Bentonville Communication Workshop
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Transcript of Bentonville Communication Workshop
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Strategic Communication Trainingfor Nonprofit Professionals
Dan PraterThe Center for Nonprofit Communication
Drury University
[email protected] © Center for Nonprofit Communication
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NPcomm.org
© Center for Nonprofit Communication
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In this session:
● Nonprofit overview
● Communication 101 – the basics
● Communicating Internally and Externally
● Success with the Media
● Developing a Plan
● Communicating within a Community
© Center for Nonprofit Communication
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501(c)(6)
The NFL generated at least $9 billion in revenue last season.
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The Nonprofit WorldMissouri: 48,225
Trusts, sports, social, Civic, labor, ag, cemeteries, chambers, credit unions, Scientific, daycares
* taxexemptworld.com© Center for Nonprofit Communication
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The Nonprofit WorldArkansas: 18,619
Trusts, sports, social, Civic, labor, ag, cemeteries, chambers, credit unions, Scientific, daycares
* taxexemptworld.com© Center for Nonprofit Communication
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Benton County
*Income: $11,003,101,731
* taxexemptworld.com
Health careEducationPublic sectorCharitableCommunity developmentCivicClubsSocialFaith
© Center for Nonprofit Communication
Washington County $1,718,585,152
$9,284,516,692– 1,085
– 1,242
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© Center for Nonprofit Communication
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What can effective communication
do for your organization?
Engage and motivate individuals and communities to act
Expand your influence with current and potential donors/volunteers
Strengthen your current people & programs
© Center for Nonprofit Communication
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Many of the problems that occur in an organization are
the direct result of leaders failing to communicate
(effectively).
Faulty communication causes the most problems. It leads
to confusion and can cause a good plan to fail.
© Center for Nonprofit Communication
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YOU CANNOT NOT COMMUNICATE
Rule #1:
© Center for Nonprofit Communication
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YOU CANNOT NOT COMMUNICATE
This rule applies to individuals AND organizations.
Employees
Telephone
Location
Signage
Print materials
Electronicmaterials
Conscious vs. Subconscious
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Noise Messages
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TOO MUCH INFO !!
A study by the University of California found the typical American consumes 100,000 electronic words in a single day.
© Center for Nonprofit Communication
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Communication is a highly competitive process
© Center for Nonprofit Communication
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Communication is a highly competitive process
© Center for Nonprofit Communication
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A communication is not complete unless it is received and understood (decoded).
Rule #2:
George Bernard Shaw once said,
“The greatest problem
with communication is the
illusion that it has been
accomplished.”
© Center for Nonprofit Communication
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Sender Message Receiver
LIFE FILTERS
ParentsPast
experiences
Currentexperiences
encoding decoding
Beliefs &Values
Communication is a complex process
Education
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Nonverbal Communication is dominant
© Center for Nonprofit Communication
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Words are symbols and are open to interpretation
Word exercise:
Rule #3:
© Center for Nonprofit Communication
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Words are symbols and have powerful meaning
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One of the primary purposes of communication is to influence or persuade
others.You can trust me Donate to our organization
Vote for me
My point of view is the best one
Listen to me
You should care about this
Buy my product
Do it this wayOur company is
better than others
Rule #4:
© Center for Nonprofit Communication
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Messages connect
84%
16%
86% messages are difficult to remember80% messages are not consistent, confusing.
Messages do not connect
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Organization
Board of Directors
Staff
Finding focus
MONEYEconomy
TIMEUnderstanding
the work
Training
Competition
Resources
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1. Who do you want to talk with?
2. What do you want to say to them?
3. When will you say it?
4. How do you want them to respond?
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RightPerson
Place
Time
Way
Who?
Where?
When?
How?
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InternalUnderstanding
Before your audience
(community, etc.) can
understand who you are, it is
essential for you to have a
clear view of yourself.
WHAT?
ExternalUnderstanding
© Center for Nonprofit Communication
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WHAT?
