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The Pathways to Excellence workshop series is an outgrowth of The New York Community Trust Nonprofit Excellence Awards Program, managed by the Nonprofit Coordinating Committee of New York in collaboration with The Trust and The Clark Foundation. WYNC is the media sponsor.
Moderator: Joseph Taylor, Education and Training Manager, NPCC
Panelists:
Erica Lockwood, Director of Marketing and Communications at New York Cares
Amy Plotch, President at Sutnick Plotch Communications (2017 Selection Committee member)
Sonya Shields, Chief Officer for External Relations and Advancement at Brooklyn Community Services
Agenda 10:00 AM – 10:05 AM Welcome
10:05 AM – 10:20 AM Moderator and Panelist Remarks
10:20 AM – 11:20 AM Panel Discussion and Useful Tools & Resources
11:20 AM – 11:25 AM Peer Sharing
11:25 AM – 11:55 AM Q & A
11:55 AM – 12:00 PM Closing Remarks
Table of Contents
Organizational Profiles of Panelists…………………………………………………………...…….... 2-5
Nonprofit Excellence Awards: List of Past Winners ………………………………..………...……......6
Tips, Strategies, and Resources from Workshop Panelistso Brooklyn Community Services – Social Media Strategy…….....…………………..………7-11 o New York Cares - Tools………....…………………..……………………………………….12-15 o Sutnick Plotch – Tips…………………..……………...…………………..……………………..16
Notes Page……………………………….……..................................................................................17
Pathways to Excellence 1
ORGANIZATIONAL PROFILE
Brooklyn Community Services
2017 Gold Prize Winner for Overall Management
Excellence
Brooklyn Community Services’ mission is to empower at-risk children, youth and families, and adults
with mental illness or developmental disabilities to overcome the obstacles they face, as we strive to
ensure opportunity for all to learn, grow and contribute to ONE Brooklyn Community.
BCS is celebrating 150 years of service and impact in Brooklyn. Since its establishment in 1866 in
response to the plight of disabled Civil War veterans and homeless children, BCS has remained
committed to our community and has been on the front line of every major crisis that Brooklyn has
faced, from the influenza epidemic to the Great Depression to the September 11th tragedy to the
devastation of Superstorm Sandy. For 150 years, our purpose has been to serve our community.
Today, BCS is one of the longest serving nonprofit, non-sectarian social service providers in New
York City. BCS also seeks to increase public awareness of the impacts of poverty on individuals and
the community at-large. With over 25 sites around the borough, BCS serves approximately 18,000
people every year.
Brooklyn Community Services supports countless families at risk of separation; has supported and
stabilized people with psychiatric illnesses; helped adults with disabilities participate fully in the
community; enabled people to move from welfare to work; and offered guidance, education and
support to children and young adults. Services are offered in the following areas:
Early Childhood Education Workforce Development After-School Education Mental Health and Wellness Youth Development Services for People with Intellectual Disabilities Family Services
Examples of Excellence Identified by the 2017 Selection Committee:
Messaging is clearly connected to mission and uses community members and volunteers as a
way to amplify message and garner more support.
Focused on connecting with a Brooklyn audience (e.g. ONE Brooklyn, Brooklyn Stand Up,
Community Walks, and Spring Into Action campaigns).
o BCS is seen as outgrowth of the community and not a provider. It makes a huge
difference in message, staff commitment, and neighborhood involvement.
Effectively incorporate organizational values into messaging
o Website and stories illustrate the organization's stories in an effective way.
o Social media stands out for a local community based service organization.
Deliberate leveraging of the volunteer program and events as ambassadorship/marketing
opportunities to grow volunteer pool.
Pathways to Excellence 2
ORGANIZATIONAL PROFILE
New York Cares
2009 Winner for Overall Management Excellence
Founded in 1987, New York Cares meets pressing community needs by mobilizing caring New
Yorkers in volunteer service. A passion for serving New Yorkers in need through well-planned,
skillfully-executed, and thoroughly-evaluated volunteer programming underlies New York Cares’
management structure and practices at every level.
