The following is an excerpt from my new book, The Fruition Coalition Marketing Plan Workbook. ISBN 978-1-300-59132-1. $24.99.
Communication is the way that your organization formally and informally listens to, responds to, and shares information with its friends. To begin, we will create a list of key words and phrases associated with your organization and programs. This can be used as a reference when writing formal communications material.
From there, we will explore seven additional areas:
Communication Philosophy—To begin, we will explore your organization’s philosophy of communication and interaction with multiple stakeholders.
Customer Service—Next, we will explore how your organization responds to emerging community needs, responds to stakeholder concerns, and assures satisfaction with all aspects of the organization.
Printed Collateral—In this section, we will organize information about the various printed communication materials that your organization creates such as newsletters, flyers, and brochures.
Website—Then, we will work through a list of questions about your organization’s website to make sure it is adequately meeting the needs of your organization and your stakeholders.
Social Media—After examining your organization’s website, we will develop some strategies for effectively using social media.
Publicity—Next, we will develop specific strategies for your organization to effectively interact with traditional media.
Paid Promotion—After that, we will examine how advertising and direct mail can be used by your organization.
Promotion—In this section, we will look at the various ways your organization promotes its work to specific stakeholders and the entire community.
To conclude the communication section of this workbook, we will develop specific communication goals for your organization.
To begin, think of all of the reasons why your organization needs to use these communication tools. Check all that apply and any additional purposes.
____Recruiting program participants
____Other fundraising efforts
____Announcements and news
____Recruiting board members
____Communication with stakeholders