Managing Not-For-Profit Communication
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The presentation focuses on integrated marketing communications (IMC) for non-profit organizations, emphasizing the importance of data-driven strategies, message coordination, and relationship building with supporters. It highlights key differences between marketing and communication, along with the realities of successful communication practices. Additionally, it outlines tenets for effective communication, stressing alignment on purpose, credibility, and the need for strategic engagement rather than superficial social media activity.
Managing Not-For-Profit Communication
- 1. Managing Not-For- Profit Communication Presentation at NASSCOM Foundation’s Bring the Change Week Bangalore, December 2, 2011 Aniisu K Verghese
- 2. Integrated Marketing Communications • A comprehensive, coordinated, institution-wide effort to communicate mission-critical values and messages in ways that target audiences notice, understand, and respond to. • IMC stresses data-driven segmentation, message integration and coordination, and evaluation. • Source: Integrated Marketing Communication: A Practical Guide to Developing Comprehensive Communication Strategies by Robert A. Sevier and Robert E. Johnson
- 3. Building relationships leads to better connection • Organizations that considered building relationships with supporters an important organizational strategy were more likely to have success using database marketing, face-to- face communication, and listening (i.e., obtaining feedback) than organizations less concerned with relationships. Perkins, Amy ., Algren, Margaret., & Eichhorn, Kristen Campbell (year unknown). The Use of Integrated Marketing Communications by U.S. Non-profit Organizations. Retrieved on December 1, 2011 from www.instituteforpr.org/downloads/13
- 4. Hitting the right note • Marketing and communications Elevator Pitch are not two sides of the same • who? What’s your name? coin • what? What kind of organization • Marketing is about ‘you’ while are you (scale and sector)? communication is usually about • for whom? Whom do your ‘we’ programs serve? • Marketing is used to ‘pull’ • what need? What pressing social while communication is meant problem does your program to state opinions/connect to address? audience(s)’ perspective • what’s different? What is distinctive about your program? • so what? Why should they care? Williamson, David (2009). Marketing & Communications in Nonprofit Organizations, Georgetown University , Center for Public & Nonprofit Leadership Retrieved on December 1, 2011 from: cpnl.georgetown.edu/doc_pool/Marketing.pdf
- 5. Myths Vs Realities ….Marketing and communications - is a ‘feel good’ exercise - is a coordinated, - can’t be measured disciplined and scientific - can only be done by approach to professionals communicating - is easy to do - Can and must be measured - Can be learnt and implemented by anyone - Requires focus, dedication and practice
- 6. 7 Tenets of Successful Communication 1. It isn’t about what your NGO does but why you exist Look up: http://www.youtube.com/watch?v=u4ZoJKF_VuA 2. Have your staff and volunteers aligned on your purpose 3. It is also about how you respond to stakeholders (practice scenarios, review messages, update spokespersons’ list) 4. Credibility = honest, transparent communication 5. Study how stakeholders perceive your communication 6. Don’t do ‘social media’ for social media’s sake (avoid dumping videos, starting blogs without clear strategies, retweeting someone else’s posts) 7. Be an authority in your area of work (understand trends, conduct research, speak knowledgeably)
- 7. Questions? • Blog: www.intraskope.wordpress.com • Linkedin: http://in.linkedin.com/in/aniisu • Twitter: @Aniisu • E-mail: intraskope@yahoo.com