Strategic Communication/Fundraising Plan: Plant a Fish

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Strategic communication and fundraising plan for Plant a Fish. Includes comprehensive background and analysis as a well as communication strategies for fundraising and Search Engine Optimization.

Strategic communication and fundraising plan for Plant a Fish. Includes comprehensive background and analysis as a well as communication strategies for fundraising and Search Engine Optimization.

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  • Millions of plant a tree initiatives  Why stop at the waterline
  • Success stories  Mangrove collection, aimed for 1,200, got 35,000In the 1st year the kids will have raised 100,000
  • Can leverage each of these weaknesses into a new opportunityBuild a stronger support networkSeek more fundingPlay on the “connection” to Plenty of FishContact them for a fundraiser dating cruise
  • Increased visibilityPeople begin to understand the nameFocus on restoration  instead of conservation and advocacy, like so many other groupsSupport network  Tie it all back to the missionEducating and empowering volunteersBuilding for the next generation  Creating students who are environmental stewards“World is on loan from our kids, not inherited from our parents”
  • Environmental crisis – Coral bleaching event, Baykeepers’ problems in the Hudson BayFailure to gain market share- That is, after a year, most people still don’t know who Plant a Fish is
  • Strategy 1- Broaden PAF’s audience and support network
  • Issue trend analysis measures the quantity, quality and character of media coverage- It looks at…
  • It’s really important to position PAF correctly because…
  • So while I realize PAF does not do conservationI think the average person doesn’t really see the difference between conservation and restorationSo I think conservation groups can be competitors


