1. Mission Critical: Crafting
Your Communications
Strategy Workshop
30 May 2012
#CommsStrategy

2. Evaluating & Adapting
Your Communications
Strategy
Gerry Tissier

3. Your vision
• Where do you want to go to with your communications?
• Get yourself known
• Keep yourself in front of people’s minds
• Make your charity stand out
• Help people understand what you do
• Get people to support you
• Change society
• Which outcomes are most important to you?

4. Your structure
CHANGE & INFLUENCE
SUPPORT & ENGAGEMENT
UNDERSTANDING
AWARENESS

5. Awareness
• You won’t get noticed if you don’t get out and about
• Spend
• Turn up the volume
• Go for profile
• Play it again
• Keep it fresh
• Do it a lot and do it often

6. Understanding
• Portray an image
• Tell a story
• Fashion images and words
• Frame messages
• Build ‘understanding’
• Have a conversation

7. Engagement
• Propensity to support charity
• Comms strands – ads, PR, social media, marketing…
• Donations, contacts, website visits, volunteering,
campaigning…
• Econometric modelling

8. Influence
• Social change - the ultimate goal for many charities
• Influencing governments
• Changing the way people think and behave
• The path - awareness, concern, support, action
• Complex set of factors involved over long periods
• Difficult to measure impact of communications

9. Measuring
Awareness
• Audience surveys
• Spontaneous, front-of-mind awareness
• Prompted awareness
• Total awareness
• Recall of communications
• Setting KPIs for outputs and first-level outcomes

10. Measuring
Understanding
• Perceptions and understanding of your brand
• Character, personality & identity
• Trust, confidence, effectiveness, relevancy….
• Changing the way people think and feel about you
• Precursors to support and engagement
• Off-the-shelf v tailored surveys

11. Measuring
Support
• Counting the number of interactions with your charity
• Donors, callers, visitors, fundraisers, followers and fans
• Response generated from comms and value of response
• Online, digital and social media evaluation
• Correlating comms activities with types of engagement
• Econometric modelling

12. Measuring Change &
Influence
• What outcomes, over what period of time?
• Areas of focus and specific attitudes and behaviours
• From what people think about issues to how they act
• ‘Clunk Click Every Trip’ to Make Poverty History
• Evaluating the impact of campaigns
• Long term impact of communications on long term trends
• Has anyone robustly measured this yet?

13. Adapting your
strategy
• Scorecards, dashboards and reports
• KPI milestones
• Communicate more to maintain or grow awareness,
• Refine your messages to build your brand
• Choose channels to drive support & engagement
• Track audience response to your campaigns
• A communications strategy must hang as one body