Communications getting attention & enhancing your reputation

Marketing NPOs:
Getting Attention
& Enhancing
Your Reputation
Communications
Presented by: Deborah Spector
deborah@creative-si.com
www.creative-si.com/blog

Creative Solutions & Innovations
July 2012
| www.creative-si.com | 404.325.7031

“If you don’t know where you’re going it doesn’t
matter which way you go!”
Said the Cheshire Cat in Alice in Wonderland

July 2012

Why Strategic
Communications?
You’re doing amazing work, but no one
seems to know!
Today’s session is designed to help you
streamline & coordinate your
communications and develop a
communications plan.

July 2012

What is a Communications
Plan?
Communications planning helps you define how
you communicate with your various
audiences.
 An effective communications plan reflects
your organization’s mission, goals and
objectives, and is integrated into daily
operations.
 Your plan informs everything from the content
of your website to the frequency of your
contacts with the media.
July 2012

Step I - Research

 Why do research?
– Sets foundation for all communications
– Provides audience insights
– Uncovers opportunities, threats, etc.
– Analyzes direction, position, messages

July 2012

Research Tools

 Brainstorming sessions
 SWOT Analysis
 Audience Discovery Interviews
 Focus groups

July 2012

What Do You Gain From
Research?
 Foundation elements for Message
Framework
 Positioning – statement of your mission
that drives your organization
 Tagline – key words & phrases that set
you apart and make you special
 Benefits and attributes – key messages
about what you offer
 Features – talking points

July 2012

Getting Started
 Goal and objectives
 Select Target Audience
 Messages and Credible Messengers
 Tactics, timelines, assignments and
budgets
 Measurement of Success

July 2012

Your goal is your vision for
change
How does your organization plan to
change the world?

1.
2.
3.

July 2012

Objectives are the concrete steps
taken to reach your goal
Objectives must be:
Specific
Measurable
Attainable
Realistic
Time-bound

July 2012

Your Mission Goes Here:

Objectives:
1.
2.
3.

July 2012

How do you make your objective a
reality?

Identify the decision maker with the power
to make your objectives real
Whom would you identify as a decision
maker?
1.
2.
3.
July 2012

Reaching Decision Makers
Who are the people who can reach your
decision makers and help achieve your
objectives?
1.
2.
3.

July 2012

Target Your Audiences

October 16, 2008

Identify Your Target
Audiences
Clients Faith Community
Former Clients Educators
Advocates Health Care Providers
Board members Business Owners
Volunteers Targeted Media
Donors Bloggers
Foundations Twitter Influencers
Local elected officials Partner Organizations
Community leaders Sponsors

July 2012

Message Characteristics

 Share Knowledge about your
organization and your issue.
 Overcome barriers. Respect your
audience’s comfort zone and move
them forward in manageable steps.
 When your audience takes an action,
remind them that they are doing a good
thing.
July 2012

Creating Messages to Create
Action
Threshold Messages
What do people need to know, believe
or care about to become engaged?
What obstacles do you have to
overcome to get people over the
threshold?

July 2012

Action
Solution Messages
And, the world would be a better place. . .
What is the projected positive outcome?
How would people’s lives be better?

July 2012

Action
Action Messages
 What is the purpose of the message?
 What do you want people to do?
Hint:
Link it to the goal of a specific campaign.

July 2012

Action
Reinforcement Messages:
 How do you keep people involved?
 Do your supporters carry your
messages?
 What do you give them to do so?
 Do you have statistics, anecdotes, or
sound bites?

July 2012

Identify your messengers
Who is your best messenger?

1.
2.
3.

July 2012

Strategy & Action
Communications Awareness Comprehension Conviction Commitment

Mass 40% 10% 5% 5%
Direct 40% 50% 20% 10%
Small Group 10% 20% 35% 15%
Person-to-Person 10% 20% 40% 70%

•Awareness brings your nonprofit to the attention of an
audience
•Comprehension develops an understanding of an
organization
•Conviction matches individual interests to institutional
offerings
•Commitment assists in the decision process
July 2012

Types of Vehicles
Online
•Websites
•search engines
•online public relations [syndicated
content, pod-casting, online magazines,
blogs]
•Paid advertising [banner ads,
newsletters
•Email marketing [e-newsletters,
campaigns
July 2012

October 16, 2008

Ethics and Transparency
How do you make your clients feel
safe on your social networks?

SM is about trust & trust must be earned. Once lost, trust is hard to recover.
In SM, there may be no second chance to recover it
~Wayne Hurlbert, Social Media
Marketing GPS - https://www.box.com/shared/0n18eeycl4

Invite Your Audiences To Your
3. Create The Awareness

Party
Stakeholders
Strategies

Tactics
Banner Ad Signature
Twitter Blog Website

Enterprise
A Integrated Marketing Model
http://bloombergmarketing.blogs.com/

Traditional Public Relations
Speaking at Conferences
Press Releases
Press Conferences
Published Articles
PSA
Events [Fundraisers, Meet & Greet]
Broadcast Programming
July 2012

Communications Activities
 Tactics
 Timeline
 Assign key tasks
 Budget
 Evaluation

July 2012

Measuring Success
 Use anecdotal as well as quantifiable
measurements
 Identify a mix of outputs and outcomes.
Outputs are a measure of your efforts.
Outcomes are the changes that occur.
 Build-in opportunities where you can
identify what is/is not working.

July 2012

Reality Check
 Do you have enough resources?
 Are you finding ways to include key
staff, volunteers, and leadership?
 Do you have buy-in from your chapter?
What about national?
 Can you measure your success?

July 2012

Marketing NPOs:
Getting Attention
& Enhancing
Your Reputation
Deborah Spector
Deborah@creative-si.com
www.creative-si.com/blog

July 2012 Creative Solutions & Innovations

Communications getting attention & enhancing your reputation

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