  • 1. Plant a FishCommunication Plan Chi-Chi Millaway
  • 2. Agenda Background Research Analysis & Outcomes Communication Plan  Objectives  Strategies, tactics and recommendations Logistics  Budget, timeline and evaluation
  • 3. Background Launched by Fabien Cousteau on June 7, 2010 Mission: Educate • Empower • Restore Restoration “Planting” Projects  Coral and mangroves in South Florida  Oysters in New York Harbor  Coral in Maldives  Sea Turtles in El Salvador
  • 4. Organizational Objective Restore and protect healthy waters around the world through hands-on outdoor education and restoration initiatives Develop the PAF brand
  • 5. Research First step  Research  Act  Communicate  Evaluate Determine  What we know  What we don’t know  Issues management  What we want to know  Right messages  Right audiences  Right channels
  • 6. SWOT Analysis Strengths Weaknesses Current assets Current disadvantages Opportunities Threats Emerging assets Emerging disadvantages
  • 7. Strengths Unique name and logo S W Authority O T  Founder and board Mission  Restoration and education initiatives Projects  Fun, impactful  Success stories Media  Social media, website, Pepsi Refresh  Good presence
  • 8. Weaknesses S W Strong competition O T Limited support  “I can’t make a difference” Limited funding Media  Social media, website, Pepsi Refresh  Quality Name  How do you plant a fish?  Is this Plenty of Fish?
  • 9. Opportunities S W Increased visibility O T  Unique name, replanting, grant wins Support network  Passionate volunteers  Student advocates  Partnerships  Corporate sponsors Measurable success
  • 10. Threats S W Crisis O T  Environmental or volunteer-related Projects  Unsuccessful, too many Resources  Overworked founder and volunteers  Lack of volunteers, partners, sponsors, donations Failure to gain market share
  • 11. Outcomes Likelihood Overworked founder Well-known brand Strong (action) support Name (action) Successful confusion projects Environ/site crisis Magnitude Little support Well-known (nothing) brand (nothing)
  • 12. Communication Plan Objective  Develop the PAF brand by building a strong reputation and network of supporters Strategies  Educate Improve the quality and quantity of PAF’s media coverage  Empower Broaden PAF’s audience and support network  Restore Build PAF’s reputation as a premier nonprofit
  • 13. Empower: Broaden PAF’s audience Educate Volunteers Empower Activists Restore Opinion leaders Local community Current and potential donors Partners Sponsors Media
  • 14. Reaching new audiences Educate  Message: Where does the audience stand? Empower  Rec: Audience questionnaire* Restore  Identify opinions & beliefs  Polls, surveys & informal interviews  Medium: How do you reach them?  Rec: Communication audit*  Evaluate communication effectiveness*See appendix
  • 15. Communication Grid Press Word-of- Website Facebook Twitter Projects Releases Mouth Volunteers X X X X X Activists X X XOpinion leaders X XLocal community X X X X Donors X X X X Partners X X X X Sponsors X X X X Media X X
  • 16. Empower: Broaden support network
  • 17. School & Partner Outreach Educate  Expand cause partnerships Empower  Partner letter to environmental and conservation groups*  Volunteer programs with dive groups* Restore  Expand school partnerships  Partner letter to NYC high schools with environmental or service focus*  Develop educator partnerships  NYU environmental conservation education program*See appendix
  • 18. Empower: Broaden financial support Corporate partnerships & philanthropy Educate  Media outreach* Empower  Leverage "connections" to corporate sponsors Restore  Vilebrequin & sea turtles  Find a mangrove sponsor! Funding options  Microgiving  Grants* Granted lost momentum  Freelancer  Fundraisers  Oyster event at a restaurant  Individuals give over $230 billion annually Leverage support network  New HS partnership model *See appendix
  • 19. Recommendations to Empower Educate Identify audience opinion via polls, surveys & Empower interviews Restore Audit communications and improve website and social media Reach out to schools and potential partners Identify connections for corporate sponsorships Pursue microgiving, grant and fundraising options Develop a HS partnership model
  • 20. Educate: Quality of media coverage Educate  Media content analysis* Empower  What and how much is the media saying? Restore  How does that compare to competitors?  Researches messages  Determine impact  Adapt & improve*See appendix
  • 21. Educate: Quantity of media coverage  Targeted media pitches* Educate  Conservation and the environment Empower  Service and education Restore  Make the issues news  Leverage planting days and completed projects  Publicize special events  Earth Day, World Ocean Day, National Week of the Oceans  Fundraisers  Identify trends and hooks*See appendix
  • 22. Stake in issue Issue trend analysis Educate  Story placement Empower  Tone Restore  Bylines  Messengers and spokespeople  Messages Identify news hooks and trends Problem-opportunity  Issue: Oyster beds in Hudson destroyed  Stake: Oysters reduce nitrogen, improve water quality  Action: Educate students, replant oyster beds  Opportunity: Students are improving NYC’s water quality
  • 23. Recommendations to Educate Educate Media content analysis Empower Restore Media relations  Leverage projects and events  Identify issues and news trends
  • 24. Restore: Stand out from competitors Educate Empower Restore
  • 25. Competitive landscape Educate Fierce competition Empower Restore Over 1.5 million nonprofits in US  Almost 1 million charities  Over 13,000 environmental charities Nearly $2.6 trillion in assets Over $1.4 trillion in revenue
  • 26. Competitive analysis & positioning Conservation Educate  Focus: Preservation Empower Some very limited restoration in specific areas Restore  Position: PAF is undoing the damage we’ve done  Message: Fix what we broke Biodiversity  Focus: Policy change Goal: Influence government and conduct research  Position: They change the paperwork, PAF does the footwork  Message: Local efforts making a global impact Species specific projects  Focus: Advocacy and serving as a resource  Position: Take action and replant the species now  Message: Make an immediate impact
  • 27. Restore: Have the best online position Website goal is conversions! Educate Empower What do you want visitors to do?  Contribute Restore  Audience: Environmentalists with surplus income  Conversion: Donate via the online form  Rec: Improve donation form, create donation countdown  Find information  Post educational material and resources links  Learn something/change their mind  Interact with forums and testimonials  Subscribe  Connect with more media  Methods to promote – Digg, Like, etc.  Widgets and documents for download
  • 28. Search Engine Optimization* Can I improve presentation, usability or visibility? Educate  SEO growth worksheet Empower Restore Think of search engines as a particularly big media outlet Optimization factors  Uncontrolled Age of domain and site authority  Specialty searches  Images, videos, blogs, press releases  Controlled  1- Keywords  2- Links  3- Social Media  4- Evaluation *See appendix
  • 29. Step 1: Keywords Every page is an opportunity to optimize Educate  5-10% target keywords Empower  Invisible and visible text Restore Focus of optimization = Keywords  1- Generate a list  2- Expand the list  3- Evaluate list’s popularity  4- Short list  High popularity – Low competition – High relevance  5- Incorporate the words
  • 30. Step 2: Links Quality Educate Empower  Generate online buzz Restore  Home page or anchor text using keywords Quantity  Link building is free  “Site of the day” editors  Google and Yahoo! nonprofit advertising  Link directories and requests  Partner Backlinks
  • 31. Step 3: Social media Secure PAF’s online brand Educate Empower Be conversational Restore  Social networking: Facebook and Twitter Be competitive  Blogs and forums  Free widgets and apps Be accessible  Social bookmarking: Digg, Reddit and  Add “like” buttons to your page Be interesting  YouTube videos and Flickr pictures
  • 32. Step 4: Measurement Educate Did the SEO work? Empower Restore Find out the number of hits and unique visitors  Google analytics Determine the accessibility  .Indexing  Check landing pages Keywords  Check density and usage per word Links  Check popularity and validity
  • 33. Recommendations to Restore Educate Own a position your competitors can’t Empower Restore Optimize keywords, links, social media and evaluation
  • 34. Logistics 1 month Future-Audience questionnaire - Create a social media role- Communication survey -Create online communities and forums- Media content analysis -Develop a volunteer plan- Competitive positioning - Improve donor relations (newsletter) 4 months 8 months 1 year(Evaluation)- Pursue funding - School and -Media monitoring- SEO partner outreach - Google page rank- Issue trend analysis - Develop HS - Increase in supporters and- Media pitches partnership model funding
  • 35. Q&A