bentonville communication workshop

Strategic Communication Trainingfor Nonprofit Professionals

Dan PraterThe Center for Nonprofit Communication

Drury University

[email protected] © Center for Nonprofit Communication

NPcomm.org

© Center for Nonprofit Communication

In this session:

● Nonprofit overview

● Communication 101 – the basics

● Communicating Internally and Externally

● Success with the Media

● Developing a Plan

● Communicating within a Community


501(c)(6)

The NFL generated at least $9 billion in revenue last season.

The Nonprofit WorldMissouri: 48,225

Trusts, sports, social, Civic, labor, ag, cemeteries, chambers, credit unions, Scientific, daycares

* taxexemptworld.com© Center for Nonprofit Communication

The Nonprofit WorldArkansas: 18,619

Trusts, sports, social, Civic, labor, ag, cemeteries, chambers, credit unions, Scientific, daycares

* taxexemptworld.com© Center for Nonprofit Communication

Benton County

*Income: $11,003,101,731

* taxexemptworld.com

Health careEducationPublic sectorCharitableCommunity developmentCivicClubsSocialFaith


Washington County $1,718,585,152

$9,284,516,692– 1,085

– 1,242

What can effective communication

do for your organization?

Engage and motivate individuals and communities to act

Expand your influence with current and potential donors/volunteers

Strengthen your current people & programs


Many of the problems that occur in an organization are

the direct result of leaders failing to communicate

(effectively).

Faulty communication causes the most problems. It leads

to confusion and can cause a good plan to fail.


YOU CANNOT NOT COMMUNICATE

Rule #1:


YOU CANNOT NOT COMMUNICATE

This rule applies to individuals AND organizations.

Employees

Telephone

Location

Signage

Print materials

Electronicmaterials

Conscious vs. Subconscious

Noise Messages


TOO MUCH INFO !!

A study by the University of California found the typical American consumes 100,000 electronic words in a single day.


Communication is a highly competitive process


A communication is not complete unless it is received and understood (decoded).

Rule #2:

George Bernard Shaw once said,

“The greatest problem

with communication is the

illusion that it has been

accomplished.”


Sender Message Receiver

LIFE FILTERS

ParentsPast

experiences

Currentexperiences

encoding decoding

Beliefs &Values

Communication is a complex process

Education


Nonverbal Communication is dominant


Words are symbols and are open to interpretation

Word exercise:

Rule #3:


Words are symbols and have powerful meaning


One of the primary purposes of communication is to influence or persuade

others.You can trust me Donate to our organization

Vote for me

My point of view is the best one

Listen to me

You should care about this

Buy my product

Do it this wayOur company is

better than others

Rule #4:


Messages connect

84%

16%

86% messages are difficult to remember80% messages are not consistent, confusing.

Messages do not connect


Organization

Board of Directors

Staff

Finding focus

MONEYEconomy

TIMEUnderstanding

the work

Training

Competition

Resources

1. Who do you want to talk with?

2. What do you want to say to them?

3. When will you say it?

4. How do you want them to respond?


RightPerson

Place

Time

Way

Who?

Where?

When?

How?


InternalUnderstanding

Before your audience

(community, etc.) can

understand who you are, it is

essential for you to have a

clear view of yourself.

WHAT?

ExternalUnderstanding


WHAT?

1. What is your goal or purpose?

2. What is your message foundation?

Limit to 2 or 3


If I were to walk into your office and ask five different staff

members to tell me your mission statement or explain what

you do in one or two sentences – how many different

answers would I get?

Take five minutes to write these out on your own, without talking to those sitting by you.

What are the four most important things your audience should know about your organization?

Are these messages about PEOPLE?

If you had to choose the top message, which would you choose?

Now take time to share, compare ideas and choose the top things


Your message foundation has three major components:

1.Tagline 2.Elevator Speech3. Key Messages

Essence of your messagingShould be most used messageNo more than 8 words

Builds on your name

Conveys commitment

Easily repeatable

Tagline:


“Nothing Stops a Bullet Like a Job”


1. Tagline:

Ensure it works with organization’s name

Emphasize emotion and action

Make sure it is easy to say/pronounceDo:

Do not:

Be too generic

Say something you can’t deliver 100%

Change your tagline too often

*Getting Attention: Nancy Schwartz

World’s most Famous Taglines:

Just do it.