In the days before New York Cares, volunteering was unnecessarily complicated. The organization's
founders believed that individuals can make a real difference in improving NYC only if they have the
necessary tools, which are the same ones that enable the most successful businesses to achieve
scale and impact - planning, logistics, measurement, quality control, and customer relationship
management. New York Cares has infused volunteerism with business acumen to enable anyone
who volunteers through our programs to have an impact on New York City.
Volunteers devote their time and talents to improving education, to meeting immediate needs, and to
revitalizing public spaces.
Examples of Excellence Identified by the 2009 Selection Committee:
Communications department “acts like its own agency,” and is integrated into program and
development departments; consumes 5% of overall expenses while bringing in contributed
services equaling 20 times the value of investment; no advertising budget, yet capitalizes on
pro-bono advertising (in-kind donations from media partners & buyers valued at $4.9 million)
Annual Communications Plan rolled into overall Strategic Plan with goals and metrics for each
level (volunteers, donors, annual events, special events, branding and other stakeholders);
includes communications calendar and involves internal and external planning process
Uses electronic media thoroughly to reach volunteer and general audiences: email by
constituency; social media for building community; microsites (e.g. Serve-a-thon fundraising);
database that uses real-time data and integrates into workflow; website (98% of volunteers
communicate by the website)
Strong Brand Management
o Very strong staff awareness/understanding of organizational positioning and messaging
o Recognized need to adjust brand promotion when it was discovered that the annual
Coat Drive was seen as the brand
o After pro-bono brand review, created benchmarks, new logo, and tagline; instituted
more sample success stories around volunteering
Tracks fundraising and volunteer recruitment related to PR coverage, advertising and website
usage
Uses special “Moves Management” process to communicate with individual donors
Pathways to Excellence 3
Internal communications are open, transparent and consistent: formal training process for new
staff; regular board and staff meetings; annual Vital Statistics document, a collection of program
accomplishments and organizational statistics shared with staff and Board to ensure consistent
communication with external audiences; talking points developed for all major events;
coaching/training for spokespeople; new interdepartmental PR workgroup
Pathways to Excellence 4
Sutnick Plotch Communications
At Sutnick Plotch Communications we help nonprofits and foundations build awareness, improve their bottom lines and make the world a better place.
We combine a passion for doing good with well-honed skills in public relations, strategic communications and branding. We know how to make complex information easy to understand and how to leverage stories to change hearts and minds.
Amy Sutnick Plotch is a creative strategist, entrepreneurial thinker and committed do-gooder. With a focus on achieving the goals of each client, she designs communications campaigns, develops and tests messages and rolls up her sleeves to do what it takes to succeed. Amy brings decades of experience directing both national campaigns and local initiatives. She draws upon a network of talented communications professionals to bring on board teams with specific skills to match each project.
Under Amy’s leadership, Sutnick Plotch Communications has developed communications and advocacy campaigns for dozens of nonprofits. Recent clients include North Star Fund, the Edna McConnell Clark Foundation, and The Opportunity Network. Amy has also taught strategic communications at NYU's Robert F. Wagner Graduate School of Public Service.
Sutnick Plotch Communications offers the full spectrum of integrated communications services.
