The Communications Audit: Nonprofit Communications Strategy


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Nonprofits will Learn:
Elements of a 360 communications audit
How to lead the staff and board through the elements of a communications strategy review effectively
Communications strategy components of goal, audience, and message
Effective storytelling techniques to engage audiences around your organization's mission
This session will provide techniques and food for thought for basic and intermediate communicators, fundraisers, and others tasked with reaching out to nonprofit's external and internal audiences.

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The Communications Audit: Nonprofit Communications Strategy

  1. 1. The<br />Communications<br />Audit<br />Gordon Mayer<br />vice president<br />Community Media Workshop<br />at the Kellogg Foundation<br />Sept. 29, 2009<br />Bob Black photo for Community Media Workshop<br />Joebeone from flickr (via Gayle Thorsen) <br />
  2. 2. CMWho?<br />
  3. 3. Why We Communicate<br />Turnout Attendance at an event<br />AwarenessUsually traces back to money<br />AdvocacyBest to engage audience<br />
  4. 4. What Are Our Goals?<br />
  5. 5. Who Are Our Audiences?<br />
  6. 6. What Are Our Messages<br />Got milk? / ¿Tomaleche?<br /><br />
  7. 7.
  8. 8.
  9. 9. ‘Facts <br />Are <br />Meaningless’<br />
  10. 10. WhatStoriesCarryMessagesTo Our Audiences?<br />
  11. 11. Crafting An Elevator SpeechWho We Are, In A Minute Or So<br />Hi! My name is _____ and I work with… <br />You know how… (problem)<br />Well, what we do is…(feature)<br />So that …(benefit)<br />We’re kind of like the…(metaphor)<br />Feature: the physical traits or description of what you do<br />Benefit: a feature translated into a member’s satisfaction. What do the members get because of what you do?<br />Metaphor: a comparison that can be funny or startling; goal is to make your work familiar.<br />
  12. 12. What About These?<br />
  13. 13. Why“Audit?”<br />
  14. 14. Going ‘E’<br />Goal: Raise awareness of services for members-as measured by uptake in services<br />Why an audit? Survey audience (phone and mail-in)<br />Why a consultant? “We thought it would take a lot of time [and] we wanted someone impartial”<br />I refer back to it now when I’m planning new stuff (and making decisions about activities to do next) <br />
  15. 15. Some Ways To Think About Audits<br />
  16. 16. “…evidence-gathering should not be like hide and seek, where everything is hiding and you don’t know what you are looking for. It should be like a scavenger hunt, where you have a list before you start and gather the pieces as you go.<br />Steve Heye<br />
  17. 17. Not this<br />
  18. 18. This<br />Audi Q7 Saint Beast Dashboard by jiazi on fickr<br />
  19. 19. If You Can’t Measure It…<br />
  20. 20. Listening a la Beth<br />
  21. 21.<br />
  22. 22. Listen=AuditsAll the Time<br />
  23. 23. Why Listen Online, If Constituents Aren’t?<br />
  24. 24. What You Hear May Amaze You<br />
  25. 25. When to do a Bigger Audit<br />
  26. 26. Audit Type: People & Perceptions<br />
  27. 27. Surveying<br />
  28. 28. Focus Groups & Interviews<br />
  29. 29. Audit Type:Stuff<br />
  30. 30. Your Voice & Image<br />
  31. 31. Audit Type: Process & Staff<br />
  32. 32. Keeping Track Of Other Stuff<br />Data mining / insights <br />Strategic planning <br />Budgeting and forecasting<br />Measurement and evaluation<br />
  33. 33. Tips For Working With Supervisors<br />1. De-personalize the discussion<br />2. Understand the relationship<br />3. Be a ‘2-way advocate’<br />4. Uncover goals<br />5. Be honest about the effort required<br />6. Plan for the long haul<br />
  34. 34. Consultants?<br />Don’t Try this at home, from mhaithaca, flickr<br />
  35. 35. Need to Know<br />Aggregate:<br /> all apples… and a lot of them<br />1.0, 2.0, 3.0<br />Link<br />Social Network<br />RSS<br />Online   offline<br />Long tail<br /><br />
  36. 36. 1.0, 2.0, 3.0<br />
  37. 37.
  38. 38.
  40. 40. Goals<br />There are no winners or losers to the Social Media Game. This game is intended to help you understand the basic mechanics of the social web as well as strategize online communicating through the Web 2.0.<br />
  41. 41. How it’s played<br />Choose from a set of 30 Social Media Cards divided into 4 categories: Collaboration, Media Content/Networking, Online Broadcast, and Communication Tools. Each card costs a certain amount of credits. <br />Your group will receive an objective card. Discuss, examine, and see how the different types of tools best achieve your objective for about 10 minutes. You have just 12 credits to spend.<br />You will receive a Situation Card that offers an Opportunity (gain credit), a Dilemma (lose credit), or a Wild Card (more credit to choose another Social Media Card or create your own Social Media Card). Re-strategize using the Situation Card. You are given only 10 more minutes.<br />Present your objective, situations and strategy on how to communicate online using social media tools to achieve your goal.<br />
  42. 42. What did you discover?<br />
  43. 43. Communications Plan<br />
  44. 44. Transform, Order, Set Goals<br />
  45. 45. The Plan<br />Where Are We Now (Standing)<br />Where Do We Want to be? (Objectives)<br />How do we get there (Strategy & tactics)<br />How will we know when we get there? (Measurement)<br />
  46. 46. How SMART Is Your Plan?<br />Agenda: Greenbelt - Agenda doodles from thisisbossy @<br />Stopwatch: stopwatch from wwarby @<br />
  47. 47. Communications Golden Rules<br />Goal:Know what you want<br />Audience:Go deep, not broad<br />Message:1 thing you want everyone to know; Simple; Same for all (change words, not message)<br />
  48. 48. Plan 1st – or Audit?<br />Fried Chicken and eggs-t. young from flickr<br />
  49. 49. Circumstances Beyond Our Control<br />
  50. 50. Promotegood habits<br /><br /><br />