my name is temi adewumi from tagb consulting. i believe ... presentation-tagb... · before we start...
TRANSCRIPT
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MynameisTemiAdewumifromTAGbConsulting.Ibelievethatthereisagreatneedforeffectiveuseofdigitaltechnologyinnotfor profits– oftypesandallsizes.Myspecialtyishelpingnonprofitcommunicationsprofessionalsinthetechnicalaspectoftheirjobs.MostprofessionalsstartoffwritingnewslettersandAnnualreports,orcreatingsocialmediacampaigns,butthen,alsoendupmanagingwebsites,developingvideo,andeven,orcreatingtechnologyplansfortheentireorganization.
So,ifyou’reacommunicationsprofessionalwhoallofasuddenhastomanageawebsite,purchasesoftwareorputadigitalplaninplace,let’schat!
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Beforewestart,please satisfy mycuriosity- thiswillalsohelpwithsomeofourdiscussions.Whattypestypesofnonprofitsarerepresentedtoday.
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ThisiswhatIknowaboutvolunteers,havingworkedwiththemforabout20yearsinvariousnotforprofits.
1.Theywanttoberecognizedforwhattheydo,regardlessofthereasonforwhytheyvolunteered.
2.Theywanttheirtimeand skillstoberespected.
3.Theywanttoknowthattheyaremakinganimpact.
4.Theywanttoknowthatthenotforprofitisdoingitsparttohelpthemgivetheirbestwork
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Now,let’sgetasenseofyourworkwithvolunteers.
Asktheslidequestions
Interactive:Forthoseofyouwhoworkwithvolunteers,whataresomeofyourchallenges?
Ifyouareavolunteer,whatareyourfrustrations?
Optional:Whatroleareyouin:communications,membership,programming,management?
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staff/volunteerconflictlackofunderstandingofroleslackofvolunteersupportlackofrespectforcommunicationsitselfwithintheorganization.Forsomereason,communications mayberelegatedtothebackground,eventhoughit’scrucialtonotforprofitoperations
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Toillustratethechallenges,inthenextfewslides,I’mgoingtoprovideexampleshowsomenonprofitsincorporatevolunteersintotheircommunicationsstrategy.TherearetwoparticularpatternsthatI’veobserved.
Youmayhavealotmore– eachNFPisuniqueandnooneNFPwillfitexactlyintothesemodels.
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FirstistheVolunteerledNFP
Volunteerled organizationsusuallystartoffasheavilyvolunteerdependentintheirorigin,sothere’salotofownership.Suchorganizationsonlyaddstaffoncetheydeterminethattheyneedmoreexpertisethantheycanprovidethemselves.
Suchorganizationshavetheirvolunteersstillretainagreatdealofcontrolineverythingtheorganizationdoesfromprogramming,fundraising,hiringstaffandevenhumanresources.
Volunteersalsoserveonthecorporateside,incollaborationwithstaff.
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Volunteers, not staff, have a firm grasp on the way communications are conducted, the organization’s brand and how internal and external communications are carried out.
Because control is usually with the volunteers, they would much rather still use volunteer help whenever possible. Staff may be seen as an unavoidable expense, which then creates a tension and conflict between both roles. Conflict (both spoken and unspoken) may also occur between staff and volunteers, due to the imbalance of roles.
In my observation, in such organizations, staff input may
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be sought, but volunteer opinion takes precedence.
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The term“volunteerdriven”meansthatthevolunteersinthisorganizationoftengivetheiroveralldirectionandleavestafftodotheimplementation.Moreofa“dothis,”not“howto”
Oftensuchorganizationsaredrivenbybusyprofessionals,whocreatetheorganizationtoadvocatefortheircauseorprofession,orcreateanassociationoflikemindedindividualswhoneedmutualsupport.
TheyaretoobusytoworkonthedaytodaytasksofrunningaNFP,andso,choosetohireprofessionalstodoso.
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Volunteersaretoobusyintheirownlivesandcareers,andmaynotpayenoughattentiontowhat’shappeningintheorganization.
Duetothisbusyness,theymaynotprovideproperoversight,leadingstafftoguessonwhatvolunteerswant,orcausesignificantdelaysinmovingforwardonprojects,especiallyaseverythingmustbesignedoffandapprovedonbythevolunteers.
