1. It’s Really that Simple
The Essential Nonprofit
Communications Plan
March 15, 2012
Martha Wells
Susie Bowie

2. “The single biggest problem
in communication is the illusion
that it has taken place.”
George Bernard Shaw
Let’s look at a plan.

3. What we’re covering today
• What’s a brand?
• Your audiences
• Message development
• Goals vs. strategies
• Tools & tactics
-Media relations 101
-Self-generated communication 101
-Successful partnerships
• Evaluation

4. How do you feel
about plans?

6. Nonprofit
Communication
Myth
s

7. Nonprofit Communication
Myths & Stumbling Blocks
Myth 1:
“Because we do good work”
Myth 2:
“Who wouldn’t be
interested?”

8. Nonprofit Communication
Myths & Stumbling Blocks
Myth 3:
Your audience is everyone
Myth 4:
We need a billboard

9. What is a brand?
• What’s your nonprofit’s personality?
• What’s your position relative to
competition?
• What brand characteristics are
delivered well and not so well?

10. What’s in a
communication
plan?

11. The communications plan
• Situation Analysis
• SWOT
• Goals, Strategies, Tactics & Tactics
• Who’s responsible
• When it’s going to be done

12. The communications plan
does NOT include
• Common sense
• Policies
• Internal processes (management)

13. PR & Marketing Basics
• Earned media
• Paid media
• Self-generated communications

14. Communication does not
equal management

15. Your
Audiences

16. • Who are you talking to?
• What do you want
them to know about you?
• What do you want them to do?
Emotion – Information - Motivation

17. Let’s do an exercise.
Did you just have a birthday?
Your 3 most important audiences.
Are they internal or external?

18. Are you ignoring
an important audience?

19. Internal Communication
Message
Who are “internal” audiences?
Staff
Clients
Board
External
Audiences

20. It’s not rocket science!
Board
Web Volunteers
Public
Exhibits
Officials
Members Clients
MESSAGE
Media Peers
Education
Programs
???
Publications Regulator
Donors Staff

21. Making Internal Communication Work
Step 1. ASK!
Need to know?
Want to know?
Frequency?
Method?
Step 2. PROVIDE!
Staff Meetings.
E-Mail.
Phone.
Memos.
Lunch room.

22. Board Members are Ambassadors
• Frequent & informal communication
• Formal presentations through
Speaker’s Bureau
• Joining staff for donor meetings
• Sitting at tables at YOUR events
• Representing your organization at
community events

23. Message
Development

24. A few good
message tests…
1. Is it personal?
2. Are you conveying uniqueness?
3. Is there a call to action?
4. Does it add value?

25. Where can people turn when they are desperate for
help with their housing situation? Our team at the
One Stop Center provides friendly, caring,
compassionate assistance to people that come for
help with a wide variety of issues. No one chooses
to be homeless - it is not something young children
aspire to. But when it happens to you or a loved
one, we are here to provide basic services and help
people move on a path to improve their situation,
and ultimately, to independence if possible.

26. Charis, age 12, was 20 pounds overweight and very
unhappy about it. Each day, she would endure teasing and
ridicule at the hands of her schoolmates. She tried dieting
but never seemed to have any luck. At times, she even
contemplated suicide. One day, a counselor at the Boys &
Girls Club gently suggested that Charis try the Triple Play
program. … After 4 months in the Triple Play program,
Charis was at her normal body weight and feeling very, very
good about herself. Her newfound love of fitness has even
led her to try out for the track team at school!

27. Stroke is the leading cause of adult disability
and can happen at any age. It’s the 4th
cause of death nationwide. More women die
of stroke every year than of breast cancer.
Approximately 2,800 strokes happen in
Sarasota and Manatee counties annually.
With over 8,000 baby boomers turning 65
every day for the next 19 years, that number
will significantly rise!

28. Stories + Facts
emotion “proof”
heart statistics
connection numbers
self-identification a need beyond one

29. Let’s do an exercise.
Is it your birthday next?
Creating a sound bite message
for a new potential donor:
The 36-Hour Giving Challenge.

30. Goals vs.
Strategies

31. • What are you
Goal trying to accomplish?
• “Game plan”
Strategies for accomplishing
goals
• Activities--
Tactics & how you
Tools execute your
strategies.

