What is a Communications Plan and how to create it for your NGO?

A communications plan is a document that guides the external communications efforts of an organization. It helps an NGO strategically focus its communication and outreach efforts around a certain set of goals – usually the mission and objectives of an organization. A communications plan is necessary to help an NGO effectively promote its work in the public and donors’ eyes.

Before you create your communications plan, there are a few considerations to take into account:

• Budget: Despite there being a variety of free communications channels on the market, the reality is this: it often takes money to communicate effectively with large audiences. From printing costs to media house stipends to sponsored social media ads, it is essential you have a sense of your communications and marketing budget before dreaming big with your communications efforts.
• Capacity: Does your NGO have the staffing ability to create, maintain, and use a communications plan? While a communications strategy is an essential part of any organization no matter its size, you must have a champion on your team to lead this process in the long-run.
• The executive will: Does your NGO’s executive team believe in the value of a communications plan? Often these are the people communicating to the widest group of people about the organization. It is necessary to ensure they are on board before getting started with any workshop or planning.

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