You’re in good hands with

Melts in your mouth, not your hands

Please don’t squeeze the

Think outside the bun

It keeps going, and going…

What happens here, stays here

Nike

Allstate

M & M candy

Charmin

Taco Bell

Energizer

Las Vegas

The Message Platform

2. Elevator Speech

1 Lead-in

2. Differentiator

3. Engagement motivator

4. Call to action

• Forces clarity• Helps you see other’s perspective• It helps engage partners

Intro - Your role in organization

Open ended conversation starter...pause…question

Your new or unique resource of value that deserves immediate attention

Request to meet, email, call


Let’s Practice:

Write your elevator speech with four components:

Elevator: 30 seconds

Lead-in,

Differentiator,

Engagement motivator,

Call to Action


Don’t get locked in to one approach


3. Key Messages

3 to 6 messages max

No more than 2 sentences each

Respond to most common questions

Who we are

What we do

Why we exist

What we do not do

What we do not talk about (internal only)

Complete this list, give to all staff/board/volunteers, practice them, use them everywhere


EHC works to improve community health, create affordable neighborhoods and promote sustainable energy in the San Diego/Tijuana region.

We work closely with community members to prioritize environmental health issues.

We design campaigns around issues that affect our communities to advance public policies.

Community members drive our campaigns.

By combating environmental health issues and improving the health of individuals, EHC helps bring about social change and environmental justice.


Clearonciseconsistentcompelling

The most effective communication is always…


CLEAR

Avoid inside jargon or industry language:

UANA

TPRPTSD

FST Jurisdictional

Dispositional


GAL

CONSISTENTSame wording used on all materials and in person

Same colors and fonts used on all materials and signs

Same logo designs on everything

CONCISE

COMPELLING

Have a point(s), be organized.

Three things:

PassionPersonal testimonyPeople

http://youtu.be/p8QsSzbmW7M

Simple, easy to understandNot about trash – about people and pride.Tough and cool


“He who aims at nothing hits it every time.”


Who in your community, if you could choose any audience, would you like to tell your organization’s story?

This list can include specific names of people or groups, or it can include generic types or categories.

WHO?


Who’s who list:

People Groups

Business Executives

Civic Leaders

Elected /Gov’t. officials

Business Owners

Retirees

Former Clients

Former Employees

Educators

Chamber of Commerce

Associations

Nonprofit groups

The Media

Clubs

Retirees

ExerciseTake a couple minutes to make a list.This list can include specific names of people or groups, or it can include generic types or categories.


Competitive Advantage

(Defined from the viewpoint of the “customer”)

The presence of visible, obvious, and measurable ways

in which your organization or product differs from

(and is better than) its peers.


To establish this competitive advantage (over other nonprofits)

you must talk about your organization in a way in which no

one else is talking about theirs.

- Both aid disaster victims- Both have expertise in serving people in need- Both have red in logo- Both rely on volunteers

Intl. staturePolitical/religious neutrality

Gov’t. affiliation (FEMA)

Christian principlesCommitment to Poor

Affiliation with Christmas



Local organizationAids local hospitals

Intl. organizationGov’t. affiliation (FEMA)

Blood Donations


Nonprofit competitive advantage is an organization’s

ability to sustain social value using:

a unique asset,

an outstanding execution,

or both.

Great locationBetter program = better outcomesUnique programs/servicesGreat name brand & recognitionPowerful partnershipsWell-connected board of directors

Asset: Lower cost to funders or membersEfficiency in services costSpeed (e.g. disaster response)Sound marketing/PRBetter accountability-transparency

Execution:

One of the fastest ways to understanding your audience

is to identify the type of people who most likely care about

your organization.

Impacts your NPO has on the world.

Other NPOs that do similar work/missions

Type of supporters who care about this work/mission

Why these people should/would choose you (over your competitors).

What do they believe about your organization that makes them support you?


WHERE? Churches

Chamber of Commerce

Colleges/Universities

Nonprofit groups

The Media

Clubs & Associations

Civic Groups

Schools

A speech before the Rotary Club gets far more attention than yet another mail appeal for donations.


Most of these organizations are made up of professionals and business people, the leaders of the community.

YourOrganization


HOW?Contact the person or group (face-to-face, phone, email, letter, social media).

Ask if they are familiar with your organization.

Tell them you are interested in letting their members know more about the important work your organization is doing in your community and why you exist.

Be flexible and accommodating.

Relationships first – donations later.


Speaker’s Bureau

1. Train properly

2. Provide adequate resources

Key messages (aka talking points)

Printed materials

Powerpoint presentations

Staff, volunteers, board members (select carefully)


The Golden Circle ®

What

How

Why

® Simon Sinek, “Start with the Why”

YourOrganization

YourAudience

Mission/vision

Employees

Telephone

Location

Signage

Public Image

Name Recognition

Print materials

Comm. Involvement

Media

Public Awareness Bridge

Message Platform


A word (or two) on Websites

Purpose-centered (The Why)Donor friendlyNews-Media section

Current

Visually appealing (nonverbal)

Consistent messaging and colors


Getinvolved

BoldGraphics

Connect

Media

Donate

Donate

Connect

Connect

Media Donate

SocialMedia

Getinvolved

Media

BoldGraphics

Connect

Money is no longera valid excuse!

