Strategic Communications Planning for NPOs

STRATEGIC COMMUNICATIONS FOR NONPROFITSReggie Woolery, Arts4Good

Strategic Communications for Nonprofits

Design for Good

Bringing together design professionals and nonprofits to amplify their missions and causes.

Workshop time: 9:00am – 12:00noon

Why Communications? Terms + overview (1hr)

Writing a Strategic Communications Plan (1hr)

Revisions: Individuals and Groups (1hr)

Why Strategic Communications Planning?

Answer. To Manage Complex Change.

Speaking with Authority and Authenticity

Authority (expert at stewarding resources)

1. DO what is best for the people (CAUSE)

2. KNOW what is best for the people (RESEARCH)

3. SAY what is best for the people (ADVOCACY)

4. TEACHING what is best for the people (TRAIN)

Authenticity (expert at relationship building)

1. CARE shown for underserved people and places

2. SUPPORT efforts + campaigns to end poverty

3. CONNECT in collaboration and partnership

4. GENUINE stories and testimonials from clients

What are the Connections between Authority (strategic business objectives) and Authenticity (strategic communications aims)?

Exemplar #1: San Marino Schools

Foundation

Exemplar #1: San Marino Schools Foundation

Why Branding and Communications?

Exemplar #2: Share Our Strength Opinion article: Reaping Rewards from

Doing the Unexpected by Bill Shore, in Philanthropy

“What has always been most expected of us is helping to feed hungry kids. That’s or highest priority.

But scaling efforts to reach as many of those hungry children as possible required doing what was least expected of us: investing funds in building the brand of our No Kid Hungry campaign – precisely the kinds of expenditures in marketing, communications, and promotions that give donors pause and may mean feeding fewer people in the short term.”

“Our board of directors understood that like most enterprises, whether profit or nonprofit, brand building was not our expertise. They urged us to spend money we did not have to hire a branding and communications firm.

Though that seems counter to the more conservative approach one might expect from a traditional board, our board of businesspeople believed if you had a story to tell, a story that could help more children, you had an almost moral obligation to tell it.”

“A brand is a promise to one’s customers that your values are what you say they are and that they are reflected in everything you do. Instead of brand building by nonprofits being greeted with skepticism, one would think this would be even more important in a sector in which stakeholders wish for but lack standard measurements as results.”

Communications Planning and Assessment

a. Communications Platforms flowchart

a. Communications Platforms flowchartb. Website Re-design and Calls-to-Action

a. Communications Platforms flowchartb. Website Re-design and Calls-to-Actionc. Branding Self-Evaluation Rubric

a. Communications Platforms flowchartb. Website Re-design and Calls-to-Actionc. Branding Self-Evaluation Rubricd. Strategic Communications Plan

Plan Revisions and Sharing Ideas

Summary: Q + A

Strategic Communications for Non-Profits

Reggie Woolery, Arts4Good web: Arts4Good.net ph: 909.234.4782 em: reggiewoolery@hotmail.com em: info@arts4good.net Tw: arts4_good Insta: arts4good

Strategic Communications Planning for NPOs

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