In April of last year, I made a small but intentional change.
Instead of starting my mornings by scrolling, I decided to read — just 30 minutes a day, during my coffee time. No ambitious goal attached. No pressure to “finish” anything. Just a simple trade: less scrolling, more reading.
At first, it didn’t feel particularly significant. Thirty minutes is easy to dismiss. Some mornings, it felt almost too small to matter.
But over time, it added up.
By the end of 2025, I had read 85 books.
Not because I set out to read 85 books.
Not because I optimized my schedule.
But because I showed up consistently for a manageable daily practice.
That experience has stayed with me, because it mirrors something I see again and again in nonprofit communications.
Most Nonprofits Underestimate the Power of Small, Repeated Effort
Many nonprofit leaders feel pressure to make every communication count.
With limited staff and resources, there’s a desire to:
- Say the perfect thing
- Launch the perfect campaign
- Get the timing exactly right
- Use the latest technology (I see you TikTok users)
Communications can start to feel high-stakes — something you turn on only when it really matters. But just like reading, communications don’t compound through intensity. It compounds through consistency.
Compounding Isn’t Flashy – But It’s Reliable
Reading for 30 minutes a day didn’t feel transformative in the moment. But over the course of the year, it reshaped how I think, how I write, and how easily ideas connect. Nonprofit communications and marketing work the same way.
One email won’t build trust.
One media hit won’t establish credibility.
One beautifully written appeal won’t carry an organization forever.
But small, intentional communications — practiced consistently — create clarity, recognition, and confidence over time.
That’s compounding.
Daily Reps Build Confidence Long Before the Big Moment
One of the unexpected benefits of replacing scrolling with reading was how much easier it became to articulate ideas. Language came more naturally. Patterns emerged. I didn’t have to work as hard to “find the words.” I wanted to get back to the reading later on in the day. It no longer became a burden.
I see the same thing happen when nonprofits practice communications regularly.
When teams talk about their mission often:
- Messaging becomes clearer
- Staff sound more confident
- Board members tell better stories
- Fundraising conversations feel more natural
- Ticket buyers start to see you more
By the time a high-pressure moment arrives, you’re not scrambling. You’ve already practiced.
Recognition Comes from Repetition, Not Novelty
Audiences don’t remember everything an organization says. They remember what they hear again and again.
Compounding communication builds familiarity.
Familiarity builds trust.
Trust leads to engagement.
The nonprofits that seem “everywhere” aren’t necessarily louder. They’re more consistent. Their message shows up in aligned ways, reinforcing what they stand for over time.
The Work That Matters Happens Before You Need It
When a major moment arrives — a year-end campaign, a leadership transition, a crisis — organizations with strong communication habits aren’t starting from scratch.
They already have:
- A clear narrative
- An engaged audience
- Internal alignment
- Confidence in their voice
Just as daily reading prepared me to absorb and synthesize ideas more easily, (and have a killer Goodreads profile) consistent communication prepares organizations for the moments that matter most.
A Gentler, More Sustainable Way Forward
Instead of asking:
“What do we need to say right now?”
A more sustainable question is:
- “What do we want to be known for?”
- “What message are we reinforcing over time?”
- “What small, repeatable communication practice can we maintain?”
Communications don’t need to be exhausting to be effective. They need to be intentional, practiced, and allowed to compound.
The Long View
Reading 85 books didn’t happen because of one big effort. It happened because of a small decision — made in April, honored each morning, and repeated consistently.
Nonprofit communications and marketing work the same way.
The most effective organizations aren’t chasing constant breakthroughs. They’re building trust, clarity, and confidence — one small rep at a time.
And over time, that quiet work adds up to something powerful.