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What Do You Say Now? How to reset your communications plan

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Zach Hochstadt Founding Partner

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COLORS:Blue: 294, 2945, 292, font color - 3005Green: 361, 355, 357Orange: 173, 021, 1485

FONTS: Corbel and Gabriola

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Who’s Here

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AttendeesABD Productions

Adios Amor Film

Aurora Theatre

AXIS Dance Company

Ballet Afsaneh Art and Culture Society

Bay Area Children's Theatre

Bayview Opera House

California Humanities

Central Works

Chinese Culture Center of San Francisco

Circuit Network

Coalition on Homelessness

CounterPulse

Crowded Fire Theater Company

Cutting Ball Theater

DANCE ELIXIR

Deborah Slater Dance Theater

Deep Waters Dance Theater/House/Full of Blackwomen

Duniya Dance and Drum Company

EastSide

Embodiment Project

Eye Zen Presents

Filipino American Development Foundation -Kularts

Flyaway

Galeria de la Raza

Gamelan Sekar Jaya

Hope Mohr Dance

Intersection for the Arts

Intertribal Friendship House

Kala Art Institute

Kenneth Rainin Foundation

La Peña Cultural Center

Leap Arts in Education

LEVYdance, Inc.

Litquake

Los Cenzontles Cultural Arts Center

Luna Kids Dance, Inc.

Magic Theatre

MiHistoria

Mission Cultural Center

Mission Minded

Mr. Holland's Opus Foundation

Museum of Children's Art

Musical Traditions

Oakland Ballet Company

Oakland Youth Chorus

Peacock Rebellion

Performing Arts Workshop

Prescott Circus Theatre

QWOCMAP

Reel Stories

Robert Moses KIN

SAFEhouse Arts

San Francisco Art Institute

San Francisco Arts Education Project

San Francisco Chamber Orchestra

San Francisco Museum of Modern Art

San Francisco Performances

SMU DataArts

South Bay Beat Inst/Taiko Community Alliance

Success Centers

Sunset Youth Services

Taiko Community Alliance

The Contemporary Jewish Museum

The Jamestown Community Center

The Mr. Holland’s Opus Foundation

Theatre Bay Area

Walter & Elise Haas Fund

Women's Audio Mission

World Arts West

YBCA

YBGF

Young Audiences of Northern California

Youth Beat

Zaccho S.F.

ZERO1

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Revising your strategy to meet the moment

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You have to acknowledge reality…

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…even though it’s challenging right now.

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The Challenges We Face

• Illness and loss of loved ones

• Cancelled programs

• Loss of revenue

• Layoffs

• Independent Contractors

• Cost of living in the Bay Area

• Art needs audiences

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You have responded.

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What’s working for you right now?

GOAL TACTICSSTRATEGIESAUDIENCES

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5 Questions to Revise Your Communications Strategy

Right Now

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1. What are you trying to achieve?

Clear call to action

What we need

Stories that show why

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2. What do your audiences need from you right now?

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Angela

High School Student

Edward Exec

Fortune 100 CEO

Leadership Lisa

Deputy ChancellorDept. of Education

Carlos Careers

High School Principal

Perry Public Policy

Assemblyman

Professor Frieda Plum

Community College Department Head

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When I engage with ______________, it makes

me feel _________ because I’m able to

_________________.

Name of organization

Fill in the blank

Fill in the blank

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3. What should you filter out?

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4. How does your brand guide your voice?

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Brand

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BrandReputation

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TitleBrand

How We Look

HowWe Act

How WeSound

What We Do

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Lean Into Your Values

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HERE to HERE’s Values Ensure equitable opportunity

Center on the students

Partner to power change

Scale systems that work

Persist with purpose

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Because our value is: We are:

