NTEN 2010 25 ways to increase communications


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25 Ways to Increase Your Organization's Communication Capacity: Accomplishing More without More Staff

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  • 04/08/10
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  • 04/08/10 Engagement: # of people following us # of people attending events # of responses to postings Donations: # people on list Avg Donation # Indv Fundraising # Responses
  • 04/08/10 You might have several personas for each constituent type, Have fun and name them!!
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  • 04/08/10 Have mission statement, elevator pitch what, differentiates you, features & benefits, this is what we do for your kind of people (stakeholders) Primary & secondary statement. Is everyone on the same page?
  • 04/08/10 How many people have a Google account? Show of hands Key words are important for SEO and SEM Your site needs to look nice, be informative and HELP YOU GET FOUND Think of your site as a series of landing pages – consider key word optimization for each one of these Use Adwords (the Keyword Tool) to show you what people are searching – doesn’t need to be associated with your charity, just go out and get one. Google webmaster tools (which does need to be associated with your website) will show you how Google ‘sees’ your site.
  • 04/08/10 Listening underscores the point that of the web moving from broadcast platform to conversation medium Those of you who have blogs and take comments know the value of the two way conversation Some ideas for listening: Listen on twitter  respond quickly to people who mention or DM you Survey Monkey Live Chat Google Alerts
  • 04/08/10 Ted Heart statement: relentlessly build your email database Individuals for who you have an email are more frequent and bigger donors. There is nothing ‘magic’ about supporters with email addresses or facebook accounts. They aren’t necessarily ‘better’ donors. With email/social connections you can touch them more regularly. They feel more connected aware and involved. So they will be more likely to give when the time is right. Invest the time upfront to make these connections - On your site, on business cards, email footers. Same way you promote your website.
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  • 04/08/10 Who would have thought that coming up with 140 characters would be so hard It’s not the 140 characters, it’s being interesting, engaging, relevant, etc Don’t clump your tweets, Mid-day EST is when your tweets are most likely to be retweeted If you don’t think about it and plan, days can pass tweetless Define what you want kind of stuff to tweet
  • 04/08/10 Decide what frequency works, then commit to it Communications list for the next 30,60, 90 days Helps you plan it in to your schedule Blog posts, tweets, webinars, appeals, etc Don’t over commit, establish the structure, assign responsibility, manage the activity by week Especially important with new types of communication
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  • 04/08/10 Easy to skin Engage readers Use Key words Bullets and lists Bite > snack >meal
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  • 04/08/10 Talking points: Email Announcements: Does your subject line entice readers to open? Are you making the most of the preview pane? Is your email easy on the eyes? Does the message come through, even if the images don’t? Does this email have a personal touch? Are you being CAN-SPAM compliant?
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  • 04/08/10 Some people are natural bloggers. Content seems to ooze out. It’s effortless and quality. Then there is the rest of us. We may like it but it takes time and effort. Even if it is natural, there are so many things competing for our time. Guest blogging let’s you involve others in the creation of blog content.
  • 04/08/10 Digital natives get social media communications in a way that Gen Xers and Boomers probably don’t. They know nothing else. It’s the only way they have every communicated. It’s just the way Comms works. This isn’t to say that Traditional comms aren’t important but Digital natives will be less likely to let the tools get in the way. It’s the difference between tweeting and really using the tools effectively to communicate & engage. They seem to get it and enjoy it and are often really good at it. They develop relationships online.
  • 04/08/10 Low cost, sometimes even free. Where to find them: Craigs List (especially if you market it as Communications and cite the cause), use twitter or post to your FB fan page. Look for interns who once they are give the direction and context, are self starters, low maintenance and will require less management hours. You need to be prepared, some investment in planning, setting expectations, the letting them go.
