How can you raise money and awareness if few people outside the Board and the staff know what your organization does? A public relations strategy is often dismissed as a pointless frill but Monica Collins, communications expert, will speak about the myriad ways a media strategy can be a key investment. This seminar will address how well-placed story ideas, a targeted social media campaign, and carefully crafted pitches to local and national press can result in welcome public attention and donor dollars.

1. Tell Your Story to Sell Your Story: Why An
Outreach Plan Is Crucial for Every Non-Profit
Monica Collins
February 1, 2012
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2. INTEGRATED PLANNING
Advising nonprofits in: www.synthesispartnership.com
• Strategy
• Planning (617) 969-1881
• Organizational Development info@synthesispartnership.com
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3. Affordable collaborative data
management in the cloud.
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4. Today’s Speaker
Monica Collins
Media and Communications Consultant,
Collins Ink
Assisting with chat questions: Hosting:
April Hunt, Nonprofit Webinars Sam Frank, Synthesis Partnership
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5. Tell Your Story To Sell Your Story
Why a smart public
outreach/communications strategy is
a necessity for every non-profit.

6. Not A Pointless Frill
• A media strategy connects with:
• Donors
• Decision makers
• Staffers
• Stakeholders

7. Start With the Elevator Speech

8. Do You Have A Tagline?

9. Communications Plan
Executive Development
Director Chief
Interested Board Communications
Members Director
Consultant

10. Identify Goals
• Money
• Recognition
• Renown

11. Elements of a Communications Plan
• Identify the people you want
Target
Audience
to reach
Conduct
• Who pays attention to you?
Research
Develop
• What do you want to say?
Messages

12. Produce Materials for a Rainy Day

13. Who Should Be In Charge??

15. WRITING MATTERS
Monica Collins, Collins INK Consulting, 617-248-0253, mymonicacollins@gmail.com

16. Pay attention to the Case of
the Rose Kennedy Greenway.
Monica Collins, Collins INK Consulting,
617-248-0253,
mymonicacollins@gmail.com

17. Resources for the Take Away
Link to “Dance of the Four Veils” from Non Profit Quarterly
(http://www.nonprofitquarterly.org/index.php?option=com_content&view=article&id=1410:the-
dance-of-the-four-veils&catid=150:from-the-archives)
Links from clips in The New York Times
(http://www.nytimes.com/2010/05/10/business/media/10adnewsletter1.html?pagewanted=all)
and USA Today (http://yourlife.usatoday.com/mind-soul/doing-
good/kindness/post/2011/09/with-empty-soup-cans-in-hand-rhode-islanders-take-on-hunger-
this-hunger-action-month/549785/1)
about how national publications covered a local non-profit campaign
• Brochure about Monica Collins’ services

18. Find listings for our current season
of webinars and register at:
NonprofitWebinars.com
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Of: Sponsored by: