#NPMC chat – September 25, 2014

Welcome to #NPMC chat, everyone! Our topic today: putting nonprofit key messages to work  http://ow.ly/BMu2j 

About to join #NPMC Chat for nonprofit marketers and communicators. Topic: working w/key messages  http://ow.ly/BMup6 

Please excuse the temporarily excessive tweets. Joining #NPMC tweetchat on nonprofit marketing and communications!

Let’s start with introductions. Please tell us a little about you. Even if you think you’re going to be quiet, pls say hello! #npmc

Already see @girardinl @OPgrrl @marissapaige @JuliaCSocial? Welcome! #npmc

Hello #npmc tweeters! Digital Communications Manager for @FirstBook here! Happy to join in; I always learn something new! :)

I’m Marlene Oliveira, of Nonprofit MarCommunity and #NPMC chat. Also copywriter & communications consultant to nonprofits.

Tweet volume alert! :) Joining #NPMC Chat for nonprofit marketers and communicators. Topic: working w/key messages  http://ow.ly/BMup6 

Just learned about y'all & am excited to be here. I help NPs - esp. those focused on human rights in Latin America - w/ comms. #NPMCNPMC

Hi, #NPMC. RoiAnn here, Comms Manager for @HealthConnctOne - advancing respectful community-based programs to improve maternal/child health.

Greetings from Maryland. #NPMC

Yay! Hello @margaux_omalley @PostalNerd @colludos @sburket #npmc

Ahoy! I'm Lauren, consultant based in San Francisco often in NY. Digital marcomm strategy & implementation, copywriter, trainer #NPMCNPMC

@sburket Where in MD are you? I'm in Takoma Park. :) #NPMC

While the intros come in, I'll get the ball rolling with Q1. #npmc

Q1. Does your nonprofit have an established key message platform? What does it/would you like it to look like? #npmc

For those new to #NPMC chat, we’re using Q/A format - we post questions using Q1, Q2, etc. You respond by using A1, A2, etc. Thx!

A1. Our new advocacy consultant plans to lead us thru process to develop key messages this fall. #NPMC

#NPMC I am Sarah Jolie, Owner, Hensley Mailing. 92 years of mailing for NPs. I attend many msg dvlpment mtgs. Help save $$ on USPS.

Sorry, a few minutes late for the #NPMC chat, but glad to join you today! I'm Seneca from @SEAChamberMusic.

@mo_flow Richard - work with multiple NGOs and faith based groups #npmc

Regarding Q1. any specific elements you have/want? e.g. positioning statement, talking points, tagline...what else? #npmc

Hello @SeattleSeneca @mayawalkca #npmc

@mo_flow Yes, we love our key messages! It's important that we keep front of mind why we do the work we do. #npmc

@mo_flow A1: Currently our platform is wrapped up in a volunteer group with my role offering leadership #npmc

@heatherisabel Hello! What's included in your platform? #npmc

I just became a member of the #NPMC Twub. For live tweets, check out  http://twubs.com/NPMC 

I think a lot of nonprofits have trouble developing a succinct tag line because they just do SO MUCH! #npmc

A1 I work w/orgs to get messages in shape. Will often have core messages, but not msgs crafted for each audience #NPMC

@marissapaige so true #npmc

Q1b. How/where are key messages used by your nonprofit? By other orgs you’d like to model? #npmc

@mo_flow @SeattleSeneca hi :) sorry for tardiness #npmc

Should have added the hashtag #NPMC

A1. I'd love to have maybe 3 core messages that can be personalized by Board, Staff, Community Partners, Advocates, etc. #NPMC

I do work with @taprootfound to help nonprofit develop key messages. #npmc

Going into twitter chat #npmc. Social media: NGOs, non-profits & faith-communities. How do you put key messages to work?

A1 - General question: Are your key messages different from your mission statement? Are they aligned? #NPMC

A1b I'm working on a few projects & messages used EVERYWHERE. Social media, videos, website, PPTs, talking to media... #NPMCNPMC

Apologies everyone, I'm having some technical glitches causing me to move slowly. #npmc

@SeattleSeneca Definitely different, but definitely align! #npmc

@marissapaige Yes! And often too busy to prioritize the act of organizing & streamlining the message. #NPMCNPMC

Q2. How have key messages benefitted your nonprofit? What results would a strong messaging platform make possible? #NPMC

@SeattleSeneca Mission statement is part of a larger message platform. And yes, align mission with other msg components. #NPMC

A1b Agree: use same message on every platform #nonprofit #npmc

Hi everyone! A2 Key message benefits for me - clarity and consistency #NPMC

@mo_flow Q2 being able 2 transmit key elements means we've shared our story well. In turn more awareness/opt-in. Platform = accessible #npmc

Yup! integrate that messaging! MT @SeattleSeneca they have to be used across the board if you're using them successfully #NPMC

@mo_flow Sharing key messages + good internal comms plan allows all staff (not just mar com team) feel armed + empowered... #npmc

