Strategic Communication/Fundraising Plan: Plant a Fish

  • 1,692 views
Uploaded on

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.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,692
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
23
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • 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

Transcript

  • 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 deli.icio.us  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