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Strategic Communication for Non-Profit Organisations

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on 10 November 2016

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Transcript of Strategic Communication for Non-Profit Organisations

Day 3
Sound implementation
Day 2
Day 1
Best Practices
Strategic Communication for Non-Profit Organisations
Act of reaching out... (relate/connect)

Be clear about who you want to reach out
Be clear about the tools you want to use for each audience used in the most effective way,
Getting to know each other
Choice (anonymous):
Why Strategic Communications are important to you?
State your passion
Write 2 expectations on a post-it
Links & Findings
Communications objectives include creating awareness, sharing knowledge, projecting an image, shaping attitudes, stimulating a want or desire,
and/or effecting a sale.

5 minutes of individual work
10 minutes discussion with neighbors on :
Experience Sharing on Communications
Strategic Communications
Strategic communications

entails transmitting the
best message,
to a targeted
through the
, measured against well-considered organizational and communications-specific

Day 1 : Getting started
Main components: targets, messages, tools.

Day 2 : Planning for success
What is a strategic approach?
Key steps in designing a communications strategy

Day 3 : Sound implementation
What can objectives be?
Setting the stage
Goals, objectives, examples
(20 minutes)
Why do we communicate? What is the purpose?
Are goals & objectives the same?
Examples of internal and external objectives
Link between communication objectives, your organization's vision and program

Use document provided
Internal & External Objectives

Internal objectives

what audiences inside the organization to learn, think, feel or do

(staff, partners, consultants)

Ensure all staff know the organization's mission & vision

External objectives
what the organization wants other stakeholders to learn, think, feel or do

(beneficiaries, politicians, providers, clients, funders, general public)

Secure the commitment of funders for a project
They should be: clear, specific, measurable. Be realistic with the timeframe, budget and resources.
Internal and External Objectives
Relationship is key
Vision: speaks about the future of the organization and the future society
Program/mission: activities/actions
of the organization towards vision
Institutional communications: helps you achieve your organization's vision/mission
what worked
what didn't work
lessons learned
common mistakes which could be avoided

Use template and write down your answers
Defining your targets
Define 3-4 concrete messages for your different audiences
For each audience and message there can be several tools
Identify the gaps in your organization
What is missing?

List main elements missing in your organizations communications (audiences/messages/tools?)
15 minutes
List your audiences internal/external (4-5)
Prioritize them
Think about the characteristics of each audience
Ecovidrio - Spain
Twitter Campaign
Celebrity : Guti (ex-football player from Real Madrid)
Goal: increase glass recycling in Spain
Objectives: public debate, media coverage, publicity, brand recognition
Final Questions & Example
"Do you waste your time recycling? I don't."
Definition of key communications elements/modalities
State a simple message for each objective
Adapt message/language to audiences
Messages have to have a link with your organizations' vision and mission
Use table & example provided
Non exhaustive list of tools:

Meetings, events
Media: Radio, TV, newspapers
Newsletters (e- or traditional)
Web, Social Media, email
Publications (annual reports, financial reports, etc.)
Press releases & Press conferences
Phone, fax, regular mail
A tool is a medium of
communication, the instrument
you use to reach your audience
Where should you start?
Day 1 : Getting started

Day 2 : Planning for success
Main components: targets, messages, tools.

Day 3 : Sound implementation
Communications Strategy
Main steps of a communications strategy
Set goals/objectives
Identify audiences
Define messages
Identify tools/channels
Check Resources
Set timescales

Table of contents of a communications strategy
Current situation
Set goals/objectives
Identify audiences/stakeholders
Define messages
Identify key tools/channels
Check Resources
Set timescales
Establish indicators/measurement
Internal Audit

Who conducts it?
What does it cover?
Groups of 3 (15 minutes)
1 question each + Plenary
Strategic Approach
A possibility: PEST Analysis and SWOT Analysis - Examples
Greenpeace : image, shock, facts/scientific data/action
Why should you have a communications strategy?
2 groups (pro/con)
10 minutes - 5 arguments per group
1 spokesperson per group - debate
This approach is a strategically-based and measurable outline describing how and when you will achieve your objectives.
Check handout after discussion
Good (Bad?) example of Communications Strategy
UNDP Georgia - simple not visually attractive
UNDP Communications Toolkit

Indicators of success
You can also track data such as:

Before/After research to measure awareness of messages
Translation of research findings into policy or practice
Feedback from events
Tracking the volume and nature of media coverage
Monitoring website hits/e-newsletter readers
Demand for information (email, calls)
Increased political discussion of issues advocated by your org.
Donor commitments/funds received

Logical Framework Approach or Results-Based Management Tools
(See 2 examples provided)
How to Track Success
Evaluate Results
"Follow the frog" Campaign - Rainforest Alliance
Developing your communications strategy
What are your resources?

