Larry D. Lauer

How many times have I been in meetings with small nonprofits listening to volunteers make long lists of ideas for how staff can improve visibility and recognition?

Most of the time I just wanted to tell them that anyone can think up more stuff to do, and more stuff to send out. Doing that is not even helpful. The key is to know exactly the right messages, the right audiences, the best tactics, and a feasible way to evaluate effectiveness… and then to make sure there are enough people available to do the work, and an adequate budget.

This is not rocket science. For marketing and communication professionals, it’s difficult to comprehend why people in general don’t understand all this. Too many people think more is better, and they really have no idea what professional public relations practitioners actually know and do.

Simply put, it’s never a matter of making lists of things for the current staff to do, and then making assumptions that they never thought of these things! Trust me, they have. Rather, it’s a matter of going through a systematic planning exercise to determine what not to do, as much as knowing what to do. Sending out more stuff only contributes to an already saturated environment, even when your organization has adequate staff and expertise.

First, you need to identify a set of message points that differentiate the organization from other similar ones. Collectively, these points define brand identity. Then, a few manageable priority markets must be identified, along with the media that each of them prefers. A simple survey mechanism also must be identified to assess market needs, as well as communication effectiveness. And finally, any added work needs to match the size and talent of available staff. Volunteers and interns are helpful, but not reliable over time.

It is very important to remember that more is never automatically better in communication. Less communication, well done and focused, can move organizations ahead. Small organizations must settle for baby steps. But regular and persistent baby steps do lead to  growth and recognition. It’s smart planning, rather than just more activity, that produces results.