Choosing the Right Communication Channels for Success
Earned media: Can you control how (or if) the story will be reported?
Paid media: Will it have the resonance and influence you need to best
advance your goal?
Owned media: The price tag might be more appealing, but will these
channels help you reach the decision makers you’ve identified as your key
audience?
Your likelihood for success increases when you chose the right
channel to deliver your message. Consider how you want your
audience to receive and engage your communication.
87%
Percentage of American adults who use
the internet.
90%
Percentage of American adults who have a
cell phone. 58% have a smart phone.
74%
Percentage of internet users
who use social networks.
7th
The rank of annual reports as a source of
information by engaged Americans.
“Every year our board asks us why we aren't in NYT or
WSJ. The answer to that is easy. We work on systems
change! There's nothing sexy about changing systems.
The story is in the work our grantees do.”
communication Leader
Private Foundation
“I care more about the content and strategy of
communication than the tools. I'm passionate about
seeing the communication field in philanthropy move
away from a fascination with the tools.”
Communication Leader
Private Foundation
How do you
choose
your communication
channels?
What is your
social media
strategy?
How do you
control
your message in
different channels?
Your likelihood for success increases when you select the appropriate communication channels. Consider earned, paid, and owned media to effectively engage your audience. Understand the statistics on internet and cell phone usage to make informed decisions. Emphasize content and strategy over tools to achieve impactful communication goals in philanthropy.
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Presentation Transcript
Channels Channels www.com-matters.org www.com-matters.org www.com-matters.org
Channels Your likelihood for success increases when you chose the right channel to deliver your message. Consider how you want your audience to receive and engage your communication. Earned media: Can you control how (or if) the story will be reported? Paid media: Will it have the resonance and influence you need to best advance your goal? Owned media: The price tag might be more appealing, but will these channels help you reach the decision makers you ve identified as your key www.com-matters.org audience? www.com-matters.org
Channels Channels 87% Percentage of American adults who use the internet. www.com-matters.org www.com-matters.org www.com-matters.org
Channels Channels 90% Percentage of American adults who have a cell phone. 58% have a smart phone. www.com-matters.org www.com-matters.org www.com-matters.org
Channels Channels 74% Percentage of internet users who use social networks. www.com-matters.org www.com-matters.org www.com-matters.org
Channels Channels 7th The rank of annual reports as a source of information by engaged Americans. www.com-matters.org www.com-matters.org www.com-matters.org
Channels Every year our board asks us why we aren't in NYT or WSJ. The answer to that is easy. We work on systems change! There's nothing sexy about changing systems. The story is in the work our grantees do. COMMUNICATION LEADER Private Foundation www.com-matters.org www.com-matters.org
Channels I care more about the content and strategy of communication than the tools. I'm passionate about seeing the communication field in philanthropy move away from a fascination with the tools. COMMUNICATION LEADER Private Foundation www.com-matters.org www.com-matters.org
Channels How do you choose your communication channels? www.com-matters.org www.com-matters.org
Channels What is your social media strategy? www.com-matters.org www.com-matters.org
Channels How do you control your message in different channels? www.com-matters.org www.com-matters.org
