NGOs

Storytelling

“NGOs Communication Camp – The content of this booklet

2nd Edition” is a D.G.T. does not reflect the
Association KA 1 Youth official opinion of the
Mobility project financed European Union.
by the European Union Responsibility for the
through Erasmus+ Programme. information lies entirely
with the author(s).
No one does it alone

Dear Trainer or Communication Specialist,

helpful advice on a range

No one does it alone (in
of communications channels
branding and in life). This which you can use.
is a resource for the whole
branding team—from the The booklet is based on
president to the creative NGOs Communication Camp
volunteer to the designer Training Curriculum that
and brand strategist. I was developed by D.G.T.
want to make it easy to Association and the
quickly grasp the trainers team specialized
fundamentals and be in communication for not-
inspired by best practices; for-profit organisation in
And I want to make it easy 2013 and 2014 .
to build brand equity.
We encourage you to adapt
The tools have changed. The these concepts in order to
fundamentals have not. The meet your specific needs
questions are the same and we hope it will guide
whether you’re on Facebook and assist you with
or in your office: Who are planning of your own
you? Who needs to know? How communication strategy.
will they find out?
If you need additional
This booklet has been information about the
designed to help you train program, please contact
non-governmental D.G.T. Association at
organizations or your ngoscommunicationcamp@gmail
communication department .com
and take positive actions
to improve communications
with your teams, media or
partners. It will show you
ways to put together an
internal and external
communications strategy and
action plan and gives

Best regards,

Emilia Radu
Corina Şeler
Project Coordinator & Trainer NGOs Communication Camp
January 2015
 Basics
Brand Identity
The importance of Media to the work
of NGO
Social Media and Mobile
How to het a Wikipedia page for your
non-profit
Blogging your projects
It’s storytelling time
Google Adwords for nonprofits
Your team = brand ambassadors
Glossary of terms

Table of Contents
Image and perception help drive value;
without an image there is no perception.

Scott M. Davis
Brand Asset Management
 1 Basics

nonprofit sector, appear to be at an

NGOs and other non-profit inflection point. While
organizations must reinforce and some in the sector are skeptical
reestablish their identity as a about brands, believing that the
powerful and recognizable brand. brand is essentially a fundraising
Communication is very important for tool, many are embracing a more
non-profit organizations, between strategic role for their brands in
each other and to the public. driving long term social goals and
Otherwise, how else would NGOs be building internal cohesion and
able to differentiate themselves from capacity.
each other?

The survival of current NGOs depends

on their ability to publicly sustain
an issue and to be seen by those
interested as the vehicle for
processing and transforming the
matter.

To achieve this, the NGO must reach

out to their audience in search of
two objectives: first, to propagate
the values, ideas and beliefs that
give meaning and entity to the These objectives require that the
organization. Second, it must ensure image and communication of an NGO
that its stakeholders feel involved should look to draw attention
and committed to the organization. publicly to the issue that the NGO
Thus the NGO can attract stakeholders itself embodies, or to interpret the
to contribute to their cause, through problem, synthesizing the diagnostic
both direct and economic of the situation, dangers and
participation. possible solutions of this issue.

It is a matter of courage to know

your story. It is a matter of wisdom
to be able to share it with the
others.

Today, communication technologies

open new opportunities for
storytelling. At the same time, the
stories of your projects are needed
today more than ever in order to
discern the essence from noise.
 1 Basics

their representatives complaint was

Who are we? simple:

Let us first discuss WHO we are, "Nobody knows who we are or what we
and WHAT we want to do. do!"

1. Think about the NGO you work We analyzed their existing

for. Imagine you are describing communications and community
this NGO to a friend. In one engagement efforts, talking with
sentence, describe what your people both inside and outside the
organization is trying to organization, trying to see the
achieve. full picture of the group's work.
2. If the work of your NGO is
successful, how will life in the The answer is simple and complex in
community be improved? What the same time:
positive changes will there be?
3. What is the image (or “voice”) "We know why nobody knows who you
of your NGO? How do you want are or what you do. You don't tell
people to think of you? Make a anyone!“
list of words to describe the
personality of your organization They were using a slew of "standard
(for example: friendly, caring, business marketing tools." They had
helpful). a great brochure, an impressive
4. What wrong ideas do people (and quarterly journal, PR with local
the media) have about your media - many of the tools you might
organization and the work you read about in a standard off-the-
do? Why do you think they have shelf small business marketing
these wrong ideas? book.

So what about
Five years ago, when we were Community Engagement?
approached to help several not-
for-profit organizations,
Community Engagement Tool #1: Writing

One of the best ways to engage the world with your mission is to
write.

your organization's own blog,

but it is also highly effective
when you write a guest post for
someone else's blog.

In every industry and in every

community, there are online and
hard-copy publications looking
for content. Find a list of all
those publications within your
Most organizations understand particular niche - whether that
the power of sharing information is your geographic community, or
about their mission in writing, your community of interest, such
as they watch the effect of as the regional art or
their newsletters and direct environmental or educational
mail pieces. By extending that community. Then ask if they
writing beyond your own would publish an article on an
organization, and writing for issue of particular concern to
the general public or for their readers. It could be a
membership associations or column on child abuse in a
others interested in your work, school PTA newsletter, or an
your written wisdom will not article on the effects of eco-
just go to those who already tourism for the local lifestyle
know you, but to those who do magazine, or a guest blog post
not know you yet. on a critical issue for your
local newspaper.
This can mean writing articles
for newsletters and local
newspapers, or it can mean
writing a book.
It should absolutely include

Writing your own blog posts, articles, newspaper editorials, and such
is effective for a number of reasons.

