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Choosing the Right Communications Mix

Choosing the Right Communications Mix



Slide deck from 12/15/11 presentation of "Choosing the Right Communications Mix" by Andrea Berry of Idealware.

Slide deck from 12/15/11 presentation of "Choosing the Right Communications Mix" by Andrea Berry of Idealware.



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    Choosing the Right Communications Mix Choosing the Right Communications Mix Presentation Transcript

    • Choosing the Right Communications Mix December 2011
    • Introductions Andrea Berry Director of Partnerships and Learning Idealware And on the chat… Laura Quinn
    • www.idealware.org
    • Resources and Services From Idealware Online seminarsThe Field Guide and courses to Software for Commissioned Nonprofits articles and reports Close to 200 existing Consulting to In-person training free articles and reports networks Idealware is a 501(c)3 nonprofit!
    • Your Communications Strategy
    • Offline Communications Methods
    • Online Communications Methods
    • One method does not replace another…
    • …use methods together to optimize impact! March eNews Consider how your communications New star will look to your direct mail hits constituents as a New star package… email appeal New star New star appeal phone follow-up calls
    • It’s Important to Use Multiple Channels The strength of your communications will be elevated when you use multiple channels to work together towards your goals.
    • It’s Critical to Define Your GoalsYou can’t effectively define a mix without specific goals forspecific marketing campaigns
    • Key Considerations
    • Timing
    • Tone vs. Impact
    • How Much Will It Cost?
    • Integrating Look and Feel Facebook Emails Blog
    • Integrating Messaging Text should be related – but not identical Blog Ad
    • Coordinating CommunicationsDon’t just send the same message through every medium. Think through Tailor the Define the goal the audience for message each venueWhat are you trying Why are they there? What will best to accomplish? What will resonate? achieve your goals?
    • Comparing the Mix for Different Goals
    • A Potential Mix: Fundraising Fundraising
    • A Potential Mix: Promoting an Event Event Promotion
    • A Potential Mix: Reaching New Supporters Reaching New Supporters
    • A Potential Mix: Engaging Current Supporters Engaging Current Supporters
    • How Do They Work Together?
    • Within Your Mix Channels Have Different JobsJobs• Content Generation• Promoting Resources• Publicizing the Resources of Others• Getting Community InputEach channel may have multiple jobs.
    • Consider How Your Channels Work Together Directionality: Which way do the communication channels feed? Core vs. Peripheral: Is the channel central to the initiative or a peripheral element?
    • A Fundraising Appeal
    • Promoting an Event
    • Reaching New Supporters
    • Engaging Current Supporters
    • Case Studies
    • The United Way of Western Connecticut www.take5togive5.org Fundraising campaign by The United Way of Western Connecticut Aim: to raise supplementary funds for partner organizations during financial crisis
    • Take 5 to Give 5: Website
    • Take 5 to Give 5: Emails
    • Take 5 to Give 5: Friend-to-Friend Fundraising
    • Take 5 to Give 5: Facebook
    • United Way of W. CT: Fundraising
    • Think Outside the Bottle www.thinkoutsidethebottle.org Advocacy campaign by Corporate Accountability International Aim: to encourage people to stop using bottled water in favor of reusable bottles
    • Think Outside the Bottle: Website
    • Think Outside the Bottle: Emails
    • Think Outside the Bottle: Facebook
    • Think Outside the Bottle: Online Promotion
    • Think Outside the Bottle: Pledge
    • Think Outside the Bottle: Advocacy
    • Upcoming Idealware Seminars 1/5: Tactical Technology Planning 1/12: Social Media for Executive Directors 1/19: How To Know What People Think About You 1/26: Choosing a Low Cost Donor Management System More at www.idealware.org/online-training
    • Have More Questions? Ask Idealware… On Twitter: @idealware On Facebook: /idealware