Suchorganizationsmaysometimesberiskaverse,andonlyconductmajorprojects,suchasacommunicationsoverhaul,ifsimilarorganizationshavedonethesame.Staff(fromtheEDdown)mayhavetoworkdoublyhardtoconvincethevolunteersthatchangeisneeded.
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Theideal,iswherebothstaffandvolunteerscollaborateequally.Forvolunteers,I’dsaythatthey:
Volunteercommitteesprovideinputonvarious initiatives,andhowcustomers’/members/donors/communityneedscanbesupported.
Volunteers liaisewithstaffonthebestwaystopresentinformation
Volunteersadvisestaffonwhatissuesneedtobepromoted,properterminologyandlanguagetouse,andhowbesttodistributetheinformation.
Volunteersserveasrepresentatives,ortheeyesandearsoftheorganization
Volunteers’opinionsaresoughtwhileprojectsareinthedevelopmentstages, notfinalstages
Volunteerinputisheardandnoted,andleadstorealchange bothinternallyandexternally
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Theideal,iswherebothstaffandvolunteerscollaborateequally.Forvolunteers,I’dsaythatthey:
Volunteercommitteesprovideinputonvarious initiatives,andhowcustomers’/members/donors/communityneedscanbesupported.
Volunteers liaisewithstaffonthebestwaystopresentinformation
Volunteersadvisestaffonwhatissuesneedtobepromoted,properterminologyandlanguagetouse,andhowbesttodistributetheinformation.
Volunteersserveasrepresentatives,ortheeyesandearsoftheorganization
Volunteers’opinionsaresoughtwhileprojectsareinthedevelopmentstages, notfinalstages
Volunteerinputisheardandnoted,andleadstorealchange bothinternallyandexternally
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Akeypartof incorporatingvolunteersintocommunicationsstrategyisrealizingthateachpartyneedstheirownspecificroles,evenastheyneedeachother.
So:Whatcommunicationsrolesshouldbehandledbystaff,whatshouldbehandledbyvolunteers, andwhatdoyoucollaborateon?
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Whatneedstofirsthappenforexcellentcommunicationstooccur:
• Volunteersandstaffneedtounderstandthattheyarepartofateam- withequalcapabilities.Neithershouldlookdownontheotherornegatetheinfluence,expertiseorskillsoftheother.
• Bothstaffandvolunteersneedtobeseenasassets,notcommodities.BythatImean,neitherstaffnorvolunteerrolesshouldbeseenasexpendableordisposable.Bothplayanequalroleincommunicationssuccess.
• Aclearoutlineofstaffandvolunteers’expertise,capabilities,rolesandresponsibilities.Whentheserolesarenotdefined,itleadstoconfusion,whichleadstoconflict,whichleadstochaos.
• Bothvolunteersandstaff’sneedsformotivationneedtoberespected. IntheNFPsector,itisunderstoodthatmoneyisnotamotivator. Inthatcase,workatyourNFPshouldbeawin/winforallparties.Workmustbefulfilling,enablingbothvolunteersandstafftogrow,andexpandtheirskills.Don’tstickeitherin“joe”jobsandexpectresults.
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Allthisiscrucialbecause…welldevelopedcommunicationsareessentialtoensuringthatanNFPsmandate,missionandimpactarecarriedout.
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Atitscore:volunteersareyoursubjectmatterexperts.
Everygoodcommunicationsstrategystartsfromthesubjectmatterexperts.
• Theybringinexpertiseandknowledgefromtheirprofession
• Theyknowwhatthemarketthinks,what’srelevant,howtheyshouldbetalkedto
• Theyinformonwhatyour“market”needstoknow,what’srelevantorirrelevant,howtheirpainpointsshouldbesupported,andhowthe“market”shouldbekeptengagedandresponsive.
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Staffare:Thepublishers.
Findingwaystogetthatsubjectmatterexpertiseoutofvolunteers, knowingwhatstrategicquestionstoaskaboutvolunteers’experienceandexpertise.Thismightrequiregettingembeddedintotheirworldforabit,researchingindustryterms,oreducatingyourselfonkeyissuesoccurringinthecommunity.
Theytaketherawdataandinformationfromvolunteersanddecidethebestwaytocraftthemessage,andwhatchannelswouldbebestfor distribution,howtosellthemessage.
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ServingonacommitteeoradvisoryboardSharingexperienceandexpertiseBecominginfluencers,findinginfluencers– key forsocialmediaReviewingcontentforwebsites,newsletters,membercommunications,communicationswiththepublic
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DesigningofeducationalprogramsEstablishingstandardsandpoliciesCreatingquestionsforevaluationsReviewingdataobtainedfromstudies,orsurveys byprovidingacontexttoanswers.
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Staffarecontinuity– retaintheoriginalknowledge oftheorganization,soarebestfor:
Strategy:communications,publicrelations,contentmarketingEstablishingprocedures(thisisthe“howto”;volunteersprovide the“whatto”)Crisismanagement– definitely needskilledleadershiponthisWebsitedevelopmentandmanagement– notjustsettingupwebsite,designit inaspecificwaytogetactionfromstakeholders,donors,membersProcuringsoftware
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Oncethesubjectmatterhasbeendefined,thesetaskscanbeassignedtoeitherstafforvolunteers,dependingonresources:
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Oncethesubjectmatterhasbeendefined,thesetaskscanbeassignedtoeitherstafforvolunteers,dependingonresources:
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Thisstatement ismoretruenowthanwhenMarshallMcLuhanwrote this.
Theemergence ofdigitalchannelschangesthemessagethatisnowbeingdelivered,andeven,changesus,andthewayweinteractwiththemessage.Caremustbetakentochoosetherightchanneltodelivermessagesforcommunitybuilding,advocacyorpublicity.
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Beforechoosingacommunicationschannel,organizationsshouldtrainvolunteersandstaffon:
- Howeachchannelworks- Ifyouraudienceusesthechannel.Forinstance,- Howtotailoryourmessagetothechannel.- Whatmessageyouwanttogetoutthere,andwhichchannelwillgivethemostimpact.
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Whenusingdigitalchannels:
Digitalchannelsarevisual,relyonimpactandprovidinguserswithanexperience,asameanstobreakthroughconstanttediumandglutofinformation. No longeroneway,wheresenderputsoutcontentbutdoesn’tknowhowit’sreceived.
Volunteers(andstaff)needtobetaughtabouttheimpactofeachchannel.Don’tjustleaveituptochancethattheywillknowhowtouseeachtool.Trainingmustgobeyondjustknowinghowtousethetoolsto:
• Howtoengageintwowayconversations:Engagingyouraudiencemeanssharingcontentthatencouragesthemtoact.
• Howtogetyourmessageacrossconcisely.Nolongthinkpiecesorarticles.• Howtopersonalizeyourmessagewithoutcomingacrossasinauthenticorsalesy.• Howtogetyouraudiencetotakeaction
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Herearesomethingstoponder:
YouTubeisnowthemostpopularsocialmediasiteFacebooknowmorepopularwiththoseover50. OnFacebook, photosperformbestforlikes,comments,andshares ascomparedtotext,video,andlinks.
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WeseethatTwitterusage hasgonedown.Andremember,Twitter,isprimarilytextbased.So,when yourleadershiptellsyoutogetonTwitter,usethatstatfromPewResearch
IGstat– oursocialtimes.comhttps://oursocialtimes.com/16-statistics-to-show-why-marketers-need-instagram/
Ontheotherhand,Instagramisrisinginusers.Hootsuite– 59%ofIGinUSareunder30.Intermsofwhythisis:visualappealmatters,andpeoplerespondbettertovisualinfothanjustplaintext.
So,beforeyouchooseachannel,bepreparedforsurprises.Checkthestatsfirst!
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Here aresomeexamplesofdigitalchannelsandwaystheyencourageactionandresponse.
Charity:Water’smission,since2006,hasbeentoraisemoneytohelplocalorganizationsinthedevelopingworlddrillwellsas wellaswater-pumpingand-purificationprojects.
Thefirstscreenshot isacommunityproject,whichshowsdonorstakingaction,bycreatingactivitiesthatbringawarenesstotheneedforwater.So, it’sbothinspirationalandcommunitybuilding,andalsobringsattentiontoCharityWater’smission.
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Readslide– firstpersonquotation, don’tneedtoseethefacetotelltheemotion.
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Putting thereaderinplaceofthesubject.Justimaginewhatitmeanstojustsimplygotoschool,insteadoffirsthavingtotrekmilesforwaterbeforethensettingoffmilesforschool.
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ChoosingWiselyCanada isacampaigntohelpdoctorsandpatientsstart talkingaboutunnecessarytestsandtreatments.Alotofthisischallengingpre-conceivednotionsamongpatientsandphysicians ofwhattreatmentsshouldbeprovided.So,alotofeducationisneededforbehaviorandevenculturalchange.
Tactics- Encouragingphysiciansandtheirassociationstolaunchlocalcampaigns,and
providingthemwithatoolkitandinstructionsonhowtostartacampaign
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Givingresourcestophysicians sotheycanexplainidenticalmessagestopatients,explainingtheconcepts ofovertestingandovertreatment.
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- Providingcasestudies,sothatdoctorscanseehowothersuccessfulcampaignshavebeencreated.
- Overallwiththeseexamples,doctorsarebusy,anddonothavetheknowledgeorexpertisetocraftpersuasivemessages.So,staffhavedoneitforthem,byprovidingthemwithtemplatesandinstructionsonwhattodo.Onceyouhavesuchresourcesinplace,volunteersarelesslikelytoveerawayfromthemessagesyouprovide.
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Advocacybyaprofessionalassociation:
Advocacy meansbringingattentiontoanissue– inthiscase,opioids,andthen,canvassingsupportfromthelocalcommunityinordertoeffectchangeatthegovernmentlevel.Someassociationsstartoffwithawarenesscampaigns.
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Takesacomplexissueandbreaksitdownso thatitcanbeeasilyunderstood.
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Rallying thetroops– pointingouttheirsimilaritiesandsharedinterests,sothatwhenthelobbyingcommences,theyhavethesupportofalltheirmembers.
Asyoucanseewitheachoftheseexamples,thechoiceofmediumhelpsbydrawinginthereaders,invitingcomments,discussions,andinvitingreaderstotakeaction.Seetheuseofphotos,thechoiceofwords.Thechoiceofmediumalsohelps.CharityWatermakesuseoftwitter,FacebookandInstagram,ChoosingWiselyalsohasanumberofchannels,butchoosestosendpeopletoitswebsite,whereas,variousassociationsmakeuseofTwitter,andothertacticssuchasinfographicstodistillcomplicatedinformation.
It’snotjustonechannelanymore,andthemessagehastobeadaptedforeach.Withchoosingwisely,youcanseehowtheeffortisbeingmadetoensureallparticipantsareonmessage.Givingouttoolkits,instructions,etc,arehelpful,buttheyalsoenableallparticipantstostayonmessage,andareallconsistent.
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So,sofar-Asyoucanseefromtheexamples,havingvolunteers workeffectivelyincommunicationsmeans:
• Participationfrombothvolunteersandstaff
• Twoway,interactivecommunicationvstraditionalonewaycommunication
• Mustdemandactionandengagementfromtherecipient(orhowelsewillyouknowit’sworking?)
• Clearandconsistent messaging
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• Read quote• This quoteisfromNonprofitpro.com
• Tobesureyou’regettingouttherightmessage,youneedtobesimple,clearandmemorable.
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Aswe’veestablishedearlier,staffarethegeneralistsorpublishers,whilevolunteershavethespecificsubjectmatterexpertise.
Communicationsworkisverydiverseinthatitallowsforvariouslevelsofinvolvement.Youhavethedailyongoingtasksofcontentgathering,research,andpublishing,allthewayuptostrategicplanningthatrequiresspecificskillsandexpertise.
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Assessyourvolunteers’engagementlevelbeforeassigningtasks.NancySchwartz,fromGettingAttentioncallsthisthe“committedvsthecasual”volunteer.Youwouldn’tvieacasualvolunteerthetaskofcreatingcommunicationsstrategy,butyoumightaskthemtocreategraphics.
Don’tjustassigncommunicationstasks.Assessfromthestartwhatyourvolunteer/staff’snaturalabilitiesare,andwhatskillstheywouldliketodevelopandhowyourtaskandprojectcanhelpthemgrowfurther,bothpersonallyandprofessionally.
Forvolunteersinparticular,rolesandprojectsthatinspirethemtoreachoutandexpandtheirskills,aremorelikelytohaveahigherlevelofengagement,andcreativity.
Knowwhenyou’veexhaustedvolunteerpossibilitiesandneedtohireexpertisetohelpwhetherinhouseorexternally. Hiringoftenmeansthatthestaffpersonhasafiduciaryresponsibilitytogettheresultsyouwant.
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A.Adescriptionofyouraudiences,bothinternalandexternal.
Internal:staff,members,volunteers,currentdonorsExternal:Demographicsofmembersofthepublicthatyouwanttoreach- tobecomemembers,donors,interestedstakeholdersandpartners.
B.WhatcommunicationschannelswouldbemostappropriatetoreachandcommunicatewithWhatmethodsarebesttoreachthem?AretheyonFacebook,LinkedIn,orTwitter?Morelikelytorespondtoapublication,phonecall,ordirectmail,oremail?
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C.Keymessagesyourorganizationwantstoshare
• Haveanumberofpointsyouwanttospeakaboutforwhichyoucandevelopkeymessages: thisiswhatwestandfor,thisiswhatwewanttoachieve,thisishowmuch$weneed,andforwhatreason…
• Establishwhoisthein-houseexpertonthetopics• Makesureyourchannelsareconsistent,includingthebranding.• Toneofthemessages:humour,stories, serious,educational?• Decidewhatinformationisrelevanttoyourorganization
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D.Atwhatpointintheyearthesemessagesshouldbeshared.
E.CreateastyleguideWhichoutlinesuseoflogo,colours,fonts,typeofimages/graphicsusefulacronyms,andacceptablenamesforyourorganization,aswellaspronunciation.
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Forallstaffandvolunteers• Sharethepolicies,guidelineswithnewvolunteersandnewstaffwhentheyjust
joinyourorganization• Trainingcouldbeeitherselfpacedorinteractive• UseanintranetorfilessharedviaGoogleDrive/Dropbox• Havevolunteersandstaffsignoffthattheyunderstandtheterms
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Forvolunteers/staffontheforefront• In-persontraining• Mediatraining• Trainingonuseofsocialmedia,soit’snotjustposting,butactively engagingwith
readers.
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Consistentmessaging alsodependsenormouslyonorganization’scurrentculture.Thereneedstobeanunderstanding ofvolunteers’capabilities,withtherightpersonwiththerightskillsintherightrole.Teamworkiskey,andsoishavingeverybodyonthesamepage,andsharingthesamemessagewithoutreservations.
And that’swhyit’sessentialtoalsodealwithdissentfromeithervolunteersorstaff.AlotoftimeswithinNFPs,there’seithermisunderstoodintentions,powerstruggles,orapowerimbalancethatleadstoconflict.Dependingonyourtypeoforganization(volunteer-drivenorvolunteer-led),volunteerscanalsobeyourboss.
Duringyourin-personmeetings,getitoutallintheopen.Invitealltosaywhat’sontheirminds,andthatalldiscussionwillbeheardinanon-judgmentalmanner.
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To ensureconsistentmessaging,prioritizesoftwarethatallowsforcollaboration,co-workingandapprovals.
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There’samyriadofsoftwareoutthere,here’swhatyoushouldlookforbeforepurchasingeach.Thetypeofsoftwareyouwillneeddependsontheproject,andcanrangefromsimpleteleconferencingtofullscalecollaborationsoftware.
Irecommendusingthesimplestversiontobeginwith,soyoucantestyourneeds,beforegoingtoafullscalesolution.
Lookforsoftwarethatsupportsnotforprofits.Softwaregearedtowardsnon-profitneedsismoreconsiderateofthewaynon-profitsarestructured,andwillalsofityourbudgetaccordingly.
Iseasytouse.Softwareuseshouldbeintuitive,andifnotintuitive,shouldbeeasilygraspedduringtraining.Ifsoftwareisdifficulttouse,it’slesslikelytobeadopted.
Hasaccesstosupportandtraining.Ofallthecriteria,thisitemisveryimportant.Whilesomecompaniesprovidepersonaladvisorstoguideyouthroughentireuseoftheproduct,otherswillprovideatrainingperiod.Trytoavoidpurchasingsoftwarewheretheonlysupportisviaonlineforums,orwherethesupportislimitedtopayperuse.