You will have the opportunity to tell your own story in your
own words.
You will be communicating about and connecting people with the
issues directly affecting the mission of your organization -
the definition of advocacy!
Through this communication, you will educate, a big part of
the mission of just about every organization.
The mere publication of the blog post, letter or editorial
piece will add credibility and publicity for your organization.
And once the blog post is published, you can share the link
with your supporters and friends.
Community Engagement Tool #2:
Speaking
engage their questions and dispel
Another effective way to engage their misconceptions. They will
groups and individuals in the mission immediately sense the importance of
you care about is Public Speaking. your mission, and how it relates to
There are always groups looking for them personally. Seeing someone speak
effective speakers - speakers who know is as close to snacking on pizza in
their subject and can capture an the supermarket as your audience can
audience's attention for 15 minutes, get!
30 minutes, an hour. If you make clear
to the group that you are NOT there to The benefits of speaking can also live
ask for money, but just to share what beyond that one event. Just have your
you know about an issue concerning the talk videotaped, and you can stream
community, there are a multitude of that video from your organization's
speaking engagements just waiting for website. Or you can send copies of the
someone from your organization. speech on a CD to your organization's
friends.
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
Community Engagement Tool #3: One-on-One Conversations

We all know the word of a trusted friend or colleague can go miles to open doors.
Building those one-on-one friendships lies at the very heart of Community
Engagement. And yet it is surprising how few organizations take full advantage of
this simple tool!

but their wisdom - just start to build

How to Do It: There are many ways to the relationship between their passion
simply and comfortably engage friends / interest and your work. Then follow
for your mission via one-on-one up with that new friend - a thank you
conversations. And while Social Media note for their time, an article you
such as Facebook and Twitter make it saw that you thought they might enjoy,
easy to meet people online, there is or the new article you just wrote!
nothing like slow, meaningful live Keep them in your monthly/bi-monthly
conversation to make a real difference contact loop, and continue to follow
to your organization. Here is just one up.
way to do that:
This is the type of work any of us can
Take one current friend of your feel comfortable doing. And it is all
mission to breakfast each week, to generated from the word of mouth of a
just chat about what's going on as it supportive friend who is already
relates to your mission. During that familiar with the importance of your
breakfast, ask that person if he can mission.
suggest 3 other people who might want
to know about your work. And then ask
if he would call those 3 people to
make an introduction for you, so that
when you call it's not a cold call.

Then call those people, and tour them

through your facility or meet them in
their office to engage them in your
mission. Don't ask them for anything
 2 Brand identity

recognition, amplifies
Brand identity is tangible and differentiation, and makes big ideas
appeals to the senses. You can see and meaning accessible. Brand
it, touch it, hold it, hear it, watch identity takes disparate elements and
it move. Brand identity fuels unifies them into whole systems.

Let’s start by dispelling some myths…

a brand is not a logo.

a brand is not an identity.

a brand is not a product/organization/company
a brand is a person gut feeling about a
product, service or an organization
As competition creates infinite Branding is about seizing every
choices, companies look for opportunity to express why
Is a gut ways to connect emotionally people should choose one
feeling with customers, become brand over another. A desire to
irreplaceable, and create lead, outpace the competition,
because lifelong relationships. A and give employees
people are strong brand stands out in a the best tools to reach
emotional, densely crowded marketplace. customers are the reasons why
intuitive People fall in love with companies leverage branding.
beings. brands, trust them, and believe
in their superiority. How a The best identity programs
brand is perceived affects its embody and advance the
success, regardless of whether company’s brand by supporting
it’s a start-up, a nonprofit, desired perceptions. Identity
or a product. expresses itself in every touch
point of the brand and becomes
Branding is a disciplined intrinsic to a company’s
process used to build awareness culture—a constant symbol of
and extend customer its core values and its
loyalty. It requires a mandate heritage.
from the top and readiness to
invest in the future.
 .
Positioning takes advantage of changes
Effective brand strategy provides a in demographics, technology, marketing
central unifying idea around which all cycles, consumer trends, and gaps in
behavior, the market to find new ways of
actions, and communications are appealing to the public. A big idea
aligned. It works across products and functions as an organizational totem
services, pole around which strategy, behavior,
and is effective over time. The best actions, and communications are
brand strategies are so differentiated aligned. These simply worded
and powerful that they deflect the statements are used internally as a
competition. They are easy to talk beacon of a distinctive culture and
about, whether you are the CEO or an externally as a competitive advantage
employee. that helps consumers make choices.

Brand strategy builds on a vision, is Big ideas are a springboard for

aligned with business strategy, responsible creative work (thinking,
emerges from a company’s values and designing, naming) and a litmus test
culture, and reflects an in-depth for measuring success. The simplicity
understanding of the customer’s needs of the language is deceptive because
and perceptions. Brand strategy the process of getting there is
defines positioning, difficult. It requires extensive
differentiation, the competitive dialogue, patience, and the courage to
advantage say less. A skilled facilitator,
and a unique value proposition. experienced in building consensus, is
Aligning an organization’s vision with usually needed to ask the right
its customers’ experience is the goal questions and to achieve closure. The
of brand strategy. Supporting every result of this work is a critical
effective brand is a positioning component in the realization of a
strategy that drives planning, compelling brand strategy and a
marketing, differentiated brand identity

Positioning evolves to create openings

in a market that is continually
changing,
a market in which consumers are
saturated with products and messages.
Brand Identity Ideals

