How a nonprofit's strategic communications department defines its issues and policies determines whether the public views it as an effective organization. "Strategic Communications for Nonprofit Organizations, Second Edition" supports nonprofits in using their resources most effectively. The Second Edition includes an accompanying CD-ROM, equipping professionals with the worksheets, forms, surveys, and self-assessment tools needed to create a total communications plan. Plus, the book's step-by-step instructions demonstrate nonprofit communications strategies that work. Practical and clear, this in-the-trenches book provides nonprofit CEOs with expert insights to achieve their mission.

Table of Contents

About The Author. Preface. Chapter 1: Getting The Most Out Of This Book. Intended Audiences. The Strategic Communications Plan Framework. Structure Of The Workbook. How To Use This Workbook. Task One. Chapter 2: The Strategic Communications Planning Process. Why Strategic Communications Matters. Benefits Of Strategic Communications Planning. Roles And Responsibilities In Strategic Communications Planning. Forming A Communications Action Team (Cat). Communications Audit Team (At). Crisis Communications Planning. What The Crisis Communications Planning Team (Ccpt) Does. What The Crisis Control Team (Cct) Does. Who To Recruit. Take The Time, Make The Time. Chapter 3: Step One: Preparing To Plan. Strategic Communications Is Grounded In The Mission. Review The Organization's Mission Statement. Review The Organization's Program Goals, Objectives And Financial Priorities. Communications Audit. Purpose Of The Communication Audit. Components Of A Communications Audit. Conducting The Communications Audit-Methodology. Step One: Assessing Current Performance And Capacity. Step Two: Inventory And Analysis Of Current Communications Vehicles. Step Three: Website Usability Testing. Step Four: Recommendations. Chapter 4: Step 2: Conduct A Situation Analysis. Internal Analysis. Organizational Culture. Strengths And Weaknesses. External Analysis. SWOT (Strengths, Weaknesses, Opportunities, Threats) Analysis. Chapter 5: Step Three: Target Your Audience. Understand Your Audience. Audience Segmentation. Complete An Audience Profile For Each Priority Audience. Research Your Audience. Chapter 6: Step Four: Fostering Audience Support. Defining Communications Objectives. Project Objectives Vs. Communications Objectives. Apply The Smart Test. Create The Communications Objectives. Cycle Of The Communications Process. Communications Objectives: Some Examples Using The Cycle Of Communications. Fostering Audience Support By Setting Communications Objectives. Chapter 7: Step Five: Promoting The Plan. Framing Issues And Developing Persuasive Messages. Define The Key Message Themes. Framing The Message. The Media's Role In Framing. Episodic And Thematic Frames. Conducting A Framing Analysis. How The Organization's Issues Are Perceived By The Public. Reframing. Reframing: A Case Study. First Impressions. Organizational Descriptions. Messages That Resonate. Building A Message Platform For The Organization. Chapter 8: Step Six: Advancing The Plan. Develop Appropriate Strategies And Vehicles. Audience Responsiveness. Your Organization's Relationship To The Audience And/Or The Messenger. How The Strategy Or Vehicle Will Influence The Audience's Perceptions. Controlling The Message. Effort To Implement. Budget Issues. Potential Uses With Other Audiences. Evaluating Existing And Potential Strategies For Meeting Communications Objectives. Case Study: Future Generations. Strategies And Vehicles To Meet Communications Objectives. Vehicles. Strategic Use Of Communication Vehicles. Building A Comprehensive Portfolio Of Communications Vehicles To Support The Communications Objectives. Chapter 9: Step Seven: Ensuring The Plan Succeeds. Measurement And Evaluation. Steps In The Evaluation Process. Concepts That Have Driven The Strategic Communications Process. Measuring Success In Achieving Communications Objectives. Tracking Communications Activities. Measuring Communications Impact. Monitoring The Progress On Communications Objectives. Evaluation Tools. Finalize The Report. Chapter 10: Pulling It All Together: Create The Plan. The Seven Steps Of The Strategic Communications Plan. The When And Where. Putting It All Together. Buy-In: Creating Organizational Ownership. What Messages Will Promote Support For The Communications Plan? Tips For Building Support. Buy In From The Donor Community: Building The Case For Sustainable Capacity. Money: If It's A Good Idea, You Can Sell It. Other Opportunities. Income-Producing Possibilities. In-Kind Contributions. A Final Note. Strategic Communciations Plan Template. Appendices. Appendix 1: Planet 3000 Case Study. Appendix 2: Essential Communications Tools. Appendix 3: Elements of a Style Manual. Appendix 4: Expanding the Organization's Coalitions and Partnerships.

Author Biography

Sally J. Patterson is the President of Radiant Communications, Inc., a strategic communications firm that counsels nonprofit leaders on organizational issues including communications planning, executive coaching, and leadership transitions. Based in Washington, D.C., she has more than thirty years of strategic communications and public policy expertise including ten years with public opinion research firms. She has provided strategic communications consultation and training to more than 700 nonprofit organizations. Janel M. Radtke-considered a pioneer in open-access communications among nonprofits-brought home to many the importance of the person in the technology equation. She was the founder and president of Radiant Communications, Inc., until her death in 1999. Before that, she garnered twenty years of experience helping nonprofits and educational institutions shape communication strategies and navigate a rapidly changing technological environment.