@adeburger Hello! #npmc

@mo_flow ... we're a small org so it's important that all staff understand the big picture and are armed with an "elevator speech". #npmc

A2: We raised the awareness of all the free community program that happens during the year. #npmc

MT @heatherisabel Sharing key messages + good internal comms plan allows all staff (not just mar com team) feel armed + empowered... #npmc

"Mission" is big. Key messages = most important nuggets of mission. Critical components of all communications. #NPMC

@sburket I believe msgs r most effective when adapted for audience. Each platform may have different audience, so tailor #NPMC

a2) a strong key msg platform builds the brand because it unifies the organizational voice #npmc

MT @heatherisabel: it's important that all staff understand the big picture and are armed with an "elevator speech". #npmc

@mayawalkca @mo_flow Of course -the communication team (of 2) work off a sharable key message calendar for all areas of our business #npmc

Definitely! MT @girardinl @sburket Msgs most effective when adapted for audience. Each platform may have diff audience, so tailor #NPMC

@mayawalkca @mo_flow This way, staff know what the themes are during any given time period + enables independent sharing of key msgs #npmc

A2 Clear & consistent well-crafted messages help your org reach its goals. So create msgs specifically w/goals in mind. #NPMCNPMC

So I'm hearing that key messages allow for clarity, consistency, stories well shared, awareness raised, goals met... #npmc

@heatherisabel @mayawalkca @mo_flow Do non-comms staff, or board, use your key messages, too? In what context/s? #NPMC

@OPgrrl @mayawalkca @mo_flow Yes, all staff, board + volunteers. Nothing to scripted, easily adaptable "core ideas"... #npmc

Taking @OPgrrls's Q to the group as Q2b: Do non-comms staff, or board, use your key messages, too? In what context/s? #NPMC

@OPgrrl @mayawalkca @mo_flow ...this is esp. useful b/c many staff have social media networks, empowers them to carry the msgs forward #npmc

MT @mo_flow: Q2b: Do non-comms staff, or board, use your key messages, too? In what context/s? #NPMC

@OPgrrl @heatherisabel @mayawalkca Yes! Staff, board (& volunteers) are all brand ambassadors. Give them message training #NPMCNPMC

@mo_flow Q2b I actually think that's the hardest part. W/O opt-in internally external messaging can be problematic in my context #npmc

One org's board are given an Altoids container w/ cards containing key messages & stories. Handy reference for any time, even offline. #NPMCNPMC

Do you all find that well-defined messages help with mission creep? #npmc

Does your key msg change on different platforms? If so, how? #npmc

As a nonprofit organization in #literacy we try to focus on one key message: literacy matters at home, at work & in school #npmcnpmc

A2b: The more people that can genuinely talk about key messages, the better. Just make sure they are nice and clear. #npmc

Remember: since I'm facilitating, no need to @ reply to my Q's. Just include the hashtag. :) #npmc

@margaux_omalley Wow! I love the message-in-an-Altoids-box idea! #NPMC

I'm reminded of the age-old game of "telephone"... :) #npmc

@heatherisabel @OPgrrl @mo_flow agreed - building momentum/opt-in is important for this element #npmc

@margaux_omalley Ooh I love that. Fun and portable. I've done wallet cards for same purpose. #NPMC

@marissapaige I think maybe how you present them, but if we have too many they get lost on our audience. #npmc

@girardinl Agreed! Share the info with each audience in a way/style that works best for them to easily receive &understand it. #NPMCNPMC

MT @adeburger @girardinl Agreed! Share info w/each audience in a way/style that works best for them to easily receive &understand it. #NPMCNPMC

@margaux_omalley @sburket If yr messages aren't helping prevent mission creep, you may need to fix your messages! #NPMC

@mo_flow @marissapaige Yes - ideas stay the same, but how those are presented shift based on platform/audience ex. Facebook v. Twitter #npmc

@SeattleSeneca @heatherisabel do you have an example to share? :D #npmc

@adeburger Exactly! My fave example: Planned Parenthood talks to young ppl, parents, healthcare pros. Different msgs, platforms #NPMC

@marissapaige Key msg doesn't change, just how it's expressed so that it makes sense for the platform/audience #npmc

@marissapaige our board is not tech savvy, for them hard data works, on social media images, newsletter we use storytelling. #npmc

@marissapaige @SeattleSeneca ...on Facebook, personal stories about parents + children reading together have more impact #npmc

Q3. What do our spokespeople/content creators need to believe/feel to buy in/use key messages? #NPMC

@marissapaige @heatherisabel we also have different voices help tell the story, that way it isn't always 'propaganda' #npmc

Even in the NFP world, communications is about selling an idea, but to do that effectively, we must adapt msgs for different audiences #npmc

@mo_flow Q3 Not to be argumentative- but if spokespeople.contentn creators do not ACTUALLY believe message then your sunk imho #npmc