Leaders who take the time to share

Vision requires courage. Big ideas, their most audacious dreams and
enterprises, products, and services are challenges frequently understand the
sustained by individuals who have the power of symbols and storytelling to
ability to imagine what others cannot build their culture and brands.
see and the tenacity to deliver what Strategic designers have the uncanny
they believe is possible. Behind every ability to listen deeply and synthesize
successful brand is a passionate vast amounts of business-critical
individual who inspires others to see information with an overarching vision.
the future in a new way.
The role of design is to anticipate the
Brand identity begins with a future before it happens. Brand
conversation about the future. Hearing identity systems often prototype the
the vision face to face is critical to possibilities and spark meaningful
the brand identity process. dialogue.
The best brands stand for something: a Agreement on brand essence and
big idea, a strategic position, a attributes builds critical synergy and
defined set of values, a voice that precedes any presentation of visual
stands apart. Symbols are vessels for solutions, naming conventions, or key
meaning. They become more powerful with messages.
frequent use and when people understand
what they stand for. They are the Bumper-to-bumper brands clamor for our
fastest form of communication known to attention. The world is a noisy place
man. Meaning is rarely immediate and filled
evolves over time. with a panoply of choice. Why should
consumers choose one brand over others?
Meaning drives creativity It is not enough to be different.
Brands need to demonstrate their
Designers distill meaning into unique difference and make it easy for
visual form and expression. It is customers to understand that
critical that this meaning is explained difference.
so that it can be understood,
communicated, and
approved. All elements of the brand
identity system should have framework
of meaning and logic.

Meaning builds consensus

Meaning is like a campfire. It’s a

rallying point used to build consensus
with a group of decision makers.
The brand needs a stand-out name.

A name is transmitted day in and day People often indicate that they will
out, in be able to make a decision after
conversations, emails, voicemails, hearing a name once. In fact, good
websites, names are strategies and need to be
on the product, on business cards, and examined, tested, sold, and proven.
in
presentations. The wrong name for a Various thoughtful techniques must be
company, product, or service can utilized to analyze the effectiveness
hinder marketing efforts, through of a name to ensure that its
miscommunication or because people connotations are positive in the
cannot pronounce it or remember it. It markets served
can
subject a company to unnecessary legal Intellectual property lawyers need to
risks or alienate a market segment. conduct extensive searches to ensure
Finding the right name that is legally that there are no conflicting names
available is a gargantuan challenge. and to make record of similar names.
Naming requires a creative, It is too large a risk—names need to
disciplined, strategic approach. last over time.

Naming is a rigorous and exhaustive The right name has the potential to
process. Frequently hundreds of names become a self-propelling publicity
are reviewed prior to finding one that campaign, motivating word of mouth,
is legally available and works. reputation,
recommendations, and press coverage.

Qualities
of
an Meaningful – Essence of the brand
Distinctive - Unique, easy to remember, to pronounce
Protectable – Trademark
Visual – Brand architecture

effective
name
Taglines

The lines you remember – Get to the point

Taglines influence consumers’ buying Taglines have a shorter life span than
behavior by evoking an emotional logos. Like advertising campaigns, they
response. A tagline is a short phrase are susceptible to marketplace and
that captures a company’s brand lifestyle changes. Deceptively simple,
essence, personality, and positioning, taglines are not arbitrary. They grow
and distinguishes the company from its out of an intensive strategic and
competitors. creative process.

A tagline’s frequent and consistent Stay on message is the brand mantra.

exposure in the media and in popular The best brands speak with one
culture reinforces its message. distinctive
Traditionally used in advertising, voice. On the web, in a tweet, in
taglines are also applied on marketing conversations with a salesperson, in a
collateral as the centerpiece of a speech given by the president, the
positioning strategy. company needs to project the same
unified message. It must be memorable,
identifiable, and centered on the
customer.

Short
Differentiated from its competitors
Unique
Captures the brand essence and positioning
Easy to say and remember
No negative connotations
Displayed in a small font
Can be protected and trademarked
Evokes an emotional response
Difficult to create
A tagline is a slogan,
clarifier, mantra, company
statement, or guiding principle
that describes, synopsizes, or
helps create an interest.
 TYPOGRAPHY
LOGO

COLOUR
Design elements

Design is an iterative process that Creativity takes many roads. In some

seeks to offices numerous designers work on the
integrate meaning with form. The best same idea, whereas in other offices
designers work at the intersection of each designer might develop a
strategic imagination, intuition, different idea or positioning
design excellence, and experience. strategy. Routinely hundreds of
sketches are put up on the wall for a
Reducing a complex idea to its visual group discussion. Each preliminary
essence requires skill, focus, approach can be a catalyst to a new
patience, and unending discipline. A approach.
designer may examine hundreds of ideas
before focusing on a final choice. It is difficult to create a simple
Even after a final idea emerges, form that is bold, memorable, and
testing its viability begins yet appropriate because we live in an
another round of exploration. It is an oversaturated visual environment,
enormous responsibility to design making it critical to ensure that the
something that in all probability will solution is unique and differentiated.
be reproduced hundreds of thousands, In addition an identity will need to
if not millions, of times and has a be a workhorse across various media
lifetime of twenty years or more. and applications.

In projects that involve redesign the

designer must also carefully examine
the equity of the existing form and
understand what it has meant to a
company’s culture.
A logo is a graphic mark
or emblem used by organizations and
individuals to aid and promote instant public
recognition.
 The art and technique of
arranging type, type design,
and modifying type glyphs.

Typography
Typography is a core building block of Identity program typography needs to
an effective identity program. be sustainable and not on the curve of
Companies like a fad. Thousands of fonts have been
World Vision, Unicef, UNESCO, are created by renowned typographers,
immediately recognizable in great part designers, and type foundries over the
due to the distinctive and consistent centuries, and new typefaces are being
typographical style that is used with created each day. Some identity firms
intelligence and purpose throughout routinely design a proprietary font
thousands of applications over time. for a client.

