This document discusses lessons learned over a communications career in the charity sector. It highlights 4 key lessons: 1) Tell individual stories to humanize issues and drive the right actions, as illustrated by a family dealing with a fatal disease. 2) Embrace change and keep an eye on the future of communications. 3) Know when to remain silent. 4) An empowering leader can accomplish much, as seen by an interaction with a Duke that ended up in a bedroom. The document aims to inspire rookie PR professionals in the charity field.