21NTC Session

We vs. Me: Building messaging for a movement


In the face of several crises and moments of reckoning, more and more nonprofit organizations are beginning to band together in service of movements that benefit the collective sector and the larger world. Approaching movement messaging—the language that unites and is utilized by many voices and agendas—is complex and multifaceted, but telling the right story can be a gamechanger that inspires allegiance, participation, and large-scale impact. This session will serve as a guide for communicating about “we” rather than “me” in service of movement building.

Session Type

60 minute session

Learning Outcomes

  • Approach messaging with inclusivity at the center
  • Structure and frame your messages effectively
  • Critically reconsider some “best practices” that ultimately might hinder your cause

Target Audience

Marketing and communications professionals who want to connect communications to their work in coalitions and to advance movements.




Hannah Thomas

Senior Strategist

Big Duck

Hannah (she/her) is a Senior Strategist at Big Duck. She loves being a partner to nonprofits as they navigate exciting changes and opportunities, drawing on her curiosity, collaborative spirit, and years of experience in the marketing game to generate strong outcomes. She brings principles of inclusion and equity explicitly into her work.

Her expertise lies in building transformative brands for organizations and campaigns. Some partners she’s proud to have recently worked with include the Ms. Foundation for Women, the Apollo Theater, Project for Public Spaces, the Public Theater, the Intrepid Museum, Pasa Sustainable Agriculture, the Brooklyn Botanic Garden, Upturn, and GRID Alternatives. In addition, she has recently led internal projects at Big Duck including the development of its first DEI and antiracist plan and research into the racism embedded in fundraising communications “best practices.”

Morgan Fletcher

Director of Marketing & Storytelling

Girls for Gender Equity

Morgan Fletcher (pronouns: she/her) is a strategic communicator who has led narrative-shifting work to advance gender and racial justice by centering Black girls and gender-expansive youth of color in the United States. Her work includes leading the communications strategy for A National Agenda for Black Girls, a national campaign centering the needs of Black girls in the 2020 presidential election and beyond, building and operationalizing communications teams from the ground up, and creating more equitable workplace culture.

Krystal Two Bulls

LANDBACK Campaign Director

NDN Collective

Krystal Two Bulls, Director of the LANDBACK Campaign, is Oglala Lakota and Northern Cheyenne from Lame Deer, Montana. She has extensive experience as an organizer and on the frontlines with campaign development and management on local, national and transnational campaigns for social, racial and environmental justice. Krystal’s identity as a Native American veteran is central to her organizing and storytelling. At the heart of Krystal’s work are the connections between collective wellness, environmental justice, Indigenous Peoples’ Rights, and anti-militarism. In healing from her experience as a soldier, Krystal has dedicated herself to embodying what she views as the essential quality of a warrior: a commitment to the well-being of not only her People and their relationship to the land, but that of all Peoples.



March 23, 2021


9:45am – 10:45am