CommunicationsStrategyRecommendations

ThisguideshouldbeusedwhentheFRCRiscreatingcommunicationsorplanningevents
designedtoengagefundersanddonors.Inthisreportyouwillfindsuggestionsonhowto
targetanaudienceofyoungfamilieswithspecificcommunicationstrategies,alistofkey
messagestoattractthisaudience,alistofgoalsandseveralstepstoachievethesegoals,alist
ofneeds,andsomeassessmentstrategysuggestions.Weprovidedocumentsattheendofthis
reporttogiveyouavisualillustrationofkeyconceptsoutlinedhere.Consultthisguideforideas
onhowtotailormessagestoyouraudience,forareminderonthematerialsyouwillneedto
succeed,andforideasonhowtoassessyoursuccessifyouchoosetoimplementthese
suggestions.

Table of Contents:

INTRODUCTION/OVERVIEW(pg.3)

OBJECTIVE(pg.4)

KEYMESSAGES(pg.4)

AUDIENCE(pg.5)

GOALS(pg.6)

STEPS(pg.6)

MODES/MEDIA(pg.8)

NEEDS(pg.9)

ASSESSMENT(pg.11)

APPENDICES(pg.12)

2|CommunicationsStrategyRecommendations

Introduction/Overview
WewererecentlyaskedtoadvisetheFriendsoftheRedCedarRiver(FRCR)onhowtobest
communicatewithandattractfundersanddonorstothisorganization.Forthisreason,wehave
createdthiscommunicationsstrategydocument,whichincludesadviceonhowtotarget
specificaudiences,afewkeymessagestoattractsuchaudiences,howtoassesssuccess,and
more.

Beforewebegin,itisimportanttorememberthatthemissionstatement,visionandvaluesof
theFriendsoftheRedCedarshouldremaincentraltoexistingcommunicationsefforts.All
communicationsshouldremainconsistentwiththesethreecorecomponents:

FRCRsMission:
ToprotecttheRedCedarRiverandeveryonewhousesitby
maintaininghighwaterqualityandnaturalbeauty.Toeducatethecommunityaboutthe
importanceoftheriverandwhatitbringstothearea.
FRCRsVision:
TomaintainahealthylivingenvironmentforRedCedarinhabitantsaswellas
thoseutilizingitsresources.
ToprovideaspaceforGreaterLansingarearesidentstoenjoytheRedCedar
Riverasaresourceandarecreationalarea.
ToeducateGreaterLansingresidentsontheneedsoftheRedCedarRiverand
howeachpersoncanplayaroleinmaintainingitshealth.
Toprovideanexampleofenvironmentalfriendlinessandstewardshipfor
surroundingcommunities.
FRCRsValues:
Environmentalstewardship
Responsibilityfortherivershealth
Communityandorganizationalbuilding
Environmentaleducation
Environmentalstewardshipandsustainability
Animalrightsprotection(forthecreatureswholiveinandgettheirfoodfrom
theriver)

Disclaimer:Inthisguide,ourgoalisnottotelltheFRCRhowtospendmoney,onlytooffer
adviceonhowtobestraisefundstodelegateasbestseenfit.

3|CommunicationsStrategyRecommendations

Objective
WeareadvisingFRCRonhowtobestcommunicatewithfundersanddonorsbornbetween
1
approximately1965and1979.WewillrefertothisgroupasGenerationX
throughoutthe
restofthisreport.WeareattemptingtocommunicatewiththisaudiencesothatFRCRmay
increasetheirdonationsby50%bythebeginningofthe2016fiscalyear.

Itisimportanttounderstandthatwithoutthemoneythatfundersanddonorsprovide,FRCR
wouldnotbeabletoeducatethepublicontheRedCedarRiverandthevalueithasinthe
Lansing/EastLansingcommunity.

