Strengthening Nonprofits in the New Media Environment

Helping Grantees Become Communicating Organizations

In 2005, the Woodcock Foundation asked its grantees to name their biggest challenge. Their answer? Being heard in the complex and crowded new media marketplace. The foundation worked with Hattaway Communications to create an exciting new program called BeHeard, which provides a mix of marketing tools, customized training and hands-on support to help nonprofits become stronger communicating organizations.

A pilot program involved nine of Woodcock’s grantee organizations, from local service organizations like City Year New York, to statewide nonprofits like Common Good Ventures in Maine and international advocacy groups such as the International Women's Health Coalition. Working closely with the grantees over a two-year period, our team addressed challenges and needs common to all of the participants.

Hattaway Communications worked with each group to assess their existing communications efforts, including their branding, positioning, marketing collateral, web presence and more. Most had difficulty describing their work in a compelling way that differentiated them from other groups. Many were unsure how best to utilize technology to reach their audiences.

To find cost-effective solutions, our team drew on techniques from business, politics, grassroots organizing and digital technology. We adapted a powerful model used by the world’s most successful brands to create inspiring messsages and engaging campaigns. We also designed cost-effective solutions to make business-class marketing tools available to nonprofit organizations, such as online market research and viral marketing.

Grantee organizations improved their ability to communicate with their key constituencies. Participants report that their messages are more inspiring, their communications are reaching new audiences, and their stakeholders are more engaged in their work. And the Woodcock Foundation, by strengthening the capacity of its grantees to mobilize people in support of their missions, was able to enhance the impact of the funding it provides.

The BeHeard program is now available to other foundations that want to help their grantees become stronger communicating organizations.

Services

• Research
• Asset inventory
• Strategy
• Branding and message development, including Message Manual and Brand Manual
• Website development
• Training

“After working with the BeHeard program, we’ve learned that communicating is not just what we do, it’s who we are. It’s an essential part of advancing our mission.” – Steven Dawson, President, PHI

“BeHeard helps nonprofits use powerful tools and techniques to transform the way they communicate.” – Alex Cole, Hattaway Communications