Knowledge Center: Communication & Visibility
Knowledge Center: Communication & Visibility
A 5-step communication plan
Many organizations communicate on an ad-hoc basis: a quick message here, a post there, and the occasional newsletter whenever someone feels like it. That works—up to a point. But if you want to communicate more strategically—and increase your reach—a plan helps.
Many organizations communicate on an ad-hoc basis: a quick message here, a post there, and the occasional newsletter whenever someone feels like it. That works—up to a point. But if you want to communicate more strategically—and increase your reach—a plan helps.
A communication plan doesn’t have to be a lengthy document. Here are the five steps.
Step 1: Define your goal
What do you want to achieve with your communication? Recruit more volunteers? Raise your profile in the neighborhood? Keep existing volunteers better informed?
Your goal determines everything that follows: your target audience, your message, and your channels. Be as specific as possible. "More visibility" isn't a goal; "recruiting five new volunteers for the summer activity" is.
Step 2: Know your target audience
Who do you want to reach? The approach for new volunteers differs from that for donors, and both differ from the approach for local residents or partners.
For each target audience, consider: how old are they, what do they do online, and what motivates them? A message for young people on Instagram works differently than an article in a neighborhood newsletter for retirees.
Step 3: Choose your message
What is the core of what you want to say? Try to capture it in a single sentence—this also serves as a test to see if your message is sharp enough.
Every piece of communication should be traceable back to that core message. This ensures you remain recognizable and consistent.
Step 4: Choose your channels
Not every channel is suitable for every target audience. An overview of commonly used channels for volunteer organizations:
Website — the foundation, for information that needs to be available at all times
Social media (Facebook, Instagram, LinkedIn) — for reach and engagement
Email or newsletter — for direct communication with people who are already involved
Local media (neighborhood newspaper, community platform) — for reaching the immediate area
Word-of-mouth — do not underestimate this; the best channel is still an enthusiastic volunteer
Choose two or three channels and manage them well, rather than doing everything half-heartedly.
Step 5: Create a calendar
When will you communicate what? A simple editorial calendar — a spreadsheet listing dates, topics, and the people responsible — ensures that communication doesn't fall by the wayside.
Schedule recurring moments: the start of the season, activity sign-ups, the annual report, and holidays. Fill in the gaps based on current events or specific needs.
Next step
A plan is only valuable if you put it into action. Start small: choose one goal, one target audience, and one channel. After three months, evaluate what is working and make adjustments.