community action partnership of oregon - january …...maximizing your social media presence,...
TRANSCRIPT
Strategically Increasing
Your Agency’s Presence
Kenneth Ackerman, Project Manager
Ohio Association of Community Action Agencies
434.295.8802
A Resource Guide
Presenter: Ken Ackerman
Fun with Tupelo & Karma
Always Ready to Greet
Ken Ackerman is the creator and manager of VirtualCAP.org
launched in 2002 through federal OCS funding. Virtual CAP supports
sharing of information among Community Action Agencies and
promotes replication of successful CAA initiatives.
Ken served as the primary researcher for NASCSP to identify
material on evidence-based, evidence-informed, exemplary and
promising programs/practices that are now featured on the Resource
Bank of the CSBG T/TA Center .
His involvement with Community Action began in 1971 as a VISTA
volunteer in rural Virginia. He then directed a desegregation program in
Prince Edward County (VA) where the public schools had been closed to
fight school integration from 1959-1963. He served as Executive Director
of the Monticello Area CAA from 1976-2000 after initially working as the
agency’s Chief Planner.
Ken is a certified peer reviewer for the Award for
Excellence/Pathways to Excellence in Community Action and has
provided interim management assistance and direct T&TA to CAAs
across the U.S.
STOP
BEING THE WORLD’S
BEST KEPT
SECRET
STRATEGICALLY
...forging a strong internal agency identity
...deliberately creating public awareness
...reinforcing the value you create
...increasing your influence
Organizing Your Efforts
CSBG Organizational Standards
How many triangles do you see?
STRATEGICALLY
...forging a strong internal agency identity
...deliberately creating public awareness
...reinforcing the value you create
...increasing your influence
Forging a strong internal agency identity
*Brand
Agency name ... *Tagline ... Logo ... Elevator Speech
*Vision
Inspirational statement about “reaching the mountaintop”
*Mission – Beacon and Glue for your agency
Concise and powerful statement that RESONATES about why you exist – What the AGENCY
is working to accomplish – What difference you make!
Values
What your agency believes in, stands for, and how it approaches its work
Board Leadership as Part of Agency Identity
High performing board – Diverse and influential membership
Promotes the agency and is respected in all sectors of the community
*Employees as Stakeholders
Staff is committed to AGENCY mission, understands their role, exemplifies professional
conduct, is accountable, and strives for high-level performance
Agency Material – Locations – Events
Unifying features, i.e. signage, banner, mission statement displayed, publications, flyers,
brochures, infographics, promotional items
Branding
Get on Board
with Community Action Branding VirtualCAP RoundUP, May 2017
Why Brand with
Community Action Partnership?
Style Guidelines
Branding Community Action
The Promise
of Community Action
Example of CAA Taglines Break Barriers, Build Futures, Powered by Community Action
Building better lives, stronger communities – together
Building Bridges to Self-Sufficiency
Building Futures, Realizing Dreams
Changing lives... Creating opportunity!
Helping People. Changing Lives. Building Communities.
Helping people. Changing lives. Engaging communities to end poverty.
Helping People. Changing Lives. Strengthening Communities.
Helping People Help Themselves
Helping People Reach for a Better Future
Meeting Needs | Changing Lives
Opening Doors. Creating Opportunities.
Pathways from poverty to success
People focused, community-driven
Supporting People, Strengthening Communities
Transforming People and Communities
your local community action program
Taglines and Elevator Speeches
Nonprofit Taglines: The Art of Effective Brevity, Nonprofit Quarterly
Five-Point Checklist For Creating a Great Nonprofit Tagline, Mission Minded
Seven Dos and Don’t for Strong Nonprofit Taglines (case study), gettingattention.org
How to Write Great Taglines and Mission Statements, the balance
Involving board, staff and the community
What’s in a Nonprofit Name? Community Action Agency Goes Rogue…ish Nonprofit Quarterly
Powerful Elevator Speech Exercise for Your Board Members, Fired Up Fundraising
Mission Haiku: the Poetry of Mission Statements, Nonprofit Quarterly Three-line poem written in 17 syllables 5/7/5
Worksheet
TopNonprofits.com/mission-statements
Mission Statements
Internally
Inspire, motivate and unify staff, board
members and volunteers
Guide leaders through decision-making
and strategic planning processes
Serve as the root for the organization's
intended impact and theory of change
Set goals and identify measures of success
Establish and reinforce shared values,
norms and beliefs
Externally
Inspire and generate external support
Communicate goals and aspirations to
potential funders, collaborators, partners,
and beneficiaries
Mission and Vision
The Bridgespan Group
Employees as Stakeholders
open article
Topics covered with recommendations
Defining employee engagement and why it matters
Management and organizational factors affecting engagement such as mission
attachment, career development, job specificity, management relations,
participatory management, emotional engagement & burnout
How does engagement impact employee turnover
How does employee engagement impact our community?
