Slide deck from 12/15/11 presentation of "Choosing the Right Communications Mix" by Andrea Berry of Idealware.

1. Choosing the Right Communications Mix
December 2011

2. Introductions
Andrea Berry
Director of Partnerships
and Learning
Idealware
And on the chat…
Laura Quinn

3. www.idealware.org

4. Resources and Services From Idealware
Online seminars
The Field Guide and courses
to Software for Commissioned
Nonprofits articles and reports
Close to 200 existing
Consulting to In-person training
free articles and reports
networks
Idealware is a 501(c)3 nonprofit!

6. Your Communications
Strategy

7. Offline Communications Methods

8. Online Communications Methods

9. One method does not replace another…

10. …use methods together to optimize impact!
March
eNews Consider how your
communications
New star will look to your
direct
mail hits constituents as a
New star package…
email
appeal
New star New star
appeal phone
follow-up calls

11. It’s Important to Use Multiple Channels
The strength of your
communications will be
elevated when you use
multiple channels to
work together towards
your goals.

12. It’s Critical to Define Your Goals
You can’t effectively define a mix without specific goals for
specific marketing campaigns

13. Key Considerations

14. Timing

15. Tone vs. Impact

16. How Much Will It Cost?

17. Integrating Look and Feel
Facebook
Emails
Blog

18. Integrating Messaging
Text should be related – but not identical
Blog
Ad

19. Coordinating Communications
Don’t just send the same message through every medium.
Think through Tailor the
Define the goal the audience for message
each venue
What are you trying Why are they there? What will best
to accomplish? What will resonate? achieve your goals?

20. Comparing the Mix for
Different Goals

21. A Potential Mix: Fundraising
Fundraising

22. A Potential Mix: Promoting an Event
Event Promotion

23. A Potential Mix: Reaching New Supporters
Reaching New
Supporters

24. A Potential Mix: Engaging Current Supporters
Engaging
Current
Supporters

25. How Do They Work
Together?

26. Within Your Mix Channels Have Different Jobs
Jobs
• Content Generation
• Promoting Resources
• Publicizing the Resources of Others
• Getting Community Input
Each channel may have multiple jobs.

27. Consider How Your Channels Work Together
Directionality:
Which way do the communication
channels feed?
Core vs. Peripheral:
Is the channel central to the
initiative or a peripheral element?

28. A Fundraising Appeal

29. Promoting an Event

30. Reaching New Supporters

31. Engaging Current Supporters

32. Case Studies

33. The United Way of Western Connecticut
www.take5togive5.org
Fundraising campaign by
The United Way of
Western Connecticut
Aim: to raise
supplementary funds for
partner organizations
during financial crisis

34. Take 5 to Give 5: Website

35. Take 5 to Give 5: Emails

36. Take 5 to Give 5: Friend-to-Friend Fundraising

37. Take 5 to Give 5: Facebook

38. United Way of W. CT: Fundraising

39. Think Outside the Bottle
www.thinkoutsidethebottle.org
Advocacy campaign by Corporate
Accountability International
Aim: to encourage people to stop using bottled
water in favor of reusable bottles

40. Think Outside the Bottle: Website

41. Think Outside the Bottle: Emails

42. Think Outside the Bottle: Facebook

43. Think Outside the Bottle: Online Promotion

44. Think Outside the Bottle: Pledge

45. Think Outside the Bottle: Advocacy

46. Upcoming Idealware Seminars
1/5: Tactical Technology Planning
1/12: Social Media for Executive Directors
1/19: How To Know What People Think About You
1/26: Choosing a Low Cost Donor Management System
More at www.idealware.org/online-training

47. Have More Questions?
Ask Idealware…
On Twitter: @idealware
On Facebook: /idealware