3 posts tagged “communications”

Thanks to the CraigsList Foundation for hosting the NYC Nonprofit Boot Camp on Aug. 16.  Miriam Kriegel of BBMG led a particularly interesting session on 'brand driven communications

Miriam stressed the importance of nonprofits identifying what they stand for, what their unique difference from other organizations with compatible missions and realizing that branding is not simply your logo.  She also suggested that narrowing your focus makes your brand stronger.  In addition, if you don't already have a well known brand, "create a new category in which you can claim leadership."

In contrast to building multiple web sites to address different audiences, Miriam suggested using a single web site which is associated with a strong branding message. This presents an interesting challenge - can we serve all of our constituents differently yet have them all view our organization with a consistent identity?

As I've advocated elsewhere, Miriam also stressed the importance that all touch points have similar messaging, e.g. web site, direct mail, telephone, events, board interactions with the public as well as that a brand be presented consistently over time.

These principles are often used in for profit organizations, but they clearly can be used effectively within our sector.  What is it about your organization that makes it unique?  Having a clear mission which staff and board can clearly articulate helps, but creating a strong brand is a critical component of any nonprofit's communications strategy.

While not specific to ephilanthropy, Stacy Jones recent article in Philanthropy Journal, Mistakes Nonprofits Can't Afford to Make, highlights many important marketing basics that nonprofits often neglect:

• focusing only on the mission and not using story-telling to connect emotionally with constituents
• targeting messaging on how constituents can help rather than on the organization
• not using a clear call to action to show ways donors or volunteers can help
• using consistent messaging across all communications
• not providing enough funding to support marketing efforts

For more ideas on this topic, take a look at Network for Good's many nonprofit marketing resources as well as Katye Andresen's non-profit marketing blog and book Robin Hood Marketing,  Small changes in how we interact with our constituents can make a huge difference in how connected they are with our organizations.

Michael Hoffman, CEO of See3 asked this question on the Nten elist this week: how [do] other organizations create a balance between the Communications and the Fundraising departments when it comes to online initiatives. How should Communications and Fundraising interact without having turf battles?

A fascinating discussion has resulted, which is nicely summarized by Nten.

What ideas do you have for improving collaboration between departments that have traditionally operated separately?