FOCUS ON THE POSITIVE Hoping for the best and planning accordingly…

EMBRACE COMMUNITY Having virtual coffees every Friday…

CHALLENGE THE STATUS QUOLeading our peers in the way

we re-imagine our work…

LEARNING FROM OUR DIFFERENCES Ensuring everyone we serve has equal access…

For Example…

March 16, 2020 Dear Members and Friends: Last Wednesday was a turning point for me in understanding the scale of this epidemic. Prior to that, I believed that we were overreacting. Two new phrases have taken root in my consciousness: flattening the curve and social distancing. Stay home in order to control the spread. I’ve come to understand that what I do protects not only me, it protects everyone who comes in contact with me. I have a civic responsibility to stay home. Today we learned that Mayor London Breed has ordered all San Franciscans to shelter in place. That means no non-essential travel. People are still allowed to go outside to exercise or walk their pets, but are advised to keep six feet away from anyone with whom they don’t already live. We will still be allowed to shop for necessary supplies, access health care, and engage in activities that involve helping family and friends who need it during the crisis. There is no better time to be connected to a loving, responsive community of friends and neighbors. I’m so glad you joined SFV when you did! As you know, SFV programs have been suspended until further notice. CDC guidelines are changing rapidly. Last Friday, we concluded that it was best for SFV staff to work from home and now the shelter-in-place order confirms our decision. Please be assured that we will stay connected with you and each other through email, Zoom video conferencing, telephone, and prayer :-) All calls into the office will be transferred to our cell phones, so please continue to call 415-387-1375 if you need:

• Home deliveries of groceries, dry goods, household supplies, etc.; • Transportation to a medical appointment with Lyft Concierge (you don’t need a

smart phone – we can call a car on your behalf); • Friendly visitors via telephone; • Volunteer support for learning how to use Zoom or any other request; • Reassurance.

Sarah is working on converting in-person programs to Zoom video conferencing. So far we are offering: Aging Well with Meditation Wednesdays, March 18 & 25, 11:00am – 12:00pm RSVP to (415) 387-1375 or info@sfvillage.org to receive the Zoom link and telephone number

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5. Are you ready for what’s next?

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Does Your Organization Have: • Projects ready to launch that can attract funding right away?

• A clear case for support to share with donors?

• The communication strategy and tools to launch a fundraising campaign?

• Messages that speak to the needs of the moment and your ability to address what lies ahead?

• Ways to emotionally share your story, including photography, video, and social media assets?

• An evocative website that’s optimized to support giving?

• Clarity about your brand so that you can remain focused on who you are and what’s most important?

Elements of a great appeal

Urgency

Urgency+ Emotion

Urgency+ Emotion+ Rationale

Urgency

GreatAppeal

+ Emotion+ Rationale

Why is this urgent?

What’s the emotional reason to give?

“ The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions. —Donald Calne, Neurologist

“ In 2014, The Hewlett Foundation declared a moratorium on its metric based charity models when it recognized that, no matter how much data is available, donors tend to give from the heart, not the head.

—Carey Perloff, Artistic Director, American Conservatory Theater

What are the logical reasons to give?

The 3 Part Message You Need for Now

What it doesDefine your vision. Speaks to the moment. Give high-level information. Build comprehension. Suggest the problem you solve.

Part 1:

Tap into your deeply held value.

Part 2:

Remind donors of the unique benefit of your organization.

Part 3:

Build/reinforce an emotional connection.

Drew School believes in teenagers—their ideas, their dreams, their opinions, and their potential. That’s why we’ve created a high school community that challenges the traditional definition of success and celebrates achievement one student at a time.

The result is that our students develop into fascinating individuals who are sought after by colleges, and who know themselves well when they step out into the world.

Written for Today…Drew School’s emphatic belief in teenagers—their ideas, dreams, and opinions—is alive in our value of the vitality of adolescence.

Times like these highlight the need for a school community that challenges the traditional definition of success and celebrates one student at a time.

No matter how we celebrate our seniors this spring, we know they are emerging as fascinating graduates who know themselves well when they step out into the world.

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Want our review? Send me your message by end of

day, and I’ll review it for free.

zach@mission-minded.com

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Message Basics

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Use your name.

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Avoid jargon.

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Never assume.

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Start with your call to action.

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Repeat, repeat, repeat.

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Make it personal.

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Highlight benefits, not features.

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Questions?

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Additional Resources Mission-Minded.com/blog • Are Your Messages Right for Right Now?

• Are Your Fundraising Messages Ready for What’s Next?

• Giving Tuesday is May 5: How Can You Prepare?

• Why Your Capital Campaign Needs a Communications Plan NOW

• Do You Have Your Priorities Straight?

• In Uncertain Times, Lean Into Your Brand

• How to Replace Your Biggest Event with an Online Campaign

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Thank you.

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amplify the good

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