Transcript COMM FOR IMPACT PANEL 1 -PLEAC_Hubertx

Communicating
for impact
Reaching our target
audiences in different ways
Test Case: Information for Charities
Our Strategy
First and Foremost: Get to Know
your Audience
We looked for existing studies
Statistics Canada 2003 Study: 13 000 non
profits and charities (Activities, challenges)
Statistics Canada 2007 Study on
donations, volunteering and participation.
Imagine Canada and John Hopkins
University analysis of the non profit and
volunteering sector.
Leveraging Access to the CRA
Database
Mining the database for information
Reorganising it
Using it:
Mass mailing
Email newsletter
Using an existing network
We networked with Philanthropie
Québec
Used their existing
group
Participated actively
Linked to content
Create Partnerships
Learned about the existing:
Groups, associations, etc.
Networks
Service providers
Communicated an adjusted message
to their specific needs.
Using Our Existing Tools
We leveraged our
existing tools:
Website
Newsletter
Social Media
Corporate
Brochure Add-on
Content
Brochures
Trainings
• Webinars
• In person
Use Commercial Tools of Promotion
Social Media Ads
pay-per-click ad campaign
linking to online content.
pay-per-click ad campaign
linking to our free training sessions.
RECAP
Have a communication strategy beforehand.
Get to know your audience by finding
existing data.
Use existing networks, groups, associations.
Create partnerships.
Use your own existing communication tools.
When funding is available, use paid
promotional tools.
Merci!
Thank you for your attention!