Strategic Communications for Nonprofit Organization: Seven Steps to Creating a Successful Plan, 2nd Edition

by Sally J. Patterson; Janel M. Radtke

• ISBN13: 9780470442715
• ISBN10: 0470442719
• Format: eBook
• Copyright: 2009-02-01
• Publisher: Wiley

Summary

How a nonprofit s strategic communications department defines its issues and policies determines whether the public views it as an effective organization. Strategic Communications for Nonprofit Organizations, Second Edition supports nonprofits in using their resources most effectively. The Second Edition includes an accompanying CD-ROM, equipping professionals with the worksheets, forms, surveys, and self-assessment tools needed to create a total communications plan. Plus, the book s step-by-step instructions demonstrate nonprofit communications strategies that work. Practical and clear, this in-the-trenches book provides nonprofit CEOs with expert insights to achieve their mission.

Table of Contents

About the Author

Preface

Getting the Most Out of This Book

Intended Audiences

Strategic Communications Plan Framework

Structure of the Workbook

How to Use This Workbook

How to Use the Web Site

Readiness for Strategic Communications Planning

Strategic Communications Planning Process

Why Strategic Communications Matters

Benefits of Strategic Communications Planning

Roles and Responsibilities in Strategic Communications Planning

Communications Action Team

Communications Audit Team

Crisis Communications Planning

Crisis Communications Team

Crisis Control Team

Take the Time, Make the Time

Step One: Preparing to Plan: Essential Building Blocks

Strategic Communications Is Grounded in the Mission

Task One: Review the Organization's Mission Statement

Task Two: Review the Organization's Program Goals, Objectives, and Financial Priorities

Communications Audit

Purpose of the Communications Audit

Components of a Communications Audit

Conducting the Communications Audit: Methodology

Task One: Plan the Audit

Task Two: Conduct Interviews

Task Three: Inventory and Analysis

Task Four: Present Findings

Task Five: Conduct Additional Research (Optional)

Step Two: Foundation of the Plan: The Situation Analysis

Internal Analysis

Organizational Culture

Administration

Programs

Human Resources

Infrastructure

Development

External Analysis

Demographic Forces

Economic Forces

Political Forces

Technological Forces

Social Forces

SWOT Analysis

Critical Community Partners and Stakeholders

Step Three: Focusing the Plan: Target Audiences

Understand Your Audience

Demographic Information

Geographic Information

Psychographic Information

Leadership Potential

Profile Each Priority Audience

Research Your Audience

Media Review

Readership Surveys or Membership Questionnaires

Piggyback Surveys

Exit Interviews or Evaluation Surveys

Informal Discussions

Focus Group

Step Four: Fostering Audience Support: Communications Objectives

The SMART Test

Cycle of the Communications Process

Create the Communications Objectives

Communications Objectives: Some Examples Using the Cycle of Communications

Step Five: Promoting the Nonprofit Organization: Issue Frames and Message Development

Define the Key Themes

Message Frames

Media Role in Framing

Episodic and Thematic Frames

Conducting a Framing Analysis

Reframing

Reframing: Underage Drinking

Message Development

First Impressions

Organization Descriptions

Messages that Resonate

Building a Message Platform for the Organization

Step Six: Advancing the Plan: Vehicles and Dissemination Strategies

Criteria for Selecting Strategies

Audience Responsiveness

The Organization's Relationship to the Audience

How the Strategy or Vehicle Will Influence the Audience's Perceptions

Controlling the Message

Effort to Implement

Budget Issues

Potential Uses with Other Audiences

Evaluating Existing and Potential Strategies for Meeting Communications Objectives

Case Study: Future Generations

Case Study: Planet 3000

Strategies and Vehicles to Meet Communications Objectives

Face-to-Face Meetings

Print

Electronic Communications

Audio Vehicles

Video

Web Sites

Strategic Use of Communications Vehicles

Alternative Media

Building a Comprehensive Portfolio of Communications Vehicles to Support the Communications Objectives

Step Seven: Ensuring that the Plan Succeeds: Measurement and Evaluation

Performance Evaluation

Steps in the Evaluation Process

Concepts that Have Driven the Strategic Communications Process

Measuring Success in Achieving Communications Objectives

Tracking Communications Activities

Measuring Communications Impact

Evaluation Tools

Monitoring the Progress on Communications Objectives

Finalize the Report

Pulling It All Together: Creating the Plan

Building the Communications Plan

Putting It All Together

Creating Organizational Ownership

Messages to Support the Communications Plan

Tips for Building Support

Building the Case for Sustainable Capacity

Money: If It Is a Good Idea, You Can Sell It

Income-Producing Possibilities

In-Kind Contributions

Strategic Communications Plan Template

Planet 3000 Strategic Communications Worksheets

Essential Communications Tools

Elements of a Style Manual

Expanding the Organization's Coalitions and Partnerships

List of Worksheets

Suggested Resources

Index

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