Campaign Evaluation

AnMed Health is a non-profit health care system located in the upstate of South Carolina. This organization recently caught my attention with a series of billboards lining Highway 81. Since this is a road I travel often, I was curious about the public relations motive behind this advertisement display. After some research I discovered the billboards are part of the Out of Sync campaign promoted by the marketing department of AnMed Health. The purpose of this campaign is to raise awareness within the local population of the fact that one of the region's leading heart and vascular centers is right in their own community. AnMed Health hired a new cardiologist who specializes in working with abnormal heart rhythms and the campaign was also designed to generate business on his behalf.To accomplish this goal, the Out of Sync campaign was created and executed through the distribution of print ads and a television commercial in addition to the billboard series. Media outlets utilized include an official website, Facebook and Twitter. Featured within all campaign promotions is the tagline, "We all know what it feels like to get a little out of sync. But when it's your heart, it can be a sign of a serious problem."

Although this organization has the resources and the personnel to produce a successful campaign, I believe several tools did not reach their full potential. Older individuals in need of cardiac care are the most likely to pursue further information on a heart health campaign. The billboards, print ads and commercial did not relate to this target audience. For example, one of the main images featured in the promotional materials depicted a cheerleader kneeling out of formation from the rest of the squad. The idea is to communicate a person "out of sync," but it is difficult for an older person driving down the highway to make the visual connection between people having heart problems and cheerleaders jumping out of line at the wrong time. I did not understand the purpose of the advertisement until I took the initiative to look it up for myself. In my opinion the serious nature behind the campaign was not well expressed. The TV commercial brings the billboard images to life along with other humorous scenarios, but if a person is laughing at the presentation it is unlikely that he or she will feel compelled to make an appointment for a heart screening. Cardiac care is no laughing matter, particularly for older people, and the promotional materials do not communicate the proper tone. The social media was conducted appropriately, however, and it was interesting to explore all of these aspects of health communication. Hopefully the marketing department of AnMed Health will identify these issues and produce future campaigns that are better representative of this worthy organization.  

For more information on the Out of Sync campaign visit this website: http://amc.ndandp.com/

Becoming Part of the Spectacle

Today in my visual communications class we talked about spectacles. Essentially, a spectacle is an event that is out of the ordinary and so captures the attention of a large group of people. According to Guy Debord, “the spectacle’s function in society is the concrete manufacture of alienation.” Guy Debord was the leader of the Situationists International, a group of politically motivated artists in 1960s France. This organization used their life situations to point out restrictions to freedom through spontaneous creativity in everyday experiences. What did Guy Debord mean by this quote? He was trying to communicate that watching spectacles unfold privately on your television at home does not make you part of the actual spectacle. On the contrary, there must be action starting with getting off your couch and becoming part of the crowd driving social change.

While this core principle still holds true, the rules have changed. Social media enables people to become part of the crowd without having to physically move. Through online social networks, an organization can build up and strengthen its supporters while spreading its work to the general public. Nonprofit organizations can take advantage of this through crowdsourcing. According to The Networked Nonprofit, crowdsourcing is the process of organizing many people to participate in a joint project, often in small ways. There are four parts of crowdsourcing that come together to bring results greater than an individual or organization could accomplish alone. They are:

·         Collective intelligence or crowd wisdom.

·         Crowd creation.

·         Crowd voting.

·         Crowd funding.

The best way to utilize a crowd movement is through microplanning, which the book described as an iterative process of small experiments that lets organizations change them easily. Basically, this concept involves breaking a project up into small steps that eventually lead to a big change.

After this development has occurred, learning loops is a process used to monitor and analyze results in real time. Learning loops also incorporates a process of reflection at the end of the project. The focus is on measuring an organization’s use of social media. The Networked Nonprofit says an organization should plan its learning loops on three steps:

·         Pick a specific narrow objective.

·         Design low cost low risk experiments.

·         Articulate key learning questions.

Social media can be used to directly affect change when a large group of people are motivated to take their opinions online through comments, tweets, and blog posts. It is vital for an organization to examine the success of their efforts and to embrace the value of social media. Listen to Guy DeBord and become part of the spectacle. Discover what you can do to be a part of positive social change.

dragonflyeffect.com

Fun fact: the dragonfly is unique in that it is the only insect able to move in any direction when its four wings are in concert. The Dragonfly Effect, written by Jennifer Aaker and Andy Smith, created the dragonfly model to reveal how ordinary people can drive incredible social change by harnessing the power of social media. Applying this concept in terms of communication, the authors demonstrate how the "four wings" work together to use social media to achieve unprecedented social good and customer loyalty. Each of the wings is described on the website, dragonflyeffect.com.