Human (number of employees, types of employees, time %)

Financial ($, in-kind, etc.)

Tools (access to them, difficulties, risks, etc.)
You are an Human Rights Organization. You have long/sound experience in advocacy campaigns through traditional media but without a communications strategy. It's time to structure your communication efforts. Your asked by the organization's director to come up with a plan to create a communications strategy. What is your 10 steps plan? Present it to your boss.
20 minutes
8 March - International Women's Day
Catapult NGO - Crowdfunding for women's projects
Day 1 : Getting started

Day 2 : Planning for success
Main components: targets, messages, tools.

Day 3 : Sound implementation
Mapping of your Communication Tools
Annual Report
According to you, what should be contained in an Annual Report?
What is its purpose?
Example: IADB Annual Report 2011

Pick 2 websites, surf and debate with your neighbors: What are the best features? What is wrong or could be improved?
Example: UNDP website
Revise Document "Do's & Dont's"
Difference between goals and objectives
Goals are:

Primary and important
Large in size
The end
The result
The whole
Longer term

Objectives are:

Medium or small in size
The means to the end
The steps
Part of the whole
Shorter term
Difference between Program/Institutional Communications
Program Communications

Communications for Development or C4D stresses the need to support two-way communication systems that enable dialogue and that allow communities to (...) express their aspirations/concerns and participate in the decisions that relate to their development". (UN 1997)

Institutional/Organizational/Corporate Comms
contributes to building organizational coherence and identity. Ensures that the organization uses
a consistent ‘voice’ when communicating
with the public.

3 axes for objectives

Focus on Action
"Make them act"

Focus on Information
"Make them know"

Focus on Emotions
"Make them like you"
Source: "Marketing Communications for non-profit organizations"
Source – Strategic Planning Toolkit, CIVICUS

Why - How - What
"The Golden Circle" - Simon Sinek
TED Talk : how great leaders inspire action
Effectiveness vs. Efficiency

OECD Glossary
The extent to which the development intervention’s
objectives were
achieved, or are
expected to be achieved, taking into account their relative importance.

A measure of how economically
resources/inputs (funds, expertise, time, etc.) are converted to results.

Effective Communication/Planning Cycle
Situation Analysis
Potential risks+
Time available
Pick paper from hat and find the person (name/position/org)
Levels of Audiences & Levels of Messages
Audiences: Core - Primary (i.e. beneficiaries)
Influencers/Messengers - Secondary
Decision makers - Tertiary

Messages: Overall Messages (10 max)
Key Messages (3-4)
USP (Unique Selling Proposition) - difference
Media and Non-Media Tools
Written press
TV interviews
Radio interviews
Publications (Reports, briefing notes
petitions, posters, leaflets...)
Advocacy emails/E-newsletters
Social media: Linkedin, FB, Twitter…
Media campaign combining
different media supports
Networking events
Social networks, messengers
Open air films,
Meetings, Training
Community meetings
Theater play

The best strategy is to combine them for more impact
Types of Reference Documents
Internal Audit



Action Plan
1) Determining the role of communication within the organization

2) Presenting the main communication framework planned and the means used in its implementation

3) Drafting future recommendations

4) Developing the operational side of a communication strategy

Relationship between audiences & messages
Participant stages

Are unaware

Are aware

Are motivated to change

Try new behavior

Repeat behavior short-term

Use new behavior long-term

Communications Role

Raise awareness/provide info
Recommend solutions
Identify barriers/benefits
Promote social norms/recom, action
Use action messages when/where/how
Use community groups/social networks
Provide info on correct use
Encourage continued use (benefits)
Reduce barriers with problem solving
Build skills through practice
Testimonial from satisfied customers
Reminders when/where/how

Definition: number of different groups of people each with different characteristics and needs. It is important to define target audiences that are directly relevant to helping you achieve your communications objectives.
Definition: Messages that reinforce your brand, resonate with your target audience, highlight your competitive advantage, they are linked to your business objectives, minimize your weaknesses. More than a tagline.
Potential Means to
Reach Out Audiences
Traditional Media
Social Media
Institutional Channels
Public Relations
Characteristics & Differences
Materials Analysis
Groups of 2.

Do you think... It gets the audience's attention?
Is it easy to understand?
Does it get its interest?
Does it have the potential to make the audience take action?
Twitter & Video
Water is Life
Annual Report
2 neglected channels
Organization's Network
Mapping exercise

Who is included?
About how many people are part of it?
What role does it play in disseminating information?
Are you play as part of this network?
Have you identified significant «connectors» in this network?
Are you using your network
to its fullest potential?

Media relations
You reach important number of people
Puts pressure on decision-makers publicly (for change)
Share Checklist on Establishing Good Media Contacts
Build a Media List
Full transcript