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www.com-matters.orgwww.com-matters.org
Goals
Goals
www.com-matters.org
www.com-matters.orgwww.com-matters.org
Goals
A goal statement should be simple and unambiguous.
Your goal should also be realistic and aligned with your available capacity, resources and time.
Think about the ultimate social change you are seeking and the ways that your communication activities will complement the programmatic work required to get you there.
The first step in any strategic communication effort is clearly defining your objective. Think of it as a destination, a specific spot on the map.
www.com-matters.orgwww.com-matters.org
Goals
www.com-matters.org
Goals
1Rank of "build communication capacity of nonprofits" as a goal of communication.
www.com-matters.orgwww.com-matters.org
Goals
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Goals
2Rank of "build public will" as a goal of communication.
www.com-matters.orgwww.com-matters.org
Goals
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Goals
3Rank of "influence policy and practice" as a goal of communication.
www.com-matters.orgwww.com-matters.org
Goals
““In this day and age, often
communication is the work.”
EXECUTIVE LEADERPrivate Foundation
www.com-matters.orgwww.com-matters.org
Goals
““Without communication we cannot advance
our public policy objectives or raise the dollars we need. Communication is central to our
strategy. It is a programmatic lever that we use early and often.”
BOARD MEMBERNonprofit
www.com-matters.orgwww.com-matters.org
Goals
““I’ve seen people who embrace communication
but don't really get it. They want to make a snazzy video but haven't really thought it
through. Why? What is the purpose? Who is the audience?”
PROGRAM LEADERPrivate Foundation
www.com-matters.orgwww.com-matters.org
Goals
How are your goals aligned with the social change
you are seeking?
www.com-matters.orgwww.com-matters.org
Goals
How do you communicate your goals internally?
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Goals
How do you measureyour goals?
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Audiences
Audiences
www.com-matters.org
www.com-matters.orgwww.com-matters.org
Audiences
Define your target audiences before you select the best way to reach them. Focus on those best positioned to directly determine the success or failure of your goal.
It is imperative that you clearly identify, as narrowly as possible, the people you need to reach and influence with your communication.
It is important to remember that policy change is determined not by faceless, governmental cyborgs, but by living, breathing humans.
Be careful to avoid the pitfall of stratifying your audiences into imprecise subsets like “voters” and “electeds.”
www.com-matters.orgwww.com-matters.org
Audiences
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Audiences
50/50Roughly the split between time spent on internal and external communication.
www.com-matters.orgwww.com-matters.org
Audiences
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Audiences
9%Average percentage of communication time spent communicating with policymakers.
www.com-matters.orgwww.com-matters.org
Audiences
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Audiences
22%Average percentage of communication time spent communicating with grantees.
www.com-matters.orgwww.com-matters.org
Audiences
““By communicating what the foundation is
supporting to our key audiences, such as policy makers and potential partners, we can amplify
our impact in achieving our mission-driven goals.”
EXECUTIVE LEADERPrivate Foundation
www.com-matters.orgwww.com-matters.org
Audiences
““If our efforts aren't heard by the right people,
it’s just as if a tree fell in the forest. Without communication our work is like that tree. No
will care.”
COMMUNICATION LEADERPrivate Foundation
www.com-matters.orgwww.com-matters.org
Audiences
““Communication is essential. The best
evidence is of little value if it doesn’t get to the people who need it, when they want it,
in a form that's understandable to them.”
EVALUATION LEADERNonprofit
www.com-matters.orgwww.com-matters.org
Audiences
Can you clearly define your audiences?
www.com-matters.orgwww.com-matters.org
Audiences
How do you segmentyour audiences?
www.com-matters.orgwww.com-matters.org
Audiences
Who is your internal versus your external
audience?
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Point of View
Point of View
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www.com-matters.orgwww.com-matters.org
Point of View
Point of view can be carefully designed and cultivated, or an organic outgrowth of your organizational style.
Whatever your circumstance, the key to success is acting authentically. That means communicating with a point of view that is believable, appropriate and aligned with your organizational values.
Every successful communication effort has an inherent point of view. Think of point of view as the tone, voice, style or personality for your communication.
www.com-matters.orgwww.com-matters.org
Point of View
www.com-matters.org
Point of View
20%The percentage of annual expenditures that most nonprofits can spend on lobbying.
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Point of View
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Point of View
17MThe number of Ice Bucket Challenge videos that were shared to Facebook. The videos were viewed more than 10 billion times by 440 million people.
www.com-matters.orgwww.com-matters.org
Point of View
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Point of View
74%Percentage of participants in a 47-country survey who said that seeing the film An Inconvenient Truth caused them to change some of their daily habits.
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Point of View
““Foundations should be as loud as possible
about issues, grantees, and grantmaking approaches that move the work forward. I think
foundations should be extremely mouthy in an “it's not about us” kind of way”
COMMUNICATION LEADERPrivate Foundation
www.com-matters.orgwww.com-matters.org
Point of View
““I have frequently heard advocates ask us to
put our name on something, because policymakers find it easier to hear it from us.”
COMMUNICATION LEADERPrivate Foundation
www.com-matters.orgwww.com-matters.org
Point of View
““One of the things we have been thinking a lot
about lately is our voice. It's tricky trying to strike the right balance between authentic,
strategic, approachable, and visionary.”
PROGRAM LEADERPrivate Foundation
www.com-matters.orgwww.com-matters.org
Point of View
What “voice” do you use for your
communications?
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Point of View
Is your point of view cultivated or is it organic?
www.com-matters.orgwww.com-matters.org
Point of View
How is your message shaped by your
point of view?
www.com-matters.orgwww.com-matters.org
Messages
Messages
www.com-matters.org
www.com-matters.orgwww.com-matters.org
Messages
The best messages are those that align with an audience’s value system. They are simple, factual, and provocative.
