Proactive Communications: A Foundation's Guide

Hello there, change makers! Let's dive into the world of proactive communications for foundations. In philanthropic communications, it's not just about reacting to what's happening around you; it's about leading important conversations, changing hearts and minds, and making a real impact. Here are some strategic questions every foundation team should consider when it comes to proactive communications.

1. Does it Help Us Reach Our Goals?

First things first: Does the communication move your foundation closer to its goals? Whether it's raising awareness, driving policy change, or rallying the community, every communication initiative should be closely tied to broader organizational or programmatic goals.

2. It is Totally "Us"?

Next up: Does the message vibe with your brand? Each foundation has a unique brand identity shaped by its mission, values and priorities. For example, if your foundation is known for its openness and transparency, your public communications should reflect these traits. (And if it's time for a brand tune-up, we can help with that, too!)

3. Are we the most credible messenger?

Foundations must assess whether they are the most credible voice on a particular topic, or if partnering with external experts, community leaders, or grantees would enhance the message's authenticity.

4. Is the risk worth the reward?

Proactive communications inherently involve a degree of risk, especially when addressing sensitive or controversial topics. Foundations should conduct a thorough risk assessment, evaluating potential backlash, reputational harm, or unintended consequences of their messaging. However, alongside risks, foundations should also consider the rewards of proactive communications, such as increased visibility, stakeholder engagement, and impact amplification.

5. How are we engaging our community?

Collaboration is a cornerstone of effective philanthropy, and the same principle applies to proactive communications. Foundations can amplify their message and broaden their reach by engaging key stakeholders in their messaging and outreach. By harnessing the collective strength of their communities, foundations can leverage shared resources, expertise, and networks to drive meaningful change and advance common goals.

6. How are we measuring and reporting on impact?

The ability to measure and report on the impact of your communications initiative or campaign is essential for continued internal stakeholder buy-in and engagement. Establish clear and measurable goals for your communications initiative using the SMARTIE or similar framework. Then, identify the Key Performance Indicators, or KPIs, that will help you track progress against those goals. Establish a regular cadence for reporting on the progress of the initiative, and be sure to recap and evaluate the campaign at its conclusion so that you can reference and build on both the successes and lessons learned.

Final thoughts

Proactive brand communications can be a powerful tool for foundations to drive impact, advance their missions, and foster positive change. By developing and executing a communications strategy that takes the above considerations into account, foundations can navigate the complexities of proactive communications with confidence and purpose.