Taproot

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Taproot

  1. 1. Communications on a Shoestring Budget Messaging and Branding Basics do it pro bono.
  2. 2. About Taproot Foundation Our Mission: • The Taproot Foundation strengthens nonprofits by engaging business professionals in service. Our Vision: • The Peace Corps for the Business Community: Harnessing human capital to improve the human condition. Our Impact: • NPO sector is well-positioned to address, and even solve, some of the most pressing environmental, economic, and social issues we face today. • Replicable, relevant and scalable framework for building strategic alliances between the business, nonprofit and government sectors. • 695 Service Grants awarded nationwide at a value of over $27 million Our Clients: – Strong programs, leadership & governance structure – Multiple Issue Areas: education, environment, health, social services – Budgets typically between $350k and $5 million – San Francisco Bay Area (2001), New York City (2003), Chicago (2006), Boston (2006), Seattle (2007), Washington DC (2008!), and Los Angeles (2008)
  3. 3. Top Messaging/Communication Needs Products: • Key Messages & Brand Strategy • Visual Identity or Name • Brochure • Annual Report • Website • Competitive/Collaborative Analysis Organizational Need: • Board Development • Volunteer Recruitment • Increase Client Base • Diversify Funding • Form Community Partnerships
  4. 4. Key Messages & Brand Strategy The Building Blocks of Effective Communications Our Process: • Definition • Fact Finding/Data Mining • Analysis • Strategy Formed • Message Distilled • Documentation
  5. 5. Our Process Explained • Definition – Who are your Key Audiences? How can you segment them? • Fact Finding/Data Mining – Internal: What are your current challenges? Materials consistency? – External: What are stakeholders saying/know about you/wish for? – What are your competitors saying about themselves? • Analysis – Where are there strong overlaps? Misunderstandings? – What else is going on in your environment? Or with your organization? – Where are your current messages/materials falling short? • Strategy Formed – How can you best reach those target audiences? – What is your niche? How are you unique and interesting? – What is your culture/vision and how do you want that to be communicated? • Message Distilled – Examples for Key Audiences • Documentation – Training
  6. 6. Next Steps • Planning – Educate and excite staff and Board about the potential – Identify Key supporters/informers to be part of the process – Assess resources - internal/external/pro bono/paid – Choose a Brand Shepherd • Fact Finding/Data Mining – Internal evaluation – consistency, challenges, perceptions, stakeholder identification – External – interviews, focus groups, surveys with stakeholders – Competitors/Collaborators • Developing the Key Messages and Brand Strategy • Building new communications – materials, tools, etc
  7. 7. Questions? Lara Fisher Crampe, Deputy Director East Coast Email: Lara@TaprootFoundation.org Phone: 212-522-1325 Thank you!

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