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Ready, Set, Communicate

Learn how to identify and understand your audience, develop key messages, and use storytelling to effectively communicate with donors, volunteers, and those receiving your services. Discover local marketing strategies, allocate your budget, and leverage the power of publicity. Understand your rights as a reporter or interviewee, and learn how to distinguish between news and opinion.

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Ready, Set, Communicate

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  1. Ready, Set, Communicate

  2. MessagingBecki FiegelCommunications DirectorMadison Community Foundation

  3. Identify Your Audience(s) • Primary – donors • Secondary – volunteers • Tertiary – those receiving your services • “Hidden” – lawmakers, other organizations, regulators

  4. Know Your Audience • What do they have in common? • Age/gender/income • Location • Income • Lifestyle • What is their motivation? • What do they like or dislike? • What do they care most about? • What do they already know about the topic?

  5. Exercise: Build a “Persona” Pick one of your audiences and fill in as much information as you can about them: • Age • Ethnicity • Family status • Income • Education • Occupation • Residence (urban/rural; homeowner/renter) • Hobbies • How they normally interact with you • How they “consume” information • Cultural habits, preferences and sensitivities • Barriers to them doing what you’re asking for • What motivates them

  6. Develop Key Messages Key messages include the information you want audiences to hear, remember and share about your organization Key messages: • Help you organize your different audiences • Keep your messaging aligned, even if multiple people are writing • Simplify your marketing – you know what message you want to convey in your marketing • Help you achieve your desired outcome

  7. Develop Key Messages Key message examples for an animal shelter: • Overall key message: We protect the welfare of animals in our community through education, adoption and fostering, and animal advocacy. • Adoption customers: By adopting or fostering, or by alerting us to animals in need, you can help us protect the welfare of animals in our community. • For volunteers: Protect the welfare of animals by helping us provide animal care and advocacy. • For donors: You can help us protect the welfare of animals by donating to support animal care, advocacy, and adoption promotion.

  8. Use Stories to Illustrate Your Key Message • Show, don’t tell • Storytelling is one of the most effective forms of communication • Bridge things in common and acknowledge differences • What stories will resonate with your audience?

  9. MarketingYvette JonesPresident & Creative DirectordesignCraft Advertising

  10. Effective Local Marketing Strategies • Determine objective(s) • Define your audience(s) • Craft your USP • Allocate the budget • Convey the message

  11. Establish clear, reachable goals • Ask for detailed objectives • Develop supporting measurements • Determine benchmarks • Involve your staff

  12. Define the audience for each goal

  13. Craft Your USP • What draws donors to my organization? • How can I appeal to the virtuous in all? • What are our shared values?

  14. Show, don’t yell • Honor the trust people have in you • Talk in terms that mean something to your audience

  15. End with a C2A • Write a strong, memorable call to action • Make it flow from your story • Make it irresistible • Make it haunt me

  16. Allocate the Budget • Reallocate every year • Study individual events and campaigns • Determine what needs attention from whom • Leave room for good photography

  17. Surround your target(s) with your message • Online • Social media • Print/mail • TV/radio • Outdoor • Earned media

  18. PublicityBarb Hernandez PresidentBCH OnPoint

  19. Seven News Values • Bizarreness • Conflict • Currency • Impact • Timeliness • Prominence • Proximity

  20. Reporter Bill of Rights • Be granted reasonable access to legitimate news sources • Receive prompt responses to inquiries • Have deadlines and other legitimate needs considered • Receive concise answers to relevant questions • Redirect discussion if it strays from the subject • Obtain printed material to supplement the interview when possible • Evaluate and report the story as they see it • Clarify points with follow-up interviews if necessary • Receive corrections to inaccurate information when possible • Be treated with the same courtesy and respect that you desire

  21. Interviewee Bill of Rights • Know the interview topics in advance • Know the identity and affiliation of the reporter • Have some control over the interview environment • Bring up relevant topics the reporter does not mention • Know how the information is to be used and who else is being interviewed • Respond to accusations • Correct misstatements and misinformation • Restate questions for clarity and brevity • Finish responses without interruption

  22. Do • Tell the truth • Release only confirmed facts • Show concern • Defuse negatives • Remain calm • Provide newsworthy updates

  23. Don’t • Speculate • Overstate or understate • Talk “off the record” • Be thrown by hostile statements • Place blame on someone else

  24. Is it news? Or, is it opinion? • Before pitching a story, make sure you understand the difference • Presenting partial facts or stories can lead to claims of intentionally misleading the public • The public is becoming wary of media stories from various outlets

  25. The difference between hard and soft news • “If it bleeds, it leads” • Hard news • Up-to-the-minute news and events that require immediate reporting are considered hard • Politics, war, economics and crime • Soft news • News that is considered background information or human-interest are thought of as soft news • The arts, entertainment and lifestyle stories are considered to be soft news in nature. • Sometimes they overlap • News that is considered background information or human-interest are thought of as soft news • The arts, entertainment and lifestyle stories are considered to be soft news in nature. • The major difference between hard and soft news is the tone in which the story is presented • Hard news usually takes on a factual approach that explains what happened, who the main people involved were and where and when everything happened and why. • Soft news usually takes a story-telling approach.

  26. Hard news

  27. Soft news

  28. Pitch me something you’d like to see in the news media • It could be something you tried in the past or something that may be coming up soon

  29. MeasurementYvette Jones

  30. Marketing Measurement Tools • Website analytics • Stat reports from online ads • eNewsletter tracking • Referrals, fans, followers • Donations

  31. Compare Results to Benchmarks • Results • Lists • Awareness

  32. Thank you!

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