STRATEGIC COMMUNICATIONS FOR NONPROFITS Reggie Woolery, Arts4Good
STRATEGIC COMMUNICATIONS FOR NONPROFITSReggie Woolery, Arts4Good
Strategic Communications for Nonprofits
Design for Good
Bringing together design professionals and nonprofits to amplify their missions and causes.
Strategic Communications for Nonprofits
Workshop time: 9:00am – 12:00noon
Why Communications? Terms + overview (1hr)
Writing a Strategic Communications Plan (1hr)
Revisions: Individuals and Groups (1hr)
Strategic Communications for Nonprofits
Why Strategic Communications Planning?
Strategic Communications for Nonprofits
Why Strategic Communications Planning?
Answer. To Manage Complex Change.
Strategic Communications for Nonprofits
Strategic Communications for Nonprofits
Strategic Communications for Nonprofits
Strategic Communications for Nonprofits
Strategic Communications for Nonprofits
Strategic Communications for Nonprofits
Strategic Communications for Nonprofits
Speaking with Authority and Authenticity
Strategic Communications for Nonprofits
Speaking with Authority and Authenticity
Authority (expert at stewarding resources)
Strategic Communications for Nonprofits
Speaking with Authority and Authenticity
Authority (expert at stewarding resources)
1. DO what is best for the people (CAUSE)
Strategic Communications for Nonprofits
Speaking with Authority and Authenticity
Authority (expert at stewarding resources)
1. DO what is best for the people (CAUSE)
2. KNOW what is best for the people (RESEARCH)
Strategic Communications for Nonprofits
Speaking with Authority and Authenticity
Authority (expert at stewarding resources)
1. DO what is best for the people (CAUSE)
2. KNOW what is best for the people (RESEARCH)
3. SAY what is best for the people (ADVOCACY)
Strategic Communications for Nonprofits
Speaking with Authority and Authenticity
Authority (expert at stewarding resources)
1. DO what is best for the people (CAUSE)
2. KNOW what is best for the people (RESEARCH)
3. SAY what is best for the people (ADVOCACY)
4. TEACHING what is best for the people (TRAIN)
Strategic Communications for Nonprofits
Speaking with Authority and Authenticity
Authenticity (expert at relationship building)
Strategic Communications for Nonprofits
Speaking with Authority and Authenticity
Authenticity (expert at relationship building)
1. CARE shown for underserved people and places
Strategic Communications for Nonprofits
Speaking with Authority and Authenticity
Authenticity (expert at relationship building)
1. CARE shown for underserved people and places
2. SUPPORT efforts + campaigns to end poverty
Strategic Communications for Nonprofits
Speaking with Authority and Authenticity
Authenticity (expert at relationship building)
1. CARE shown for underserved people and places
2. SUPPORT efforts + campaigns to end poverty
3. CONNECT in collaboration and partnership
Strategic Communications for Nonprofits
Speaking with Authority and Authenticity
Authenticity (expert at relationship building)
1. CARE shown for underserved people and places
2. SUPPORT efforts + campaigns to end poverty
3. CONNECT in collaboration and partnership
4. GENUINE stories and testimonials from clients
Strategic Communications for Nonprofits
What are the Connections between Authority (strategic business objectives) and Authenticity (strategic communications aims)?
Strategic Communications for Nonprofits
What are the Connections between Authority (strategic business objectives) and Authenticity (strategic communications aims)?
Exemplar #1: San Marino Schools
Foundation
Strategic Communications for Nonprofits
Exemplar #1: San Marino Schools Foundation
Strategic Communications for Nonprofits
Why Branding and Communications?
Strategic Communications for Nonprofits
Why Branding and Communications?
Exemplar #2: Share Our Strength Opinion article: Reaping Rewards from
Doing the Unexpected by Bill Shore, in Philanthropy
Strategic Communications for Nonprofits
Why Branding and Communications?
“What has always been most expected of us is helping to feed hungry kids. That’s or highest priority.
But scaling efforts to reach as many of those hungry children as possible required doing what was least expected of us: investing funds in building the brand of our No Kid Hungry campaign – precisely the kinds of expenditures in marketing, communications, and promotions that give donors pause and may mean feeding fewer people in the short term.”
Strategic Communications for Nonprofits
Why Branding and Communications?
“Our board of directors understood that like most enterprises, whether profit or nonprofit, brand building was not our expertise. They urged us to spend money we did not have to hire a branding and communications firm.
Though that seems counter to the more conservative approach one might expect from a traditional board, our board of businesspeople believed if you had a story to tell, a story that could help more children, you had an almost moral obligation to tell it.”
Strategic Communications for Nonprofits
Why Branding and Communications?
“A brand is a promise to one’s customers that your values are what you say they are and that they are reflected in everything you do. Instead of brand building by nonprofits being greeted with skepticism, one would think this would be even more important in a sector in which stakeholders wish for but lack standard measurements as results.”
Strategic Communications for Nonprofits
Communications Planning and Assessment
Strategic Communications for Nonprofits
Communications Planning and Assessment
a. Communications Platforms flowchart
Strategic Communications for Nonprofits
Strategic Communications for Nonprofits
Communications Planning and Assessment
a. Communications Platforms flowchartb. Website Re-design and Calls-to-Action
Strategic Communications for Nonprofits
Strategic Communications for Nonprofits
Communications Planning and Assessment
a. Communications Platforms flowchartb. Website Re-design and Calls-to-Actionc. Branding Self-Evaluation Rubric
Strategic Communications for Nonprofits
Strategic Communications for Nonprofits
Communications Planning and Assessment
a. Communications Platforms flowchartb. Website Re-design and Calls-to-Actionc. Branding Self-Evaluation Rubricd. Strategic Communications Plan
Strategic Communications for Nonprofits
Strategic Communications for Nonprofits
Plan Revisions and Sharing Ideas
Strategic Communications for Nonprofits
Summary: Q + A
Strategic Communications for Non-Profits
Reggie Woolery, Arts4Good web: Arts4Good.net ph: 909.234.4782 em: [email protected] em: [email protected] Tw: arts4_good Insta: arts4good