Developing a Communications Strategy for Your Nonprofit
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Developing a Communications
Strategy #techsense
Farra Trompeter | Big Duck The Foundation Center
August 9, 2012
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#techsense @farra @bigduck @FCWashington
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What we will talk about today • Quick introductions • How communications helps • Ways to get your organization
communicating consistently • Strategic communications planning • Resources
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Intros… • Name • Organization • Role • Describe your approach to communications
in one word
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How can communications help your organization?
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Communications helps • Internally – to facilitate the work
- Who needs and gets what? - When do they get it?
• Externally – to amplify impact - How will you engage your community - What do you want them to think/do? - What does they want from you?
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Reasons nonprofits communicate
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Communications can help… • Provide support/services • Increase awareness/visibility • Support policy change • Help gain support and recognition • Increase funding • Change behavior or attitudes • Recruit volunteers • Attract members, clients, donors, etc. • Organize community
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Blue slide: be clear about what you want to say as an organization, and how you want to say it.
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Remember to connect with audiences on their terms, not yours.
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So…what’s in a communications plan?
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A communications plan includes: • Goals and objectives • Target audiences • Strategies • Tactics to engage the target audiences • Roles and responsibilities • Work plan • Budget • Evaluation
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Goals and objectives • Relationship to mission • Conduct research (audit)
- Materials review - Landscape scan of peers - Environmental scan (STEEP) - Understand perceptions through surveys, interviews, focus groups
• Create SMART objectives
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Target audiences Try this exercise:
Audience Current Perception
Desired Perception
Their Needs
Desired Actions
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User Personas • Audience Group • Age • Gender • Ethnicity • Location • Occupation • Education • Personal online behavior • Motivation and objectives • Our objectives
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Strategies • What will motivate audiences to do
the actions (donate, volunteer, visit) you want them to take?
Example: Empower donors to share their stories as to why they support our work
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Tactics • What messages and communications
channels should you use to accomplish your strategies?
• How do these channels reinforce the experience of your brand?
Example: Ask and feature donor stories in our monthly enewsletter and weekly on our Facebook page
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Roles and responsibilities • Everyone is a communicator • Who oversees and approves? • What do you do on staff and where do you
ask for outside help (volunteers, consultants, interns)?
• How do you train and grow skills?
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Work plan • Create a steady stream of activities • Repurpose when you can • Keep each target audience’s needs, wants,
and perceptions in mind • Ensure coordination in timing and impact • Develop/refine brand strategy and use
brand consistently • Be clear about who will do what & by when
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Budget • Staff costs (salary, time) • Materials development • Printing and postage • Software and hardware • Technology systems • Consulting • Travel
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Evaluation • Measure impact
- Quantitative and qualitative - Benchmark prior to starting - Focus groups, interviews, surveys
• Types of measures: - $ raised - # of calls or requests - # of media hits - # of page views, followers, fans - # of letters sent, petitions signed, etc.
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Evaluation • Use data to refine your approach
- What’s working and what needs to change? - Are there new messages, channels, audiences? - Who is most engaged? Least? Why? - What messages or content are generating actions?
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Questions?
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Resources Big Duck • www.bigducknyc.com • www.bigducknyc.com/blog • www.bigducknyc.com/DuckPondE-news • www.bigducknyc.com/resources/scorecard
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Resources Templates & Guide • http://civicactions.com/blog/2010/mar/23/
nonprofit_marketing_plan_template • http://www.gettingattention.org/downloads/
nonprofit-marketing-plan-template.html • http://www.writeplacedesigns.com/portfolio/
fcphighperformancecom.pdf
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Contact Farra [email protected] twitter.com/farra linkedin.com/in/farra slideshare.net/farra
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Contact Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck
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