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The Communications Audit: Nonprofit Communications Strategy
- 1. The Communications Audit Gordon Mayer vice president Community Media Workshop at the Kellogg Foundation Sept. 29, 2009 Bob Black photo for Community Media Workshop Joebeone from flickr (via Gayle Thorsen)
- 2. CMWho?
- 3. Why We Communicate Turnout Attendance at an event AwarenessUsually traces back to money AdvocacyBest to engage audience
- 4. What Are Our Goals?
- 5. Who Are Our Audiences?
- 6. What Are Our Messages Got milk? / ¿Tomaleche? http://www.gotmilk.com/fun/toma_leche_2.html
- 9. ‘Facts Are Meaningless’
- 11. Crafting An Elevator SpeechWho We Are, In A Minute Or So Hi! My name is _____ and I work with… You know how… (problem) Well, what we do is…(feature) So that …(benefit) We’re kind of like the…(metaphor) Feature: the physical traits or description of what you do Benefit: a feature translated into a member’s satisfaction. What do the members get because of what you do? Metaphor: a comparison that can be funny or startling; goal is to make your work familiar.
- 13. Why“Audit?”
- 14. Going ‘E’ Goal: Raise awareness of services for members-as measured by uptake in services Why an audit? Survey audience (phone and mail-in) Why a consultant? “We thought it would take a lot of time [and] we wanted someone impartial” I refer back to it now when I’m planning new stuff (and making decisions about activities to do next)
- 15. Some Ways To Think About Audits
- 16. “…evidence-gathering should not be like hide and seek, where everything is hiding and you don’t know what you are looking for. It should be like a scavenger hunt, where you have a list before you start and gather the pieces as you go. Steve Heye
- 17. Not this
- 18. This Audi Q7 Saint Beast Dashboard by jiazi on fickr
- 19. If You Can’t Measure It…
- 20. Listening a la Beth
- 23. Why Listen Online, If Constituents Aren’t?
- 24. What You Hear May Amaze You
- 25. When to do a Bigger Audit
- 26. Audit Type: People & Perceptions
- 27. Surveying
- 28. Focus Groups & Interviews
- 29. Audit Type:Stuff
- 30. Your Voice & Image
- 31. Audit Type: Process & Staff
- 32. Keeping Track Of Other Stuff Data mining / insights Strategic planning Budgeting and forecasting Measurement and evaluation
- 33. Tips For Working With Supervisors 1. De-personalize the discussion 2. Understand the relationship 3. Be a ‘2-way advocate’ 4. Uncover goals 5. Be honest about the effort required 6. Plan for the long haul
- 34. Consultants? Don’t Try this at home, from mhaithaca, flickr
- 35. Need to Know Aggregate: all apples… and a lot of them 1.0, 2.0, 3.0 Link Social Network RSS Online offline Long tail http://www.flickr.com/photos/mukluk/288925731/
- 36. 1.0, 2.0, 3.0
- 40. Goals There are no winners or losers to the Social Media Game. This game is intended to help you understand the basic mechanics of the social web as well as strategize online communicating through the Web 2.0.
- 41. How it’s played Choose from a set of 30 Social Media Cards divided into 4 categories: Collaboration, Media Content/Networking, Online Broadcast, and Communication Tools. Each card costs a certain amount of credits. Your group will receive an objective card. Discuss, examine, and see how the different types of tools best achieve your objective for about 10 minutes. You have just 12 credits to spend. You will receive a Situation Card that offers an Opportunity (gain credit), a Dilemma (lose credit), or a Wild Card (more credit to choose another Social Media Card or create your own Social Media Card). Re-strategize using the Situation Card. You are given only 10 more minutes. Present your objective, situations and strategy on how to communicate online using social media tools to achieve your goal.
- 42. What did you discover?
