Insights - Cause Communications

Collaborate for Greater Impact

June 21, 2021

Cause Communications

Collaborate for Greater Impact

At Cause Communications, we live by the African proverb “To go fast, go alone. To go far, go together.” In other words, collaborate for the greatest impact. While “working together” is often a rallying cry, a study revealed fewer than one-third of surveyed nonprofits said they had a plan for partnering with other organizations. So what does it take to put this aspiration into practice? The key to reaping the rewards of collaboration lies in applying communications best practices. That’s exactly what we relied on here at Cause when presented with a huge opportunity this Spring.

For the last four years in May, during Mental Health Awareness Month, Cause Communications has helped the Los Angeles County Department of Mental Health (LACDMH) produce WE RISE. This month-long initiative encourages wellbeing and healing through art, connection, community engagement and creative expression. WE RISE 2021 was the most expansive and collaborative yet, reaching tens of thousands of Los Angeles County residents and engaging over 500 partners who, together, affirmed mental health as a community priority.

In the words of LACDMH Director Jonathan E. Sherin, “Our WE RISE campaign is designed as a heart-forward opportunity and movement built to empower our diverse communities to come together for strength and healing.” This year, more so than ever, collaboration was at the heart of bringing that diverse strength together. Thanks to our partnerships – which included more than 300 LA County artists – WE RISE featured more than 125 community programs and 21 art installations all across the county.

Here are four communications best practices instrumental to WE RISE’s success, and that you can use to work with others to create greater impact on behalf of a shared cause.

Lead with listening: Good partners trust each other and the process. To build trust and benefit from the wisdom, experience, and perspective of each partner, prioritize listening. For WE RISE, we started by making sure the right people were in the room and then developed ways of working together that ensured these key voices – experts in the field, members of our target audience, and dynamic artists and curators – were heard at every step of the planning process. One of the ways we solidified this practice was by establishing regular team check-ins. This simple act of meeting before, during, and after the initiative had tremendous benefits: We were able to spot connections and new opportunities across team members’ work, streamline planning, be more efficient with resources, continually learn from each other, and ultimately, provide a better experience for participants. These check-ins also made it easy to celebrate each other’s wins and milestones – a key to staying positive and motivated through a complex project.
Put audiences first: Understanding your audience’s challenges, interests, and behaviors is key to creating an experience that is meaningful and effective – from the substance of the programs to the ways you communicate about those offerings. That’s especially helpful in the context of collaboration: Our WE RISE partners, the majority of whom were community groups that already represented and engaged the residents we were trying to reach, provided insights about our audiences that we would not have known working on our own. Additionally, keeping our audiences at the center of every WE RISE conversation made it easier to establish cohesive, shared goals that all our partners could rally around.
Amplify your voice: One of the many benefits of collaboration is that partners can offer “power in numbers” – especially when it comes to getting your message out there. Each organization involved in WE RISE exponentially multiplied the number of megaphones available to get the word out. Even more importantly, we had messengers who were already known and trusted by our audiences, enabling us to build on these relationships in ways that were authentic, relevant, and culturally and linguistically appropriate. In this way, collaboration and partnerships strengthened our ability to attract and engage audiences who would benefit most from the WE RISE experience.
Set partners up for success: It’s not enough to simply ask your partners to help spread the word. Make it easy for them to contribute to your shared goals and tap into their own unique strengths and networks. WE RISE partners were equipped with toolkits filled with graphic assets, branding guidelines, and unified messaging. In addition to saving our partners time, this support also enhanced the effectiveness of the outreach campaign overall. To participants, everything felt like one, single initiative that was easy to recognize and navigate all across the county.

Effective collaboration made it possible for WE RISE to truly be an initiative “by the community, for the community.” Together, WE RISE delivered resources, hope, and connection at a time when they were needed most. And this year’s experience underscored just how much we all need each other to make lasting, positive social change.

Looking for more tips and tools on building networks and partnerships? Check out our free Communications Toolkit.

Creating Change:
Are the Right People in the Room?

May 14, 2021

Cause Communications

Creating Change: Are the Right People in the Room?

At Cause Communications, we often ask: Are the people in the room the “right” ones who can do anything about the problem we want to solve? And are we even clear who the “right” people are?

The audiences we are trying to influence and the communities we aim to serve need to be represented, to be sure our messages and materials resonate. But too often, especially in the issues and advocacy space, we focus on what we WANT to say versus what we NEED to say to reach and influence others.

