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Sally J. Patterson, Janel M. Radtke, "Strategic Communications for Nonprofit Organization: Seven Steps to Creating a Successful Plan"

How a nonprofit s strategic communications department defines its issues and policies determines whether the public views it as an effective organization. Strategic Communications for Nonprofit Organizations, Second Edition supports nonprofits in using their resources most effectively. The Second Edition includes a dedicated web site, equipping professionals with the worksheets, forms, surveys, and self–assessment tools needed to create a total communications plan. Plus, the book s step–by–step instructions demonstrate nonprofit communications strategies that work. Practical and clear, this in–the–trenches book provides nonprofit CEOs with expert insights to achieve their mission.

From the Inside Flap

Strategic Communications for Nonprofit Organizations

Seven Steps to Creating a Successful Plan

Second Edition

Completely rewritten and comprised of virtually all–new material, Strategic Communications for Nonprofit Organizations, Second Edition offers your nonprofit organization a conceptual framework and step–by–step process for developing an easy–to–implement strategic communications plan.

Based on the core principles and approach developed by Radiant Communications, this much–needed volume explains how to transform theory into practice. It encourages nonprofits to be smart in their communications work, to use their limited resources successfully, and to evaluate the impact of their community outreach. Filled with proven techniques to ensure that nonprofits send the left message to each constituency group or audience, Strategic Communications for Nonprofit Organizations, Second Edition equips nonprofit professionals to coordinate their efforts to hit the mark every time.

Employing a wholly practical, in–the–trenches approach that combines expert insights, real–life case studies, and clear, step–by–step instructions, this workbook demonstrates nonprofit communications strategies that work, showing how your nonprofit can effectively:

Set clear goals for the planning process

Determine roles and responsibilities for the CEO, senior staff, and board

Create a strategic plan that reflects the environment surrounding the organization

Identify and connect with your target audience

Achieve SMART communications objectives: specific, measurable, appropriate, realistic, and time–bound

Tailor effective, persuasive messages that are mission–driven, audience–focused, and action–oriented

Develop coordinated dissemination strategies that utilize all five forms of communication: face–to–face, print, audio, video, and electronic communications

Reinforce the mission, values, and messages for maximum impact on each target audience

Practical and proactive, the Second Edition of this step–by–step book is now available with a Web site filled with immediately useful worksheets, forms, surveys, and self–assessment tools needed to create your organization′s total communications plan.

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