This communications planning document outlines strategies for reaching target audiences, developing a clear brand and messaging, and implementing communication plans. It discusses determining who to reach through earned media, partnerships and paid advertising. It also covers creating a brand style guide addressing the organization's brand, emotions it evokes, strengths, logo, colors and voice. The document recommends crafting concise, engaging messaging specifying what supporters should do, and evaluating all communications for clarity, focus, engagement and memorability. Plans include defining the current and desired brand, messaging that supports goals, and relationship building with media.

1. COMMUNICATIONS PLANNING

2. Who are we trying to reach?Age

3. Gender

4. Geographic location

5. Education

6. Level of income

7. InterestsHow will we reach them?Earned media

8. Partnerships

9. Paid media

10. Blog ads

11. Google AdWordsBrand and style guideWhat are our communications like?BrandWhat emotions does our organization evoke in people?

12. What are we known for?Style guideLogo

13. Colors

14. Fonts

15. Voice/toneMessagingWhat do we want to say?We want our communications to be:Clear

16. Focused

17. Concise

18. Engaging

19. Unique

20. MemorableWhat do we want our supporters to do?Asking for “help” and “support” is too vagueAre we being specific?

21. Our plans:Brand and style guideDefine what our brand is currently (A) and what we want it to be (B)

22. Create a plan to get from A to B

23. Create a style guide and update all communications to match itOur plans:MessagingDecide what we want to say and what we want our supporters to do

24. Look through all communications to evaluate our messaging for clarity, focus, conciseness, engagement, uniqueness, and memorability

25. Update all communications to match our messagingOur plans:StrategiesRelationship building with media outlets

26. Consistently generate press releases to report on our fundraising events, our stories, and our successes and milestones

27. Write letters to the editor (and blog posts?) in response to relevant newspaper articles or organizational news

28. Decide how we’d like to use partnerships and/or paid media to promote the organization