nonprofit communication plan: oxfam international
DESCRIPTION
Example strategic communication plan for nonprofit Oxfam International.TRANSCRIPT
Oxfam InternationalStrategic Communication Plan
Proposal by: LC CommunicationsDecember 6, 2010
Contact: Chi-Chi Millaway, [email protected]’Nita Green, [email protected]
Agenda
Oxfam backgroundCrisis analysisResearchSWOTKey messages and audiencesObjectives and tacticsTimeline and evaluationSummary and questions
Oxfam International
Vision◦ To work together internationally to enable people to
exercise their rights and manage their own lives
Mission◦ Programs to address the structural causes of poverty
and related injustice
Values◦ Right to an identity◦ Right to be heard◦ Right to a sustainable livelihood◦ Right to basic social services◦ Right to life and security
Oxfam Affiliates Oxfam America Oxfam Australia Oxfam-in-Belgium Oxfam Canada Oxfam France Oxfam Germany Oxfam Great Britain Oxfam Hong Kong Intermon Oxfam Oxfam Ireland Rostro y Voces (Mexico) Oxfam New Zealand Oxfam Novib Oxfam Quebec
Oxfam in Afghanistan
Crisis Analysis
Security incident◦August 29, 2010◦3 killed, 2 injured
Response◦Statement◦Suspend operations
“We are deeply committed to improving
the lives of other Afghans and our thoughts are with their families at this time.
We have temporarily suspended operations in
Badakhshan and are reviewing all security
measures and protocols. At present, Oxfam has no plans to discontinue its work in Afghanistan.”
Research: Afghanistan
From 2001 – 2010◦Aid >$40 billion ◦Worst security since Taliban◦Less humanitarian funding
2010◦First 6 months 232 contractors vs. 195
soldiers
◦First 9 months 84 NGO security incidents
Research: Safety
2009ANSO reports 114+ security incidents in AfghanistanMurders, abductions and ambushes
2010Attacks on UN aid workers
Suicide bomber kills 2 UN workers, one NATO member and 5 civilians
October – Linda Norgrove kidnapped and killed
Since 2000Over 181 aid workers killedConcerns over aid delivered via “military structures”
Research: Internal
Surveys◦ Random sample
50 employees + 25 volunteers◦ Distributed to each Affiliate
Informal interviews and focus groups
Key findings◦ Drop in commitment◦ Low morale◦ “Don’t feel safe”
Challenge
Maintain and regain support and trust
Ensure most effective safety measures are in place
Commit to continuing or resuming operations as soon as possible during crisis
SWOT
Strengths-Clearly defined goals and values-Global network of affiliates and supporters-Long history of successful programs
Weaknesses-Lack of accountability and consistency throughout Oxfam and Affiliates-Volunteer & employee safety concerns-Competition from other organizations-No crisis plans
Opportunities-Establish consistent guidelines for Oxfam and Affiliates-Commit to volunteer & employee safety-Demonstrate a commitment to Oxfam’s mission
Threats-Operations in potentially dangerous environments-Lack of commitment from volunteers & employees-Lack of community support
Objectives
To empower internal audiences to act on Oxfam’s mission and values
To improve morale among internal audiences
To build understanding of the organizational culture and processes
Messages & Audiences
Message 1: Oxfam is dedicated to addressing the causes of poverty and injustice
Message 2 : Oxfam cares about its employees and volunteers and is committed to their safety
Message 3: Oxfam takes its mission seriously and will take every possible step to continue or quickly resume operations
- Affiliates- Board members- Members and supporters- Partner organizations- Staff and volunteers
- Affiliates- Board members- Local communities- Members and supporters- Partner organizations- Staff and volunteers
- Affiliates- Board members- Contributors and donors- General public- Media- Members and supporters- Partner organizations- Staff and volunteers
Objective 1: Empower
Use digital media to educate internal audiences on Oxfam’s mission and values
- Improve the website- Post fact sheets,
YouTube videos and Flickr pictures
- Engage in a dialogue on Facebook
Share human interest stories and success stories
- Publish weekly blogs from Oxfam Affiliates and employees
- Form an online community where affiliates, employees, volunteers and service beneficiaries can share their stories
- Create an internal newsletter that shows how members of the Oxfam team are operating in the spirit of the mission
Provide a forum to share feedback while on assignment
- Hold town halls and meetings in local offices
- Create a reporting system for suggestions and concerns
Objective 2: Morale
Monitor safety concerns
- Create an international safety team
- Create a direct reporting structures for Affiliates to report immediate safety concerns
- Ask Affiliates to identify safety concerns on a bi-weekly basis and to prepare and present reports at the Oxfam annual meeting
Identify the safety concerns of internal audiences
- Conduct surveys, focus groups and informal interviews
- Create an online community (i.e. Ning) to share concerns and ask and answer questions
Educate internal audiences on new project sites
- Create educational videos and participate in role-playing to prepare for cultural differences
- Identify and share potential safety risks
- Invite local community members or employees from that site to speak with new volunteers and employees
Build an Oxfam family
- Demonstrate that Oxfam cares by identifying “parents” at each site who can answer volunteer and employee questions, offer tips and guidelines, etc.
- Create Facebook groups where employees and volunteers can share site-specific stories and updates
- Publish a monthly newsletter to share news and best practices across the organization and its affiliates
Family Structure
VolunteersEmployees
“Parents”
Oxfam Int.
Affiliates
Safety Team
Objective 3: Culture
Proactively prepare for crisis situations
- Continually monitor and manage for potential risks
- Media training for top executives
- Develop a crisis plan
Create a special missions team responsible for:
- Developing procedures to resume operations
- Identifying situations where operations pose a safety risk
- Monitoring when it is safe to resume operations
Synchronize Affiliate operations
- Develop a handbook of best practices and standard operating procedures
- Host an annual summit to train and educate the leaders of Oxfam and its Affiliates
- Mandate bi-monthly regional operational training sessions for volunteers and employees
Crisis planningStandby statementSpokespersonMethod to communicate with internal
audiencesCrisis trainingStandard procedures and timelines“Oxfam is committed to our team
members and the communities in which we serve. It is our goal to provide our
associates and volunteers with the proper equipment and training to ensure that
they are able to continue to operate in the spirit of Oxfam and its mission and
purpose.”
Crisis Timeline
Timeline
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Create special mission team and inter-national safety team
Create online forums, handbook and social media sites
Regional training
Evaluate/ get feedback from internal audiences & local communit-ies
Regional training
Regional training
Regional training
Regional training
Regional training
Crisis training
Evaluate/ get feedback from internal audiences & local communit-ies
Evaluate/ get feedback from internal audiences & local communit-ies
Evaluate/ get feedback from internal audiences & local communit-ies
Annual meeting
Annual leadership summit
EvaluationOxfam
- Public opinion polling
- Media monitoring: Share of voice and favorability
- Internal and external surveys and informal interviews to measure trust
- Grade Affiliates’ work against Oxfam guidelines to measure project success
- Focus groups with internal and external audience to measure understanding of Oxfam’s mission
Affiliates
- Review Affiliate self-evaluation
- Compare Affiliate evaluation to Oxfam standards and guidelines
Evaluation (cont.)
Safety
- Weekly reports from International safety team – success in issues management/avoidance
- Post-crisis surveys, focus groups and media favorability
Internal audiences
- Employee and volunteer surveys and feedback to evaluate morale
- Number of followers, visitors and comments on Facebook, forums and online communities
- Favorability and number of comments on employee blogs
- Feedback and suggestions from town halls
Summary
The Oxfam collaboration = success
Continued success = internal audience
Core value: Right to life and security