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toolbox

World changing communications are part art, part science. At Resource Media, we have been working in the field long enough to know there is no set formula for campaign success. But there are certainly some time-tested tools and techniques that can help you change hearts and minds. This toolbox contains some of our favorite guides, worksheets, and presentations on strategic communications. As a nonprofit ourselves, we appreciate the resource constraints facing our clients, so the guides below are designed to help you work smarter, not harder.

Lazy, selfish, entitled millennials: Your new target audience

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I don’t normally consider myself representative of my generation. I pride myself on my “old soul” that superficially separates me from my “lazy, selfish and entitled” peers. But after seeing a recent Huffington Post article proving once again that I belong to the “giving generation,” I’m just about shout-from-the-rooftop proud to be a millennial.

The nickname stems from a series of studies examining the beliefs, attitudes and behaviors of millennials toward philanthropy. The results of last year’s Millennial Impact Report found that 84 percent of millennial employees surveyed made a charitable donation last year. Another 70 percent spent at least one hour volunteering and 37 percent of those did up to 10 hours.

So much for selfish, huh?

So how can your organization tap into this hidden gem of donors and volunteers? Here are a few tips:

  • Improve your website: Online is the first place millennials go to learn anything about just about everything. That being said, if it takes longer than a few clicks to get the information we want, we’ll likely give up or find another site to look through. Make sure your website is both easy to navigate and visually appealing—make us think twice before moving on.
  • Go mobile: Mobile giving is the most preferred method of giving for millennials. (A 2013 study said 62% of millennials would give via mobile phone.) Make sure your website is mobile-friendly and utilize social media sites, like Twitter and Facebook, to get donations or volunteers. The easier and quicker we can donate or sign up to volunteer the most likely we will.
  • Increase your social media presence: Social media is so important it deserves its own bullet point. The Millennial Impact Report found millennials are greatly influenced by our peers and are more likely to donate or volunteer when asked by someone we know. And where do we find out what our peers are up to? Social media. Use this to your advantage by posting interesting, sharable content regularly, encouraging dialogue on issues via comments and hashtags, or setting up challenges for us to complete then challenge our friends to do.
  • Be explicit about our impact: Millennials want to know we’re doing something. We want to invest in cause, not simply donate to a charity. Prove we’re making a difference by telling us a story about how our time and money has made a positive change or measuring our contribution in a way that shows our impact ($15 is 15 new trees planted, for instance).
  • Don’t just ask for money: Studies show millennials are more likely to donate time than money. We want opportunities to meet new people, enhance our expertise, and be a part of something. Use this to your advantage by hosting a variety of fun volunteering events that require varying levels of skill and expertise.

If millennials aren’t already a target audience for your organization, make them one, because this generation is big, smart and ready to change the world.

-Quinn Sanderson, former intern

Broadcasting Tips

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Tips for connecting with host, the microphone, and the camera LEARN MORE (PDF)

Info.gram Tutorial

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Learn how to create interactive infographics on info.gram, an online infographic generator LEARN MORE (PDF)

Building a Message

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Use this worksheet to develop a strong message to support your advocacy goal. LEARN MORE (DOC)

Ecosystem Services Messaging

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Bypassing the jargon to convey the value of ecosystem services.  LEARN MORE (PDF)

PicMonkey Photo Editing Tutorial

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Learn how to edit photos, create memes and design graphics with PicMonkey. LEARN MORE (PDF)

How to Make Facebook Work For You

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Maximize your reach on Facebook with these tips. LEARN MORE (PDF)

Managing a Photo Library

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Make the most of your photo library with this easy tutorial.  LEARN MORE (PDF)

Mobile video tips

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Make a big splash using mobile video platforms like Vine and Instagram. LEARN MORE (PDF)

Creating effective infographics

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Visual communications isn’t a beauty contest: content is still king. Five steps to shareworthy infographics.  LEARN MORE (PDF)

Social media measurement

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Track the results of online outreach using this simple social media worksheet. DOWNLOAD (XLS)

Mastering Social Media

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Grow your reach by choosing the right online channels and content. LEARN MORE (PDF)

Blockbuster Blog Posts

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Here’s a checklist to make sure your blog posts have the greatest chance of catching fire. LEARN MORE (PDF)

Communications Planning Workbook

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A step-by-step guide for developing winning communications plans. LEARN MORE (PDF)

Talking Law

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New communications strategies for environmental litigators. LEARN MORE (PDF)

Building Strategic Alliances

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A handbook for mobilizing conservation voices. LEARN MORE (PDF)

Bridging the Divide

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Strategic Conservation for the Rural West. LEARN MORE (PDF)

SEO Guide

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How to capture more search traffic by understanding and addressing audience interests. LEARN MORE (PDF)

 

Messaging Forest Protection in an Era of Global Warming

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Focus on primary values like health, safety and prosperity to build support. LEARN MORE (PDF)

Messaging and Delivery

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Cut through the noise with the right language and spokespeople. LEARN MORE (PDF)

Managing Controversy on Facebook

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Create space for healthy dialogue, but set ground rules to keep things respectful. LEARN MORE (PDF)

Frame Your Campaign to Win

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Build a story around your work that taps into shared values and offers a solution. LEARN MORE (PDF)

Blogger Relations Guide

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Don’t just pitch a blogger. Build a relationship. Read and amplify their content. LEARN MORE (PDF)

10 Ways To Make Your Photos More Visible on Flickr

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Pictures can speak volumes, but first they have to get seen. Our top tips for increasing views. LEARN MORE (PDF)

Strategic Communications Planning Outline

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A handy template for mapping out your campaign priorities and plan of attack. LEARN MORE (PDF)

Reporter Rules of Engagement

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You have a job to do. They have a job to do. Tips for working well with reporters. LEARN MORE (PDF)

Navigating the Changing Media Landscape

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Getting your story out in today’s competitive news environment. LEARN MORE (PDF)

Making News

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Tips from former reporters on how to recognize, package and pitch a good story. LEARN MORE (PDF)

Media Relations Handbook

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Keep this by your phone so you’re never unprepared for a press call. LEARN MORE (PDF)

5 Steps to Build Your Twitter Presence

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Find and connect with key influencers and decision makers in 140 characters or less. LEARN MORE (PDF)

Broadcast Interview Tips

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From dressing the part to mastering the microphone, tips to ace a television or radio interview. LEARN MORE