Key Messages
BelowareafewkeymessageswethinkFRCRshouldstresstothepublicthrough
communicationstrategies:

Youcouldmeanthedifference.
ThiswillappealtoGenerationXsdesiretobeincontrol.Wewanttostressthat
theseindividualshaveanimpactontheRedCedarRivershealth.Wewantto
encouragetheseindividualstodonatetohelpusmaketheRedCedarthe
healthiestitcanbe.
Homebyday,playgroundbynight.
TheRedCedarRiverishometoalotofwildlife,butitalsoservesasa
recreationalfacilityforhumans.ThisappealstoGenerationXsvaluingabalance
betweenworkandhomelife.
Betheexample.
Wewantouraudiencetofeelliketheyareservingasanexampleof
environmentalstewardshipforthenextgenerationandsurrounding
communities.Thiswillappealtothembecausetheywanttofeelliketheir
donationsaremakingadifferenceandtheyarebeingagoodexamplefortheir
children.

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Audience
IDENTIFYINGKEYAUDIENCE
WerecommendtargetingGenerationXbecausetheyaretheonesmostlikelytoberaising
youngchildrenatthistime.IfFRCRcanattracttheseindividuals,theymaybeabletogetmore
familiesengagedwiththeorganization,whichcouldleadtomorefuturedonationsfrom
childrenwhogrewupwithFRCR.Wearebynomeanssuggestingthatyoulimityoureffortsto
GenerationX,butforlongtermpurposes,weseethisaudienceasbeingthemostbeneficialfor
FRCR.

ATTRACTINGKEYAUDIENCE
IfFRCRwantstoattractGenX,theyshouldusethefollowingmessagingtactics:

Talkaboutpeoplewhoareeffective.
Discussnewandalternativeapproaches.
UsethemessagesYouarerespected!"and"Youcanbeinthedriver'sseat!"
Showthebenefitsofcooperation.
Showthemhowmoneyisbeingusedeffectively.
Showthefamilylifeofleadersandabalancebetweenworkandrecreation.
GenerationXersliketofeelrespected,incontrol,andliketoknowexactly
wheretheirmoneyisgoing.Theyalsorespectbalancedhomeandworklives.

IfFRCRislookingspecificallyatfamilieswithchildren,theyshouldusethefollowingmessaging:

Theseindividualsdonthavealotofmoneytospare:showthemalternativesto
howtheycandonate:donate
time
insteadofmoney,thewholefamilycanbe
involved,andtherearechildrensactivities.
HowcanFRCRaffect/benefitthechildren?Emphasizehowitcanbeusedasa
resource,andaskthemtodonatefromaparentsperspective.

Levinson,AdkinsandForbes,
GuerillaMarketingforNonprofits
Chapter5GuerillasFocusonPeople

5|CommunicationsStrategyRecommendations

ReiteratehowFRCRisonlyasmuchasitssupportersmakeittobe.Givethe
genxersindependencetoshapeandmoldtheorganization.

Goals
WehavesetafewgoalsinordertohelpFRCRachievetheobjectiveofattractingmorefunders
anddonors:

1. Holdatleast23fundraisingeventsperyear.
2. LaunchadonationspageontheFRCRwebsiteandcreateseveralsocialmediaaccounts
tosharestories.
3. Developacommunicationscalendaraccessibletoeveryoneonstaff.
4. (maybe)Hireafulltimeemployeetomanagethecommunicationscalendarandevent
planning.
5. Hire2internstomanageandreportoncommunicationsanalytics.(Hire4internsifyou
decidetohaveinternsmanagethecommunicationscalendar.)2
6. Findavolunteertotakepicturesatevents.

