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Communications: The New Cornerstone of Nonprofits


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In the world of nonprofits, no organization can rely on a single spokesperson to carry their image. Take, for instance, the varieties of touchpoints that nonprofits can and should be using to reach their audiences.

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Communications: The New Cornerstone of Nonprofits

  1. 1. Communications T H E N E W C O R N E R S T O N E O F N O N P R O F I T S R O S S S A N N E R R o s s S a n n e r . n e t
  2. 2. In the World of Nonprofits W O R K T O G E T H E R No organization can rely on a single spokesperson to carry their image. T H E T O U C H P O I N T S social media traditional press marketing outreach efforts even word of mouth from your volunteers and staff A L L O F T H E S E T A C T I C S A R E P O W E R F U L , W I T H T H E I R O W N V A R I E T Y O F R E A C H , B U T I F D O N E P O O R L Y , C A N C R E A T E A D I S J O I N T E D S E N S E O F A N O N P R O F I T ’ S V A L U E S A N D M I S S I O N .
  3. 3. What's your story? T H E F I G H T A nonprofit may be fighting for an audience with similar or even dissimilar causes, and having a consistent narrative helps establish its mission. M A K E A N I M P A C T A strong narrative provides a vehicle to convey the impact that the organization has made, and the ways that potential donors or volunteers can help. A C O M P E L L I N G S T O R Y C A N L E A D T O I N C R E D I B L E S U C C E S S I N T H E N O N P R O F I T S P H E R E .
  4. 4. Brand Style Guide D E F I N E Y O U R N O N P R O F I T A brand style guide can help define everything from aesthetics to language used in official communications materials Minimize the number of people that have a say in communications guidelines Though feedback should be solicited from the organization at large, opening up the decision making process can make establishing standards far less streamlined.
  5. 5. Make it easy Another consideration for communications, particularly those on the web, is ease of donating or volunteering. Keep it simple Communications platforms should account for these common actions and minimize the ambiguity and steps required to register. Keep donation buttons as omnipresent as possible, and make the process of signing up to volunteer simple and direct. 
  6. 6. To execute a complete overhaul an organization’s communications strategy should begin with research. Collect data from different marketing initiatives and communications channels and get a sense of donation metrics. Not every channel is created equal, and your audience will likely have a preferred method of engagement or communication.
  7. 7. Reach Your Audience K N O W Y O U R M E S S A G E A N D C O N S I D E R E A C H M E T H O D C A R E F U L L Y It’s never quite as simple as demographics, and figuring out a narrative to match an audience is an art in the nonprofit world. So before you start your next fundraiser, consider the methods that you use to reach out to your audience. Like any other business, you’ll need to know the ins and outs of the message you convey—and mastering it can lead to short- and long-term success for your organization.
  8. 8. Thank You! T O R E A D T H E F U L L A R T I C L E , V I S I T R O S S S A N N E R . N E T R O S S S A N N E R