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Strategic Communications for Nonprofit Organizations
Seven Steps to Creating a Successful Plan
Completely rewritten and comprised of virtually all-new material, Strategic Communications for Nonprofit Organizations, Second Edition offers your nonprofit organization a conceptual framework and step-by-step process for developing an easy-to-implement strategic communications plan.
Based on the core principles and approach developed by Radiant Communications, this much-needed volume explains how to transform theory into practice. It encourages nonprofits to be smart in their communications work, to use their limited resources successfully, and to evaluate the impact of their community outreach. Filled with proven techniques to ensure that nonprofits send the right message to each constituency group or audience, Strategic Communications for Nonprofit Organizations, Second Edition equips nonprofit professionals to coordinate their efforts to hit the mark every time.
Employing a wholly practical, in-the-trenches approach that combines expert insights, real-life case studies, and clear, step-by-step instructions, this workbook demonstrates nonprofit communications strategies that work, showing how your nonprofit can effectively:
Set clear goals for the planning process
Determine roles and responsibilities for the CEO, senior staff, and board
Create a strategic plan that reflects the environment surrounding the organization
Identify and connect with your target audience
Achieve SMART communications objectives: specific, measurable, appropriate, realistic, and time-bound
Tailor effective, persuasive messages that are mission-driven, audience-focused, and action-oriented
Develop coordinated dissemination strategies that utilize all five forms of communication: face-to-face, print, audio, video, and electronic communications
Reinforce the mission, values, and messages for maximum impact on each target audience
Practical and proactive, the Second Edition of this step-by-step book is now available with a Web site filled with immediately useful worksheets, forms, surveys, and self-assessment tools needed to create your organization's total communications plan.
"Ms. Patterson has constructed a model for organizational planning and communications that is both deceptively simple and marvelously helpful. I applaud her and am appreciative of so useful a volume of well-researched and practical knowledge."
—Louise Howell, PhD, Executive Director Kentucky River Community Care, Inc.
"Once trained in the Radiant model, we constantly ask ourselves who are we trying to reach, what do we want them to do, what messages/actions will move them to act in our favor, and how will we know if we have succeeded. Once internalized, the model constantly guides me and our staff to channel our collective energy both more efficiently and very effectively to win in the public policy arena."
—Buddy Gill, Chief Advocacy Officer Texas Credit Union League
Your nonprofit's strategic communications plans areactive, organic documents that don't belong on a shelf
Written by renowned nonprofit communication specialists, Strategic Communications for Nonprofit Organizations, Second Edition authoritatively reveals how your organization can project a positive image, focus public attention, strengthen community partnerships, and maximize scarce organizational resources to achieve social change.
Organized to follow the flow of the strategic communications process, the new edition of this step-by-step guide helps your organization answer essential questions, including:
What are we trying to achieve?
Who are we trying to reach?
What do we want supporters to do?
How do we encourage them to do it?
How will we know if we've succeeded?
With an accompanying Web site filled with worksheets, forms, surveys, and self-assessment tools, Strategic Communications for Nonprofit Organizations, Second Edition can be used in its entirety or to specifically focus on a particular challenge. Enthusiastic and readable, this much-needed volume succinctly outlines the basic principles and approach necessary to improve the effectiveness of your nonprofit's communications and outreach efforts in fulfilling its mission and promoting lasting social change.