1 Putting the Strategy Into Strategic Communications
2 About Michael Hoffman Former senior nonprofit fundraiser and
political consultant Founded See3 Communications to use digital
strategy and tools to up the impact of nonprofits and causes About
Laura Wilson Veteran of 2012 Obama campaign digital team Focus on
digital campaign strategy and storytelling for change
3 See3 Communications Strategy Capacity building Video, web,
engagement
4 Roadmap for our session What is strategic communications? How
do you use strategy with your grantees? Translating strategy into
tactics Tips and tricks for digital tools
5 So: What the heck does strategic communications actually
mean?
6 strategy (noun) 1. A plan of action or policy designed to
achieve a major or overall aim. 1.1 The art of planning and
directing overall military operations and movements in a war or
battle. Often contrasted with tactics (see tactic).
7 tactic (noun) 1. An action or strategy carefully planned to
achieve a specific end.
8 Bringing strategy into the mix with your grantees
9 Theories of change 1. What is the change you want to see? 2.
Who is in a position to make that change happen? The Theory: How
can you influence those people/groups?
10 Theory of Change #1 Goal: To protect individuals from unsafe
chemicals in seafood Audience: Consumers Theory: Providing simple
tips on how to shop for chemical-free products will make it easier
for supporters to live smarter
11 Theory of Change #2 Goal: To enact better legislation
protecting clean water Audience: Lawmakers Theory: A petition with
enough signatures will influence lawmakers to take action
12 Theory of Change #3 Goal: To build constituency advocating
for better environmental protection Audience: Current NRDC
supporters and their friends Theory: People are more likely to get
involved if their friends already are. Peer pressure will recruit
new likes/followers who can take action on future NRDC
campaigns
13 So how is your org evaluating your grantees impact?
14 Evaluation Whats the programmatic goal? Who are we trying to
reach? What is our strategy for achieving our goal? What tactics
will we use for implementing this strategy? How will we measure
success? For every communications campaign, ask:
15 Say no to vanity metrics
16 How can you be a catalyst for your grantees to do their best
work? Strengthening the skills, competencies and abilities that
will allow your grantees to achieve measurable and sustainable
results. Vision, quality, time, skills, integration, or
ganizational development, leadership
17 From STRATEGY to TACTICS
18 Put it into practice: How do you use digital tools to lead
in your field? How can you support your grantees in infusing
strategy into their digital tactics?
19 Traditional Mindset: Hubs and Spokes
20 vs. the Network Mindset
21 Benefits of Strong Networks More efficient use of staff time
Regenerative, constant flow Sustaining energy Responsive &
generous Focus on people and community Expand community of
supporters
22 How are you talking about change?
24 VIDEO
KEEP IT SIMPLE
BE THE MOON
28 First benchmark survey on use and impact of nonprofit video.
446 Survey Participants Senior Management Communications
Development Nonprofit Organizations Representative of large, medium
and small orgs Rich diversity of missions Broad range of experience
with video YouTube Platform Data 20,000+ nonprofits
http://www.see3.com/intofocus
29 GOING SOCIAL
30
31 Landscape of Digital Communications
32 Three principles of being social
33 #Ukraine 1. Add value
34 2. Be real
35 3. Strengthen the network
36 Some basic tips to get you started: Use an editorial
calendar Facebook < 3 / Day Twitter 1++ / Day P2P Asks Are
Key
Mornings: 8 9AM Lunch: 12 1PM End of Day: 4:30 6PM Nights: 9:30
11PM Weekends vs. Wednesdays! Active Social Media Times