communication planning & implementation for small nonprofits
TRANSCRIPT
Communication Planning &
Implementation for Small Nonprofits
Kathy McCullough-Testa
KMT Consultants/Beach Food Pantry
June 5, 2015
NCTech4Good Conference
@nctech4good and #15NCT4G
Today’s Session• About Me• Session Overview• What Would You Like To Hear About Today?• Interesting Statistics• Who Are Your Stakeholders?• Brand• Communications Planning• Your Website is Your Intro to the World• Design for Mobile• Tools• Not Everything Free is Worth It• Know Your Limitations – Ask For Help• Questions? Suggestions? Items to Share….
Facebook, Google+, & Twitter:KMT Consultants
@mcculloughtesta @kmtconsultantsPinterest, Instagram, & Flickr:
kmtthebrand252-261-0230
500 Sand Dune DriveKitty Hawk, NC
BeachFoodPantry.orgexecutivedirector@beachfoodpantry.
orgFacebook, LinkedIn, YouTube, &
Pinterest:BeachFoodPantry
Google+: BeachFoodPantryKittyHawkTwitter: @beachfoodpantry
Social Media Revolution 2015 #Socialnomics
https://www.youtube.com/watch?v=jottDMuLesU
?How
Are You
Social
Social
the communication
medium of choice
Grandparents are thefasting growing
demographic on Twitter
Two new members joinLinkedIn
every second
If Facebook were a country,it would be the LARGEST
Media
By 2018, video will account forover 2/3 of mobile usage
The second largestonline search engine is
YouTube
Average Time Visitors Spend on Social Media Sites Per Day In Minutes
42.1 21.2
34.2 20.8 17.1
17
9.8 Source: http://www.adweek.com/socialtimes/social-media-minutes-day/503160
Source: forbes.com
Senior social media use accounted for the steepest increase in all age groups from 1% in 2006 to nearly 50% today.
•93% of Facebook users say they are Facebook friends with family members other than parents or children.
•91% say they are Facebook friends with current friends.
•87% say they are connected to friends from the past, such as high school or college classmates.
•58% say they are connected to work colleagues.
•45% say they are Facebook friends with their parents.
•43% say they are friends with their children on Facebook.
•39% say they are connected to people they have never met in person.
•36% say they are Facebook friends with their neighbors.
•23% of Facebook users check their account at least 5 times daily – Search Engine Journal *Source for all except last bullet: www.pewinternet.org.
Facebook Statistics*
• Social networking sites are increasingly used to keep up with close social ties.
• The average user of a social networking site has more close ties and is half as likely to be socially isolated as the average American.
• Facebook users are more trusting than others.• Facebook users have more close relationships.• Internet users get more support from their social ties and
Facebook users get the most support.• Facebook users are much more politically engaged than
most people.• Facebook revives “dormant” relationships.• 46% of adult internet users are creators – meaning they
post original videos or photos online.• 41% are curators (or potential advocates) – meaning they
share or repost videos, photos, and content seen online.
•Source: www.pewinternet.org
Social Impact*
Cell Usage
Cell Usage -continued
So What Does All This Mean?
“We don’t have a choice on
whether we DO social media,
the question is: how well we do it.”
Erik Qualman“Socialnomics:
How Social Media Transforms the Way We Live…”
Define Your Stakeholders• Definition: Individuals or groups which have
an interest that a nonprofit fulfills its mission.
Could include:• Beneficiaries/Clients• Board Members• Donor & Funding Sources• Employees• Volunteers• Religious, Social, & Community Organizations• Corporations & Businesses• Local, State, & Federal Government Entities• Media And the list goes on…
Your BrandA brand is not –
A LogoA Name
A Typeface or Color
A brand is –• How the public feels about you.• It is an emotional response.• It is consistent.
QUESTION:Does your brand match your
mission, vision, future strategy?How can you tell?
Your BrandANSWER:
Conduct a Brand Audit.