Communications Planning
Thought Leadership
Online and Print Communications
Media Relations
Branding
Coaching and Training
Amy Sutnick-Plotch 17 Bancroft Pl Fair Lawn, NJ 07410
Pathways to Excellence 5
New York Community Trust Nonprofit Excellence Awards
35 Winning Organizations 2007 - 2017
America Needs You, 2015 Winner
BRC, 2015 Winner
Brooklyn Community Services, 2017 Winner
BronxWorks, 2013 Winner
Center for Urban Community Services, 2007 Winner
City Harvest, 2011 Winner
Children’s Aid, 2017 Winner
Community Health Action of Staten Island, 2008 Winner
CSH, 2013 Winner
Families United for Racial and Economic Equality, 2007 Winner
GMHC, 2017 Winner
God’s Love We Deliver, 2010 Winner
Good Shepherd Services, 2007 Winner
Graham Windham, 2014 Winner
Groundwork, Inc., 2009 Winner
Harlem Academy, 2011 Winner
Harlem RBI, 2009 and 2012 Winner
Ifetayo Cultural Arts, 2008 Winner
Institute for Family Health, 2008 Winner
Jewish Board of Family and Children’s Services, 2016 Winner
Leake & Watts, 2014 Winner
Neighbors Link, 2016 Winner
Neighborhood Economic Development Advocacy Project, 2009 Winner
New York Cares, 2009 Winner
New York Common Pantry, 2015 Winner
New York Lawyers for the Public Interest, 2010 Winner
Open Door Family Medical Centers, 2012 Winner
Per Scholas, 2016 Winner
Red Hook Initiative, 2012 Winner
Row New York, 2014 Winner
Sadie Nash Leadership Project, 2010 Winner
Sanctuary for Families, 2011 Winner
The Children’s Village, 2013 Winner
Vera Institute of Justice, 2009 Winner
WITNESS, 2007 WinnerPathways to Excellence 6
SOC
IAL M
EDIA
STR
ATE
GIE
SC
REA
TIN
G P
ART
NER
SHIP
S &
CO
NV
ERSA
TIO
N T
HA
T IN
SPIR
E A
CTI
ON
BC
S us
es F
aceb
ook,
Tw
itter
, Ins
tagr
am a
nd L
inke
dIn.
BC
S us
es s
ocia
l med
ia p
latfo
rms
on a
vera
ge 3
to 5
tim
es p
er w
eek.
INTE
RNAL
CO
MM
UNIC
ATIO
N:
•En
gage
the
entir
e or
gani
zatio
n ab
out t
he p
ower
and
impa
ct o
f soc
ial m
edia
as
an im
port
ant t
ool t
oed
ucat
e pe
ople
abo
ut y
our w
ork
and
way
s to
get
invo
lved
. Th
is p
roce
ss is
ong
oing
.•
Educ
ate
the
staff
on
the
impo
rtan
ce o
f tak
ing
qual
ity p
hoto
s of
pro
gram
mat
ic w
ork
and
shar
ing
them
with
who
han
dles
soc
ial m
edia
.•
Coo
rdin
ate
oppo
rtun
ities
to h
ighl
ight
pro
gram
act
iviti
es a
nd e
vent
s th
roug
h ph
otos
and
vid
eo.
SOC
IAL M
EDIA
EXE
CUT
ION
: •
Cre
ate
a so
cial
med
ia c
ampa
ign
stra
tegy
and
tim
elin
e fo
r eac
h m
onth
and
mak
e ne
cess
ary
twea
ks e
ach
wee
k.•
Util
ize
qual
ity p
hoto
s an
d in
spiri
ng v
ideo
con
tent
on
all s
ocia
l med
ia p
latfo
rms.
•En
sure
that
pho
tos
tell
a st
ory
and
that
vid
eos
will
hol
d yo
ur fo
llow
er’s
atte
ntio
n an
d en
gage
new
follo
wer
s.•
Take
you
r tim
e w
ith w
ritin
g co
py fo
r soc
ial p
osts
that
do
mor
e th
an “r
epor
t.” P
osts
sho
uld
enga
ge th
e re
ader
by te
lling
a s
tory
.•
The
first
few
wor
ds o
f pos
ts s
houl
d be
inte
rest
ing
and
clev
er to
hel
p pu
ll in
the
read
er.
