Goals 1. To understand the role of a communications plan and to identify goals. 2. Review basic elements and tools that will be useful to your organization. 3. Find and prioritize available resources. “It doesn't matter what it is. What matters is what it will become.” ― Dr. Seuss
Support your mission and the objectives laid out in your strategic plan. Focus your marketing and communications, making sure that all activities work together to support the big picture. Gives you the focus to know where you’re going, what you need to say & what channels you need to positively interact with your audiences. What Should Your Plan Do?
Before You Begin Take the time to do a SWOT Analysis. Take a broad look at your organization, mission/vision and how they drive your marketing efforts.
Where to Begin: The 3 Keys Calendar Consistency Creativity
Where to Begin To make a plan you need decide what you want to accomplish – fundraising, advocacy, general awareness, promotion? Use the P.O.S.T. Method ** P= People: Who? O= Objectives: Goals? S= Strategies: Outcomes? T= Technologies: Tools? **From Charlene Li & Josh Bernoff’s book Groundswell: Winning in a World Transformed by Social Technologies
P= People: Who? Consider who your audience is and who you want your audience to include Potential Clients Donors The General Public Current Clients Potential Partners
S= Strategies: Outcomes? How can you choose a path if you don’t know where you are going? Goals should drive strategy. Platform and modes of communications will drive your outcomes. How many people are you reaching? How big is your base? Are you engaging people? Are people responding to your call to action?
S= Strategies: Outcomes? Start basic, your outcomes will evolve as you become more sophisticated at using your tools. Facebook: Likes, Insights page Twitter: Followers, Retweets Email: Number of Opens, Clicks on links Newsletter/Direct mail: Donations or returns Blog/Website: Number of page views
What kind of platform works best for your people? Do not over extend yourself. If you only have capacity to update your website and FaceBook then so be it – do it and do it well! (Remember one of our three keys – consistency!)
Calendar! We’re finally ready to begin our calendar! Our strategizing and planning can finally take shape! BUT WAIT! This is still a lot of work for a small staff! Mitigate lack of time but recruiting others to help you with content & utilizing free tools to help with scheduling.
Blogging Schedule Megan - 1st of the month Rachel - 5th of the month Jeff - 12th of the month Mary - 18th of the month Ryan - 24th of the month
Calendar Utilize both a long term and short term calendar. For example, the entire year and then quarterly calendars. What should be included? Major events for your organization, holidays, program dates, dates important to your “people”. Be flexible enough to react to topical news stories. Consider utilizing topic ideas and guidelines. When doling out assignments give volunteers/board members/interns/staff (whomever is creating content) guidelines to follow including style guides if possible.
Content Six Principles of Great Nonprofit Content 1 – Be the donor. Be the member. Be the prospect. Be the advocate. Be the volunteer. 2 – Be authoritative. 3 – Be strategic. Have a plan. 4 – Be prolific. 5 – Be passionate. Be enthusiastic. 6 – Be tough on yourself. – From Karen Zapp’s nonprofit blog
Resources Utilize possible partnerships with marketing companies, larger companies, board members, and other civic organizations. Look for PR grants. Reach out to local press and PR by developing relationships around your expertise. Engage volunteers and other staff members to work with you on developing content. Consider utilizing tools such as HootSuite, Buffer, Feedly, Google Alerts, etc. PSA grants, don’t be afraid to ask for in-kind donations like studio space to create shareable media.