A unified and coherent company image Choosing the right font requires a
is not possible without typography basic knowledge of the breadth of
that has a unique personality and an options and a core understanding of
inherent legibility. Typography must how effective typography functions.
support the positioning strategy and Issues of functionality differ
information hierarchy. dramatically on a form, a
pharmaceutical package, a magazine ad,
and a website. The typeface needs to
be flexible and easy to use, and it
must provide a wide range of
expression. Clarity and legibility are
the drivers.
Color is used to evoke emotion and In the sequence of visual perception,
express personality. It stimulates the brain reads color after it
brand association and accelerates registers a shape and before it reads
differentiation. As consumers we content. Choosing a color for a new
depend on the familiarity of Coca-Cola identity requires a core understanding
red. We don’t need to read the type on of color theory, a clear vision of how
a Tiffany gift box in order to know the brand needs to be perceived and
where the gift was purchased. We see differentiated, and an ability to
the color and a set of impressions master consistency and meaning over a
comes to us. broad range of media.

While some colors are used to unify an

identity, other colors may be used
functionally to clarify brand
architecture, through differentiating
products or business lines.
Traditionally the primary brand color
is assigned to the symbol, and the
secondary color is assigned to the
logotype, business descriptor, or
tagline.

Families of color are developed to

support a broad range of
communications needs. Ensuring optimum
reproduction of the brand color is an
integral element of standards, and
part of the challenge of unifying
colors across packaging, printing,
signage, and electronic media.
 3 The importance of the
Media to the work of NGOs

How to Establish Media Contacts

Mass media are channels, such as
newspapers, magazines, radio or While journalists face tight deadlines
television, used to communicate each day, they will make time to talk
information to large groups of people. to you if you can prove that you are a
By regularly conveying information to valuable source of information. In
important audiences, from the general order to establish yourself as a
public to government and international valuable contact to a journalist, you
decision makers, the media plays a must first do some work in
large role in shaping public debate. preparation. A good first step is to
The media are among the most important make a list of the newspaper, radio
allies to the NGO community. and/or television media outlets with
which you would like to establish a
Establishing good relationships with relationship. These are your target
journalists is an integral part of any media contacts.
effective media outreach campaign.
Some ways in which the media can be of Research what kind of stories your
importance to NGOs include writing target media contacts cover. To do
articles that: this, read, listen to or watch the
• create an environment of political reporting that your target media
pressure contacts produce. You can also use
• convey general information, serving Internet search engines to review past
as a public education tool coverage. Pay close attention and try
• counter popular misconceptions to identify one or two journalists who
• comment on an issue, providing an regularly write stories relevant to
alternative viewpoint the subject matter of your media
outreach campaign.

Once you’ve done this basic homework,

call your target media contacts. Be
prepared to introduce yourself and
your organization, and to position
yourself as a resource to that
journalist. Be succinct; chances are
you will only have one or two minutes
of the journalist’s time.
 Respect journalists’ deadlines. If your
Keep a comprehensive database of target journalist is working under
journalist contacts once you’ve deadline between 2 and 3 o’clock every
established them. Notes you’ll want to day, try not to call during that time.
include are: full name, media outlet, And if a journalist has requested
journalist title, telephone and fax specific information by a set deadline,
numbers, email address, city, country make sure you send the requested
and any special information the materials well in advance of that time.
journalist has provided you.
Understand the responsibilities of
Respect that journalists are constantly journalism. Ethics, credibility and
bombarded with communications impartiality are the three keys to
materials. Even if a news item seems responsible journalism. Most
important to you, it may not be journalists are obligated to include
considered newsworthy by your target perspectives from varied credible
media outlet. To avoid frustrating your sources for every story they produce.
journalist contacts, contact them only It is their job to search through
in regards to your most urgent opinions surrounding an issue to get to
communications. the facts. You can become an asset to
journalists by supplying names and
sources that can verify facts and
provide credible testimony.

Whether your message will be delivered

in a press release, an interview, a
press briefing, an opinion piece, or
through any other channel of
communications, you will need to
prepare its delivery.

A press release is a common technique

for presenting information to the
media. It is often used to break news,
spread information, publicize a story,
condemn actions and state your
organization’s mandate.

The central components that every

press release must include are:

o Your organization’s name and logo

o Contact information of experts for
further information
o The date
o A headline that reflects the main
message
o A sub-headline that adds a second,
forward-looking theme
o A lead paragraph that explains the
problem and gives key information
o A background paragraph that gives
the context to the problem
o At least one quote from an expert on
the subject
 The Press Conference

Press conferences are formal, arranged Arranging a Press Conference

meetings held with members of the
press at which the organizer usually At Least One Week Before
offers a statement and then answers • Reserve a venue
questions from journalists. • Arrange for a podium, chairs,
Press conferences provide an and, possibly, food and
opportunity for direct communication drinks for reporters
between an individual or group and the • Schedule a time: (This should
media, and can be used to convey a be based on deadlines of
major announcement or breaking news. media outlets that will cover
the event.)
A press conference can be successful • Prepare an announcement of
only if members of the media will the press conference. Include
report on it. the briefing topics and
Before a group decides to hold a press speakers, explaining the
conference, its staff should consider speakers’ expertise on the
whether the subject of the conference topic.
important enough to take the reporters • Prepare written material for
away from other tasks. the conference, including
press kits with a briefing,
Bear in mind that the press conference agenda, speaker bios and any
is for the benefit of journalists. other relevant documents
Limit the number of speakers so that • Prepare an outline of talking
there is sufficient time for points and share them with
journalists to ask questions once the the speakers. Make sure the
formal presentation has been made. speakers understand their
Remember to avoid using jargon; use talking points so that there
basic terms that the media and public is no overlap during the
will understand. presentation.

