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Strategic
Communications in the digital age
Benton Foundation
September 04, 2006
http://www.benton.org/publibrary/toolkits/stratcommtool.html
A best practices
toolkit for achieving your organization's mission
Effective communications
is mission critical. Information and communications technologies
must be leadership and CEO concerns in any organization that wants
to be a powerful agent of social change. The emerging -- and converging
-- digital media environment also brings new potential for partnerships
and collaborations, inviting qualitatively different relationships
between organizations and their constituencies, members and donors.
Nonprofit leaders
need credible, succinct information to meet the challenges of the
digital age. The Benton Foundation capacity building project documented
best practices and lessons learned by nonprofits about the impact,
successes, failures and struggles in using strategic communications.
This toolkit catalogues valuable lessons and models for peer learning
and archival reference purposes. The site is not updated but is
archived in our library as a resource to the nonprofit community.
Except for relevant event announcements, it was last updated May
2002.
Toolkit
Features:
Think
it Through
What it
takes to design & fund an effective communications technology
strategy, including planning, audience development, message shaping,
evaluation and funding.
Put
it to Work
Profiles,
resources and tools to help you implement your plans for advocacy,
building community, creating partnerships, reaching your audience.
What
to Watch
Leaders
and innovators sound off on communications trends in funding, e-commerce,
nonprofit policy and more issues important to the nonprofit sector.
Funders
Corner: Who's doing what with digital media and communications
technology in the funding community.
Partners
in Public Service: A Working Guide for Public Broadcasters and Community
Organizations
The Benton
Foundation, in collaboration with Penn State University, the Corporation
for Public Broadcasting and the Institute of Museum and Library
Services, documented the stories of eight partnerships between public
television stations and museums and libraries. Their stories shed
light on the challenges of partnering and their suggestions help
to ensure greater success for those undertaking similar endeavors.
Reassessing
Your Communications Initiatives: Lessons from Environmental Defense
Successful experimentation with communication
technologies in the early and late 1990s signaled to Environmental
Defense the importance of new communication vehicles. Benton examines
the organization's evolving strategy to target new audiences and
collaborate with like-minded organizations to expand their reach.
The partnership between the National
Abortion and Reproductive Rights Action League Foundation Foundation
and Planned Parenthood on the Pro Choice Voice Project resulted
in 1 million new pro-choice supporters. This article examines the
lessons learned in maintaining a working partnership between these
two organizations.
Please credit www.kubatana.net if you make use of material from this website.
This work is licensed under a Creative Commons License unless stated otherwise.
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