![Page 1: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/1.jpg)
How to Write A Nonprofit Communications PlanBY ALLISON CARNEYSHERWOOD TRUST TRAINING 1/17/18
![Page 2: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/2.jpg)
About Me
![Page 3: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/3.jpg)
About Me
![Page 4: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/4.jpg)
My Objective Today
To enable you to create a communications plan that supports your organizational objectives
![Page 5: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/5.jpg)
Why Plan?
Competing priorities
Calendar through the year
Alignment of people, resources, and partnerships
![Page 6: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/6.jpg)
Strategic Plan Poll
Do you have a strategic plan?
![Page 7: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/7.jpg)
My graduate degree in 3 bullet points
Audience
How to reach them and inspire them to take action
Objective
![Page 8: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/8.jpg)
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
![Page 9: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/9.jpg)
Animal Shelter Nonprofit: K.A.P.O.W
K.A.P.O.W.(Kittens and Puppies of Washington)Dedicated to interspecies cooperation in the Evergreen State.
![Page 10: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/10.jpg)
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
![Page 11: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/11.jpg)
Objective definition
Rule 1: Requires action from your audience
Rule 2: Can be measured
![Page 12: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/12.jpg)
Quiz!
No!This is not measurable and there is no action required from
the audience.
Objective: To raise awareness for our nonprofit
![Page 13: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/13.jpg)
Quiz!
Objective:To increase affordable housing funding in
King County by 10%Yes!
It is measurable and requires action from voters or legislators
![Page 14: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/14.jpg)
Possible Communications Objectives
Vote Pass legislation Recruit volunteers Recruit board members Launch a new program More clients in the door
![Page 15: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/15.jpg)
K.A.P.O.W Objectives
Recruit 100 more volunteers
Objective Audience Message
![Page 16: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/16.jpg)
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
![Page 17: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/17.jpg)
Audience definition
Whoever needs to move their arms or legs to achieve your objectives
![Page 18: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/18.jpg)
K.A.P.O.W Audiences
100 more volunteers: Local college students
Objective Audience Message
![Page 19: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/19.jpg)
Audiences Examples
College students
Local parents
Your clients
Partner organizations
Council members
Local seniors
Small business owners
PTA members
Your volunteers
Expectant mothers
Middle schoolers
Lapsed donors
![Page 20: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/20.jpg)
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
![Page 21: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/21.jpg)
It’s not about what you want them to know.
![Page 22: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/22.jpg)
It’s about what they want.
![Page 23: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/23.jpg)
Message
Their self-interest
The action you want them to
take
![Page 24: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/24.jpg)
MessageYour message!
![Page 25: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/25.jpg)
K.A.P.O.W. Message: College Students
Credit for schoolResume builder
Playing with dogs
Volunteer atThe shelter
Objective Self-interest
![Page 26: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/26.jpg)
K.A.P.O.W. Message: College Students
Cuddle dogs, gain hands-on work experience, and
make a difference. Volunteer with K.A.P.O.W.
![Page 27: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/27.jpg)
A note before we get any further…
![Page 28: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/28.jpg)
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
![Page 29: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/29.jpg)
EvaluationMonthly reports:Quantitative (social media growth, click through rate, website visitors)Qualitative (connections made, important recognition, etc.)Lessons learnedEnd of the year, measure if you achieved your goals
![Page 30: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/30.jpg)
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
![Page 31: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/31.jpg)
Channels
Affinity groups Advocacy newsletters Instagram Snapchat E-mail newsletter Political meetings
Facebook groups PTA meetings College campuses Public radio Seattle Times Chamber of commerce
![Page 32: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/32.jpg)
K.A.P.O.W ChannelsChannel Content Calendar Plan
Local college students: flyers on campus, career center, social media, campus animal rights group
![Page 33: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/33.jpg)
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
![Page 34: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/34.jpg)
Content
Blogs Direct mail Newsletter Infographics Flyers
Social media posts
Webpages
E-blasts
Postcards
Articles
Promotional products
Brochures
Whitepapers
Ads
Videos
![Page 35: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/35.jpg)
K.A.P.O.W ContentChannel Content Calendar Plan
Local college students: Blogs, flyers, social media posts, video about volunteers
![Page 36: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/36.jpg)
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
![Page 37: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/37.jpg)
Calendar
Events
Giving days
End of Year Appeal Holidays
Awareness Days
Beginnings of semesters
Summer Thanksgiving Tax season
![Page 38: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/38.jpg)
K.A.P.O.W Calendar
Channel Content Calendar Plan
Local college students: Beginning of semesters, volunteer appreciation week, Puppy Mill Awareness Week
![Page 39: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/39.jpg)
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
![Page 40: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/40.jpg)
K.A.P.O.W PlanChannel Content Calendar Plan
Apr May Jun Jul Aug Sept $$
Talk to programs about volunteer needs 20 -
Design and print banner to have behind table 15 $150
Send e-mail to list about upcoming fair 1
Update webpage with volunteering info 15 -
Create and print flyer for upcoming opp’tys 15 $30
Internship fair at local college 10
![Page 41: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/41.jpg)
Elements of a Communications Plan
Objective Audience Message
Channel Content Calendar Plan
Phase 1: What you’re doing
Phase 2: How you’re doing it
![Page 42: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/42.jpg)
@AHCARNEY | #NPCOMMS
Special Discount to Trainees!
![Page 43: How to Write A Nonprofit Communications Plan · (Kittens and Puppies of Washington) Dedicated to interspecies cooperation in the Evergreen State. ... Vote Pass legislation ... It’s](https://reader035.vdocuments.mx/reader035/viewer/2022070110/60494bb5f6246e13654be027/html5/thumbnails/43.jpg)
Communications AuditA professional, written analysis of all digital properties (website, social media, etc.) and printed materials
What you get:Learn what’s working wellPrioritize opportunities to improveMake the case for investment
Normally$1,000
For trainees$500