- 44. Transform, Order, Set Goals
- 45. The Plan Where Are We Now (Standing) Where Do We Want to be? (Objectives) How do we get there (Strategy & tactics) How will we know when we get there? (Measurement)
- 46. How SMART Is Your Plan? Agenda: Greenbelt - Agenda doodles from thisisbossy @ flickr.com Stopwatch: stopwatch from wwarby @ flickr.com
- 47. Communications Golden Rules Goal:Know what you want Audience:Go deep, not broad Message:1 thing you want everyone to know; Simple; Same for all (change words, not message)
- 48. Plan 1st – or Audit? Fried Chicken and eggs-t. young from flickr
- 49. Circumstances Beyond Our Control
- 50. Promotegood habits www.proform.com smartchart.org
Notes de l'éditeur
- While getting ready for this workshop… case studyJudy Hoffman connected me w/woman who did itThat’s judy with an author over on the right this photo is from NSLS Problem: prliferating channels. Which one would work best? How to go forward?
- 2004 ; about 20 grand; 4-5 months“She was kind of preachy”682 members completed the online survey70 members participated in 8 focus groups8 telephone interviews6 librries did Web usalbility testingMary K. Witt, assistant directorFindings & Results: “print size on our web site was too small; better enewsletter; better registration; more contact w/staff; The best part, though was the announcement: ‘…The following are the major recommendations we received from the Audit with details on how NSLS plans to follow up on each one…’
- The goal of an audit is to express an opinion on the person / organization/system (etc) in question, under evaluation based on work done on a test basis. (wikipedia)Challenge of audits is the challenge of communication: ELCA lists 19 on its guide to communications for congregations HANDOUT ELCA
- I can’t tell you the number of times that as a project is finishing or in the middle of it, we get asked about the outcomes or the ROI. So we go back, dig through the data (if we have any) to look for evidence.
- Sherlock holmes made fabulous deductive guesses… not us.
- If there’s one thing I’ve learned it’s that you gotta be fast! That’s why we need to think about auditing, or understanding one specific aspect or the total overall experience of how our organization communicates, more like the dashboard on a race car than like sherlockholmes on a case. In factin a little bit I am gonna talk literally about this idea of dashboards and show you 2 examples. What’s coming next: Organized kind of in order of importance of relevance to your everyday routine and life. You gotta have goal audience message connection… and now it seems or I’m going to advocate for the idea that you gotta have some good listening habits. Plus it’s fun. This is ego surfing for your organization! Another way to think of it: organizing the ways you gather information online.Plus:2. newest and coolest and 3. The whole infuse the old with the new and do something differentAnd then… lunch with some time for questions on this stuff, tooAfter which more in depth about longer term auditing what works ways to think about them
- … it doesn’t exist. What kinds of ways can you measure stuff?Qualitative: Quantitative: Mix of the two (coding – food pantry story)Some examples of measuring?
- BK our world expert on this stuffFirst time we had her come to our conference… suddenly we existed online! It was amazing.Now we’re there but not all the time.See also: Oscar Wilde: “The only thing worse than being talked about is not being talked about.”
- Beth’s overview… Those hours are per week folks! In december Demetrio will be back to talk about the rest of these boxes, or we can chat about some of the others but the focus of the discussion right now is just on the first box to the left.Who’s on what? Notice that there is overlap. Interesting facts that nonprofits are leaders in many of these.
- What are these people doing? They’re listening. How can you tell? They’re focused. They’re open. They’re right next to each other but they’re staring off into the distance. How interested do you think they are? Hard to tell. Another way to characterize listening is running searches that are always going (“job agent”)
- In presentations about his book, Here Comes Everybody, Clay Shirky describes moving from St. Louis to NYC and how back home if you wanted a pizza in the big city it was economically feasible to sell by the slice…a metaphor for how the Web makes it economically feasible to provide information at low costs. But online a lot of us are still living in St. Louis. Two ways to deal with this: 1. keyword search on your issue (or better-known ‘competition’) 2. don’t underestimate your constituents, either. Rotary StoryAnswer: 1. they’re out there! Rteally. How can you find them? Let’s talk it thru.Blogs. Donors. Journalists. “love the one you’re with.” play. Legit reasons not to do it: last time in B.C. someone said help me figure out what to do about the fact that I can’t get hi-speed at home… sorry.
