comms leader a solidified message and ask them to "get it out there." Instead, invite your comms leader into the very first meeting when you're discussing a new program, or initiative, and ask them help you define the actual message for this new thing that will resonate with your audience. Your comms leader is thinking about how each message from your nonprofit will be received so they need to own what the message is. The actual words, the way it is and is not used, the voice, etc.
• Comms needs to own the assets. Comms needs to own the assets. Don't bring your comms leader a project brief from an outside contractor and say, "we hired an agency to create this landing page for us and they've also designed the social images to go along with the campaign. Please use these when you go to promote it." 😬 If you want any visual/creative asset to represent your nonprofit your comms leader MUST own that and be brought into the picture ASAP. Your comms leader is not just a button pusher or order taker. They don't just push buttons to spit out a product (your desired social media post) or take your McDonalds order in the drive through. It's not your job to decide what should be posted on social media, published on the website, or created as a video. That's their job. Once they have sat in the strategic meetings, they will then take the goal and the strategic plan and use those things to create a comms strategy, including the best assets to communicate with your audience.
• Comms needs to own the comms strategy. This feels like a given, but you'd be amazed how often comms leaders are given "comms strategies" by their coworkers. What i mean by that is often a teammate will come to a comms leader and say, "we have this event coming up and we need social media reels and stories created plus 5 emails sent to donors. I also want you to create a video." That person, without knowing it, did the comms leader work for them. The problem is... they're not a comms person. So while they may think the best way to communicate about their event is through a video and social media, it's actually your comms leader who will know what channels best communicate, how often to use them, and what assets they need.

Ok those are my top 3. What would you add?

Reply to me and tell me. I'm seriously curious!

Happy communicating,

CCO for Nonprofits

P.S. Want a question answered in a future issue? Drop it here.​

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Know a Nonprofit Leader in Kansas City Who Leads With Vision?

The Ewing Marion Kauffman Foundation is accepting nominations for the Uncommon Leader Visionary Award, recognizing a C-suite nonprofit leader in the KC metro area who demonstrates bold, enduring leadership. I am honored to help them get the word out about this award as the winner receives a significant personal financial award, and their organization receives funding as well.

You don't have to be based in KC to nominate someone. If a former colleague, peer, or leader you admire is leading a nonprofit in the Kansas City area, they deserve to be recognized.

Nominations are open now through June 1.

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Nonprofit Comms Jobs

• ​​Communications & External Affairs Manager - Education Reform Now Advocacy This one comes from a Nonprofit Comms Club member, and the hire gets to work alongside him! That is a selling point in my book, as this particular member is oh-so fun. This is a press and digital campaigns role for someone with political communications experience and a passion for education equity. You'll be a great fit if you've done campaign, advocacy, or statehouse press work. Remote-friendly, $80K to $100K, some travel required.

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Want to Work Together?

• ​Get Monthly Coaching! You're confident in your comms abilities, but you're doing it alone, and the people above you don't always understand what you do. Monthly coaching gives you a thought partner with an executive-level communications mindset who can help you lead with confidence, think strategically, and move your work forward.
• ​Is your organization looking to make a comms hire? The right hire starts with knowing exactly what you need. As someone who has sat in almost every nonprofit comms seat since 2008, this process can be made affordable, smooth, and focused on getting the right person in the right seat.
• ​Need help building a foundational comms strategy from scratch? The CCO Accelerator is a 12-week 1:1 coaching program where a customized communications plan gets built around your organization and your leadership confidence grows along the way.