Being clear about our goal – what we are trying to accomplish and the purpose behind whatever we are creating – ensures we consider all audiences and voices. Who has a stake in our cause? Who will feel its impact? Will it be positive or negative? Who can shine a light on unintended consequences, and which potential funders and policymakers can help push our cause forward?

What follows is a set of questions we are developing – first, as a collaborative exploration, and then ultimately, as a capacity building tool for the field. This is not a checklist, rather a set of prompts to invite deep thinking, reflection and discussion. It is a foundation for a process that can help us all build the rooms where change happens. Read on and then let us know what you’d add.

What is the ecosystem of our cause?

Every cause has a context and moves within an ecosystem of social change. To understand the ecosystem of your cause, start by asking: Who are we trying to reach and why? How has progress been made in the past? Who is doing the same sort of work or complementary work? Cause Communications offers free tools and mini-courses to identify the people you want to reach, understand the landscape of your cause, and uncover potential networks and collaborators.

Are we being inclusive?

Too often we enter conversations with preconceived ideas or a point-of-view that diminishes the opportunity for new solutions. But real change takes a village. And we can’t talk at the groups we want to reach: authentic communications are a two-way conversation. A recent discussion on building people-powered movements reminds us, “It’s critical to not only attract engagement broadly, but to also proactively go out, identify communities that are most impacted, and invite them to work with you without tokenizing them.”

Who is defining the issue or the problem?

The first step towards inclusive problem solving is inclusive problem defining. Do the people we’re trying to help think there’s a problem? If so, how do they define the issue? What do they think is causing it? What is their experience? This is an opportunity to learn from and honor different perspectives, and even different ways of processing information.

Are we “pretend listening”?

Engaging different perspectives early on helps avoid the trap of presupposing a solution. As the authors of “Problem, person, and pathway: A framework for social innovators” published by Harvard’s Social Innovation and Change Institute say, “A problem statement loses its potency when it is actually a solution in disguise.”

Where are decisions made?

Studying shared community problem-solving, The Kettering Foundation sometimes suggests that people make maps of where decisions are made within their communities. One way to imagine if the right people are in the room is to engage all those you’re working with — beneficiaries, collaborators, and partners — in such a map making exercise. Based on the resulting maps, you may be better able to see whether you’re engaging with everyone you need to be.

Where are our movement’s power sources?

Where do advocates for your cause have influence and agency? Power doesn’t have to be financial or governmental. It can be personality and experience or a vast network of friends. Do you recognize your power sources and apply them fully? Are you making room for others to use their power?

Look around: who’s here now who wasn’t here before?

Now, ask yourself: Have our ideas about “the room” and “the right people” changed? In this process, have we uncovered solutions we never would have thought of on our own? Can we take these lessons forward into our work the next time we ask: Are the right people in the room who can make a difference?

These questions are never answered only once. They can and should be revisited again and again as connections, needs, and the work we do evolves. Equally important, we want to be open to discovering and incorporating new questions that support new explorations.

If you have other questions to add to this list, we hope you will share them with us by emailing vschnaidt@causecomm.org. The insights we gain from this process will inform the development of a new tool to help cause communicators know if those who need to be engaged really are. We can’t wait to hear from you.

Capacity Building to Move the Needle:
In Conversation With Wendy Chang

April 19, 2021

Cause Communications

Capacity Building to Move the Needle: In Conversation With Wendy Chang

Grantmaking foundations and nonprofits have long worked together to effect positive change. But what does a truly collaborative and trust-based partnership look like, and how can that type of relationship lead to transformative results for both nonprofits and their communities?

Cause Communications Founder Chris Hershey and Wendy Chang, Director of the Dwight Stuart Youth Fund — two veteran changemakers — recently sat down to talk about how investing in capacity building can make all the difference.

This conversation took place on April 9, 2021 and has been edited for brevity and clarity.

Chris Hershey (RCH): You were early to the idea of capacity building and even pushed me to start communications trainings, which have now become a mainstay of our work. How did you come to see the need?

Wendy Chang (WC): Our vision at the Dwight Stuart Youth Fund is helping communities’ most vulnerable children. When that’s your mission you can’t ever give up or stop trying new solutions. That means we have to invest in people, which is what capacity building is. It’s embedded in all that we do. We have over 12 partnerships with organizations like Cause that provide training for grantees – training in leadership, fundraising, organizational management. And in 2020, COVID led us to develop new rapid response technology capacity building grants.

RCH: It reminds me of “whole person care” — surrounding people with the resources they need to succeed. You put your grantees at the center.

