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Communications Matters — Resources

Communication Matters is a research project commissioned by The Communications Network, designed to identify the foundations for effective strategic communications in the social sector. The model for successful organizations incorporates brand, strategy, culture, and action. Resources is an attribute of Brand.

Resources are what organizations invest to achieve their goals. They include dollars (grants, programs, services) and human capital (labor, research, thought leadership).

All organizations are different, of course. Some have deep pockets and the capacity to push big dollars at a problem. Some possess unique knowledge ideal for tackling complex issues. And others are rich with human capital, able to mobilize a skilled staff or a vocal volunteer base quickly into action.

What matters most is that you are clear about your available communication resources and your options for “spending” them to advance your mission.

Just like no foundation can fund every grant request they receive, no community based nonprofit can deliver all the social services they would like to provide, or disseminate every idea they have to share. Our work requires us to make hard choices.

An effective communication strategy demands that you invest your available – and finite – brand resources where they can have the most clear, discernible impact. That might require you to forego producing a printed annual report, or another website refresh, or a timely advertising campaign, in order to stay focused on other tactics with a higher return on investment.

Download the full presentation for Resources.

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