 

• Wing One: Focus

How you identify a single, concrete, measurable goal

• Wing Two: Grab Attention

How to make someone look

• Wing Three: Engage

How to foster a personal connection

• Wing Four: Take Action

How to enable and empower others

The objectives represented by each wing are simple but when working in tandem yield great results. It was interesting how similar the model is to the ideas presented in The Networked Nonprofit. In both the primary goals are to study the target audience, develop a plan for reaching these individuals, and then build a large network of open and mutually supportive relationships. The website was fascinating to explore and even offered opportunities to connect with others who are using the dragonfly model via social media. Since the book would offer an even greater wealth of information, it is definitely going on my communication reading list.

Building Transparent Relationships

Social Media presents a whole new way to develop relationships. Traditionally, a nonprofit organization engaged in person-to-person communication with its audience. This method of personal persuasion consisted of having a conversation with one or more prospective target members to encourage them to use the nonprofit’s offers, donate, volunteer, or to act on an idea. While still useful, this strategy is limiting. By using social media, a nonprofit organization can initially reach the public through its Web site and then expand by going to places online where people naturally congregate. Outside of its own Web site, the role of the organization is to support and guide dialogue on social networks. Successfully reaching supporters requires meeting them on their own playing field. Today, that means establishing a presence on outlets such as Facebook and Twitter, hubs of communication utilized by millions for the purpose of making social connections.

Even within the world of social media, the foundation of any relationship is listening. Before taking action, nonprofits must first listen to what people are talking about, what interests or concerns them, and how they view the organization. How do you listen over a technological device? By sifting through online conversations, making sense of data, and then using what is learned to influence those discussing the message. Active listening in terms of social media means being aware of what is happening with supporters and then using this information to explore further opportunities.

The next step in building relationships is engaging, which in the context of social media is interacting with people online. There are numerous ways to engage, including sharing information, entering or initiating conversation, showing appreciation to supporters, educating or raising awareness, and asking people to donate time, talent, or funds. Of course, in any public forum there will be critics contributing negative comments. In these situations, leadership should personally participate and engage with critics. An uncomfortable scenario can become an opportunity to potentially build a relationship.

The end goal of listening and engaging is to build relationships between an organization and its network. Concepts that are associated with building might include planning, structure, and organization. On the contrary, relaxing coordination efforts and allowing imperfection can have a successful return in power and creativity. The organization should always be intentional but also realize that individuals tend to follow their own unique path. People can tell when an organization is insincere, which is why having authentic motives is so imperative. Related to this is the idea of karma banking, described in the reading as giving to the world without expecting anything in immediate return. I agree that having a long-term perspective is necessary when trying to enact social change. Even if the prospect does not respond positively when first asking for a donation, you will have learned a great deal and can plan better for the next attempt. Continuing to show appreciation will have payback in the long run. It is a good point to remember that many people have the desire to be helpful and will be useful if given the chance.  If you take the time to uncover barriers, target members might be moved to participate in other ways.

The ladder of engagement described in The Networked Nonprofit offered a great illustration of the diverse mix of supporters tapped into by an organization. Basically, it is a framework of participation where people can start anywhere and work their way up and down. This is another example of how an organization should not focus on control but rather work to provide opportunities for people to become more engaged. The different levels are defined by participant type and involvement:

·         Happy bystanders: listen to information.

·         Spreaders: share information about a cause with other people.

·          Donors: contribute money to a cause.

·          Evangelists: ask other people within their personal social networks to give time and money to a cause.

·          Instigators: create their own content, activities, and events of behalf of a cause.

Strong relationships are built on trust through transparency. For nonprofit organizations, transparency is necessary for honest and open engagement and should become a way of thinking and being. According to The Networked Nonprofit there are three kinds of organizations:

·         Fortress: focuses on self-protection and holds the outside world at bay by controlling communication that goes out and not allowing outside communication into the organization.

·         Transactionals: provide services offered and selected by the public that are primarily based on cost. Target publics exist merely for financial support.

·         Transparents: people from the outside are let in and staffers are let out, both being enriched in the process.

