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1
Putting the Strategy
Into Strategic
Communications
2
About Michael Hoffman
• Former senior nonprofit fundraiser and
political consultant
• Founded See3 Communications to use...
3
See3 Communications
Strategy
Capacity building
Video, web, engagement
4
Roadmap for our session
• What is strategic
communications?
• How do you use strategy
with your grantees?
• Translating ...
5
So: What the heck does
“strategic communications”
actually mean?
6
strategy (noun)
1. A plan of action or policy designed to achieve a
major or overall aim.
1.1 The art of planning and ...
7
tactic (noun)
1. An action or strategy carefully planned to
achieve a specific end.
8
Bringing strategy
into the mix with
your grantees
9
Theories of change
1. What is the
change you want
to see?
2. Who is in a
position to make
that change
happen?
The Theory...
10
Theory of Change #1
• Goal: To protect individuals from unsafe chemicals in seafood
• Audience: Consumers
• Theory: Pro...
11
Theory of Change #2
• Goal: To enact better
legislation protecting clean
water
• Audience: Lawmakers
• Theory: A petiti...
12
Theory of Change #3
• Goal: To build constituency advocating for better
environmental protection
• Audience: Current NR...
13
So – how is your org evaluating
your grantees’ impact?
14
Evaluation
What’s the programmatic goal?
Who are we trying to reach?
What is our strategy for achieving our goal?
What ...
15
Say no to vanity metrics
16
How can you be a catalyst for your
grantees to do their best work?
Strengthening the skills, competencies
and abilities...
17
From STRATEGY
to
TACTICS
18
Put it into practice:
How do you use digital tools to lead in
your field?
How can you support your grantees in
infusing...
19
Traditional Mindset: Hubs and Spokes
20
vs. the Network Mindset
21
Benefits of Strong Networks
• More efficient use of staff time
• Regenerative, constant flow
• Sustaining energy
• Resp...
22
How are you
talking about change?
24
VIDEO
KEEP
IT
SIMPLE
BE THE MOON
28
First benchmark survey on use
and impact of nonprofit video.
446 Survey Participants
• Senior Management
• Communicatio...
29
GOING SOCIAL
30
31
Landscape of Digital Communications
32
Three principles of
being social
33
#Ukraine
1. Add value
34
2. Be real
35
3. Strengthen the network
36
Some basic tips to get you started:
• Use an editorial calendar
• Facebook < 3 / Day
• Twitter 1++ / Day
• P2P Asks Are...
Mornings: 8 – 9AM
Lunch: 12 – 1PM
End of Day: 4:30 – 6PM
Nights: 9:30 – 11PM
Weekends vs. Wednesdays!
Active Social Media ...
38
39
Thank You!
Questions?
mhoffman@see3.com
www.See3.com
(773) 784-7333
Putting the Strategy into Strategic Communications
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Putting the Strategy into Strategic Communications

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Too often nonprofits are scrambling to post on Twitter and Facebook, without thinking through how digital tools should be part of your organization's strategic goals.

In this presentation for the 2014 Peace and Security Funders conference, See3 CEO Michael Hoffman and digital strategist Laura Wilson walk through creating a strategic communications plan, theories of change, and how to use the tools at our fingertips - like Twitter, Facebook, and YouTube - to achieve the change your organization seeks to make.

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Putting the Strategy into Strategic Communications

  1. 1. 1 Putting the Strategy Into Strategic Communications
  2. 2. 2 About Michael Hoffman • Former senior nonprofit fundraiser and political consultant • Founded See3 Communications to use digital strategy and tools to up the impact of nonprofits and causes About Laura Wilson • Veteran of 2012 Obama campaign digital team • Focus on digital campaign strategy and storytelling for change
  3. 3. 3 See3 Communications Strategy Capacity building Video, web, engagement
  4. 4. 4 Roadmap for our session • What is strategic communications? • How do you use strategy with your grantees? • Translating strategy into tactics • Tips and tricks for digital tools
  5. 5. 5 So: What the heck does “strategic communications” actually mean?
  6. 6. 6 strategy (noun) 1. A plan of action or policy designed to achieve a major or overall aim. 1.1 The art of planning and directing overall military operations and movements in a war or battle. Often contrasted with tactics (see tactic).
  7. 7. 7 tactic (noun) 1. An action or strategy carefully planned to achieve a specific end.
  8. 8. 8 Bringing strategy into the mix with your grantees
  9. 9. 9 Theories of change 1. What is the change you want to see? 2. Who is in a position to make that change happen? The Theory: How can you influence those people/groups?
  10. 10. 10 Theory of Change #1 • Goal: To protect individuals from unsafe chemicals in seafood • Audience: Consumers • Theory: Providing simple tips on how to shop for chemical-free products will make it easier for supporters to “live smarter”
  11. 11. 11 Theory of Change #2 • Goal: To enact better legislation protecting clean water • Audience: Lawmakers • Theory: A petition with enough signatures will influence lawmakers to take action
  12. 12. 12 Theory of Change #3 • Goal: To build constituency advocating for better environmental protection • Audience: Current NRDC supporters and their friends • Theory: People are more likely to get involved if their friends already are. Peer pressure will recruit new likes/followers who can take action on future NRDC campaigns
  13. 13. 13 So – how is your org evaluating your grantees’ impact?
  14. 14. 14 Evaluation What’s the programmatic goal? Who are we trying to reach? What is our strategy for achieving our goal? What tactics will we use for implementing this strategy? How will we measure success? For every communications campaign, ask:
  15. 15. 15 Say no to vanity metrics
  16. 16. 16 How can you be a catalyst for your grantees to do their best work? Strengthening the skills, competencies and abilities that will allow your grantees to achieve measurable and sustainable results. Vision, quality, time, skills, integration, or ganizational development, leadership
  17. 17. 17 From STRATEGY to TACTICS
  18. 18. 18 Put it into practice: How do you use digital tools to lead in your field? How can you support your grantees in infusing strategy into their digital tactics?
  19. 19. 19 Traditional Mindset: Hubs and Spokes
  20. 20. 20 vs. the Network Mindset
  21. 21. 21 Benefits of Strong Networks • More efficient use of staff time • Regenerative, constant flow • Sustaining energy • Responsive & generous • Focus on people and community • Expand community of supporters
  22. 22. 22 How are you talking about change?
  23. 23. 24 VIDEO
  24. 24. KEEP IT SIMPLE
  25. 25. BE THE MOON
  26. 26. 28 First benchmark survey on use and impact of nonprofit video. 446 Survey Participants • Senior Management • Communications • Development Nonprofit Organizations • Representative of large, medium and small orgs • Rich diversity of missions • Broad range of experience with video YouTube Platform Data • 20,000+ nonprofits http://www.see3.com/intofocus
  27. 27. 29 GOING SOCIAL
  28. 28. 30
  29. 29. 31 Landscape of Digital Communications
  30. 30. 32 Three principles of being social
  31. 31. 33 #Ukraine 1. Add value
  32. 32. 34 2. Be real
  33. 33. 35 3. Strengthen the network
  34. 34. 36 Some basic tips to get you started: • Use an editorial calendar • Facebook < 3 / Day • Twitter 1++ / Day • P2P Asks Are Key
  35. 35. Mornings: 8 – 9AM Lunch: 12 – 1PM End of Day: 4:30 – 6PM Nights: 9:30 – 11PM Weekends vs. Wednesdays! Active Social Media Times
  36. 36. 38
  37. 37. 39 Thank You! Questions? mhoffman@see3.com www.See3.com (773) 784-7333

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