The Good Question! Guide
Strategic questions you should ask when… crafting a communications plan.
SKC’s short, practical workbook is built for small nonprofits and community groups with limited budgets and limited time. No jargon. No simplistic answers. Just a focus on the questions that move a plan forward.
Get the Good Question! Guide on Nonprofit Communications Strategy today.
Instant download.
62 page PDF.
Checklists, worksheets, templates, and bonus materials included.
Introductory price of only $19.99 taxes-in.
Strategic questions your nonprofit should ask when crafting a communications plan — a short, practical workbook built for small nonprofits and community groups with limited budgets and limited time.
Check out these free resources created from the Good Question! guide:
A step-by-step process for taking honest stock of your nonprofit’s communications.
A short, practical worksheet on how your organization can embrace value-based branding.
Because you don’t need just more answers. You need better questions.
If you work in communications at a small nonprofit, this probably sounds familiar:
You're doing comms from the side of your desk, with no dedicated staff or budget.
The guides you find online are either very long or very expensive.
You know you should have a communications plan. You just don't know where to start — or what questions to ask yourself first.
Our Good Question! guide is a concise, scannable, and affordable primer with pragmatic advice.
It offers guidance on the foundational questions you should ask before putting pen to paper (or pixel to pad) and drafting a communications plan.
Check out a free sample from the Guide.
Rough answers to the right questions beat detailed answers to the wrong ones.
That’s the idea behind the Good Question! guide.
Our guide on communications strategy walks you through the questions to ask about your mission, your audiences, your channels, and your messaging — in an order that builds into a usable plan.
“The guide offered an easy flow of ideas and showed how one step builds on the next. Our organization now has a good tool to start thinking more strategically.”
Strategic questions your nonprofit should ask when crafting a communications plan — a short, practical workbook built for small nonprofits and community groups with limited budgets and limited time.
What’s inside
A section-by-section walk-through of a nonprofit communications plan.
Who is this for?
Built for the small-and-scrappy end of the nonprofit sector. On purpose.
Includes worksheets and checklists throughout.
Downloadable PDF. Instant access.
The Good Question! Guide on Strategic Communications is for you if:
You're a comms lead, program staff, ED, or board member at a small nonprofit or community group.
You're doing communications off the side of your desk, without a dedicated comms team.
You want a real strategy, not just more suggestions on tools.
You don’t have the time to work through a 200-page textbook.
The Guide may not be for you if:
You're looking for a deep dive into paid media buying strategy.
You already have an experienced, well-resourced comms department.
Strategic questions your nonprofit should ask when crafting a communications plan — a short, practical workbook built for small nonprofits and community groups with limited budgets and limited time.
Do you have questions about our Good Question Guide?
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Both. Each section pairs the strategic questions you need to answer with practical tools — worksheets, checklists, and templates — to help you answer them.
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No. It's written in plain language for people wearing the "comms hat" alongside other responsibilities, not for full-time communications professionals.
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No — it's written for small nonprofits, community groups, and social enterprises of any structure that need a real communications plan without a big budget.
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A bit of both work. The PDF has fillable fields in some sections, so you can type directly into it — or print it and fill it out by hand.
There are a lot of questions in the guide: most do not have fillable fields. Rather, they are intended to be discussion starters. Focus on those questions that make the most sense for your organizational reality.
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It was written by SKC’s lead consultant, Sean Kelly.
With 30+ years working in nonprofit communications (as a communications director, staff writer, magazine editor, video maker, PR strategist, and spokesperson across the environmental, international development, and community development sectors) Sean wrote Good Question! to be the guide he hopes more small nonprofits have access to: practical, affordable, and grounded in real experience rather than theory.
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If people find this Good Question! guide useful, we will create a second guide on questions to ask when doing strategic planning.
Get notified when the next one is ready.
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If you are having trouble with the download, email us at projects@seankellyconsulting.ca and we can send you the PDF directly.
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Yes. Check out this free sample from the Guide.
Also, at the top of this page you will see two free resources created from the Good Question! guide.