This is a proposal to be discuss 2017

1. Proposal on ACM’s
Communications Process
American Club of Madrid

2. Goals
Increase
Membership
Find
volunteers
Fundraising

3. Basic
elements of
the proposal
ACM WebSite

5. The Website that ACM needs
 We need a fantastic and useful website,
that gives a professional impression and
raise money.
 We need a site that inspires confidence and
creates interest.
 It should be easy to navigate, easy to use
and as visually appealing as possible.

6. The Website that ACM needs
1
Quality contents:
Spread our goal, inspire
people to donate, recruit
volunteers.
2
Email registration:
To become a member,
to receive the monthly
newsletter.
3
Focus on social
networks:
Facebook, LinkedIn,
Fick, Twitter, meetup,
YouTube
4
Communications team:
Press as a traditional
way of distributing
activities, generating
contents of our own
activities, testimonies
of what we do.
5
Blog:
With monthly activities,
promotions…where
members can write
what we have in
common

7. What we need to do… 1 on the website
 Design a marketing positioning.
This is a fundamental aspect. Look for a feature that differentiates you positively from the
rest and bases all your communication policy, obviously including the web, on this idea.
 Prepare different messages for each type of audience.
Your website will be seen by different audiences: donors, volunteers, journalists,
collaborators, undecided people, companies, partners, etc.
 Do not load the page with too much text.
Nobody reads long paragraphs of text on a screen, prepare PDFs, which are easier to print
and download
 Be grateful and show your charms.
Recognize the efforts of donors, counselors, friends and collaborators. Make them have a
prominent presence on the web. If they have an external page, link to them. The most
important thing in an organization are the people behind it. Introduce your people and show
that you are proud of them and their work. They are your main asset.

8. What we need to do… 2 on the website
 Facilitate the donation process.
Make sure that the link to the donation of funds is always well visible and available in each
and every page of the site. It prepares various plans to fit the possibilities of all donors. Call
to action Every cent is important.
 Get links to your site.
Once you have finished the website, look for links under the stones. For more information on
this and other digital promotion tactics.
 Write a blog.
A blog seems to me the ideal platform to communicate certain aspects of an NGO, which
otherwise have no place on the website, such as, for example, the description of a work trip
with details, anecdotes, on-site actions, event’s contents and photographs. The wording
should be clear and entertaining and should be linked from the main website.
 Design a newsletter.
As the current president’s monthly communications via email with events, the latest news
such as trips, fundraising events or meetings. Create an attractive interface, but with a
simple HTML. Redirects to the web page. Ensure that the frequency of sending is not
excessive; once a month maximum.

9. What we need to do… and 3 outside de website
 Prepare press releases.
Make a list of media (blogs, magazines, TV channels, newspapers, etc.) of contents
more or less related the activity of the ACM. Make a text with the news, add a photo
that is related to the drafted text, and contact the news departments of the media.
The more, the better. Optionally, add a brief description of the organization and its
goals.
 The world is social.
Share with all possible Social media channels. We should use the Facebook page and a
Twitter account. These are free channels that allow you to be in direct contact with
your audience. Participate in the LinkedIn or Xing groups. A second step could be to
open the ACM channel on YouTube and, with the photos, create an album on Picasa or
Flickr. Encourage your acolytes to follow you.
 Without followers there is no paradise.

11. Process
• External publicity
• Social Media
Written
contents of
every activity
• For members
• For Social Media
Take pictures
of every
event
• With photos, videos…
• With text: externally and
Social media
Disclose each
event

12. Process
Description of every event,
news,… anything that the club is
doing
Comments from people on the
events…
Becomes the initial step for the
Social Media

13. PlugsIn
WordPress
Calendar of events
Google Analytics
Google Maps
Events registration