Once you’ve established your organizational and communications goals, it might be tempting to jump right into building the messaging.
But first, you must do an in-depth analysis of your current constituency: your board and stakeholders, your donors, your volunteers, your community advocates—and gather as much relevant comparable information about competitors who might be targeting the same audience.
After you’ve identified these groups, you’ll have a better understanding of how to message to each persona, which will later inform your communications decisions.
According to Classy.org:
In most cases, your website and social media networks will give you the biggest imprint for your community of supporters, stakeholders, and constituents.
Based on the demographic information you researched and collected—as well as success your competitors have seen—focus your time on the channels that align with your audience.
SproutSocial has compiled fantastic data on the typical users across the social media networks.
This last step is one of the most important components of the entire communications plan: determine how well your efforts are working.
To accurately evaluate the plan, you need to have a clear idea of your baseline. The research you performed and the SMART goals you developed should give you a roadmap to clearly evaluate quantifiable impact.
Include benchmarks for each of your goals: like the number of new Facebook followers or amount of dollars raised in the last campaign.
Your nonprofit communications plan will help you engage your supporters, build organizational loyalty, and set you up for sustainable success.
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For more tips and advice from our nonprofit communications specialists, visit our blog.
Hold a plan review every quarter (or within a set amount of time) to go over what is working and what isn’t.
Adjust your plan accordingly to prop up what’s working well and fix what’s not.
This communications strategy was devised by our nonprofit communications specialist, Lindsey Thieken, in collaboration with 816 New York’s team. ©2019 816 New York, LLC. All Rights Reserved.