As the internet continues to grow and evolve, there are more opportunities for nonprofits to connect to potential donors, volunteers and others who have an interest in the causes they serve, while using the media as a conduit.
A new tool to help organizations spread the word of their work more effectively is from The John S. and James L. Knight Foundation. They have a new online tool, Knight News Release Workshop, that is a step-by-step guide to creating a media plan and writing a news release. Information includes tips for success, things to avoid, sample news releases and a news release worksheet.
The most interesting information I found was on the Flesch Score, also known as the Flesch Reading Ease scale. The Flesch Score tells you how readable your words are on a scale of 0-100; the higher the score is, the more readable the copy. You can find the tool in Microsoft Word and it can help you to communicate more clearly with all of your audiences, which can help all of us in our daily work. But I will admit it can become a bit of an addiction (this paragraph has a Flesch Reading Ease of 67.3).
good2gether is a social media web service that allows nonprofits to enter information about their organization, events, volunteering opportunities, donation needs, etc. into their platform. That information is then distributed to good2gether’s high-traffic partner websites in two ways:
- Do Good Channels, which have expanded information on nonprofits in a separate section of an existing website to present opportunities to connect with nonprofits.
(Example: dogood.boston.com) - The connect2cause widget brings nonprofit information alongside a relevant story on partner websites. A news story about a hurricane, for example, would have information on that page about nonprofits that were supporting the relief efforts, for readers to be able to donate, volunteer, or get more information immediately.
Another social networking tool is Help a Reporter Out. Peter Shankman, the site’s founder, works in PR, and there are many reporters who call him for sources. After you enter your contact information on his website, up to three times a day you’ll receive an e-mail from him with journalists who are looking for information on a particular subject. He receives the requests directly, and includes contact information in his e-mail if you are able to help.
Join the conversation: What other tools are out there to help nonprofits get their information out or help shape and refine those messages?
- Megan Sullivan, MCF’s communications associate
My new nonprofit communications and marketing blog–IMPACTMAX–features a Free Tool of the Week, which directs nonprofits toward great online communications resources–just like the Flesch tests you mentioned.
As I’ve watched the perfect economic storm develop for foundations and nonprofits, I started a blog to help Minnesota foundations and nonprofits navigate the dangerous opportunities of 2009. http://impactmax.wordpress.com
As former head of communications at the Minneapolis Foundation and The McKnight Foundation, I know what a risk cutbacks pose for small, medium, even large nonprofit communications shops. Your budget is slashed at the very time your organization needs effective, strategic communications the most.
My goal is to offer free counsel and online resources on a range of communication topics, especially optimizing your use of cost-effective Web 2,0 strategies. One section of my blog outlines Six steps to social media savvy–a nonthreatening way for nonprofits to start using these tools.
Next month, I’m hoping to add a library of social media case studies and best practices to provide more inspiration. I’d love it if you’d leave a comment about any topics you’d like me to cover in future posts.