Post on 21-Jan-2017
High Desert Resource NetworkDeveloping a Compelling Communications
PresencePresented by Reggie Woolery
Arts4Good
Design for Good
Bringing together design professionals and nonprofits to amplify their missions and Causes..
• Workshop time: 40mins• Compelling Communications: Overview (10min)• Individual Strategy Session (15min)• Group Strategy Session (15min)• Tools. Q + A? (10min)
Compelling
Compelling
“…to force or push toward a course of action; a powerful or irresistible effect requiring acute attention, admiration or respect.”
Compelling• Adjective 1. to force or push toward a course of action;
a powerful or irresistible effect requiring acute attention, admiration or respect.
Compelling• Adjective 1. to force or push toward a course of action;
a powerful or irresistible effect requiring acute attention, admiration or respect
Compelling• Adjective 1. to force or push toward a course of action;
a powerful or irresistible effect requiring acute attention, admiration or respect.
Compelling• Adjective 1. to force or push toward a course of action;
a powerful or irresistible effect requiring acute attention, admiration or respect.
Compelling• Adjective 1. to force or push toward a course of action;
a powerful or irresistible effect requiring acute attention, admiration or respect.
Compelling• Adjective 1. to force or push toward a course of action;
a powerful or irresistible effect requiring acute attention, admiration or respect.
Compelling• Adjective 1. to force or push toward a course of action;
a powerful or irresistible effect requiring acute attention, admiration or respect.
Compelling• Adjective 1. to force or push toward a course of action;
a powerful or irresistible effect requiring acute attention, admiration or respect.
Compelling• Adjective 1. to force or push toward a course of action;
a powerful or irresistible effect requiring acute attention, admiration or respect.
Compelling Speaking with Authority and
Authenticity
Compelling• Speaking with Authority and Authenticity• Authority (expert at stewarding resources)
Compelling• Speaking with Authority and Authenticity• Authority (expert at stewarding resources)• 1. DO what is best for the people (CAUSE)
Compelling• Speaking with Authority and Authenticity• Authority (expert at stewarding resources)• 1. DO what is best for the people (CAUSE)• 2. KNOW what is best for the people (RESEARCH)
Compelling• Speaking with Authority and Authenticity• Authority (expert at stewarding resources)• 1. DO what is best for the people (CAUSE)• 2. KNOW what is best for the people (RESEARCH)• 3. SAY what is best for the people (ADVOCACY)
Compelling• Speaking with Authority and Authenticity• Authority (expert at stewarding resources)• 1. DO what is best for the people (CAUSE)• 2. KNOW what is best for the people (RESEARCH)• 3. SAY what is best for the people (ADVOCACY)• 4. TEACHING what is best for the people (TRAIN)
Compelling• Speaking with Authority and Authenticity• Authenticity (expert at relationship building)
Compelling• Speaking with Authority and Authenticity• Authenticity (expert at relationship building)• 1. CARE shown for underserved people and
places
Compelling• Speaking with Authority and Authenticity• Authenticity (expert at relationship building)• 1. CARE shown for underserved people and
places• 2. SUPPORT efforts + campaigns to end poverty
Compelling• Speaking with Authority and Authenticity• Authenticity (expert at relationship building)• 1. CARE shown for underserved people and
places• 2. SUPPORT efforts + campaigns to end poverty• 3. CONNECT in collaboration and partnership
Compelling• Speaking with Authority and Authenticity• Authenticity (expert at relationship building)• 1. CARE shown for underserved people and
places• 2. SUPPORT efforts + campaigns to end poverty• 3. CONNECT in collaboration and partnership• 4. GENUINE stories and testimonials from clients
Compelling
What are the Connections between Authority (strategic business objectives) and Authenticity (strategic communications aims)?
Compelling
What are the Connections between Authority (strategic business objectives) and Authenticity (strategic communications aims)?
Exemplar #1: San Marino Schools Foundation
Compelling
Compelling
Why Branding and Communications?
Exemplar #2: Share Our Strength
Opinion article: Reaping Rewards from Doing the Unexpected by Bill Shore, in Philanthropy
Compelling
Why Branding and Communications? “What has always been most expected of us is
helping to feed hungry kids. That’s or highest priority.
But scaling efforts to reach as many of those hungry children as possible required doing what was least expected of us: investing funds in building the brand of our No Kid Hungry campaign – precisely the kinds of expenditures in marketing, communications, and promotions that give donors pause and may mean feeding fewer people in the short term.”
Compelling
Why Branding and Communications? “Our board of directors understood that like most
enterprises, whether profit or nonprofit, brand building was not our expertise. They urged us to spend money we did not have to hire a branding and communications firm.
Though that seems counter to the more conservative approach one might expect from a traditional board, our board of businesspeople believed if you had a story to tell, a story that could help more children, you had an almost moral obligation to tell it.”
Compelling
Workshop Time.
A. 5min. Come up with five compelling bullet points about your organization and why the NYT should write a story about you.
Compelling
Workshop Time.
B. 10min. At your table, imagine you are now part of one organization. Why should the NYT or Boston Globe write about the work you are doing in San Bernardino county? Discuss your strengths with others at your table. Select a lead presenter. Design a 2min pitch.
Compelling
Communications Planning and Assessment Tools
Compelling
Communications Planning and Assessment Tools
a. Communications Platforms flowchart
Compelling
Compelling
Communications Planning and Assessment
a. Communications Platforms flowchartb. Website Re-design and Calls-to-Action
Compelling
Compelling
Communications Planning and Assessment
a. Communications Platforms flowchartb. Website Re-design and Calls-to-Actionc. Branding Self-Evaluation Rubric
Compelling
Compelling
Communications Planning and Assessment
a. Communications Platforms flowchartb. Website Re-design and Calls-to-Actionc. Branding Self-Evaluation Rubricd. Strategic Communications Plan
Compelling
Compelling
Summary: Q + A
Compelling
• Reggie Woolery, Arts4Good• web: Arts4Good.net• ph: 909.234.4782
• em: reggiewoolery@hotmail.com• em: info@arts4good.net
• Tw: arts4_good• Insta: arts4good