What are the key ingredients for the communications and marketing secret sauce? What makes success? In this lunch and learn workshop with Journalists for Human Rights, we uncover what needs to go into every communications and marketing strategy. With case studies from the nonprofit industry, we look at concrete successes and failures.

1. A Workshop
for Journalists
for Human
Rights
COMMUNICATIONS
SECRET SAUCE

3.  Brand or mission
 Improvement in brand awareness
 Relationships
 Improvement in or establishment of relationships with stakeholders
 Behavioral
 Increases in specific actions like donations, rights media sharing,
coverage of human rights issues, etc.

4. KNOW YOUR AUDIENCE

5.  WHO are your stakeholders?
 Define them and create a profile for each audience.
 WHERE will you find them?
 Online? Offline?
 HOW will you reach them?
 Which channels make the most sense?
 WHAT will you communicate to them?
 What messages do they want to hear from you?
 What do you need to tell them?

8. IMPORTANCE OF
PROVIDING VALUE

9. IT’S FOR
CONTENT
& COPY!

11. MEASUREMENT IS THE KEY INGREDIENT
IN THE SECRET SAUCE!!

12.  Define your Key Performance Indicators – specific and
quantifiable metrics that JHR finds necessary to its success
 For example: Increase fan base by 20% at the end of the year
 Increase donors by 15% by the end of the year
 Increase number of rights media stories shared online by 5% every
month
 Define your benchmarks
 Measurement is comparative. How will you know if your
communications efforts are successful?
 Benchmark analytics against previous months/years within the
organization or find an org of a similar size and cause to compare
 Remember to keep your goals in mind when defining KPIs

13.  Don’t collect data for the sake of collecting
data. Use it to make informed decisions!
 Don’t just count…understand WHY you’re
getting the results you’re getting

14. OPERATION GROUNDSWELL CASE STUDY:
TRACKING DATA IN EMAIL CAMPAIGNS

15. OPERATION GROUNDSWELL CASE STUDY:
A/B TESTING IN EMAIL SUBJECT LINES

16. OPERATION GROUNDSWELL CASE STUDY:
TRAVEL BLOGGER FEATURES
We interviewed influential
travel bloggers and
featured them on our blog
as a means of gaining
more traffic on our site
from their networks.

17. COMMITMENT IS CRUCIAL TO
COMMUNICATIONS SUCCESS

18. CONNECTING THE DOTS
BETWEEN GOALS, AUDIENCES,
STRATEGY, AND MEASUREMENT.

19.  Strategy Docs
 Editorial Calendar
 Stats Sheet
 Space for Learning

21. LIKES AIN’T NOTHIN’ BUT A NUMBER

22. JHR’S TURN!
Digital
Ambassador
Program

23. Justine Abigail Yu
Communications & Marketing Director
Operation Groundswell
e: justine.abigail@gmail.com
w: www.justineabigail.com
t: @justineabigail