We’re going back to basics about foundation strategic communications planning, so smart communicators in philanthropy can get that refresher they want but might not ask for.

We believe in the power of simple and direct communications plans because they do a number of things for your organization:

• Alignment – Help senior leadership, board, staff and others align under a common goal
• Focus – Help your foundation focus on sharing stories of impact that connect with communities
• Strategy– Through strategies and tactics, communications plans provide a pathway to share ideas and impact in a smart and systematic way

But we know putting a plan together is easier said than done, so let’s review the components of a strategic communications plan to make sure your next plan is in tip-top shape.

Goal – The best goals can be measured — so, if we’re being honest, “raising awareness” generally isn’t a great goal unless you can be more specific. For example, raise awareness of our organization’s mission among women age 50-65.

Audiences – Who do you want to engage with? Who do you need to share information with and when? These are all things to consider when you’re completing the target audience portion of your plan.

Positioning – You don’t see this in all nonprofit communications plans, but we think it should be there. Positioning helps you think through how you want or need your organization to be perceived in relation to your goals and provides a unique frame of reference.

Key Messages – What information needs to be communicated? Keep this simple — up to three primary key messages will help you focus. When you create talking points for board members or staff, you can build on these key messages.

Strategies – Strategies are bigger than tactics. Your strategy might be to engage with women age 50-65 when they are most receptive to your organization’s messages.

Tactics – The tactics are the steps to help you achieve your goals. You might host cocktail events and partner with certain high-end retailers to get in front of this audience.

Timing – This isn’t simply saying a press release is going to be shared on Monday. Timing and sequencing of those steps can and should be used to your strategic advantage. Maybe there’s a better time of year to reach this audience that you should consider.

These are the basic to get you started.

What other elements have you included to help you take your plan from good to great?