making the case for comms strategy. south west regional group: demonstrating the value of comms, 16...

Making the case for comms strategy Charity Comms presentation, October 2015.

Chris Deary / @ChrisDeary

Charity objectives

Campaigning for change

Fundraising

Provide services

Change behaviour

Research

Campaigning for change

We want to make people angry about this injustice

Michael Owen’s people say he might be up for doing

something, so we need an idea to inspire him

It’s the World Cup and our audience is men, so we

need to make a big splash

Not enough people know about the research we do

COMMS BRIEFS SAY STUFF LIKE THIS

We want to shake up how we sound. Make it more

authentically female

Raising awareness

Photo: Nathalie Capitan, Flickr

Comms strategy

Campaigning for change

Fundraising

Provide services

Change behaviour

Research

Raising awareness

Building advocacy

Changing behaviour

Inspiring action

Fund-raising

Photo: Cfishy, Flickr

A COMMS STRATEGY TO SELL IN A COMMS STRATEGY

TO SELL IN COMMS STRATEGIES

Campaigning for change

THIS ISN’T A COMMS STRATEGY

BLOG POSTS FACEBOOK POSTS TWITTER POSTS

MON CEO update Promote CEO blog post

TUES Promote CEO blog post

Fundraiser shout out

WED Petition reminder

THURS Fundraiser shout out Services reminder

FRI Annual report plug

Promote annual report blog post

Mums aged between 25 and 40 Influential journalists

THIS ISN’T A COMMS STRATEGY

COMMS STRATEGY

STARTS HERE

Business needs

Audience needs

PROSTATE CANCER UK

COMMS STRATEGY

We need men to get together to help beat

prostate cancer

Men don’t see their friends enough

A COMMS STRATEGY TO SELL IN

Keeping Friendships

Alive

TOOLS

COMMS STRATEGY

BUILDING

PERFORMANCE EVALUATION

QA

PRODUCTION

COMMISSIONING

AUDITING

TOV GUIDELINES

STYLE GUIDE

CONTENT CALENDAR

CONTENT DECISION

TREE

POSTING GUIDELINES

KPI DASHBOARD

PROCESSES

Co-create tools with

stakeholders

Produce digestible

guides

Copyright: Econsultancy / Chris Lake

Provide training

A COMMS STRATEGY TO SELL IN A COMMS STRATEGY

TO SELL IN COMMS STRATEGIES

Audience Senior decision makers

Audience

Goal

Senior decision makers

Secure stakeholder buy in strategic approach to comms

Audience

Goal

? Barriers ? ?

Senior decision makers

Secure stakeholder buy in strategic approach to comms

? ?

Photo: dorfun, Flickr

Campaigning for change

OUR SURVEY SAID…

Campaigning for change

OUR SURVEY SAID…

•  Lack of knowledge of how comms work

Campaigning for change

OUR SURVEY SAID…

•  Lack of knowledge of how comms work •  Lack of vision around what they could achieve

Campaigning for change

OUR SURVEY SAID…

•  Lack of knowledge of how comms work •  Lack of vision around what they could achieve •  Internal politics preventing strategic focus

Campaigning for change

OUR SURVEY SAID…

•  Lack of knowledge of how comms work •  Lack of vision around what they could achieve •  Internal politics preventing strategic focus •  Fear of the unknown / risk aversion

Campaigning for change

OUR SURVEY SAID…

•  Lack of knowledge of how comms work •  Lack of vision around what they could achieve •  Internal politics preventing strategic focus •  Fear of the unknown / risk aversion •  Lack of budget

A COMMS STRATEGY TO SELL IN KEY MESSAGES

TO OVERCOME THOSE BARRIERS

Comms can help us achieve all

of our business

goals

Photo: Steven Lewarne, Flickr

Trust your comms team

Photo: wales_gibbons, Flickr

Comms can be

measurable and

iterative

Photo: Carol VanHook, Flickr

Photo: Nicolas Raymond, Flickr

Comms can deliver return on

investment (ROI)

Audience

Goal

Lack of vision

Comms can help us achieve all of our

business goals

Barriers

Key messages

Risk aversion

Stretched budgets

It’s measurable & iterative

ROI

Senior decision makers

Secure investment in strategic approach to comms

Lack of knowledge

Trust your comms team

Internal politics

Audience

Goal

Lack of vision

Comms can help us achieve all of our

business goals

Barriers

Key messages

Risk aversion

Stretched budgets

It’s measurable & iterative

ROI

Senior decision makers

Secure investment in strategic approach to comms

Lack of knowledge

Trust your comms team

Internal politics

Content types

? ? ?

Campaigning for change

COMMS CAN HELP US ACHIEVE OUR BUSINESS GOALS

Case studies

Campaigning for change

TRUST YOUR COMMS TEAM

Thought leadership

Campaigning for change

Thought leadership

TRUST YOUR COMMS TEAM

Campaigning for change

MEASURABLE & ITERATIVE / CAN DELIVER ROI

Snackable data

Audience

Goal

Lack of vision

Comms can help us achieve all of our

business goals

Barriers

Key messages

Content types

Channels

Risk aversion

Stretched budgets

It’s measurable & iterative

It delivers ROI

Snackable data

Informal emails

Case studies

Formal internal comms / knowledge sharing sessions

Senior decision makers

Secure investment in strategic approach to comms

Lack of knowledge

Trust your comms team

Thought leadership

Internal politics

Audience

Goal

Lack of vision

Comms can help us achieve all of our

business goals

Barriers

Key messages

Channels

Risk aversion

Stretched budgets

It’s measurable & iterative

It delivers ROI

Snackable data Case studies

Senior decision makers

Secure investment in strategic approach to comms

Lack of knowledge

Trust your comms team

Thought leadership

Internal politics

KPI Open and click rates / Attendance at sessions Conversations started

Formal internal comms / knowledge sharing sessions Informal emails

Content types

MORE INVESTMENT IN

A STRATEGIC APPROACH TO

COMMS

THE ULTIMATE KPI

1 Be ambitious with what comms can achieve

IN SUMMARY

1 Be ambitious with what comms can achieve

2 Make a strategy to sell it in

IN SUMMARY

1 Be ambitious with what comms can achieve

3 Base that strategy on real insights about the barriers you need to overcome

2 Make a strategy to sell it in

IN SUMMARY

1 Be ambitious with what comms can achieve

3 Base that strategy on real insights about the barriers you need to overcome

2 Make a strategy to sell it in

4 Test and learn

IN SUMMARY

Comms strategy

Campaigning for change

Fundraising

Provide services

Change behaviour

Research

Thank you Chris Deary / @ChrisDeary

All credited photos licensed by Creative Commons.

Visit the CharityComms website to view slides from past events,

see what events we have coming up and to check out

what else we do: www.charitycomms.org.uk

South West Regional Group16 October 2015Bristol

#ccsouthwest