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Hershey_Cause_Strategic_Communications_Presentation
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Hershey_Cause_Strategic_Communications_Presentation

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On June 24th Chris Hershey led a seminar on strategic communications at the 2nd Annual Summit for Nonprofit Leaders, sponsored by the Orange County Funders Roundtable. A copy of her presentation can …

On June 24th Chris Hershey led a seminar on strategic communications at the 2nd Annual Summit for Nonprofit Leaders, sponsored by the Orange County Funders Roundtable. A copy of her presentation can be viewed here.

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Transcript

  • 1. COMMUNICATING FOR RESULTS!
  • 2. “Each day, people arebombarded with some 5,000 advertising messages.” The Economist
  • 3. “The three key rules of marketingare brand recognition, brand recognition, brand recognition.” Anon
  • 4. We’ll Cover:•  Communicating for Results!•  So Where Are We? The NEW Normal•  About Us•  About You: Where Are You Now?•  Where Are You Going?•  Your Brand: Who Are You?•  The Right Tools For the Right Job•  ROI & Evaluation•  Are We There?
  • 5. SO WHERE ARE WE? THE NEW NORMAL
  • 6. “A lady, sitting next to Raymond Loewy at dinner, struck up a conversation. ‘Why,’ she asked ‘did you put two X’s in Exxon?’ ‘Why ask?’ he asked. ‘Because,’ she said, ‘I couldn’t help noticing?’ ‘Well,’ he responded, ‘that’s the answer.’” Alan Fletcher, The Art of Looking Sideways
  • 7. It’s Challenging to Compete•  Corporate America spends some $263 billion each year to convince consumers to buy their products and services.•  In the entertainment industry, the average cost of producing a film in 2003 was $63.8 million, while the cost of marketing was $39 million – an increase of 28 percent from the prior year.•  The New York Times reported that nonprofit advertising budgets increased by 15.8 percent between 2002 and 2003. Still less than 1 percent of overall budget.
  • 8. Too Much Clutter•  If we don’t define ourselves, our audiences will go to those that do•  You have to be consistent to be noticed•  Repetition counts•  Be clear
  • 9. The Good News•  More tools than ever•  We can control (or at least influence) how people see us•  Leveraging communications allows us to be heard by more people, more often than ever before
  • 10. ABOUT US
  • 11. “We believe in the powerof nonprofits to transform our society.”
  • 12. Cause Communications A nonprofit founded in 1999, bringing best practices to the nonprofit sector. Sister company Hershey Cause was founded in 1977.
  • 13. “While an occasionaldisinclination to exercise is exhibited by all agecohorts, the likelihood ofpositive health outcomes “Just do it.” makes even mildly strenuous physical activity all the more imperative.” Nike message as written by a Nike corporate nonprofit message
  • 14. Experience with Nonprofit World
  • 15. Experience with Foundation World
  • 16. Experience with Corporate World
  • 17. Our Staff
  • 18. ABOUT YOU:WHERE ARE YOU NOW?
  • 19. “I have never been lost,but I will admit to being confused for several weeks.” Daniel Boone
  • 20. Discovery: Know Yourself and Where You Are•  Who are your key audiences?•  What are their perceptions of your organization, your issues?•  What are you most known for?•  Where do you need to improve?
  • 21. Ask Others (You’re Too Close)•  SWOT analysis (internal review)and...•  Audience perceptions •  Research doesn’t have to be expensive •  Qualitative or quantitative •  Learn about others in your space
  • 22. Cost-Effective Efforts•  Stakeholder interview phone calls•  Informal focus groups•  Surveys (online tools like Survey Monkey)•  Listening reports
  • 23. Where is Everyone Else?•  These days you can do a LOT of research on the web•  You can ask others and ask who comes to mind
  • 24. ACTIVITY: ASK A NEIGHBOR•  Have they heard of your organization•  If so, what “associations” do they have•  If not, who do they think of in your category•  And why?
  • 25. WHERE ARE YOU GOING?
  • 26. “If you don’t know whereyou’re going, any road will get you there.” Lewis Carroll
  • 27. 49% 16% 35%
  • 28. SURVEY SAYSCommunications Planning•  What are you working to accomplish? •  Link to specific overall strategic goals•  Who do you want to act? •  Specify what you want each of your audiences to do•  In what time frame? •  Set measurable objectives
  • 29. SURVEY SAYSCommunications Plan: A Roadmap•  Elements of a communications plan •  Summary/overview of plan •  Goals (general)/objectives (specific) •  Target audiences •  Key messages •  Strategies (approaches)/tactics (tools) •  Budget •  Implementation plan with accountabilities, priorities and timetable •  Evaluation (what success would look like)
  • 30. SURVEY SAYSGoal/Strategy/Tactics•  Goal: Win the war•  Strategy: “Divide and conquer.”•  Tactics: CIA spies gather intelligence. Navy Seals knock out enemy communications. Paratroopers secure the airports. Armored Divisions race in and divide the opposing army’s forces.
  • 31. ACTIVITY:
  • 32. YOUR BRANDWHO ARE YOU?
  • 33. “A brand is your organizational DNA.It is EVERYTHING.” R. Christine Hershey
