Slide 2 Developing a Comprehensive Communications Plan Rachel
Ezzo Dir. of Development/Communications Kates Club Slide 3
@KatesClub www.katesclub.org www.facebook.com/KatesClubInc
[email protected] @lwb02 Slide 4 Goals 1. To understand the role
of a communications plan and to identify goals. 2. Review basic
elements and tools that will be useful to your organization. 3.
Find and prioritize available resources. It doesn't matter what it
is. What matters is what it will become. Dr. Seuss Slide 5 Why?
Misson and Money Slide 6 Slide 7 Support your mission and the
objectives laid out in your strategic plan. Focus your marketing
and communications, making sure that all activities work together
to support the big picture. Gives you the focus to know where youre
going, what you need to say & what channels you need to
positively interact with your audiences. What Should Your Plan Do?
Slide 8 Before You Begin Take the time to do a SWOT Analysis. Take
a broad look at your organization, mission/vision and how they
drive your marketing efforts. Slide 9 Facing Challenges Slide 10
Where to Begin: The 3 Keys Calendar Consistency Creativity Slide 11
Where to Begin To make a plan you need decide what you want to
accomplish fundraising, advocacy, general awareness, promotion? Use
the P.O.S.T. Method ** P= People: Who? O= Objectives: Goals? S=
Strategies: Outcomes? T= Technologies: Tools? **From Charlene Li
& Josh Bernoffs book Groundswell: Winning in a World
Transformed by Social Technologies Slide 12 P= People: Who?
Consider who your audience is and who you want your audience to
include Potential Clients Donors The General Public Current Clients
Potential Partners Slide 13 O= Objectives: Goals? Slide 14
Objectives/Goals should be SMART Slide 15 S= Strategies: Outcomes?
How can you choose a path if you dont know where you are going?
Goals should drive strategy. Platform and modes of communications
will drive your outcomes. How many people are you reaching? How big
is your base? Are you engaging people? Are people responding to
your call to action? Slide 16 S= Strategies: Outcomes? Start basic,
your outcomes will evolve as you become more sophisticated at using
your tools. Facebook: Likes, Insights page Twitter: Followers,
Retweets Email: Number of Opens, Clicks on links Newsletter/Direct
mail: Donations or returns Blog/Website: Number of page views Slide
17 T= Technologies: Tools? Slide 18 What kind of platform works
best for your people? Do not over extend yourself. If you only have
capacity to update your website and FaceBook then so be it do it
and do it well! (Remember one of our three keys consistency!) Slide
19 Calendar! Were finally ready to begin our calendar! Our
strategizing and planning can finally take shape! BUT WAIT! This is
still a lot of work for a small staff! Mitigate lack of time but
recruiting others to help you with content & utilizing free
tools to help with scheduling. Slide 20 Blogging Schedule Megan -
1st of the month Rachel - 5th of the month Jeff - 12th of the month
Mary - 18th of the month Ryan - 24th of the month Slide 21 Calendar
Utilize both a long term and short term calendar. For example, the
entire year and then quarterly calendars. What should be included?
Major events for your organization, holidays, program dates, dates
important to your people. Be flexible enough to react to topical
news stories. Consider utilizing topic ideas and guidelines. When
doling out assignments give volunteers/board members/interns/staff
(whomever is creating content) guidelines to follow including style
guides if possible. Slide 22 Content Six Principles of Great
Nonprofit Content 1 Be the donor. Be the member. Be the prospect.
Be the advocate. Be the volunteer. 2 Be authoritative. 3 Be
strategic. Have a plan. 4 Be prolific. 5 Be passionate. Be
enthusiastic. 6 Be tough on yourself. From Karen Zapps nonprofit
blog Slide 23 Content Slide 24 Resources Utilize possible
partnerships with marketing companies, larger companies, board
members, and other civic organizations. Look for PR grants. Reach
out to local press and PR by developing relationships around your
expertise. Engage volunteers and other staff members to work with
you on developing content. Consider utilizing tools such as
HootSuite, Buffer, Feedly, Google Alerts, etc. PSA grants, dont be
afraid to ask for in-kind donations like studio space to create
shareable media. Slide 25 Resources
http://www.nonprofitmarketingguide.com/resources/
http://www.councilofnonprofits.org/resources/communicat
ions-planning http://www.nten.org/ http://www.bethkanter.org/
http://www.nprcenter.org/marketing-communications Slide 26 THANK
YOU!!