•C
reat
ing
part
ners
hips
mea
ns h
ighl
ight
ing
peop
le o
utsi
de o
f the
org
aniz
atio
n th
at y
ou w
ork
with
and
tagg
ing
them
and
thei
r col
leag
ues,
com
pani
es o
r org
aniz
atio
n.•
Cre
atin
g pa
rtne
rshi
ps m
eans
usi
ng la
ngua
ge th
at te
lls y
our a
udie
nce
that
you
wor
k w
ith th
e co
mm
unity
toac
com
plis
h yo
ur m
issi
on a
nd w
ork
and
you
wan
t you
r fol
low
ers
to p
artn
er w
ith y
ou.
•U
tiliz
e ha
shta
gs --
it’s
an im
port
ant w
ay fo
r you
r org
aniz
atio
n to
get
mor
e fo
llow
ers.
It a
lso
com
mun
icat
es to
follo
wer
s yo
ur o
rgan
izat
ion’
s va
lues
, vis
ion,
mis
sion
, wor
k an
d go
als.
It c
omm
unic
ates
wha
t you
car
e ab
out.
•Ta
g pe
ople
, com
pani
es a
nd o
rgan
izat
ions
-- w
hoev
er y
ou a
re h
ighl
ight
ing
in th
e po
st m
ake
sure
to ta
g th
em.
•Bo
ostin
g --
spe
nd a
littl
e m
oney
to re
ach
a bi
gger
aud
ienc
e an
d gr
ow y
our s
ocia
l med
ia p
latfo
rms.
Spe
ndin
gev
en $
10 to
$20
will
go
a lo
ng w
ay to
incr
ease
you
r “lik
es” a
nd fo
llow
ers.
Whe
n yo
u ha
ve a
n im
port
ant
initi
ativ
e to
pos
t -- s
pend
a b
it m
ore
and
it w
ill m
ake
a bi
gger
impa
ct.
Path
way
s to
Exc
elle
nce
7
EVEN
TS ON
E B
K U
NIT
E Po
st fr
om A
ugus
t 15,
201
7 (O
rgan
ic):
Face
book
– R
each
: 540
, Clic
ks: 4
, Rea
ctio
ns, C
omm
ents
, Sha
res:
3In
stag
ram
– R
each
: 425
, Lik
es: 3
1Tw
itter
– Im
pres
sion
s: 6
42
ON
E B
K S
ocia
l Vid
eo P
ost
from
Sep
t. 8,
201
7 (P
rom
oted
):
Fac
eboo
k –
Reac
h: 3
,300
, Clic
ks: 1
34, R
eact
ions
, Com
men
ts, S
hare
s: 12
2 In
stag
ram
– R
each
: 2,6
00, E
ngag
emen
t: 21
8, C
lick
to W
ebsi
te: 3
9
Path
way
s to
Exc
elle
nce
8
EVEN
TS 150
Gal
a Fo
llow
Up
Post
June
13, 2
017
(Pro
mot
ed):
Face
book
– R
each
: 8,3
00, C
licks
: 20,
Rea
ctio
ns, C
omm
ents
, Sha
res:
10
Inst
agra
m –
Rea
ch: 4
51, E
ngag
emen
ts: 2
7, Li
kes:
165
BC
S 15
0 Fi
nale
Tic
ket P
rom
otio
n Po
st M
ay 2
8, 2
017
(Org
anic
):
Face
book
– R
each
: 899
, Clic
ks: 3
, Rea
ctio
ns, C
omm
ents
, Sha
res:
4In
stag
ram
– R
each
: 299
, Eng
agem
ents
: 18,
Lik
es: 1
8
Path
way
s to
Exc
elle
nce
9
CO
MM
UNIT
Y EN
GA
GM
ENT
Vol
unte
er w
ith S
prin
g In
to A
ctio
n Po
st F
eb 15
, 201
8 (O
rgan
ic):
F
aceb
ook
– Re
ach:
206
, Clic
ks: 4
, Rea
ctio
ns, C
omm
ents
Sha
res:
12
Inst
agra
m –
Rea
ch: 1
,173,
Eng
agem
ent:
18, C
lick
to V
isit
Web
site
: 6
Tw
itter
– Im
pres
sion
s: 12
4 L
inke
dIn
– Im
pres
sion
s: 18
8
You
Tube
Rec
ruitm
ent P
ost S
ept.