• It doesn’t need to be super difficult, scientific, expensive, or take a long time.
• Look at all of your marketing materials – print and online.
• Google yourself!• Run searches on Facebook, Twitter,
etc.• Look at what others who are like
you are doing both in print and online.
• Is it consistent? Is it written in the same voice? Does it share your message?
• Message• Voice• Style• Font• Color
What is Consistency?
Logo Board
Creating
Curating
Connecting
Culture
Competition
Communications Planning• Select a Tool: Excel, Google Calendar,
Word
• Assumptions:• Brand Defined• Stakeholders Identified
• What types of communication to use?• Online
• Web, Blog• Social Media: Facebook,
Pinterest, etc.• Email, Text
• Print – Ad, Press Release, Newsletter, Letter, Rack Card, Brochure, etc.
• Phone Calls/Face to Face
Communications Planning• Schedule – When?
• Regular Events• Special Events• Project Timelines• Created Information to Share• Stories & Video• Information Curation• Special Recognitions
• Determine Who?• Who will
write/create/research/curate?• Who will stage?• Who will approve?
• Breaking News Versus Scheduled Items
Your Website: How the world sees you!BeachFoodPantry.org
Your Website• Use an easy tool – WordPress!
• Can update from mobile devices.• Can link to MailChimp/Constant
Contact.• Can link to social media.• Can schedule posts.• Easy and modular design!
• Design for Mobile Devices! • Over 50% of users view sites on
mobile!• Use a managed WordPress Host
• Regular updates, back-ups, spam control, & intrusion detection.
• Does cost, but worth it!• Own your own URL and hosting
accounts!
Your Website• Use Video and Photos!• Make it simple to give/donate/volunteer.• Make it easy to sign up for your e-
newsletter.• Keep content fresh!• Give stakeholders what they need.• Coordinate news on website with
communications plan.• Keep it clean and clutter free!• It’s okay to pay a little for:
• Stock photos• Design• WordPress Theme and Plugins
• Use Google Analytics
Social NetworksEmpower the People
Devices
Tools• Dropbox• Google Docs, Calendar, Location, Business• E-Newsletters: MailChimp, Constant Contact• WordPress Forms:
• Contact Form 7 (free)• Gravity Forms (paid)
• Skype• Volunteer Sign Up Forms
• Volunteersignup.orghttps://www.volunteersignup.org/Q8A3A
• Jooners.comhttp://www.jooners.com/guest?utm_campaign=invites&utm_medium=email&utm_source=web&l=b78284de-4278-4d68-beae-c86730e7e0be
Tools• TweetDeck, Hootsuite• Buffer (paid 50% off for non-profits)• BuzzBundle (free + paid)
• Money Raising: (transaction fees)• PayPal• Square• Crowdrise: crowdrise.com
https://www.crowdrise.com/missrichardbruce/fundraiser/richardbruce
• Network for Good
Not Everything Free Is Worth It
• Not all free tools will do what you want. It may take longer to style them than to buy something!
• Free does not always mean pretty!
• Free does not always mean easy!
• Free does not always mean up to date!
• Free does not mean that something is supported if (and when!) it breaks.
What To Pay For:• WordPress Plugins that offer mission
critical solutions which must work; and are supportable by those who offer them.
• Items that you can’t design yourself and are already designed. “Plug and Play!”
• Items that so many others use, that you know work and work well!
• Anything you, a staff member, or a good volunteer don’t have the skillset for that is critical to your mission or brand.
Know Your Limitations• Select those tools that help you best
meet your mission and support your brand - focus on them.
• You don’t need to do everything.• Keep learning and stay on top of the tools
that you are using.• Being overwhelmed is not fun!• Review your communications plan
regularly.• Don’t be afraid to stop using a tool.• These tools really don’t break.• Ask for help!• Remember, in the end, all tools whether
print or online should support your mission.
Questions?Suggestions…
Items to Share…