{"id":58108,"date":"2026-03-27T14:40:52","date_gmt":"2026-03-27T18:40:52","guid":{"rendered":"https:\/\/www.canadahelps.org\/?p=58108"},"modified":"2026-03-31T11:27:08","modified_gmt":"2026-03-31T15:27:08","slug":"plan-engage-succeed-communications-for-small-charity-teams","status":"publish","type":"post","link":"https:\/\/www.canadahelps.org\/en\/charity-life\/plan-engage-succeed-communications-for-small-charity-teams\/","title":{"rendered":"Plan, Engage, Succeed: Communications for Small Charity Teams"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">In our latest webinar, CanadaHelps\u2019 long\u2011time partner Kim Fuller of <\/span><a href=\"https:\/\/phil.ca\/\"><span style=\"font-weight: 400;\">Phil<\/span><\/a><span style=\"font-weight: 400;\"> joined us to share strategies for small charity communications teams. This session revisits the webinar Kim presented with us over 10 years ago, which remains one of our most popularly viewed videos on YouTube (receiving close to 30,000 views)!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">During the session, Kim provided an updated presentation on building a communications plan\u2014particularly in a saturated market\u2014and new strategies and tools that can be used to reduce overwhelm.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Read on to discover the highlights of Kim\u2019s presentation, <a href=\"https:\/\/www.canadahelps.org\/en\/forcharities\/resources\/webinars\/communications-for-small-charity-teams\/\">or go ahead and watch the replay.<\/a><\/span><\/p>\n<p><a href=\"https:\/\/www.canadahelps.org\/media\/Plan-Engage-Succeed-Screenshot-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-58117\" src=\"https:\/\/www.canadahelps.org\/media\/Plan-Engage-Succeed-Screenshot-1.png\" alt=\"\" width=\"972\" height=\"537\" srcset=\"https:\/\/www.canadahelps.org\/media\/Plan-Engage-Succeed-Screenshot-1.png 972w, https:\/\/www.canadahelps.org\/media\/Plan-Engage-Succeed-Screenshot-1-300x166.png 300w, https:\/\/www.canadahelps.org\/media\/Plan-Engage-Succeed-Screenshot-1-768x424.png 768w\" sizes=\"auto, (max-width: 972px) 100vw, 972px\" \/><\/a><\/p>\n<h2>Strategy needs to come first<\/h2>\n<p><span style=\"font-weight: 400;\">Small teams often skip planning due to time or budget constraints, but this can end up costing your organization more. A solid communications plan helps your team guide decisions, focus efforts, increase impact, support accountability and reduce overwhelm.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The first hurdle is getting leadership buy-in. You need to get them on board and truly understand how a plan can help you<\/span><b> improve efficiency, manage challenges and increase the impact of your communications.\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">No matter what the size of your organization, you can take small steps to improve your efficiency and the impact of your communications<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>Building your charity comms plan<\/h2>\n<p><span style=\"font-weight: 400;\">Before building your comms plan, you need to <\/span><b>define your strategic priorities as an organization.<\/b><span style=\"font-weight: 400;\"> Your development plan, communications goals and digital goals, all flow directly from your organizational objectives. So, before you begin with your communications planning, you must have these other pieces.<\/span><\/p>\n<p><a href=\"https:\/\/www.canadahelps.org\/media\/Tying-Everything-Together.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-58113\" src=\"https:\/\/www.canadahelps.org\/media\/Tying-Everything-Together.png\" alt=\"\" width=\"981\" height=\"507\" srcset=\"https:\/\/www.canadahelps.org\/media\/Tying-Everything-Together.png 981w, https:\/\/www.canadahelps.org\/media\/Tying-Everything-Together-300x155.png 300w, https:\/\/www.canadahelps.org\/media\/Tying-Everything-Together-768x397.png 768w\" sizes=\"auto, (max-width: 981px) 100vw, 981px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Plans<\/span><b> do not need to be huge documents.<\/b><span style=\"font-weight: 400;\"> Effective plans can be 8-10 pages or slides long. What is important is to keep things actionable, and prioritized to match mission and resources.\u200b Here is where to start with your communications plan:<\/span><\/p>\n<ul class=\"list-disc\">\n<li><strong>Mission &amp; Goals:<\/strong> Clear purpose and measurable communications objectives.<\/li>\n<li><strong>Audiences: <\/strong>Identify who you want to reach (donors, volunteers, etc.)<strong><br \/>\n<\/strong><\/li>\n<li><strong>Key Messages: <\/strong>The main points you want each audience to understand or act on.<strong><br \/>\n<\/strong><\/li>\n<li><strong>Channels &amp; Tactics: <\/strong>Practical selection of platforms and tools you can manage.