  • 04/08/10 Blog talk radio, Podcasts
  • 04/08/10 80% of funds will be found by 20% of the people Identify them early Treat them differently
  • 04/08/10 See what works and learn what doesn’t. Test a lot, cut the things that don’t
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  • NTEN 2010 25 ways to increase communications

    1. 1. 25 Ways to Increase Your Organization's Communication Capacity Without Hiring New Staff Tirza Hollenhorst ifPeople @tirzalyn [email_address] Mark Sutton Artez Interactive @marksutton [email_address] Join the conversation: #10NTC.25W
    2. 2. Why Does it Matter <ul><li>Tight budgets = No new staff </li></ul><ul><li>> need to communicate across > channels </li></ul><ul><li>Stakeholder expectations of interactivity are Up </li></ul><ul><li>More noise to cut through </li></ul>
    3. 3. Agenda <ul><li>Communications Strategy </li></ul><ul><li>Process – Scale it </li></ul><ul><li>Who’s Involved? </li></ul>
    4. 4. Strategy ( a really, really good one)
    5. 5. 1. Define Your Goals <ul><li>Where are you going? </li></ul><ul><li>How will you measure if you are heading in the right direction? </li></ul>
    6. 6. Keep track of goals with quantitative data… Comments New names added to email file Increased donations Voting participants Influential Friends Content of keywords Increased webpage hits Influential blogs linked to you
    7. 7. Define Your Goals <ul><li>Increase Engagement </li></ul><ul><li>Acquire New Supporters </li></ul><ul><li>Build Relationships </li></ul><ul><li>Increase Donations </li></ul>
    8. 8. Personas are… <ul><li>Descriptions of individuals that represent your target </li></ul><ul><li>They’re not real people </li></ul><ul><li>Just archetypes that represent real people. </li></ul>2. Define Your Audience
    9. 9. 3. Go Where Your Audience Is <ul><li>Speak their language </li></ul><ul><li>Address their aspirations </li></ul><ul><li>Meet their needs </li></ul><ul><li>Go to their communities </li></ul><ul><li>Test </li></ul><ul><li>Test </li></ul><ul><li>Test </li></ul>
    10. 10. Our staff knows fashion. We sell things you can’t find anywhere else. We want to target young women. http://dcgoodwillfashions.blogspot.com/ http://www.fashionofgoodwill.org/
    11. 11. 4. Clarify your Key Messages <ul><li>Starts with the mission </li></ul><ul><li>Defines your ‘elevator’ pitch </li></ul><ul><li>The context for all communications </li></ul><ul><li>Differentiators </li></ul><ul><li>Directed to stakeholders </li></ul>
    12. 12. 5. Research Your Keywords <ul><li>Your site has two audiences….People & Robots </li></ul>
    13. 13. 6. Listen Broadcast Platform Conversation Medium
    14. 14. 7. Build Your Social Database “ Relentlessly Build Your Email Database” –Ted Hart
    15. 15. Process Automation
    16. 16. 8. Stop Entering Data
    17. 17. Stop Entering Data <ul><li>Plone > Saleforce </li></ul><ul><li>Staff never touches data </li></ul><ul><li>Custom reporting </li></ul><ul><li>Automatic response </li></ul>
    18. 18. 9. Use an RSS Reader Consume more Data More Efficiently
    19. 19. 10. Cross Post Most social media tools have a widgets or features that allow you to bring content in or push it out!
    20. 20. 11. Schedule Tweets <ul><li>What to Schedule? </li></ul><ul><li>Schedule calendar events </li></ul><ul><li>Non-time sensitive ideas </li></ul><ul><li>Links to partners or affiliates </li></ul><ul><li>Schedule Re-Tweets </li></ul>
    21. 21. 12. Communications Calendar <ul><li>Key for new forms of communication </li></ul><ul><li>Decide what you can do, don’t over commit </li></ul><ul><li>Establish the structure & responsibility </li></ul><ul><li>Get in a Rhythm </li></ul>
    22. 22. Make Communications Part of Everyone’s Job
    23. 23. 13. Create and Use Templates <ul><li>Easier to Begin </li></ul><ul><li>Most communications have replicable format Informal </li></ul><ul><li>Consistency </li></ul><ul><li>Saves Time </li></ul>
    24. 24. 14. Create a Central Info Bank <ul><li>Central repository of: </li></ul><ul><ul><li>Success stories </li></ul></ul><ul><ul><li>About us paragraphs </li></ul></ul><ul><ul><li>Quotes </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Recent statistics </li></ul></ul>
    25. 25. 15. Teach Writing for the Web <ul><li>Conversational </li></ul><ul><li>Direct </li></ul><ul><li>Informal </li></ul><ul><li>Skimmable </li></ul>Essay style college writing does not work on the web. So, what works?
