Thoughtful communication strategies that move people to think, participate, and act.
Communication
for Social Change
Your organization
depends on public trust.
You’re not sure which channels matter most.
And, even if you did know what to prioritize, your work is too complex to squeeze into a caption.
You know that using jargon is bad but accuracy is critical.
Conveying nuance in a skimmable digital world isn’t easy.
I specialize in figuring out why an audience that should care, doesn’t.
And then I help you perform a messaging makeover so that every piece of content reads like a welcome mat instead of a notice on a locked door.
My Process
1. Start with real goals
We start by pulling everything out of the cupboards.
This lets us see what assets are available, what’s expired, and what’s good for family but not appropriate for guests.
Our discovery covers the organization’s stated goals, the objective for the project, and the quieter concerns that surface in conversation – the ones that often reveal how success will actually be measured.
I’ll also look at how recent content has performed, and the work your organization is doing that hasn’t yet been communicated publicly.
So yes – everything.
2. Read the Room
Your audience has its own culture, language, and concerns. Our goal is fluency.
If possible, I’ll experience your audience firsthand – at an event, meeting, or service.
When that isn’t possible, we look for clues in social media, email, and the interactions your front-line staff have with the public.
These everyday exchanges reveal far more about vocabulary, priorities, and dealbreakers than any demographic report.
3. Map the Possibilities
Next we accept reality: budget, capacity, current followers. Sigh.
Far from depressing, constraints often spark more creative solutions than a bottomless budget ever could. (Though we can put that theory to the test, if you like.)
This is also where we let go of platforms and legacy campaigns that no longer serve your goals and focus our resources on the options that do.
4. Set the Table
Your work is epic in size and scope. But your audience wants to know why it matters. To them. Today.
I look for overlaps between priorities and your audience’s lived experience. That’s where we begin – setting places at the table so people feel invited in, and curious enough to stay.
5. Listen and Learn
From the truckloads of data available about reach and engagement, I pull out the pieces that matter most.
What kinds of conversations drew the most attention? What do they reveal about your audience?
Those signals tell me how to refine the strategy as we go — giving your audience more of what it likes, and strengthening the connection.
My work helps organizations steadily build trust, person to person. So when the timing is right, they have a loyal community of supporters ready to mobilize.
Ways to Work With Me
Strategy and Planning Package
Are your communications actually helping you reach your goals?
Together we clarify who you’re trying to reach, what message will resonate, and how your communication channels can support your mission. The result is a clear picture of what’s working, what isn’t, and a practical plan for the year ahead.
This collaborative project usually
takes 4–8 weeks.
By the end you’ll have:
A Comprehensive Audit
A clear-eyed assessment of your current communication channels, strengths and weaknesses.
Audience Insights
Profiles of your key audiences and how they engage with your work.
Messaging Framework
Clear language for explaining your work, along with tone-of-voice guidance to keep communication consistent.
Channel & Outreach Strategy
Recommendations on which channels deserve your focus, how to extend your reach.
Strategic Content Plan
Content pillars, monthly themes, and an editorial calendar to guide what your organization communicates throughout the year.
Messaging & Content Packages
I create new content, repurpose existing materials, or translate AI-generated drafts into human language that actually lands.
This option works well for busy teams that don’t have the time to wrestle with tone, structure, and word choice while managing their day-to-day responsibilities.
My process is collaborative, with room for back-and-forth as we find the right balance between accuracy and accessibility. Projects typically unfold over one to six months, depending on the number of pieces involved.
Packages may include one or more of the following:
Campaign Content
A coordinated set of assets around a specific initiative – such as a fundraiser, program launch, or advocacy campaign. This might include blog posts, social media, email newsletters, landing pages, and other supporting pieces.
Storytelling & Blog Series
A series of articles or stories that answer key questions about your work, explore important issues, and help your audience understand why your work matters. (Excellent for drawing more traffic to your website)
Editing & Message Refinement
Editing and shaping existing drafts to improve clarity, relatability, and flow. This may include refining internal drafts, humanizing AI-generated content, or ensuring new pieces align with your messaging guide.
About Me
I’m Wendy Goldsmith, a strategic communications consultant based in New Westminster, BC.
My background spans journalism, nonprofit communications, editorial leadership, and digital strategy. I’ve worked with organizations focused on gender-based violence, disability advocacy, trauma-informed care, and community health.
Broadcasting public service announcements doesn’t work. Real change depends on long-term shifts in sentiment. My work helps organizations steadily build trust, person by person, email by email. So when the timing is right, they have a community of supporters ready to mobilize.
How Can I Help?
You don’t need to have it all figured out.
Send me a quick note about what you’re working on, what’s feeling stuck, or what you’re hoping to change.
I’ll take a look and we can set up a short call to see if it makes sense to work together.