At Least One Day Before During the Press Conference

• Contact the speakers to review the • Have a sign-up sheet to get the names
order of presentations and talking and addresses of reporters
points • Distribute press kits and your
• Contact members of the media to
remind them of the press conference
• Arrange materials, including extra business card
copies to send journalists who do not • Give reporters a written list of
attend participants
• Make opening remarks, introduce
The Day of the Conference speakers
• Issue a press release that contains • Arrange the necessary one-on-one
the main message of the press interviews and follow-up interviews
conference • Record the conference so that it can
• Make last-minute calls to assignment be reviewed later
desks and editors • Take pictures for in-house use
• Check on the venue several hours
before the conference starts Following up
• Make sure the doors are unlocked for • Send press kits to reporters who did
reporters and that the room is easy not attend
to find • Call reporters who did not attend but
• Review the order and talking points seemed interested
of the press conference with speakers • Monitor media coverage to see how the
while they are all together press conference was reported
• Clip newspaper and other coverage of
the event
 4 Social media & Mobile

The consumer is no longer a faceless Formal hierarchies don’t exist; there’s

statistic in a report; she/he has become no barrier to entry and transparency is
an active participant in the brand valued. Social media tools enable
building process. Share, tag, and individuals to instantly communicate
comment are her new mantras. Charity and with the universe using a simple
commerce coagulate, as do ideas and keystroke.
agendas for change. Imagine a global
cafe where everyone is a player,
producer, director and distributor.

Use mobile and social media to:

• Raise public awareness of your cause
• Raise funds for your cause
• Reach new constituents & supporters
• Build a community of passionate
champions
• Get people to take real-world actions
• Enhance existing communications
programs
• Advance your organization’s mission

Social media is
word of mouth on
steroids.
5 How to get a Wikipedia
Page for your Nonprofit

No matter how important you think Your Wikipedia page should encompass
your work is (and I am sure you are all your work. Not only will this be
doing amazing things for others in a more complete depiction of your
the world), your organization needs work: it will also furnish you
to be notable, according to hopefully with more notable and
Wikipedia’s guidelines, before it can reliable sources to insert
be Wikipedia-worthy. as references in your page.

Quoting: Let others write about you

An organization is generally This, to me, was one of the most
considered notable if it has puzzling things about getting a
been the subject of significant Wikipedia page started (for a
coverage in reliable, nonprofit or any other organization).
independent secondary sources. One of the arguments we heard from
Trivial or incidental coverage Wikipedia in our first attempt to
of a subject by secondary write our own page was that others
sources is not sufficient to had to do write about us. It didn’t
establish notability. All dawn on me that the this implied
content must be verifiable. other MEDIA (reliable media, that
is). It is not a problem for you to
Don’t kill the messenger! This set write your own page, but you have to
the rules of their site and it’s make sure the reliable references are
worked for them so far… though the there and that you are writing about
jury is still out on this one. So, something bigger than a program you
your blog? Not typically a reliable, just launched.
independent secondary source. A
passing mention in an article in your
local newspaper? Not notable enough.
But if you come to think of it, it’s
what keeps the site as encyclopedic
as it can hope to be.

Last few tips:

Reputation management online is key,
so make sure to watch your page. After
you log in to Wikipedia, you will see
a little star (it’s blank by default)
next to the View History link for the
page. Click on it to have your page
added to your Watchlist.

Most important of all: getting a

Wikipedia page for your nonprofit is
not a sprint. In the world of Web 2.0,
this is as close to a marathon as it
gets. Be patient and do your homework.
It will pay off in the long run.
6 Blogging your projects

But now, blogging has become an

Ten years ago, blogging used to be essential marketing tool for brands
called journaling. And for good and nonprofits. Few Organizations use
reason. blogging as an advocacy tool, a way to
It was mainly pursued as a way of more intimately connect with
expressing one’s personal thoughts and constituents, and a way to drive
ideas. Essentially a personal pursuit traffic to their website.
and certainly not a business tool.

11
Benefits
of
Blogging

 Your blog will enable you to deepen insights into why donors really give
relationships with your fans. They you money.
find fresh, relevant content that is  You will experience a spike in the
useful them – and have a place where number of visits and depth of
they feel heard engagement from your fans.
 Your blog will be a tool to enhance  You can increase donor conversion
and develop valuable rates with content that is relevant
partnerships with other non-profits. and useful.
 Your blog can be a powerful way to  You’ll empower your board members
attract new visitors by to talk about why they love your
demonstrating social proof non-profit, and possibly reawaken
 People using Google will find your their sense of mission.
non-profit a lot easier if you have  Instead of waiting for your IT
a blog. Blogs get much more search intern to return your call, you’ll
engine optimization than communicate urgent news very fast
traditional, static websites. with your blog.
 Your key executives will learn to
speak in a more human voice through
blogging.
 You, yourself will become a better
writer through regular blogging.
 You can trash your marketing theory
in exchange for valuable
About Us: Your Key to Conversion

part of what’s now called the full

What do you want to know when funnel (incorporating all influences
considering a first-time donation to a along the path of your donor or
nonprofit or deciding between a few registrant taking the action), vs. the
organizations to volunteer your time? traditional “single-touch” source
What makes you feel confident in your attribution.
choice?

For most of us, taking an action floats

into our minds as a result of a Map Your Content and Style to
campaign, a friend’s gift or Each “About Us” Objective
registration, or something in the news.
But we frequently need a little push to
motivate us.
Begin by prioritizing the content most
That’s where an organization’s context, likely to achieve these confidence- and
or About Us content, comes into play! comfort-building objectives. Here’s the
About Us done right makes it easy for content and style I recommend for
prospects to get who and what your achieving each objective, based on my
organization really is. website strategy work and impact
tracking for dozens of nonprofit
Start with planning, just as you do clients.
with a campaign, because this content
influences whether your campaigns
succeed.
Provide the key facts needed to do business with your organization; that
is, give
In fact, your context.
organization’s story is
Share the high points of your organization’s evolution and impact.
Timelines work great here.
Shape your content and layout to be clear, direct, and easy to absorb.

Offer a sense of warmth and welcome.