Thanks @adeburger @SeattleSeneca @heatherisabel for your insights! #npmc

@mayawalkca Ha! True! What I meant was buy in to *using* specific key messages, which can seem prescriptive/corporate. #NPMC

A3. To use "key messages" our spokespeople will need to feel their vision / motivation / goals for the work are included. #NPMC

From discussion, sounds like part of A3. from @heatherisabel is that they need to feel guided, not scripted. #NPMC

A3: Not everybody supports an org for the same reasons. Some msgs just don't land. #npmc

IMO Q3 is more about motivating people to share, & guiding them so message is consistent, while not squelching speaker's own voice. #NPMCNPMC

@mo_flow ah - I think they need to experience it works - not see it in data. When they see relationships being created they buy-in #npmc

MT @margaux_omalley A3 about motivating people to share, & guiding them so message is consistent, while not squelching speaker's voice #NPMCNPMC

@mo_flow Definitely. + important to talk about long-term goals, ground key msgs in "big ideas" we're saying X to generate change in Y. #npmc

@margaux_omalley that's a great point, if it isn't an individual's own voice they won't have the same passion when talking about msg. #NPMC

MT @mayawalkca A3 they need to experience it works - not see it in data. When they see relationships being created they buy-in #npmc

So our spokespeople/content creators need to feel included, supported, aligned, motivated, guided, their own voices heard #NPMC

Well said! MT @SeattleSeneca: If it isn't an individual's own voice, they won't have the same passion when talking about msg. #NPMC

Serious technical difficulties. None of my tweets have even posted. Sorry #NPMC I'm #bummed

Q4. In our work, how do we help spokespeople/staff feel feel included, supported, aligned, motivated, guided, voices included? #NPMC

@SeattleSeneca true - any experience how to gauge success based on context? #npmc

A4. Gratitude! :) #NPMC

A3: Question: How have others dealt with push back toward key messages? #npmc

@margaux_omalley Yes. A natural expression of msg rather than tightly scripted, req'd phrasing. They have to be capable of this though #NPMC

Again drawing from @heatherisabel for A4. key message development must be grounded in long-term goals, org's 'big ideas'. #NPMC

@adeburger True! For some folks, a pre-written message that they can copy/paste is the way to go. +1 example of multiple audiences! #NPMC

@mayawalkca knowing we get a majority buy helps, having a few messages means we can hit more things people are passionate about. #npmc

@mo_flow 1/2 It's the marcoms team role to make sure all spokespeople/staff feel supported and understand key msgs... #npmc

@mo_flow 2/2 ...but as was said earlier, it's important these msgs can be adapted + personalized so everyone is comfortable! #npmc

a4) we have an internal newsletter that reviews our comms for the week w/ all staff... #npmc

So we need to ensure key messages well understood, developed in alignment with org priorities, demonstrate success and show gratitude! #NPMC

...it helps reinforces key messages and highlights awesome staff members that have demonstrated our mission through their work #NPMC

@SeattleSeneca fair enough - thanks for taking time to reply! #npmc

Q5. My goodness - time's up. Very quickly: What stood out for you today’s? What do you want to put into practice? #NPMC

@heatherisabel @mo_flow Agreed! A4. Helpful to have multiple stakeholders participate in creating the key messages, too. Yes? #NPMC

@SeattleSeneca #NPMC A3: When i wkd @ NP, we used 5% rule. 5% will alwys push back, 5% will alwys follow. We spent R energy on the 90%

@heatherisabel @mo_flow do you have examples of strategies how to personalise? #npmc

A4: At a previous job, the General Director and design staff to shared their vision of the production with the entire staff. #npmc

@mo_flow Q5 internal relationships need to be established if messaging is going to be successful externally #npmc

@mayawalkca @mo_flow On social media, it's important to have your own voice - share key msgs in a way that appeals to your audience #npmc

MT @OPgrrl: It's helpful to have multiple stakeholders participate in creating the key messages, too. #NPMC

Seems like this chat can go on for another hour (and I hope it does), but my duty to officially close and thank you all. #NPMC

@mo_flow Reminded me to update our key messages calendar ;) It needs to stay refreshed so the content doesn't go stale! #npmc

@heatherisabel @mo_flow that's helpful - by own voice then you mean the messenger sharing in their own way? #npmc

Apologies if I didn't keep up with every @reply. We were fast moving again and I was having many tech issues. Transcript to come! #NPMC

@mayawalkca @mo_flow Exactly - so they can best connect with their own unique audience. #npmc

@mo_flow A4 Demonstrate relationships actually established through their work #npmc

Please @ message me any time with topic ideas for future #NPMC chats! Save date/time for next chat: Thurs, October 30 at 1 pm ET.

@mo_flow As always Marlene, thanks for organizing & summarizing the idea/thought generation. Thanks to all for sharing your insights! #NPMCNPMC

@mo_flow thx again - always a great learning & use of time :) #npmcnpmc

What @adeburger said. Thank you for organizing, asking, synthesizing. Have a good afternoon, #NPMC tweeps.