As a consultant I’m often engaged by non-profits who feel that their communications efforts are no longer producing satisfactory results – they are struggling to evaluate their communications investments in order to innovate and improve. A quick communications audit can often highlight just where teams might have fallen into a communications rut and help provide a fresh perspective on how to optimize resource allocations to maximize impact. We can all get stuck in a rut given our hectic schedules. Removing distractions so teams can refocus on what’s important can result in significant changes and savings. Here are some of the most common concerns that have triggered organizations to take a fresh look at their communications plans – and some of our best advice on getting back into a good groove.
We are so deep in the details we’ve lost sight of the path we were on.
Teams can easily become overwhelmed by the number of details or the sheer volume of tasks on their plate – to the point where it obscures the overall strategy. It has been proven that effective planning, clarity, and simplicity bring about the best results, whether you’re an Executive Director looking to engage the board in a new direction or a marketing team with information to present on your website. Is your communication plan clear, concise, and persuasive? Would an audit of how staff spent their time and talent last quarter align with your plan’s goals and priorities? Can your entire team (staff and volunteers alike) comfortably participate in an elevator chat on what your communications priorities are and the impact that you want to achieve?
We struggle to understand which of our communications efforts is having the most impact.
If we audited your board, staff, volunteers or donors, would they report that your communications are easy to understand and tailored to how and when they want/need to receive information? It’s no longer okay to have a one-size-fits-all approach to communications and measurement. The decision of what channels/platforms to use is driven by the target audience and what its marketing objectives are. Are you confident you have the right platforms and you’re engaging with an audience that’s in line with your marketing objectives? Being able to track, measure, and optimize channel performance during implementation is critical – it’s the only way to know which activities are making a difference.
What are our tips to help you get your groove back?
- Begin with the end goal in mind and never skimp on the planning stage. Have clear, realistic objectives, and measurement plans in place.
- Consider having an expert help with a communications audit – this can surface concerns staff may have difficulty sharing and offer a fresh perspective on how to optimize communications efforts to ensure maximum impact.
- A great communications strategy with great creative doesn’t necessarily mean that you need to have a huge budget. Investing in your communications strategy can eliminate waste and provide clear direction for your creative team. Charts and images can be a great alternative and wonderful tool to help convey key messages. Investing time in good design will always produce results. Have your teams think of every piece of communication as a gift – carefully selected, beautifully wrapped, and thoughtfully presented at the appropriate time to delight your audience.
- Don’t overcomplicate things. Ensure your plan is easy for everyone to understand, implement, and measure to get everyone to buy-in. Clearly identify your audience and be targeted in your approach – focus your efforts on areas/audience segments that will drive the best results.
- Use every resource you have to minimize costs and amplify exposure. Don’t be afraid to try new channels and innovate. Work across teams to identify different approaches, synergies or partnership opportunities.
- Over-communicate. Step once again into the shoes of your busy, time-starved stakeholders whose lives don’t revolve around the communications campaign – save the date, official invites and email reminders, for example, can be seen as very helpful in increasing event turnout. Having a conversation calendar will ensure teams prevent conflicts or overlapping communications to the same audiences.
- Use data and results to optimize what’s working and inform the research for your next plan. Share that broadly with everyone involved, while thanking them for their involvement and support.
If like many, your team is short-staffed, lacks time, resources or key marketing knowledge and needs a marketing strategy to grow your business, contact us for a free consultation. We can help you to identify and fill in your marketing gaps so that you can grow your business.