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Nonprofit Communication Plan: Oxfam International

Example strategic communication plan for nonprofit Oxfam International.

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Nonprofit Communication Plan: Oxfam International

  1. 1. Oxfam InternationalStrategic Communication Plan Proposal by: LC Communications December 6, 2010Contact:Chi-Chi Millaway, cmillaway@lccomm.comLa’Nita Green, lgreen@lccomm.com
  2. 2. Agenda Oxfam background Crisis analysis Research SWOT Key messages and audiences Objectives and tactics Timeline and evaluation Summary and questions
  3. 3. Oxfam International Vision ◦ To work together internationally to enable people to exercise their rights and manage their own lives Mission ◦ Programs to address the structural causes of poverty and related injustice Values ◦ Right to an identity ◦ Right to be heard ◦ Right to a sustainable livelihood ◦ Right to basic social services ◦ Right to life and security
  4. 4. Oxfam Affiliates Oxfam America Oxfam Australia Oxfam-in-Belgium Oxfam Canada Oxfam France Oxfam Germany Oxfam Great Britain Oxfam Hong Kong Intermon Oxfam Oxfam Ireland Rostro y Voces (Mexico) Oxfam New Zealand Oxfam Novib Oxfam Quebec
  5. 5. Oxfam in Afghanistan
  6. 6. Crisis Analysis“We are deeply committed to improving the lives of other  Security incident Afghans and our thoughts are with their families at this ◦ August 29, 2010 ◦ 3 killed, 2 injured time. We have temporarily suspended operations in Badakhshan and are reviewing all security measures and protocols. Atpresent, Oxfam has no plans to discontinue its work in  Response Afghanistan.” ◦ Statement ◦ Suspend operations
  7. 7. Research: Afghanistan From 2001 – 2010 ◦ Aid >$40 billion ◦ Worst security since Taliban ◦ Less humanitarian funding 2010 ◦ First 6 months  232 contractors vs. 195 soldiers ◦ First 9 months  84 NGO security incidents
  8. 8. Research: Safety  2009  ANSO reports 114+ security incidents in Afghanistan  Murders, abductions and ambushes  2010  Attacks on UN aid workers  Suicide bomber kills 2 UN workers, one NATO member and 5 civilians  October – Linda Norgrove kidnapped and killed  Since 2000  Over 181 aid workers killed  Concerns over aid delivered via “military structures”
  9. 9. Research: Internal  Surveys ◦ Random sample  50 employees + 25 volunteers ◦ Distributed to each Affiliate  Informal interviews and focus groups  Key findings ◦ Drop in commitment ◦ Low morale ◦ “Don’t feel safe”
  10. 10. Challenge Maintain and regain support and trust Ensure most effective safety measures are in place Commit to continuing or resuming operations as soon as possible during crisis
  11. 11. SWOT Strengths Weaknesses -Clearly defined goals and values -Lack of accountability and -Global network of affiliates and consistency throughout Oxfam and supporters Affiliates -Long history of successful programs -Volunteer & employee safety concerns -Competition from other organizations -No crisis plans Opportunities Threats -Establish consistent guidelines for -Operations in potentially dangerous Oxfam and Affiliates environments -Commit to volunteer & employee -Lack of commitment from volunteers safety & employees -Demonstrate a commitment to -Lack of community support Oxfam’s mission
  12. 12. Objectives To empower internal audiences to act on Oxfam’s mission and values To improve morale among internal audiences To build understanding of the organizational culture and processes
  13. 13. Messages & AudiencesMessage 1: Message 2 : Message 3:Oxfam is dedicated Oxfam cares about Oxfam takes itsto addressing the its employees and mission seriouslycauses of poverty volunteers and is and will take everyand injustice committed to their possible step to safety continue or quickly resume operations- Affiliates - Affiliates - Affiliates- Board members - Board members - Board members- Members and supporters - Contributors and donors - Local communities- Partner organizations - General public - Members and supporters- Staff and volunteers - Media - Partner organizations - Members and supporters - Staff and volunteers - Partner organizations - Staff and volunteers
