The document summarizes the journey of Missouri KidsFirst in developing their public relations and communications strategies over time. It outlines a 5 step process for other child advocacy centers to plan and build their communications capacities, including: 1) assessing their current situation, 2) defining goals and objectives, 3) developing a strategic plan and budget, 4) determining appropriate communications tactics, and 5) establishing measurements and refining their approach based on results. The presentation provides advice on conducting research, branding, messaging, storytelling, budgeting, collaborations, and evaluating outcomes.

1. Public Relations and Communications: A Child Advocacy Center’s Journey to Capacity Building Presented By Rebecca Gordon, CFRE Missouri KidsFirst

3. Planning your Journey – 5 Steps to public relations and communications success.

4. Your plan is your spine – not your shoes!!

6. In 2004, Missouri’s Child Advocacy Centers received a 3 year grant from Missouri Foundation for Health to develop a statewide advocacy center system.

9. Now What Do We Do???The Clock is Ticking…..

11. Your Communications Road Trip

12. Step 1: Where are you now? In In order to know where your organization should go, you need to know where you are right now.

13. Sacred Cows You Must Do Your Research!!

14. Research is one of the most important and valuable steps in the development of any communications initiative. Nonprofits shy away from conducting research out of concern that it will be two costly and/or complicated, but it doesn’t have to be!

16. Gather a dozen of your most important constituents for an informal focus group (coffee at our place anyone?)

18. Develop the questionnaire.

19. Conduct the survey.

21. The indispensable first step to getting the things you want out of life is this: DECIDE what you want!!! author and comedian Ben Stein

22. I don’t know the key to success, but the KEY to failure is trying to please everybody!!! comedian Bill Cosby

23. Targeting your audience!!! Cops, Law and Order, JAG Late Show, Judge Judy, Ellen DeGeneres 2004 Presidential Election

24. Branding Your Organization is Essential A brand is a living ENTITY, and it is enriched or undermined cumulatively over time, the product of a thousand small gestures. Michael Eisner Disney CEO

25. Identity

26. Message Development More than 60% of nonprofits do not rely on an agreed upon series of key messages.

30. Build your brand.

31. Your Organizational identity is a key component of your brand. Develop is strategically and protect it vigorously.

32. Frame your messages to ensure relevance to your audiences and make sure your message are memorable.

34. 71% of you described your communications budget as “no budget”

35. Lessons From the Corporate Sector Corporations typically devote a significant percentage of their overall budget to marketing and communications. Why? Because it pays to do so. The nonprofit world is timid about funding communications. But investing in communications can have a powerful impact on the bottom line, from expanding your nonprofit’s donor base to developing goodwill and name recognition.

36. Build a budget for communications. Maybe you won’t get 5% of your organization’s total budget, but organizations need to start budgeting for communications the same way they include payroll and rent. Start small and build on your success.

38. Find Corporate partners

40. Prohibit design, or crafting of communications projects, by committee. Protect the creative process and put clear limits on the review and approval process.

42. Hiring help: staff or consultant?

43. Collaborating Cause-related marketing www.slideshare.net/rgordongor6

45. Advocacy

46. Capital campaigns

47. Direct mail

48. Donor cultivation and grant writing

49. Electronic media

50. Events

51. Guerilla marketing

52. Marketing materials

53. Media relations

55. Establish clearly defined goals

56. Segment your audience

57. Test along the way

58. Be creative in what and how you measure