I shared insights with participating NGOs as a resource person for NASSCOM Foundation's Bring the Change Week event at Bangalore on December 2, 2011. It covers perspectives on what not-for-profits need to know about communication, how to develop a communication plan and pitfalls to avoid.

1. Managing Not-For-
Profit Communication
Presentation at NASSCOM Foundation’s Bring the Change Week
Bangalore, December 2, 2011
Aniisu K Verghese

2. Integrated Marketing
Communications
• A comprehensive, coordinated, institution-wide effort to
communicate mission-critical values and messages in
ways that target audiences notice, understand, and
respond to.
• IMC stresses data-driven segmentation, message
integration and coordination, and evaluation.
• Source: Integrated Marketing Communication: A Practical Guide to Developing
Comprehensive Communication Strategies by Robert A. Sevier and Robert E. Johnson

3. Building relationships leads to
better connection
• Organizations that considered building
relationships with supporters an important
organizational strategy were more likely to
have success using database marketing, face-to-
face communication, and listening (i.e., obtaining
feedback) than organizations less concerned
with relationships.
Perkins, Amy ., Algren, Margaret., & Eichhorn, Kristen Campbell (year unknown). The Use of
Integrated Marketing Communications by U.S. Non-profit Organizations. Retrieved on December 1,
2011 from www.instituteforpr.org/downloads/13

4. Hitting the right note
• Marketing and communications Elevator Pitch
are not two sides of the same • who? What’s your name?
coin • what? What kind of organization
• Marketing is about ‘you’ while are you (scale and sector)?
communication is usually about • for whom? Whom do your
‘we’ programs serve?
• Marketing is used to ‘pull’ • what need? What pressing social
while communication is meant problem does your program
to state opinions/connect to address?
audience(s)’ perspective
• what’s different? What is
distinctive about your program?
• so what? Why should they care?
Williamson, David (2009). Marketing & Communications in Nonprofit Organizations,
Georgetown University , Center for Public & Nonprofit Leadership
Retrieved on December 1, 2011 from: cpnl.georgetown.edu/doc_pool/Marketing.pdf

5. Myths Vs Realities
….Marketing and communications
- is a ‘feel good’ exercise - is a coordinated,
- can’t be measured disciplined and scientific
- can only be done by approach to
professionals communicating
- is easy to do - Can and must be
measured
- Can be learnt and
implemented by anyone
- Requires focus,
dedication and practice

6. 7 Tenets of Successful
Communication
1. It isn’t about what your NGO does but why you exist
Look up: http://www.youtube.com/watch?v=u4ZoJKF_VuA
2. Have your staff and volunteers aligned on your purpose
3. It is also about how you respond to stakeholders (practice
scenarios, review messages, update spokespersons’ list)
4. Credibility = honest, transparent communication
5. Study how stakeholders perceive your communication
6. Don’t do ‘social media’ for social media’s sake (avoid
dumping videos, starting blogs without clear strategies,
retweeting someone else’s posts)
7. Be an authority in your area of work (understand trends,
conduct research, speak knowledgeably)

7. Questions?
• Blog: www.intraskope.wordpress.com
• Linkedin: http://in.linkedin.com/in/aniisu
• Twitter: @Aniisu
• E-mail: intraskope@yahoo.com