1. What is your goal or purpose?
2. What is your message foundation?
Limit to 2 or 3
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If I were to walk into your office and ask five different staff
members to tell me your mission statement or explain what
you do in one or two sentences – how many different
answers would I get?
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Take five minutes to write these out on your own, without talking to those sitting by you.
What are the four most important things your audience should know about your organization?
Are these messages about PEOPLE?
If you had to choose the top message, which would you choose?
Now take time to share, compare ideas and choose the top things
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Your message foundation has three major components:
1.Tagline 2.Elevator Speech3. Key Messages
Essence of your messagingShould be most used messageNo more than 8 words
Builds on your name
Conveys commitment
Easily repeatable
Tagline:
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“Nothing Stops a Bullet Like a Job”
© Center for Nonprofit Communication
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1. Tagline:
Ensure it works with organization’s name
Emphasize emotion and action
Make sure it is easy to say/pronounceDo:
Do not:
Be too generic
Say something you can’t deliver 100%
Change your tagline too often
*Getting Attention: Nancy Schwartz
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World’s most Famous Taglines:
Just do it.
You’re in good hands with
Melts in your mouth, not your hands
Please don’t squeeze the
Think outside the bun
It keeps going, and going…
What happens here, stays here
Nike
Allstate
M & M candy
Charmin
Taco Bell
Energizer
Las Vegas
The Message Platform
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2. Elevator Speech
1 Lead-in
2. Differentiator
3. Engagement motivator
4. Call to action
• Forces clarity• Helps you see other’s perspective• It helps engage partners
Intro - Your role in organization
Open ended conversation starter...pause…question
Your new or unique resource of value that deserves immediate attention
Request to meet, email, call
*Getting Attention: Nancy Schwartz
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Let’s Practice:
Write your elevator speech with four components:
Elevator: 30 seconds
Lead-in,
Differentiator,
Engagement motivator,
Call to Action
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Don’t get locked in to one approach
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3. Key Messages
3 to 6 messages max
No more than 2 sentences each
Respond to most common questions
Who we are
What we do
Why we exist
What we do not do
What we do not talk about (internal only)
Complete this list, give to all staff/board/volunteers, practice them, use them everywhere
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EHC works to improve community health, create affordable neighborhoods and promote sustainable energy in the San Diego/Tijuana region.
We work closely with community members to prioritize environmental health issues.
We design campaigns around issues that affect our communities to advance public policies.
Community members drive our campaigns.
By combating environmental health issues and improving the health of individuals, EHC helps bring about social change and environmental justice.
*Getting Attention: Nancy Schwartz
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Clearonciseconsistentcompelling
The most effective communication is always…
© Center for Nonprofit Communication
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CLEAR
Avoid inside jargon or industry language:
UANA
TPRPTSD
FST Jurisdictional
Dispositional
© Center for Nonprofit Communication
GAL
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CONSISTENTSame wording used on all materials and in person
Same colors and fonts used on all materials and signs
Same logo designs on everything
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CONCISE
COMPELLING
Have a point(s), be organized.
Three things:
PassionPersonal testimonyPeople
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http://youtu.be/p8QsSzbmW7M
Simple, easy to understandNot about trash – about people and pride.Tough and cool
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“He who aims at nothing hits it every time.”
© Center for Nonprofit Communication
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Who in your community, if you could choose any audience, would you like to tell your organization’s story?
This list can include specific names of people or groups, or it can include generic types or categories.
WHO?
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Who’s who list:
People Groups
Business Executives
Civic Leaders
Elected /Gov’t. officials
Business Owners
Retirees
Former Clients
Former Employees
Educators
Chamber of Commerce
Associations
Nonprofit groups
The Media
Clubs
Retirees
ExerciseTake a couple minutes to make a list.This list can include specific names of people or groups, or it can include generic types or categories.
© Center for Nonprofit Communication
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Competitive Advantage
(Defined from the viewpoint of the “customer”)
The presence of visible, obvious, and measurable ways
in which your organization or product differs from
(and is better than) its peers.
