From Scrambling to Strategic: 3 Ways to Make Next Year’s Communications More Intentional
As the school year wraps up and nonprofit program cycles come to a close, communications teams have a rare but powerful window to reflect, reset, and plan for what’s next.
We’ve worked with districts and mission-driven organizations navigating both day-to-day messaging and high-stakes moments. What we’ve seen time and again is this: the most impactful communications strategies are proactive, not reactive. They’re clear, flexible, and grounded in community needs, not just institutional priorities.
If you’re preparing for the next school or program year, here are three ways to make your communications more intentional and far less stressful.
Set a Clear Cadence Before the Year Begins
A well-defined communications cadence keeps your team aligned, your messaging consistent, and your community informed. Without it, communications tend to happen in bursts, causing audience fatigue one week and silence the next.
How to do it:
Map your messages to your calendar. Anchor recurring messages (e.g., newsletters, board updates, community alerts) to a weekly or monthly rhythm.
Assign owners and deadlines. Clarify who’s responsible for developing, reviewing, and distributing each communication.
Use formats that your community expects. A short weekly email may be more effective than a robust but infrequent newsletter.
Anchor Your Messaging in What Matters Most
The most effective messages don’t just deliver information—they reinforce your mission, reflect your values, and respond to real needs. When you message with intention, your audience doesn’t just understand what you’re saying—they feel connected to it.
How to do it:
Audit your core messaging. Does your language reflect your equity commitments? Your goals for next year? Your understanding of what families and staff care most about?
Center your audiences. Use messaging that affirms and includes your community, especially those historically left out of decision-making and information flow.
Stay mission-aligned. Make sure even logistical updates (like registration or calendar changes) are tied back to your bigger why.
Plan for Flexibility, Not Just Predictability
Even the best-laid plans can (and will) change. From unexpected leadership transitions to community crises, your team needs systems that allow for real-time response—without losing clarity or consistency.
How to do it:
Build in buffer weeks. Don’t overschedule every slot in your calendar. Leave room for unplanned updates or emergencies.
Create pre-approved templates. Draft message frameworks (for weather closures, health updates, event cancellations, etc.) in advance so you’re not scrambling when the moment comes.
Set internal protocols. Make sure everyone knows the process for vetting, approving, and distributing urgent communications.
Planning ahead doesn’t mean locking everything in. It means creating a structure that frees you up to be responsive, creative, and clear. When you set a cadence, align your messaging with your mission, and build in flexibility, you’re not just sending messages—you’re building trust.
At SMJ Communications, we believe communications should work for you—not add to your plate. If you’re ready to stop scrambling and start shaping a stronger strategy, our tools are here to help:
Download the Communications Calendar Template
Grab the Future-Focused Messaging Planner
Let’s get started!