    26. 26. 16. Be Deliberate About what tools you use
    27. 27. 17. Get More People Participating <ul><li>Delegate Ownership </li></ul><ul><li>Incorporate routine communications into your process </li></ul><ul><li>Train, document, train </li></ul>
    28. 28. 18. Use Checklists <ul><li>Press releases should not go out without your URL – ever! </li></ul><ul><li>Clarify standards </li></ul><ul><li>Document process </li></ul><ul><li>Enforce quality </li></ul><ul><li>Get new staff up to speed </li></ul>
    29. 29. Example Checklist <ul><li>Email Announcements: </li></ul><ul><li>Does your subject line entice readers to open? </li></ul><ul><li>Are you making the most of the preview pane? </li></ul><ul><li>Is your email easy on the eyes? </li></ul><ul><li>Does the message come through, even if the images don’t? </li></ul><ul><li>Does this email have a personal touch? </li></ul><ul><li>Are you being CAN-SPAM compliant? </li></ul>
    30. 30. 19. Identify Guest Bloggers <ul><li>Spread the Work & Expand Perspectives </li></ul><ul><li>Program Staff </li></ul><ul><li>Board members </li></ul><ul><li>Practitioners Volunteers </li></ul><ul><li>Experts (doctors, etc) </li></ul><ul><li>Partners </li></ul>
    31. 31. 20. ‘Digital Natives’ on Staff <ul><li>Social media, digital comms is not ‘new’ </li></ul><ul><li>Not about the tools, it’s about the connections </li></ul><ul><li>Natural ‘conversation’ and relationships more likely than broadcasting </li></ul><ul><li>possibly ‘edgy’ </li></ul>
    32. 32. 21. Interns, Interns, Interns <ul><li>Take the grunt work off your plate. </li></ul><ul><li>Offer an opportunity to learn (and learn from them!) </li></ul><ul><li>Not fixed overhead (seasonal/project based) </li></ul><ul><li>Management & recruitment time a consideration </li></ul>
    33. 33. 22. Expand beyond Text <ul><li>“ A Picture is worth 1000 Words…” </li></ul><ul><li>Easy & Powerful </li></ul><ul><li>Fast & Inexpensive </li></ul><ul><li>Not every piece of content has to be a viral juggernaut </li></ul><ul><li>Repurpose content </li></ul><ul><ul><li>Events, Galas, Etc </li></ul></ul>
    34. 34. 23. Supporters as Fundraisers <ul><li>Supporters as fundraisers </li></ul><ul><li>Supporters as content generators </li></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Blog posts </li></ul></ul><ul><ul><li>Tweets </li></ul></ul>
    35. 35. 24. Test, measure and adjust. <ul><li>Try new things, not all will work </li></ul><ul><li>Define success and measure </li></ul><ul><li>Cut the things the aren’t working </li></ul>Test, measure and adjust. Test, measure and adjust. Figure out the right formula for your organization
    36. 36. 25. Have Fun & Be Creative
    37. 37. Thank you! Mark Sutton President, Artez US [email_address] Twitter: @marksutton www.artez.com www.artez.com Tirza Hollenhorst IfPeople [email_address] Twitter: @tirzalyn www.ifpeople.net
    38. 38. Evaluation Code: 244 How Was this Session? Call In Text Online Call 404.939.4909 Enter Code 244 Text 244 to 69866 Visit nten.org/ntc-eval Enter Code 244 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration!