nonprofit communications planning
DESCRIPTION
How to build a communications plan for your nonprofit. Covers the differences between goals, objectives & tactics & why it's important to have a plan. These slides were originally presented at the University of Washington's certificate in nonprofit management.TRANSCRIPT
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Communications Planning
Certificate in Nonprofit Management May 14 2011
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+Communication’s Role
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+Communication’s Role
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+Communication’s Role
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+Communication’s Role
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+Communication’s Role
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+When to create your plan
Flickr: Joe Lanman
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+Who creates your plan?
Flickr:michaelcardus
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+Plan elements
n Executive summary
n Budget
n Goals & objectives
n Tactics
n Evaluation & measurement
n Calendar
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+Goals
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+Goals
n Speak to overall agency’s goals & vision
n Long term
n Often not measurable or attainable
n Inspirational
Characteristics of goals
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+Which is the goal?
n Be seen as the primary source of information for parents needing quality childcare.
n Update our logo and look to reflect new direction of agency.
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+Goals
n Strategic plan
n Fundraising plan
n Case statement
n Interviews with key staff & board
Where to find yours
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+Objectives
Flickr: stevehicks
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+Objectives
n SMART
n Specific n Measurable n Achievable n Relevant n Timely
characteristics
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+Which is the objective?
n Increase replies to all direct mail pieces this year.
n Increase giving by current annual fund donors by 13% by December 2011.
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+Tactics
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+Tactics
n Specific tasks taken
n How relate to objective
n Who will be responsible
n By when it will be done
characteristics
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+Tactics
n Produce spring newsletter to distribute to 18,000 donors with remit envelope. Objective: Increase annual fund. Communications Director by April 2012
n Weekly blog updates by key staffers on pre-determined topics. Objective: Increase blog subscribers. Communications Associate, weekly
n Production of video for annual luncheon. Objective: Grow luncheon contributions. Communications Director by September 2013.
examples
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+Communications plan
Goal: Be seen as the primary source of information for parents needing quality childcare.
Objective: Increase email list of parents in King County by 15% by September 2011.
Tactic: Produce monthly enewsletter with parenting tips & local events.
outline
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+Your turn
Savery Senior Center:
This year is our 15th anniversary. We will be launching a capitol campaign in 2012 to raise $3 million for a new food bank at the center. Our fundraising has grown by 10% every year and we have a healthy ratio of institutional and individual funders.
We will be re-launching our website this year. Our communications budget is $125,000.
1 goal, 2 objectives & 2 tactics
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+Executive Summary
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+Executive Summary
n Overall strategic focus for year’s communications
n Objectives
n How you’ll evaluate
n Any outlier events
Contents
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+Budgeting & Measuring
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+Budget
n Print, design and postal
n Website creation and maintenance
n Email template & client
n Staffing
n Promotions
n Revenue
What’s included
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+Budget
n Map it to your goals and objectives
n Tie closely to program and fundraising goals
n Always be thinking ROI
How to package it
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+Measuring & Evaluation
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+Measuring & Evaluating
n Create document of what tracking
n Establish a schedule
n Know your benchmarks
How to
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+Measuring & Evaluation
n Email benchmarks: n Open rate: 20.43 %
n Click: 3.54%
n Unsubscribe: 0.17%
n Facebook: n Fan growth: 14% a month
n 110 ‘Likers’ per 1000 email addresses
n Website: n 2.95 page views per visit
n 55% of visits via search engines
Industry standards
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+Measuring & Evaluation
n Who is your audience?
n Map to goals & objectives
n Include challenges & things you’ve learned
Reporting
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+Planning Resources
n Nancy Schwarz marketing plan template : http://bit.ly/MarPlanNancy
n Writing a Results Driven Marketing Plan by Tiffany A. Meyer http://bit.ly/MarketPlan
n Beth Kanter on measurement: http://bit.ly/BethMeasure
n Amy Sample Ward on measurement: http://bit.ly/AmyMeasure
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+Planning Resources Special offer