For an organization to be transparent, leadership must be straightforward when talking to various audiences. If values are easily seen and understood, employees can spend more time reinforcing the public view of the organization and helping people when appropriate. In addition to sharing good news, it is perfectly acceptable to acknowledge the bad. An interesting point made in the reading was that the more public an organization is, the easier it is to find it and the more opportunities it will have. This seems obvious but I believe it is a truth too easily overlooked. It is much easier to pursue an organization when it quickly pops up in a search engine and lists all information that could possibly be relevant to the viewer. The successful nonprofit organization is one that builds strong relationships founded on transparency with a large number of people. Social media is the perfect vehicle to accomplish this objective.  

Engage With The World

The technological tools used for communication are constantly changing. Despite the fluid nature of social media, there are still specific structures and patterns that need to be understood in order for these tools to be utilized to their full potential. The Networked Nonprofit identified two main components of the social network. First are the nodes, which are people or organizations in the network. Connections between the nodes are called ties. Obviously, no social network is exactly identical. They come in numerous forms unique to the purpose they serve. All networks, however, are made up of strong ties with relatives and close friends and loose ties with friendly acquaintances and lighter connections. The most effective networks are made up of a combination of these relationships. Both strong and loose ties can be powerful when activated to support a cause. For this reason, it is important that a successful nonprofit look beyond its own workings to focus on the social networks inside and outside of the organization.

Social networks are developed by social media and can determine the extent of an organization’s relationships with the world. As access to the Internet increases, more thoughts and opinions are being shared on a daily basis. Organizations must be able to listen as well as demonstrate leadership in facilitating online conversations. Creating a positive social culture requires leaders to step out of their comfort zone and embrace technological progress. Passionate individuals who use social media on a personal level will find it easier to connect with an audience. Naturally, those who are in positions of authority may be reluctant to be open for fear of damaging brand image. To negate these fears, I recently learned in my persuasion class that credibility is increased when people identify with the speaker. If relevant to the persuasive goal, emphasizing areas of similarity can lead to greater persuasive success. In addition, liking of the source is related to trustworthiness. Nonprofit leaders who are personable with their target publics will validate the causes they promote. Of course, change is hard and there are apprehensions of being vulnerable that must be confronted in maintaining an online presence. While it is necessary to be transparent, ethical guidelines and rules of conduct should be followed when communicating on the World Wide Web. A good standard to uphold is not saying anything online that could not be said in a face-to-face context. Communicators must take responsibility for their words because whether spoken or posted in an update, they can be impossible to retract.

Building a strong social network by applying this knowledge is our goal for Safe Harbor and the Relationship Education Project (R.E.P.). Specifically, our objectives are to expand their online support by consistently updating their social media in a manner relevant to the target publics. Communicating through an online social network offers unlimited possibilities. With these thoughts in mind, it is so exciting to work on building the network opportunities for Safe Harbor and R.E.P. by using technology to engage with the world.

The Networked Nonprofit

The concept of the networked nonprofit is fairly new. Our grandparents were lifetime members and donors of organizations that supported causes in which they strongly believed. This commitment along with the desire to be associated with a worthy cause served as motivation for communities to come together and effect social change through face-to-face involvement. Times, however, are changing. As the Baby Boomers retire from their senior management positions in nonprofits, organizations must adapt to the cause-driven work styles of the Millennials. This generation is unique in that it is the first to live digitally connected lives. Focus is now on the individual rather than the institution. Although we maintain a commitment to causes in general, we tend to support various organizations as moved by particular efforts.

This generational shift is why nonprofits must embrace simplicity and transparency in seeking to make their interactions emotionally touching. People are looking for a variety of ways to participate at every level, and organizations can take advantage of this by making it their goal to engage in conversations that build lasting relationships. As our textbook The Networked Nonprofit points out, networking is only possible through social media. In turn, the revolution that is social media hinges on personal contact. We utilize this key concept as a class in COMM 456. For example, while planning our promotion strategy for the Safe Harbor Chick-fil-A event we determined that using personal invitations on Facebook and Twitter would have a greater impact than displaying posters at random on campus. Face-to-face interactions are definitely important but for social change to happen they need to be complemented with online activities. Using social media does require practice and dedication of time, but it is worth the effort if for no other reason than the majority of the population now has access to something called the World Wide Web.

