Developing An Effective Communication Plan For Your Nonprofit Organization

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Developing an Developing an EffectiveEffective

Communication PlanCommunication Planfor Yourfor Your

Nonprofit Nonprofit OrganizationOrganization

Joe MuellerJoe Muellerwww.jfmueller.comwww.jfmueller.comjfmueller@[email protected]


Developing an Effective Developing an Effective Communication PlanCommunication Planfor Your Nonprofit for Your Nonprofit

OrganizationOrganizationThe Fundamentals (3 Ms):The Fundamentals (3 Ms):

Fundraising Fundraising ((MMoney)oney) Clients/Programs Clients/Programs ((MMembership)embership) Volunteers Volunteers ((MManpower)anpower)


Developing an Effective Developing an Effective Communication PlanCommunication Plan

for Your Nonprofit Organizationfor Your Nonprofit Organization

Know Your OrganizationKnow Your Organization• What is the mission?What is the mission?• What are the expectations?What are the expectations?• What are the goals?What are the goals?



for Your Nonprofit Organizationfor Your Nonprofit Organization Evaluate The Organization’s Evaluate The Organization’s

CommunicationsCommunications• Talk with stakeholdersTalk with stakeholders• Perform a communications auditPerform a communications audit• Conduct a SWOT analysisConduct a SWOT analysis




Develop an IMC CommitteeDevelop an IMC Committee (Integrated Marketing Communications)(Integrated Marketing Communications)

• Communications Staff Need to become Communications Staff Need to become ‘Executive Producers, Editors’‘Executive Producers, Editors’

• Become… ‘a jack of all trades and a Become… ‘a jack of all trades and a master of none’master of none’




IMC Committees Increase:IMC Committees Increase:• EfficiencyEfficiency• ActivityActivity• KnowledgeKnowledge• Distribution of workDistribution of work




Functions of an IMC Committee:Functions of an IMC Committee:• Develop, implement and evaluate the Develop, implement and evaluate the

planplan• Identify, communicate trendsIdentify, communicate trends• Communicate to audiencesCommunicate to audiences




Functions of an IMC Committee Functions of an IMC Committee (Continued):(Continued):• Support delivery of organization’s Support delivery of organization’s

programprogram• Promote positive public relationsPromote positive public relations• Promote new programs, projectsPromote new programs, projects




Functions of an IMC Committee Functions of an IMC Committee (Continued):(Continued):• Ensure creation of consistent messagesEnsure creation of consistent messages• Produce content (publications, video, Produce content (publications, video,

audio)audio)• Conduct, analyze and utilize researchConduct, analyze and utilize research






Where to look for IMC Committee Where to look for IMC Committee members:members:• Local college, university Local college, university

marketing/business departmentsmarketing/business departments• Ad agencies, PR firmsAd agencies, PR firms• Radio, television stationsRadio, television stations• AMA (American Marketing Assoc.), PRSA AMA (American Marketing Assoc.), PRSA

(Public Relations Society of America(Public Relations Society of America




Where to look for IMC Committee Where to look for IMC Committee members (Continued):members (Continued):• Billboard companiesBillboard companies• Corporate marketing, advertising, Corporate marketing, advertising,

graphic design companiesgraphic design companies• Freelance writers, designers, Freelance writers, designers,

photographersphotographers• Newspapers, magazines, other print Newspapers, magazines, other print

mediamedia




Where to look for IMC Committee Where to look for IMC Committee members (Continued):members (Continued):• Companies with large advertising Companies with large advertising

presencepresence• School district communications, public School district communications, public

relations coordinatorsrelations coordinators


John,John,CEO ofCEO ofWOMWOMP.R.P.R.

Cindy, Owner of Web SolutionsCindy, Owner of Web Solutions

Tim, Production Mgr. KWMU-TVTim, Production Mgr. KWMU-TV

Ella, VP of Rather MarketingElla, VP of Rather Marketing

Greg, Freelance Graphic DesignGreg, Freelance Graphic Design




Communications Audit:Communications Audit:• What is the organization’s mission?What is the organization’s mission?• Who are your target audiences?Who are your target audiences?• How do your audiences perceive your How do your audiences perceive your

organization?organization?• What are your strengths?What are your strengths?




Communications Audit (Continued):Communications Audit (Continued):• What is the most common and most What is the most common and most

significant complaint your organization significant complaint your organization receives?receives?

• Where are your opportunities?Where are your opportunities?• What is threatening your organization?What is threatening your organization?




Communications Audit (Continued):Communications Audit (Continued):• What kind of customer service do you What kind of customer service do you

provide?provide?• How well does your organization How well does your organization

communicate with internal audiences?communicate with internal audiences?• External audiences?External audiences?


