Managing Not-For-Profit Communication Presentation at NASSCOM Foundation’s Bring the Change Week

Bangalore, December 2, 2011

Aniisu K Verghese

Integrated Marketing Communications • A comprehensive, coordinated, institution-wide effort to

communicate mission-critical values and messages in ways that target audiences notice, understand, and respond to.

• IMC stresses data-driven segmentation, message integration and coordination, and evaluation.

• Source: Integrated Marketing Communication: A Practical Guide to Developing Comprehensive Communication Strategies by Robert A. Sevier and Robert E. Johnson

Building relationships leads to better connection

• Organizations that considered building relationships with supporters an important organizational strategy were more likely to have success using database marketing, face-to-face communication, and listening (i.e., obtaining feedback) than organizations less concerned with relationships.

Perkins, Amy ., Algren, Margaret., & Eichhorn, Kristen Campbell (year unknown). The Use of Integrated Marketing Communications by U.S. Non-profit Organizations. Retrieved on December 1, 2011 from www.instituteforpr.org/downloads/13

Hitting the right note • Marketing and communications

are not two sides of the same coin

• Marketing is about ‘you’ while communication is usually about ‘we’

• Marketing is used to ‘pull’ while communication is meant to state opinions/connect to audience(s)’ perspective

Elevator Pitch

• who? What’s your name?

• what? What kind of organization are you (scale and sector)?

• for whom? Whom do your programs serve?

• what need? What pressing social problem does your program address?

• what’s different? What is distinctive about your program?

• so what? Why should they care?

Williamson, David (2009). Marketing & Communications in Nonprofit Organizations, Georgetown University , Center for Public & Nonprofit Leadership Retrieved on December 1, 2011 from: cpnl.georgetown.edu/doc_pool/Marketing.pdf

Myths Vs Realities ….Marketing and communications

- is a ‘feel good’ exercise

- can’t be measured

- can only be done by professionals

- is easy to do

- is a coordinated, disciplined and scientific approach to communicating

- Can and must be measured

- Can be learnt and implemented by anyone

- Requires focus, dedication and practice

7 Tenets of Successful Communication 1. It isn’t about what your NGO does but why you exist Look up: http://www.youtube.com/watch?v=u4ZoJKF_VuA

2. Have your staff and volunteers aligned on your purpose

3. It is also about how you respond to stakeholders (practice scenarios, review messages, update spokespersons’ list)

4. Credibility = honest, transparent communication

5. Study how stakeholders perceive your communication

6. Don’t do ‘social media’ for social media’s sake (avoid dumping videos, starting blogs without clear strategies, retweeting someone else’s posts)

7. Be an authority in your area of work (understand trends, conduct research, speak knowledgeably)

Questions?

• Blog: www.intraskope.wordpress.com

• Linkedin: http://in.linkedin.com/in/aniisu

• Twitter: @Aniisu

• E-mail: intraskope@yahoo.com