The Networked Nonprofit also identified free agents as a powerful new force in communication. According to the text, “Free agents are individuals working outside of organizations to organize, mobilize, raise funds and communicate with constituents.” Free agents should be viewed by nonprofits as allies rather than interfering outsiders. They have the ability to influence large groups of people to support various causes with as simple a tool as a Facebook Causes application. This networking power can be a huge resource if given the freedom to function as the individual sees fit. History has already demonstrated that when given the opportunity, people are capable of making huge changes. Sparking and then connecting individual creativity and passion will ignite the fire of empowerment necessary to make the world a better place. That is the future of the nonprofit.

Thoughts on Choosing Spokespeople and Working with Others

Although commonly used, the phrase “don’t shoot the messenger” is a concept that is not relevant in the communications world. According to Strategic Communications for Nonprofits, “It is critically important to choose the right spokespeople, as the messenger may be even more important than the message in establishing trust and credibility for your organization.” Clearly, selecting and training spokespeople is crucial. In a nonprofit group volunteers often play a large role. As a result, there may be a tendency to let anyone speak to the press. It is necessary, however, to establish a main public spokesperson who builds a name for the group and awareness of its work. Many people may be contributing to the success of an organization, and their efforts should be recognized. An experienced spokesperson should be continually training to hone their skills and will work on a different schedule from the rest of the group. Besides being closely involved in developing media strategies, he or she needs to be available to speak on short notice and meet close press deadlines. When there is an opportunity, a nonprofit organization should take advantage of celebrities or third-party spokespeople who can attract attention and bring validity to the cause. For day-to-day efforts, someone who is comfortable and willing to take the time to deliver a good presentation will be a huge asset to a nonprofit.

Adding the personal touch is an ideal that has come up several times, and is obviously very important. In the context of today’s media, people are looking to make a connection with something to which they can relate. Real stories from ordinary people can “put a face” on issues that might otherwise be overlooked. Communicators responsible for selecting people to work with the media can help their spokespeople perform to the best of their ability by doing research on the reporter, clarifying ground rules, and discussing the best interview practices. There are risks in conducting these interviews, but positive coverage can help the public understand the issue and reach those who need help.

After developing a dedicated communications team with an established spokesperson, an organization needs to look outside of itself and capitalize on the power of partnership. In my nonprofit marketing class, we often discuss ways to edge out the competition when similar groups approach the same target public. Sometimes, collaborations with nonprofits coalitions and media working groups can actually enhance internal communications. It makes sense that coordinating efforts rather than competing for media attention is a powerful way to work on media strategies. When trying to raise awareness rather than funds, nonprofits should definitely work together for maximum outcome. In working with Safe Harbor, we have events that serve the purpose of raising funds specifically for Safe Harbor. With events that seek to raise awareness on the issue of domestic violence, it may be wise to team up with other local organizations that have the same goal. Organizations that work together should have similar levels of experience, a positive reputation and an ability to commit a fair share of resources and effort. Of course clear involvement goals should be acknowledged at the beginning. Communication is of course key. Partners need to be consistently updated and kept inside the loop. With a growing number of outlets seeking publicity, media partnerships can keep an organization in the public eye by providing local information and announcing opportunities for civic engagement.

As the last blog post on readings from Strategic Communications for Nonprofits, I would recommend it as a useful resource in learning how to successfully work with the media. In conclusion, a final lesson from this book caught my attention: always be animated and genuine in your treatment of important issues and you will successfully ignite the interest of news organizations and their audiences.

The Power of Media

Media has its own culture. As a constantly changing industry, those who are working in the field must be willing to simultaneously evolve their strategies. The reading from Strategic Communications for Nonprofits this week is very applicable to what we as a class hope to accomplish in working with Safe Harbor.  First of all, in shaping a plan for outreach it is necessary to look at the media trends followed by the target audience. Also important to remember is the power of adding personal touch to communication. Fresh local stories are more likely to sustain attention than national statistics that have been shown numerous times.