  14. 14. Objective 1: EmpowerUse digital media to Share human Provide a forum toeducate internal interest stories and share feedback whileaudiences on success stories on assignmentOxfam’s mission andvalues -Publish weekly blogs from -Hold town halls and- Improve the website Oxfam Affiliates and meetings in local offices-Post fact sheets, YouTube employees -Create a reporting systemvideos and Flickr pictures -Form an online community for suggestions and-Engage in a dialogue on where affiliates, concernsFacebook employees, volunteers and service beneficiaries can share their stories -Create an internal newsletter that shows how members of the Oxfam team are operating in the spirit of the mission
  15. 15. Objective 2: MoraleMonitor safety Identify the Educate Build anconcerns safety internal Oxfam family concerns of audiences on internal new project audiences sites-Create an -Demonstrate thatinternational safety Oxfam cares byteam identifying “parents”-Create a direct at each site who canreporting structures answer volunteer andfor Affiliates to report -Conduct surveys, -Create educational employee focus groups and videos and participateimmediate safety questions, offer tips informal interviews in role-playing toconcerns and guidelines, etc. -Create an online prepare for cultural-Ask Affiliates to -Create Facebook community (i.e. Ning) differencesidentify safety groups where to share concerns -Identify and shareconcerns on a bi- employees and and ask and answer potential safety risksweekly basis and to volunteers can share questions -Invite localprepare and present site-specific stories community membersreports at the Oxfam and updatesannual meeting or employees from -Publish a monthly that site to speak with newsletter to share new volunteers and news and best employees practices across the organization and its affiliates
  16. 16. Family Structure Oxfam Int. Affiliates “Parents” Safety Team Employees Volunteers
  17. 17. Objective 3: CultureSynchronize Create a special ProactivelyAffiliate operations missions team prepare for crisis responsible for: situations-Develop a handbook ofbest practices and -Developing procedures -Continually monitorstandard operating to resume operations and manage forprocedures -Identifying situations potential risks-Host an annual summit where operations pose -Media training for topto train and educate the a safety risk executivesleaders of Oxfam and -Monitoring when it is -Develop a crisis planits Affiliates safe to resume-Mandate bi-monthly operationsregional operationaltraining sessions forvolunteers andemployees
  18. 18. Crisis planning Standby statement Spokesperson Method to communicate with internal audiences Crisis training Standard procedures and timelines “Oxfam is committed to our team members and the communities in which we serve. It is our goal to provide our associates and volunteers with the proper equipment and training to ensure that they are able to continue to operate in the spirit of Oxfam and its mission and purpose.”
  19. 19. Crisis Timeline
  20. 20. Timeline Crisis trainingRegional Regional Regional Regional Regional Regionaltraining training training training training training Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Create Evaluate/ Evaluate/ Evaluate/ Evaluate/ special get get get get mission feedback feedback feedback feedback team and from from from from inter- internal internal internal internal national audiences audiences audiences audiences safety & local & local & local & local team communit- communit- communit- communit- ies ies ies ies Create online forums, ha Annual Annual ndbook leadership meeting and social summit media sites
  21. 21. Evaluation Oxfam Affiliates -Public opinion polling -Review Affiliate self- -Media monitoring: Share evaluation of voice and favorability -Compare Affiliate -Internal and external evaluation to Oxfam surveys and informal standards and guidelines interviews to measure trust -Grade Affiliates’ work against Oxfam guidelines to measure project success -Focus groups with internal and external audience to measure understanding of Oxfam’s mission
  22. 22. Evaluation (cont.) Internal audiences Safety -Employee and volunteer surveys and feedback to evaluate morale -Number of followers, visitors and comments on -Weekly reports from Facebook, forums and online International safety team – communities success in issues -Favorability and number of management/avoidance comments on employee -Post-crisis surveys, focus blogs groups and media -Feedback and suggestions favorability from town halls
  23. 23. Summary The Oxfam collaboration = success Continued success = internal audience Core value: Right to life and security

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