Communicating for Change

This research project examines the priorities, challenges, and future outlook of communications teams within Chilean non-profit organisations. Based on two group interviews with 15 communications professionals and complemented by a review of international literature, the study offers a grounded understanding of how these teams perceive their roles, the barriers they face, and the evolving demands of the sector.

The publication contributes original knowledge to an under-researched field in Chile, where systematic analysis of communications in the third sector is scarce. It is aimed at NGO leaders, communications practitioners, and researchers interested in strategic communication, digital transformation, and social impact.

This work later formed the basis for a peer-reviewed academic article published in Persona y Sociedad, which deepens the analysis and expands on the conceptual framework: Read Article (Spanish)

Role

Co-author (with Alexis de Ponson, and Leslie Tapia Veas)

Key Insights

  • Under-recognised Strategic Value: Communications is often undervalued by senior leadership, viewed more as a cost than a strategic function.
  • Digital Disconnect: Many NGOs operate without a coherent digital strategy, leaving communications teams to shoulder the burden with limited resources and authority.
  • Algorithmic Barriers: Declining organic reach on platforms such as Facebook has made it harder for NGOs to grow their audiences without paid media—often perceived as a luxury.
  • Audience Shift: Younger generations engage with social causes in new ways, pushing NGOs to adapt content, channels, and messaging styles to stay relevant.
  • Innovation Constraints: Limited team capacity and constant operational pressures stifle innovation, experimentation, and opportunities for professional development.
  • Trust and Transparency: Amid rising misinformation, maintaining credibility and demonstrating transparency have become increasingly important for public trust and funding.
  • Evaluation Gap: A lack of standardised tools and metrics makes it difficult to measure communications impact or demonstrate value internally.
  • Burnout Risk: High workload, emotional engagement, and scarce support mechanisms contribute to exhaustion and limit the sector’s ability to retain and grow talent.
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