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Thoughts from
the Field
Conversations about purpose, proof, and the people working to make good work thrive.
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Why Communications, Marketing, and Program Evaluation Are Essential—and Deeply Connected—Nonprofit Functions
Nonprofit teams often think of communications, marketing, and program evaluation as three very different functions. One shapes the message, one spreads the message, and one measures the impact. In reality, these functions are intertwined pieces of the same long-term strategy: demonstrating value, building trust, and inspiring action. When they operate in partnership—not in silos—nonprofits become more aligned, more efficient, and far more powerful in telling the story of thei
Michaela Rawsthorn
5 days ago3 min read


Communicating During Uncertainty
Uncertainty can shake even the most well-run organizations. A funding gap, leadership change, shifting community needs, or a sudden crisis — each can test not just operations but trust. Yet how you communicate in those moments can strengthen relationships, not weaken them. Uncertainty isn’t the time to go silent — it’s the time to go intentional. Lead With Transparency People don’t expect you to have all the answers. They do expect honesty. Share what you know, what you’re do
Michaela Rawsthorn
Oct 272 min read


The Power of Strategic Communication for Nonprofits
Why intentional messaging isn’t just “nice to have”—it’s mission-critical In the nonprofit world, every word counts. Limited budgets and big goals mean that communication can’t be an afterthought. Strategic communication—the intentional alignment of your message with your mission, audience, and goals—is one of the most powerful tools nonprofits have to drive awareness, engagement, and lasting support. 1. It Builds Trust and Credibility Nonprofits rely on trust. Donors, volunt
Michaela Rawsthorn
Oct 172 min read


Start with the End in Mind: Why Evaluation Planning Belongs at the Beginning
Too often, nonprofits think about evaluation when a report is due. Long after the program has started, the data has been collected (or not), and the questions of “what did we achieve?” and “how do we know?” feel hard to answer. But evaluation isn’t an afterthought. It’s a throughline. When planned from the beginning, it becomes a roadmap that helps organizations stay focused, learn in real time, and communicate impact with confidence. The Evaluation Life Cycle Every strong ev
Michaela Rawsthorn
Oct 152 min read


Making Clarity Out of Chaos: How a Data Strategy Helps Nonprofits Navigate Uncertain Times
In times of uncertainty—when funding shifts, priorities change, or the path ahead feels foggy—data can be a nonprofit’s most reliable...
Michaela Rawsthorn
Oct 102 min read


Why Signal & Proof Exists: Helping Good Work Speak for Itself
The distance between what’s done and what’s understood can be vast in the nonprofit sectors. Organizations are changing lives every...
Michaela Rawsthorn
Oct 82 min read
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