<strong><br \/>\n<\/strong><\/li>\n<li><strong>Content Plan: <\/strong>Simple calendar or ideas for posts, emails, or campaigns.<\/li>\n<li><strong>Metrics &amp; Evaluation: <\/strong>Quick ways to measure success.<\/li>\n<li><strong>Roles &amp; Responsibilities:<\/strong> Who does what, even if your team wears multiple hats.<\/li>\n<\/ul>\n<p><strong>Use it to say &#8220;no&#8221; to distractions,<\/strong> preventing mission drift. If a Board Member comes to you with the idea to make a TikTok video or speak to a new audience, you can point back to your plan and let them know it is not in the plan this year.<\/p>\n<p>It does, however, need to <strong>stay adaptable.<\/strong> If circumstances change, it is a good idea to adapt. Even without change, you should revisit the plan on a monthly or quarterly basis to see if good progress is being made towards your metrics and whether any changes need to be made.<\/p>\n<p>&nbsp;<\/p>\n<h2>Creating a sustainable content calendar<\/h2>\n<p><span style=\"font-weight: 400;\">Once you have your comms plan, it\u2019s time to build a sustainable content calendar. To make work more efficient batch creation, prep ahead for roughly 80% of your content, leaving 20% of slots for timely, or ad-hoc pieces. You\u2019ll also want to maximize the lifecycle of your strongest pieces. An easy way to do this is to incorporate it in the planning. Ensure you have a column where you can mark best performing pieces to be repurposed and reposted.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>Defining positioning and core statements<\/h2>\n<p><span style=\"font-weight: 400;\">Clearly positioning your organization is<\/span><b> how you can stand out among a crowded market<\/b><span style=\"font-weight: 400;\">. You need to be as clear as possible on the core elements that define your organization.<\/span><\/p>\n<ul class=\"list-disc\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Tagline \u2192<\/strong> emotional entry point<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Purpose \u2192<\/strong> why your organization exists<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Vision \u2192<\/strong> the future you\u2019re working toward<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Mission \u2192<\/strong> what you do day-to-day<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Values \u2192<\/strong> how you behave while doing it<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Positioning \u2192<\/strong> what your organization does and how you are different<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Theory of Change \u2192<\/strong> how that work leads to broader impact<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Go through the exercise of defining each of these elements so you can powerfully articulate your organization\u2019s unique positioning and theory of change. You should involve leadership, board, staff, volunteers, and beneficiaries for complete buy-in.\u200b\u00a0<\/span><\/p>\n<p>Putting this on your Charity Profile with CanadaHelps is a great place to showcase your charity and reach new donors. Try it out for yourself.<\/p>\n<p><span data-sheets-root=\"1\"><div>\n  <div style=\"height:12px; position: relative; border-top-right-radius: 12px;border-top-left-radius: 12px;\" class=\"gradient-secondary\"><\/div>\n    <div style=\" padding-top:20px; display:flex; flex-direction:row; height:100%; align-items: flex-end; justify-content: center;\" class=\"ch-gray-section\">\n      <div id=\"left\" style=\"width:50%; margin-left:30px\">\n        <h3 class=\"header-secondary\">Update Your Charity\u2019s Public Profile on CanadaHelps<\/h3><p>A complete, updated profile helps build trust and increase donor confidence.<\/p>\n        <p><a class=\"btn btn-primary\" href=\"https:\/\/www.canadahelps.org\/en\/Admin\/MCProfile_Admin.aspx?click_id=ChProfile3\" id=\"ChProfile3\">Update Charity Profile<\/a><\/p>\n      <\/div>\n      <div id=\"right\" style=\"width:50%;\">\n        <!-- yes image is hardcoded for this design -->\n        <img decoding=\"async\" src=\"https:\/\/www.canadahelps.org\/media\/20250721_mkt_433_002.png\" style=\"vertical-align:bottom; width:100%\">\n      <\/div>\n    <\/div>\n<\/div>\n    <\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>Measuring and evaluating success<\/h2>\n<p><span style=\"font-weight: 400;\">Part of your comms plan is measuring and evaluating success. Some examples of KPIs include:<\/span><\/p>\n<ul class=\"list-disc\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Number of new donors\/ members\/ clients<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Average gift size or donation growth rate<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Website traffic or email conversion rates<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">New followers gained or social engagement interactions<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Many platforms you may already be using, offer built-in, easy-to-digest analytics. You can develop a process to regularly check-in, monitor performance and adjust strategies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Organizations that measure results and adjust based on data are <\/span><b>more than twice as likely to improve year-over-year performance.