How can NFP Associations establish an effective communications strategy?

The role of communications and marketing in Associations and Not For Profits should be squarely centred on supporting the organisation to fulfill its broad-ranging goals. Whether that means supporting people to access a service, or being advocates for a profession, communications needs to be designed, structured and implemented to enable those goals to come to fruition. The only way communications can do this is to have a strategic communications plan.

To use an old adage, a communications plan really is the roadmap of your organisation; for whilst you set your destination, or goals, a communications plan is how you will get there.

How can communications support Associations? Associations are usually mandated to provide four major functions to their membership; that is, information, education, advocacy and networking opportunities.

They also need to ensure that their efforts and activities are communicated well to ensure members are aware of their membership dollar.

1. Strategic Planning
2. All communication and marketing needs momentum to succeed. Having a strong plan in place to begin with is vital to ensure all activities are leveraged, everyone is pulling in the same direction and the people responsible can make quick informed decisions once the ball is rolling. Boards and committees who wait to get the most bang for their buck spend time in the planning phase, approve a budget and then let it happen. Building consensus from the start is vital for this to occur
3. Associations need to be clear on what is for their members and what is for their internal stakeholders
4. Website is key
5. Becoming the ‘go-to’ for information builds your organisation as a vital hub of intel
6. Communicate mediums to members
7. What links and relationships do you have with like-minded organisations? Developing those links makes you stronger
8. Effective networking events
9. Use social media
10. Theme your communication over all your mediums
11. Ask why?

Zadro is a specialist in creating effective communications strategy for Associations and Not For Profit organisations and associations. Zadro is the official communications partner of The Australasian Society of Association Executives (www.ausae.org.au). Find out more www.zadroagency.com.au