Description
Book SynopsisHow 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 a dedicated web site, 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 ContentsAbout the Author xi
Preface xiii
Chapter 1 Getting the Most Out of This Book 1
Intended Audiences 1
Strategic Communications Plan Framework 1
Structure of the Workbook 3
How to Use This Workbook 4
How to Use the Web Site 5
Readiness for Strategic Communications Planning 5
Chapter 2 Strategic Communications Planning Process 7
Why Strategic Communications Matters 8
Benefits of Strategic Communications Planning 8
Roles and Responsibilities in Strategic Communications Planning 9
Communications Action Team 11
Communications Audit Team 14
Crisis Communications Planning 16
Crisis Communications Team 17
Crisis Control Team 17
Take the Time, Make the Time 19
Chapter 3 Step One: Preparing to Plan: Essential Building Blocks 25
Strategic Communications Is Grounded in the Mission 26
Task One: Review the Organization’s Mission Statement 26
Task Two: Review the Organization’s Program Goals, Objectives, and Financial Priorities 29
Communications Audit 31
Purpose of the Communications Audit 33
Components of a Communications Audit 34
Conducting the Communications Audit: Methodology 34
Task One: Plan the Audit 34
Task Two: Conduct Interviews 35
Task Three: Inventory and Analysis 35
Task Four: Present Findings 37
Task Five: Conduct Additional Research (Optional) 38
Chapter 4 Step Two: Foundation of the Plan: The Situation Analysis 43
Internal Analysis 44
Organizational Culture 44
Administration 45
Programs 46
Human Resources 46
Infrastructure 46
Development 47
External Analysis 48
Demographic Forces 48
Economic Forces 49
Political Forces 49
Technological Forces 49
Social Forces 49
SWOT Analysis 50
Critical Community Partners and Stakeholders 53
Chapter 5 Step Three: Focusing the Plan: Target Audiences 65
Understand Your Audience 67
Demographic Information 69
Geographic Information 69
Psychographic Information 70
Leadership Potential 70
Profile Each Priority Audience 71
Research Your Audience 72
Media Review 72
Readership Surveys or Membership Questionnaires 72
Piggyback Surveys 72
Exit Interviews or Evaluation Surveys 72
Informal Discussions 73
Focus Group 73
Chapter 6 Step Four: Fostering Audience Support: Communications Objectives 77
The SMART Test 80
Cycle of the Communications Process 81
Create the Communications Objectives 82
Communications Objectives: Some Examples Using the Cycle of Communications 83
Chapter 7 Step Five: Promoting the Nonprofit Organization: Issue Frames and Message Development 87
Define the Key Themes 89
Message Frames 90
Media Role in Framing 91
Episodic and Thematic Frames 93
Conducting a Framing Analysis 93
Reframing 96
Reframing: Underage Drinking 97
Message Development 98
First Impressions 98
Organization Descriptions 99
Messages that Resonate 101
Building a Message Platform for the Organization 103
Chapter 8 Step Six: Advancing the Plan: Vehicles and Dissemination Strategies 113
Criteria for Selecting Strategies 113
Audience Responsiveness 113
The Organization’s Relationship to the Audience 114
How the Strategy or Vehicle Will Influence the Audience’s Perceptions 115
Controlling the Message 116
Effort to Implement 117
Budget Issues 118
Potential Uses with Other Audiences 119
Evaluating Existing and Potential Strategies for Meeting Communications Objectives 119
Case Study: Future Generations 120
Case Study: Planet 3000 124
Strategies and Vehicles to Meet Communications Objectives 127
Face-to-Face Meetings 127
Print 130
Electronic Communications 133
Audio Vehicles 136
Video 138
Web Sites 140
Strategic Use of Communications Vehicles 144
Alternative Media 145
Building a Comprehensive Portfolio of Communications Vehicles to Support the Communications Objectives 145
Chapter 9 Step Seven: Ensuring that the Plan Succeeds: Measurement and Evaluation 151
Performance Evaluation 151
Steps in the Evaluation Process 151
Concepts that Have Driven the Strategic Communications Process 152
Measuring Success in Achieving Communications Objectives 154
Tracking Communications Activities 154
Measuring Communications Impact 154
Evaluation Tools 155
Monitoring the Progress on Communications Objectives 157
Finalize the Report 157
Chapter 10 Pulling It All Together: Creating the Plan 161
Building the Communications Plan 161
Putting It All Together 162
Creating Organizational Ownership 164
Messages to Support the Communications Plan 165
Tips for Building Support 166
Building the Case for Sustainable Capacity 168
Money: If It Is a Good Idea, You Can Sell It 172
Income-Producing Possibilities 174
In-Kind Contributions 174
Strategic Communications Plan Template 177
Appendix 1 Planet 3000 Strategic Communications Worksheets 211
Appendix 2 Essential Communications Tools 249
Appendix 3 Elements of a Style Manual 253
Appendix 4 Expanding the Organization’s Coalitions and Partnerships 255
List of Worksheets 263
Suggested Resources 265
Index 267
