Kevin Baughen www.charitycomms.org.uk/events

1. Making the Business Case for
Comms to Trustees and Senior
Management Seminar
08 December 2011
www.charitycomms.org.uk
www.twitter.com/CharityComms
www.facebook.com/CharityComms

2. Bottom Line Ideas
Getting buy-in for your
Communications
@kevbaughen
© Bottom Line Ideas 2011

4. A simple, proven process...
1. Understanding and working your audience
2. Building your internal case for support
3. Selling it in
4. Dealing with rejection

5. Understanding & working your audience
Who are they?
• What does a senior manager look like?
• What are the important characteristics?
• How is a Trustee different?

6. Understanding & working your audience
What do they want and need?
To look good...
Meet
organisation’s
objectives
No-brainer Less stress
decisions

7. Understanding & working your audience
Who are the Key Influencers?
• Who do they respect?
• Who will they listen to?
• Who’s who in the group?

8. Building your internal ‘case for support’

9. Building your Internal case for support
What’s included?
• Loin-tingling summary
• Paint a picture of success
• Include support already garnered
• Where are you now?
• What you want to do
• Focus on the expected outcomes!
• How you’re going to do it
• EVIDENCE
• What you want them to do

10. 3. Selling it in - Preparation
Play the game
Meetings
Timings

11. 3. Selling it in – Champions!

12. 3. Presenting your case
• Focus on the outcomes - remember the wants
and needs!
• Talk about what you need to do to get there
• Summarise how you’re going to do it
• Summarise what resources you need to do it
• Outline what you need them to do
• Call on the support of your champion
....
Go and do! (whatever the action is)

13. 4. Dealing with rejection
Not every idea can fly!
But before you give up...
– Is it your idea?
– Is it how you told the story?
– Is it you?
– Would external help support
your idea?
– What will be different next
time?

14. Questions?
Kevin Baughen
Founder, Bottom Line Ideas
@kevbaughen
kevin@bottomlineideas.com
Bottomlineideas.com