Strategic approach to communication
Let’s explore why understanding your offer is essential. With full clarity on what our offer is, as a YO, we can:
Set up clear communication: Knowing your offer allows you to clearly communicate its benefits and features to the key beneficiaries and other potential groups. This clarity helps in effective communication and promoting effectively what you do for the target audiences.
Gain beneficiary understanding: A deep understanding of your offer enables you to better identify and meet the needs and preferences of your target audience. This leads to longer term engagement, satisfaction and loyalty.
Create your YO advantage: Being direct and competent in what you offer helps you differentiate and stand out in your local environment. Planning serves to highlight unique features and advantages that the stakeholders and local community can clearly recognize in your YO and appreciate, get inspired and engaged in.
Do proper strategic planning: Knowing your offer is essential for strategic planning of all YO’s functions including communication. It allows you to make informed decisions about your YO’s management, programs, resources and communications strategy.
Plan adequate promotion & training: It equips your projects team with the necessary knowledge to effectively build the communication around the offer and provide high-quality youth work service. Training staff on the specifics of your offer ensures they can answer any questions and resolve issues competently.
Keep track of innovation and improvement: Understanding your current offer and tracking its relevance helps identify areas for improvement and opportunities for innovation. This continuous improvement focus can keep your YO reputable and influential.
Build brand consistency: Every YO with longevity and quality development in mind turns into a brand name. A thorough knowledge of your offer ensures consistency in organizational recognition and quality standard (which are key characteristics of a brand) and messaging across all communication channels, for various target audiences. This consistency reinforces your YO identity and builds trust with the stakeholders.
How YOs should formulate their communication goals
While many communication goals exist, some are particularly relevant for YOs:
BUILDING REPUTATION – Establish your YO as a trusted leader in your field, fostering respect and credibility.
ENGAGING EXISTING SUPPORTERS – Strengthen relationships with current followers, donors, and volunteers to build a loyal community.
TASK MANAGEMENT – Use communication to streamline internal processes and achieve specific goals (e.g., promoting an upcoming volunteer event).
Introduce your YO and its cause to a wider audience of potential supporters.
Highlight the impact of your existing programs and inspire participation.
Mobilize young people to join forces and create a new project
Grow your social media presence to increase reach and engagement
Build a reputation as a youth development expert and influencer
Offer ongoing support and resources to your existing community
Reflect on your plan.
Gather your team and revisit your YO’s strategic plan. Discuss your vision, mission, and strategic goals.
Communication as a catalyst. Brainstorm how communication can help you achieve these goals.
Define your goals together.
Work with your team to write down clear, measurable communication goals.
Before doing all of this, take some time with your team to reflect on the core values that define your YO. What truly matters to you? What principles drive your work? By articulating your core values, you create a foundation for a strong and impactful organization. Remember, your values are the compass that will lead you towards achieving your vision, ensuring that your YO leaves a lasting positive impact on the world.
If you wish to learn more about preparing an effective action plan, take a look at the chapter ACTION PLAN PREPARATION- TIPS AND TRICKS