27, 2
017
(Pro
mot
ed):
F
aceb
ook
– Re
ach:
2,2
00, C
licks
: 24,
Rea
ctio
ns, C
omm
ents
, Sha
res:
8 In
stag
ram
– R
each
: 2,11
3, E
ngag
emen
ts: 7
5, C
lick
to W
ebsi
te: 1
4, L
ikes
: 106
Tw
itter
– Im
pres
sion
s: 3
18 L
inke
dIn
– Re
ach:
178
Path
way
s to
Exc
elle
nce
10
CA
MPA
IGN
S
ON
E B
rook
lyn
Com
mun
ity P
ost S
ept.
14, 2
017
(Org
anic
):Fa
cebo
ok –
Rea
ch: 2
35, C
licks
: 10,
Rea
ctio
ns, C
omm
ents
, Sha
res:
11In
stag
ram
– R
each
: 2,8
17, E
ngag
emen
ts: 6
1, C
licks
to W
ebsi
te: 3
, Lik
es: 5
1Tw
itter
– Im
pres
sion
s: 1,
609,
Eng
agem
ents
: 19,
Lik
es: 3
, Ret
wee
ts: 2
, Pro
file
Clic
ks: 2
ON
E B
rook
lyn
Com
mun
ity P
artn
ers
Post
Feb
. 12,
201
8 (P
rom
oted
):Fa
cebo
ok -
Reac
h: 5
,300
, Clic
ks: 6
0, R
eact
ions
, Com
men
ts S
hare
s: 17
Inst
agra
m –
Rea
ch: 1
,047
, Lik
es: 1
99, C
licks
to V
isit
Prof
ile: 5
, Com
men
ts: 4
Twitt
er –
Impr
essi
ons:
376
Link
edIn
– R
each
: 239
Path
way
s to
Exc
elle
nce
11
Tools or templates used in the organization that might be helpful to
others
Platforms
Social Media
o Hootsuite: hootsuite.com
o Tweetdeck: tweetdeck.twitter.com
E-Marketing
o Mailchimp: mailchimp.com
Search Engine Optimization
o Whole Whale: wholewhale.com/tips
o Google Analytics: google.com/analytics
o Google Adwords: adwords.google.com/home
Internal Documents
Communications Brief (see below)
o Provided to other departments as a guideline on how to think through their
campaigns from a Communications perspective.
Brand Voice Guide (see below)
o Provided to all staff as a way to create consistency around our brand voice and
all communications sent out across the organization.
Pathways to Excellence 12
Pathways to Excellence 13
Pathways to Excellence 14
Pathways to Excellence 15
Tips from Sutnick Plotch Communications
Start by thinking about your audience. Who do you want to communicate with? What
action do you want them to take? Where can you find them online? Choose the platform
where you can best connect with your target audience. For example, journalists tend to be
heavy Twitter users while young people gravitate to Instagram and Snapchat. Instituting a
social media program is time consuming; put your resources into the social media
platform that will advance your goals.
Listen as much as you talk. Social media is a great place to start a conversation. You
can use it to learn as well as to share ideas and information. Feel free to pose questions,
share your opinions, and respond to others. Use a conversational tone that feels like a
dialogue not a white paper. Build relationships by complimenting people for great posts,
thanking them for sharing useful information, or raising questions. Be authentic not self-
promotional. I always ask people to think about what they want to contribute to the
conversation, as well as what they want to get out of it.
Amy Sutnick-Plotch 17 Bancroft Pl Fair Lawn, NJ 07410
Pathways to Excellence 16
Workshop Notes:
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Pathways to Excellence 17
