Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 40

“We used to use what I call the ‘Oh My God’ method of planning our communications,” said Jeanette Stokes, executive director of the Resource Center for Women and Ministry in the South. “We'd look at one another and say, “Oh my God, if we don't tell people about this right now, it will be too late!” The chaotic creation of communications would ensure.

However, after Jeanette and her team began following the planning advice in this chapter, they felt much more organized and in control of their communications work. Even after their communications director left for another job, remaining staff were able to manage the communications work together. “We would have been completely disorganized in our communications to the public except for the editorial calendar. We make it, follow it, and know what each of us is supposed to be doing,” said Jeanette. “We've been doing well enough in the absence of a staff person focused on communications only because of the editorial calendar!”

At Nonprofit Marketing Guide, we get asked all the time how to create a marketing or communications plan or strategy. But there isn't a simple answer, because it all depends on what you mean by those words: marketing, communications, plan, and strategy.

Several different documents, including an editorial calendar like Jeanette's, make up what we collectively call a marketing strategy and communications plan. Here's how we approach it.