WC: You can’t expect quality program expansion or year-to-year organizational growth to just happen. While I understand that the power dynamic of funder and grantee is delicate and sometimes difficult to maneuver, progress in philanthropy happens when we create the space to understand an organization’s basic infrastructure and needs in order to get to innovative practices. The only way for our approach to work well is if the grantee organization trusts me with the truth. If they’re showing this perfect picture all the time, then I probably won’t think they need any assistance or suggest the organization for our next training or development program. As the saying goes, progress happens at the speed of trust.

RCH: In these times with so many horrific things happening, I keep thinking about the trust needed for deeper communications. I keep thinking about what makes any of us let someone in enough to have these truthful conversations. You do work with very diverse audiences. Is there anything that you’ve found that helps build that trust more quickly?

WC: The key is connecting with grant partners often enough that they feel safe to tell me what’s going on. There are many executive directors who call me to just bounce around ideas even if they’re really in trouble. The true partnerships are when we see ourselves as an ecosystem of activists and leaders, nonprofits, management support organizations, foundations, and government institutions. Rather than focusing on the “right” time or “right” issue to be heard, better to join conversations that allows us to build deeper alignment with our ecosystem/partners. People will value sustained efforts.

RCH: You have a similar philosophy to Cause, in that we believe everything needs to stem from community. That by being at the ground level, we can get to the ground truth. How did you get to where the people know more than the institutions so that it’s about strengthening and helping the folks that are doing the work? What led you there?

WC: My entire life I’ve worked in predominantly white spaces. I’ve been the one person of color or the one Asian at the table for decades now. When I was younger, that kept me quiet. Then I realized the culture was built around systems that sustained power and control. I get that it’s hard to let go of control and power. But this is a structural problem that we cannot decorate over. I’m not a superwoman at combating structural racism, yet I do what I can to step up and lead open and challenging discussions around racial equity, cultural equity, and social justice. It is almost painful how many commitments I say “yes” to, but I think that is how we embrace and demonstrate inclusiveness.

RCH: For foundation leaders or grantmakers who are committed to equity, what advice might you have for them?

WC: What I say is: What does one step further look like? It doesn’t have to be so daunting to take that one step towards equity. Again, recognizing that trust takes a lot of time. And we do have to re-imagine a lot of systems and policies and how we engage community to address all of these inequities. But also, there’s no single funding strategy that can erase impact of generations of racism and inequality. So, we have to look at what we can do to move the needle. I think like never before we can actually talk explicitly about race with philanthropy.

RCH: With all that’s happening today, how can strengthening communications positively impact an organization’s ability to advance the most urgent and complex issues such as equity and racial justice?

WC: In general, it takes real people telling their stories to communicate the complex issues of our time. The most engaging and creative campaigns and materials really convey that depth and humanness. For me, communicating with an equity and racial lens means you’re lifting up and celebrating differences to ensure that change and reforms are adequate.

RCH: Some organizations may still be wondering if capacity building is worth it. And if capacity building, why communications? Why do you feel the investment is worth it?

WC: Usually, people are just very inconsistent with their language. Today, with the kind of multiple crises out there — social, political and economic — it’s so important to be explicit, clear, and unwavering. The vagueness of what we say in our safe spaces just won’t cut it anymore because it’s really hard to gain support that way. It’s more critical than ever to look at communications in a deliberate, strategic, ongoing way. To help our grantees do that, our model of capacity building is a combination of individualized coaching, a peer network, and skills that are actionable — skills based off of Cause’s Communications Toolkit.

During the pandemic, when everybody was scrambling to pivot their programming and fundraising, we did these trainings virtually. Many of the participants credit being in Cause’s training program as what kept them sane and able to meet these critical communication demands. Many of them even surpassed their fundraising goals of regular years. That shows the power of capacity building in the moment and as a way to lay the groundwork for success and sustainability in the future.

To learn more about the Dwight Stuart Youth Fund and explore their library of capacity building resources, please visit https://www.dsyf.org/.

History Matters:
Look Back to Look Ahead

March 16, 2021

Cause Communications

History Matters: Look Back to Look Ahead

As cause communicators, we’re never starting from scratch. The social change, the reforms, the redress, the justice, the advancements, and the new solutions we are working for all have historical context.

History reminds us where and why our cause began. History acknowledges the people, the experiences, and the actions that have helped, harmed, and complicated our causes. History gives us a way to go back, to dig deeper, to learn more, and to revise when needed. History isn’t remembered or experienced the same way by everyone. History can feel daunting, and it can fuel momentum.

True visionaries understand the past so they can take on the future.

