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Developing An Effective Communication Plan For Your Nonprofit Organization

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A Continuing Education course presented as part of the Universtiy of Missouri-St Louis' Nonprofit Management and Leadership program on Oct. 20, 2010.

A Continuing Education course presented as part of the Universtiy of Missouri-St Louis' Nonprofit Management and Leadership program on Oct. 20, 2010.

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  • 1. www.jfmueller.comwww.jfmueller.com 11 Developing an EffectiveDeveloping an Effective Communication PlanCommunication Plan for Yourfor Your Nonprofit OrganizationNonprofit Organization Joe MuellerJoe Mueller www.jfmueller.comwww.jfmueller.com jfmueller@aol.comjfmueller@aol.com
  • 2. www.jfmueller.comwww.jfmueller.com 22 Developing an EffectiveDeveloping an Effective Communication PlanCommunication Plan for Your Nonprofit Organizationfor Your Nonprofit Organization The Fundamentals (3 Ms):The Fundamentals (3 Ms):  FundraisingFundraising ((MMoney)oney)  Clients/ProgramsClients/Programs ((MMembership)embership)  VolunteersVolunteers ((MManpower)anpower)
  • 3. www.jfmueller.comwww.jfmueller.com 33 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization Know Your OrganizationKnow Your Organization • What is the mission?What is the mission? • What are the expectations?What are the expectations? • What are the goals?What are the goals?
  • 4. www.jfmueller.comwww.jfmueller.com 44 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Evaluate The Organization’s CommunicationsEvaluate The Organization’s Communications • Talk with stakeholdersTalk with stakeholders • Perform a communications auditPerform a communications audit • Conduct a SWOT analysisConduct a SWOT analysis
  • 5. www.jfmueller.comwww.jfmueller.com 55 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Develop an IMC CommitteeDevelop an IMC Committee (Integrated Marketing Communications)(Integrated Marketing Communications) • Communications Staff Need to become ‘ExecutiveCommunications Staff Need to become ‘Executive Producers, Editors’Producers, Editors’ • Become… ‘a jack of all trades and a master of none’Become… ‘a jack of all trades and a master of none’
  • 6. www.jfmueller.comwww.jfmueller.com 66 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  IMC Committees Increase:IMC Committees Increase: • EfficiencyEfficiency • ActivityActivity • KnowledgeKnowledge • Distribution of workDistribution of work
  • 7. www.jfmueller.comwww.jfmueller.com 77 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Functions of an IMC Committee:Functions of an IMC Committee: • Develop, implement and evaluate the planDevelop, implement and evaluate the plan • Identify, communicate trendsIdentify, communicate trends • Communicate to audiencesCommunicate to audiences
  • 8. www.jfmueller.comwww.jfmueller.com 88 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Functions of an IMC Committee (Continued):Functions of an IMC Committee (Continued): • Support delivery of organization’s programSupport delivery of organization’s program • Promote positive public relationsPromote positive public relations • Promote new programs, projectsPromote new programs, projects
  • 9. www.jfmueller.comwww.jfmueller.com 99 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Functions of an IMC Committee (Continued):Functions of an IMC Committee (Continued): • Ensure creation of consistent messagesEnsure creation of consistent messages • Produce content (publications, video, audio)Produce content (publications, video, audio) • Conduct, analyze and utilize researchConduct, analyze and utilize research
  • 10. www.jfmueller.comwww.jfmueller.com 1010
  • 11. www.jfmueller.comwww.jfmueller.com 1111
  • 12. www.jfmueller.comwww.jfmueller.com 1212 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Where to look for IMC Committee members:Where to look for IMC Committee members: • Local college, university marketing/businessLocal college, university marketing/business departmentsdepartments • Ad agencies, PR firmsAd agencies, PR firms • Radio, television stationsRadio, television stations • AMA (American Marketing Assoc.), PRSA (PublicAMA (American Marketing Assoc.), PRSA (Public Relations Society of AmericaRelations Society of America
  • 13. www.jfmueller.comwww.jfmueller.com 1313 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Where to look for IMC Committee membersWhere to look for IMC Committee members (Continued):(Continued): • Billboard companiesBillboard companies • Corporate marketing, advertising, graphic designCorporate marketing, advertising, graphic design companiescompanies • Freelance writers, designers, photographersFreelance writers, designers, photographers • Newspapers, magazines, other print mediaNewspapers, magazines, other print media
  • 14. www.jfmueller.comwww.jfmueller.com 1414 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Where to look for IMC Committee membersWhere to look for IMC Committee members (Continued):(Continued): • Companies with large advertising presenceCompanies with large advertising presence • School district communications, public relationsSchool district communications, public relations coordinatorscoordinators
  • 15. www.jfmueller.comwww.jfmueller.com 1515 John,John, CEO ofCEO of WOMWOM P.R.P.R. Cindy, Owner of Web SolutionsCindy, Owner of Web Solutions Tim, Production Mgr. KWMU-TVTim, Production Mgr. KWMU-TV Ella, VP of Rather MarketingElla, VP of Rather Marketing Greg, Freelance Graphic DesignGreg, Freelance Graphic Design
  • 16. www.jfmueller.comwww.jfmueller.com 1616 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Communications Audit:Communications Audit: • What is the organization’s mission?What is the organization’s mission? • Who are your target audiences?Who are your target audiences? • How do your audiences perceive your organization?How do your audiences perceive your organization? • What are your strengths?What are your strengths?
