HomeGetting your message out there is key to achieving your goals as an NGO or a civil society organization. Particularly in Kenya where there are more than three thousand organizations, it’s important to train your guns on using the most successful communication strategies.
Communication is important. Why? Because without it you won’t connect with your target population, you won’t reach your audience and most importantly you won’t catch the attention of donors who will fund your efforts.
The most successful organizations have whole departments dedicated to communication that have their own budgets. Marketing and communication is an expense on its own because it costs to push a message over different communication platforms.
The following are platforms that can be used to communicate with the public:
Mainstream media such as TV, radio, newspaper, brochures, city screen advertisements
Social media platforms such as Facebook, Twitter, Instagram, YouTube, TikTok and others.
Non-traditional media: email marketing, short message service, content marketing such as blogs.
Targeting all media, though good, will not bring success because you need to identify your target audience and how best you can reach them.
Experts at FundsforNGOs advise that you have to first identify your communication objectives before you decide on which methods to use. The objectives that you set will then determine your goals and with that the team that will help you realize those targets.
For example your objective might be “To end hunger in the ASAL areas of Kenya”. That objective now helps you set goals such as send an urgent message to potential donors of the immediate need to raise funds to buy relief food. You can also craft media messages to reach out to Kenyans of goodwill to contribute whatever amount to a certain account number or Paybill number.
When you work backwards you’ll set the steps and activities that you will engage in to reach your targets.
How do we set our goals?
Highlight your assets as an organizations. These are the things that make you attractive and unique as an organization.
Draw a SWOT analysis table. The Strengths, Weaknesses, Opportunities and Threats model greatly impacts an NGO’s communication efforts.
Determine your audience groups. According to FundsforNGOs, “if you understand who your audience groups are and what motivates them, you are better able to tailor your message to achieve the goals and objectives listed in part one of your communications plan.”
Read the next article for a continuation of NGOs and communication series.
