Strategic Communications for Nonprofit Organization Seven Steps to Creating a Successful Plan

About 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