Timeless Tips for Greater Impact
by Laura Bradley Davis, Spring 2019

1. Before You Plan…Assess
I’m often contacted by nonprofits eager to plan for the future, but unrealistic timelines, board pressures, or other imperatives compromise their willingness to make time for a thoughtful assessment to first understand where their organization is and how they got there. Before jumping into strategic (or communications) planning, it is vital to do research, talk to stakeholders, and test long-held assumptions about efficacy, reputation, staff capacity and morale, and the changing operating environment. This step is critical, not only to build internal understanding and buy-in, but also to identify knowledge or resource gaps and determine strategic priorities. In some cases, a little R&D may show that what’s really needed is an updated staffing plan, a facilities plan, management training or other capacity building before – or in conjunction with – a strategic planning process.

2. Brands Are Made From the Inside Out
My professional first love, and central to all LBD Consulting projects, is strategic communications. I believe everything an organization does—from developing programs, to hiring and managing staff, to fundraising and contacting stakeholders—is a form of communication, and doing it effectively, internally and externally, is vital to success. Woe to the organization that views communications as the purview of the marketing team or sees their brand as the sum of their logo, website or social media campaign. Worse still is the persistent habit of devising content, programs, or strategies among a closed circle of “experts” and later handing it off to marketing and development colleagues to get the word out and the constituents engaged. Integrated planning and effective internal communications on the front end are vital in today’s 24-7, multi-platform, two-way media environment. When a client comes to me thinking they have a “PR issue,” more often than not, what’s required is a closer examination of their processes, programs, and audiences (see the importance of evaluation above).

3. Great Presenters Aren’t Necessarily Born That Way
While some people are naturally gifted orators, great presenters are not necessarily born with it—they can be made. Having worked with dozens of nonprofits, large and small, I am struck by how often organizations fall short when it comes to the professional development of their staff in this regard. Investing in the communication and public speaking skills of your staff—from senior leadership to emerging managers—can be transformative. Whether a staffer is preparing for an important presentation or media interview, or simply in need of some polish to inspire a team or engage with donors, a few hours of one-on-one coaching can be an enormously helpful towards building skills, understanding audiences and ensuring a seamless, high-impact delivery.