Effective Communications. Jeff Yates, Director of Volunteer Operations

Transcription

1 Effective Communications Jeff Yates, Director of Volunteer Operations

2 Effective Communications Learning Objectives 1. What Members Want 2. The Downside of 3. Multi-Channel Efforts 4. Photos, Photos, Photos 5. Tools from TU

3 Have Something to Communicate About! Members report they would participate in the following activities Conservation projects protect, reconnect, Fishing outings Speakers and presentations at meetings Stream monitoring programs temp loggers, Tying and casting classes Regularly scheduled meetings Community events festivals, tradeshows, etc % Veterans program events casting/fly tying, 14.52% Youth program events education, casting/fly 13.71% Other Women's programs & events Social media (Special interest groups on 6.45% 5.85% 1.81% 39.31% 38.71% 37.10% 27.02% 29.84% 30.65% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 3

4 Have Something to Communicate About! Your chapter members joined TU for a reason, they: Want to make a difference, especially in their community Want to be part of something that matters Want to get their kids outdoors and involved in conservation Want to belong to a community that shares their beliefs Want to learn from you how to fish, tie flies etc Want to have FUN 4

5 Have Something to Communicate About! So give them what they want! Opportunities to get their hands dirty and their waders wet Family-friendly events and activities Volunteer opportunities of long and short durations Social events like film screenings and Bar Flies And yes. Monthly chapter meetings 5

6 Diversity of Events = Diversity of Members Simply put, the more broad and diverse a range of chapter activities you offer to your members and the public, the more broad and diverse range of members you will begin to attract. (If you don t want families, and you don t want younger people and you don t want new volunteers, then by all means offer more weekday evening chapter meetings!) 6

7 Develop a Multi-Channel Strategy Your communications plan should be comprehensive and include a wide range of outreach methods: ELECTRONIC Website Social Media Community Calendars Radio Stations PRINT Newsletters Postcards Posters / Flyers Newspapers Other Handouts 7

8 The Best Tool & The Worst Tool communications are fast, cheap and easy and very effective but -only comes at a cost. 8

9 The Best Tool & The Worst Tool Chapter XYZ 300 Members 9

10 The Best Tool & The Worst Tool Chapter XYZ 300 Members 225 Addresses on Roster 10

11 The Best Tool & The Worst Tool Chapter XYZ 300 Members 225 Addresses on Roster 23 Bad Addresses 11

12 The Best Tool & The Worst Tool Chapter XYZ 300 Members 225 Addresses on Roster 23 Bad Addresses is Sent to 202 Members 12

13 The Best Tool & The Worst Tool Here s where it gets tricky - the environmental nonprofit industry average open rate is 18%. TU Chapters following best practices average between 30-40% open rates due to the targeted, relevant nature of their messages. So back to the math 13

14 The Best Tool & The Worst Tool Chapter XYZ 300 Members is Sent to 202 Members 40% Open Rate 14

15 The Best Tool & The Worst Tool Chapter XYZ 300 Members is Sent to 222 Members 40% Open Rate = 89 Members Open the 15

16 The Best Tool & The Worst Tool So for Chapter XYZ relying completely on would mean that 211 of their 300 members NEVER receive a communication from the chapter. 16

17 Develop a Multi-Channel Strategy Website Print Newsletter E-Newsletter Postcard Facebook 17

18 Photos, Photos, Photos Be sure the images you share (online, in print, in chapter communications) reflect the member you want not the member you have. In marketing, this is called Aspirational Communications but we like to call it Fake It, Til You Make It 18

19 Photos, Photos, Photos 19

20 Photos, Photos, Photos 20

21 Photos, Photos, Photos 21

22 Photos, Photos, Photos 22

23 Photos, Photos, Photos 23

24 Imagery: Aspirational Communications Fake It Til You Make It Reflective of the TU community you WANT to become, not the TU community your currently are. Diverse Happy / Fun Community Conservation Fishing 24

25 Tools From TU TU Event Printshop Posters / Flyers Postcards Raffle Tickets Wristbands And more 25

26 Tools From TU TU Event Printshop Stream Explorers Customize 12 different issues of the Stream Explorer magazine with your chapter name, website, contact information and up to 7 lines of text. 26

27 Past Trainings & Resources It s in the Tacklebox! Training Recordings & Materials 27

28 Questions? Jeff Yates (203)