Communication Strategy Presentations for

This is about communication strategies

1. Communication
Strategy
To whom, what and how do we
communicate about our campaign?

Presentation by Hajdana Rukavina, UNDP

2. Before you start with your communications
strategy, make sure you’ve mapped out the key
components of your campaign:

●What is the problem you’re solving and
how?
●What is your fundraising goal?
●Who is your target audience?
●Map our potential partners you will engage
●What are the potential
challenges/advantages you identify?
●What will be your timeline?
Communication Strategy

3. Identify your communications goals:

●raise funds;
●raise awareness regarding a
problem or issue;
●generate support for your cause.

What other communications goals do
you have?

Establish your goals

4. GATHER INFO ABOUT YOU
TARGET AUDIENCE
•Staff members
•Friends & Family
•Colleagues
•Local Community
•Other societal groups
(diaspora, interest-based,
various demographic
groups etc.)
•Partners

Identify your audience
●What is their demographic?
●Where do they live?
●What are their interests?
●What languages do they
speak?
●What communications
channels do they use?

5. Once you know your target groups, start thinking about how you’ll
reach them and what messages you’ll use.

•Explain why & how your project will make a difference in people's lives!
•Put your audience at the center & think about “what’s in it for them”.
•Use “We”, “Our”, or “Together”
•Avoid “You can help us create/launch this product” – that’s about you, not them



Craft your messaging

6. •Keep it simple: eliminate EVERYTHING unnecessary
•Avoid jargon or project speak
•Think Twitter
•Tell a story & make a personal connection
•Don’t forget your call-to-action
•Create a sense of urgency

Test how your messages: are they effective & do others understand?
Tips for good messages

7. People

Content
•Staff
•Partners
•Community
•Experts &
spokespeople
•Celebrities
•Journalists
Define your resources

Channels
•Written
•Photos
•Videos
•Events
•Art & Graphics
•Audio
•Blogs
•Email
•Print (direct mail,
publications)
•Social Media
•TV/Radio
•Events

8. •An effective communication
plan for crowdfunding is
essential to your success.

•A communication plan
should be part of activity
plan.
Communication plan

9. •5 phases
•Each phase has its rules
•Use meaningful dates
•Avoid other dates (during
summer, holidays,
elections..)
Timeline

10. •Build up expectation – like
teasers
•Prepare mailing list: get
audience
•Write press release
•Prepare “face of the campaign”
quotes, photos, and videos
•Prepare pitch email / radio
interview / backer phone-call
script
•Define interview availability for
key personnel, partners, or
ambassadors

Phase 1. Pre-campaign

11. •Press the button LAUNCH
•Social media posts
•Emails to the mailing list
•Send PR to reporters
•Motivate partners
•Activate contacts/influensers

Phase 2. Campaign launch

12. Phase 3. Campaign
Additional stories
from different
perspectives
Update audience
on progress
Keep your
mailing list
informed and
engaged
Write blog posts
and website
updates
Engage audience
with social media
Talk to the press
(but don’t spam)
Motivate and
engage partners

13. •Establish sense of urgency
•Talk about the potential outcome
•Send final emails to your mailing list
•Update campaign site, post updates
•Saturate social media
•Make press prepared and aware
•Prepare the partners
Phase 4. Campaign end

14. •Thank donors
•It’s not over
•Follow-up!
•Analyze results
•Communicate results
•Send emails to your mailing list with major results of the campaign
•Update campaign site, post updates
Phase 5. After campaign

15. Thank You!
Presentation by Hajdana Rukavina, UNDP