Strategic Communications...sounds like common sense, no? Well, as simple as it sounds, there are many different aspects that go into a successful communication plan, most of which are highlighted in the trade book Strategic Communications for Nonprofits (K. Bonk, E. Tynes, H. Griggs, P. Sparks).
The first chapter notes the basics of strategic communication. For any communication plan to be successful, it is important to be active rather than passive. A team must anticipate and create events as opposed to sitting back and reacting to events outside of their control. Nonprofits need to possess a "go-getter" mentality, especially when it comes to media contacts. While an organization whose purpose is charity-driven may not have as much trouble generating interest (emotional appeal), organizations that are politically driven will have a much harder time due to the controversial issues covered.
A good communications plan will be solid, both inside and out. It is pivotal that everyone working within an org. is on the same page, working towards the same common goal. Progress as well as issues within a working organization need to be communicated effectively in order to avoid potential disaster.
In addition to internal communicating, and organizations reputation will be affected by how they communicate with the outside world--this includes sponsors, partners, members and the general public. If a nonprofit can compose themselves in a professional manner and generate a professional communication plan, an increase in interest and publicity is a realistic result. "Word of mouth" publicity is something that is increasingly beneficial for the nonprofit. Often times, a single tactic carried out by a nonprofit will ignite a chain of interest. The chapter highlights an example referring to a video link that led to a news station interview that led to an article, etc.
A nonprofit must have all of their ducks in line when it comes to any form of communication. When it comes to external audience, partners are a very important nonprofit audience. When one or more nonprofits have the same goal, it is very beneficial for them to join forces, taking advantage of resources, contacts and research, just to name a few. If a nonprofit is horrible at returning phone calls, has a confusing mission statement and an underlying lack of general responsibility, who on Earth is every going to want to partner with this org.? Um, no thanks.
Long-time fundraiser Roger Craver believes "any group that does not have an effective communications plan will only raise a fraction of the money [it] would otherwise attract."
Who knew the power of such a mundane thing like communicating...
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