0
25 Ways to Increase Your 
 Organization's Communication Capacity
                 Without Hiring New Staff




    Tirza H...
Why Does it Matter
       Tight budgets = No new staff

        > need to communicate 
       across > channels

       ...
Agenda
1. Communications Strategy
2. Process – Scale it
3. Who’s Involved?
Strategy
( a really, really good one)
1. Define Your Goals

           Where are you going?


           How will you measure
            if you are heading i...
Keep track of goals with
quantitative data…
                     Influential
                       Friends
              ...
Define Your Goals
           Increase
            Engagement
           Acquire New
            Supporters
           B...
2. Define Your Audience

           Personas are…
            Descriptions of
             individuals that
             ...
3. Go Where Your Audience
            Is
             Speak their language
             Address their aspirations
      ...
Our staff knows fashion.

                           http://dcgoodwillfashions.blogspot.com/


We sell things you can’t
 f...
4. Clarify your Key
     Messages
           Starts with the
            mission
           Defines your ‘elevator’
    ...
5. Research Your
            Keywords
 Your site has two audiences….People & Robots
6. Listen




Broadcast Platform   Conversation Medium
7. Build Your Social
     Database




“Relentlessly Build Your Email Database” –Ted
Hart
Process Automation
8. Stop Entering Data
Stop Entering Data
         Plone > Saleforce
          Staff never touches
          data
          Custom reporting
 ...
9. Use an RSS Reader




  Consume more Data More
  Efficiently
10. Cross Post

      Most social media tools have a 
      widgets or features that allow you 
      to bring content in ...
11. Schedule Tweets




         What to Schedule?

          Schedule calendar events

          Non-time sensitive ide...
12. Communications
     Calendar
          Key for new forms of
           communication
          Decide what you can
 ...
Make Communications Part
    of Everyone’s Job
13. Create and Use
    Templates

         Easier to Begin
         Most communications 
          have replicable 
    ...
14. Create a Central Info
         Bank
           Central repository of:
              Success stories
              Ab...
15. Teach Writing for the
             Web
Essay style college writing does not work on the web. So,
what works?


       ...
16. Be Deliberate About
  what tools you use
17. Get More People
    Participating
             Delegate
              Ownership
             Incorporate routine
   ...
18. Use Checklists
             Press releases
              should not go out
              without your URL –
         ...
Example Checklist
Email Announcements:

 Does your subject line entice readers to open?

 Are you making the most of the...
19. Identify Guest
     Bloggers
         Spread the Work &
               Expand
            Perspectives
          Prog...
20. ‘Digital Natives’ on
          Staff
              Social media, digital
               comms is not ‘new’
          ...
21. Interns, Interns,
       Interns
            Take the grunt work off
             your plate.

            Offer an ...
22. Expand beyond Text
             “A Picture is worth
                1000 Words…”
             Easy & Powerful
       ...
23. Supporters as
   Fundraisers

             Supporters as
              fundraisers
             Supporters as
      ...
24. Test, measure and adjust.
   Test, measure and adjust.
    Test, measure and adjust
       Figure out the right formul...
25. Have Fun & Be Creative
Thank you!

Mark Sutton            Tirza Hollenhorst
President, Artez US    IfPeople
msutton@artez.com      tirzalyn@ifpeo...
Evaluation Code: 244
     How Was this Session?
    Call In                          Text                       Online



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25 Ways to Increase Your Organizations Communication Capacity

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You're making the world a better place and you you're driven to do it in ever bigger ways. But budgets are tight and staff are already wearing a lot of hats! With so many people to reach, you can't afford to waste time. If you want to have a greater impact with current staff, there is a lot you can do to increase your communication capacity. By ensuring people are working smarter, not reinventing the wheel, and sharing knowledge, they will be more efficient and effective in their jobs. We will tackle a list of 25 practical ways to increase communications capacity, from technology to training and templates. This workshop is meant to give executives, communications directors, and marketing staff concrete ideas you can use now to improve your relationships with stakeholders through quality, consistent communications. It will include a variety of methods, including free or in house and low cost or part of larger technology improvements.

