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Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
Nonprofit communications planning
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Nonprofit communications planning

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How to build a communications plan for your nonprofit. Covers the differences between goals, objectives & tactics & why it's important to have a plan. …

How to build a communications plan for your nonprofit. Covers the differences between goals, objectives & tactics & why it's important to have a plan.

These slides were originally presented at the University of Washington's certificate in nonprofit management.

Published in: Business, Technology
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  • 1. + Communications Planning Certificate in Nonprofit Management May 14 2011
  • 2. + Communication’s Role
  • 3. + Communication’s Role
  • 4. + Communication’s Role
  • 5. + Communication’s Role
  • 6. + Communication’s Role
  • 7. + When to create your plan Flickr: Joe Lanman
  • 8. + Who creates your plan? Flickr:michaelcardus
  • 9. + Plan elements n  Executive summary n  Budget n  Goals & objectives n  Tactics n  Evaluation & measurement n  Calendar
  • 10. + Goals
  • 11. + Goals Characteristics of goals n  Speak to overall agency’s goals & vision n  Long term n  Often not measurable or attainable n  Inspirational
  • 12. + Which is the goal? n  Be seen as the primary source n  Update our logo and look to of information for parents reflect new direction of needing quality childcare. agency.
  • 13. + Goals Where to find yours n  Strategic plan n  Fundraising plan n  Case statement n  Interviews with key staff & board
  • 14. + ObjectivesFlickr: stevehicks
  • 15. + Objectives characteristics n  SMART n  Specific n  Measurable n  Achievable n  Relevant n  Timely
  • 16. + Which is the objective? n  Increase replies to all direct n  Increase giving by current mail pieces this year. annual fund donors by 13% by December 2011.
  • 17. + Tactics
  • 18. + Tactics characteristics n  Specific tasks taken n  How relate to objective n  Who will be responsible n  By when it will be done
  • 19. + Tactics examples n  Produce spring newsletter to distribute to 18,000 donors with remit envelope. Objective: Increase annual fund. Communications Director by April 2012 n  Weekly blog updates by key staffers on pre-determined topics. Objective: Increase blog subscribers. Communications Associate, weekly n  Production of video for annual luncheon. Objective: Grow luncheon contributions. Communications Director by September 2013.
  • 20. + Communications plan outline Goal: Be seen as the primary source of information for parents needing quality childcare. Objective: Increase email list of parents in King County by 15% by September 2011. Tactic: Produce monthly enewsletter with parenting tips & local events.
  • 21. + Your turn 1 goal, 2 objectives & 2 tactics Savery Senior Center: This year is our 15th anniversary. We will be launching a capitol campaign in 2012 to raise $3 million for a new food bank at the center. Our fundraising has grown by 10% every year and we have a healthy ratio of institutional and individual funders. We will be re-launching our website this year. Our communications budget is $125,000.
  • 22. + Executive Summary
  • 23. + Executive Summary Contents n  Overall strategic focus for year’s communications n  Objectives n  How you’ll evaluate n  Any outlier events
  • 24. + Budgeting & Measuring
  • 25. + Budget What’s included n  Print, design and postal n  Website creation and maintenance n  Email template & client n  Staffing n  Promotions n  Revenue
  • 26. + Budget How to package it n  Map it to your goals and objectives n  Tie closely to program and fundraising goals n  Always be thinking ROI
  • 27. + Measuring & Evaluation
  • 28. + Measuring & Evaluating How to n  Create document of what tracking n  Establish a schedule n  Know your benchmarks
  • 29. + Measuring & Evaluation Industry standards n  Email benchmarks: n  Open rate: 20.43 % n  Click: 3.54% n  Unsubscribe: 0.17% n  Facebook: n  Fan growth: 14% a month n  110 ‘Likers’ per 1000 email addresses n  Website: n  2.95 page views per visit n  55% of visits via search engines
  • 30. + Measuring & Evaluation Reporting n  Who is your audience? n  Map to goals & objectives n  Include challenges & things you’ve learned
  • 31. + Planning Resources n  Nancy Schwarz marketing plan template : http://bit.ly/MarPlanNancy n  Writing a Results Driven Marketing Plan by Tiffany A. Meyer http://bit.ly/MarketPlan n  Beth Kanter on measurement: http://bit.ly/BethMeasure n  Amy Sample Ward on measurement: http://bit.ly/ AmyMeasure
  • 32. + Planning Resources Special offer

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