Communicating Within, Through and About Your Organization

Carol Stabler

The Meadows Foundation

or . . .

“If we don’t tell our story,

someone else will.”

TodayWhy we’re here, what we hope to

achieve:

Why should nonprofits communicate? What do we need to communicate? Who are our audiences? Who are the messengers? What are the messages? What are the communication tactics? Scenarios Q&A

Communication

delivering a messagefrom a senderto an audience

through a medium

Why Communicate?

Building a goodwill bank

Being visible and transparent

Raising public awareness

Influencing public opinion Increasing donor base

Why Communicate?The State of the Industry

Over 2 million registered nonprofits in U.S totaling $934 billion in revenues

9% of working Americans are employed in the nonprofit sector

More target-specific in our missions More professionals are in the field Increased demand for accountability

and transparency More diverse in staff and nature

What to Communicate

Define your communication goals

Know what success will look like

Be “strategic”

Context

- Internally -What are the hopes, expectations and realities?

- Externally - What’s happening outside the organization that may have an impact?

Audiences

What’s known about audiences – What are their beliefs and values? How do they get their information? What’s the best way to reach them?

The more clearly you define your audience, the more strategic you can be about reaching them

Audiences

Internal audiences: Staff Volunteers Board Donors Champions

Audiences

External audiences: Potential donors Community leaders Foundations Other funders Policy makers Media

MessengersWhose voice is it?

President Board Chair Beneficiary of services Champion

Messages

Messages are NOT: Mission statements Policy agendas Informational Complex Evergreen

Messages

Messages ARE: Audience specific Focused Compelling Simple Persuasive

Medium/Tactics

- Effectiveness -

When you get in front of your key audience, are you getting their attention and moving toward your goal?

- Efficiency -

Are you spending your energy reaching key audiences and not wasting effort on others?

Medium/Tactics

Internal Tactics: Meetings E-mail Memos Corridor talk Grapevine Extranet Bulletin Board

Medium/Tactics

External Tactics: Letters/E-mail Publications (annual reports,

newsletters, papers) Special events Website Meetings Media Speakers Bureaus IRS Form 990

Earned Media

FIRST – Determine if it’s news Pitching stories Editorial board visits News releases News conferences Op-eds Letters to the editor

The Press Release

The five W’s Media Advisory Full Release Format

Hard copy, fax and/or email

Follow Up Lists

Getting It Right

Whose voice is it? What’s the message? Responding to media

inquiries Helping others tell your story

Getting Started Determine whether to operate in-

house or outsource the services Develop a position description for a

chief communications officer Develop a strategic communications

plan Develop a crisis communications plan Establish a media protocol Establish a media database Integrate communication into all

aspects of your operations

Congressional Attention

“What society wants and has a right to expect from

nonprofits is that we use our resources wisely and

judiciously.”

Mission Statement:

While an occasional disinclination to exercise is exhibited by all age groups, the likelihood of positive health outcomes make even mildly strenuous physical activity all the more imperative.

If written by a nonprofit executive

Mission Statement:

Just Do It!

If written by a communications specialist

Communication Help Line

Carol A. StablerDirector of CommunicationsThe Meadows Foundation3003 Swiss AvenueDallas, Texas 75204-6049214-826-9431 ext. 8114cstabler@mfi.org