Communicating for nonprofits & advocating for animals: An interview with Jenna Riedi

In this interview, Jenna Riedi, Communications Manager at Faunalytics, discusses how her role contributes to effective advocacy through data-driven communication.

At Faunalytics, she ensures that research and evaluation findings reach the right audiences, such as advocates and organisations, in clear, actionable formats. For those in (or entering) monitoring and evaluation (M&E) careers, her work highlights the crucial role of communications in translating complex data into impactful messages that inform policy and strategy, making it essential to the success of evaluation projects.

“I think my background in library science played a significant role. I love the concept of using research and data to support the work that animal advocates are doing. Relying on gut feelings isn’t always the best approach, so having data to guide decisions is incredibly valuable. This mindset resonates with me, especially after working in nonprofits with limited budgets. We’re always trying to figure out how to survive and still be impactful. Faunalytics’ commitment to using data to identify the most impactful thing to do (instead of just wasting money trying to figure it out) was something I found inspiring.“

Riedi initially worked in nonprofit arts before shifting to animal welfare and communications. Her experiences in various nonprofits led her to realise the importance of organisational skills, communications, and fundraising in driving the success of nonprofit missions.

Riedi's role at Faunalytics involves translating complex research data into accessible content for diverse audiences. Faunalytics focuses on data-driven decision-making, and Riedi believes that using research and data can help nonprofits be more impactful. She emphasizes that effective communication is key to making research useful for advocacy.

Riedi stresses the need for flexibility as an important attribute for working in not-for-profits and advocacy, as tasks and deadlines often shift unexpectedly. Being adaptable and open to change is crucial in nonprofit roles, especially in smaller organizations. Building strong relationships with colleagues, advocates, and external partners is also essential. Riedi highlights that communications professionals often act as “matchmakers,” connecting resources with the right audiences to ensure the greatest impact.