Know the larger history of your cause

Your focus may be civil rights, education, mental health, sustainability, democracy, or some other social mission. Who was thinking about and acting on the issues you care about before your organization came on the scene? Is your organization one of the original pioneers? Are you a recent arrival bringing new breakthroughs? Historical context can shine a light on what sets your organization apart, where you have the most impact, as well as possible allies. Seeing your mission as part of a continuum can inspire your team and your champions. This bigger picture can also bring more urgency to your call to action.

Research your past to chart the future

Your organization has its own history, too. Learning from that history is essential to charting a course forward. Quantitative, qualitative, primary, and secondary research reveals the impact past practices and attitudes have on your current efforts. Research can show you where you’re succeeding and where you can do better. Research is necessary to establish a baseline for measuring future success. Mission-driven organizations often shy away from conducting research thinking it will be too costly or complicated, but it doesn’t have to be. Our Communications Toolkit includes several low-cost research methods.

Acknowledge uncomfortable history

Some history — both at the issue level and specific to your organization — may be hard to face and accept. History can’t be changed, but if we ignore it, we can’t learn or build from it. As Ronald A. Crutcher, president of University of Richmond, writes in his book I Had No Idea You Were Black: Navigating Race on the Road to Leadership, “acknowledging uncomfortable history can lead to conversations that point the way forward.” Crutcher cites installations in German towns and cities with the names and fates of Holocaust victims. They are a consistent reminder “that physically forces pedestrians to remember the past.” Accountability and authenticity are essential to communications that advance the common good. We can’t build trust with people if we ignore the history we share.

Keep track of the history you’re making

We’re all standing on the shoulders of others. When we respect what’s been tried before and the advocates and trailblazers who came before us, we build. We acknowledge the work even when we move on from it. Let’s remember, too, that the work we do today will be tomorrow’s history. As communicators, we are writing history daily – shaping the stories that not only propel future action but will also one day capture a moment in time. So whose voices and experiences are we centering in those histories? Are we telling those stories ethically and with respect for the communities we serve? How are we recording the successes that will become our organization’s history? Cause Communications offers several tools to evaluate your current practices, measure results of new work, and track your impact.

Whether it’s years, decades, or centuries old, every cause has a history. When we know where we’ve been, we have a far better chance of getting where we want to go.

Build Genuine Connection
Through Trust and Empathy

February 17, 2021

Cause Communications

Build Genuine Connection Through Trust and Empathy

If you are trying to gain more champions for your cause — influence policy, expand your donor base, and create affinity with new groups — start by trying to connect rather than convince.

As communicators, we work hard to be issue experts, to have the answers, and to know what needs to be done. We also know the value of listening and collaboration. Which means our expertise is made even more powerful when paired with humility. After all, if we think we already know best, how can we make room for new people, more voices, and even better ideas and solutions?

That’s where connection comes in. Authentic connection — and genuine engagement — requires trust. And the building blocks of trust are curiosity and empathy. Here are four ways to foster that in your own interactions.

Practice Beginner’s Mind

The Buddhist concept of beginner’s mind means letting go of preconceived ideas even in areas we know well. We approach our work, people, and challenges in the way a beginner would — alive to possibility with no sense of inevitable outcomes or “the way it always is.” Because the beginner’s mind doesn’t already know better, it listens and sees in fresh ways. The beginner’s mind is excited about what might happen, alert to new input and insight, open to ingenuity and even wonder. Bringing this attitude to conversations with those we want to reach allows us to set aside our judgments and pave the way for genuine connection.

Get Curious About Who “They” Are

Even when you disagree you can connect if you’re curious. There’s a reason for adages such as walk a mile in someone else’s shoes. Start by understanding who you’re trying to reach. Then try going a step further. To get to know others with real empathy (especially when they have opposing views), role play making their arguments and telling their stories in a best-foot-forward way. Not to give up your position or to compromise but to gain new perspective and understanding so you can meet people where people are. Maybe even as a way to see your own biases.

“When people around you do something that makes no sense or is self-defeating, it might not be because they’re stupid or irrational. . . If we hope to understand behavior, and ultimately to change it, we need to see the stories behind it,” says marketing guru Seth Godin.

