Home > News > The added social value of a non-profit: communication, identity, and trust.

Registrations are open for the Communication Day for Non-Profits, which will take place on Friday, February 2, 2024, at the Pontifical University of the Holy Cross – Piazza di Sant’Apollinare, 49 – Rome.

The event will focus on the role of communication managers in non-profit institutions in strengthening critical thinking, constructive dialogue, and trust. In this way, they can contribute to building an informed and participatory community that carries out its mission in society based on its identity. The event will be structured around 5 themes:

1. Identity of non-profit institutions. Explore the expression of identities through communication and the influence of media in shaping cultural identity. Methods of consolidating and disseminating one’s identity.

2. Contextual intelligence as the ability of communication areas to interpret their social and cultural environment.

3. Artificial intelligence. Within the context of contextual intelligence, it is important to understand the influence of technology and the development of artificial intelligence in the operating context and how this can affect the future development of the mission.

4. Listening to the voices of the community, families, donors, service recipients, and social actors. This implies proposing models of listening management. This includes the role of active listening and empathy in interpersonal and institutional communication to improve the quality of communication at all levels.

5. Trust in building trust. Analyze the role of communication in building trust among individuals, institutions, and society, as a way to strengthen the relationship between communicators and their audience.



The day consists of five working sessions, during which five specialists will address various aspects of how communication processes are becoming increasingly relevant in non-profit organizations. Throughout the meeting, there will be an opportunity to enhance the strategic management of communication in institutions through best practice cases that will be presented during the event.


Professionals who work or intend to work in the digital communication of institutions and non-profit entities (NGOs, Universities, Educational Centers, Cultural, Social, and Religious Institutions, Public Service Institutions, etc.). The workday is promoted and organized by the Faculty of Institutional Social Communication of the Pontifical University of the Holy Cross, in collaboration with Iscom, Harambee Africa International, and FOCSIV.



To enroll in the course, it is necessary to register online in advance HERE. If you already have an account for University events, you can reuse it or request assistance by writing to segcsi@pusc.it. At the end of the course, a certificate of participation will be issued.


Fee 155 Є (coffee break and lunch included) – Fee 145 Є (coffee break only).