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Communications Planning

Certificate in Nonprofit Management May 14 2011

+Communication’s Role

+Communication’s Role

+Communication’s Role

+Communication’s Role

+Communication’s Role

+When to create your plan

Flickr: Joe Lanman

+Who creates your plan?

Flickr:michaelcardus

+Plan elements

n  Executive summary

n  Budget

n  Goals & objectives

n  Tactics

n  Evaluation & measurement

n  Calendar

+Goals

+Goals

n  Speak to overall agency’s goals & vision

n  Long term

n  Often not measurable or attainable

n  Inspirational

Characteristics of goals

+Which is the goal?

n  Be seen as the primary source of information for parents needing quality childcare.

n  Update our logo and look to reflect new direction of agency.

+Goals

n  Strategic plan

n  Fundraising plan

n  Case statement

n  Interviews with key staff & board

Where to find yours

+Objectives

Flickr: stevehicks

+Objectives

n  SMART

n Specific n Measurable n Achievable n Relevant n Timely

characteristics

+Which is the objective?

n  Increase replies to all direct mail pieces this year.

n  Increase giving by current annual fund donors by 13% by December 2011.

+Tactics

+Tactics

n  Specific tasks taken

n  How relate to objective

n  Who will be responsible

n  By when it will be done

characteristics

+Tactics

n  Produce spring newsletter to distribute to 18,000 donors with remit envelope. Objective: Increase annual fund. Communications Director by April 2012

n  Weekly blog updates by key staffers on pre-determined topics. Objective: Increase blog subscribers. Communications Associate, weekly

n  Production of video for annual luncheon. Objective: Grow luncheon contributions. Communications Director by September 2013.

examples

+Communications plan

Goal: Be seen as the primary source of information for parents needing quality childcare.

Objective: Increase email list of parents in King County by 15% by September 2011.

Tactic: Produce monthly enewsletter with parenting tips & local events.

outline

+Your turn

Savery Senior Center:

This year is our 15th anniversary. We will be launching a capitol campaign in 2012 to raise $3 million for a new food bank at the center. Our fundraising has grown by 10% every year and we have a healthy ratio of institutional and individual funders.

We will be re-launching our website this year. Our communications budget is $125,000.

1 goal, 2 objectives & 2 tactics

+Executive Summary

+Executive Summary

n  Overall strategic focus for year’s communications

n  Objectives

n  How you’ll evaluate

n  Any outlier events

Contents

+Budgeting & Measuring

+Budget

n  Print, design and postal

n  Website creation and maintenance

n  Email template & client

n  Staffing

n  Promotions

n  Revenue

What’s included

+Budget

n  Map it to your goals and objectives

n  Tie closely to program and fundraising goals

n  Always be thinking ROI

How to package it

+Measuring & Evaluation

+Measuring & Evaluating

n  Create document of what tracking

n  Establish a schedule

n  Know your benchmarks

How to

+Measuring & Evaluation

n  Email benchmarks: n  Open rate: 20.43 %

n  Click: 3.54%

n  Unsubscribe: 0.17%

n  Facebook: n  Fan growth: 14% a month

n  110 ‘Likers’ per 1000 email addresses

n  Website: n  2.95 page views per visit

n  55% of visits via search engines

Industry standards

+Measuring & Evaluation

n  Who is your audience?

n  Map to goals & objectives

n  Include challenges & things you’ve learned

Reporting

+Planning Resources

n  Nancy Schwarz marketing plan template : http://bit.ly/MarPlanNancy

n  Writing a Results Driven Marketing Plan by Tiffany A. Meyer http://bit.ly/MarketPlan

n  Beth Kanter on measurement: http://bit.ly/BethMeasure

n  Amy Sample Ward on measurement: http://bit.ly/AmyMeasure

+Planning Resources Special offer