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Developing a Compelling Communications Presence

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Nonprofits acquire and expend resources constantly in order to make a difference in their communities. Developing a compelling communications presence allows agencies to attract greater interest for lasting social change. This workshop explores components of a strong communications presence including branded elements, a functional website and engaging social platforms.

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Developing a Compelling Communications Presence

  1. 1. High Desert Resource Network Developing a Compelling Communications Presence Presented by Reggie Woolery Arts4Good
  2. 2. Design for Good Bringing together design professionals and nonprofits to amplify their missions and Causes..
  3. 3. • Workshop time: 40mins • Compelling Communications: Overview (10min) • Individual Strategy Session (15min) • Group Strategy Session (15min) • Tools. Q + A? (10min)
  4. 4. Compelling
  5. 5. Compelling “…to force or push toward a course of action; a powerful or irresistible effect requiring acute attention, admiration or respect.”
  6. 6. Compelling • Adjective 1. to force or push toward a course of action; a powerful or irresistible effect requiring acute attention, admiration or respect.
  7. 7. Compelling • Adjective 1. to force or push toward a course of action; a powerful or irresistible effect requiring acute attention, admiration or respect
  8. 8. Compelling • Adjective 1. to force or push toward a course of action; a powerful or irresistible effect requiring acute attention, admiration or respect.
  9. 9. Compelling • Adjective 1. to force or push toward a course of action; a powerful or irresistible effect requiring acute attention, admiration or respect.
  10. 10. Compelling • Adjective 1. to force or push toward a course of action; a powerful or irresistible effect requiring acute attention, admiration or respect.
  11. 11. Compelling • Adjective 1. to force or push toward a course of action; a powerful or irresistible effect requiring acute attention, admiration or respect.
  12. 12. Compelling • Adjective 1. to force or push toward a course of action; a powerful or irresistible effect requiring acute attention, admiration or respect.
  13. 13. Compelling • Adjective 1. to force or push toward a course of action; a powerful or irresistible effect requiring acute attention, admiration or respect.
  14. 14. Compelling • Adjective 1. to force or push toward a course of action; a powerful or irresistible effect requiring acute attention, admiration or respect.
  15. 15. Compelling  Speaking with Authority and Authenticity
  16. 16. Compelling • Speaking with Authority and Authenticity • Authority (expert at stewarding resources)
  17. 17. Compelling • Speaking with Authority and Authenticity • Authority (expert at stewarding resources) • 1. DO what is best for the people (CAUSE)
  18. 18. Compelling • Speaking with Authority and Authenticity • Authority (expert at stewarding resources) • 1. DO what is best for the people (CAUSE) • 2. KNOW what is best for the people (RESEARCH)
  19. 19. Compelling • Speaking with Authority and Authenticity • Authority (expert at stewarding resources) • 1. DO what is best for the people (CAUSE) • 2. KNOW what is best for the people (RESEARCH) • 3. SAY what is best for the people (ADVOCACY)
  20. 20. Compelling • Speaking with Authority and Authenticity • Authority (expert at stewarding resources) • 1. DO what is best for the people (CAUSE) • 2. KNOW what is best for the people (RESEARCH) • 3. SAY what is best for the people (ADVOCACY) • 4. TEACHING what is best for the people (TRAIN)
  21. 21. Compelling • Speaking with Authority and Authenticity • Authenticity (expert at relationship building)
  22. 22. Compelling • Speaking with Authority and Authenticity • Authenticity (expert at relationship building) • 1. CARE shown for underserved people and places
  23. 23. Compelling • Speaking with Authority and Authenticity • Authenticity (expert at relationship building) • 1. CARE shown for underserved people and places • 2. SUPPORT efforts + campaigns to end poverty
  24. 24. Compelling • Speaking with Authority and Authenticity • Authenticity (expert at relationship building) • 1. CARE shown for underserved people and places • 2. SUPPORT efforts + campaigns to end poverty • 3. CONNECT in collaboration and partnership
  25. 25. Compelling • Speaking with Authority and Authenticity • Authenticity (expert at relationship building) • 1. CARE shown for underserved people and places • 2. SUPPORT efforts + campaigns to end poverty • 3. CONNECT in collaboration and partnership • 4. GENUINE stories and testimonials from clients
  26. 26. Compelling What are the Connections between Authority (strategic business objectives) and Authenticity (strategic communications aims)?
  27. 27. Compelling What are the Connections between Authority (strategic business objectives) and Authenticity (strategic communications aims)? Exemplar #1: San Marino Schools Foundation
  28. 28. Compelling
  29. 29. Compelling Why Branding and Communications? Exemplar #2: Share Our Strength Opinion article: Reaping Rewards from Doing the Unexpected by Bill Shore, in Philanthropy
  30. 30. Compelling Why Branding and Communications? “What has always been most expected of us is helping to feed hungry kids. That’s or highest priority. But scaling efforts to reach as many of those hungry children as possible required doing what was least expected of us: investing funds in building the brand of our No Kid Hungry campaign – precisely the kinds of expenditures in marketing, communications, and promotions that give donors pause and may mean feeding fewer people in the short term.”
  31. 31. Compelling Why Branding and Communications? “Our board of directors understood that like most enterprises, whether profit or nonprofit, brand building was not our expertise. They urged us to spend money we did not have to hire a branding and communications firm. Though that seems counter to the more conservative approach one might expect from a traditional board, our board of businesspeople believed if you had a story to tell, a story that could help more children, you had an almost moral obligation to tell it.”
  32. 32. Compelling Workshop Time. A. 5min. Come up with five compelling bullet points about your organization and why the NYT should write a story about you.
  33. 33. Compelling Workshop Time. B. 10min. At your table, imagine you are now part of one organization. Why should the NYT or Boston Globe write about the work you are doing in San Bernardino county? Discuss your strengths with others at your table. Select a lead presenter. Design a 2min pitch.
  34. 34. Compelling Communications Planning and Assessment Tools
  35. 35. Compelling Communications Planning and Assessment Tools a. Communications Platforms flowchart
  36. 36. Compelling
  37. 37. Compelling Communications Planning and Assessment a. Communications Platforms flowchart b. Website Re-design and Calls-to-Action
  38. 38. Compelling
  39. 39. Compelling Communications Planning and Assessment a. Communications Platforms flowchart b. Website Re-design and Calls-to-Action c. Branding Self-Evaluation Rubric
  40. 40. Compelling
  41. 41. Compelling Communications Planning and Assessment a. Communications Platforms flowchart b. Website Re-design and Calls-to-Action c. Branding Self-Evaluation Rubric d. Strategic Communications Plan
  42. 42. Compelling
  43. 43. Compelling Summary: Q + A
  44. 44. Compelling • Reggie Woolery, Arts4Good • web: Arts4Good.net • ph: 909.234.4782 • em: reggiewoolery@hotmail.com • em: info@arts4good.net • Tw: arts4_good • Insta: arts4good

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