  • 34. SURVEY SAYSYour Brand is Reflected in All Communications•  Donor Cultivation •  Email newsletter and Grant Writing •  Your staff, members•  Events •  Letters to policy makers•  Guerilla Marketing •  Interviews•  Business cards •  Press conferences•  Letterhead •  Brochures•  Presentation slides •  Collateral materials•  Media kit •  Signage•  Elevator speech •  Web site•  Press releases •  Email •  Phone
  • 35. SURVEY SAYSYour Brand is Also Reflected in Everything Else•  Your offices•  How you answer the phone•  How you deliver services•  How you treat people•  How your people treat others
  • 36. SURVEY SAYS
  • 37. “Nothing Stops A Bullet Like A Job.”
  • 38. SURVEY SAYS “Finding a cure now…so our daughters won’t have to.” ©
  • 39. SURVEY SAYS“A Mind is a Terrible Thing to Waste.”®
  • 40. Elevator SURVEY SAYS Speech
  • 41. SURVEY SAYSMultiple Elevator Pitches•  Use the key that fits the lock•  30 seconds = about 60 words AVOID: •  History Lessons •  Background •  Generalizations •  Too many numbers
  • 42. SURVEY SAYS5 Easy Ways to Adapt 1.  Problem and solution 2.  What sets you apart 3.  Use the competition 4.  Use a metaphor 5.  Tell a story about 1 person
  • 43. SURVEY SAYSACTIVITYShare your speech with a neighbor and vice versa
  • 44. The Reaction You Want: “Tell me more!”
  • 45. THE RIGHT TOOLS FOR THE RIGHT JOB
  • 46. “If the only tool you have is a hammer, it is tempting to treat everything as if it were a nail.” Abraham Maslow
  • 47. Tools•  Earned Media •  Media relations•  Social Media •  Public relations•  Paid Media •  Interviews•  Everything But Media •  Press releases •  Press conferences
  • 48. Tools•  Earned Media•  Social Media •  Social networks•  Paid Media •  Web 2.0 and social media•  Everything But Media •  Websites •  Email newsletter •  Search engine optimization
  • 49. Tools•  Earned Media•  Social Media•  Paid Media •  Print advertising•  Everything But Media •  Commercials
  • 50. •  AdvocacyTools •  Direct mail •  Donor cultivation, grant writing•  Earned Media •  Capital campaigns•  Social Media •  Events•  Paid Media •  Elevator pitch•  Everything But Media •  Email and phone •  Guerilla marketing •  Letters to policy makers •  Word of mouth via staff, donors •  Collateral materials
  • 51. EarnedMedia
  • 52. Earned Media•  Media relations specifically refers to working with print broadcast and electronic media. •  What’s newsworthy? •  Think in stories •  Who’s your spokesperson? •  Return calls promptly •  Craft an internal policy on how to handle
  • 53. ‘Hearses on the Highway.’Within a 24-hour period, calls tothe EPA spiked 47 percent.
  • 54. SocialMedia
  • 55. Electronic Media•  Start with the basics•  Website & email newsletter = foundation for effective online strategy•  Push/pull strategy•  Use to build relationships•  Where is your audience online?
  • 56. Blogs•  Position as a leader•  Allows for easy and quick updates•  Frame and promote your story
  • 57. Social Media•  Interactive, dialogue, relationships, NOT one way broadcast•  Complete control is NOT possible•  Viral: Not guaranteed, steps you can take to maximize potential.
  • 58. Social MediaUse to: •  Respond to news •  Promote your story and share news •  Recruit new supporters •  Engage existing supporters in a new context •  Energize, focus, and mobilize supporters •  Raise money •  Have conversations, raise awareness
  • 59. Which Social Networks?•  Twitter•  LinkedIn•  Facebook•  MySpace•  FlickrSegment your “friends” accordingly
  • 60. SURVEY SAYS
  • 61. EverythingBut Media
  • 62. Direct Mail•  Puts your targeted message into the hands of your donors/supporters•  What’s important? •  Timing •  Targeting (your list) (is it clean?) •  Have a specific ask •  Measure and modify
  • 63. EventsIs an event the best tactic?•  What are your goals?•  Events are a lot of work. What’s your ROI?•  How to leverage afterwards?
  • 64. Guerilla Marketing•  Generates big publicity•  Innovative•  Inexpensive•  Can be highly effective
  • 65. Which Tools are the Best Tools?•  It is not an either-or situation•  Which COMBINATION of tools are best fit for your audience and goal?
  • 66. Apply the BAMM! checklist B - Think about your Brand A - Think about your Audiences M - Think about the your Messages M - Think about the your Messengers
  • 67. ACTIVITYLets post something real time.
  • 68. “Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted.” Albert Einstein
  • 69. SURVEY SAYSEvaluation Tips•  Before you started, you established a baseline•  Evaluate constantly and adjust tactics accordingly•  Share and celebrate results
  • 70. SURVEY SAYSIn Tough TimesMaking the Case•  Communications is not expendable, rather a critical means of generating revenue, raising awareness, etc.•  Challenges require proposed solutions and creativity•  Savvy communications can be the reason you survive
  • 71. SURVEY SAYSThings You Can Count•  Direct Marketing (email and mail) Response Rate: Dollars earned per dollar spent (return on investment, or ROI)•  Media relations: Development of media relationships. Coverage by media type (newspaper, magazine, Web, broadcast)•  Public Speaking: Number of speaking engagements and presentations (and audience count)
  • 72. SURVEY SAYSMore You Can Count•  Increase in funds raised•  Number of Google hits/web visits
  • 73. ?
  • 74. Q&A
  • 75. SURVEY SAYSRefining/Adjusting•  We’re taking our own advice and always ask our readers how we can improve our materials•  We welcome your feedback and suggestions for future updates. E-mail me at: rchershey@hersheycause.com

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