Management of Not-For-Profit Organizations 472.31 8 Fall 2014.

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Presentation transcript:

Management of Not-For-Profit Organizations Fall 2014

“Strategic Communication” communicating with a purpose communicating to achieve a larger goal communicating ₋ who you are ₋ what you value ₋ what you do ₋ why what you do matters to your audience

Marketing & Communications Business communications purpose: In business, every communication is an attempt to persuade: ₋ To believe something ₋ To do something In what ways is this true—and/or not true—in a non-profit?

Marketing & Communications Business terms: Communications Marketing AdvertisingMedia RelationsSales

The Basics set communication goals build a vision ₋ distill a mission statement live out organization values & beliefs have a plan have a plan b have a disaster plan

A Plan 1.set a target audience define understand review 2.research past coverage about your organization about similar organizations about your services about your issues

A Plan 3.clarify your message 1 word 1 drawing 1 picture 1 sentence 3 words a tweet a Facebook ad a paragraph a page brand message

A Plan 4.generate materials a banner ad a magazine ad 2 or 3 blog entries ₋ by who ₋ for who s a press release a short newspaper story a longer magazine article

A Plan 5.resource your plan staff consultants equipment software budget

A Plan 6.write it down all of the above, plus: define success 7.execute identify & train spokespeople build media relationships set a schedule 8.get systematic feedback How do you know it worked?