Employees as Stakeholders
ILCAO’s videos work together
to articulate and advance
the agency’s mission and values
open article
Employees as Stakeholders
open article
Community Action Poverty Fighters
STRATEGICALLY
...forging a strong internal agency identity
...deliberately creating public awareness
...reinforcing the value you create
...increasing your influence
Deliberately creating public awareness
*Strategic Communication Plan
Audiences ... Messages ... Platform ... Action Plan [Design Resources for Community Action Professionals, Iowa Community Action Association]
*Dynamic Website
CLEAN LOOK – not too dense, busy or wordy – not too difficult to navigate – multimedia
*Annual Report
Concise and compelling presentation that RESONATES about why you’re important
What you do and what you’ve has accomplished (high-level data, success stories, quotes)
Photos – Highlighted material [19 Reasons You Should Include Visual Content in Your Marketing [Data], HubSpot]
Newsletters and Email Blasts
*Social Media
Various platforms – Agency policy – Varied type of information – Maintaining a presence
*Media Coverage
Compelling news – Agency policy – Serving as a go-to source – Building relationships
Community Events
Open House –Special events – Community meetings – Forums
Strategic Communication Plan
Topics covered
Communication objectives – What do you want to achieve?
Positioning statement – Who is your organization and what do you offer that’s unique?
Target audience – Who are you trying to reach and what do you want them to do?
Desired actions – What concrete actions do you want target audiences to take?
Communications platforms
Messaging – Create list of topics to generate article for website, email, social media
Key dates – Events, program information, special campaigns
Benchmarks for success
Activity plan
Nonprofit Communication Plan Template Upleaf Technology Solutions
Strategic Communication Plan
Topics covered
Laying the groundwork
Explore your environment: External scan
Fill in the foundations of your Message Framework
WHO to influence
Identify your audience(s)
WHAT to say
Develop your message(s)
See Start with Why video – WSCAP Futures Project slides
Test your message(s)
Develop talking points
HOW to reach your audience
Channels and tactics
Making effective use of technology
Evaluating channels and tactics
Take action
Craft communications objectives
Check yourself against best practices
Tech-Savvy Communications
A Toolkit for Nonprofits
NPower
Worksheets
Maintain a dynamic website
Local CAA Directory VirtualCAP.org
CLEAN LOOK
Not too dense, busy or wordy
Not too difficult to navigate
Multimedia
Maintain a dynamic website
The Power of Infographics: How Do They Create Impact Elliott Cowan, Here’s My Chance
CLEAN LOOK
Not too dense, busy or wordy – not too difficult to navigate – multimedia
Maintain a dynamic website
Best Practices covered
Know Your Audience
Focus Your Homepage
Share Your Mission
Use Compelling Imagery
Ensure Ease in Navigation
Include Clear, Bold Calls to Action
Showcase Your Stewardship
Keep Content Fresh
Be Social
Provide a Personal Touch with Multimedia
Ten Steps to a More Effective Nonprofit Website
4-part article by Kelley Jarrett, Blackbaud
Additional resource
11 Nonprofits That Rock Responsive Web Design
Nonprofit Quarterly
Additional resource
Best Websites of Non-Profit Organizations
Vandelay Design
Maintain a dynamic website
Ideas for Content
Home Page
About Us
• Mission
• Board/Staff information
• Annual Report
• Other Documents
Programs
Impact/Results
News/Events
Blog
Get Involved
Volunteer, donate, take action
Locations/Contact Us
Social Media
Formats
Photos/Images
Videos
Infographics
Downloadable material
• Publications
• Brochures/Flyers
Annual Reports
CAA Annual Reports VirtualCAP.org
Concise and compelling
presentation
that RESONATES
about why you’re important
The Power of Infographics:
How Do They Create Impact Elliott Cowan, Here’s My Chance
Annual Reports
CAA Annual Reports & Resources to Help Create an Effective Report VirtualCAP RoundUP, June 2017
Social Media
Maximizing Your Social Media Presence, November 16 webinar North Carolina Community Action Association – registration for non-members Social Media 101 – Social Media Quickstarter and Why and How Your Nonprofit Can Make Time for Social Media, ConstantContact Social Media Policy Template, Community Action Risk Management Portal Nonprofit Social Media Policy Workbook, Balance Interactive and Idealware Social Media Policy Templates, Idealware The Art of Listening: Social Media Toolkit for Nonprofits, The GreenLining Institute 10 Steps to a Successful Nonprofit Social Media Strategy (webinar recording) Boston Foundation 10 Social Media Strategies That Increase Engagement and Inspire Donors Nonprofit Tech for Good A Strategic Guide to Social Media for Nonprofits, Sprout Social 9 Winning Nonprofit Social Media Strategies, Maximize Social Business
Media Coverage
Build Public Relations/Media Inquiries Policy Template Community Action Risk Management Portal Media Relations and Sample Media Relations Policy, BoardSource How to create a media kit for your nonprofit Nonprofit MarCommunity 10 Tips for Getting Local Media Attention for Your Nonprofit Joanne Fritz, the balance Media Tools, Marguerite Casey Foundation Contacting the media – Talking to Reporters – Writing a press release Top 10 Media Relations Tips for Nonprofits Johnson Center at Grand Valley State University
STRATEGICALLY
...forging a strong agency internal identity
...deliberately creating public awareness
...reinforcing the value you create
...increasing your influence
Reinforcing the Value You Create
Tie to Your Mission and Values
The Whys of What You Do!
