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What's the one thing you wish the public understood better about the problem you're solving? 

That gap between what people know and what you wish they knew? That's your narrative change work, and it should be driving every communication decision you make. 

On this week's episode, we break down how small nonprofits can stop reacting to headlines and start shaping the conversation around the issues they care about most. 

Maria sits down with Dimitrios Kalantzis, a nonprofit strategist, communications expert, and former journalist with 10 years of experience covering public affairs. From the "if only people knew" framework to treating your organization as essential reading, this conversation will help you change hearts and minds with confidence and clarity. 

Changing Hearts and Minds- The Highlights: 

1. Your nonprofit should function as its own media organization. With traditional journalism struggling and public affairs reporting declining, nonprofits have an opportunity to fill critical gaps. When supporters sign up for your newsletter, they should feel like you're essential reading on your issue. 
2. The "if only people knew" test reveals your narrative strategy. Every nonprofit leader has thought "if only the public knew [blank]." That gap between what people understand and what you wish they understood? That's your narrative change work. Let it guide your communications strategy. 
3. Lead by showing others how to think about the issue. Don't just react to how criminal justice, education, or homelessness is being discussed. Be the organization that demonstrates how we should be thinking about these problems in 2025 and beyond. 

Actionable Tips for Nonprofits to Changing Hearts and Minds: 

1. Lead with your strategic plan. Before commenting on any external event, ask: Does this align with our strategic plan? Is this serving our mission or confusing it? Your strategic plan should be your compass for every communications decision. 
2. Identify your "if only people knew" moment. What's the one thing you wish the public understood better about your issue? Write it down. That's your narrative change work, now build your communications strategy around closing that gap. 
3. Treat your newsletter like essential journalism. Position your organization as the go-to source on your issue. Share what you're learning, be transparent about challenges, and fill the gaps that traditional media is leaving behind. 
4. Bridge back to your message. When a news event pops off, you don't have to address every question or debate. Stay on message even if it feels repetitive to you, your audience needs to hear it. 
5. Don't engage with bad faith arguments. If someone is asking a question designed to distract or derail the conversation, don't take the bait. You only get pulled into the mud. Redirect to your core message or ignore it entirely. 

About Dimitrios Kalantzis (he/him)

Dimitri is a nonprofit strategist and copywriter who helps small teams raise more money by getting clear on who they are, what they stand for, and how to say it out loud. He served as the first Director of Communications for Life After Hate, a national nonprofit dedicated to preventing violent extremism. Before that, he spent years as a journalist and editor.

You can find him at fivefifteenmedia.com.

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