Purpose PRogram

Empowering Our Community Through Free Training

The Purpose PRogram empowers small D.C.-area nonprofit organizations to reach their goals through effective communication plans aimed at their target audiences.

During a free six-month engagement, Scott Circle Communications (SCC) staff lead monthly training sessions with selected Purpose PRogram participants. Each training focuses on a different component of a comprehensive communications plan - defining your purpose, messaging, planning and tactics, digital engagement, and media outreach.

Additionally, a dedicated SCC coach works one-on-one with a participant to apply the session’s best practices and ideas to their organization’s specific needs. By the end of the program, participants walk away with a communications strategy they can immediately implement to amplify their impact and achieve their missions.

We encourage applicants who may need to promote an upcoming event, create a thought leadership strategy for an executive director or board member, or learn how to keep their organization top of mind with potential volunteers, donors, and the media.

Eligibility & Application

Who can apply

  • Purpose PRogram applicants must be employees with a nonprofit organization in the D.C. area that serves the local community. 

  • Applicant’s organization must be at least two years old and have proof of a 501c3 status.

  • Applicants do not need public relations or communications experience but should understand the organization’s communications needs. 

  • We encourage entry-level or early-career applicants.

Important Dates

  • Applications open: Tuesday, December 3, 2024

  • Application deadline: 9 p.m. EST, Friday, Jan. 31, 2025

  • 2024 Purpose PRogram Participants Announced: Friday, Feb. 14, 2025

  • Monthly sessions start: Thursday, March 20, 2025

Program Requirements

Each Purpose PRogram session focuses on a different part of building a successful communications plan. 

To set up our participants for success and make the most of SCC’s one-on-one mentorship, we require the same individual to commit to all six training and monthly coaching sessions.

Please note: the first and last sessions of the Purpose PRogram will be held at SCC offices located at:

The Herald Building
1307 New York Ave., NW
Suite 702
Washington, D.C. 20005

We are within walking distance from Metro Center or McPherson Square METRO stations.

All other sessions (Sessions 2-5) are via Zoom starting at 9:00 a.m to 11:00 am. The program is scheduled for the third Thursday of the month.

Before applying, applicants should confirm their availability for the following dates:

  • Thursday, March 20, 2025

  • Thursday, April 17, 2025

  • Thursday, May 15, 2025

  • Thursday, June 19, 2025
    Thursday, July 17, 2025

  • (No August session)

  • Thursday, September 18, 2025

The SCC mentors and participants will schedule one-on-one mentoring calls after the program starts.

Program Features

During the six-month course, each Purpose PRogram session will focus on a different component of a comprehensive communications plan:

PRogram 1: Define Your Purpose

  • Find out more about the building blocks of a communications plan and how to communicate your organization’s purpose through storytelling. 

PRogram 2: Messaging

  • Communication starts with understanding your audience and how to talk to them. 

PRogram 3: Planning

  • Once you understand your audience and their media habits, devise a plan to reach them using different communication tactics. 

PRogram 4: Digital Engagement

  • Learn how to manage your message using different digital media strategies and tools.

PRogram 5: Media Outreach

  • Cultivating media relationships is crucial to spread your message as broadly as possible. 

PRogram 6: Present Your Purpose

  • Each Purpose PRogram participant will present their final communications plan to the SCC and fellow participants to wrap up the program.