Amazingly, the Internet has made it possible for a single person to reach a global audience with just a few strokes of a touch pad. The web is a powerful tool that should be both embraced and used with caution. One of our projects for Safe Harbor is to develop a branding guide and social media for the Relationship Education Project (REP). The information in Chapter 5 will be very helpful in furthering the success of this endeavor. The reading pointed out that the Internet is crucial to the success of any communications strategy, and that the low cost of Internet communications makes it valuable to nonprofit groups with limited resources, such as Safe Harbor. Promoting REP on its official website, Facebook, Twitter, and our own blogs will potentially reach a wide spectrum of people. Having a strong focus on social media in particular will be crucial in reaching the target audience of high school students. In addition, promotion of REP on local news web sites will hopefully gain the attention of their teachers and parents. I agree with the reading that the Internet has great interactive ability, and we should consistently update our public and invite responses from third parties to raise awareness about this issue.

Chapter 7 continued the theme with investigation of how to earn good media coverage. It made a good point in stressing the importance of building strong professional relationships with reporters. When representing a nonprofit, it will be essential that we as students do our homework, be flexible, and pay close attention to the details we are putting out for the public. While some of the media strategies in the chapter went beyond the scope of what we plan to accomplish with Safe Harbor, it was helpful to learn the specifics of organization and preparation necessary when dealing with media. If the opportunity came up to work with a local TV or radio station we would have a foundation of information. Although we will be concentrating on social media, a potential opportunity is to write a short op-ed or letter to the editor for the Anderson and Greenville newspapers. Anything to shine a positive spotlight on our message will be useful. The focus from the reading that I think should be taken most to heart, however, is that the best communicators are always thinking outside the box and looking for fresh approaches that will put their organization in the front of the pack. This should definitely be our goal with Safe Harbor as well as in our future careers as communications professionals.

A Message and an Audience

The reading for this week from Strategic Communications for Nonprofits was from Chapters 3 and 4, and covered the essential basics of conducting research, targeting audiences, framing and developing messages. It was refreshing to establish these building blocks of communication. In order to effectively convey a message, you need to know who needs to be informed. Thus, the first main objective is to define the target audience. Information can then be tailored for that specific population by monitoring public opinion. This can be done by conducting original research using many different methods.

 After defining the target audience you must then decide how to develop messages that appeal to the values of those population segments. By getting on the same level of understanding as the audience, it is easier to identify their primary values and then support those with their secondary values. Clearly, it is necessary to understand where your target audience stands on key issues to reach them.

It was interesting to learn the  importance of focusing on big ideas when initially trying to get the attention of a large audience.  I initially thought that starting at the roots of a project with the specifics would procure attention, but it makes sense that big values resonate with big groups of people. After gaining support at level 1, you can then move down a more narrow path to level 2 of issues and  movements, and level three of specific policies and legislation. Simply put, rank the most important messages and then speak in a language that the audience understands.

A simple and effective tool discussed in the reading to develop messages is a concept called the message box. The spokesperson starts with the main message, and then presents the problem, the solution, the action to be taken by the audience, and the values that drive the media efforts. What stood out to me is how crucial it is to create messages that can be reinforced by the family members and close friends of the audience. In the circle of communication effectiveness, these relationships are the most trusted sources of information in decision making. Sometimes it pays to look beyond the obvious of the target audience.

Another highlight was the reminder that creative brainstorming can produce brilliant ideas in just a few hours. The case study  at the end of chapter 4 discussed how using positive new terms to describe a service gained support from a previously resistant audience that was now able to clearly understand what was being communicated.  Communication is not always complicated nor does it have to involve polls. If the audience is truly considered, messages can be developed that will appeal to them.

Project Reflections

REP

I am very interested in being a part of promoting the Relationship Education Project (REP). When meeting with our class Julie stressed the importance of focusing on the REP campaign. REP targets a very vulnerable age group that also has great potential to learn how to avoid the mistakes that have devastating consequences. Preventing violence in teen relationships is undoubtedly an issue that deserves attention. A group needs to be selected from the class to create a brand guide for REP and work on its social media sites. Promoting REP Facebook and Twitter pages that provide links to its official website will raise awareness, and we also discussed asking local high schools to put a link to the REP website on their own homepages. This could take place after an appearance at a high school event where materials could be passed out to students to establish awareness of the presence of REP and Safe Harbor.

Chick-Fil-A Night

The CFA night will be a great fundraiser for Safe Harbor. As a class it will be easy to promote the event through social media and I am excited to be a part of that effort.

Business Event

In my opinion, having a local business sponsor an event is a great idea for a fundraiser that would simultaneously raise awareness. It is also necessary to use discretion in defining the nature of the event. Because Safe Harbor is an organization standing against domestic violence, we need to be careful about having drink nights or anything that could be cast in a negative light.  I definitely think it could be a huge success and I would love to be a part of it.