Published in: Business

Transcript of "25 Ways to Increase Your Organizations Communication Capacity"

  1. 1. 25 Ways to Increase Your  Organization's Communication Capacity Without Hiring New Staff Tirza Hollenhorst Mark Sutton ifPeople Artez Interactive @tirzalyn @marksutton tirzalyn@ifpeople.net msutton@artez.com Join the conversation: #10NTC.25W
  2. 2. Why Does it Matter Tight budgets = No new staff  > need to communicate  across > channels  Stakeholder expectations of  interactivity are Up More noise to cut through
  3. 3. Agenda 1. Communications Strategy 2. Process – Scale it 3. Who’s Involved?
  4. 4. Strategy ( a really, really good one)
  5. 5. 1. Define Your Goals  Where are you going?  How will you measure if you are heading in the right direction?
  6. 6. Keep track of goals with quantitative data… Influential Friends New names added to email file Comments Voting participants Increased Influential donations blogs linked to you Increased webpage hits Content of keywords
  7. 7. Define Your Goals Increase Engagement Acquire New Supporters Build Relationships Increase Donations
  8. 8. 2. Define Your Audience Personas are…  Descriptions of individuals that represent your target  They’re not real people  Just archetypes that represent real people.
  9. 9. 3. Go Where Your Audience Is  Speak their language  Address their aspirations  Meet their needs  Go to their communities  Test  Test  Test
  10. 10. Our staff knows fashion. http://dcgoodwillfashions.blogspot.com/ We sell things you can’t find anywhere else. We want to target young women. http://www.fashionofgoodwill.org/
  11. 11. 4. Clarify your Key Messages  Starts with the mission  Defines your ‘elevator’ pitch  The context for all communications  Differentiators  Directed to stakeholders
  12. 12. 5. Research Your Keywords  Your site has two audiences….People & Robots
  13. 13. 6. Listen Broadcast Platform Conversation Medium
  14. 14. 7. Build Your Social Database “Relentlessly Build Your Email Database” –Ted Hart
  15. 15. Process Automation
  16. 16. 8. Stop Entering Data
  17. 17. Stop Entering Data Plone > Saleforce  Staff never touches data  Custom reporting  Automatic response
  18. 18. 9. Use an RSS Reader Consume more Data More Efficiently
  19. 19. 10. Cross Post Most social media tools have a  widgets or features that allow you  to bring content in or push it out!
  20. 20. 11. Schedule Tweets What to Schedule?  Schedule calendar events  Non-time sensitive ideas  Links to partners or affiliates  Schedule Re-Tweets
  21. 21. 12. Communications Calendar  Key for new forms of communication  Decide what you can do, don’t over commit  Establish the structure & responsibility  Get in a Rhythm
  22. 22. Make Communications Part of Everyone’s Job
  23. 23. 13. Create and Use Templates  Easier to Begin  Most communications  have replicable  formatInformal  Consistency  Saves Time
  24. 24. 14. Create a Central Info Bank Central repository of:  Success stories  About us paragraphs  Quotes  Photos  Recent statistics
  25. 25. 15. Teach Writing for the Web Essay style college writing does not work on the web. So, what works?  Conversational  Direct  Informal  Skimmable
  26. 26. 16. Be Deliberate About what tools you use
  27. 27. 17. Get More People Participating  Delegate Ownership  Incorporate routine communications into your process  Train, document, train
  28. 28. 18. Use Checklists  Press releases should not go out without your URL – ever!  Clarify standards  Document process  Enforce quality  Get new staff up to speed
  29. 29. Example Checklist Email Announcements:  Does your subject line entice readers to open?  Are you making the most of the preview pane?  Is your email easy on the eyes?  Does the message come through, even if the images don’t?  Does this email have a personal touch?  Are you being CAN-SPAM compliant?
  30. 30. 19. Identify Guest Bloggers Spread the Work & Expand Perspectives  Program Staff  Board members  Practitioners Volunteers  Experts (doctors, etc)  Partners
  31. 31. 20. ‘Digital Natives’ on Staff  Social media, digital comms is not ‘new’  Not about the tools, it’s about the connections  Natural ‘conversation’ and relationships more likely than broadcasting  possibly ‘edgy’
  32. 32. 21. Interns, Interns, Interns  Take the grunt work off your plate.  Offer an opportunity to learn (and learn from them!)  Not fixed overhead (seasonal/project based)  Management & recruitment time a consideration
  33. 33. 22. Expand beyond Text “A Picture is worth 1000 Words…”  Easy & Powerful  Fast & Inexpensive  Not every piece of content has to be a viral juggernaut  Repurpose content  Events, Galas, Etc
  34. 34. 23. Supporters as Fundraisers  Supporters as fundraisers  Supporters as content generators  Videos  Blog posts  Tweets
  35. 35. 24. Test, measure and adjust. Test, measure and adjust. Test, measure and adjust Figure out the right formula for your organization  Try new things, not all will work  Define success and measure  Cut the things the aren’t working
  36. 36. 25. Have Fun & Be Creative
  37. 37. Thank you! Mark Sutton Tirza Hollenhorst President, Artez US IfPeople msutton@artez.com tirzalyn@ifpeople.net Twitter: @marksutton Twitter: @tirzalyn www.artez.com www.ifpeople.net
  38. 38. Evaluation Code: 244 How Was this Session? Call In Text Online Call 404.939.4909 Text 244 to 69866 Visit nten.org/ntc­eval Enter Code 244  Enter Code 244  Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration!
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