developing a compelling communications presence

High Desert Resource NetworkDeveloping a Compelling Communications

PresencePresented by Reggie Woolery

Arts4Good

Design for Good

Bringing together design professionals and nonprofits to amplify their missions and Causes..

• Workshop time: 40mins• Compelling Communications: Overview (10min)• Individual Strategy Session (15min)• Group Strategy Session (15min)• Tools. Q + A? (10min)

Compelling

Compelling

“…to force or push toward a course of action; a powerful or irresistible effect requiring acute attention, admiration or respect.”

Compelling• Adjective 1. to force or push toward a course of action;

a powerful or irresistible effect requiring acute attention, admiration or respect.

Compelling• Adjective 1. to force or push toward a course of action;

a powerful or irresistible effect requiring acute attention, admiration or respect

Compelling• Adjective 1. to force or push toward a course of action;

a powerful or irresistible effect requiring acute attention, admiration or respect.

Compelling• Adjective 1. to force or push toward a course of action;

a powerful or irresistible effect requiring acute attention, admiration or respect.

Compelling• Adjective 1. to force or push toward a course of action;

a powerful or irresistible effect requiring acute attention, admiration or respect.

Compelling• Adjective 1. to force or push toward a course of action;

a powerful or irresistible effect requiring acute attention, admiration or respect.

Compelling• Adjective 1. to force or push toward a course of action;

a powerful or irresistible effect requiring acute attention, admiration or respect.

Compelling• Adjective 1. to force or push toward a course of action;

a powerful or irresistible effect requiring acute attention, admiration or respect.

Compelling• Adjective 1. to force or push toward a course of action;

a powerful or irresistible effect requiring acute attention, admiration or respect.

Compelling Speaking with Authority and

Authenticity

Compelling• Speaking with Authority and Authenticity• Authority (expert at stewarding resources)

Compelling• Speaking with Authority and Authenticity• Authority (expert at stewarding resources)• 1. DO what is best for the people (CAUSE)

Compelling• Speaking with Authority and Authenticity• Authority (expert at stewarding resources)• 1. DO what is best for the people (CAUSE)• 2. KNOW what is best for the people (RESEARCH)

Compelling• Speaking with Authority and Authenticity• Authority (expert at stewarding resources)• 1. DO what is best for the people (CAUSE)• 2. KNOW what is best for the people (RESEARCH)• 3. SAY what is best for the people (ADVOCACY)

Compelling• Speaking with Authority and Authenticity• Authority (expert at stewarding resources)• 1. DO what is best for the people (CAUSE)• 2. KNOW what is best for the people (RESEARCH)• 3. SAY what is best for the people (ADVOCACY)• 4. TEACHING what is best for the people (TRAIN)

Compelling• Speaking with Authority and Authenticity• Authenticity (expert at relationship building)

Compelling• Speaking with Authority and Authenticity• Authenticity (expert at relationship building)• 1. CARE shown for underserved people and

places

Compelling• Speaking with Authority and Authenticity• Authenticity (expert at relationship building)• 1. CARE shown for underserved people and

places• 2. SUPPORT efforts + campaigns to end poverty

Compelling• Speaking with Authority and Authenticity• Authenticity (expert at relationship building)• 1. CARE shown for underserved people and

places• 2. SUPPORT efforts + campaigns to end poverty• 3. CONNECT in collaboration and partnership

Compelling• Speaking with Authority and Authenticity• Authenticity (expert at relationship building)• 1. CARE shown for underserved people and

places• 2. SUPPORT efforts + campaigns to end poverty• 3. CONNECT in collaboration and partnership• 4. GENUINE stories and testimonials from clients

Compelling

What are the Connections between Authority (strategic business objectives) and Authenticity (strategic communications aims)?

Compelling

What are the Connections between Authority (strategic business objectives) and Authenticity (strategic communications aims)?

Exemplar #1: San Marino Schools Foundation

Compelling

Compelling

Why Branding and Communications?

Exemplar #2: Share Our Strength

Opinion article: Reaping Rewards from Doing the Unexpected by Bill Shore, in Philanthropy

Compelling

Why Branding and Communications? “What has always been most expected of us is

helping to feed hungry kids. That’s or highest priority.

But scaling efforts to reach as many of those hungry children as possible required doing what was least expected of us: investing funds in building the brand of our No Kid Hungry campaign – precisely the kinds of expenditures in marketing, communications, and promotions that give donors pause and may mean feeding fewer people in the short term.”

Compelling

Why Branding and Communications? “Our board of directors understood that like most

enterprises, whether profit or nonprofit, brand building was not our expertise. They urged us to spend money we did not have to hire a branding and communications firm.

Though that seems counter to the more conservative approach one might expect from a traditional board, our board of businesspeople believed if you had a story to tell, a story that could help more children, you had an almost moral obligation to tell it.”

Compelling

Workshop Time.

A. 5min. Come up with five compelling bullet points about your organization and why the NYT should write a story about you.

Compelling

Workshop Time.

B. 10min. At your table, imagine you are now part of one organization. Why should the NYT or Boston Globe write about the work you are doing in San Bernardino county? Discuss your strengths with others at your table. Select a lead presenter. Design a 2min pitch.

Compelling

Communications Planning and Assessment Tools

Compelling

Communications Planning and Assessment Tools

a. Communications Platforms flowchart

Compelling

Compelling

Communications Planning and Assessment

a. Communications Platforms flowchartb. Website Re-design and Calls-to-Action

Compelling

Compelling

Communications Planning and Assessment

a. Communications Platforms flowchartb. Website Re-design and Calls-to-Actionc. Branding Self-Evaluation Rubric

Compelling

Compelling

Communications Planning and Assessment

a. Communications Platforms flowchartb. Website Re-design and Calls-to-Actionc. Branding Self-Evaluation Rubricd. Strategic Communications Plan

Compelling

Compelling

Summary: Q + A

Compelling

• Reggie Woolery, Arts4Good• web: Arts4Good.net• ph: 909.234.4782

• em: reggiewoolery@hotmail.com• em: info@arts4good.net

• Tw: arts4_good• Insta: arts4good