Put your team front and center with names, roles, photos, and brief bios.
Introduce the entire team (smaller organizations) or selected staff
members (medium and large organizations).
Whatever you do, profile more than just your president or executive
director. That approach discredits the rest of your team and conveys
overreliance on a single person. Use a warm, friendly, and somewhat casual
tone to make your site visitors’ experience feel like a conversation.

Build credibility.
Feature testimonials from people who are similar to those you are
inspiring to act.

Create or strengthen a personal connection.

Show off your organization’s personality—buttoned-up just doesn’t cut it
here.
Share stories and photos of those you’ve served and those who have taken
similar actions as the site user/prospect.
 7 It’s storytelling time!

Don't Tell Me an Issue! Tell me a Story.

In a world inundated by information, it
is the compelling stories, not the
Stories are the way we've communicated issues, that will stand out and be
throughout human history. There's a remembered.
reason for that:
Stories are powerful. They grab and Communications guru, Andy Goodman, says
hold our attention. it so well:
They put a face on an issue and make it "Even if you have reams of evidence on
personal. your side, remember: numbers numb,
jargon jars, and nobody ever marched on
They make people care, and move them to Washington because of a pie chart. If
action![Both within your organization you want to connect with your audience,
and outside of it.] tell them a story."

If you hope to get media attention,

experts are a dime-a-dozen. The key for a last minute media or speaking
required to unlock that door is a opportunity, donor appeal, or
compelling story. unexpected elevator pitch.
Choose Stories Wisely.
They should accurately reflect your So how do you turn your Issue into a
organization's values. Good Story?

Stories are an Ongoing Project. It's a combination of the following

elements. A good story does not have
It is not only important to tell to have all of these elements, but the
compelling stories, you need to add to more immediate and current the story
your bank of stories on an on-going is, the more unique and dramatic, the
basis -- keeping it up-to-date and more interest it will generate and
fresh. You need to be ready with that impact it will make.
compelling vignette at a moment's
notice -- whether
 that magical word into your lead
sentence, you are setting expectations.

Remember, there is even neurological

evidence that points to the power of
storytelling. Whether your audience is
a friend, a colleague, headhunter,
child, partner, sponsor, you have set
the stage with that five letter word.
Is this a precise methodology? Not
NGO and Non-profit storytelling plays really! You can call it an approach,
a key role in messaging an process, technique, way, path or
organization’s values and purposes. procedure. In fact, there are no rules,
Most of the times, we put out an time frame or criteria. The idea is to
official statement of our mission, but have fun…let your minds drift and let
it is really the stories that people the stories surface. If you and your
tell, the stakeholder’s stories, that team can tell a captivating story to a
have the most impact. child around how you successfully
orchestrated a social project, then you
The organizations have a written set of are a star!
values such as integrity, First, try to tell me a story….
professionalism, innovation, achieving •Where you developed, created,
the impossible, encourage the active designed or invented something
citizenship, and creativity. It is the •Accomplished more with the same
key that stakeholders understand these or fewer resources.
values, and stories make them come to •When you were given a project
life. and you did more than expected:
110% versus 100%.
As you learn to extract the stories •Where you received an award or
(structure comes later) those emotional special recognition
and rational touch points that make you •About the story you never tired
“talkable” will create accidental of hearing from your mom and da.
ambassadors for the “Brand called You”. •Where you identified problems
So begin your storytelling adventure others did not see.
and have fun perfecting your art of •About your hero
storytelling. Go beyond fine or •Where you handled effectively a
adequate with a ho-hum beginning, crisis situation
middle and end. Instead, make yours a •About the most influential
stimulating beginning, an engaging person you’ve met.
middle, and a provocative ending. •About the most trying experience
of your life
Is important to listen…become more •About an experience in a foreign
aware of how
others tell
their stories. What do you remember as country that was a revelation of
the captivating points or GEMS and why? cultural differences
Was is the way the story was told with •About competitions in which you
enthusiasm and engaging eye contact? excelled.
Perhaps it was the content that has •Where you worked successfully
woven in a plot, or conflict, or the and completed a project with a
manner of resolution that built stellar team.
momentum and ensured you were nor
disappointed at the end. What delighted
you, made it memorable or made it
stick?

When you preface what you are about to

say with the word “story”, dropping
 8 Google AdWords for
Nonprofits

volume of response from its campaigns

Google AdWords can be a powerful to date have been lackluster.
marketing tool for your organization.
Though the efficiency of the program Google provides the reach, but it is up
continues to be debated, Google to you to write an ad that pulls net
Grants could offer your nonprofit free surfers in. Just how exactly do you go
ads and assistance setting up an about writing an ad with a low cost and
account! high ROI?

It should be noted, however, that while

Google Adwords is one potential source
of advertising for nonprofits, the

1. Create a short list of targeted 2. Identify what is unique about your

keywords: Generic terms lead to high nonprofit: Identify your marketing
fees and low ROI. Instead of writing a strategy and highlight what sets you
long list, take time to identify your apart in your ad. Conduct a competitive
target group beforehand and think of analysis of the organizations you will
terms that will appeal directly to them. compete with using the selected
Is important to conduct a keyword keywords, and look into possible
research prior to launching an ad. variations of your selected keywords
Though you can pay someone to do this until you find a combination that places
for you, Google offer free tools to do you in the first several ads that
your own research. Cross checking appear. If you need ideas for related
keywords with multiple search engines to keywords, Google's Keyword tool allows
see the number of results and types of you to search for synonyms and get new
ads that it generates is also a good keyword ideas.
idea. Another aspect to consider that
may not come to mind is seasonality. 3. Use keywords in your ad text: Good
Google Trends allows you to see how ads spell out exactly what they are
keywords fare over time and to pinpoint promoting. Well-placed keywords in both
when during the year searches for the the title and body of the ad ensure that
keyword are most popular. when people click they know what they
are getting.
4. Direct users to the specific area of 6. Track your results: Which keywords
the site, not the home page: People were successful and which didn't get
want to find what they are looking for results? Take advantage of Google
without hassle. Directing potential Analytics to get in-depth reports on
donors to your donation landing page various aspects of your campaign. Use
makes it that much easier for them to it to assess and evaluate your
give. Links to your home page can be performance. Was it successful? Did it
helpful if you are working on brand meet or fall short of your goals? There
name recognition, but otherwise direct are many ways to track success, some
people immediately to the relevant page more sophisticated than others.
that matches your ad. Google's Website Optimizer is a tool
used to track your progress.
5. Take advantage of single ad
groups: Keep everything organized by 7. Modify bids before entering the
creating containers to hold related ad contact network: AdWords allows
groups. Keyword buys that relate to advertisers to set different bids on
each other can be grouped into logical the content network then appear on the
categories that will help you organize, search network. By modifying bids you
but more importantly that allow you to can potentially pay less per click
track the success of each keyword. while still getting the same amount of
traffic.
 9 Your team = brand
ambassadors