<\/b><\/p>\n<p>&nbsp;<\/p>\n<h2>Understanding audience segmentation<\/h2>\n<p><span style=\"font-weight: 400;\">Sending a specific message to a targeted audience is much more effective than trying to send a generic message to everybody. Segmenting allows you to balance between personalized messages and the ability to scale. Evaluate how many segments you currently have and whether they make sense and help to move the needle. An easy place to start is with 2-3 segments based on their relationship with your organization e.g. &#8220;knows us well,&#8221; &#8220;somewhat,&#8221; &#8220;new to the organization.&#8221;\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It was interesting to see that <\/span><b>almost a quarter of charities that joined us on the webinar, only had one list. <\/b>Although, on the other hand, <span style=\"font-weight: 400;\">\u00a014% had more than five!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you have your audiences defined, tailor messages, skip intros for those that know you already and thank them for their steadfast support, and welcome those that are just getting to know you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ask: Who are they? What are they interested in? What is the next logical step in their journey?<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>Adopting AI as co-pilot<\/h2>\n<p><span style=\"font-weight: 400;\">AI is a new tool that can help reduce the busy work and allow staff to focus on what is important. But, it needs to be approached carefully. In our webinar, <\/span><b>close to 80% of attendees were using AI to some degree at their organization,<\/b><span style=\"font-weight: 400;\"> but only 16% had widely adopted it as a part of the strategy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore, developing an AI user policy to prevent sensitive information being shared, and educating users on the possibility of inaccurate or biased output from AI tools is key. Investing in paid tools may be a good step as free tools often use data for learning which adds risk.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.canadahelps.org\/media\/AI-Tools-to-Explore.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-58111\" src=\"https:\/\/www.canadahelps.org\/media\/AI-Tools-to-Explore.png\" alt=\"\" width=\"962\" height=\"517\" srcset=\"https:\/\/www.canadahelps.org\/media\/AI-Tools-to-Explore.png 962w, https:\/\/www.canadahelps.org\/media\/AI-Tools-to-Explore-300x161.png 300w, https:\/\/www.canadahelps.org\/media\/AI-Tools-to-Explore-768x413.png 768w\" sizes=\"auto, (max-width: 962px) 100vw, 962px\" \/><\/a><\/p>\n<p>Each of these tools are linked in the slide deck for your convenience. <a href=\"https:\/\/cdn-ch-prod-bqhwa0ewbpg6eyc2.z01.azurefd.net\/prod-static\/pdf\/2026-03-19_CH_Plan_Engage_Succeed_Communications_for_Small_Charity_Teams.pdf\">Download the slide deck here.<\/a><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s a huge range of AI tools available to aid with content creation, data visualization, note taking and more. Research suggests that organizations can easily save up to 12 hours a week just by automating emails to donors.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CanadaHelps has long been a proponent of technology that assists charities to do the work they are doing. Our fundraising tools, while not quite AI, can save you hours of time by providing automated donor tax receipts, thank you emails and other support, so you can focus on your mission.<\/span><\/p>\n<p><span data-sheets-root=\"1\">    <div>\n      <div style=\"height:12px; position: relative; border-top-right-radius: 12px;border-top-left-radius: 12px;\" class=\"gradient gradient-primary\"><\/div>\n        <div style=\"height: auto; padding:40px 20px; text-align: center\" class=\"ch-purple-section\">\n          <h3 class=\"header-secondary text-white\">Seamless Giving, More Impact<\/h3>\n          <p class=\"text-white\" style=\"margin:0px 50px 30px 50px\">Create a frictionless donor experience with optimized donation forms, in just a few clicks.