Meeting the communications challenges of a civil society organization

Meeting the communications challenges of a civil society organization

Rima Shawulu Kwewum

Strategic Network systems Limited

Suite 21, Silla Zeka Plaza, Adebayo Adedeji Crescent, Off Ajose Adeogun Street, Utako District, Abuja. Web: http://www.snsn.com.ng Email: rima@nigeriacalabash.com

A Presentation made to the Management of ACTIONAID NIGERIA at Management Meeting on Monday, May 24, 2010

Introduction

Though it is often not said most organizations having external image problems also have internal communications challenges.  The problems they have outside may sometimes be a reflection of the organisations inability to meet its communications challenges. People often look for quick fixes which may work for a short while. Most times quick fixes are just what they are: quickies and sooner than later they fail. The challenge is to create an inclusive process which recognizes the role of all people involved and the needs they have.  The tools of information and Communications technology are now available to help organizations with low budgets, thereby increasing the possibilities of success.

What happens when communications fail

Organisation disconnected from staff and workers

i.  Oftentimes staff are grossly ignorant of developments within their organizations

ii.  They often communicate, through body language, personal conversations, messages that contradict what the management says or want

iii.  Sometimes, this may be dangerous, outsiders have more information and more up to date information staff

Organization disconnected from beneficiaries

i.  Apathy towards programmes and projects

ii.  Misunderstanding about the intentions of the organization

iii.  Poor relationship between the organization and the beneficiaries

Disconnection from funders and donors

I.  Donors and funders may feel they they have invested poorly

II.  Reduced incomes

III.  Less effectiveness/rating among peers

Limited/Challenges/Reasons for the disconnect

a.      Inadequate Financial resources

b.      Limited human resources

c.       Focus on mission and too little attention to the challenges of communications

d.      Complex nature of communications. They need to give multiple messages to multiple audience

Communications and marketing of organization and its mission

This phrase sounds commercial. In reality, however, it simply refers to the process of creating a synergy between an organization and its publics. It is the process of creating ongoing, active conversation within an organization and between the organization and its publics. There is need therefore for organisations to market themselves. This is a process that involves the whole organization, all its operation and all staff.  For an organization such as the ACTIONAID Nigeria the following groups are involved,

Group A: Staff

Group B: Beneficiaries

Group C: Funders/Donors

Group D: Partnering/Collaborating organizations

Usually each group needs individual and specific attention/programme

Each of these also require different types of information

Steps to take

Audit of the internal and external communications mechanism

Development of marketing plan/communications plan/programme

Who should be involved in the development of the policy

a.      Staff

b.      Management

c.       Stakeholders

d.      Donors

e.      Beneficiaries

What should be the content of this plan

I.  Who are we?

This is some form of branding. Important questions to answer here include

a.      What is your niche

b.      Where is it to be found?

c.       Where is it not to be found?

d.      How well do the staff know what the organization stands for?

e.      How well do the staff know what the organization has been doing, is doing and will do?

II.  What do we stand for

III.  What do we do?

IV.  Where do we want to go?

V.  How do we propose to get to the destination?

VI.  Who does what?

VII.  When is what supposed to be done?

VIII.  What is the feedback mechanism?

Staff, including management, staff need to understand communication programme of the organization.

Some Basic Steps to take

1.      Research and document activities of the organization

2.      Using the information gathered in Step 1 and 2 develop brochures and briefing materials that describe specific activities and developments, including the start and commissioning of projects

3.      Develop a social media marketing strategy. Social media such as Twitter and Facebook can provide you with ways to reach out to those interested in your organization in a low cost and effective way.  A Community can be created through the development of social network application for the organization. These members can be relied upon to pass on messages and activities of the organization. The in house community application could use by staff to

Write and publish blogs (diaries, travelogues and personal experiences)

Develop a discussion forum

Engage the supporting publics and partners in conversation

In addition, social media such as Facebook, Youtube, Flickr, Myspace, Reddit, Linked, and Twitter among several others could be helpful in connecting the organization with its publics.

What are the uses of these tools. Some one said The basic premise of social networking for nonprofits is that the organizations network of supporters “ donors, volunteers, board members, employees, community advocates, political allies “ can and will influence their own networks. Its technology-driven word-of-mouth marketing. By embracing social networking, nonprofit organizations can inform and engage their stakeholders, and provide supporters with tools to promote the organization to their own networks

You may have cultivated networks of donors, event attendees, volunteers, coalition partners, and so on. Internet-based relationship management and communication tools provide a cost-effective means for managing your offline communities, as well as new opportunities for connecting and optimizing these existing networks, write Ted Hart, James M. Greenfield and Michael Johnston in Nonprofit Internet Strategies: Best Practices for Marketing, Communications and Fundraising Success (2005).

4.      Develop and maintain a professional internet marketing presence by creating a web site. You can use a web site as a great resource to display useful information, news, monthly newsletters, events, share alternatives to donating money, and showcase the benefits of your organization. The website needs to be

Interactive

Regularly updated

Providing the information that people need

Easy navigation.

5.      Research and maintain your prospect and customer databases. Do not let these resources be wasted. Use them for special mailings, follow-up telephone calls, event invitations, alliance development, research profiling, and market segmentation.

6.      Write, tell your story

One of the best ways to engage the world with your mission is to write. Most organizations understand the power of sharing information about their mission in writing, as they watch the effect of their newsletters and direct mail pieces. By extending that writing beyond your own organization, and writing for the general public or for membership associations or others interested in your work, your written wisdom will not just go to those who already know you, but to those who do not know you yet. Writing your own blog posts, articles, newspaper opinions, and such is effective for a number of reasons.

