Are You An Audience Addict?

 Most organisations want to reach as many people with as much information as possible in the shortest possible time. 

This is a natural ambition because they think this will speed up their chances of success.  After all we humans are an impatient lot and demand instant results. 

The cold, hard truth however is most of us have limited budgets, time and energy levels so reaching everybody quickly becomes expensive and exhausting. We simply do not have the dollars or stamina for this so we need to rank or prioritise our audiences.

Start out by asking which individuals and groups matter most to your business?

The answer will lead you to identify your must reach audiences and help to put a laser-like focus to your marketing. The must reaches are people on whom you depend heavily, who are or will be personally affected by your work or who can markedly influence the success of your services. When it comes to giving attention they must be your number one priority.  Most often they are your staff, volunteers, current and potential clients or customers and of course people with the funding.

Another significant group is those who can help you at some point or might benefit from what you offer.  Their support is less critical so you do not need to spend as much time with them. They could be regulators, kindred organizations or even professionals that refer people to your services. Of course they still need to know about you but not as often as the must reach group. 

A lesser priority still are the people who need occasional information.  For example your local community becomes important at fundraising time but probably don't  need to hear from you continually throughout the year.  

It's wise to set achievable audience priorities  yet recognise they need to be regularly reviewed as your circumstances and operational environment change.

Communications Audit Tool for Not For Profits

Before beginning a new communication journey, it is worth reflecting on the current state of your organisation’s PR and marketing. A communications audit provides the opportunity to review your efforts and assess their effectiveness. 

A communications audit is a valuable exercise whether you are a large or small not for profit. It provides a handy reference point to assess what is working and what is not. Based on this you can then decide what to continue with and what to abandon.

In my workshops I ask groups to complete a simple audit template which takes around 20 minutes. An extract is below. 

Communication activity	Frequency	Budget	Very effective	Effective	Not Effective
For example Brochures

Gather those who are responsible for directing and those who are responsible for carrying out your PR and marketing to complete the audit. Often in small not for profits these are the same people. It is handy to have the CEO or Chairperson involved because they know what is coming up, set future priorities and importantly control the communications budget. 

 Limit the audit to what you have done in the past 12 months and begin filling in the template. 

 In the column labelled Communication activity individually list what you currently do. For example you might use: 

• Print collateral such as brochures, fliers, newsletters. Even list your annual report if this is how you make key people aware of what you do.
• Media relations such as media releases, interviews, media conferences, letters to the editor.
• Digital platforms such as your own or others’ websites, Facebook, Flickr, YouTube, Twitter, Foursquare.
• Events such as those you stage and those where you join with others.
• Word of mouth marketing such as liaising with influential people and asking clients for testimonials.
• Advertising such as radio, TV, newspapers or on-line advertising.
• Direct marketing such as direct mail, email campaigns, telesales
• Other activities.

 This list is not exhaustive but I hope you get the idea. 
 

 In the column labelled Frequency write down how often you do these tasks. For example it could be something you do regularly such as keeping in contact with funding agencies. Or it might be something that happens throughout the year such as approaching the media.  Or it might be something occurring once a year such as publishing the annual report.

 In the column labelled Budget you need to identify the dollar cost of each activity and the number of hours spent on it each month. Small organisations often have little to spend on marketing and PR, but compensate by devoting considerable time to communicating. It is important to identify both types of costs.

In the column labelled Very effective place a tick for a particular activity that you regard as successful and would want to repeat. Or you might rate an activity as effective (which is still a high score) so place a tick against that item in the column labelled Effective.  Or you might judge something as just not working, so tick the Not effective column.

Each communication task can only have one effectiveness rating and assigning a rating is based on either on evaluation data you have collected or an educated best guess of what works and what does not. (More on evaluation data in a later blog post .)

 A completed template shows at a glance the relative effectiveness of each item on your communications menu. You can now decide what to keep, improve or ditch.  Ideally you would want to continue an activity that was low cost in dollar terms and staff time but very effective.  Something that was effective but expensive might warrant more effort to make it work even harder.  Something graded not effective needs a massive overhaul or should be dropped.

You should conduct a simple communications audit least every 12 months and make sure you keep a record.  This then becomes an important document from which you can judge your progress. 

Not For Profits And PR Planning

A charity would never think of providing food to the homeless without the proper arrangements in place? A not for profit would never schedule respite care without preparations? A green group would never save a river without researching the best ways to undertake the task. Not for profits continuously plan their next steps.

Yet when it comes to PR and marketing, many organizations work in a haphazard fashion, improvising as they go. The committee cries out. We need a brochure, build a Facebook fan page or get us on the evening news.  That is often enough for someone to be off and running with little thought of a larger marketing picture. 

