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Slide deck from 12/15/11 presentation of "Choosing the Right Communications Mix" by Andrea Berry of Idealware.
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Choosing the Right Communications Mix
December 2011
Introductions
Andrea BerryDirector of Partnerships
and Learning
Idealware
And on the chat…
Laura Quinn
www.idealware.org
Resources and Services From Idealware
Online seminars and courses
In-person trainingConsulting to networks
Idealware is a 501(c)3 nonprofit!
Close to 200 existing free articles and reports
Commissioned articles and reports
The Field Guide to Software for
Nonprofits
Your Communications Strategy
Offline Communications Methods
Online Communications Methods
One method does not replace another…
…use methods together to optimize impact!
eNews
New star
direct
mail hits
New star
appeal
New star
appeal
follow-up
New star
phone
calls
March
Consider how your
communications
will look to your
constituents as a
package…
It’s Important to Use Multiple Channels
The strength of your
communications will be
elevated when you use
multiple channels to
work together towards
your goals.
It’s Critical to Define Your Goals
You can’t effectively define a mix without specific goals for
specific marketing campaigns
Key Considerations
Timing
Tone vs. Impact
How Much Will It Cost?
Integrating Look and Feel
Emails
Blog
Integrating Messaging
Text should be related – but not identical
Blog
Ad
Coordinating Communications
Define the goalThink through
the audience for
each venue
Tailor the
message
What are you trying to accomplish?
Why are they there? What will resonate?
What will best achieve your goals?
Don’t just send the same message through every medium.
Comparing the Mix for Different Goals
A Potential Mix: Fundraising
Fundraising
A Potential Mix: Promoting an Event
Event Promotion
A Potential Mix: Reaching New Supporters
Reaching New Supporters
A Potential Mix: Engaging Current Supporters
Engaging Current
Supporters
How Do They Work Together?
Within Your Mix Channels Have Different Jobs
Jobs
• Content Generation
• Promoting Resources
• Publicizing the Resources of Others
• Getting Community Input
Each channel may have multiple jobs.
Consider How Your Channels Work Together
Directionality:
Which way do the communication
channels feed?
Core vs. Peripheral:
Is the channel central to the
initiative or a peripheral element?
A Fundraising Appeal
Promoting an Event
Reaching New Supporters
Engaging Current Supporters
Case Studies
www.take5togive5.org
Fundraising campaign by
The United Way of
Western Connecticut
Aim: to raise
supplementary funds for
partner organizations
during financial crisis
The United Way of Western Connecticut
Take 5 to Give 5: Website
Take 5 to Give 5: Emails
Take 5 to Give 5: Friend-to-Friend Fundraising
Take 5 to Give 5: Facebook
United Way of W. CT: Fundraising
www.thinkoutsidethebottle.org
Advocacy campaign by Corporate
Accountability International
Aim: to encourage people to stop using bottled
water in favor of reusable bottles
Think Outside the Bottle
Think Outside the Bottle: Website
Think Outside the Bottle: Emails
Think Outside the Bottle: Facebook
Think Outside the Bottle: Online Promotion
Think Outside the Bottle: Pledge
Think Outside the Bottle: Advocacy
Upcoming Idealware Seminars
1/5: Tactical Technology Planning
1/12: Social Media for Executive Directors
1/19: How To Know What People Think About You
1/26: Choosing a Low Cost Donor Management System
More at www.idealware.org/online-training
Have More Questions?
Ask Idealware…
On Twitter: @idealware
On Facebook: /idealware
