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Developing a Communications Strategy for Your Nonprofit

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Big Duck
Big Duck

Between never-ending ‘to-do’ lists and new communications channels popping up everyday, it can be hard to find the time to stop and look at the bigger picture. Take a few hours out of the trenches and into a conversation about your goals, audiences, and actions to support your nonprofit’s mission. In a workshop at the Foundation Center in DC, Big Duck’s Vice President, Farra Trompeter, outlined what’s in a communications strategy and a guide for how to create and implement one for your organization.

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Developing a Communications Strategy #techsense Farra Trompeter | Big Duck The Foundation Center August 9, 2012 bigducknyc.com
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#techsense @farra @bigduck @FCWashington bigducknyc.com
What we will talk about today •  Quick introductions •  How communications helps •  Ways to get your organization communicating consistently •  Strategic communications planning •  Resources bigducknyc.com
Intros… •  Name •  Organization •  Role •  Describe your approach to communications in one word bigducknyc.com
How can communications help your organization? bigducknyc.com
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? bigducknyc.com
Reasons nonprofits communicate bigducknyc.com
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 bigducknyc.com
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Blue slide: be clear about what you want to say as an organization, and how you want to say it. bigducknyc.com
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Remember to connect with audiences on their terms, not yours. bigducknyc.com
So…what’s in a communications plan? bigducknyc.com
A communications plan includes: •  Goals and objectives •  Target audiences •  Strategies •  Tactics to engage the target audiences •  Roles and responsibilities •  Work plan •  Budget •  Evaluation bigducknyc.com
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 bigducknyc.com
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Target audiences Try this exercise: Audience Current Desired Their Desired Perception Perception Needs Actions bigducknyc.com
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User Personas •  Audience Group •  Age •  Gender •  Ethnicity •  Location •  Occupation •  Education •  Personal online behavior •  Motivation and objectives •  Our objectives bigducknyc.com
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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 bigducknyc.com
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 bigducknyc.com
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? bigducknyc.com
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 bigducknyc.com
Budget •  Staff costs (salary, time) •  Materials development •  Printing and postage •  Software and hardware •  Technology systems •  Consulting •  Travel bigducknyc.com
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. bigducknyc.com
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? bigducknyc.com
Questions? bigducknyc.com
Resources Big Duck •  www.bigducknyc.com •  www.bigducknyc.com/blog •  www.bigducknyc.com/DuckPondE-news •  www.bigducknyc.com/resources/scorecard bigducknyc.com
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 bigducknyc.com
Contact Farra farra@bigducknyc.com twitter.com/farra linkedin.com/in/farra slideshare.net/farra bigducknyc.com
Contact Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck bigducknyc.com
bigducknyc.com

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