By Andrew J. Posey, R. Christine Hershey, Susan L. Wampler
"A finished source supplying functional details in almost each quarter of communications in keeping with findings from nationwide qualitative and quantitative surveys of what nonprofits wish within the zone of communications." (Hearshcause.com)
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Extra resources for Communications Toolkit: A Guide to Navigating Communications for the Nonprofit World
Plan for potential crises so that negative impact is minimized. • Build your brand by distinguishing your organization from other institutions. • Your organizational identity is a key component of your brand. Develop it strategically and protect it vigorously. • Frame your messages to ensure relevance to your audiences and make sure your messages are memorable. • Use storytelling as a technique to inspire your audiences and personalize your organization’s messages. 18 chapter three how do we get there?
Crime shows attracted the Republican men Bush wanted to reach, while the Kerry ad campaign roadside assistance focused on single women, according to an extensive study produced by the Wisconsin Advertising Harvard Business Review: Crisis Management (2000) Project and Nielsen Monitor-Plus, the first time the Nielsen television-rating organization has tracked presidential advertising in all 210 TV markets it measures. see cost-and-benefit chart of select media in the back pocket Crisis Management, Planning for the Inevitable by Steven Fink (2000) Ongoing Crisis Communication: Planning, Managing, & Responding by W.
23 selling It survey says: 80% OF YOU SAY YOUR BOARD DISCUSSES COMMUNICATIONS ONCE A YEAR OR LESS. WHAT IF your organization believes it values communications but acts otherwise? If you don’t have the support you need, your journey may be over before it’s even begun. Does your nonprofit allocate a set percentage of the organization’s overall budget to communications? Or do you have to demonstrate the need for communications funding year after year? Maybe your board or senior administration is worried that some constituents will view an aggressive communications effort as a waste of budget.