FundraisingFundraising MembershipMembership ProgramsPrograms RecruitmentRecruitment


ObjectivesObjectivesIncrease individual Increase individual

donationsdonations

Increase clientsIncrease clients

Improve Awareness Of Improve Awareness Of Prevention ProgramsPrevention Programs

Assist upcoming capital Assist upcoming capital campaign for new campaign for new facilityfacility

Increase participation in Increase participation in volunteer trainingvolunteer training

Establish awareness of Establish awareness of endowment fundendowment fund


Increase participation in Increase participation in volunteer trainingvolunteer training

Increase individual donationsIncrease individual donations

Increase client servicesIncrease client services

PodcastPodcast

BrochureBrochure

VideoVideoMediaMedia

CampaignCampaignBrochureBrochure

VideoVideo

MediaMedia

CampaignCampaignDirect Direct

MailMail

Direct Direct MailMail




Planning, Writing THE PLANPlanning, Writing THE PLAN• Six elements:Six elements:

1.1. Executive SummaryExecutive Summary

2.2. Situation AnalysisSituation Analysis

3.3. Marketing StrategyMarketing Strategy

4.4. Marketing ObjectivesMarketing Objectives

5.5. Action Plan and ImplementationAction Plan and Implementation

6.6. Evaluation Evaluation




Executive SummaryExecutive Summary• Brief review of entire Brief review of entire

marketing/communications planmarketing/communications plan• Includes background information on Includes background information on

organizationorganization• Best to write Best to write last last and after details are and after details are

finalizedfinalized




Situation AnalysisSituation Analysis• Target marketTarget market• DemographicsDemographics• Competitors, landscapeCompetitors, landscape• Sets stage for strategies and objectivesSets stage for strategies and objectives



for Your Nonprofit Organizationfor Your Nonprofit Organization Marketing ObjectiveMarketing Objective

• Overall goal of what organization wants Overall goal of what organization wants to accomplishto accomplish

• Overarching goalOverarching goal• What are we striving to be?What are we striving to be?• SAMPLE OBJECTIVE: To become the one-SAMPLE OBJECTIVE: To become the one-

stop source for all family health, fitness stop source for all family health, fitness and recreation opportunities.and recreation opportunities.




Marketing StrategiesMarketing Strategies• What conditions must exist to achieve What conditions must exist to achieve

organizational goal?organizational goal?• SAMPLE STRATEGY: Five impressions on SAMPLE STRATEGY: Five impressions on

parents between New Year’s Eve and parents between New Year’s Eve and March 1 with message on becoming March 1 with message on becoming members.members.




TacticsTactics• How will you achieve strategies?How will you achieve strategies?• Detailed activitiesDetailed activities• What, how will you execute tactics?What, how will you execute tactics?




Requirements For Effective TacticsRequirements For Effective Tactics• Do we have the budget?Do we have the budget?• Can we meet schedule, time Can we meet schedule, time

commitments?commitments?• Do we have all available resources to be Do we have all available resources to be

successful?successful?• Will this tactic meet our needs?Will this tactic meet our needs?




SAMPLE TACTICS:SAMPLE TACTICS:• Media release twice per month that Media release twice per month that

features fitness success storyfeatures fitness success story• Print, Facebook ads on discounted Print, Facebook ads on discounted

membership feemembership fee• Billboards positioned within 5 miles of Billboards positioned within 5 miles of

facilityfacility• Direct-mail postcard delivered on Dec. Direct-mail postcard delivered on Dec.

31 that outlines discounted membership 31 that outlines discounted membership feefee




Implementation:Implementation:• Confirm, track costsConfirm, track costs• Clarify responsibilitiesClarify responsibilities• Establish schedule, meet deadlinesEstablish schedule, meet deadlines




Evaluation:Evaluation:• Review the measurable element for Review the measurable element for

each goaleach goal• Use inexpensive online research tools Use inexpensive online research tools

(Survey Monkey, Zoomerang)(Survey Monkey, Zoomerang)• Seek feedback from stakeholdersSeek feedback from stakeholders



for Your Nonprofit Organizationfor Your Nonprofit Organization Celebrate SuccessCelebrate Success

• Share results with staff, volunteers, Share results with staff, volunteers, boardboard

• Earn, maintain ‘seat at the table’Earn, maintain ‘seat at the table’ Rewrite, Refine PlanRewrite, Refine Plan

• Utilize feedback from evaluationUtilize feedback from evaluation• Be more creative, innovativeBe more creative, innovative• Recruit more talent, resourcesRecruit more talent, resources








The Plan is the SKELETON…The Plan is the SKELETON…

……but your communications but your communications must touch the HEART…must touch the HEART…




Be a GOOD STORYTELLERBe a GOOD STORYTELLER

GOOD WRITING is GOOD WRITING is EVERYTHING!EVERYTHING!