Steps
Belowareseveralstepstotaketoachieveeachpreviouslystatedgoal:

1. Holdatleast23fundraisingeventsperyear
a. Afulltimestaffmemberwouldideallyorganizethesefundraisingevents.This
individualwillneedtobookthevenue,findvolunteers,networkwithpotential
organizationstosponsortheevent,andoverseeallcommunications/PRofthe
event.Ideallythefulltimestaffmemberinchargeofthecommunications
calendarwouldtakeonthisjobbecauseitisexpectedtotakeapproximately20
hoursaweek,increasingastheeventdrawscloser.
b. Avolunteerwhospecializesinchildcareshouldbehiredontomanagechildcare
offeredattheevents.Offeringchildcareateventswillattractmoregeneration
xerswithyoungchildrentoattend,buttheyneedtotrusttheindividualtaking

Levinson,AdkinsandForbes,
GuerillaMarketingforNonprofits
Chapter5GuerillasFocusonPeople

6|CommunicationsStrategyRecommendations

careoftheirchildrenaswell.Thisiswhyavolunteerspecializinginsomeformof
childcareshouldbebroughtonforthisproject.
c. Wesuggestyoutrackeventturnoutthroughsigninlists/preregistrationfor
events.Moreonthiscanbefoundinthe
Assessment
sectionofthisstrategy.
Youshouldalsosetagoaltoreachforaneventtobeconsideredsuccessful.
Werecommendyouaimforanattendanceofatleast300peopleforeach
fundraisingevent.

2. LaunchadonationspageontheFRCRwebsiteandcreateseveralsocialmedia
accountstosharestories
a. See
ModesandMedia
sectionofthereport

3. Developacommunicationscalendaraccessibletoeveryoneonstaff
a. Developacommunicationscalendardetailingwhennewsletters,emails,social
mediaposts,andothercommunicationswillbedelivered.Thiscalendarshould
alsoincludeimportantdatesoffundraising/relevantcommunityeventsstaff
membersplantoattend.Thiscalendarshouldbekeptonaplatformwhere
calendarscanbeeasilysharedandsyncedsothatallstaffcanbeawareofwhois
availableformeetingsandwhen.

4. Managementofcommunicationscalendarandeventplanning.
Option1:
Hireafulltimeemployeetomanagethecommunicationscalendarand
eventplanning.
a. Afulltimecommunicationsmanagerwillneedtobeputinchargeofmanaging
andimplementingthecommunicationscalendar(see
AppendixA

forsample
calendar)andbudget(see
AppendixE
forasamplebudget),aswellassplitting
theirtimewitheventplanning.Thisindividualwouldbeinchargeofcheckingthe
communicationscalendar/addingcontent.Thisindividualalsoneedstoassign
contenttodifferentstaffmembers(newslettersnippets,socialmediapostsfor
specificdays,etc.).Allofthiscommunicationscontentwillneedtobechecked
andpostedbythisindividual,andreminderswillneedtobesenttoindividuals
assignedtocreatecertaincontent.Essentially,thiswillbeaprojectmanagement
positionanditwilltakeapproximately40hoursaweektofulfill(splitbetween
communicationsandeventplanning),whichiswhywesuggestafulltimestaff
membertakeonthisresponsibility.
Option2:
Hire2internsifyoudecidetohaveinternsmanagethecommunications
calendar.

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b. Ifafulltimercannotbegiventhisjobforwhateverreasonoryouchoosetoset
fundsasideelsewhere,twoparttime,unpaidinternscouldalsobehiredto
managethecommunicationsandthecalendar.Itisuptoyourdiscretion
whetherornotyouwanttooffercollegecreditfortheseinternships.

5. Hire2internstomanageandreportoncommunicationsanalytics.
a. Twounpaidinternsshouldalsokeeptrackofcommunicationsanalytics(see

Assessment
sectionformoredetails).Theseinternsshouldregularlyreportto
therestoftheteamatstaffmeetingsaboutcommunicationsbestpractices,as
wellaswhatisworkingandnotworkingthatweek.Theseindividualswillbethe
pointpeoplefortakingmeetingnotesattheseweeklymeetingsandshouldwork
approximately10hoursaweekeach.Somesampleinternapplicationscallscan
befoundin
AppendixF
.