MS Office - $25 (regular $200-$399)Upgrade to Windows 7 - $12 (regular $125)Adobe Creative Suite $150 (regular $700)

Open, free to use and customize

FREE:OpenOffice.org Libreoffice.orgGoogle documents

More than 1.2 billion active users

Average user has 130 friends

Average user spends 15 hours per week 105,779,710 registered users

300,000 new users per week

180 million visitors per month

490,000,000 users


Traditional Media

Who are the “media?”

Newspaper Magazine Radio

Television Online Other print

One of the fastest ways to

build awareness of your

program is by obtaining

coverage in the media.

News vs. ads


What is News?

Information about recent events or happenings.

TV, Radio, and Print in your community need content.

The best stories are: LOCAL and are about PEOPLE


Writing a press release is one of the oldest and most effective methods of getting media coverage.

Make sure the information is newsworthy

Local, local, local

5Ws and H

Contact Info twice (clear and available)

Organizational summary (boilerplate)

Fax or email your press releases

Timing is important


Major organizational news (good or bad)

Ceremony

Honor/Award to program, board, staff

Fundraising Event

Educational program

Volunteer highlight

Seasonal

New Study

Partnerships with other groups

Great Reasons forCoverage

Never pass up an opportunity


Conversations are going to occur – with or without you.

Do you want to be active in shaping the discussion?


Proactive

Reactive

Contact them to request coverage, give story ideas

They contact you to get a response to a story or news event.

It is not the media’s job to promote

your organization.

It is your job to initiate contact and to get coverage.

Remember:


What does it say about your

organization when you don’t

respond to news or an event?

Unaware that it is occurring (uninformed)

Don’t care it is occurring

Afraid to take a stand

Fear that your opinion may be unpopular

Don’t have an opinion


Write an Op Ed or letter to the editor

Response to current story/editorial

Response to new law/ordinance

Response to publicized event

Commenting on Seasonal issue

Commenting on new study

Other…


National Women's Day – August 9

World Mental Health Day – Oct 10

International Human Rights Day – December 10

September is National Recovery Month

October is National Medicine Abuse Awareness Month

April is National Alcohol Awareness Month

Children of Alcoholics Week -- February 13-19

First day of Spring (new hope) - March 20

Write down at least five ideas for writing a letter or opinion piece.


Tips for Working with the Media

DON’T:Speak off the record

Assume the interviewer is an adversary

Repeat the interviewers words

Feel obligated to accept unfamiliar facts or figures

DO:

Have a designated spokesperson

Humanize the story by using illustrations

Flag key points like, “The most important thing is…”

or “I think the bottom line is…”

Set the fact straight and present facts

Get to the point


Plan Your Trip…

What two things are essential to planning a trip?


You should be heard at least once a month somewhere in the community.

Jan Feb Mar Apr Ma Jun July Aug Sep Oct Nov Dec

Releases,Op Ed, LTTE,

coverage

TV – Radio interviews

and ads

Print Ads Brochures

Annual Rpt

Events,Fundraisers

Internet/Online

CommunityEvents

Educational(clubs, groups)

Take time to fill in some ideas for coverage on your 2013 events© Center for Nonprofit Communication

Community fairs, expos, festivals, events

Schools and colleges


Community Involvement:

Be a part of your community.

Chamber of Commerce, Rotary, schools

A speech before the Rotary Club gets far more attention than yet another direct-mail appeal for donations.


Visual Storytelling

Turnerhttp://youtu.be/2V6zXyrPJpo Someone Like You

http://youtu.be/ftWVNrFLzyY

See it in Eyeshttp://youtu.be/WFtb5711AXc

2011 Runhttp://youtu.be/RT0sUGAoyK4

Kids Festhttp://youtu.be/MZRMaUoEY5c


For-profit organizations

Nonprofitorganizations SUCCESS!

- create shareholder and social value- connect with a range of constituents - communicate the shared values of both organizations

Cause Marketing

http://youtu.be/xyl-8IN9Usg

Your Organization’s

Goals

For-Profit’sGoals

Share goals


do not conduct market research to better understand their audience.Only one in five said they know what their peers are doing in the area of communications.

said their communications budget is “weak," and another 12 percent said they have no communications budget at all.

said their board discusses communications once a year or less.

said their groups do not regularly include communications staff members in the decision-making process.

Is Communication a Priority?

90%

59%

80%

85%


Need Help?

College or University – Contact Communication/Marketing dept. to see if they have classes where students do projects.

Ad Agencies – Contact them to see if they do “pro bono” work to help nonprofit organizations.

Friends of Board members or Churches: Know anyone who is good at making videos?


ListeningMost powerful of all. We live in a culture that doesn’t listen

What makes a person a good listener?

Effective listening is essential to clear communication, and clear communication is essential to leadership.


Focus Groups

Surveys

In-person

Internet or email


When you don't promote, a terrible thing happens…NOTHING


The Center for Nonprofit Communication


bentonville communication workshop

Education

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