Communications is more than the voice of a non-profit. It is the rallying cry for the mission to support its targeted community. In addition, each opportunity used to reach the collective general public has to present the organization in a stellar light. The spotlight will always focus on raising awareness for the services and resources available. Managing communications is an appreciable asset that will garner new donors, volunteers, and stakeholders if used efficiently. There are five critical components to develop that will ensure increased visibility, funding, and continued growth.
Consistent messaging
All non-profits need to have a consistent message with each announcement. This is a sign of an organized mission focused on meeting strategic goals. In addition, it demonstrates the ability to articulate the values and culture of the brand. The population supported by the mission benefit by receiving information that is accurate. Other organizations will take note and want to become partners. This offers an opportunity for increased mission awareness and additional resources.
Branding communications
The mission of a non-profit is its biggest asset. Therefore developing a brand and cultivating it as one of excellence is crucial. Each communications should be structured similar to a press release with only pertinent information that enriches the receiving parties. Creating standard features across all platforms such as a logo, motto, or picture is a good branding example.
If there are specific colors or a theme use it with each communications appropriately. This means to avoid over-exposure. For example, a logo alone will suffice if there is a background with the organization’s color. If there is letterhead, let it be the first option with all communications. If letterhead has not been developed, then steps should be taken to secure one.
User-friendly communications infrastructure
Since there will be a long running history of communications, a user-friendly communications infrastructure will ensure a seamless experience for the clients supported. Cloud computing is a 21st tool that has myriad benefits for written and photographic communication storage. Digital communications in the form of videos are playing a vital role in messaging that can be recycled as needed. This medium requires a large storage space and cloud computing meets this need.
This resource can provide around the clock tailored access to customers, stakeholders, and donors. In addition, internal customers such as employees and volunteers can have access using individual logins. High performing teams are 5.1x more likely to use mostly cloud solutions, but cloud usage is expected to grow significantly for underperformers and moderate performers over the next two years. Seamless integration with websites makes this an increasingly valuable tool.
Web presence
The new business card is bigger than the standard three by two inch paper. It is the website, which introduces the mission of each non-profit. It has a functionality that speaks to the audience. The community supported gets information similar to what for-profits offer in the form of customer service. This front-line tool has the potential to give advice, provide referrals, and deliver important information among other resources. It offers potential donors and volunteers a window into the synergy that moves the mission forward.
Having a direct link to a cloud solution is the most efficient way to meet challenges without limits. It will be the responsibility of decision-makers to find firms that provide diverse packages to accommodate various budgets. Without this feature, non-profits may not be able to enjoy the innovation.
Social media presence
In the 21st century, social media is another technology that has a plethora of possibilities. It has its own cloud computing feature with access to reach clients with the mission’s message. It is recommended that all non-profits created an account across every platform. At a minimum, the big three of Facebook, Twitter, and LinkedIn are essential.
Each is an extension to the organization’s website with the added benefit of real-time contact and interaction with the global public. Non-profits benefit immensely from this exposure and should take advantage with a strategy targeted at raising mission and brand awareness. The strategy will include a static timeline that keeps important groups abreast of the latest updates and news.
Managing communications for a non-profit has the same ebb and flow that for-profits experience. Therefore, the similar tactics and strategies should be employed. The caveat is for communications to maintain a process for consistency while informing a wider audience.
