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Communications Strategy:
The GAME Plan

Nonprofit Boot Camp
October 10, 2013
@LBCollab
www.lightboxcollaborative.com
INTENTION
Clarity of goals and the
means to track progress
towards them
ILLUMINATION
Information and
perspective to
inform action
INSPIRATION
Passion and purpose working
together to create momentum
INSIGHT
Alignment of people,
purpose, and resources
preparing you to meet
challenges in a
new way
INTENTION

IMPACT
ILLUMINATION

INSIGHT

INSPIRATION
You need a GAME plan
Goals
Audience
Message
Engagement
GAME plan: Goals
Your intended outcomes should be

•  Strategic
•  Measurable
•  Attainable
•  Relevant
•  Time-bound
Focused outcomes:
the key to strategy
GAME plan: Audience
Decision
Makers

Influentials

Your
Constituents

Donors

Allies

???

GAME plan: Audience
Target Audiences
Who needs to hear
your message?
•  Who must be moved to
action?
•  Who has the power to help?

Be specific
•  “The public” is not an
audience.
Congregants
Clergy
Heads of Regional & State Networks
Key Opinion Leaders
Advisors & Funders
Know Your Audiences

What do they care
about?

What are their obstacles
to engagement?

Who do they trust?
GAME plan: Message
Talk about what people care about
Perception
Trumps Reality
Brevity Trumps Precision
Values Trump Features
Positive Beats Negative
Emotion Trumps Logic
Vibrant Language Trumps Jargon
How foundations garble their message
and lose their audience

bad words for good
Tony Proscio

“We build capacity so
low-income families can
access the vital
infrastructure of the
social safety net
system.”




©2008 letcaliforniaring.org

Messengers
Can Trump
the Message

“Our family tree has just
grown stronger.”
~Aida Lugo, whose granddaughter Lisa was married
this summer to her partner, Melissa.

We have a big family. We just had our annual family reunion–300 people came!
“What?”

“So what?”	
  	
  

“Yeah, but…”

“Now what?”	
  
3 out of 4 U.S.
households aren’t
traditional nuclear
families, but you
wouldn’t know it from
the greeting card aisle.	

We can have Mama’s Day
Our Way – because all
families should have the
rights, recognition and
resources they need to
thrive.	


Traditional notions of who
moms are, what we do
and how we do it don’t fit
for a lot of us.

So send a
Mama’s Day Our
Way e-card.
“What?”

“So what?”	
  	
  

YOUR
TURN

“Now what?”	
  

“Yeah, but…”
GAME plan: Engagement
Earned
Media
Social
Media
Everything
but Media
Goals
Audience
Message
Engagement
What are
your
ideas?
INTENTION

IMPACT
ILLUMINATION

INSIGHT

INSPIRATION
@LBCollab
www.facebook.com/lightboxcollaborative
www.lightboxcollaborative.com

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