Benefits of good internal Retains talent. A happy workforce is

communications Internal communications more likely to stay where it is –
is vital because it: giving security to the team as a whole.

Improves operational efficiency. Staff Audit of existing practices. The first

will know what their role is and the step in putting together an internal
part they play in the team. Managers communication strategy is to take a
will feel more empowered to make good look at your area of work and how
decisions themselves because they have communication works at the moment.
the right knowledge and tools to make
decisions. At the beginning of the audit process
you need to ask yourself some important
Drives forward change. Well informed questions.
staff may be less resistant to change.
This is because they will know where These include:
they are, where they are going and how • What is your team’s mission and
they are expected to get there. goals? How do these relate to the
University’s 2015 agenda?
Builds community. Teams are more likely • How is your workplace structured?
to work together in a supportive way, What does your management team look
because they will understand what the like? What kind of staff do you have?
combined aims and ambitions of the team Where do they work? What sort of jobs
are. do they do?
• What kind of people work in your
Creates ambassadors. Happy and team? What motivates them? How do they
satisfied staff help to spread positive feel about working in your team? What
messages to other parts of the environment does your team work in?
University and externally.
 • Developing your strategy The next ensure that every member of staff
stage is to use the information you’ve within the team has a face-to-face
gathered to create your strategy. meeting with their line manager at
• Determine your goal Your strategy least once a month.”
needs a goal and your goal should • Define your audience This is really
answer the question ‘What do you want important when it comes to deciding
your team to look like in the future?’ which tools and channels you are going
Here’s an example of a goal: “To to use. Knowing whether your staff are
ensure that everyone within the team full or part-time, based on site or
has the right level of information to off, office based or mobile, will
enable them to do their jobs really help you.
effectively and efficiently.” • Identify your key messages Messages
• Define your objectives Your do not need to be complicated. Here’s
objectives will differ from your goal an example of a key message: “Staff’s
because they will be more specific and views are valued and feedback is
measurable. Your objectives should pay encouraged.”
attention to the shortcomings you
identified in your auditing stage.
Here’s an example of an objective: “To

Creating an action plan This is where concrete to measure against when you
you can start to plan out what you are come to your evaluation stage. Make
going to do, when you’re going to do sure that your KPIs are realistic and
it and whose responsibility it’s going potentially achievable.
to be to carry out the actions. An
action plan can take the form of a
simple table outlining your
objectives, tools and tactics. It’s
vital that you make sure that someone
is made responsible for carrying out
the work – and that they are fully
aware of what is expected. You also
need to attach a timescale to each
action – this will help you to figure
out what needs to be done first before
other actions can take place. Finally
you need to consider how you are going
to measure the activity which you are
planning. It’s a good idea to attached
key performance indicators (KPIs) to
each action – this gives you something
Glossary
The percentage of population or target market who are
aware of the existence of a given brand or company. There A
are two types of awareness: spontaneous, which measures
the percentage of people who spontaneously mention a
particular brand when asked to name brands in a certain
Awareness A
category; and prompted, which measures the percentage of
people who recognise a brand from a particular category A
when shown a list.

A brand is a mixture of attributes, tangible and

intangible, symbolised in a trademark, which, if managed
properly, creates value and influence. B
"Value" has different interpretations: from a marketing Brand
or consumer perspective it is "the promise and delivery
of an experience"; from a business perspective it is
B
"the security of future earnings"; from a legal
perspective it is "a separable piece of intellectual B
property." Brands offer customers a means to choose and
enable recognition within cluttered markets B
How an organization structures and names the brands
within its portfolio. There are three main types of
B
brand architecture system: monolithic, where
corporate name is used on all products and services
the
Brand architecture B
offered by the company; endorsed, where all sub-brands
are linked to the corporate brand by means of either a
verbal or visual endorsement; and freestanding, where
B
the corporate brand operates merely as a holding
company, and each product or service is individually B
branded for its target market.
B
The sum of all distinguishing qualities of a brand,
drawn from all relevant stakeholders, that results in
personal commitment to and demand for the brand; these Brand equity B
differentiating thoughts and feelings make the brand
valued and valuable B
The brand's promise expressed in the simplest, most Brand Essence B
single-minded terms
B
The means by which a brand is created in the mind of a
stakeholder. Some experiences are controlled such as
retail environments, advertising, products/services,
B
Brand Experience
websites, etc. Some are uncontrolled like journalistic
comment and word of mouth. Strong brands arise from
B
consistent experiences which combine to form a clear,
differentiated overall brand experience. B
The outward expression of the brand, including its
name and visual appearance. The brand's identity is Brand Identity
B
its fundamental means of consumer recognition and
symbolizes the brand's differentiation from B
competitors.

Vision The brand's guiding insight into its world.

