Developing An Effective Communication Plan For Your Nonprofit Organization

www.jfmueller.comwww.jfmueller.com 11
Developing an EffectiveDeveloping an Effective
Communication PlanCommunication Plan
for Yourfor Your
Nonprofit OrganizationNonprofit Organization
Joe MuellerJoe Mueller
www.jfmueller.comwww.jfmueller.com
jfmueller@aol.comjfmueller@aol.com

Developing an EffectiveDeveloping an Effective
Communication PlanCommunication Plan
for Your Nonprofit Organizationfor Your Nonprofit Organization
The Fundamentals (3 Ms):The Fundamentals (3 Ms):
 FundraisingFundraising ((MMoney)oney)
 Clients/ProgramsClients/Programs ((MMembership)embership)
 VolunteersVolunteers ((MManpower)anpower)

Developing an Effective CommunicationDeveloping an Effective Communication
PlanPlan
Know Your OrganizationKnow Your Organization
• What is the mission?What is the mission?
• What are the expectations?What are the expectations?
• What are the goals?What are the goals?

PlanPlan
 Evaluate The Organization’s CommunicationsEvaluate The Organization’s Communications
• Talk with stakeholdersTalk with stakeholders
• Perform a communications auditPerform a communications audit
• Conduct a SWOT analysisConduct a SWOT analysis

PlanPlan
 Develop an IMC CommitteeDevelop an IMC Committee
(Integrated Marketing Communications)(Integrated Marketing Communications)
• Communications Staff Need to become ‘ExecutiveCommunications Staff Need to become ‘Executive
Producers, Editors’Producers, Editors’
• Become… ‘a jack of all trades and a master of none’Become… ‘a jack of all trades and a master of none’

PlanPlan
 IMC Committees Increase:IMC Committees Increase:
• EfficiencyEfficiency
• ActivityActivity
• KnowledgeKnowledge
• Distribution of workDistribution of work

PlanPlan
 Functions of an IMC Committee:Functions of an IMC Committee:
• Develop, implement and evaluate the planDevelop, implement and evaluate the plan
• Identify, communicate trendsIdentify, communicate trends
• Communicate to audiencesCommunicate to audiences

PlanPlan
 Functions of an IMC Committee (Continued):Functions of an IMC Committee (Continued):
• Support delivery of organization’s programSupport delivery of organization’s program
• Promote positive public relationsPromote positive public relations
• Promote new programs, projectsPromote new programs, projects

PlanPlan
 Functions of an IMC Committee (Continued):Functions of an IMC Committee (Continued):
• Ensure creation of consistent messagesEnsure creation of consistent messages
• Produce content (publications, video, audio)Produce content (publications, video, audio)
• Conduct, analyze and utilize researchConduct, analyze and utilize research

PlanPlan
 Where to look for IMC Committee members:Where to look for IMC Committee members:
• Local college, university marketing/businessLocal college, university marketing/business
departmentsdepartments
• Ad agencies, PR firmsAd agencies, PR firms
• Radio, television stationsRadio, television stations
• AMA (American Marketing Assoc.), PRSA (PublicAMA (American Marketing Assoc.), PRSA (Public
Relations Society of AmericaRelations Society of America

PlanPlan
 Where to look for IMC Committee membersWhere to look for IMC Committee members
(Continued):(Continued):
• Billboard companiesBillboard companies
• Corporate marketing, advertising, graphic designCorporate marketing, advertising, graphic design
companiescompanies
• Freelance writers, designers, photographersFreelance writers, designers, photographers
• Newspapers, magazines, other print mediaNewspapers, magazines, other print media

PlanPlan
 Where to look for IMC Committee membersWhere to look for IMC Committee members
(Continued):(Continued):
• Companies with large advertising presenceCompanies with large advertising presence
• School district communications, public relationsSchool district communications, public relations
coordinatorscoordinators

John,John,
CEO ofCEO of
WOMWOM
P.R.P.R.
Cindy, Owner of Web SolutionsCindy, Owner of Web Solutions
Tim, Production Mgr. KWMU-TVTim, Production Mgr. KWMU-TV
Ella, VP of Rather MarketingElla, VP of Rather Marketing
Greg, Freelance Graphic DesignGreg, Freelance Graphic Design

PlanPlan
 Communications Audit:Communications Audit:
• What is the organization’s mission?What is the organization’s mission?
• Who are your target audiences?Who are your target audiences?
• How do your audiences perceive your organization?How do your audiences perceive your organization?
• What are your strengths?What are your strengths?

PlanPlan
 Communications Audit (Continued):Communications Audit (Continued):
• What is the most common and most significantWhat is the most common and most significant
complaint your organization receives?complaint your organization receives?
• Where are your opportunities?Where are your opportunities?
• What is threatening your organization?What is threatening your organization?