Domestic Violence Education on Campus

Having a domestic violence educational speaker here at Clemson could be a very successful event. In this case I think collaboration would be key in working with numerous campus organizations, such as taking advantage of the resources offered by Greek life and Redfern Health Center. Some sort of reward could potentially be offered, for example, asking professors to give extra credit to their students for attending.

Overall I think all of these are worthy projects. The entire class could work on the Chick-Fil-A night and the educational campus event, and then split into two separate groups to work on REP and the business event. I am so excited to work for Safe Harbor and see how we can further the growth of this amazing organization!

Favorite Safe Harbor Project Ideas

Our class is so creative! I loved reading all of the project ideas that we came up with both to promote Safe Harbor and raise awareness of domestic violence.

The first and most crucial step in my opinion is to develop high-profile Facebook and Twitter pages for Safe Harbor. Even after this class is over, these social media sites will continue to do their job of reaching a huge online community. I mentioned in my blog and so did several others the idea of coming up with a symbol to rebrand the REP project. If this was done there would be something that we could post online that would then become synonymous with its cause. Through profile pictures and status updates or tweets we could easily and effectively promote the color purple and the cause for which it stands in the month of October and beyond. The opportunity to reach a global audience greater than Clemson should not be missed.

Closer to home, I loved the idea of having a purple out in October to raise awareness of domestic violence. It would be awesome to see athletic teams incorporate purple in their uniforms, but it would also be worthwhile to encourage students to do the same in their daily attire. Promoting a campus purple out and then having a day where material is passed out on library bridge would be a great way to raise awareness. If we were able to coordinate an event with a speaker, this would fit in nicely as a conclusion to a purple out.

Finally, I think having a food and drink night where proceeds are donated to Safe Harbor would be a sure bet for successful fundraising. Patrons could be informed that part of their purchase is going to help the cause of preventing domestic violence, thus simultaneously raising awareness and funds. I believe numerous venues would be interested in hosting these events and if we included a wide variety of venues we could reach a diverse audience ranging from families to college students.

What's the Plan?

The Strategic Communications for Nonprofits reading for this week went beyond the basics to reveal the specific elements of a strategic communications plan. Focusing on how small issues work their way up the media food chain to become important and high-profile news stories, the chapter discussed the relationship between press coverage and public opinion. As I read, one thing quickly became apparent. It is not enough to sit back and hope a story is interesting enough to garner attention on its own without any promotion. On the contrary, it takes conscious and dedicated effort to cultivate relationships with the media and educate the public. The drive behind this effort is provided by the values and beliefs of the organization. These core elements also shape the vision for the organization’s future goals and outcomes.

 In my opinion, it is essential to first create a strong mission statement that guides the establishment of any overall communication goals. According to what I am learning in my Nonprofit Marketing class, a mission statement is a carefully crafted definition of an organization’s long term focus and scope. Confirming the identity of the target audience, their needs, and how those needs will be met, the stated purpose of an organization should also integrate its values and beliefs. A successful mission statement for a nonprofit is motivating, inspiring people to volunteer, work, give money and serve on the board. It should also be feasible and distinct, meaning its promises will be delivered on and that it stands out from other organizations that serve in similar areas.

While the mission statement is a key principle of a strategic communications plan, it should be created with thought for who the target audience is and how to reach them. This outreach can be determined by conducting research to explore public awareness and opinion of the organization. Knowing who the audience is will help in assessing and marshaling resources. All of these elements will then affect the development of publication materials and a work plan implemented in daily activity.  

When a nonprofit organization is developing its communications strategy, I believe in the importance of being outwardly focused on a cause that is bigger than any individual. Unity is paramount. Gathering all these elements together requires skill and an organized approach where all operation units and programs work together in a coordinated fashion.       

I agree with the reading that appropriate use of the Internet should also be part of a strategic communications plan. An obscure story featured online can be circulated worldwide in a matter of minutes. The web can be used to communicate a consistent message, to raise funds, to recruit volunteers, to communicate with supporters, to reach people to complete surveys, to provide educational materials and to sell products.

Simply put, what stood out to me in this chapter was the absolute necessity of having a plan. A nonprofit must create and maintain a particular image that it offers relative to its competition in the minds of the target public. A position that is unique and clear will help make an organization stand out in an increasingly saturated market.