B
Mission How the brand will act on its insight.
Values The code by which the brand lives. Brand Platform B
Personality The brand's personality traits
Tone of Voice How the brand speaks to its audiences. B
There are three basic categories of brand (or corporate)
name:
N
Descriptive name A name which describes the product or
service for which it is intended, e.g., TALKING PAGES.
Associative name A name which alludes to an aspect or
Naming N
benefit of the product or service, often by means of an
original or striking image or idea, e.g., VISA.
N
Freestanding name A name which has no link to the product
or service but which might have meaning of its own, e.g.,
PENGUIN.
N
Marketing adapted to the needs, wishes and expectations
N
of small, precisely defined groups of individuals. A form
of market segmentation, but aimed at very small segments.
Niche Marketing N
Niche marketing characteristically uses selective media

The design of the pack format and graphics for a product

brand.
Packaging Design P
"Any sign capable of being represented graphically which
Trademark
is capable of distinguishing goods or services of one
undertaking from those of another undertaking" (UK Trade
Marks Act 1994)
T
Short for weblog, a blog is a frequently
personal online journal kept by a blogger. Or if
and maintained by a business it's known as a Biz
updated
created
Blog. A Blog
B
useful way to get information into the public
and quickly.
arena -
B
A blog storm or blog swarm is when bloggers in the
Blog Storm
B
B
blogosphere write thousands of posts about a subject
which then forces the story into the mainstream media.

The creative method for producing a multitude of ideas on

a given subject or problem, generally recorded for future Brainstorming
B
evaluation and use.
B
The instructions from a client to a consultancy,
directions communicated within a PR agency
or
Brief B
The byline identifies the name of the journalist or
B
author of a piece of editorial and is placed just under
Byline
the headline

The planning, carrying-out and the analysis of a PR plan

of action
Campaign C
The text produced by a consultancy for a press release or
article. Journalists also refer to their news stories or
features as copy
Copy
C
Providing support to an event or a cause by devoting C
C
corporate resources in exchange for an opportunity to CSR
enhance good will. The role of PR in CSR is to communicate
effectively in order to build corporate accountability and
transparency
Having a communications plan in place that can be
effectively put into action when something goes wrong for
C
Crisis
a company or organisation. This includes policies and
procedures for the distribution of information to
Management C
employees, media, government and other key publics
C
Briefing notes to help a spokesman prepare for an
interview with a journalist. The cues should cover the
issues that are likely to arise in the interview and
Cue sheet C
approach that should be taken on these issues.

An article or opinion piece written to communicate key

messages to the various audiences identified by a client
Editorial E
and consultancy.
E
E
A heading on a news release indicating that the news is Embargo
not to be published or reported before that date.

The use of a project, program, action or happening,

generally involving public participation, to meet overall
Event E
Management
organisational goals. Special events often are designed to
obtain publicity or other exposure. E
The extent to which the target audience becomes aware of a
person, message, activity, theme or organisation through Exposure
E
the efforts of PR.

An article that gives detailed information on an issue, a

trend, a situation, an industry, a company or Feature
F
organisation, or a person. A feature often focuses on the
human element. It is designed to enlighten, entertain,
and/or educate readers

A multidisciplinary approach which uses a number of

I
marketing communications techniques in order to deliver a
consistent set of messages. The aim is to achieve seamless
Integrated
campaign I
communication with the audience.
I
Communicating with employees and shareholders to inform
them of change (for instance during a company merger),
Internal
Communications
I
keep them up to date with company news and developments,
or to help achieve corporate objectives. I
Style of writing in which the most important information
is put in the lead, followed by less and less important I
Inverted
I
information, constructed so an editor can cut after any
paragraph and have a complete story that meets space Pyramid
limitations.

Dominant article that is given primary attention and

L
prominent placement on the first page of a publication.
The opening news story. Leader

Direct attempts to influence legislative and regulatory

decisions in government. Lobbyists can be either L
L
individuals such as public relations consultants who, for Lobbying
pay, provide certain types of lobbying services on behalf
of a client, or employees whose jobs involve a significant
amount of lobbying for their employers.
 A graphic or symbol owned by and representing a company
or brand.
Logo L
A session designed to provide background information or
explanation, rather than spot news, to interested media
representatives. Reporters who attend may also receive
fact sheets, media kits, photos, or other publicity
Media Briefing M
materials.
M
Dealing and communicating with the news media when
seeking publicity or responding to reporters' questions.
It also involves setting up and maintaining a
M
professional and mutually beneficial working
relationship with news gatherers and gatekeepers, in
Media relations M
part by becoming known as a credible source and as a
provider of factual, expert information whether or not
that information results in media coverage.

Information that is new, unusual, unexpected,

N
News
controversial, of wide significance or of interest to
the audience of a publication or program. N
The most common written form used in public relations,
announcing a client's news and information. Also
N
referred to as a press release. A news story written for
and released to the news media, in particular to
News release
N
newspapers.

A written comment prepared for the purpose of

responding consistently to any question from the media
regarding a particular controversial issue.
Official
Statement
O
Information provided by a source that is strictly
O
intended as background information for a reporter and
which cannot be published or used in any way.
Off-the-record
O
A full presentation of a recommended public relations
campaign, carefully researched and costed, which
usually takes a number of weeks to prepare.
Pitch
P
A branded pack handed out to the media by an
P
Press kit
organisation. It normally contains background material,
photographs, illustrations and news releases. P
The live dissemination of news information by an P
Press conference
P
organisation to invited media. The format is usually a
presentation of information by the organisation
followed by a question and answer session. Also known
as a news conference
P
The dissemination of purposefully planned and executed
messages to selected media and publics to enable an
Public Relations
P
P
organisation (or person) establish and build
relationships founded on trust, and to enhance and
safeguard its reputation
For more materials on communication and public relations for
NGOs please check our website:
http://ngocommunicationcamp.weebly.com/the-training.html