High-quality communication--actually, all communication--is a two-way interaction. By definition, "communication" without listening is not communication.
That's why the advice in this article is so important and useful--not just for nonprofit organizations but also for all organizations and all individuals.
Weidinger signals the importance of listening by giving it a proper name, Big Listening. Big Listening is not just listening to what people say on the phone, at parties, in meetings or on street corners. Big Listening is not just reading what people say in tweets, emails, letters or op-ed articles.