6. Findavolunteertotakepicturesatevents
a. Werecommendhavingphotographersateventstotakephotosoffamilies.
Thesevolunteerscanalsogiveoutcardstoindividualsinstructingthemon
wheretheycanfindtheirphotosuploaded(socialmedia,ourwebsite,etc.).

Modes/Media
DONATIONSPAGE
Inordertoaccomplishthepreviouslystatedgoals,FRCRshouldhaveawebsitepagewhere
peoplecangototomakedonationsofanysize.Thispageshouldbeeasilyaccessiblebymobile
phonesofamiliesonthegocanmakedonationsastheythinkofit.Thereshouldbeaspaceon
thissamepagewhereindividualscansharetheirpersonaldonationstories,becausesharing
storiesisonegreatwaytomakepeoplecareaboutacause.Finally,thispageonthewebsite
shouldofferlinkstoalltheprograms/eventsdonationssupportsopeoplecanseewheretheir
moneyisgoing.

SOCIALMEDIA
WerecommendFRCRadvertisesitselfviapopularsocialmediasitesthatalotofgenxersuse,
suchasFacebookandTwitter.Onthesesites,FRCRshouldsharestoriesaboutacausethat
donationshelpedthisweek(thatcouldincludesustainingwildlife,theestablishmentof

8|CommunicationsStrategyRecommendations

childrensrivereducationprograms,aneventthathappenedattheriverthatwasfundedby
donations,etc.).FRCRfundraisingeventscanalsobesharedonthesesites,includingevent
registration.

PHOTOGRAPHY
Photographersshouldattendfundraisingeventsandtakephotosoffamiliesandactivities.
Thesesameindividualswillthenpassoutcardswithsocialmediaaddresseswhereindividuals
canfindthephotostakenateventsandtagthemselves.Thiswillbeagreatwaytogetthe
publicinvolvedinyoursocialmediaaswellasshareeventdocumentation.

ANNUALREPORT
Yearlyreportsthatareeasilyaccessibleareahugeresourcefordonorsandsupporterstosee
wheretheirmoneyisgoingandhow/whytheyshouldinvestfurtherintheorganization.We
recommendsharingthisannualreportonyourwebsitebecausethatisaneasilyaccessible
location.Thisreportwillalsobegoodforyoutocompareyourstatisticsfromyeartoyear.
Includedinyourreport,werecommendprovidinga
WhyImaMembersection.Here,youcan
providea
specificexample
ofafamilywhodonatestotheFRCRandthepositiveexperiences
associatedwiththeorganization.Again,thiswilladdtothestorytellingaspectofyour
communicationsstrategy.AsampleAnnualReportcanbefoundin
AppendixD
.

ADDITIONALDOCUMENTS
Additionally,itiscrucialthatyoukeepafilewherethefollowingdocumentsarestored:logos;
bios/headshotsofemployees;boilerplatetext;calendars;styleguides;publicationarchives;
facts/stats;checklists;linkstoimportantaccounts;modelsofstandardemails,personalstories,
andnewsletters.Thisiscalledamarketingbankandwillbethebaseofyourorganizations
marketingmaterials.

Needs
PLANNINGNEEDS
FRCRwillneedtodevelopabudgetforhiringnewemployees,executing
communicationsmessaging,advertising,hostingfundraisingevents,etc.Wehaveput
togetherasamplebudgetingdocumentin
AppendixE
.
Eventplanningmeetingsshouldbeheldseparately.Thesewillbebiweekly,halfhour
meetingstoreportoneventplanningprogress.Uptotwoweeksbeforeanevent,itmay

9|CommunicationsStrategyRecommendations

benecessarytomakethemeetingsweeklyandextendthemtoanhour,dependingon
progress.Thechildcarevolunteer,thefulltimerplanningevents,photography
volunteersandcommunicationsinternsshouldbepresentatthesemeetings.
Weeklystaffprogressmeetingsshouldbeimplementedtoreportoncommunications
progressandanalytics.Everyone,frominternstofulltimestaff,willbeexpectedto
participateinthesemeetings.Werecommendholdingthesemeetingsfor10minutes
rightbeforelunch,inordertoincreaseefficiency.