for Your Nonprofit Organizationfor Your Nonprofit Organization Rockwood School District Rockwood School District

Comprehensive Communications Comprehensive Communications Plan:Plan:http://tinyurl.com/UMSL-NPML-1http://tinyurl.com/UMSL-NPML-1

Boy Scouts of America’s Developing Boy Scouts of America’s Developing A Local Council Marketing A Local Council Marketing Committee: http://tinyurl.com/UMSL-Committee: http://tinyurl.com/UMSL-NPML-2NPML-2



for Your Nonprofit Organizationfor Your Nonprofit Organization Boy Scouts of America’s Developing A Boy Scouts of America’s Developing A

Local Council Marketing Plan: Local Council Marketing Plan: http://tinyurl.com/UMSL-NPML-3http://tinyurl.com/UMSL-NPML-3

BSA Marketing Plan Appendix: BSA Marketing Plan Appendix: http://tinyurl.com/UMSL-NPML-4http://tinyurl.com/UMSL-NPML-4



for Your Nonprofit Organizationfor Your Nonprofit Organization Blogs You Must Read:Blogs You Must Read:

• www.chrisbrogan.comwww.chrisbrogan.com• www.bethkanter.orgwww.bethkanter.org

Podcasts You Must Listen To:Podcasts You Must Listen To:• www.marketingovercoffee.comwww.marketingovercoffee.com• www.providentpartners.netwww.providentpartners.net• www.forimmediaterelease.bizwww.forimmediaterelease.biz



for Your Nonprofit Organizationfor Your Nonprofit Organization The Best All-Around Source On The Best All-Around Source On

Social Media:Social Media:• http://social-media-university-global.org http://social-media-university-global.org

(SMUG)(SMUG)




for Your Nonprofit Organizationfor Your Nonprofit Organization Joe’s Bookshelf:Joe’s Bookshelf:

• Tactical Transparency Tactical Transparency (How leaders can leverage (How leaders can leverage social media to maximize value and build their social media to maximize value and build their grand grand by Shel Holtz & John C. Havensby Shel Holtz & John C. Havens

• The New Rules of Marketing & PRThe New Rules of Marketing & PR (How to use (How to use new releases, blogs, podcasting, viral marketing new releases, blogs, podcasting, viral marketing and online media to reach buyers directly)and online media to reach buyers directly)by David Meerman Scottby David Meerman Scott

• Six Pixels of SeparationSix Pixels of Separation (Everyone is connected; (Everyone is connected; connect everyone to your business.)connect everyone to your business.)by Mitch Joelby Mitch Joel



for Your Nonprofit Organizationfor Your Nonprofit Organization Joe’s Bookshelf (Continued):Joe’s Bookshelf (Continued):

• Marketing For DummiesMarketing For Dummiesby Alexander Hiamby Alexander Hiam

• Trust AgentsTrust Agents (Using the web to build (Using the web to build influence, improve reputation, and earn influence, improve reputation, and earn trust.)trust.)by Chris Brogan & Julien Smithby Chris Brogan & Julien Smith

• Good To Great and the Social Sectors Good To Great and the Social Sectors (Why business thinking is not the answer.)(Why business thinking is not the answer.)by Jim Collinsby Jim Collins



for Your Nonprofit Organizationfor Your Nonprofit Organization Joe’s Continuing Education:Joe’s Continuing Education:

• Community Service Public Relations CouncilCommunity Service Public Relations Council(www.csprc.org)(www.csprc.org)Lunch meetings, second Tuesday of the Lunch meetings, second Tuesday of the monthmonthSheraton in ClaytonSheraton in ClaytonCSPRC’s Spectrum ConferenceCSPRC’s Spectrum ConferenceMay 10, 2011, Holiday Inn SouthwestMay 10, 2011, Holiday Inn SouthwestFull day of sessions to help nonprofit Full day of sessions to help nonprofit communicators be more successful.communicators be more successful.



for Your Nonprofit Organizationfor Your Nonprofit Organization Joe Mueller,Joe Mueller,

Director of Public RelationsDirector of Public RelationsGreater St. Louis Area Council,Greater St. Louis Area Council,Boy Scouts of America Boy Scouts of America (www.stlbsa.org)(www.stlbsa.org)• LinkedIn: www.linkedin.com/in/jfmuellerLinkedIn: www.linkedin.com/in/jfmueller• Blog: www.jfmueller.comBlog: www.jfmueller.com• E-mail: [email protected]: [email protected]• Twitter: @jfmuellerTwitter: @jfmueller• Facebook: www.facebook.com/jfmuellerFacebook: www.facebook.com/jfmueller

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Developing An Effective Communication Plan For Your Nonprofit Organization