If you’re wondering what a nonprofit communications audit can look like in practice, this case study offers a behind-the-scenes view. It’s the story of how New Language Solutions undertook an audit to assess existing communications channels, gather stakeholder insights, and identify strengths, gaps, and opportunities to improve alignment, capacity, and impact.
Why the time was right for a communications audit
Rob McBride is the Executive Director of the charity New Language Solutions, which creates technology-based solutions to assist newcomers and adult learners in achieving their language learning and settlement goals. By the summer of 2025, Rob could see that the organization’s communications had grown significantly in volume and complexity. A shared contributor approach had helped the team build an impressive mix of communications activities, including websites, a newsletter, a YouTube channel, print collateral, and social media.
However, with so many moving parts, Rob wanted to step back to ensure everything was aligned. That decision led him to undertake a communications audit with my support.
Step one: Taking stock of existing channels and materials
The audit began in earnest in September, with the discovery phase. Rob took the lead in this phase of gathering and inventorying communications materials from the last six to 12 months, cataloguing each item by description, audience, purpose and key message in a shared drive and audit spreadsheet I designed for his use.
Once the samples were assembled, I worked with Rob to surface the context behind each channel and tactic, including each element’s purpose, audience, messaging, and measures of success.
“I benefited a lot from the homework Marlene assigned and worked through alongside me: inventorying comms channels and analyzing them. This made me an active participant in the data gathering, and helped me get my head around comms in a fresh way.”
Step two: Listening to internal and external perspectives
To build a more complete picture that goes beyond a review of outputs, my audit process includes one-on-one interviews with communications contributors and supporters to examine the communications function itself. At Rob’s request, we added two surveys to this step: one for the board of directors and one for additional external stakeholders.
“Marlene’s combination of surveys and interviews helped develop the big picture and surface the details,” reflects Rob. “The qualitative data from the interviews were particularly enlightening and enriching, and she clearly took the time and organized the interviews to get maximum value from them.”
Step three: Analyzing the information gleaned
With the information and insights from the project’s discovery phase in hand, we moved into a comprehensive analysis. I reviewed all the information gathered to date, identified patterns and themes, and captured my key findings in a SWOT analysis.
New Language Solutions’ main strengths included a culture of collaboration and sharing, a carefully chosen channel mix, and a knowledgeable, skilled, and passionate team. The organization also benefited from a solid reputation and credibility in its sector. Opportunities to capitalize on these strengths included updating, broadening and modernizing existing strategies, channels and tactics, as well as the organization’s existing approach to thought leadership.
Rather than a complete overhaul, the analysis suggested focused, targeted improvements.
Step four: Turning insights into practical recommendations
The audit clarified what New Language Solutions was already doing well and where refinements, improvements, and greater consistency could build a defined, strategic foundation. Some of my specific recommendations centred on:
- Revisiting and realigning strategic communications goals and audiences
- Establishing a practice of communications measurement and evaluation
- Addressing gaps in the communications toolkit
- Building communications capacity and supporting existing contributors
- Optimizing and expanding the use of existing channels
After I presented the final report to the broader New Language Solutions team in December 2025, Rob’s comment highlighted both the audit’s success and its practical impact: “The team meeting and presentation was a watershed event in improving the good things we already do.”
From communications audit recommendations to immediate action
Rob and the team began implementing recommendations right away. Some of their initial steps included creating a shared communications toolkit, refining elements of the parent brand, and advancing additional storytelling and thought leadership.
As Rob reflected after the project, the process helped take New Language Solutions’ communications to “a new level of sophistication and accountability.”
The takeaway for nonprofit leaders: a communications audit can strengthen what is already working while creating a more strategic path forward.
Is it time to audit your nonprofit’s communications?
Are you ready for a fresh perspective on your nonprofit’s communications? Here’s how Rob summed up his experience working with me:
“This is my first time going through an exercise like this, and Marlene did a terrific job laying out the process, sticking to her plan, and ensuring that we met milestones. The execution was flawless.”
See the details of my nonprofit communications audit package and then get in touch if you’d like to learn more.