Effective communication does not have to be elaborate or expensive. But it does have to be planned. A simple plan focuses efforts, ensures money is wisely spent and harnesses staff and volunteer effort into concrete actions which lead to a desired end point. A communication plan is as important as other key business and corporate strategies and flows on from these documents. In turn it contributes to their successful implementation.  You need a plan but it does not have to be complex.  

Unless your organization is small with only a handful of members you need to document your communication goals and activities. A written plan ensures everyone shares a common direction, removes doubt and allows your achievements to be measured. 

A simple, short document will meet the needs of most small to medium-sized not for profits. Often a four to five page plan covering a 12-month period will be enough to provide direction for your marketing and PR efforts.  

Communications plans vary between organizations but most identify:

• Objectives: the communications fundamentals to achieve.
• Audiences: the people you need to reach.
• Messages: what you want to tell people.
• Tactics: how you will get information to your audiences.
• A timetable: what happens and when.
• Budget: how much you have to spend and on what, over the life of the plan.
• Measurement: how you will measure your efforts so you can improve.
• Responsibilities: who is doing what and by when. 

Not for profits are dynamic organisations and change constantly.  For example you hire new staff, get new clientele or your funding varies. Therefore your communications plan should be flexible rather than set in stone and has to be vigorously reviewed and updated so it remains current and relevant.

Best Book of 2010

Of the ten or so marketing and PR books I have reviewed in the last 12 months  the stand-out is Repositioning: marketing in an era of competition, change and crisis by Jack Trout and Steve Rivkin.

 

Trout and Rivkin have written a book of uncommon wisdom for  the post Global Financial Crisis world.  They call on companies anxious to succeed, to adjust the perceptions people have either of them or their competition.  This mandates repositioning the competition and or competing all out on a simply defined value proposition.

Most managers are disinclined to attack the competition head.  It usually invites comparison, criticism and counter attack.  However Trout and Rivkin cite examples in the olive oil, luxury car, liquor and other industries where marketers have used this strategy  to  fence in the  competition and win.  

On the other hand  “value is the name of the game”. And companies can grow market share when they do something special, pioneer new technologies, compete on whole of life costs or introduce a premium.

This is an easy to read five star book for those after different ideas.

Become A Brand And Stand For Something

 A golden rule applies to each one of us whether we are politicians, business tycoons or on the frontline of community service.   

You must stand for something if you want to succeed.  This applies as much to not for profit organisations as it does to individuals.

Before you step out to communicate your value you must have a firm idea of who you are, what you do and why you are important to your cause, your clients and your community.

Having a strong sense of identity is critical.  It will guide how you work, what you say, who you engage and how and when you communicate.  In marketing this sense of identity is called branding and it influences how you deliver services as well as every aspect of your outreach.

In 2001 I worked for a national organization responsible for promoting community harmony among Australians from different cultural backgrounds.  The Federal Government had hand-picked high powered and accomplished professionals as Council members.  The organisation had dedicated and professional staff.  It had money and everyone expected big things. 

Within six or so years it had ceased to exist.  There were many reasons for its failure but a key one was it never defined its real purpose.  It never found a sense of brand which meant it lacked conviction when it entered the public domain.  A sad and visible result was a pattern of patchy and inconclusive communications.  At the time a friend seeing this wasted potential and lost opportunities summed it up concisely: if they want attention they must stand for something.

We are all aware of the big brands: McDonalds, QANTAS, Chanel, Bank of America, Lloyds of London and the like.  They behave in a consistent, certain way and when they speak they do so with clarity.  Small organizations need to have a similar sense of purpose or brand.  In fact it is even more important for them.  They lack the resilience and strength of larger organizations and unless they are strongly focused they are easily elbowed aside and overlooked.

Sometime ago I worked with a prominent community organization that provided in-home services for older people and disabled individuals.  The 35 person staff decided that to continue to succeed over the next 12 months collectively they had to come to:

• Show a consistent purpose.
• Deliver benefits clients, funding bodies, the media etc can readily see.
• Deliver those benefits to a high standard day in, day out throughout the year.
• Regularly reinvent the organization as community expectations changed.
• Communicate constantly to staff, clients and the key groups that shaped their environment.

These five points provide a pretty clear roadmap of what an organisation – or brand - must do to move from being good to becoming great.

But finally a word of caution.  Do not confuse branding with logos, colours and symbols.  The best graphic designs in the world cannot replace a sense of corporate purpose, clarity or commitment.  These essentials must come first.  The fancy blueprints for business cards, websites, office signs and the like can usually wait so beware the marketer who claims they are the mandatory first step.