St. Leonard’s Society of Nova Scotia may not be the largest or wealthiest nonprofit. However, this charitable organization, an operator of homeless shelters and community-based residential facilities in Halifax, doesn’t let its size or budget prevent it from establishing a strong and impressive communications plan. For, like many smaller organizations across Canada, the society knows only too well the impact proper communication can have on the organization’s ability to fulfill its mission.

Plan ahead

Understandably, when working with limited resources, establishing a communications plan is not an easy goal. Many small organizations simply feel they cannot make the investment or do so sparingly. But experts and successful organizations agree: a proper communications strategy is essential, at times even determinative of one’s success or failure.

“I think the biggest mistake smaller organizations make is lack of planning,” explains communications professional, Maggie Fairs, founder and executive director of The Media Foundation. “It is often all too easy to focus on the short term, whether that’s in terms of fundraising objectives, media relations or resourcing.”

That lack of a planning, Fairs says, can result in a debilitating short-sightedness. Despite the best of intentions, when organizations are strapped for resources and people, there’s a tendency to be reactive and to forego serious deliberations about long-term goals. The nonprofit, Fairs adds, can then lose sight of the bigger picture and forget to ask the fundamental questions, such as “what are our long-term goals and how do we achieve them?” But, she offers, if smaller organizations thought more like larger ones by implementing measurable objectives and strategies, they could more effectively move forward. “Agencies do it, large corporates do it so why shouldn’t nonprofits?”

Strategize key messages

Kimberley Wakefield would agree. Director of marketing & communications at Career Edge — an organization that helps graduates find work through paid internship programs — Wakefield says all organizations, regardless of size, need a communications plan with a strategy and a set of key messages.

Each plan should be clear, she adds, and should stem directly from the strategy and direction of the business with the support of all key stakeholders. For Career Edge that means pursuing a strategic planning process that is developed by the management team, endorsed by all departments and approved by the board of directors. “That way, all parties involved are clear on the goal of the business overall and the requirements of each department in order to support the objectives.”

Know your target market

Wakefield says a successful communications plan should segment the target market and define its scope and characteristics so as to better tailor the organization’s messages. Equally important is the ability to adapt to the ever-changing market landscape.

Career Edge has been able to achieve on both ends. Having taken the requisite time to shape their communications strategy, they are now well-acquainted with the needs of all their target groups, be they employers or the varied mix of graduates. “We know we need an adequate and healthy supply of both to sustain our programs but we also know that each group is looking for different things and are motivated by different factors,” says Wakefield.

Despite its tight budget and small size, Career Edge, a client of Porter Novelli Canada, would definitely make the PR agency president, Trevor Campbell, proud. “A good strategy will help prioritize stakeholders and tactics so that no matter the budget size, the communications program can deliver results,” he validates.

Tailoring to suit your needs

A good communications plan can take many shapes and sizes. And, according to Campbell, there are many essential components that each and every nonprofit should attempt to make their own. Some of those include: message development, spokesperson training, pitch development, updated media lists, a good media kit that includes a fact sheet about relevant trends, a backgrounder about the organization and the communities served, spokesperson bios, relevant images and current news releases.

The shape of the communications strategy developed by the St. Leonard’s Society of Nova Scotia helped it overcome the constant challenge of limited resources and time. By developing a detailed policy, everyone on staff knows their responsibility and what is expected of them.

Likewise, their communications plan involves a variety of budget-conscious but proactive activities. For starters, there’s a continuous internal dialogue through the use of staff meetings, newsletters and the constant circulation of memos amongst the facilities in operation. There are also various public relations tools, such as brochures, a web site, business cards and display boards.

Then there are holiday cards, open houses, participation in trade shows, health fairs and an annual AGM. In the aim of using their resources to their utmost potential, specific staff members are given the task of handling media requests. “It’s important to use the resources that are available to you,” states Operations Manager Shelley Hume. “Find out what your staff is good and enjoys and then engage them.”

Be resourceful yet realistic

Making the most of your in-house staff is undeniably a smart move. But, cautions Campbell, make sure to be realistic and strategic about your business, marketing and public relations objectives. “Since smaller organizations may not have anyone with communications experience, it’s important to connect with volunteers who do,” he explains.

Bottom line: it’s essential that someone with an understanding of media be responsible for communicating the organization’s messages. After all, one of the biggest mistakes nonprofits make is not understanding what is and what isn’t newsworthy. “Not all small organizations are ready to take their stories to the media,” he says. Knowing when the time is right can mean the difference between a successful communications strategy and one that falters, getting nowhere fast.

Tips, tricks and tactics

For those organizations that lack staff members with experience in communications, Maggie Fairs suggests approaching PR agencies and inquiring about pro bono work. If that doesn’t work, always ask for a better rate, offers Wakefield. “Don’t be shy to tell people about your organization, what it does and why you are so passionately supportive of it,” she says, adding, “this will show your dedication and perhaps get other people on board.”

Another tactic for budget-minded nonprofits is to look at services that are designed specifically for the voluntary sector. CNN Matthews, for example, offers a newswire service called PR Direct which allows organizations to post releases on CP at a fraction of the regular price. And, Fairs, chock-full of cost-saving tops, provides another little-known fact: if you send a news release to Canada News Wire before 6:30 AM, it’s half price.

As the competition for donors, volunteers, and supporters continues to be fierce, even the smallest organizations can’t afford not to be proactive when it comes to communication. Fortunately, there are quite a few budget-conscious ideas and resources out there to lend a hand. Communication training events and workshops — such as those organized by the Media Foundation — are a good place to start. CharityVillage’s QuickGuide to Communications can also help you drill down for more information, resources, consultants, and events.

Elisa Birnbaum is a freelance print and broadcast journalist living in Toronto.