Thoughts for Safe Harbor

In anticipation of working with Safe Harbor as a client, it was an incredible experience to visit the completely unmarked and confidential shelter where victims of domestic abuse can put the pieces of their life back together.  The peaceful atmosphere of the house is reflected in the hopeful expressions on the faces of its inhabitants. I learned there are actually two Safe Harbor shelters. The site in Greenville is capable of hosting 34 people while 20 people can stay at the Anderson site, offering a haven of rest to a total of 54 individuals at a time. Depending on their life goals and specific situation, clients typically stay an average of eight weeks. When clients reenter the world, Safe Harbor offers follow-up support and encourages continued contact. Learning about the heart of the organization’s mission was fascinating. Staff member Julie Meredith described the long and difficult process through which individuals gain the empowerment of leaving an abusive relationship, calling it one of the most “frightening and courageous actions a person can take.” It often takes a victim five to seven times of leaving to actually abandon an abusive relationship for good. In Safe Harbor they have a place where they can go in hard times and not be alone.

After relaying the mission of the organization, Julie expressed the needs and desires of Safe Harbor.  Currently in the spotlight is the Relationship Education Project (REP). The goal of REP is to raise awareness of relationship abuse and engage, educate, and empower healthy choices. Focusing on teen violence, the targeted audience is high school and college students, especially females between the ages of 16-24. Safe Harbor is also seeking to raise awareness of the fact that while mainly serving women and children, the organization does provide emergency accommodations and counseling for men. Julie also asked for continued effort in educating the community on the signs of domestic violence. Unfortunately, victims may not realize they are being abused or are in potential danger. Thus, it is crucial to promote awareness of stereotypes and the actual meaning of domestic violence. Finally, Julie talked about a need for funds, particularly to improve their capability of providing child counsel and therapy.

To accomplish these goals, we brainstormed several possible ideas for projects.

1. Relationship Education Project

In regards to REP, a small group could work on the creation of a new website that presents the difficult subject of relationship violence in a teen-friendly way. If linked to Facebook, this website could rapidly increase its number of followers. We could encourage students to “like” the Facebook page and then provide links leading to more in-depth information. This project could take place over the course of the semester.

2. Raising Awareness on Domestic Violence

October is Domestic Violence Awareness Month and the official color is purple. On Facebook and other social media sites, we could promote the color purple and its meaning by encouraging users to update their profile pictures and statuses to a graphic containing purple and words reflecting the cause it supports. We discussed the idea of having a small group of representatives from the class approach Central Spirit with the possibility of promoting a campus wide purple out at a football game. This should take place in October for maximum awareness. It would also be worthwhile to host an event on campus at Clemson, where an educational speaker could give a presentation on the effects of dating abuse on college students.

3.  Fundraising for Safe Harbor

We discussed the possibility of asking a popular local restaurant to host an awareness day. Using social media and flyers for promotion, we could describe the specific need for funds to be raised to provide child therapy and counsel at Safe Harbor. Parents who are bringing their children to a family-friendly restaurant such as Chick-Fil-A would be informed that a portion of the proceeds from every item sold are donated to Safe Harbor. Individuals who have children of their own would receive an appeal to help other children in difficult circumstances. Awareness materials could be simultaneously distributed. Another great idea targeting a different population representation was to have a purple drink night where Safe Harbor received a donation from every purple drink sold at certain venues. Information could be printed on coasters that are given out with each drink.

Back to the Basics

Attention nonprofit organizations: passion is always attractive to those looking for a reason to become involved. Like the writer Jack Kerouac said, “The only people for me are the mad ones, the ones who are mad to live, mad to talk, mad to be saved, desirous of everything at the same time, the ones who never yawn or say a commonplace thing, but burn, burn, burn, like fabulous yellow Roman candles exploding like spiders across the stars.” This same energy is necessary in strategizing movements within nonprofits.

When reading chapter one of Strategic Communication for Nonprofits this week, it was interesting to note that being truly strategic is to anticipate and create events, not just react to them. In this modern age it is important to actively reach out to the world.  Media is there to be utilized as a powerful tool by those who are ready and willing to passionately communicate.