1. You will have the opportunity to tell your own story in your own words.
2. You will be communicating about and connecting people with the issues directly affecting the mission of your organization – the definition of advocacy!
3. Through this communication, you will educate, a big part of the mission of just about every organization.
4. The mere publication of the blog post, letter or editorial piece will add credibility and publicity for your organization.
5. And once the blog post is published, you can share the link with your supporters and friends. (For hard-copy articles, you will have copies of this credible piece to include in your next mailing.)

7.       Speak, where ever you (staff and management) have time and opportunity, including TV and radio appearances you need to speak about your programmes and activities.

The organization needs to have face and a voice associated with it and needs to develop a consistent story which ties all its projects and activities to achieving. Even though society is interconnected and most issues are cross cutting, people relate better to organization doing specific things and excelling in them. The core message of the organization needs to come out in all its activities and appearances.

Speaking goes one step beyond writing, because when folks hear you speak, they are getting a direct and tangible sense of your issues, and you are right there, in real time, able to engage their questions and dispel their misconceptions. They will immediately sense the importance of your mission, and how it relates to them personally. Seeing someone speak is as close to snacking on pizza in the supermarket as your audience can get! The benefits of speaking can also live beyond that one event. Just have your talk videotaped, and you can stream that video from your organization’s website. Or you can send copies of the speech on a CD to your organization’s friends.

8.      One on One conversation: One-on-One Conversations, advocacy visits to groups and individuals. Words of commendation spoken by a friend are generally more easily believed than formal speeches and writing

9.      Capturing and publishing success stories.

People believe stories, especially stories of people and situation that they relate with. People generally believe stories and spend time reading stories. Stories sell projects and achievements more than long essays or speeches on activities and achievements. These stories once captured can be published websites, blogs, and shred through social network applications such as youtube, facebook., flickr etc. Every organization needs to develop its stories and narrations.

Whose stories?

a.      Beneficiaries

b.      Implementing partners

c.       Field staff

Content of stories

a.      Travelogues

b.      Diaries

c.       Challenges met on the field

d.      The field before the project came on

Ways to Capture and Use Nonprofit Stories

Hibbard offers nine tips for integrating stories into nonprofit communications:

• Leverage praise letters by asking the person who wrote a nice note if his comments can be used. Consider asking for more details to complete the picture.
• Ask the people you serve to share their stories.
• Identify story witnesses “ individuals in the position to see successes firsthand and report back.
• Make it easy for witnesses by giving them tools for reporting back and actively soliciting their contributions.
• Share within the team so members of different departments can use the same stories for their purposes.
• Stay positive. Talk about successes, and when talking about need, offer the positive solution.
• Mix the media to tell stories in different formats.
• Find a talented volunteer/consultant to collect stories.
• Vary story perspectives to include volunteers and sponsors as well as beneficiaries.

10.  A strong media outreach programme/plan

The advent of the new media or social media has not changed the role and importance of the mainstream media. Quite a significant number of people rely on them for information. In our peculiar situation in the Nigeria majority of people still depend on the mainstream media. It is therefore important to develop appropriate strategies to reach the media. One weakness of some media plans is the fact that the work of relating to the media I left entirely in the hands of the media department and staff.  The media arm of any organization is too important to be left in the hand of the staff of the media department. Every staff is media person and should be prepared to answer questions that may be referred to it form the media department or even from outside. The media strategy may necessarily include the creation of a Database which will contact the following information

Mailing list of partners, donors/funders, volunteers and members of the community

Telephone lists

Events

Contacts in government, beneficiary communities,

Tracking of events

Research reports etc

Market development

List of staff in various departments who may be able offer required explanation

The press/media department needs to have list media men in various fields that have interest in the various projects and activities of the organizations.

Media Kits: CDs, newsletters, magazines, reports or information

11.  Internal communications

The intranet usually manages internal communications and helps organization s who have a strict policy of staff logging into the Intranet to ensure staff have access to new developments within the organizations, announcements, calendars an scheduling. Some features of modern intranet include the following:

1. Document Management

A document management system manages files and electronic documents in a centralized location. It applies industry standard security to protect documents of individuals and the origination.

1. Scheduling

An intranet would provide an organization with centralized scheduling management. A scheduling component manages individual appoints and meetings and resolves conflicts within individual scheduling and equally synchronizes general appoints and tasks.

1. Project management

Project management is an integral part of any organization managing huge activities for different clients. A project management component eases the task of coordinating different facets of a project and tracking activities. It is a valuable tool for organizations that want to deliver objects within the required time frame at the appointed cost.

1. Fleet management

Fleet management provides means to keep track of vehicles for an origination. Management of fuel, drivers and repairs of vehicles.

1. Instant Messaging

Staff within the organization can leave messages for each other, chat and collaborate

1. Internal News and Press releases
2. Notice board

An intranet should also be able to disseminate information through out the origination. A notice board is an integral part of an intranet; it helps give general information about events, gathering and activities.

12.  Involvement of media men in project monitoring etc

Beat reporters can be invited to visit projects, ongoing and completed.

Further reading

Laura Lake, About.com Guide, Eight Basic Steps to Marketing Your Nonprofit Organization

http://www.help4nonprofits.com/NP_Mktg_3EffectiveTools_Article.htm