Identify the values that sit at the core of the change you are seeking and zero in on them as crisply and succinctly as possible.
Give careful consideration to the visual design of your messages and the pictures you use to tell your story.
Successful messaging requires clarity and consistency. Good messages also must align with the interests and concerns most important to your audience.
www.com-matters.orgwww.com-matters.org
Messages
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Messages
20Number of times people need to hear a campaign message before it sinks in.
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Messages
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Messages
45Or above. The recommended Flesch score for better readability.
www.com-matters.orgwww.com-matters.org
Messages
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Messages
5.4MTotal number of foundation followers on Twitter (January 2013)
www.com-matters.orgwww.com-matters.org
Messages
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Messages
4.4MTotal number of Facebook likes for foundations (January 2013)
www.com-matters.orgwww.com-matters.org
Messages
““We communicate to reach policy makers. We
can have the best programs and policies in the world, but unless we translate them into
language that reaches policy makers and the public, we won’t be effective.”
EXECUTIVE LEADERNonprofit
www.com-matters.orgwww.com-matters.org
Messages
““When you say things in a clear, exciting,
engaging way, people listen to what you have to say. If we want people to respond to our
mission, we need to communicate that mission clearly.”
COMMUNICATION LEADERNonprofit
www.com-matters.orgwww.com-matters.org
Messages
““So many of the issues we work on are stuck because of the dominant narrative, and that doesn't change just by doing program work
that gets results. To leverage those results to create new narratives takes
strategic communication.”
COMMUNICATION LEADERPrivate Foundation
www.com-matters.orgwww.com-matters.org
Messages
How do you tie your messages to your values?
www.com-matters.orgwww.com-matters.org
Messages
What are examples of successful messages
you have used?
www.com-matters.orgwww.com-matters.org
Messages
What kind of visual messages do you use?
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Messengers
Messengers
www.com-matters.org
www.com-matters.orgwww.com-matters.org
Messengers
Cognitive science has demonstrated time and time again that what is being said can matter far less than who is saying it.
The key is to be intentional about choosing messengers who are viewed with trust, respect and the appropriate level of authority on your issue.
Choosing the right messenger is a critical step in every strategic communication effort. Without the right person delivering it, your message is just a nice set of words.
www.com-matters.orgwww.com-matters.org
Messengers
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Messengers
50,000Videos created and uploaded to the It Gets Better Project.
www.com-matters.orgwww.com-matters.org
Messengers
www.com-matters.org
Messengers
$112MRaised by the ALS Association in the Ice Bucket Challenge (as of September 2014).
www.com-matters.orgwww.com-matters.org
Messengers
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Messengers
71%Percentage of foundations using social media who have not developed a formal social media strategy.
www.com-matters.orgwww.com-matters.org
Messengers
““Though the foundation speaks to
what we're learning, we never wanted to be a soloist. Instead, we find ways to make sure that others can effectively "join the choir" and
use what we learn.”
PROGRAM LEADERPrivate Foundation
www.com-matters.orgwww.com-matters.org
Messengers
“ “We only achieve our goals through the efforts of others. We need to communicate
so that our goals and objectives are shared by others. If we can enlist others into our perspective, we have more of us working
toward our goals.”
EXECUTIVE LEADERPrivate Foundation
www.com-matters.orgwww.com-matters.org
Messengers
““We are working on integrating
communications into the grant cycle with communication capacity provided to our
grantees. Their reporting helps provide more stories, media outreach, and impactful outcomes for our internal and external
communication efforts.”
COMMUNICATION LEADERPrivate Foundation
www.com-matters.orgwww.com-matters.org
Messengers
Who are the right messengers for your
organization?
www.com-matters.orgwww.com-matters.org
Messengers
What is your social media
strategy?
www.com-matters.orgwww.com-matters.org
Messengers
Have your messengers changed over time?
www.com-matters.orgwww.com-matters.org
Channels
Channels
www.com-matters.org
www.com-matters.orgwww.com-matters.org
Channels
Earned media: Can you control how (or if) the story will be reported?
Paid media: Will it have the resonance and influence you need to best advance your goal?
Owned media: The price tag might be more appealing, but will these channels help you reach the decision makers you’ve identified as your key audience?
Your likelihood for success increases when you chose the right channel to deliver your message. Consider how you want your audience to receive and engage your communication.
www.com-matters.orgwww.com-matters.org
Channels
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Channels
87%Percentage of American adults who use the internet.
www.com-matters.orgwww.com-matters.org
Channels
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Channels
90%Percentage of American adults who have a cell phone. 58% have a smart phone.
www.com-matters.orgwww.com-matters.org
Channels
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Channels
74%Percentage of internet users who use social networks.
www.com-matters.orgwww.com-matters.org
Channels
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Channels
7thThe rank of annual reports as a source of information by engaged Americans.
www.com-matters.orgwww.com-matters.org
Channels
““Every year our board asks us why we aren't in
NYT or WSJ. The answer to that is easy. We work on systems change! There's nothing sexy
about changing systems. The story is in the work our grantees do.”
COMMUNICATION LEADERPrivate Foundation
www.com-matters.orgwww.com-matters.org
Channels
““I care more about the content and strategy of communication than the tools. I'm passionate
about seeing the communication field in philanthropy move away from a fascination
with the tools.”
COMMUNICATION LEADERPrivate Foundation
www.com-matters.orgwww.com-matters.org
Channels
How do you choose your communication
channels?
www.com-matters.orgwww.com-matters.org
Channels
What is your social media
strategy?
www.com-matters.orgwww.com-matters.org
Channels
How do you control your message in
different channels?