PlanPlan
 Communications Audit (Continued):Communications Audit (Continued):
• What kind of customer service do you provide?What kind of customer service do you provide?
• How well does your organization communicate withHow well does your organization communicate with
internal audiences?internal audiences?
• External audiences?External audiences?

FundraisingFundraising MembershipMembership ProgramsPrograms RecruitmentRecruitment

ObjectivesObjectives
Increase individualIncrease individual
donationsdonations
Increase clientsIncrease clients
Improve Awareness OfImprove Awareness Of
Prevention ProgramsPrevention Programs
Assist upcoming capitalAssist upcoming capital
campaign for newcampaign for new
facilityfacility
Increase participation inIncrease participation in
volunteer trainingvolunteer training
Establish awareness ofEstablish awareness of
endowment fundendowment fund

Increase participation inIncrease participation in
volunteer trainingvolunteer training
Increase individual donationsIncrease individual donations
Increase client servicesIncrease client services
PodcastPodcast
BrochureBrochure
VideoVideo
MediaMedia
CampaignCampaign
BrochureBrochure
VideoVideo
MediaMedia
CampaignCampaign
DirectDirect
MailMail
DirectDirect
MailMail

PlanPlan
 Planning, Writing THE PLANPlanning, Writing THE PLAN
• Six elements:Six elements:
1.1. Executive SummaryExecutive Summary
2.2. Situation AnalysisSituation Analysis
3.3. Marketing StrategyMarketing Strategy
4.4. Marketing ObjectivesMarketing Objectives
5.5. Action Plan and ImplementationAction Plan and Implementation
6.6. EvaluationEvaluation

PlanPlan
 Executive SummaryExecutive Summary
• Brief review of entire marketing/communications planBrief review of entire marketing/communications plan
• Includes background information on organizationIncludes background information on organization
• Best to writeBest to write lastlast and after details are finalizedand after details are finalized

PlanPlan
 Situation AnalysisSituation Analysis
• Target marketTarget market
• DemographicsDemographics
• Competitors, landscapeCompetitors, landscape
• Sets stage for strategies and objectivesSets stage for strategies and objectives

PlanPlan
 Marketing ObjectiveMarketing Objective
• Overall goal of what organization wants to accomplishOverall goal of what organization wants to accomplish
• Overarching goalOverarching goal
• What are we striving to be?What are we striving to be?
• SAMPLE OBJECTIVE: To become the one-stop sourceSAMPLE OBJECTIVE: To become the one-stop source
for all family health, fitness and recreationfor all family health, fitness and recreation
opportunities.opportunities.

PlanPlan
 Marketing StrategiesMarketing Strategies
• What conditions must exist to achieve organizationalWhat conditions must exist to achieve organizational
goal?goal?
• SAMPLE STRATEGY: Five impressions on parentsSAMPLE STRATEGY: Five impressions on parents
between New Year’s Eve and March 1 with message onbetween New Year’s Eve and March 1 with message on
becoming members.becoming members.

PlanPlan
 TacticsTactics
• How will you achieve strategies?How will you achieve strategies?
• Detailed activitiesDetailed activities
• What, how will you execute tactics?What, how will you execute tactics?

PlanPlan
 Requirements For Effective TacticsRequirements For Effective Tactics
• Do we have the budget?Do we have the budget?
• Can we meet schedule, time commitments?Can we meet schedule, time commitments?
• Do we have all available resources to be successful?Do we have all available resources to be successful?
• Will this tactic meet our needs?Will this tactic meet our needs?

PlanPlan
 SAMPLE TACTICS:SAMPLE TACTICS:
• Media release twice per month that features fitnessMedia release twice per month that features fitness
success storysuccess story
• Print, Facebook ads on discounted membership feePrint, Facebook ads on discounted membership fee
• Billboards positioned within 5 miles of facilityBillboards positioned within 5 miles of facility
• Direct-mail postcard delivered on Dec. 31 thatDirect-mail postcard delivered on Dec. 31 that
outlines discounted membership feeoutlines discounted membership fee

PlanPlan
 Implementation:Implementation:
• Confirm, track costsConfirm, track costs
• Clarify responsibilitiesClarify responsibilities
• Establish schedule, meet deadlinesEstablish schedule, meet deadlines

PlanPlan
 Evaluation:Evaluation:
• Review the measurable element for each goalReview the measurable element for each goal
• Use inexpensive online research tools (Survey Monkey,Use inexpensive online research tools (Survey Monkey,
Zoomerang)Zoomerang)
• Seek feedback from stakeholdersSeek feedback from stakeholders

PlanPlan
 Celebrate SuccessCelebrate Success
• Share results with staff, volunteers, boardShare results with staff, volunteers, board
• Earn, maintain ‘seat at the table’Earn, maintain ‘seat at the table’
 Rewrite, Refine PlanRewrite, Refine Plan
• Utilize feedback from evaluationUtilize feedback from evaluation
• Be more creative, innovativeBe more creative, innovative
• Recruit more talent, resourcesRecruit more talent, resources

PlanPlan
The Plan is the SKELETON…The Plan is the SKELETON…
……but your communications must touchbut your communications must touch
the HEART…the HEART…

PlanPlan
Be a GOOD STORYTELLERBe a GOOD STORYTELLER
GOOD WRITING isGOOD WRITING is EVERYTHING!EVERYTHING!

