Public Awareness Campaign

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Public Awareness Campaign

• Prepared by
• Nicole Lamberg Associates
• Team
• Niki Lamberg Mark Tomizawa
• August 11, 2008

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MotivationsChallenge reputation

• Research indicates that people think that
  nonprofits are
• Inefficient and not fiscally responsible
• Annoyingly always asking for money
• More trustworthy on the local level than the
  national
• Simultaneously altruistic (ie they do good work)
  and not altruistic enough (ie staff are overpaid
  too much money goes to overhead)
• The infrequent scandals in giving or
  funds-misuse
• Tarnish perceptions about the whole sector
• Affect the giving climate for all nonprofits
• See Appendix at the end of this document for
  sources links

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MotivationsOpportunity MNN as clarifier

• MNN seeks to strengthen and correct public
  awareness of the sector and the reputation of
  people who work in it
• and at the same time
• MNN seeks to create public awareness
  particularly funder and prospective member
  awareness of MNNs leadership role

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Messaging Recommended Tagline

• Mass Nonprofit Network.
• Making Communities Stronger.

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Messaging Recommended Tagline Rationale

• Making Communities Stronger presents
• The surprisingly wide range of ways that
  nonprofits improve everyones lives.
• The crucial role nonprofits play in creating
  local/regional success. By varying the context,
  MNN can easily highlight nonprofits
• Economic impact
• Quality of life impact (and role in
  attracting/retaining employees residents)
• A double meaning for internal external
  audiences
• For MNN members MNN makes the community of
  nonprofits visible
• For the public MNN and its member nonprofits
  make their neighborhoods better places to live
• A positive message that appeals to our best
  selves
• No negative reflection on any other sector
• Big ideals, what The FrameWorks Institute calls
  Level One values

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Campaign Phase 1Public Service Messengers

• Tap into statewide social capital to create
  relationships for public endorsements by
• Seeking out support from business pop culture
  icons.
• For example
• Bob Kraft, Patriots owner
• Wyc Grousbeck, Boston Celtics (venture capital
  school for the blind)
• Theo Epstein, Red Sox (local foundation, plus his
  wife works at a nonprofit)
• Glenn Ordway, host of the Big Show on WEEI (Jimmy
  Fund)
• Liz Walker
• Others to whom MNN members can offer introductions

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Campaign Phase 1Sample PSA Scripts

• I'm Bob Kraft. Patriots owner. And proud
  supporter of Massachusetts nonprofits. Did you
  know nonprofits help grow the economy? Nonprofits
  provide one out of every seven jobs. Nonprofit
  professionals are hard at work in
  Education...Recreation...Arts and
  Culture...Healthcare...Religion...and Human
  Services. To learn more, visit massnonprofitnet.or
  g. Mass Nonprofit Network. Making Communities
  Stronger.
• I'm Wyc Grousbeck of the Boston Celtics, Highland
  Capital Partnersand proud supporter of
  Massachusetts nonprofits. Did you know nonprofits
  employ one out of every seven workers? Nonprofit
  professionals work in Education...Recreation...Art
  s and Culture...Healthcareand Human Services. To
  learn more, visit massnonprofitnet.org. Mass
  Nonprofit Network. Making Communities Stronger.
• I'm Glenn Ordway, host of the Big Show on WEEI.
  And proud supporter of Massachusetts nonprofits.
  Just think about how many ways nonprofits improve
  the quality of life for all of us. Nonprofits
  are experts in Recreation... Healthcare...
  Education...the Arts...and Human Services. To
  learn more, visit massnonprofitnet.org. Mass
  Nonprofit Network. Making Communities Stronger.

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Campaign Phase 1On Identifying Effective
Messengers
The best messengers may be the most unexpected
ones. The FrameWorks Institute counsels
identifying messengers as follows
Excerpted from The FrameWorks Institutes Framing
Public Issues Toolkit, 2002 http//www.frameworksi
nstitute.org/strategicanalysis/FramingPublicIssues
final.pdf
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Campaign Phase 1On Identifying Effective
Messengers

• MNNs most credible messengers statewide are
• Business leaders who support nonprofits
• Popular culture leaders who believe in social
  change through nonprofits, from sports figures to
  media personalities
• On the local level, a range of influential
  leaders official or of the mavens and moguls
  variety can have clout
• Note that beneficiaries of nonprofits and
  nonprofit leaders are not necessarily on this
  list. They may be viewed as self-interested,
  which may compromise their authority.

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MechanismsToolkit for members

• Launch Phase 1 (PSAs) with members by
• Sharing the PSA plan and completed PSAs
• Posting the PSAs on the MNN site
• Asking members to link their own websites and
  even their email signatures to the PSAs
• Creating easy-to-implement media outreach tools
  that echo the PSAs
• Boilerplate paragraph which they can add to their
  own materials
• Graphic badge for use online and in print
  materials
• 1-3 talking points to integrate into their usual
  elevator speeches
• Inviting them to share with MNN any feedback they
  receive as a result of the PSAs. MNN can then
  share any positive stories with the whole
  membership to help
• Inspire current members
• Encourage renewals and new memberships

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MechanismsIndicators to Measure Success

• Determine what can be benchmarked and monitored
  at participating nonprofits
• Ask members to complete a survey of these
  benchmarks annually
• Track data that comes through the MNN website
• Monitor PSA downloads
• Track Clearinghouse usage user patterns
• Conduct surveys (if feasible in future) to
• Understand effect of Campaign
• Modify Campaign over time based on learning

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Making Communities Stronger