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Strategic Communications for Association and Nonprofits

This program’s content was developed in partnership with Leonard S. Greenberger, APR, vice president at AKCG – Public Relations Counselors. 

Designed as an on-demand certificate of completion program, Strategic Communications for Associations and Nonprofits provides participants with a practical framework for communicating with purpose, clarity and credibility.

For associations and nonprofits, effective communication is not a luxury — it’s a necessity for advancing mission, maintaining trust and demonstrating value to members, donors, policymakers and the public. Yet in many organizations, communications efforts are under-resourced, reactive or misaligned with strategic priorities.

Across this six-module program, we’ll explore how to lead with empathy and credibility, how to navigate reputational challenges before they become crises and how to align messaging with mission in a way that builds lasting trust. Participants will gain tangible tools, relevant case studies and strategies they can implement immediately.

By the end of this program, participants will be able to:

  • Identify the hallmarks of credible, effective communication in association and nonprofit settings — and apply them across a range of scenarios.
  • Build and execute a communications strategy that aligns with organizational goals and supports stakeholder trust.
  • Respond to reputational challenges with messages that reflect empathy, clarity and leadership.
  • Craft high-impact narratives that elevate organizational value and resonate with key audiences, from members and donors to the media and policymakers.

 

Pricing

 Full Course
(All 6 Modules)		Individual
Module
PRSA Members$799$195
Nonmembers$999$245

 

Learning Modules in this Course

Click on the titles below to read more about each module.

Module 1
Elevating the Role – Becoming a Strategic Communications Leader

Communications leaders in associations and nonprofits are often expected to be tacticians — but the real impact comes when they step into a strategic advisory role. This session explores how to position yourself as a trusted voice at the leadership table, contribute to organizational decision-making and advocate for the communications function as a driver of mission success.

Module 2
Setting the Foundation – Strategic Communications Planning

Learn how to build a communications strategy that aligns with your organization’s mission, supports strategic priorities and engages stakeholders across platforms. Module two covers how to assess current efforts, set measurable goals, identify key audiences and develop messaging frameworks that support long-term impact in the association/nonprofit sector.

Module 3
Telling Your Story – Message Development and Narrative Strategy

Effective messaging goes beyond taglines and mission statements. This module walks through how to craft compelling core messages, shape organizational narratives and adapt communications for the unique audiences with whom associations and nonprofits seek to engage — members, donors, policymakers and the media — without losing consistency or clarity.

Module 4
Engaging Stakeholders – From Members to Media

Communicating effectively with different association/nonprofit stakeholder groups is both an art and a science. Module four explores strategies for stakeholder segmentation, member engagement, media relations and proactive outreach — tailored to the unique challenges and opportunities faced by associations and nonprofits.

Module 5
Leading Through Uncertainty – Trust, Credibility and Crisis Response

When the stakes are high, the messenger matters as much as the message. This module will discuss the CODE framework (Caring, Openness, Dedication and Expertise) as a guide for credible communication in high-stress moments. Participants will learn how to demonstrate leadership, communicate empathy and protect reputations during crises or change.

Module 6
Moving the Needle – Measuring Impact and Communicating Value

Great communications don’t just tell stories — they deliver results. Module six covers how to measure what matters, demonstrate return on investment and report success in ways that resonate with boards, funders and other key audiences.

Course Length

  • Course Duration: Approximately 3–4 hours
  • Module Duration: Approximately 30-45 minutes

 Recorded: November 2025

 

Accreditation

Individuals with their Accreditation in Public Relations (APR) credential will  earn 0.5 renewal CEUs for each completed module of this course, for a total of 3.0 CEUs. Learn more about Accreditation.

 

 

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