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Competitive Advantage
To establish this competitive advantage (over other nonprofits)
you must talk about your organization in a way in which no
one else is talking about theirs.
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- Both aid disaster victims- Both have expertise in serving people in need- Both have red in logo- Both rely on volunteers
Intl. staturePolitical/religious neutrality
Gov’t. affiliation (FEMA)
Christian principlesCommitment to Poor
Affiliation with Christmas
Competitive Advantage
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Competitive Advantage
Local organizationAids local hospitals
Intl. organizationGov’t. affiliation (FEMA)
Blood Donations
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Competitive Advantage
Nonprofit competitive advantage is an organization’s
ability to sustain social value using:
a unique asset,
an outstanding execution,
or both.
Great locationBetter program = better outcomesUnique programs/servicesGreat name brand & recognitionPowerful partnershipsWell-connected board of directors
Asset: Lower cost to funders or membersEfficiency in services costSpeed (e.g. disaster response)Sound marketing/PRBetter accountability-transparency
Execution:
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One of the fastest ways to understanding your audience
is to identify the type of people who most likely care about
your organization.
Impacts your NPO has on the world.
Other NPOs that do similar work/missions
Type of supporters who care about this work/mission
Why these people should/would choose you (over your competitors).
What do they believe about your organization that makes them support you?
Competitive Advantage
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WHERE? Churches
Chamber of Commerce
Colleges/Universities
Nonprofit groups
The Media
Clubs & Associations
Civic Groups
Schools
A speech before the Rotary Club gets far more attention than yet another mail appeal for donations.
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Most of these organizations are made up of professionals and business people, the leaders of the community.
YourOrganization
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HOW?Contact the person or group (face-to-face, phone, email, letter, social media).
Ask if they are familiar with your organization.
Tell them you are interested in letting their members know more about the important work your organization is doing in your community and why you exist.
Be flexible and accommodating.
Relationships first – donations later.
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Speaker’s Bureau
1. Train properly
2. Provide adequate resources
Key messages (aka talking points)
Printed materials
Powerpoint presentations
Staff, volunteers, board members (select carefully)
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The Golden Circle ®
What
How
Why
® Simon Sinek, “Start with the Why”
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YourOrganization
YourAudience
Mission/vision
Employees
Telephone
Location
Signage
Public Image
Name Recognition
Print materials
Comm. Involvement
Media
Public Awareness Bridge
Message Platform
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A word (or two) on Websites
Purpose-centered (The Why)Donor friendlyNews-Media section
Current
Visually appealing (nonverbal)
Consistent messaging and colors
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Getinvolved
BoldGraphics
Connect
Media
Donate
Donate
Connect
Connect
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Media Donate
SocialMedia
Getinvolved
Media
BoldGraphics
Connect
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Money is no longera valid excuse!
MS Office - $25 (regular $200-$399)Upgrade to Windows 7 - $12 (regular $125)Adobe Creative Suite $150 (regular $700)
Open, free to use and customize
FREE:OpenOffice.org Libreoffice.orgGoogle documents
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© Center for Nonprofit Communication
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More than 1.2 billion active users
Average user has 130 friends
Average user spends 15 hours per week 105,779,710 registered users
300,000 new users per week
180 million visitors per month
490,000,000 users
© Center for Nonprofit Communication
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Traditional Media
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Who are the “media?”
Newspaper Magazine Radio
Television Online Other print
One of the fastest ways to
build awareness of your
program is by obtaining
coverage in the media.
News vs. ads
© Center for Nonprofit Communication
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What is News?
Information about recent events or happenings.
TV, Radio, and Print in your community need content.
The best stories are: LOCAL and are about PEOPLE
© Center for Nonprofit Communication
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Writing a press release is one of the oldest and most effective methods of getting media coverage.
