Teaching Paper: Glossary of Communication Terms for Nonprofit Organizations
Essential Concepts for Strategic Branding, Engagement, and Digital Practice
Author: Dr. Anna Neya Kazanskaia
Publisher: NEYA Global Publishing
Teaching Paper | NEYA Global Journal of Non-Profit Studies
Year: 2025
ORCID: https://orcid.org/0009-0009-5669-1676
DOI: https://doi.org/10.64357/neya-gjnps-com-tp-05
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About the Teaching Paper
This Teaching Paper presents a Glossary of Communication Terms tailored for nonprofit organizations. Covering key concepts in branding, digital communication, stakeholder engagement, evaluation, and strategic planning, the glossary provides definitions along with practical applications for nonprofit practice.
A case study from Brazil demonstrates how a shared vocabulary improved donor communication, increased stakeholder clarity, and enhanced staff confidence. Grounded in Bryson’s (2018) work on strategic alignment, Drucker’s (1990) mission-centered communication principles, and Patton’s (2011) adaptive learning approach, the glossary connects academic theory with applied nonprofit practice. For educators, it is a teaching aid; for practitioners, it is a practical tool for improving clarity, consistency, and professional development in communication.
Key Topics
- Shared vocabulary for nonprofit communication
- Branding, messaging, and positioning
- Stakeholder engagement and mapping
- Digital communication and social media analysis
- Feedback mechanisms and evaluation metrics
- Mission, vision, and values as communication anchors
- Case study: donor communication improvement in Brazil
Suggested Citation
Kazanskaia, A. N. (2025). Teaching Paper: Glossary of Communication Terms for Nonprofit Organizations – Essential Concepts for Strategic Branding, Engagement, and Digital Practice. NEYA Global Publishing. https://doi.org/10.64357/neya-gjnps-com-tp-05
References
Bryson, J. M. (2018). Strategic planning for public and nonprofit organizations (5th ed.). Wiley.
Drucker, P. F. (1990). Managing the nonprofit organization: Principles and practices. HarperCollins.
Kazanskaia, A. N. (2025). Foundations of organizational identity in faith-based organizations. Neya Global Journal of Non-Profit Studies.
https://doi.org/10.64357/neya-gjnps-vl-mng-dgt-02
Kazanskaia, A. N. (2025). Developing a strong brand in faith-based organizations. Neya Global Journal of Non-Profit Studies.
https://doi.org/10.64357/neya-gjnps-vl-mng-dgt-03
Kazanskaia, A. N. (2025). Communicating with external audiences in faith-based organizations. Neya Global Journal of Non-Profit Studies.
https://doi.org/10.64357/neya-gjnps-vl-mng-dgt-06
Kazanskaia, A. N. (2025). Storytelling guide for nonprofit organizations (Teaching Paper). Neya Global Journal of Non-Profit Studies.
https://doi.org/10.64357/neya-gjnps-com-tp-03
Kazanskaia, A. N. (2025). Mission and Values in Faith-Based Organizations. NEYA Global Publishing.
https://doi.org/10.64357/mission-values-faith-based-2025
Patton, M. Q. (2011). Developmental evaluation: Applying complexity concepts to enhance innovation and use. Guilford Press.
