Articles by Rose Thomson
Public relations is about building reputations and when it comes to building communications strategies for non-profits and associations, financial resources and staff time need to be maximized for PR Return-on-Investment (ROI).
However, with NGOs facing the many different marketing communications options of social media, media relations, advertizing, event marketing, third party endorsements, etc; How does one ensure real ROI is carried through towards advancing an association agenda?
Good communications strategy should aim towards at least two of the following objectives:
- Motivating your key audience(s) towards adapting your message and even better, acting upon your call to action
- Creating a dynamic wherein two-way communication occurs between your organization’s leadership and your audience or stakeholders
Getting to the point however of measuring point for point and dollar for dollar in public relations evaluation strategy does require planning and it can vary depending on marketing communications strategies you integrate into your communications plan. When I develop a communications plan, some of the evaluation strategies I undertake can include the following:
Social media marketing | Goals and Objectives can include:
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The means of measuring/ evaluating success can include:
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Media relations | Goals and Objectives can include:
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The means of measuring/ evaluating success can include:
One of the best means of measuring media relations coverage is through Media Relations Rating Points (MRRP) – something Action Strategies leverages
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Event marketing | Goals and Objectives can include:
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The means of measuring/ evaluating success can include:
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The above is just a sample of what is possible. What ever your public relations campaign strategy involves, it is critical to consider the finer points of how you will concretely measure and evaluate that which will deliver marketing ROI for your NGO. What measures is your nonprofit association undertaking?
A while back, a colleague of mine in one of Action Strategies’partnering firms in association governance, management and strategy – Tecker Consultants wrote something that I think is very profound”: “Just because you have a plan, it might not be strategic”.
Additional changes to Facebook Causes are making engagement in social media all the more critical for charitable organizations (and even for causes looking to advance their advocacy initiatives). I recently received the below email from Facebook Causes. What do you think?
Hi Cause Creators and Administrators –
We’re reaching out to give you an update on an important change coming to Causes in the next few days. In the past, many cause creators have told us they would like to have a relationship with the nonprofit they chose to fundraise for and many nonprofits have told us they are eager to work closer with the causes you’ve created.
We want to facilitate that closer relationship, so we’re making it easier for the nonprofit you picked to share content with your cause. The nonprofit you chose will now be able to add fundraising projectsand petitions to the cause, and send bulletins to members. As the cause creator, you’ll keep the ability to change or remove the nonprofit your cause supports at any time.
If you would like to talk with someone from the nonprofit, feel free to click on the nonprofit’s name from your cause and send an email to the contact listed on their profile.