Communications Manager of Non-Profit Persona

Role of The Communications Manager

Job Title(s): Communications Manager, Public Relations Manager, Marketing Communications Coordinator
Department: Communications/Marketing
Reporting Structure: Reports to the Director of Communications or Executive Director
Responsibilities:

• Developing and implementing communication strategies to promote the organization’s mission and programs.
• Managing the creation of engaging content for various platforms including social media, newsletters, press releases, and the organization’s website.
• Building and maintaining relationships with media outlets and journalists to enhance visibility and coverage of the organization’s initiatives.
• Coordinating public relations efforts and managing crisis communication when necessary.
• Analyzing communication metrics to assess the effectiveness of campaigns and adjust strategies accordingly.
  Key Performance Indicators:
• Media coverage and mentions in relevant publications.
• Engagement rates on social media platforms (likes, shares, comments).
• Growth in newsletter subscriptions and open rates.
• Website traffic and user engagement metrics.
• Audience perceptions and feedback through surveys and focus groups.

Additional Persona Notes: Focuses on storytelling to connect with donors and stakeholders. Requires tools for content management, analytics, and audience segmentation.

Goals of A Communications Manager

Primary Goals:

• Enhance brand awareness and visibility of the organization.
• Develop and execute effective communication strategies to engage stakeholders.
• Increase donor and volunteer engagement through targeted messaging.

Secondary Goals:

• Improve social media presence and engagement rates.
• Establish partnerships with local media for coverage.
• Provide training and resources for staff on effective communication practices.

Success Metrics:

• 30% increase in social media engagement metrics.
• 15% growth in donor contributions year-over-year.
• 25% increase in newsletter open and click-through rates.
• 5 new media partnerships established per year.
• 80% of staff reporting improved communication skills post-training.

Primary Challenges:

• Limited budget for marketing and communication initiatives.
• Difficulty in measuring the impact of communication efforts.
• Need to maintain consistent messaging across various channels.

Secondary Challenges:

• High competition for donor attention and engagement.
• Managing a diverse audience with varying needs and interests.
• Keeping up with rapidly changing digital communication trends.

Pain Points:

• Struggling to create compelling content that resonates with supporters.
• Balancing time between strategic planning and daily communication tasks.
• Overcoming the challenge of limited resources for outreach and promotion.

Primary Motivations:

• Raising awareness for the organization’s mission and causes.
• Engaging and mobilizing the community and stakeholders.
• Building and maintaining a positive public image for the organization.

Secondary Motivations:

• Enhancing donor relationships and increasing funding opportunities.
• Fostering partnerships with other organizations and stakeholders.
• Ensuring effective communication strategies are in place to support organizational goals.

Drivers:

• Passion for social change and community impact.
• Desire to effectively convey stories that resonate with audiences.
• Commitment to transparency and accountability in non-profit communications.

Primary Objections:

• Limited budget for communication tools and resources.
• Difficulty in measuring the effectiveness of communication strategies.
• Lack of time to implement new communication technologies.

Secondary Objections:

• Concerns about the reliability of new communication platforms.
• Resistance from team members to adopt new communication practices.
• Uncertainty about the return on investment for communication initiatives.

Concerns:

• Ensuring consistent messaging across all channels.
• Maintaining engagement with the community and stakeholders.
• Balancing transparency with the need for privacy in sensitive communications.

Preferred Communication Channels:

• Email for official communications and updates.
• Social media platforms for outreach and engagement.
• Website content management for information dissemination.
• Press releases for media relations.
• Newsletters for stakeholder communication.
• In-person events for relationship building and networking.

Information Sources:

• Non-profit industry publications and blogs.
• Webinars and online courses on communications strategies.
• Networking events and conferences in the non-profit sector.
• Research reports on non-profit trends and best practices.
• Social media groups and forums focused on non-profit communications.

Influencers:

• Non-profit sector leaders and executives.
• Communications experts and consultants in the non-profit field.
• Social media influencers advocating for social causes.
• Journalists and bloggers covering non-profit stories.
• Foundations and grant-making organizations with a strong media presence.

Key Messages:

• Advocate for social change and community empowerment.
• Raise awareness about critical issues affecting our community.
• Engage supporters through impactful storytelling.
• Promote transparency and accountability in our operations.
• Encourage collaboration and partnerships for greater impact.

Tone:

• Empathetic and compassionate.
• Motivational and uplifting.
• Honest and transparent.

Style:

• Conversational and approachable.
• Clear and informative.
• Visually engaging with the use of graphics and imagery.

Online Sources:

• Nonprofit Quarterly
• Charity Navigator
• Chronicle of Philanthropy
• Nonprofit Hub
• TechSoup

Offline Sources:

• Networking events and conferences
• Workshops and training sessions
• Board meetings and strategic planning sessions
• Community engagement events

Industry Sources:

• National Council of Nonprofits
• Association of Fundraising Professionals (AFP)
• Independent Sector
• Nonprofit Leadership Alliance