Comments on: Elements of a good online communications plan

By: Andrew Wong

Andrew Wong — Thu, 26 Jul 2007 06:45:00 +0000

Audience segmentation can be very effectively based around a combination of basic demographics (income, education, age, children, etc), and values (whatever strongly motivates people, or elicits a feeling response). In Australia data has been collected from tens of thousands of people and turned into a segmentation system by Roy Morgan International. You can view their classification at: http://www.roymorgan.com/products/values-segments/
Possibly there’s a similar system in the US and other countries?

Each segment has a pretty concise set of values and beliefs (world view or mental model) associated with it, and targeting your messages around these has a huge impact on response. For example, the “Traditional Family Life” segment is largely focused on children, and providing a safe and secure environment and future for them. So messages framed in terms that elicit “vulnerable”, “precious”, “security”, “safety”, “protection”, “future” and “stability” would all work very well.

A message about protecting an endangered species, which is targeted at a “Traditional Family Life” audience, might run: “This species is precious and vulnerable. It deserves a safe and secure future just as we do. In protecting this animal and the environment it lives in, we can help give our children a positive future - a world that’s beautiful, sustainable and filled with life.”

By: lotusmedia 2.0 » Online communication tips

lotusmedia 2.0 » Online communication tips — Tue, 03 Oct 2006 20:19:05 +0000

[...] Also, I did not spend much time on it, but I do highly recommend Jon Stahl’s suggestions for online communication planning. Even if you don’t use all of it, some will probably be helpful to spur new thinking. [...]

By: lotusmedia 2.0 » So you wanna start an advocacy blog

lotusmedia 2.0 » So you wanna start an advocacy blog — Mon, 08 May 2006 19:07:21 +0000

[...] Here is a guide that can be helpful in developing a more specific strategy for your blog. [...]

By: Katrin Verclas

Katrin Verclas — Wed, 13 Oct 2004 20:00:30 +0000

Jon - uncanny that every time I need something you have already thought about it seconds before. This is great and ‘just in time.’ Thank you, as always.

By: Ruby Sinreich

Ruby Sinreich — Thu, 09 Sep 2004 23:58:08 +0000

Excellent ideas! Thank you, Jon!

(PS: Great to see you're using WordPress. I'm a convert as well.)

By: phil klein

phil klein — Fri, 03 Sep 2004 16:29:42 +0000

Here is a look at what some nonprofits said about communications strategies.

By: phil klein

phil klein — Thu, 02 Sep 2004 20:56:13 +0000

Here are Jillaine Smith’s recommendations.
The format is not ideal, but I think there are some good ideas there.

By: Dave Manelski

Dave Manelski — Thu, 02 Sep 2004 20:17:39 +0000

Jon, great list, indeed well thought out.

What I would add to the list in addition to desired outcomes, are measurable outcomes or metrics. I think this is vastly underrated and almost entirely overlooked by most NW environmental nonprofits. I am struggling with this now at our organization.

Dave