Make sure the information is newsworthy
Local, local, local
5Ws and H
Contact Info twice (clear and available)
Organizational summary (boilerplate)
Fax or email your press releases
Timing is important
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Major organizational news (good or bad)
Ceremony
Honor/Award to program, board, staff
Fundraising Event
Educational program
Volunteer highlight
Seasonal
New Study
Partnerships with other groups
Great Reasons forCoverage
Never pass up an opportunity
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Conversations are going to occur – with or without you.
Do you want to be active in shaping the discussion?
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Proactive
Reactive
Contact them to request coverage, give story ideas
They contact you to get a response to a story or news event.
It is not the media’s job to promote
your organization.
It is your job to initiate contact and to get coverage.
Remember:
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What does it say about your
organization when you don’t
respond to news or an event?
Unaware that it is occurring (uninformed)
Don’t care it is occurring
Afraid to take a stand
Fear that your opinion may be unpopular
Don’t have an opinion
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Write an Op Ed or letter to the editor
Response to current story/editorial
Response to new law/ordinance
Response to publicized event
Commenting on Seasonal issue
Commenting on new study
Other…
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National Women's Day – August 9
World Mental Health Day – Oct 10
International Human Rights Day – December 10
September is National Recovery Month
October is National Medicine Abuse Awareness Month
April is National Alcohol Awareness Month
Children of Alcoholics Week -- February 13-19
First day of Spring (new hope) - March 20
Write down at least five ideas for writing a letter or opinion piece.
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Tips for Working with the Media
DON’T:Speak off the record
Assume the interviewer is an adversary
Repeat the interviewers words
Feel obligated to accept unfamiliar facts or figures
DO:
Have a designated spokesperson
Humanize the story by using illustrations
Flag key points like, “The most important thing is…”
or “I think the bottom line is…”
Set the fact straight and present facts
Get to the point
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Plan Your Trip…
What two things are essential to planning a trip?
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You should be heard at least once a month somewhere in the community.
Jan Feb Mar Apr Ma Jun July Aug Sep Oct Nov Dec
Releases,Op Ed, LTTE,
coverage
TV – Radio interviews
and ads
Print Ads Brochures
Annual Rpt
Events,Fundraisers
Internet/Online
CommunityEvents
Educational(clubs, groups)
Take time to fill in some ideas for coverage on your 2013 events© Center for Nonprofit Communication
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Community fairs, expos, festivals, events
Schools and colleges
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Community Involvement:
Be a part of your community.
Chamber of Commerce, Rotary, schools
A speech before the Rotary Club gets far more attention than yet another direct-mail appeal for donations.
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Visual Storytelling
Turnerhttp://youtu.be/2V6zXyrPJpo Someone Like You
http://youtu.be/ftWVNrFLzyY
See it in Eyeshttp://youtu.be/WFtb5711AXc
2011 Runhttp://youtu.be/RT0sUGAoyK4
Kids Festhttp://youtu.be/MZRMaUoEY5c
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For-profit organizations
Nonprofitorganizations SUCCESS!
- create shareholder and social value- connect with a range of constituents - communicate the shared values of both organizations
Cause Marketing
http://youtu.be/xyl-8IN9Usg
Your Organization’s
Goals
For-Profit’sGoals
Share goals
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do not conduct market research to better understand their audience.Only one in five said they know what their peers are doing in the area of communications.
said their communications budget is “weak," and another 12 percent said they have no communications budget at all.
said their board discusses communications once a year or less.
said their groups do not regularly include communications staff members in the decision-making process.
Is Communication a Priority?
90%
59%
80%
85%
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Need Help?
College or University – Contact Communication/Marketing dept. to see if they have classes where students do projects.
Ad Agencies – Contact them to see if they do “pro bono” work to help nonprofit organizations.
Friends of Board members or Churches: Know anyone who is good at making videos?
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ListeningMost powerful of all. We live in a culture that doesn’t listen
What makes a person a good listener?
Effective listening is essential to clear communication, and clear communication is essential to leadership.
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Focus Groups
Surveys
In-person
Internet or email
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When you don't promote, a terrible thing happens…NOTHING
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The Center for Nonprofit Communication
© Center for Nonprofit Communication