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How Non-Profit Communicate and Advocate

Atlas Corps April 30th training by Jennifer Ehidiamen

Jennifer Ehidiamen

on 30 April 2010

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Transcript of How Non-Profit Communicate and Advocate

How Non-Profit Communicate (and Advocate) By Jennifer Ehidiamen
One World Youth Project (OWYP)
Atlas Corps Fellow. 12 Random Facts about Nigeria: 1. Nigeria is situated in Western Africa and is surrounded by the Republic of Benin in the west, Chad and Cameroon in the east and Niger in the north. 2. Not just Natural resources...Human resources too! Nigeria has the largest population of any country in Africa (150m). Approximately 1 out of every 5 persons of African origin is a Nigerian. Nigerians are a very resilient... happy people. 3. Nigeria’s flag consists of three vertical strips of green white and green. The green strips represent the agricultural potential of the country while the white strip represents peace. 4. Oil was discovered in Nigeria in 1956, in Bayelsa State. Nigeria is the 12th largest producer of petroleum in the world and the 8th largest petroleum exporter (OPEC)-The 2010 budget estimates that Nigeria will pump 2.35 million barrels of oil a day from the exploration in the Niger Delta, with each barrel selling at $67. Nigeria is the No. 3 oil exporter to the U.S., accounting for nearly 1 million barrels of crude a day to the U.S. in January. 5.Nigeria has one of the fastest growing economies in the world, with the International Monetary Fund projecting a growth of 8.3% in 2009. And also listed amongst the "Next Eleven" economies in 21st century. 6.Although Nigeria is generally considered to be a hot tropical country, the highlands around Jos in central Nigeria have a very temperate weather with an average temperature of 20 C 7. Nigeria is has a VERY rich cultural diversity-- with about 300 languages/ethnic groups. (But English is the official language). 8. Lagos, the former capital of Nigeria, is now regarded as the commercial capital. The 2nd largest city in Africa ((UN-HABITAT, 2008) with a population of about 17million people (LG). 10. Nigeria has the second largest newspaper market in Africa (after Egypt), with an estimated circulation of several million copies daily (2003). 9. “Nollywood” is the term used to describe the Nigerian Film industry. Reputedly the 2nd largest film industry, it has grown from almost nothing to a $250 million industry in 13 years. 11. Nigeria has the highest rate of twin births in the world, compared to any other country. 12. Non-profits in Nigeria mainly use IEC materials to disseminate their messages. But some are gradually imbibing the ICT tool. 11. Nigerians love FOOTBALL, I mean soccer :). Our National team is called "Super Eagles.
Nigeria like other countries in the world despite its wealth of resources have got some challenges, such as the corrupt government leaders.
To learn more Nigeria, visit: http://www.nigeriatoday.com/basic_facts_about_nigeria.htm
http://en.wikipedia.org/wiki/Nigeria or just ask me :)
What is communication? The Latin root of “communication” – communicare – means “to share” or “to be in relation with.” --Communication Encyclopedia.
"'To communicate' means 'to make common' or 'to make known'. Basically, communication is sharing information, whether in writing or orally. Sender Message Channel Receiver Decode Feedback Encode What is the purpose of communication? Inform, Educate or call to action.
*Advocate How do Non-profits communicate? Communication approach in most Organizations Informal e.g. interpersonal- everyday conversation
Formal Communication- Top down- mostly used when implementing policies The Survey:
23 respondents (12 Altas fellows, 10 non fellows and 1 not sure).
Countries: Belgium, Nigeria (7), Pakistan (2), Tunisia, USA (4), Zimbabwe, Armenia, India, Somalia, and anonymous (4).
1. Which of these medium of communication do you use? Do you have any interest in Social Media and/or Info-activism? What are the two major tactics your organization use as a form of communication and/or advocacy? Since the evolution of ICT:
High impact at low cost
Easy to reach new audience
Opportunity for global collaboration
Too many options to choose from- FB, Twitter, Ning etc. (we now even forget password!)
Lack of expertise/tech-know-how
Limited resources/non-profits are reluctant to make fully commit to using Social media a tool.
Widening digital divide

However, 47 of the respondent boosted their capacity.
Have you ever heard of the term "Tri-messaging"? Tri-Messaging... the future of communication? Merging all the main forms of communication such as mobile phone, email and social network to drive message to a larger audience— According to Katrin Verclas, ED of Nonprofit Tech Network NTEN, "It is no longer broadcasting, its now engagement...We've moved from network age to a connected age."
Messages should establish a Connection, promise a Reward, inspire Action, and stick in Memory- CRAM- Katya's Robin Hood Marketing. Communication strategy:
For example: If you want to run a volunteer program for retired educators, a communcation campaign strategy to adopt is the US Marine's 4Rs:

To push this concept you might want to start by communicating with PREZI Slide show: highlighting- Objectives, Strategy, Message, Target Audience, 3 Comm Tactics and measuring success or failure. Communication Campaign Objective: What is your goal of the campaign?
Strategy: Purpose of the campaign
Message: core message do you want to disseminate in order to achieve objective.
Target audience: Identify and list them
Communications tactics: 3 main tools needed to reach your audience.
Measure: Volume? Attitude? Behaviour?
Bridges gap between online channel to facilitate convo etc.
Adapts to current online lanscape--no worries of digital divide
Help organizations "catch" and engage the ever mobile generation.

Hence: the goal is to help NGOs be community members who talk with...and not talk at! "It's about conversations, and the best communicators start as the best listerners" Brian Solis, Media Manifestos
Tips from Gary Moneysmith's Putting social media to work for NGOs: Youtube
Interview as a form of evaluation
Video your org at work so people can understand what you do and where their donations go.
Share success stories (for people to know your impact).
Create fanpage
Post recent updates to connect to fans
Upload photos
Post updates about your organization and start up a conversation-- this can be a newsroom
Plug other platform to this hub to increase traffic
Blog post will get indexed by search engines thereby increasing your online presence.
Hands-on training: Prezi as a communication tool- Jeff
Group Workshop. Joanne Fritz, Owner of Guide to Nonprofits on About.com, Survey reports says “Facebook Still Growing as number one Social Networking Site for Nonprofits". 86% of the surveyed organizations use Facebook (this was an increase of 6% over 2009).
Twitter claimed the loyalty of 60% of nonprofits (an increase of 38%).
YouTube, is used by 48.1% of organizations.
LinkedIn stayed relatively steady at 33.1% this year. MySpace took a big hit, decreasing in popularity from 26.1% in 2009 to 14.4% this year. What do nonprofits use these social networks for? Marketing of the organization: 92%
Random donations: 40% get donation. 78% raised $1,000 or less in the past year. Facebook is the only commercial social networking platform through which nonprofits raised $10,000 or more, but only 3.5% of nonprofits were in this category.

Interestingly, there is a 104% increase in fundraising departments that "own" their nonprofit's commercial social networks, from 10% in 2009 to 20% this year. However, marketing teams and communications teams continue to be the first and second most likely "owners" of the social space for nonprofits.
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