What happens when control of your nonprofit’s message (frankly, always an illusion) passes from your organization, and the traditional media, to your audiences? Well, you better figure it out quick, because it’s happened.
Most organizations I know have centered their communications strategy around a brand (whether defined as such, or not), expressed through a graphic identity and a narrative one — positioning and key messages. We’ve trained our leaders, staff members and base to keep on message, and ensured that our print and online content does so as well.
That’s the right way to start. But it’s only a start – now more than ever.
This radical change is all about decentralization, and about building real relationships, rather than trying to push your messages out. Here's how to do it.
P. S. Don't forget to enter the 2009 Nonprofit Tagline Awards today. Over 1,250 entries already in!