Moye, Communications, Conservation Trust Funds

1. Communications
Basic Training on Conservation Trust Funds
Cape Town, South Africa March 31 – April 2, 2009

2. A communications strategy needs…
• Pre-requisites for effective fund communications:
strategic plan and fundraising strategy
• Communications plan
• Communications team
– develops/designs corporate image
– designs and produces communications tools
– plans related activities
– coordinates with fundraising staff

3. Communications Plan
• Designed to promote a fund through most
effective communication channels
• Purpose is to build support of and influence
action from the target audience – key fund
stakeholders, including grantees, donors,
Government
• Desired outcomes need to be clearly defined and
understood

4. Testimonials – who is he talking to?
“Working for biodiversity is working for
the diversity of lives, colors, ideas and
beliefs. Nature teaches us that diversity
is always welcome and it places us
before a paradox: without biodiversity,
there is no unit; without diversity, there
is no Life. There cannot be a better
motivation for engaging and serving
nature”.
Partner of Lobo & Ibeas Advogados and
Oscar Graça Couto
member of Funbio’s Board of Directors.

5. Communications
Objectives
•Project an image
•Raise funding
•Develop partnerships
•Increase impact

6. Communications Channels
Products and Mediums Who is audience? How effective is it?
Annual report
Financial report
Brochure
Newsletter
Press releases
News and opinion articles
Grant guidelines
Website
Power point presentations
Videos
Marketing products: hats,
pens, calendars, cards
Events

7. Top ten tips from a non-professional
1. Less is more for publications 7. People will stop reading
2. Ask a native speaker to your document if they
proofread translations have to look up
3. Hire professionals acronyms
4. Electronic media reduce your 8. Busy people only have
fund’s “footprint” time to read a few
pages
5. Use great photos (interesting 9. What you think is “cool”
people, beautiful landscapes, may not be in another
cute or ugly wildlife) and credit country or for another
them properly generation (“twitter”?)
6. Communicate where you want 10. Donors like free gifts as
to go, not always what you are souvenirs of a fund, but
doing not too many

8. juntos por una mejor sociedad
www.accionambiental.org
MINISTERIO DE AMBIENTE
DEPARTAMENTO NACIONAL 8
DE PLANEACION Sociedad civil VIVIENDA Y DESARROLLO
TERRITORIAL

9. Questions?
How important is it to
project a “green image”
when financial
resources are limited?
What communication
materials and media are
most appropriate in
your country? Will they
also work for donors
you want to reach?