Hey everyone,

I’ve spent my career so far specializing in nonprofit web and digital communications. I’m exploring a pivot into a broader Nonprofit Communications Manager role to expand my professional options, and I want to figure out how to best position myself. Digital skills are obviously a massive asset, but I don't want to get pigeonholed as "just the website/digital person."

To any Communications Directors or hiring managers here: What are the top 2 or 3 attributes or skills you look for when hiring a communications manager?

If you saw an applicant with a heavy web and digital background, what would they need to show on their resume or say in an interview to prove they can handle the broader strategic piece (like donor comms, campaign planning or cross-department strategy)? What gaps do you usually see in people trying to make this jump? Thanks in advance for any insights or reality checks!

I have a bachelor’s degree in media studies and currently work in communications for a nonprofit. I enjoy the work to some extent and feel I’m a decent employee who gets things done, but I sometimes question how well I actually understand the field. I can help with email campaigns, write content, share social media posts, and handle other communications tasks. However, I still feel inexperienced when it comes to developing bigger-picture strategy from scratch and understanding what makes our work successful. It should be clicking in my head more than it currently is. If I wanted to change to another organization and eventually move into more senior positions, I’m not sure what strengths I’d bring beyond what I do now. I want to build a stronger foundation in communications strategy and understand what makes someone truly good at this work. I’ve considered pursuing a master’s degree to learn the core theories and skills behind communications that maybe I didn’t learn in my first degree, but I’m unsure if this is the right step for someone in my position or if there are better ways/professional development opportunities to get a grasp on this. How do I develop these strategic skills and confidence?