32. Goals
• The outcome of what you’re trying to
accomplish vs. how you will accomplish it
• What’s going to change as a result of your
communications/ marketing?
• Linked to your organization’s organizational
objectives
• SMART
Specific Measureable Attainable Realistic Timely

33. Strategies
• Big picture approaches to meet your goal,
supported by tactics and tools.

35. Tactics and Tools
• Media Relations & Paid Media
Print media, TV/radio
• Self-generated messages
Newsletter, annual report, brochures, flyers, direct mail
Website, E-news, Social media
• Strategic Partnerships
With other nonprofits, with businesses, with
government, etc.

36. Media
Relations
101

37. Reporters are people who like to…
• Be approached as individuals, not as a “blast”.
• Receive information in certain ways.
• Know you are considerate of their time.
• Be called back. Now.
• Be thanked.
You have a job to do. They have a job to do.
Are you helping them do their job?

38. Know what is news.
Know what is not news.
• Know the beats and how your story relate.
• Calendar items are NOT news!
• Is your pitch interesting to anyone outside of
your organization?
TIP: Relate it to a national or local issue that’s
big right now?

39. Message Development
Information
More Information
More Info and Build to Conclusion

40. Message Development
Use the Inverted Pyramid
Your Message
Information = Conclusion
More Information More Info
Basic
More Info and Build to Conclusion Info
(Your Point = Your Message)

41. Self-Generated
Communications
101

42. Integrate, integrate, integrate
Step 1. The right message for the right audience
Step 2. Delivering your message in the way(s)
they would like to receive it.
• Links, QR codes on printed material
• Links to website/ FB from e-news
• Sign ups for e-news on website, printed
materials and direct mail

43. Oneness in look
“By the time you’re getting sick of
your logo, your audience is just
starting to associate it with you.”

44. Oneness in look
Style guide
• Core values
• Color palette
• Typography
• How to use your logo

46. 5 key questions for your website
1. Can visitors easily find contact information?
2. How many clicks does it take to get the
information you’re seeking if you are…
-a donor? -a volunteer? -a client?
3. Are there pictures of people?
Are they smiling?
4. Are you maximizing SEO?
5. Is there too much text?

48. Quick guide to effective e-newsletters
The subject line
• “Our Newsletter: Volume XVI” Really?
• Make me want to open it
The content
• Short articles, clickable to your website.
• Use the “does anyone care?” test
• Doesn’t have to be all original
• Ask what people want!

49. Quick guide to effective e-newsletters
The look
• Easy to click through
• Pictures
• Two-column
The frequency
• Twice a month is enough

50. Fundamental Principles of Social Media
• Add value.
• Have a personality.
• If you’re pitching for a need, make
it timely, relevant and urgent.
• Use your networks.
• Same principles of audience,
goals and strategy apply.

51. The new Facebook timeline
• Large cover photo taking up much of the
vertical space of the top screen.
• Can highlight a key post at the top of your
timeline for up to 7 days (call to action)
• People can see what their friends
are saying about your org.
Thanks, Nancy Schwartz!

53. Engagement vs. Numbers
What’s more important
How many fans, or the quality
of your interactions with them?

54. Leveraging partnerships
for communication reach
• Develop a clear partnership agreement
-Who takes the lead
-Single point of contact
-What items does everyone have input on
• Reaching “alignment”
• Joint press releases
• Be careful of “sharing” distribution lists.

55. Crisis
Communications

56. What you need to know
about a crisis
• It can happen to any organization.
• One spokesperson.
• “No comment” or “off the record” will come
back to get you.
• The truth always wins.
Make sure they hear it from you.
• People assume what they don’t hear directly.

57. Evaluating
Your
Efforts

58. The 3 Key Questions of Evaluation
1. Did our messengers know the
message?
2. Did our messages reach our audiences
with minimal ambiguity?
3. Did you accomplish your goal?

59. Qualitative vs. Quantitative
Quantitative:
• Google analytics (website)
• Click-thrus & opens (e-newsletter)
• Readership (print publications)
• Facebook insights
Qualitative:
• Surveys (formal, informal)
• Action based

60. That’s it.
Any questions?