- In sum: listening is like ego-searching but more … more focused, more thoughtful, more useful.On the other hand it may freak you out! What if things go wrong… have a social media policy! REVIEW POLICY AND MNA DOC
- The thing about the audit is the same as the thing about strategy in general: it’s all little easy stuff but keeping it all going together can be a challenge. We’ve had a lot of luck with the brainstorm/focus group—it’s not really clear if we are focus grouping the participants or if we are all planning together, because our staff are leading the event. Next talk a bit about types of auditing you might want to do.
- Surveys, focus groups, interviews, pollingProbably the most common type
- SM=$200 a year Zoomerang about the same Email programs integrate it… seems logical and you may already use one of these. Some things to think about:How FEW questions? (time) What’s the ASK?What will you use answers FOR? (who can help?) Prizes?
- Diversity within a category—age, culture/ethnicity, income levels, geographyLimits: cost, contacts (cost to find people) Opportunity Agenda example: they have used focus grouping and polling to deliver great information on key messages; 80% of ideas for new stuff come from a conversation with someone who’s taken a workshopWork forwards-from a category or backwards from an idnividualwho’s a good candidate
- In the LISC example, we did not do people and perception but stuff. … that’s not what the funder wanted to know. They wanted to know what the capacity of the groups was to take on communications work.Numbers, Lists, and Accounts: MNA Examples, CMW’s accounts list, and Rotary Examples. We will review the handout and maybe work on it for a bit. Fili it out – in say 10-15 minutes (over lunch?)
- The hardest part of all… how to make sure everyone works togetherThe advanced class in communications is called diplomacy. You can get aything done if you’re willing not to take credit for it. What’s the right amount of process? Not too much (Communications Action Team) not too little (never meeting)
- Google searches are like crystal balls.. Use igoogle dashboard for particular tools (handout on listening sites that are useful)
- Review handout
- Don’t try this at home! Time and throoughness but alo 3rd party partiality.
- Review of termsAggregate=like excel spreadsheet / what makes a database?1.0 etc: physicists, cats, next gen is things like sunderstanding, conversation, making it smarter and elarning from usLink: have to understand what that is stillNetwork: definition is RSS: an email alternativeOnline offline—it’s not either/orLong tail… show a picture
- Web 1.0, static webpages where people just read information.
- Dynamic webpages and participation, broadcasting and aggregatingWEB 1, HTML (Hypertext Markup Language): Files that scripted how a webpage will look and what content will be visible… created static pages and static websites. (.html, .htm)WEB 2.0, XML (Extensible Markup Language): Files that compile form (how a page will look like) and content (information, images, stories, etc.) separately into one or multiple pages… creates dynamic content, form, websites and interfaces. (.php, .asp, .xml, .css, etc)Content is stored as data (.xml), Form is defined using style sheets (.css-cascading style sheets), Pages instruct browsers (Firefox, Internet Explorer, Safari) how to construct them for viewing (.php, .asp, etc)
- The cards are divided into: Social Network, Collaboration, Media Content/Networking; Communication Tools, and Online Broadcast.
- Where did that communications plan go? Tell the story about the communications strategy planning workshopSo now, review the day and ask people what their burning questions are and what they came needing answers for.
- The difference between the known situation—and the known situation organized. Notice that what gets left out is almost more important than what is still in the picture!
- J. Walter Thompsonreview the handout
- Specific, Measurable Attainable, Realistic, Timely
- Setting up the deal with the plan: this is our fundamental goal for the day: where are you now? Where do you want to get to?
- Even the president somesimtes has to throw the plan out the book—like responding to the fiscal crisis as president elect before he even took office last December. And sometimes what the president does may cause us to face our own “circumstances beyond our control.” don’t plan for everything—plan for the best and expect the worst!