Why your NGO needs a communication audit
A communication audit checks how well you communicate with your key audiences, inside and outside your organization. It shows what works, what doesn’t work, and where messages misalign with your mission and goals. The audit helps you:
• Confirm that your messaging supports your strategy and goals. Messaging can drift over time without regular review. Reviews help align it back to mission and outcomes. (Forbes Councils)
• Reveal strengths and weaknesses in your channels, formats, and frequency. You find where time and limited funds are spent and whether those efforts pay off. (Forbes Councils)
• Spot gaps that harm fundraising, volunteer engagement, or stakeholder confidence. Weak or inconsistent communication can weaken support for your work. Evidence shows audits help identify misalignments and fix them. (CharityVillage Resources)
• Provide accountability to your board, donors, and partners. Nonprofits are expected to measure and show impact of both programs and communications. (CharityVillage Resources)
What a communication audit covers
A good audit looks at internal and external communication. It focuses on audience reach, message effectiveness, chosen channels, and how activities match your goals.
Key focus areas include:
• Messaging clarity and consistency. Check if the way you describe your mission, programs, and impact is clear and consistent across platforms. (Tchop)
• Channel performance. Pull basic metrics from email newsletters, social media, website visits, event updates, and calls to action. Compare what drives engagement. (Tchop)
• Stakeholder feedback. Use surveys or interviews to collect opinions from volunteers, donors, staff, and partners. (Soapbox Engage)
Steps to run the audit on a budget
Your audit does not require hiring an external firm. Here are cost-effective steps you can do in-house using free tools and simple methods.
1) Set clear objectives
Write 2–3 questions the audit should answer. For example:
• Which channels generate engagement.
• Whether messages match our mission.
• Where internal communication breaks down.
Define the scope (internal only or internal plus external). A clear scope keeps work focused and fast.
2) List all communications
Inventory everything you publish or send: newsletters, email, social, blog posts, press releases, reports, staff bulletins.
Use a spreadsheet to track: channel, date, owner, audience, goals, and basic metrics (open rates, clicks, shares).
3) Gather data
Use free analytics where possible:
• Google Analytics for your website.
• Platform analytics for Facebook, LinkedIn, Instagram.
• Email platform stats for opens and clicks.
You can collect stakeholder feedback cheaply:
• Google Forms or SurveyMonkey for surveys.
• Short structured interviews by phone or video. (Soapbox Engage)
4) Review and score
Rate each channel and message for clarity, relevance, and consistency with your goals. Look for duplicates, gaps, and low-performing activities.
A simple SWOT table (strengths, weaknesses, opportunities, threats) helps you see priorities. (Medium)
5) Make recommendations
Create a short action list with priorities, owners, and timelines. Focus on changes you can implement in the next 30–90 days.
6) Set audit intervals
Schedule smaller checks quarterly and a fuller audit annually. Regular reviews keep your communications aligned with strategy.
Tools you can use for free or low cost
• Google Analytics for web metrics.
• Built-in analytics on email and social platforms.
• Google Forms for stakeholder surveys.
Sources and further reading
For why communication audits matter and how they align with organizational goals, see Forbes’s overview on communication audits. Forbes: Communications Audit Guide
For nonprofit-specific tips on gathering stakeholder feedback, Soapbox Engage’s blog offers steps and examples. Soapbox Engage: Nonprofit Communications Audit Tips
For practical elements like messaging and channel review, tchop’s glossary covers key parts of an audit. tchop: Communications Audit Elements
Bottom line
A communication audit gives you evidence about what is and is not working. You do not need a large budget to run one. With clear objectives, simple tools, and structured feedback, your NGO can improve messaging, engagement, and strategic alignment while keeping costs low.
