Importance of Communication Management in Fundraising
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- Dorcas Melton
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1 Importance of Communication Management in Fundraising AFAP PARTNERSHIP WORKSHOP 2013 Presented by Clare Collins
2 Insight Communications Multi-award winning specialist creative public relations & communications agency. NSW State Parliament Resolution Acknowledgments 2013 Asbestos Awareness Week Lymphoedema Awareness Month It s Cool To Be Kind & Iced Tea Party Lymphoedema Awareness Month Public Relations Institute of Australia Awards State Awards for Excellence Asbestos Awareness Week Asbestos Education Committee - Winner Government Sponsored Touch of Teal Campaign Ovarian Cancer Australia - Silver Health Organisations Public Relations Institute of Australia National Golden Target Awards Touch of Teal Campaign Ovarian Cancer Australia - Silver Health Organisations Public Relations Institute of Australia Awards State Awards for Excellence 11th Hour Campaign - Ovarian Cancer Australia - Silver Health Organisations A Gift Like Nun Other - Alma Nuns Timor-Leste - Silver Low Cost / Pro Bono Campaign Public Relations Institute of Australia National Golden Target Awards 11th Hour Campaign Ovarian Cancer Australia - Silver Health Organisations A Gift Like Nun Other: Alma Nuns - Timor-Leste - Silver Lo Cost / Pro Bono Campaign
3 Who are You? If people don t know who you are and what you do, they can t support you! The purpose of ALL communication for NFPs Support core business objectives of the organisation Support fundraising initiatives Brand awareness = Stakeholder engagement Donations Corporate partnerships - dollars & in-kind Spokespersons - ambassadors Access to information & services Information for consumers
4 Communication Assets Communication assets should carry consistent messages and branding. Assets include all forms of communicating your brand and messages Media release Website Facebook Newsletters E-Newsletters Direct mail letters Events & event collateral
5 Communication Challenges for NFPs Limited budgets Unrealistic expectations Timing & competition Subject matter Live & breathe your brand, campaign objectives & messages Research - statistics & research outcomes - Facts & Stats Be strategic leverage synchronised communication tools Know your target audiences at all levels Media - disseminate the messages Targeted approach - define the audiences Story telling - case studies that demonstrate your message
6 What is a Campaign? A campaign is creating awareness of your brand or asking for funds through strategic use of communication tools. If you appealing for funds, a campaign can consist of one or a combination of all of the following: Direct mail appeal letter or Media release Fundraising event Launch of a new initiative
7 Campaign Challenges for NFPs Cont.. Competing with major media stories Donor fatigue every day is an awareness day! Limited internal resources to support campaign Key messages Must always be clearly defined specific to target audiences in line with objectives Media disinterest Not always newsworthy - Be a detective to find the story!
8 Recipe for Success Develop detailed communication strategy Goals & objectives targets assets - budget Utilise all key communication streams media, advertising & marketing, fundraising, digital Must deliver consistent messaging and brand across all streams Creates multiple touch points for messaging Partnership engagement - ask the question...! Demonstrate the purpose your message & need Make a personal connection to your target audience Voice of authority - Spokespersons
9 Campaign Goals & Objectives Goals Overall Brand awareness inform potential clients about services Generate funds to support services - Fundraising targets Engage stakeholders to support your mission e.g. Government Objectives - Specifics Secure media coverage in all regions where you operate Increase corporate partnerships Increase enquiries for support services Increase website traffic
10 Strategic Coordinated Approach Campaign Planning - The devil s in the detail! SWOT analysis - Attention to detail is essential! Messaging Brand Resources Target audiences Competitors Platforms Research quantitative, qualitative & desktop Know your brand, audience, message, market Competitors timing is critical! Determine multiple touch points Creative - lateral thinking Adhere to budget constraints You don t always need big budgets to achieve realistic objectives
11 What s in a Campaign? Defined goals & objectives Primary Secondary Target audiences Primary Secondary Intervening Stakeholder Key messages Appropriate Multiple - tiered Continuity Organisational brand identity
12 What s in a Campaign? Stakeholder engagement Case studies clients, patients, consumers Experts researchers, government representatives Advocates ambassadors, like-minded organisations government Partnership enhancement & development Existing and potential supporters corporate partners Policies & Procedures Approval process Release forms Campaign assets - collateral Media strategy
13 Campaign Assets Collateral Creative campaign themes Marketing materials brochures, flyers, advertising Copywriting media, proposals, briefing notes, event briefs Media release Photography & Videography Images deliver a most compelling story Creative briefs & script writing Digital assets Website informative, accessible, video, call to action Social Media - Supports all other forms of communication
14 Campaign Assets Advertising & Marketing Radio and television CSA s, print ads, posters, flyers, direct mail Event development & management Media, fundraising, stakeholder & community awareness E-marketing E-Newsletter, , banner ads & tiles, social media Spokespersons Demonstrate leadership in the field voice of authority Resilience! Be prepared to kiss a lot of frogs!
15 Media Kits & Distribution What makes an effective media kit? Who, what, where, when & why! well written copy Branding Key messages Spokesperson quotes Statistics & research outcomes Journalist Notes & Photo ops Photographs for use by print journalists Targeted distribution Variations Campaign media kit basis of all others Media template for use by stakeholders Media template for use in case studies
16 Ask the question?
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