Bentonville Communication Workshop

Strategic Communication Training
for Nonprofit Professionals

Dan Prater
The Center for Nonprofit Communication
Drury University

dprater@drury.edu © Center for Nonprofit Communication

NPcomm.org

© Center for Nonprofit Communication

In this session:

● Nonprofit overview

● Communication 101 – the basics

● Communicating Internally and Externally

● Success with the Media

● Developing a Plan

● Communicating within a Community


501(c)(6)

The NFL generated at least
$9 billion in revenue last season.

The Nonprofit World
Missouri: 48,225

Trusts, sports, social, Civic, labor, ag,
cemeteries, chambers, credit unions,
Scientific, daycares

* taxexemptworld.com

The Nonprofit World
Arkansas: 18,619

Trusts, sports, social, Civic, labor, ag,
cemeteries, chambers, credit unions,
Scientific, daycares


Benton County – 1,085 $9,284,516,692

Washington County – 1,242 $1,718,585,152

*Income: $11,003,101,731

Health care
Education
Public sector
Charitable
Community development
Civic
Clubs
Social
Faith


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


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.


Rule #1:

YOU CANNOT NOT
COMMUNICATE


YOU CANNOT NOT
COMMUNICATE
This rule applies to individuals AND organizations.

Telephone Signage
Electr
on
yees mater ic
Emplo ials
Location
Print
materials

Conscious vs. Subconscious

o ise Messa
N ges


A study by the University of California found the typical American
consumes 100,000 electronic words in a single day.

TOO MUCH INFO !!


Communication is a highly competitive process


Rule #2:

A communication is not complete unless it is
received and understood (decoded).

George Bernard Shaw once said,

“The greatest problem
with communication is the
illusion that it has been
accomplished.”


Communication is a complex process

Education Cu
Paren
t expe rrent
s rienc
Past e s
Beliefs &
experiences Values

Sender Message Receiver

encoding decoding

LIFE FILTERS


Nonverbal Communication is dominant


Rule #3:
Words are symbols and are
open to interpretation

Word exercise:


Words are symbols and have
powerful meaning


Rule #4:

One of the primary purposes of
communication is to influence or
persuade others.
You ca
n trust m
e Dona
Listen to me te
orga to our
nizat
My point of view ion
is the best one
ct
y produ
Buy m
You s Vote
hould for m
about care e
this
Our company is
ay better than others
Do it this w

Messages connect

16%

84%

Messages do
not connect

86% messages are difficult to remember
80% messages are not consistent, confusing.

Organization Finding focus

MONEY Competition
Training
Economy
Resources

Staff
TIME
Understanding
the work
Board of Directors





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?

Who?

Right
Person
Where?
Place
Time
When?
Way

How?


WHAT?
Before your audience

Internal (community, etc.) can
Understanding understand who you are, it is
essential for you to have a
clear view of yourself.

External
Understanding


WHAT?
1. What is your goal or purpose?
Limit to 2 or 3

2. What is your message foundation?


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?

What are the four most important things your
audience should know about your organization?

Take five minutes to write these out on your own, without
talking to those sitting by you.

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


Your message foundation has three major components:

1.Tagline
2.Elevator Speech
3. Key Messages

Tagline:

Essence of your messaging
Should be most used message
No more than 8 words
Builds on your name
Conveys commitment
Easily repeatable

“Nothing Stops a Bullet Like a Job”


1. Tagline:
Ensure it works with organization’s name
Do: Emphasize emotion and action
Make sure it is easy to say/pronounce

Be too generic
Do Say something you can’t deliver 100%
not: Change your tagline too often

*Getting Attention: Nancy Schwartz

The Message Platform

World’s most Famous Taglines:

Just do it. Nike
You’re in good hands with Allstate
Melts in your mouth, not your M & M candy
hands
Please don’t squeeze the Charmin
Think outside the bun Taco Bell
It keeps going, and going… Energizer
What happens here, stays here Las Vegas

2. Elevator Speech
• Forces clarity
• Helps you see other’s perspective
• It helps engage partners

1 Lead-in Intro - Your role in organization

Your new or unique resource of value
2. Differentiator that deserves immediate attention

Open ended conversation
3. Engagement motivator starter...pause…question

4. Call to action Request to meet, email, call


Let’s Practice:
Write your elevator speech with four components:

Lead-in,
Differentiator,
Engagement motivator,
Call to Action

Elevator: 30 seconds

Don’t get locked in to one approach


3. Key Messages

3 to 6 messages max
No more than 2 sentences each
Respond to most common questions

Complete this list, give to
Who we are all staff/board/volunteers,
practice them, use them
What we do everywhere

Why we exist
What we do not do
What we do not talk about (internal only)


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.


The most effective communication is
always…

C
lear
oncise
consistent
compelling


CLEAR

Avoid inside jargon or industry language:

NA PTSD
UA TPR

GA L l
i ctiona
FST Jurisd itional
s
Dispo


CONSISTENT
Same wording used on all materials and in person

Same colors and fonts used on all materials and signs

Same logo designs on everything

CONCISE
Have a point(s), be organized.

