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Bottom Line Ideas




                      Getting buy-in for your
                        Communications

                              @kevbaughen
                              #charitycomms




© Bottom Line Ideas 2011
A simple, proven process...


1. Understanding and working your audience

2. Building your internal case for support

3. Selling it in

4. Dealing with rejection
1. Understanding your audience




• What does a senior manager look like?
• What are the important characteristics?
• How is a Trustee different?
1. What do they want and need?

To look good...


            Meet
        organisation’s
          objectives


No-brainer            Less stress
 decisions
1. Key Influencers




    • Who do they respect?
    • Who will they listen to?
    • Who’s who in the group?
2. Building your internal case for support
2. Internal case for support

• Loin-tingling summary
• Paint a picture of success
• Include support already garnered
• Where are you now?
• What you want to do
• Focus on the expected outcomes!
• How you’re going to do it
• EVIDENCE
• What you want them to do
3. Selling it in - Preparation

                           Play the game




Meetings

                 Timings
3. Selling it in – Champions!
3. Presenting your case

• Focus on the outcomes - remember the wants
  and needs!
• Talk about what you need to do to get there
• Summarise how you’re going to do it
• Summarise what resources you need to do it
• Outline what you need them to do
• Call on the support of your champion
....
Go and do! (whatever the action is)
4. Dealing with rejection
Not every idea can fly!
                          But before you give up...

                          – Is it your idea?
                          – Is it how you told the story?
                          – Is it you?
                          – Would external help support
                            your idea?
                          – What will be different next
                            time?
Questions?




      Kevin Baughen
Founder, Bottom Line Ideas
      @kevbaughen
kevin@bottomlineideas.com
   Bottomlineideas.com

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Making the case for communications

  • 1. Bottom Line Ideas Getting buy-in for your Communications @kevbaughen #charitycomms © Bottom Line Ideas 2011
  • 2.
  • 3. A simple, proven process... 1. Understanding and working your audience 2. Building your internal case for support 3. Selling it in 4. Dealing with rejection
  • 4. 1. Understanding your audience • What does a senior manager look like? • What are the important characteristics? • How is a Trustee different?
  • 5. 1. What do they want and need? To look good... Meet organisation’s objectives No-brainer Less stress decisions
  • 6. 1. Key Influencers • Who do they respect? • Who will they listen to? • Who’s who in the group?
  • 7. 2. Building your internal case for support
  • 8. 2. Internal case for support • Loin-tingling summary • Paint a picture of success • Include support already garnered • Where are you now? • What you want to do • Focus on the expected outcomes! • How you’re going to do it • EVIDENCE • What you want them to do
  • 9. 3. Selling it in - Preparation Play the game Meetings Timings
  • 10. 3. Selling it in – Champions!
  • 11. 3. Presenting your case • Focus on the outcomes - remember the wants and needs! • Talk about what you need to do to get there • Summarise how you’re going to do it • Summarise what resources you need to do it • Outline what you need them to do • Call on the support of your champion .... Go and do! (whatever the action is)
  • 12. 4. Dealing with rejection Not every idea can fly! But before you give up... – Is it your idea? – Is it how you told the story? – Is it you? – Would external help support your idea? – What will be different next time?
  • 13. Questions? Kevin Baughen Founder, Bottom Line Ideas @kevbaughen kevin@bottomlineideas.com Bottomlineideas.com

Editor's Notes

  1. I’m talking about the high level ideas which underpin great communications to volunteersSarah will share with you some great examples of this best practice being put into action