  • 17. www.jfmueller.comwww.jfmueller.com 1717 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Communications Audit (Continued):Communications Audit (Continued): • What is the most common and most significantWhat is the most common and most significant complaint your organization receives?complaint your organization receives? • Where are your opportunities?Where are your opportunities? • What is threatening your organization?What is threatening your organization?
  • 18. www.jfmueller.comwww.jfmueller.com 1818 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Communications Audit (Continued):Communications Audit (Continued): • What kind of customer service do you provide?What kind of customer service do you provide? • How well does your organization communicate withHow well does your organization communicate with internal audiences?internal audiences? • External audiences?External audiences?
  • 19. www.jfmueller.comwww.jfmueller.com 1919 FundraisingFundraising MembershipMembership ProgramsPrograms RecruitmentRecruitment
  • 20. www.jfmueller.comwww.jfmueller.com 2020 ObjectivesObjectives Increase individualIncrease individual donationsdonations Increase clientsIncrease clients Improve Awareness OfImprove Awareness Of Prevention ProgramsPrevention Programs Assist upcoming capitalAssist upcoming capital campaign for newcampaign for new facilityfacility Increase participation inIncrease participation in volunteer trainingvolunteer training Establish awareness ofEstablish awareness of endowment fundendowment fund
  • 21. www.jfmueller.comwww.jfmueller.com 2121 Increase participation inIncrease participation in volunteer trainingvolunteer training Increase individual donationsIncrease individual donations Increase client servicesIncrease client services PodcastPodcast BrochureBrochure VideoVideo MediaMedia CampaignCampaign BrochureBrochure VideoVideo MediaMedia CampaignCampaign DirectDirect MailMail DirectDirect MailMail
  • 22. www.jfmueller.comwww.jfmueller.com 2222 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Planning, Writing THE PLANPlanning, Writing THE PLAN • Six elements:Six elements: 1.1. Executive SummaryExecutive Summary 2.2. Situation AnalysisSituation Analysis 3.3. Marketing StrategyMarketing Strategy 4.4. Marketing ObjectivesMarketing Objectives 5.5. Action Plan and ImplementationAction Plan and Implementation 6.6. EvaluationEvaluation
  • 23. www.jfmueller.comwww.jfmueller.com 2323 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Executive SummaryExecutive Summary • Brief review of entire marketing/communications planBrief review of entire marketing/communications plan • Includes background information on organizationIncludes background information on organization • Best to writeBest to write lastlast and after details are finalizedand after details are finalized
  • 24. www.jfmueller.comwww.jfmueller.com 2424 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Situation AnalysisSituation Analysis • Target marketTarget market • DemographicsDemographics • Competitors, landscapeCompetitors, landscape • Sets stage for strategies and objectivesSets stage for strategies and objectives
  • 25. www.jfmueller.comwww.jfmueller.com 2525 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Marketing ObjectiveMarketing Objective • Overall goal of what organization wants to accomplishOverall goal of what organization wants to accomplish • Overarching goalOverarching goal • What are we striving to be?What are we striving to be? • SAMPLE OBJECTIVE: To become the one-stop sourceSAMPLE OBJECTIVE: To become the one-stop source for all family health, fitness and recreationfor all family health, fitness and recreation opportunities.opportunities.
