Every nonprofit communicator worth her salt works from this lens: Where does our organization’s passion and impact intersect with the needs, interests and desires of our network? Making that connection is the key to engaging your base. Without it, you’re like the proverbial two ships passing in the night.
Now there’s a great new resource to help you find that point of connection. Marketing innovator Seth Godin, who is constantly proposing new and often provocative ways of looking at the world, asked 50+ creative thinkers to craft a brief essay on the single word that matters most to them, right now. What Matters Now, available as a free download, is the result.
Elizabeth Gilbert writes on ease, nonprofit marketer extraordinaire Mark Rovner covers timeless (principles) of effective communications, and Chip and Dan Heath, authors of Making it Stick, dig into change. These are just of few of the perspectives you’ll gain in investing the hour or so it takes to devour What Matters Now.
Read this e-book today for the insight and inspiration you’ll need to make these critical connections in 2010.
P.S. Seth’s compilation and release of this e-book is a great example of building engagement. He invested his time and effort to ask 50+ friends to contribute their points of view, edited and released the book, and is now promoting it to his own enormous following. But he’s not alone. He has 50+ well-connected colleagues, each of whom has her own set of relationships, who are doing the same. And so on, and so on….
P.S. Learn how to craft a compelling story for your org in 8 words or less. Download the free 2009 Nonprofit Tagline Report, filled with must-dos, don’t dos, case studies and 2,500+ nonprofit tagline examples!
Nancy Schwartz on December 14, 2009 in Fresh Takes, Internal Communications, Strategy
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Tags:Elizabeth Gilbert, Getting Attention, Mark Rover, Nancy E. Schwartz, Nancy Schwartz, Nonprofit Communications, nonprofit marketing, Seth Godin, tagline, What Matters Now
Q: I'm developing a communications plan for a client, but it's not focused on reaching the media (as many plans are). This is about generating visibility internally at a large institution.
I have meetings scheduled with key members of the institution to collect ideas, but I'm hoping you'll share your ideas on core elements for a plan to communicate within a complex environment.
My instinct is to consider messaging, audiences, media, resources required, measurements of success. What am I missing?
Thanks,
–Noelle, Communications Consultant
A: Dear Noelle,
Great question and good you're asking now, before you dive in.
You've made a great start with your list. But include these additions and clarifications:
- Goals — What you're trying to achieve
- Measurable objectives — What tangible outcomes will indicate campaign success or need for fine-tuning
- For Audiences — Who you have to engage to meet your goals
- Strategies (rather than media) — Building awareness or engagement, or motivating action, and channels that lead there (likely to include building buy-in and training for any internal communications work)
- Tactical work plan — What gets done when
- Roles and responsibilities — Who does what. You'll want to build a team of messengers throughout the organization, way beyond you and your client there.
- Budget
- Evaluation and campaign revision
Let me know how the planning goes, Noelle, and what the outcome is.
Best of luck,
Nancy
P.S. The right messaging is critical to the success of every internal or external communications campaign! Download the free Nonprofit Tagline Report for must-dos, don't dos, case studies and 1,000+ nonprofit tagline examples!
Nancy Schwartz on May 5, 2009 in Internal Communications, Nonprofit Communications, Planning and Evaluation, ask nancy
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Tags:ask nancy, Getting Attention, Internal Communications, Nancy E. Schwartz, Nancy Schwartz, Nonprofit Communications, nonprofit marketing
Every nonprofit communicator worth her salt works from this lens: Where does our organization’s passion and impact intersect with the needs, interests and desires of our network? Making that connection is the key to engaging your base. Without it, you’re like the proverbial two ships passing in the night.