COMPELLING
Three things:
Passion
Personal testimony
People

http://youtu.be/p8QsSzbmW7M

Simple, easy to understand
Not about trash – about people and pride.
Tough and cool


“He who aims at nothing hits it every time.”


WHO?

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’s who list:
People Groups
Business Executives Educators
Civic Leaders Chamber of Commerce
Elected /Gov’t. officials Associations
Business Owners Nonprofit groups
Retirees The Media
Former Clients Clubs
Former Employees Retirees

Exercise
Take 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.


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.


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.


- Both aid disaster victims
- Both have expertise in serving
people in need
- Both have red in logo
- Both rely on volunteers

Intl. stature Christian principles
Political/religious neutrality Commitment to Poor
Gov’t. affiliation (FEMA) Affiliation with Christmas


Blood Donations

Intl. organization
Local organization Gov’t. affiliation (FEMA)
Aids local hospitals


Nonprofit competitive advantage is an organization’s
ability to sustain social value using:
a unique asset,
an outstanding execution,
or both.

Asset: Execution:
Great location Lower cost to funders or members
Better program = better outcomes Efficiency in services cost
Unique programs/services Speed (e.g. disaster response)
Great name brand & recognition Sound marketing/PR
Powerful partnerships Better accountability-transparency
Well-connected board of directors


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?

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.

Most of these organizations are made up of
professionals and business people, the leaders of
the community.

Your
Organization


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.

Speaker’s Bureau

Staff, volunteers, board members (select carefully)

1. Train properly
2. Provide adequate resources
Key messages (aka talking points)
Printed materials
Powerpoint presentations


The Golden Circle ®

Why

How
What

® Simon Sinek, “Start with the Why”

Signage Name
Telephone Recognition Comm.
Involvement
Employees Public
Location Image Print
materials Media
Mission/
vision

Message Platform
Your Your
Organization Audience

Public Awareness Bridge

A word (or two) on Websites

Current
Visually appealing (nonverbal)
Consistent messaging and colors

Purpose-centered (The Why)
Donor friendly
News-Media section


Media

Donate
Connect

Connect

Bold
Graphics

Donate

Get
involved

Connect

Media

Get
involved

Bold
Graphics

Connect

Media Donate

Social
Media

Mon
ey is
long no
e
a va r
l
excu id
se!

Open, free to
use and customize

MS Office - $25 (regular $200-$399)
Upgrade to Windows 7 - $12 (regular $125)
Adobe Creative Suite $150 (regular $700)

OpenOffice.org Libreoffice.org
FREE: Google documents

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


One of the fastest ways to
build awareness of your
program is by obtaining
coverage in the media.

News vs. ads

Who are the “media?”

Newspaper Magazine Radio
Television Online Other print


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


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


Never pass up an opportunity

Major organizational news (good or bad)
Ceremony
Honor/Award to program, board, staff
Fundraising Event
Educational program Great
Volunteer highlight Reasons for
Coverage
Seasonal
New Study
Partnerships with other groups


Conversations are going to occur –
with or without you.

Do you want to be active in shaping
the discussion?


Proactive Contact them to request coverage,
give story ideas

They contact you to get a response Reactive
to a story or news event.

Remember:

It is not the media’s job to promote
your organization.

It is your job to initiate contact and to get coverage.


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


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…


First day of Spring (new hope) - March 20

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

Write down at least five ideas for writing a letter or opinion piece.


Tips for Working with the Media

Speak off the record

DON’T: Assume the interviewer is an adversary
Repeat the interviewers words
Feel obligated to accept unfamiliar facts or figures

Have a designated spokesperson
Humanize the story by using illustrations

DO: 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


Plan Your Trip…

What two things are
essential to planning
a trip?


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

Community
Events

Educational
(clubs, groups)

Take time to fill in some ideas for coverage on your 2013 events

Community fairs, expos, Schools and colleges
festivals, events


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.


Visual Storytelling

Turner
http://youtu.be/2V6zXyrPJpo Someone Like You
http://youtu.be/ftWVNrFLzyY

See it in Eyes
http://youtu.be/WFtb5711AXc Kids Fest
http://youtu.be/MZRMaUoEY5c

2011 Run
http://youtu.be/RT0sUGAoyK4


For-profit Nonprofit
organizations organizations SUCCESS!

Your
For-Profit’s
Organization’s
Goals
Goals

Share goals

- create shareholder and social value
Cause
- connect with a range of constituents
Marketing
- communicate the shared values of both organizations

http://youtu.be/xyl-8IN9Usg

Is Communication a Priority?

90% 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.

59% said their communications budget is “weak," and another 12
percent said they have no communications budget at all.

80% said their board discusses communications once a year or less.

said their groups do not regularly include communications staff
85% members in the decision-making process.


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?


Listening
Most 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.


Focus Groups
Surveys
In-person
Internet or email


When you don't
promote, a terrible
thing happens…
NOTHING


The Center for Nonprofit Communication


Bentonville Communication Workshop

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