<\/p>\n           <div>\n             <a class=\"btn btn-tertiary text-white\" href=\"https:\/\/www.canadahelps.org\/en\/Admin\/DonationForms\/?click_id=CDF2\" id=\"CDF2\">Optimize Your Custom Donation Form Today<\/a>\n        <\/div>\n      <\/div>\n    <\/div>\n    <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.canadahelps.org\/en\/forcharities\/resources\/webinars\/communications-for-small-charity-teams\/\"><span style=\"font-weight: 400;\">Go watch the webinar for more tips on impactful storytelling, how to repurpose content for each channel and how to post strategically on your chosen social media channels. \u2192\u00a0<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In our latest webinar, CanadaHelps\u2019 long\u2011time partner Kim Fuller of Phil joined us to share strategies for small charity communications teams. This session revisits the &#8230; <a href=\"https:\/\/www.canadahelps.org\/en\/charity-life\/plan-engage-succeed-communications-for-small-charity-teams\/\" id=\"canadahelp-blog-meta\">Read more<\/a><\/p>\n","protected":false},"author":61,"featured_media":58109,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201],"tags":[],"class_list":["post-58108","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-charity-life"],"acf":{"meta_description":"","author_bio":false,"date_to_display":true,"hide_page_title":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Plan, Engage, Succeed: Communications for Small Charity Teams | CanadaHelps - Donate to any charity in Canada<\/title>\n<meta name=\"description\" content=\"Practical tips for charity communications with small teams. Learn how to plan, engage supporters, and succeed without a large staff or budget\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.canadahelps.org\/en\/charity-life\/plan-engage-succeed-communications-for-small-charity-teams\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Plan, Engage, Succeed: Communications for Small Charity Teams | CanadaHelps - Donate to any charity in Canada\" \/>\n<meta property=\"og:description\" content=\"Practical tips for charity communications with small teams. Learn how to plan, engage supporters, and succeed without a large staff or budget\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.canadahelps.org\/en\/charity-life\/plan-engage-succeed-communications-for-small-charity-teams\/\" \/>\n<meta property=\"og:site_name\" content=\"CanadaHelps - Donate to any charity in Canada\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-27T18:40:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-31T15:27:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.canadahelps.org\/media\/Communications-Team-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1920\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Cindy Lee\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cindy Lee\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.canadahelps.org\/en\/charity-life\/plan-engage-succeed-communications-for-small-charity-teams\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.canadahelps.org\/en\/charity-life\/plan-engage-succeed-communications-for-small-charity-teams\/\"},\"author\":{\"name\":\"Cindy Lee\",\"@id\":\"https:\/\/www.canadahelps.org\/en\/#\/schema\/person\/9a963a74eb31cc4cc6a09db472de18b9\"},\"headline\":\"Plan, Engage, Succeed: Communications for Small Charity Teams\",\"datePublished\":\"2026-03-27T18:40:52+00:00\",\"dateModified\":\"2026-03-31T15:27:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.canadahelps.org\/en\/charity-life\/plan-engage-succeed-communications-for-small-charity-teams\/\"},\"wordCount\":1279,\"publisher\":{\"@id\":\"https:\/\/www.canadahelps.org\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.canadahelps.org\/en\/charity-life\/plan-engage-succeed-communications-for-small-charity-teams\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.canadahelps.org\/media\/Communications-Team-scaled.jpg\",\"articleSection\":[\"Charity Life\"],\"inLanguage\":\"en\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.canadahelps.org\/en\/charity-life\/plan-engage-succeed-communications-for-small-charity-teams\/\",\"url\":\"https:\/\/www.canadahelps.org\/en\/charity-life\/plan-engage-succeed-communications-for-small-charity-teams\/\",\"name\":\"Plan, Engage, Succeed: Communications for Small Charity Teams | CanadaHelps - Donate to any charity in Canada\",\"isPartOf\":{\"@id\":\"https:\/\/www.canadahelps.org\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.canadahelps.org\/en\/charity-life\/plan-engage-succeed-communications-for-small-charity-teams\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.canadahelps.org\/en\/charity-life\/plan-engage-succeed-communications-for-small-charity-teams\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.canadahelps.org\/media\/Communications-Team-scaled.jpg\",\"datePublished\":\"2026-03-27T18:40:52+00:00\",\"dateModified\":\"2026-03-31T15:27:08+00:00\",\"description\":\"Practical tips for charity communications with small teams. 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