Communications/Marketing
Successful marketing/communications initiatives engage program participants and key community members, stakeholders and decision-makers. Their involvement may lead to partnerships and collaborations, funding, and other contributions to your goals. Using communications and marketing skills to inform others about your program's goals and successes is a key way to create and maintain a base of support for your program. Linking your communications plan to your overall strategic plan can help you reach your long-term goals.
Creating a communications plan
A communications plan helps to define your goals, your target audience, your message, your communication strategy, and the channels for delivery. A communications plan is key for sustainability because it helps to clarify how you will use communications to attain your goal of sustaining your program. Once you have a communications plan in place, implementing it will lead to your goal of sustaining your program.
Social marketing and institutionalization of the initiative (Toolkit)
http://ctb.ku.edu/tools/en/part_M.htm
What is Social Marketing? (Web site)
http://www.social-marketing.com/Whatis.html
Communicating with Policy Makers - Defining Who You Are (Guide)
http://www.wkkf.org/DesktopModules/WKF.00_DmaSupport/ViewDoc.aspx?Language
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Building NGO/CBO capacity for organizational outreach: Management and training design tools (Guidebook)
http://www.unhabitat.org/pmss/getPage.asp?page=bookView&book=1091
Now hear this: The nine laws of successful advocacy communications. - With words of wisdom from more than 25 leading experts (Report/paper)
http://www.fenton.com/pages/5_resources/pdf/Packard_Brochure.pdf
Sustaining the benefits: A field guide for sustaining reproductive and child health services (Manual)
http://www.cedpa.org/content/publication/detail/750/
Developing Your Message
Creating a simple and powerful message for your communication efforts means answering three key questions: What is the problem that your program addresses? How is your program addressing this problem? What more needs to be accomplished, and what action can your audience take to help you? By creating a strong message as to why your program must be sustained and what key people can do to keep programs alive and well, you can motivate them to action towards sustaining your program.
Measuring community success and sustainability: An interactive workbook. (RRD 180). Ames, IA : North Central Regional Center for Rural Development Kinsley, M., Luther, V., Wall, M.,Odell,S.,Ratner .S & Topolsky, J. (1999) (Article)
http://www.ncrcrd.iastate.edu/Community_Success/about.html
Funding Sources: Cost benefits of substance abuse prevention (Web site)
http://captus.samhsa.gov/northeast/resources/faqs/faq77.cfm
Communicating with Policy Makers - Defining Who You Are (Guide)
http://www.wkkf.org/DesktopModules/WKF.00_DmaSupport/ViewDoc.aspx?Language
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Choosing Strategies for Reaching Your Audience
Communications strategies can include outreach, social marketing, media relations, and media advocacy. Choosing the ones that will most likely achieve your goal and address your target audiences is important for sustainability because you may have limited resources to use in communication efforts and some will have a greater impact in creating avenues to sustain your program in your community than others. Match the strategy with your audience. How does your audience normally gather information?
Generating family-school partnerships through social marketing (Report/paper)
http://www.gse.harvard.edu/hfrp/projects/fine/resources/research/sensiper.html
Developing and Sustaining Prevention Programs in Tough Times (Website)
http://www.childwelfare.gov/
Keeping It All Together: Ideas For Sustaining Your Initiative (Website)
http://www.mentalhealth.org/publications/allpubs/SVP-0063/action_pamphlet_5/default.asp
The 3 Most Effective Nonprofit Marketing Tools (Article)
http://www.help4nonprofits.com/NP_Mktg_3EffectiveTools_Article.htm
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