Communications strategist Nickelina Noel shares her expertise on creating a robust communication strategy for nonprofits. The discussion delves into five essential tips that nonprofits can use to improve their communication efforts.
Noel starts by emphasizing the importance of setting measurable objectives for a communication strategy. She defines a communication strategy as a comprehensive outline of outcomes an organization aims to achieve. To create these objectives, she suggests using the “5W’s” approach (Who, What, When, Where, and Why) commonly used by journalists to answer crucial questions about the target audience, message, timing, channels, and purpose. Additionally, Noel introduces the concept of “SMART” objectives, which stands for Specific, Measurable, Achievable, Relevant, and Time-bound.
The next tip centers around identifying the target audience. Noel highlights the need to create audience profiles based on factors like donor segments, volunteers, advocates, and corporate partners. By understanding their preferences and behavior, nonprofits can better tailor their messages to resonate with different groups effectively.
Crafting compelling messages comes next on the agenda. Noel explains that messages should be clear, consistent, and reinforce the organization’s mission and values. Tailoring messages to different audiences allows nonprofits to engage effectively with their diverse stakeholders.
Moving on to the channels, Noel recommends a mix of traditional and digital platforms. Nonprofits should consider their target audience’s preferences and behaviors when choosing channels for communication. Measuring engagement rates on various platforms, such as social media and email marketing, can help fine-tune the strategy.
The Show concludes with a discussion of the importance of regularly measuring and fine-tuning the communication strategy. Noel emphasizes the significance of monitoring key performance indicators (KPIs) beyond just fundraising goals. By identifying what works and what needs improvement, nonprofits can continuously adapt and improve their communication efforts.