Read time: 4 min
I’ve always believed the future of nonprofit communications is being shaped not just by today’s leaders, but by the students getting ready to join the work. So when Professor (and LightBox collaborator) Erin Malone invited me to speak with her Communications in Public Service class at The City University of New York for an AMA-style conversation, I was thrilled.
The students went straight to the hard stuff:
How do we break through the noise?
How do we shift narratives shaped by corporate power?
Their questions gave me a pretty clear insight into how the next generation views the field and what they’re looking for.
Here’s what stood out.
1. Messaging is shifting from “telling” to “listening.”
I shared something I tell clients all the time: messages fall flat when they’re built around what an organization wants to say instead of what audiences actually care about.
The students didn’t even blink. They were already there.
They instinctively think about communication as a relationship, not a broadcast.
And that perspective sets the table for a more empathetic, more effective era of nonprofit messaging.
2. Information overload is reshaping how we reach people.
When one student asked how nonprofits can break through nonstop media noise, I kept it simple:
“Go where they are. Don’t expect people to come find you.”
In other words: meet your audience in their daily habits, not yours.
My answer seemed to land with them, perhaps because it’s exactly how they engage with information. And if that’s how they navigate the world, it’s a safe bet your future supporters do, too.
3. Story + data isn’t a ‘nice to have.’ It’s the baseline.
These students didn’t need any convincing that data only works when it’s wrapped in story.
For them, story-driven, values-forward communication isn’t a cutting-edge strategy; it’s just common sense. That’s where they see field headed: toward messages that connect emotionally first and back it up with facts second.
4. Narrative change takes practice…and time.
One student asked how to counter powerful narratives pushed by corporate interests. I didn’t sugarcoat it:
“Narrative change is generational. Even some of the ‘fast’ wins took 15 years.”
That answer sparked curiosity. They wanted to understand the long game: how movements stay aligned, how organizations stay motivated, and what progress actually looks like over time.
5. Goal clarity is the underrated driver of strong strategy.
I shared a moment that plays out in almost every planning process I’ve ever led: leaders insisting, “We’re all aligned,” when… they’re absolutely not.
The students were interested to hear how often this happens and how much work it takes to fix it.
They’re walking into the field with their eyes open to something many of us learned the hard way: unclear goals create busywork, burnout, and confusion.
And they’re eager to do it differently.
6. This generation wants real tools, not just theories
If one theme ran throughout our conversation, it was this: these students want concrete, practical skills.
They asked about things like how to get local media to actually pay attention, how to craft an ask decision-makers won’t dodge, how to listen across differences, how to navigate power and alignment inside organizations.
They weren’t looking for abstractions; they wanted the messy parts, the human parts, the strategic parts.
Why I show up to conversations like this
For me, this was a chance to hear what future practitioners are curious about, see where their instincts already align with trends shaping our field, and share some hard-earned lessons from decades of doing this work.
Most of all, it was a reminder that this field keeps evolving, and the next generation is already pushing it in smart, thoughtful directions.
Huge thanks to Professor Malone and the CUNY students for bringing their candor, depth, and curiosity. The future of nonprofit communications looks bright.
Holly Minch is a strategist, facilitator, and co-founder of LightBox Collaborative. If you would like Holly or another LightBox collaborator to join your class, organization, or learning space, we would love to help you hold your good ideas up to the light. Get in touch: holly@lightboxcollaborative.com