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Developing a
Communications
       Strategy
               #techsense
  Farra Trompeter | Big Duck
          The Foundation Center
                 August 9, 2012



                            bigducknyc.com
bigducknyc.com
bigducknyc.com
#techsense
@farra
@bigduck
@FCWashington




                bigducknyc.com
What we will talk about today
•  Quick introductions
•  How communications helps
•  Ways to get your organization
   communicating consistently
•  Strategic communications planning
•  Resources




                                       bigducknyc.com
Intros…
•    Name
•    Organization
•    Role
•    Describe your approach to communications
     in one word




                                          bigducknyc.com
How can
communications help
your organization?




                      bigducknyc.com
Communications helps
•  Internally – to facilitate the work
  - Who needs and gets what?
  - When do they get it?
•  Externally – to amplify impact
   - How will you engage your community
  - What do you want them to think/do?
  - What does they want from you?



                                          bigducknyc.com
Reasons nonprofits
communicate




                     bigducknyc.com
Communications can help…
•    Provide support/services
•    Increase awareness/visibility
•    Support policy change
•    Help gain support and recognition
•    Increase funding
•    Change behavior or attitudes
•    Recruit volunteers
•    Attract members, clients, donors, etc.
•    Organize community
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Blue slide: be clear about what
you want to say as an
organization, and how you want
to say it.




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Remember to connect
with audiences on
their terms, not yours.




                      bigducknyc.com
So…what’s in a
communications plan?




                   bigducknyc.com
A communications plan
includes:
•    Goals and objectives
•    Target audiences
•    Strategies
•    Tactics to engage the target audiences
•    Roles and responsibilities
•    Work plan
•    Budget
•    Evaluation

                                          bigducknyc.com
Goals and objectives
•  Relationship to mission
•  Conduct research (audit)
  - Materials review
  - Landscape scan of peers
  - Environmental scan (STEEP)
  - Understand perceptions through surveys, interviews,
  focus groups
•  Create SMART objectives


                                                     bigducknyc.com
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Target audiences
Try this exercise:
Audience   Current      Desired      Their   Desired
           Perception   Perception   Needs   Actions




                                                       bigducknyc.com
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User Personas
•    Audience Group
•    Age
•    Gender
•    Ethnicity
•    Location
•    Occupation
•    Education
•    Personal online behavior
•    Motivation and objectives
•    Our objectives
                                 bigducknyc.com
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Strategies
•  What will motivate audiences to do
   the actions (donate, volunteer, visit)
   you want them to take?

Example: Empower donors to share their stories as to
why they support our work




                                                 bigducknyc.com
Tactics
•  What messages and communications
   channels should you use to
   accomplish your strategies?
•  How do these channels reinforce the
   experience of your brand?

Example: Ask and feature donor stories in our monthly
enewsletter and weekly on our Facebook page




                                                  bigducknyc.com
Roles and responsibilities
•  Everyone is a communicator
•  Who oversees and approves?
•  What do you do on staff and where do you
   ask for outside help (volunteers,
   consultants, interns)?
•  How do you train and grow skills?




                                         bigducknyc.com
Work plan
•  Create a steady stream of activities
•  Repurpose when you can
•  Keep each target audience’s needs, wants,
   and perceptions in mind
•  Ensure coordination in timing and impact
•  Develop/refine brand strategy and use
   brand consistently
•  Be clear about who will do what & by when


                                         bigducknyc.com
Budget
•    Staff costs (salary, time)
•    Materials development
•    Printing and postage
•    Software and hardware
•    Technology systems
•    Consulting
•  Travel



                                  bigducknyc.com
Evaluation
•  Measure impact
  - Quantitative and qualitative
  - Benchmark prior to starting
  - Focus groups, interviews, surveys
•  Types of measures:
  - $ raised
  - # of calls or requests
  - # of media hits
  - # of page views, followers, fans
  - # of letters sent, petitions signed, etc.
                                                bigducknyc.com
Evaluation
•  Use data to refine your approach
  - What’s working and what needs to change?
  - Are there new messages, channels, audiences?
  - Who is most engaged? Least? Why?
  - What messages or content are generating
  actions?




                                              bigducknyc.com
Questions?




             bigducknyc.com
Resources
Big Duck
•    www.bigducknyc.com
•    www.bigducknyc.com/blog
•    www.bigducknyc.com/DuckPondE-news
•    www.bigducknyc.com/resources/scorecard




                                              bigducknyc.com
Resources
Templates & Guide
•    http://civicactions.com/blog/2010/mar/23/
     nonprofit_marketing_plan_template
•    http://www.gettingattention.org/downloads/
     nonprofit-marketing-plan-template.html
•    http://www.writeplacedesigns.com/portfolio/
     fcphighperformancecom.pdf




                                                   bigducknyc.com
Contact Farra
  farra@bigducknyc.com
  twitter.com/farra
  linkedin.com/in/farra
  slideshare.net/farra




                          bigducknyc.com
Contact Big Duck
  bigducknyc.com
  bigducknyc.com/blog
  facebook.com/bigduck
  twitter.com/bigduck




                         bigducknyc.com
bigducknyc.com

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Developing a Communications Strategy for Your Nonprofit