MATERIALNEEDS
WerecommendpurchasingaqualityDSLRcameratotrackeventsandtakephotosto
3
includeinnewsletterstories.Pricesforsuchcamerasgenerallystartat$500.

PROGRAMNEEDS
Socialmediaaccounts:FacebookandTwitterattheleast
GooglecalendarorGoogleformstocreateacalendarwithallimportantdates(events
orduedates)availabletoeveryonetohaveanideaofwhat'sgoingon
PowerPoint,Gimp,orWordPublishertodesigngraphicsforsocialmedia
IfFRCRwantsmoreadvancedgraphics,youmaypurchasetheAdobeCreativeSuiteata
4
startingpriceof$1,599.94foranolderedition

PEOPLENEEDS
Fulltimeemployeetospend20hoursperweekdedicatedtomanagingcommunications
and20hoursaweekoverseeingeventplanning.(OR40hoursperweekforevent
planningsupervising20hoursfrom2unpaidcommunicationsinterns.)
10hoursaweekfromcommunicationsanalystinterns.
Ateachevent,haveonevolunteerorinterngatherstoriesfromparticipantstoputin
themarketingbank(see
Modes&Media
).
5hoursfromchildcarevolunteeratevents(maybe2hoursfromthisvolunteerinthe
twoweekspriortotheeventforpreparationmeetings).
5hoursfromphotographyvolunteeratevents(maybe2hoursfromthisvolunteerin
thetwoweekspriortotheeventforpreparationmeetings).
http://bit.ly/1yrzRyi
3 BestBuy,
http://bit.ly/1FSdAfV
4 GoogleShopping,

10|CommunicationsStrategyRecommendations

Assessment
EXTERNAL
Werecommendregisteringfor
GoogleAnalytics
tokeeptrackofwebsitehits.Thiswill
providesomeinsightintowhattypesofinformationismostandleastoftenvisitedby
theFRCRaudience.
Wealsorecommendsigningupfor
FacebookandTwitteranalytics
(impressions)to
keeptrackofhowmanypostsrequestingdonationsandvolunteerhelpareactedupon.
Holding
focusgroups
withlocalfamiliesandothercommunitymemberswouldgiveusa
chancetoaskouraudiencewhattheythinkourcoremission,visionandvaluesareto
ensureweremakingtheimpressionwewant.
Evenfurther,askingdonorsandnondonorswhytheydoanddontdonatewill
helpusunderstandtheapproachesweneedtodevelopfurther.
AftereacheventhostedbyFRCR,werecommendrequesting
eventfeedbackthrough
andemailsurvey
toaskguestshowtheyheardabouttheevent,whattheylikedabout
itandwhattheythinkwecoulddobetternexttime.Askingfordemographic
informationwouldgiveFRCRaviewintothetypesofpeoplethatareengagingwith
promotionsand,likely,thetypesofpeopletheyshouldcontinuetotarget.Anexample
ofasuggestedformatforaneventfeedbacksurveycanbefoundinAppendixB.
WerecommendthatFRCRpullsquotesandpersonalnarrativesfromthe
responsestheyreceivetouseinfuturepromotions.Ex:Boblovedthisevent
becauseofthefreechildcare.QuotefromBob.Etc.)

