This free online course, template and resources will guide you through developing a communication strategy for your charity, nonprofit or cause campaign.
You might have encountered some of the many frameworks that can guide you through the strategic process. OASIS, SOSTAC, or PROSPER are some common examples.
They differ slightly but all include the following seven elements in one form or another. This is the structure we’ll use – it keeps it relatively simple but still covers all the essentials.
As well as the structure of your strategy document, this is also the process to put it together. The order you go through this is important. Don’t jump into deciding channels, messages and tactics until you understand the context and purpose of your campaign and the audiences you need to reach.
1. Context
A summary of your organisation or campaign and your understanding of the world in which it needs to succeed.
2. Purpose
The communications objectives that will help deliver the change you want.
3. Audience
The groups with whom you’ll need to communicate.
4. Messages
The most powerful way to motivate your audience.
5. Channels
The appropriate communication channels to engage successfully with the priority audiences.
6. Tactics and activities
What you’ll do to gain attention, build your network and motivate your supporters.
7. Evaluation and review
Evaluating and reviewing your communications effectiveness to learn and, if necessary, adjust your strategy and tactics?
Reading and resources
