Nonprofit organizations are now continuously being challenged to be more strategic in their communications efforts. Communications activities must add up to more than a series of isolated events such as the dissemination of an occasional publication or press release. Being strategic requires that nonprofits be more deliberate, innovative, savvy, and less reactive in their communications practice. Nonprofits are encouraged to regard communications as essential to their overall success and integrate it throughout their organizations.
Nonprofits need ways to better understand their current strategic communications performance and capacity, and to gain a realistic sense of what is possible in terms of developing their communications functions. Strategic communications audits are one tool that can help to meet this need.