how to write a nonprofit communications plan · (kittens and puppies of washington) dedicated to...
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How to Write A Nonprofit Communications PlanBY ALLISON CARNEYSHERWOOD TRUST TRAINING 1/17/18
About Me
About Me
My Objective Today
To enable you to create a communications plan that supports your organizational objectives
Why Plan?
Competing priorities
Calendar through the year
Alignment of people, resources, and partnerships
Strategic Plan Poll
Do you have a strategic plan?
My graduate degree in 3 bullet points
Audience
How to reach them and inspire them to take action
Objective
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
Animal Shelter Nonprofit: K.A.P.O.W
K.A.P.O.W.(Kittens and Puppies of Washington)Dedicated to interspecies cooperation in the Evergreen State.
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
Objective definition
Rule 1: Requires action from your audience
Rule 2: Can be measured
Quiz!
No!This is not measurable and there is no action required from
the audience.
Objective: To raise awareness for our nonprofit
Quiz!
Objective:To increase affordable housing funding in
King County by 10%Yes!
It is measurable and requires action from voters or legislators
Possible Communications Objectives
Vote Pass legislation Recruit volunteers Recruit board members Launch a new program More clients in the door
K.A.P.O.W Objectives
Recruit 100 more volunteers
Objective Audience Message
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
Audience definition
Whoever needs to move their arms or legs to achieve your objectives
K.A.P.O.W Audiences
100 more volunteers: Local college students
Objective Audience Message
Audiences Examples
College students
Local parents
Your clients
Partner organizations
Council members
Local seniors
Small business owners
PTA members
Your volunteers
Expectant mothers
Middle schoolers
Lapsed donors
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
It’s not about what you want them to know.
It’s about what they want.
Message
Their self-interest
The action you want them to
take
MessageYour message!
K.A.P.O.W. Message: College Students
Credit for schoolResume builder
Playing with dogs
Volunteer atThe shelter
Objective Self-interest
K.A.P.O.W. Message: College Students
Cuddle dogs, gain hands-on work experience, and
make a difference. Volunteer with K.A.P.O.W.
A note before we get any further…
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
EvaluationMonthly reports:Quantitative (social media growth, click through rate, website visitors)Qualitative (connections made, important recognition, etc.)Lessons learnedEnd of the year, measure if you achieved your goals
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
Channels
Affinity groups Advocacy newsletters Instagram Snapchat E-mail newsletter Political meetings
Facebook groups PTA meetings College campuses Public radio Seattle Times Chamber of commerce
K.A.P.O.W ChannelsChannel Content Calendar Plan
Local college students: flyers on campus, career center, social media, campus animal rights group
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
Content
Blogs Direct mail Newsletter Infographics Flyers
Social media posts
Webpages
E-blasts
Postcards
Articles
Promotional products
Brochures
Whitepapers
Ads
Videos
K.A.P.O.W ContentChannel Content Calendar Plan
Local college students: Blogs, flyers, social media posts, video about volunteers
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
Calendar
Events
Giving days
End of Year Appeal Holidays
Awareness Days
Beginnings of semesters
Summer Thanksgiving Tax season
K.A.P.O.W Calendar
Channel Content Calendar Plan
Local college students: Beginning of semesters, volunteer appreciation week, Puppy Mill Awareness Week
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
K.A.P.O.W PlanChannel Content Calendar Plan
Apr May Jun Jul Aug Sept $$
Talk to programs about volunteer needs 20 -
Design and print banner to have behind table 15 $150
Send e-mail to list about upcoming fair 1
Update webpage with volunteering info 15 -
Create and print flyer for upcoming opp’tys 15 $30
Internship fair at local college 10
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
@AHCARNEY | #NPCOMMS
Special Discount to Trainees!
Communications AuditA professional, written analysis of all digital properties (website, social media, etc.) and printed materials
What you get:Learn what’s working wellPrioritize opportunities to improveMake the case for investment
Normally$1,000
For trainees$500