INTERNAL
Inadditiontofocusgroupswithexternalaudiencemembers,werecommendmonthly
internalfocusgroups
betweenstaffmembersandcommittedvolunteersforachance
toreceivefeedbackandinsightfromallinvolvedmembers.
Werecommendsendingan
internaleventfeedbackform
toemployeesandvolunteers.
Anexampleofaninternaleventfeedbackformcanbefoundin
AppendixC
.
Createaspreadsheettokeeptrackofthisinformation,alongwiththe
informationgatheredfromtheexternaleventfeedbackform,foreasyreferral
whenmeasuringthesuccessofcertaintypesofevents.
Purposeoftheevent,publicandstaffattendance,agegroup,dayand
timeofevent,scheduleofeventwithactivities,anychallengesfaced
duringtheevent,etc.Themoredetailsthebetter!

11|CommunicationsStrategyRecommendations

Keeptrackoftheamountsofdonationsreceivedateacheventinthesame
spreadsheet.Overtime,wehopeyouwillbeabletoseepatternsand
consistenciesbetweentheamountofdonationsreceivedandthespecific
elementsoftheevent.
Have
staffmeetings
andreviewcommunicationcalendarbiweeklytoseeifduedates
arebeingrespected,what'sbeendone,andhowFRCRcanimproveinits
communications.

Appendices
A. Samplecommunicationscalendar5

B. ExternalEventEvaluationform6
a. BelowisasampleformmadeonGoogleFormsthatcanbesentoutviaemailto
eventattendeestoreceivefeedback.GoogleFormswilllogallinformation
receivedinacorrespondingspreadsheet.

5
6

SkeletoncreatedinGoogleCalendar
CreatedinGoogleForms,
http://bit.ly/1K52YJj

12|CommunicationsStrategyRecommendations

C. InternalEventEvaluationform7
a. Belowisasimilareventfeedbackform,alsomadewithGoogleForms,thatcan
besenttointernalFRCRattendees.

CreatedinGoogleForms,
http://bit.ly/1ySx9m7

13|CommunicationsStrategyRecommendations

D. YoungLifeAnnualReport8
a. YoungLifeisanondenominationalChristianministrythatseekstoreach
adolescents.Wechosetofeatureexcerptsfromoneoftheirannualreportsasa
goodexamplebecausewefeeltheyhaveanexcellentbalanceofpersonal
storytelling(inthefirstgraphic)andconcrete,factualinformationaboutthe
organizationsachievementsandinnerworkings.

YoungLifeAnnualReport,
http://bit.ly/1DhV0rz

14|CommunicationsStrategyRecommendations

E. Samplebudget9
a. ThisisascreenshotofasamplebudgetcreatedinMicrosoftExcel.Theentire
budgetisattachedseparatelyasanExcelspreadsheetinorderforyouto
experimentwithasneeded.Althoughitisincludedsolelyforthepurposeof
9

SeeattachmentforfullExceldocument

15|CommunicationsStrategyRecommendations

eventplanninginthisreport,itsmodelcanbeusedformanaginganoverall
budgetformultipleareasoftheorganization.

F. Samplecallforinterns10
a. BelowisasamplecallforinternspostedbyafellownonprofitcalledEveryoneis
Gay.Itincludesabriefdescriptionoftheposition,detailsaboutwhatkindsof
compensationtheinternswillreceive(collegecreditinthiscase),andalistof
desiredskills.Itsalsowritteninafriendlyandcasualtonethatwilllikelyappeal
toayoungeraudienceofcollegestudents.

10

EveryoneIsGaycallforinternsviatumblr,
http://bit.ly/1JufwJh

16|CommunicationsStrategyRecommendations

G. Samplepersonalstory11
a. BelowisasampleFacebookpostfromtheCapitalAreaHumaneSociety.Theydo
anexcellentjoboftellingthestoriesoftheanimalstheyhaveupforadoptionin
ordertocreateamorepersonalconnectionbetweenwhattheorganizationdoes
andtheiraudience.

11

CapitalAreaHumaneSocietyFacebookPost,
http://on.fb.me/1biUUZh

17|CommunicationsStrategyRecommendations

18|CommunicationsStrategyRecommendations