Julius Honnor, digital strategist, and Laura Robertson, content strategist, Contentious Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Clear
communications
strategy

2. Julius Honnor: @juliushonnor
Laura Robertson: @laurazoee
Contentious: @contentiousltd
contentious.ltd

3. “There is surely nothing quite
so useless as doing with great
efficiency what should not be
done at all.”
Peter Drucker

4. 1. Small charities, big opportunities
2. Comms strategy, not comms strategy
3. Clear strategy, effective comms

5. Share your experience of
strategic communication.
sli.do #M786

6. 1Small charities,
big opportunities

8. 1. Agility
2. Specialism
3. Pitfall avoidance
4. Outward viewpoint
5. Authenticity
6. Being boutique

9. 2Comms strategy,
not comms strategy

10. Communications = all the
messages and all the content.

11. Strategy = a master plan for how
to get from where you are now
to where you want to be.

12. Communications strategy =
working out how comms can
help you achieve your aims and
then creating, delivering and
managing them in an effective
and sustainable way.

13. Just a document

14. 3Clear strategy, effective
communications

15. 1. Map your landscape
2. Figure out your aims
3. Identify your audiences
4. Work out what people need and want
5. Plan your delivery
6. Measure your success

16. 1. Map the landscape
What’s the state of:
○ your world?
○ your organisation?
○ your communications?

17. 2. Figure out your aims
What’s your mission?
What’s your organisational strategy?
How can communications help?
What are your objectives?

18. Mission statement
says
Organisational
strategy says
Communications
strategy says
SMART objective
says
Spreading ideas.
Celebrating animals,
confronting cruelty.
To connect people
through lending to
alleviate poverty.
An example cascade

19. 3. Identify audiences
Who do you want to talk to?
Doers, amplifiers, influencers.

20. 4. Work out what they want
and need
...which may not be hearing about your
organisation….
Talk; look; test; iterate.

21. As a < type of user >,
I want < some goal >
so that < some reason >.

22. 5. Plan delivery
What needs to happen?
Who do you need?
What channels?

23. 6. Measure success
Indicators of success.
Beyond vanity metrics.
Qualitative as well as quantitative.

24. Stick it all together! Think
about your audience for the
strategy. Cater to them.
Make it readable and visual
and short.

25. Context Aims Objectives
Audiences User needs
Messages Content Channels Tactics
Indicators Tools

26. Checklist
○ Does it reference the organisational strategy?
○ Does it tell a compelling story?
○ Does it include user voices?
○ Is it jargon free?
○ Is it visual?
○ Is it trend-setting not fashion-following?

27. Some small gifts to
take away

28. Content tips
contentious.ltd/subscribe

29. These slides
contentious.ltd/slides/clear-comms-strategy.pdf

30. Further reading (and watching)
What Is Strategy (and Why Should You Care)? Kristina Halvorson:
tinyurl.com/strategy-care
Creating a content strategy at a non-profit, Josh Tong: tinyurl.com/josh-tong-cs
Activists not parrots, Julius Honnor and Laura Robertson:
contentious.ltd/activists-not-parrots
Content in the Zombie Apocalypse, Karen McGrane: tinyurl.com/karen-zombie
Good Strategy, Bad Strategy, Richard Rumelt: tinyurl.com/good-bad-strategy

31. Julius Honnor: @juliushonnor
Laura Robertson: @laurazoee
Contentious: @contentiousltd
contentious.ltd
Thank you. And good luck!

32. 11 July 2018
London
#CCsmallcharity
Small charities
communications
conference

33. Visit the CharityComms
website to view slides from
past events, see what events
we have coming up and to
check out what else we do:
www.charitycomms.org.uk