  • 26. www.jfmueller.comwww.jfmueller.com 2626 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Marketing StrategiesMarketing Strategies • What conditions must exist to achieve organizationalWhat conditions must exist to achieve organizational goal?goal? • SAMPLE STRATEGY: Five impressions on parentsSAMPLE STRATEGY: Five impressions on parents between New Year’s Eve and March 1 with message onbetween New Year’s Eve and March 1 with message on becoming members.becoming members.
  • 27. www.jfmueller.comwww.jfmueller.com 2727 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  TacticsTactics • How will you achieve strategies?How will you achieve strategies? • Detailed activitiesDetailed activities • What, how will you execute tactics?What, how will you execute tactics?
  • 28. www.jfmueller.comwww.jfmueller.com 2828 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Requirements For Effective TacticsRequirements For Effective Tactics • Do we have the budget?Do we have the budget? • Can we meet schedule, time commitments?Can we meet schedule, time commitments? • Do we have all available resources to be successful?Do we have all available resources to be successful? • Will this tactic meet our needs?Will this tactic meet our needs?
  • 29. www.jfmueller.comwww.jfmueller.com 2929 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  SAMPLE TACTICS:SAMPLE TACTICS: • Media release twice per month that features fitnessMedia release twice per month that features fitness success storysuccess story • Print, Facebook ads on discounted membership feePrint, Facebook ads on discounted membership fee • Billboards positioned within 5 miles of facilityBillboards positioned within 5 miles of facility • Direct-mail postcard delivered on Dec. 31 thatDirect-mail postcard delivered on Dec. 31 that outlines discounted membership feeoutlines discounted membership fee
  • 30. www.jfmueller.comwww.jfmueller.com 3030 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Implementation:Implementation: • Confirm, track costsConfirm, track costs • Clarify responsibilitiesClarify responsibilities • Establish schedule, meet deadlinesEstablish schedule, meet deadlines
  • 31. www.jfmueller.comwww.jfmueller.com 3131 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Evaluation:Evaluation: • Review the measurable element for each goalReview the measurable element for each goal • Use inexpensive online research tools (Survey Monkey,Use inexpensive online research tools (Survey Monkey, Zoomerang)Zoomerang) • Seek feedback from stakeholdersSeek feedback from stakeholders
  • 32. www.jfmueller.comwww.jfmueller.com 3232 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Celebrate SuccessCelebrate Success • Share results with staff, volunteers, boardShare results with staff, volunteers, board • Earn, maintain ‘seat at the table’Earn, maintain ‘seat at the table’  Rewrite, Refine PlanRewrite, Refine Plan • Utilize feedback from evaluationUtilize feedback from evaluation • Be more creative, innovativeBe more creative, innovative • Recruit more talent, resourcesRecruit more talent, resources
  • 33. www.jfmueller.comwww.jfmueller.com 3333
  • 34. www.jfmueller.comwww.jfmueller.com 3434
  • 35. www.jfmueller.comwww.jfmueller.com 3535
  • 36. www.jfmueller.comwww.jfmueller.com 3636
  • 37. www.jfmueller.comwww.jfmueller.com 3737 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization The Plan is the SKELETON…The Plan is the SKELETON… ……but your communications must touchbut your communications must touch the HEART…the HEART…
  • 38. www.jfmueller.comwww.jfmueller.com 3838 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization Be a GOOD STORYTELLERBe a GOOD STORYTELLER GOOD WRITING isGOOD WRITING is EVERYTHING!EVERYTHING!