It is fascinating to simultaneously learn in COMM 456 and MKT 429 the importance of the nonprofit sector to society. An international phenomenon, the number of nonprofit organizations is growing and involves a significant amount of funds. Allowing citizens to collectively participate in their communities, nonprofits serve the purpose of providing services not performed by the business sector. Because nonprofits are not driven by commercial competitiveness, these organizations must recognize that great social change can be effected through the savvy use of media.

In order for a nonprofit organization to thrive, it is crucial that a capable and energetic team clearly define the mission and goals of the organization and then be proactive in their promotion. Heartwarming stories without a skilled storyteller will not win the fight for an audience in an environment competing for prized media attention. Thus, communication is a basic fundamental and key to success.

Despite the chaos of media activity, nonprofits do have an edge with personal accounts that appeal to the emotions and conscience of a charitable population. With this leg up comes the expectation that subsequent communication with that population be high on the priority list. The commitment of money and time can mean the difference between the success and failure of a nonprofit.  There are numerous dimensions of a nonprofit, but its main goal should be to express its values to various stakeholders for the purpose of resource attraction. A part of this essential is the understanding that collaboration between partner organizations results in better fundraising and constituent recruitment.

As a personal reflection, I would emphasize the appropriate and professional use of media. Cyberspace has certainly come a long way from the first computer that took up the entire room it was built in. Today, handheld devices allow interaction in a chat room with someone on the other side of the world. This nation is benefiting from increasing technological advantages that are dramatically changing the nature of media. The Internet also has the power to misconstrue original intentions of well meaning individuals or display embarrassing mishaps to the public. Naiveté mixed with online communication can have detrimental consequences to the originator. Nonprofit organizations, to whom reputation is everything, should keep this in mind.

It is revitalizing to get back to the basics when endeavoring to employ strategic communication. Working with the media is an ever-evolving challenge that should be embraced by all businesses but especially by the nonprofit sector. Of course like all communication tools, skill is required to work with the media and it is important to invest time and resources in building those skills. Excellent media outreach is of tremendous value to a passionate organization that is striving to raise awareness of its values and effect change.

Discovering Safe Harbor

This semester I have been given the opportunity to work with a unique client as part of Communication 456: Strategic Communication for Social Change. Specifically, to develop projects that will meet the needs of the nonprofit group Safe Harbor. This private organization provides aid to victims of domestic violence in the upstate of South Carolina. Offering safe emergency shelter, counseling, legal advocacy, and community outreach and education, Safe Harbor is a place to start a new life. Women and their children seeking the assistance of this organization are able to reconcile the past with the present and make changes for a brighter future.

In order to develop an effective public relations campaign, it is important to research the mission driving the goals of the organization. Through investigation on websites such as http://www.domesticviolence.org/ and http://www.safeharborsc.org/, my own awareness of domestic violence was greatly increased as was my desire to assist the client in any way possible. I discovered the definition of domestic violence to be clarified as behaviors used by one person in a relationship to control the other. These behaviors can be criminal and include physical assault as well as emotional, psychological and financial abuse. Although anyone can be a victim, the majority consist of women and children.

Instances of abuse are sometimes wrongly perceived and glossed over as an accident, but it is an intentional act that often becomes a vicious cycle. Unfortunately, perpetrators of abuse can be difficult to identify in public. A person that seems good in the light has the power to inflict pain in the dark away from witnesses. Domestic violence is simply not always obvious, which is why society needs individuals who are willing to take a stand against crimes that are becoming far too common. An old African proverb says, “If you want to go quickly, go alone. If you want to go far, go together.” Organizations like Safe Harbor come alongside women to help them start a new life, to go with them to win a battle that is easily lost if fought alone.

In anticipation of working with Safe Harbor, there are several thoughts that I want to present to the staff. After researching domestic violence, it is apparent that the client can fulfill several functions by pursuing a visible and impactful presence through social media. First of all, an empowered community of online supporters will increase the numbers of donations and volunteers. In addition, it will further the agenda of raising awareness of domestic violence.

·     What is your main goal when using social media?

·     Is it more important that you raise awareness of domestic violence or increase publicity of your specific needs to obtain funding and volunteers?

·     In a publicity campaign, who is your target audience?

·    What public relations efforts have been successful in the past?

·    What types of events do you want to see take place in the future?

·    Ideas: Create a campaign to win money for a grant to be used for the needs of Safe Harbor. Plan a community outreach that educates and encourages others to donate and volunteer. Further develop the organization website and create new images and videos that can easily be uploaded for numerous viral hits.