nonprofit 911 charge of your... · take charge of your nonprofit reputation . w/ brighter...

Nonprofit 911: Take Charge of Your Nonprofit Reputation

w/ Brighter Strategies’ Dr. Dionne C. Clemons

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#Nonprofit911

Dr. Dionne C. Clemons

Today’s Speaker

#Nonprofit911

Managing Your Nonprofit's Reputation

Dr. Dionne C. Clemons

What You Will Learn • Reputation Management Defined • Why Nonprofits Should Care • When Your Reputation is

Damaged • Measuring Reputation • The Reputation Management

Process • Now What?

#Nonprofit911

Reputation Management is…

• Perception of the product

• Basics • Features • Price • Competition

Stakeholder Expectations Perceived Competitive Value

“The management of stakeholder expectations in order to maximize the perceived competitive value of the organization.” Elliot S. Schreiber, Ph.D.

#Nonprofit911

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Reputational Factors

Public Perception

Stakeholder Expectations

Public Opinion

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How to Maintain Your Reputation

Authenticity

Transparency

Integrity

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Who Can Affect Your Reputation?

Why Nonprofits Should Care • More competitive

environment • Higher demand for

ROI • Automatic

entitlements are gone

• Social enterprise is the norm

Center for Civil Societies #Nonprofit911

When Good Reputations Go Bad

#Nonprofit911

Measuring Reputation • Operationalize

“reputation” • Consider all

stakeholders • Understand all of

your organization’s reputational factors

• Know who shapes your organization’s reputation

• Be objective Feldman, P.M., Bahamonde, R.A., & Bellido, I.V.

(2014). A new approach for measuring corporate

reputation.

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Reputation Management Process Get CEO/ED buy in

Align your reputational management plan with your mission, vision & values

Decide how you want to be perceived

Research! Research! Research!

Get your internal stakeholders on board

Ensure that process meets expectations

Measure and adjust accordingly

Do This Now! • Conduct an

environmental scan of your online presence

• Conduct a communications audit

• Assess and compare

Talk Listen

Engage Share

#Nonprofit911

#Nonprofit911

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Contact Us Brighter Strategies 6533 Arlington Boulevard #2414 Falls Church, VA 22042 www.brighterstrategies.com 702-224-8100 dionne@brighterstrategies.com Follow me on twitter: @Drdcclemons

Thank You Dr. Clemons!

#Nonprofit911

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