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The Legal Aid Communications Evolution

The Legal Aid Communications Evolution. Communications Evolution. Our dark ages The Belden Russonello & Stewart research and the Bringing Justice Home Campaign Progress since 2000. Communications Evolution. Our dark ages

charlene-durham
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The Legal Aid Communications Evolution

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  1. The Legal Aid Communications Evolution

  2. Communications Evolution • Our dark ages • The Belden Russonello & Stewart research and the Bringing Justice Home Campaign • Progress since 2000

  3. Communications Evolution • Our dark ages • The Belden Russonello & Stewart research and the Bringing Justice Home Campaign • Progress since 2000

  4. BJH Goals • Increase visibility/eliminate anonymity • Increase understanding and support • Translate visibility and understanding into: • Public & private funding • Political support

  5. BJH Primary Audiences • Opinion leaders • Donors, potential donors • Policy makers

  6. BJH Key Messages • Make difference in individual lives • Every person has a right to equal access to justice • Every person in America should be treated fairly

  7. Increased Sophistication • Tailoring the message to the audience • The importance of the messenger • Recognition of the strengths and weaknesses of our decentralized system: • Every state/program is different • Fundraising is personal, friend to friend • Knowing your audience

  8. Key messages, now • Make difference in individual lives • Every person has a right to equal access to justice • Good investment • Solving the problem – homelessness, domestic violence, no health care • Long-term solutions

  9. Funding Changes

  10. “The Atlanta Legal Aid Society clearly gets it.. they have real human stories on their site and they even have a video that got me choked up -- I want to donate!  Do most legal aid non-profits take their communication to that level??” -- Carmine Gallo

  11. “I wanted to see for myself how legal aid non-profits could incorporate some techniques…….. I found some great examples on the sites.” -- Carmine Gallo

  12. What they're saying about ATLANTA LEGAL AID: ". . . the highest servants of the people. . . .“ ". . . making the community whole. . . ." ". . . the measure of a society is how it dealswith the least fortunate. . . . " ". . . the most outstanding legal aidin the country. . . . " "It's a great story, and I'm proud to have been a part of it." www.atlantalegalaid.org

  13. A successful communications strategy is comprehensive • Words and pictures in hard copy • Words, pictures, and video on the web • All forms of personal communications • One-on-one formal meetings, lunches, etc. • “Informal” opportunities – receptions, bar meetings, etc. • Formal, planned events – hearings, dinners, open houses, etc.

  14. For more information: Meredith McBurney Resource Development Consultant 303-329-8091; meredithmcburney@msn.com

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