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Hasatrialperiod.Somesoftwarecompanieswillallowfora14toonemonthtrialperiod.Otherswillallowyoutousealessfeaturedversionofthesoftwareuntilyouneedtheirmorepremiumfeatures.
Allowsyoutoseeademo.Thetrialperiodcanactasademonstrationwhereyougettousethesoftwareinitsfullconfiguration,oryoucanbeallowedaccesstoademoversionwhereyoucanplayaroundwiththefeatures.
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Collaboration/workspacesoftware:Givesteamsacentralizedplaceinwhichtoshare,discussandworkonprojects.Workplacesoftwareislikeavirtualofficewhichorganizesyourdocuments,tasks,allowsuserstoobtainapprovals,andkeepstrackofallemails.Shouldalsoincludeaprojectmanagementfeaturesoyoudon’thavetobuyseparatesoftware.
Ifyouusecollaborationsoftware,youmaynotneedtobuyothersoftwaresuchasschedulers,filesharing,orprojectmanagementtools.
Focusonsoftwarebuiltfornonprofitcollaboration:itcanprovideyouwithtoolsthataresetupforvolunteers,Boards,andnonprofitstaff.
Beforeadoptinguse,firstcheckfor:• Easeofuse– someofthesetoolscanbeverycomplicatedandveryrobust,when
allyoumightneedisasimplesolutionlikeGoogleDocsforinstance.• Abilitytoassignandmanagetasks• Keeptrackoffiles• Searchandorganizeinformation
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• Cloudbasedsoftware– soallcanhaveaccess• Useofcalendars• Abilitytosharecontent• Abilitytotrackdocuments,andseeapprovals• Abilitytoseedifferentversionsofdocuments,soyouareallworkingonthesame
version
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EvernoteorPinterest
Usetheseforcontentcuration.
Anexample couldbecreatinginterestboardofmediamentions,oraswipefilecollection,visibletoallpartiesandusefulduringbrainstormingsessions.
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Filesharing/transfer:Examples:Dropbox,Box.com,WeTransfer
Youcan’talwayssendfileswithemail.DropboxorBoxprovidespace touserswherefilescanbesavedandpermissionsgrantedtocertainfiles.WeTransfer,allowsyoutosendfilesofupto2GBandwillstorethefilesforaboutaweek,allowinguserstodownloadwhenneeded.
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Schedulingsoftwareallowsyourteam toautomatetheirsocialmediaposting,aswellasplaninadvancewhatmessagesaretobesentout.Furtherbenefitsarebeingabletoviewwithinacalendarformatwhatpostsaretobesentoutandwhen
AllowsyouschedulingsocialmediapostsforreviewbyallpartiesAllowsyoutomanagemultipleprofiles,scheduletweetsandmonitormentions.Allows forapprovalorreviewbymembersofateamFeaturesofbeingabletorepeatpostsatdifferenttimesoftheday
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Inthecloud software:I’msureyourememberthosedayswhenyou’dbuysoftwarewhichwouldbesenttoyouwithhugesoftwaremanualsandmultipleDVDs.
Withinthecloudoptions,yourorganizationcannowsubscribeonamonthlybasistosoftwareforavarietyofcommunicationsfunctions:graphicdesign,websitemanagement,videocreation– allofwhichcanbeaccessedanywhere.
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To finishup:
Participationfrombothvolunteersandstaff– acultureofsharingandparticipationTwo-wayinteractivecommunicationthatdemandsactionandengagementfromtherecipientCreatingguidelinesforclearandconsistentcommunicationsUsingaccessiblesoftware
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Ifyou’dliketolearnmoretechniques forcommunicatingeffectivelywithsmallnotforprofits,Iinviteyoutovisitmywebsite(TAGb.ca)todownloadacomplimentaryguide:“5strategiesthatwilltransformyourcommunicationsdepartment.”YoucanalsosignupformynewsletterwhereIsendregulartipsonhowtomanagetechnologyinnotforprofitcommunicationsdepartments.
Thankyouforattending!
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Enjoytherestofyourday!
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Enjoytherestofyourday!
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