PlanPlan
 Rockwood School District ComprehensiveRockwood School District Comprehensive
Communications Plan:Communications Plan:
http://tinyurl.com/UMSL-NPML-1http://tinyurl.com/UMSL-NPML-1
 Boy Scouts of America’s Developing A LocalBoy Scouts of America’s Developing A Local
Council Marketing Committee:Council Marketing Committee:

PlanPlan
 Boy Scouts of America’s Developing A Local CouncilBoy Scouts of America’s Developing A Local Council
Marketing Plan: http://tinyurl.com/UMSL-NPML-3Marketing Plan: http://tinyurl.com/UMSL-NPML-3
 BSA Marketing Plan Appendix:BSA Marketing Plan Appendix:

PlanPlan
 Blogs You Must Read:Blogs You Must Read:
• www.chrisbrogan.comwww.chrisbrogan.com
• www.bethkanter.orgwww.bethkanter.org
 Podcasts You Must Listen To:Podcasts You Must Listen To:
• www.marketingovercoffee.comwww.marketingovercoffee.com
• www.providentpartners.netwww.providentpartners.net
• www.forimmediaterelease.bizwww.forimmediaterelease.biz

PlanPlan
 The Best All-Around Source On Social Media:The Best All-Around Source On Social Media:
• http://social-media-university-http://social-media-university-
global.org (SMUG)global.org (SMUG)

PlanPlan
 Joe’s Bookshelf:Joe’s Bookshelf:
• Tactical TransparencyTactical Transparency (How leaders can leverage social media(How leaders can leverage social media
to maximize value and build their grandto maximize value and build their grand
by Shel Holtz & John C. Havensby Shel Holtz & John C. Havens
• The New Rules of Marketing & PRThe New Rules of Marketing & PR (How to use new releases,(How to use new releases,
blogs, podcasting, viral marketing and online media to reachblogs, podcasting, viral marketing and online media to reach
buyers directly)buyers directly)
by David Meerman Scottby David Meerman Scott
• Six Pixels of SeparationSix Pixels of Separation (Everyone is connected; connect(Everyone is connected; connect
everyone to your business.)everyone to your business.)
by Mitch Joelby Mitch Joel

PlanPlan
 Joe’s Bookshelf (Continued):Joe’s Bookshelf (Continued):
• Marketing For DummiesMarketing For Dummies
by Alexander Hiamby Alexander Hiam
• Trust AgentsTrust Agents (Using the web to build influence,(Using the web to build influence,
improve reputation, and earn trust.)improve reputation, and earn trust.)
by Chris Brogan & Julien Smithby Chris Brogan & Julien Smith
• Good To Great and the Social SectorsGood To Great and the Social Sectors (Why business(Why business
thinking is not the answer.)thinking is not the answer.)
by Jim Collinsby Jim Collins

PlanPlan
 Joe’s Continuing Education:Joe’s Continuing Education:
• Community Service Public Relations CouncilCommunity Service Public Relations Council
(www.csprc.org)(www.csprc.org)
Lunch meetings, second Tuesday of the monthLunch meetings, second Tuesday of the month
Sheraton in ClaytonSheraton in Clayton
CSPRC’s Spectrum ConferenceCSPRC’s Spectrum Conference
May 10, 2011, Holiday Inn SouthwestMay 10, 2011, Holiday Inn Southwest
Full day of sessions to help nonprofit communicatorsFull day of sessions to help nonprofit communicators
be more successful.be more successful.

PlanPlan
 Joe Mueller,Joe Mueller,
Director of Public RelationsDirector of Public Relations
Greater St. Louis Area Council,Greater St. Louis Area Council,
Boy Scouts of America (www.stlbsa.org)Boy Scouts of America (www.stlbsa.org)
• LinkedIn: www.linkedin.com/in/jfmuellerLinkedIn: www.linkedin.com/in/jfmueller
• Blog: www.jfmueller.comBlog: www.jfmueller.com
• E-mail: jfmueller@aol.comE-mail: jfmueller@aol.com
• Twitter: @jfmuellerTwitter: @jfmueller
• Facebook: www.facebook.com/jfmuellerFacebook: www.facebook.com/jfmueller

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