The document discusses communications strategies for non-profits on a limited budget. It introduces the Taproot Foundation, which helps non-profits engage business professionals through pro bono services. Common communication needs for non-profits include developing key messages, branding, websites, and materials to recruit volunteers, expand client bases, and diversify funding. The document outlines Taproot's process for creating an effective communications strategy, which involves defining audiences, gathering internal/external data, analyzing strengths and weaknesses, developing a unique message and brand, and documenting the strategy.

1. Communications on a Shoestring Budget
Messaging and Branding Basics
do it pro bono.

2. About Taproot Foundation
Our Mission:
• The Taproot Foundation strengthens nonprofits by engaging business
professionals in service.
Our Vision:
• The Peace Corps for the Business Community:
Harnessing human capital to improve the human condition.
Our Impact:
• NPO sector is well-positioned to address, and even solve, some of the most
pressing environmental, economic, and social issues we face today.
• Replicable, relevant and scalable framework for building strategic alliances
between the business, nonprofit and government sectors.
• 695 Service Grants awarded nationwide at a value of over $27 million
Our Clients:
– Strong programs, leadership & governance structure
– Multiple Issue Areas: education, environment, health, social services
– Budgets typically between $350k and $5 million
– San Francisco Bay Area (2001), New York City (2003), Chicago
(2006), Boston (2006), Seattle (2007), Washington DC (2008!), and
Los Angeles (2008)

3. Top Messaging/Communication Needs
Products:
• Key Messages & Brand Strategy
• Visual Identity or Name
• Brochure
• Annual Report
• Website
• Competitive/Collaborative Analysis
Organizational Need:
• Board Development
• Volunteer Recruitment
• Increase Client Base
• Diversify Funding
• Form Community Partnerships

4. Key Messages & Brand Strategy
The Building Blocks of Effective Communications
Our Process:
• Definition
• Fact Finding/Data Mining
• Analysis
• Strategy Formed
• Message Distilled
• Documentation

5. Our Process Explained
• Definition
– Who are your Key Audiences? How can you segment them?
• Fact Finding/Data Mining
– Internal: What are your current challenges? Materials consistency?
– External: What are stakeholders saying/know about you/wish for?
– What are your competitors saying about themselves?
• Analysis
– Where are there strong overlaps? Misunderstandings?
– What else is going on in your environment? Or with your organization?
– Where are your current messages/materials falling short?
• Strategy Formed
– How can you best reach those target audiences?
– What is your niche? How are you unique and interesting?
– What is your culture/vision and how do you want that to be
communicated?
• Message Distilled
– Examples for Key Audiences
• Documentation
– Training

6. Next Steps
• Planning
– Educate and excite staff and Board about the potential
– Identify Key supporters/informers to be part of the process
– Assess resources - internal/external/pro bono/paid
– Choose a Brand Shepherd
• Fact Finding/Data Mining
– Internal evaluation – consistency, challenges, perceptions,
stakeholder identification
– External – interviews, focus groups, surveys with stakeholders
– Competitors/Collaborators
• Developing the Key Messages and Brand Strategy
• Building new communications – materials, tools, etc

7. Questions?
Lara Fisher Crampe, Deputy Director East Coast
Email: Lara@TaprootFoundation.org
Phone: 212-522-1325
Thank you!