Data on Services – Outcomes – Value to the Community
Annual Report – Web Page/Blog Posts/Social Media
*Infographics – Short Videos – Reports to Local Officials
Press Coverage – *Speaker´s Bureau
*Making It Personal
Storytelling – Using videos (not just talking heads)
Direct Exposure to Community Needs
and How Your Work is Making a Difference
Tours – Testimonials – Customer satisfaction data
Engaging customers as advocates
Reinforcing the Value You Create
Resources on Infographics Includes some CAA infographics Does Your Organization Need a Speakers’ Bureau, Nonprofit World 8 steps to create a results-oriented speakers’ bureau
Showcase Your Experts—Speakers’ Bureau How-Tos GettingAttention.org
Storytelling Resources Includes guidance and tools on telling your story including creating effective videos
“I’ve learned
that people will
forget what you
said,
people will
forget what you
did,
but people will
never forget
how you made
them feel.”
Maya Angelou
STRATEGICALLY
...forging a strong internal agency identity
...deliberately creating public awareness
...reinforcing the value you create
...increasing your influence
Increasing Your Influence
*Strategic Partnerships Focus of Effort ... Key Partners/Allies ... Strategies ... Action Plan
*Power Analysis Formally assess the agency’s connections and ability to gain support for its efforts and critical issues affecting the community
*Board of Directors Diverse board membership connected with and able to influence important sectors of the community Understands and acts upon its role as an advocate for the agency and the agency’s mission
Other Forms of Involvement Advisory groups - Friends of XYZ CAA – Volunteers Serve on committee or ad hoc group Community organizing events such as coalition, brown bag lunch sessions, public forums
Increasing Your Influence
Strategic Partnerships
Partnerships and Collaboration [and Collective Impact]
The Bridgespan Group
Partnership Tracking Tool and Resources for Collaboration
Community Action, Inc. (KS) – Item on VirtualCAP.org
Includes Community Partnership Tool Kit from W.K. Kellogg Foundation
Power Mapping / Power Analysis
Power mapping resources
Six degrees of separation
Board Recruitment and Board Advocacy
Adapt for your agency
Sample Recruitment Grid, ABC Nonprofit Organization
Sample Board Composition Analysis, Housing Opportunities Made Equal (VA)
Stand for Your Mission: Creating Positive Change Through Board Advocacy
Stand for Your Mission Includes Discussion Guide – Expectations for Leadership – and more!
Organizing Your Efforts!
Using resources from this webinar
• Checklist of topics
• Use the slides as a toolkit – links to further
information and resources
How to make progress
(one or more that might work for your agency)
• Dedicated staff position
• Staff committee to coordinate
• Board committee to oversee
• Staff member(s) interested in certain facets of the
work, i.e. social media, blog, public speaking, etc.
• Volunteers, i.e. retired individuals,
business/corporate support, university intern(s),
others
• Find out how other CAAs have tackled this work
CSBG Organizational Standards
Categories 1-4
Categories 7-9 Categories 5-6
Keep Up with VirtualCAP.org
Follow @virtualcap 1virtualcap
Kenneth Ackerman, Virtual CAP Manager
Ohio Association of Community Action Agencies
434.295.8802
VirtualCAP is a project of