Managing Not-For-Profit CommunicationPresentation at NASSCOM Foundation’s Bring the Change WeekBangalore, December 2, 2011...
Integrated MarketingCommunications• A comprehensive, coordinated, institution-wide effort to  communicate mission-critical...
Building relationships leads tobetter connection• Organizations that considered building  relationships with supporters an...
Hitting the right note• Marketing and communications                   Elevator Pitch  are not two sides of the same      ...
Myths Vs Realities….Marketing and communications- is a ‘feel good’ exercise   - is a coordinated,- can’t be measured      ...
7 Tenets of SuccessfulCommunication1.   It isn’t about what your NGO does but why you existLook up: http://www.youtube.com...
Questions?•   Blog: www.intraskope.wordpress.com•   Linkedin: http://in.linkedin.com/in/aniisu•   Twitter: @Aniisu•   E-ma...
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Managing Not-For-Profit Communication

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I shared insights with participating NGOs as a resource person for NASSCOM Foundation's Bring the Change Week event at Bangalore on December 2, 2011. It covers perspectives on what not-for-profits need to know about communication, how to develop a communication plan and pitfalls to avoid.

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Managing Not-For-Profit Communication

  1. 1. Managing Not-For-Profit CommunicationPresentation at NASSCOM Foundation’s Bring the Change WeekBangalore, December 2, 2011Aniisu K Verghese
  2. 2. Integrated MarketingCommunications• A comprehensive, coordinated, institution-wide effort to communicate mission-critical values and messages in ways that target audiences notice, understand, and respond to.• IMC stresses data-driven segmentation, message integration and coordination, and evaluation.• Source: Integrated Marketing Communication: A Practical Guide to Developing Comprehensive Communication Strategies by Robert A. Sevier and Robert E. Johnson
  3. 3. Building relationships leads tobetter connection• Organizations that considered building relationships with supporters an important organizational strategy were more likely to have success using database marketing, face-to- face communication, and listening (i.e., obtaining feedback) than organizations less concerned with relationships.Perkins, Amy ., Algren, Margaret., & Eichhorn, Kristen Campbell (year unknown). The Use ofIntegrated Marketing Communications by U.S. Non-profit Organizations. Retrieved on December 1,2011 from www.instituteforpr.org/downloads/13
  4. 4. Hitting the right note• Marketing and communications Elevator Pitch are not two sides of the same • who? What’s your name? coin • what? What kind of organization• Marketing is about ‘you’ while are you (scale and sector)? communication is usually about • for whom? Whom do your ‘we’ programs serve?• Marketing is used to ‘pull’ • what need? What pressing social while communication is meant problem does your program to state opinions/connect to address? audience(s)’ perspective • what’s different? What is distinctive about your program? • so what? Why should they care? Williamson, David (2009). Marketing & Communications in Nonprofit Organizations, Georgetown University , Center for Public & Nonprofit Leadership Retrieved on December 1, 2011 from: cpnl.georgetown.edu/doc_pool/Marketing.pdf
  5. 5. Myths Vs Realities….Marketing and communications- is a ‘feel good’ exercise - is a coordinated,- can’t be measured disciplined and scientific- can only be done by approach to professionals communicating- is easy to do - Can and must be measured - Can be learnt and implemented by anyone - Requires focus, dedication and practice
  6. 6. 7 Tenets of SuccessfulCommunication1. It isn’t about what your NGO does but why you existLook up: http://www.youtube.com/watch?v=u4ZoJKF_VuA2. Have your staff and volunteers aligned on your purpose3. It is also about how you respond to stakeholders (practicescenarios, review messages, update spokespersons’ list)4. Credibility = honest, transparent communication5. Study how stakeholders perceive your communication6. Don’t do ‘social media’ for social media’s sake (avoiddumping videos, starting blogs without clear strategies,retweeting someone else’s posts)7. Be an authority in your area of work (understand trends,conduct research, speak knowledgeably)
  7. 7. Questions?• Blog: www.intraskope.wordpress.com• Linkedin: http://in.linkedin.com/in/aniisu• Twitter: @Aniisu• E-mail: intraskope@yahoo.com

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