Selling Communications Strategy to Nonprofits
Your nonprofit client comes to you wanting “a website," but the content they want to fill it with is low-quality and lacks strategy. You love them, but you're stuck creating an information architecture and "content strategy" that seems the product of whim and muddled agendas. When you build the site, you end up with a great product on the tech side, but a sub-par total website because your client couldn't deliver on the content. You may think “content strategy” is the solution, but what do you do when the content to “strategize” is awful? How can you help them with the higher-level thinking, the communications strategy that has to happen before you even get to "content strategy for the web?" In this session you'll learn the foundations of communications strategy, including positioning and messaging, and how to sell and perform this work for your nonprofit clients.