Nonprofits acquire and expend resources constantly in order to make a difference in their communities. Developing a compelling communications presence allows agencies to attract greater interest for lasting social change. This workshop explores components of a strong communications presence including branded elements, a functional website and engaging social platforms.

1. STRATEGIC
COMMUNICATIONS FOR
NONPROFITS
Reggie Woolery, Arts4Good

2. Strategic Communications for
Nonprofits
Design for Good
Bringing together
design
professionals and
nonprofits to
amplify their
missions and
causes.

3. Strategic Communications for
Nonprofits
 Workshop time: 9:00am – 12:00noon
 Why Communications? Terms + overview
(1hr)
 Writing a Strategic Communications Plan
(1hr)
 Revisions: Individuals and Groups (1hr)

4. Strategic Communications for
Nonprofits
 Why Strategic Communications Planning?

5. Strategic Communications for
Nonprofits
 Why Strategic Communications Planning?
 Answer. To Manage Complex Change.

6. Strategic Communications for
Nonprofits

7. Strategic Communications for
Nonprofits

8. Strategic Communications for
Nonprofits

9. Strategic Communications for
Nonprofits

10. Strategic Communications for
Nonprofits

11. Strategic Communications for
Nonprofits

12. Strategic Communications for
Nonprofits
 Speaking with Authority and Authenticity

13. Strategic Communications for
Nonprofits
 Speaking with Authority and Authenticity
 Authority (expert at stewarding resources)

14. Strategic Communications for
Nonprofits
 Speaking with Authority and Authenticity
 Authority (expert at stewarding resources)
 1. DO what is best for the people (CAUSE)

15. Strategic Communications for
Nonprofits
 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)

16. Strategic Communications for
Nonprofits
 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)

17. Strategic Communications for
Nonprofits
 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)

18. Strategic Communications for
Nonprofits
 Speaking with Authority and Authenticity
 Authenticity (expert at relationship building)


19. Strategic Communications for
Nonprofits
 Speaking with Authority and Authenticity
 Authenticity (expert at relationship building)
 1. CARE shown for underserved people and
places

20. Strategic Communications for
Nonprofits
 Speaking with Authority and Authenticity
 Authenticity (expert at relationship building)
 1. CARE shown for underserved people and
places
 2. SUPPORT efforts + campaigns to end
poverty

21. Strategic Communications for
Nonprofits
 Speaking with Authority and Authenticity
 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


22. Strategic Communications for
Nonprofits
 Speaking with Authority and Authenticity
 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

23. Strategic Communications for
Nonprofits
What are the Connections between
Authority (strategic business objectives) and
Authenticity (strategic communications
aims)?

24. Strategic Communications for
Nonprofits
What are the Connections between
Authority (strategic business objectives) and
Authenticity (strategic communications
aims)?
Exemplar #1: San Marino Schools
Foundation

25. Strategic Communications for
Nonprofits
Exemplar #1: San Marino Schools
Foundation

26. Strategic Communications for
Nonprofits
Why Branding and Communications?

27. Strategic Communications for
Nonprofits
Why Branding and Communications?
Exemplar #2: Share Our Strength
Opinion article: Reaping Rewards from
Doing the Unexpected by Bill Shore, in
Philanthropy

28. Strategic Communications for
Nonprofits
Why Branding and Communications?
“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.”

29. Strategic Communications for
Nonprofits
Why Branding and Communications?
“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.”

30. Strategic Communications for
Nonprofits
Why Branding and Communications?
“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.”

31. Strategic Communications for
Nonprofits
Communications Planning and Assessment

32. Strategic Communications for
Nonprofits
Communications Planning and Assessment
a. Communications Platforms flowchart

33. Strategic Communications for
Nonprofits

34. Strategic Communications for
Nonprofits
Communications Planning and Assessment
a. Communications Platforms flowchart
b. Website Re-design and Calls-to-Action

35. Strategic Communications for
Nonprofits

36. Strategic Communications for
Nonprofits
Communications Planning and Assessment
a. Communications Platforms flowchart
b. Website Re-design and Calls-to-Action
c. Branding Self-Evaluation Rubric

37. Strategic Communications for
Nonprofits

38. Strategic Communications for
Nonprofits
Communications Planning and Assessment
a. Communications Platforms flowchart
b. Website Re-design and Calls-to-Action
c. Branding Self-Evaluation Rubric
d. Strategic Communications Plan

39. Strategic Communications for
Nonprofits

40. Strategic Communications for
Nonprofits
Plan Revisions and Sharing Ideas

41. Strategic Communications for
Nonprofits
Summary: Q + A

42. 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