  • 39. www.jfmueller.comwww.jfmueller.com 3939 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Rockwood School District ComprehensiveRockwood School District Comprehensive Communications Plan:Communications Plan: http://tinyurl.com/UMSL-NPML-1http://tinyurl.com/UMSL-NPML-1  Boy Scouts of America’s Developing A LocalBoy Scouts of America’s Developing A Local Council Marketing Committee:Council Marketing Committee: http://tinyurl.com/UMSL-NPML-2http://tinyurl.com/UMSL-NPML-2
  • 40. www.jfmueller.comwww.jfmueller.com 4040 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Boy Scouts of America’s Developing A Local CouncilBoy Scouts of America’s Developing A Local Council Marketing Plan: http://tinyurl.com/UMSL-NPML-3Marketing Plan: http://tinyurl.com/UMSL-NPML-3  BSA Marketing Plan Appendix:BSA Marketing Plan Appendix: http://tinyurl.com/UMSL-NPML-4http://tinyurl.com/UMSL-NPML-4
  • 41. www.jfmueller.comwww.jfmueller.com 4141 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Blogs You Must Read:Blogs You Must Read: • www.chrisbrogan.comwww.chrisbrogan.com • www.bethkanter.orgwww.bethkanter.org  Podcasts You Must Listen To:Podcasts You Must Listen To: • www.marketingovercoffee.comwww.marketingovercoffee.com • www.providentpartners.netwww.providentpartners.net • www.forimmediaterelease.bizwww.forimmediaterelease.biz
  • 42. www.jfmueller.comwww.jfmueller.com 4242 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  The Best All-Around Source On Social Media:The Best All-Around Source On Social Media: • http://social-media-university-http://social-media-university- global.org (SMUG)global.org (SMUG)
  • 43. www.jfmueller.comwww.jfmueller.com 4343
  • 44. www.jfmueller.comwww.jfmueller.com 4444 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Joe’s Bookshelf:Joe’s Bookshelf: • Tactical TransparencyTactical Transparency (How leaders can leverage social media(How leaders can leverage social media to maximize value and build their grandto maximize value and build their grand by Shel Holtz & John C. Havensby Shel Holtz & John C. Havens • The New Rules of Marketing & PRThe New Rules of Marketing & PR (How to use new releases,(How to use new releases, blogs, podcasting, viral marketing and online media to reachblogs, podcasting, viral marketing and online media to reach buyers directly)buyers directly) by David Meerman Scottby David Meerman Scott • Six Pixels of SeparationSix Pixels of Separation (Everyone is connected; connect(Everyone is connected; connect everyone to your business.)everyone to your business.) by Mitch Joelby Mitch Joel
  • 45. www.jfmueller.comwww.jfmueller.com 4545 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Joe’s Bookshelf (Continued):Joe’s Bookshelf (Continued): • Marketing For DummiesMarketing For Dummies by Alexander Hiamby Alexander Hiam • Trust AgentsTrust Agents (Using the web to build influence,(Using the web to build influence, improve reputation, and earn trust.)improve reputation, and earn trust.) by Chris Brogan & Julien Smithby Chris Brogan & Julien Smith • Good To Great and the Social SectorsGood To Great and the Social Sectors (Why business(Why business thinking is not the answer.)thinking is not the answer.) by Jim Collinsby Jim Collins
  • 46. www.jfmueller.comwww.jfmueller.com 4646 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Joe’s Continuing Education:Joe’s Continuing Education: • Community Service Public Relations CouncilCommunity Service Public Relations Council (www.csprc.org)(www.csprc.org) Lunch meetings, second Tuesday of the monthLunch meetings, second Tuesday of the month Sheraton in ClaytonSheraton in Clayton CSPRC’s Spectrum ConferenceCSPRC’s Spectrum Conference May 10, 2011, Holiday Inn SouthwestMay 10, 2011, Holiday Inn Southwest Full day of sessions to help nonprofit communicatorsFull day of sessions to help nonprofit communicators be more successful.be more successful.
  • 47. www.jfmueller.comwww.jfmueller.com 4747 Developing an Effective CommunicationDeveloping an Effective Communication PlanPlan for Your Nonprofit Organizationfor Your Nonprofit Organization  Joe Mueller,Joe Mueller, Director of Public RelationsDirector of Public Relations Greater St. Louis Area Council,Greater St. Louis Area Council, Boy Scouts of America (www.stlbsa.org)Boy Scouts of America (www.stlbsa.org) • LinkedIn: www.linkedin.com/in/jfmuellerLinkedIn: www.linkedin.com/in/jfmueller • Blog: www.jfmueller.comBlog: www.jfmueller.com • E-mail: jfmueller@aol.comE-mail: jfmueller@aol.com • Twitter: @jfmuellerTwitter: @jfmueller • Facebook: www.facebook.com/jfmuellerFacebook: www.facebook.com/jfmueller