Ask How Versus Why

When trying to persuade those who are either skeptical or outright naysayers of the policies we advocate, doubling down on our arguments can drive them even further away. Organizational psychologist Adam Grant says, “. . . our first impulse is to preach about why we’re right and prosecute them for being wrong. Yet experiments show that preaching and prosecuting typically backfire — and what doesn’t sway people may strengthen their beliefs.” What does help loosen entrenched views is to ask “how” versus “why.” Grant says that when people try to explain how their policy preferences might work, they see an issue’s complexity as well as “the gaps in their own knowledge.” For purpose-driven communicators these gaps may be exactly what you and those you want to reach need to begin collaborating on solutions. After all, “right” and “true” are not synonymous. Each person has a truth than can be understood, and from understanding can come new ideas and shared solutions.

Be Positive

At Cause, a core belief is that the work of communications is an inherent good because good communications foster understanding and advance healing. As part of that, we’re committed to framing issues positively — lifting up value and opportunity — rather than tearing others down. And kindness always goes a long way. Pearce Godwin of the Listen First Project, aimed at bridging divides and cultivating connection, recommends starting possibly contentious conversations with some appreciation such as, “You know, we don’t agree on a lot, but one thing I really respect about you is . . . .” With enough warmth and humility, even humor, you can start to build trust for genuine connection.

Good communications — advocacy, branding, fundraising — are transformative. But before you can transform you have to connect.

This Moment Calls Us Each to Lead

January 21, 2021

Cause Communications

This Moment Calls Us Each to Lead

Cause has long promoted the philosophy “everyone is a communicator,” and with that the importance of inspiring leaders and encouraging individual leadership. While we’re all focusing on leadership during this inauguration week, it’s a natural time to explore this topic further.

This quote from Benjamin Zander illustrates the concept beautifully:

“I had an amazing experience. I was 45 years old, I’d been conducting for 20 years, and I suddenly had a realization. The conductor of an orchestra doesn’t make a sound. He depends, for his power, on his ability to make other people powerful. And that changed everything for me. It was totally life-changing… I realized my job was to awaken possibility in other people.”

This idea can be applied to social change organizations and the role of communicators – and the implications are quite powerful. And as The Art of Possibility by Rosamund Stone Zander and Benjamin Zander underscores, you can lead from where you are within an organization or cause – or as they suggest, “any chair in the orchestra.”

What calls each of us to the edge of our chairs, committed and fully prepared to lead? Certainly, our causes. But what the Zanders want us to see is that we can create even greater possibility in the world when we call on each other to lead. Especially, those of us who actually hold titles of leadership, whether that’s CEO, program manager, board member, or communications director.

As authors of organizational brand stories, it’s natural to ask ourselves: Is what we have made beautiful, brilliant, moving, effecting? Even as we seek to empower others to tell their stories, are we staying stuck in conductor mode, directing the players? Does the pressure to achieve the desired outcome ever keep us feeling we need to control the results?

It can feel risky to lead any other way. But there is another way. Zander goes on to say, “A monumental question for leaders in any organization to consider is: How much greatness are we willing to grant people?”

Not how much responsibility or authority — how much greatness.

At its heart, granting greatness is about generosity. In practice, one can feel the shift physically, intellectually, and emotionally when we move out of ego to generosity. When we see our leadership role as making it possible for others to lead with their ability to energize, their insights, and their artistry. When we embrace the idea that everyone is a communicator.

It’s not about giving up control after all. It’s about opening up possibilities.

It’s a shift away from the role of author to one of igniter. It’s more than asking, “What do you think?” It’s even more than mentoring. It’s a belief that within others exists a profound desire to make a contribution to the world. It’s up to us, to offer “what lights [us] up and have no doubt that others are eager to catch the spark.”

In purpose-driven organizations with limited staff and limited resources, tapping into every player’s greatness maximizes our skills, assets, and opportunities to advance our cause.

As the new year begins, no matter our chair or our podium, how will we lead? If we gave our teams and our champions a moment to take up the baton, would they be engaged and committed enough to do it? How much possibility for greatness will we grant them?

Tapping into Communications’
Power to Connect

November 18, 2020

Bobby Sevenich

Tapping into Communications' Power to Connect

2020’s multiple stressors have led to a cacophony of competing viewpoints. From the pandemic and its related losses and financial hardships to the racial reckonings and barrage of political discord, it can all feel overwhelming.

There is no denying that the fight for justice, equity, and sustainable systems that power our civil society is urgent. So how can we best use communications to achieve meaningful change?

Intentionally approaching our communications as a way to educate and empower opens up enormous opportunity. Used effectively, communications can bridge divides, highlight common interests, and encourage audiences to take part in a shared vision for the future.

At Cause Communications, we operate from a few key principles:

At the very least, do no harm. With so much division among us, it’s important to use messaging that raises people up and avoids intensifying divisive conversations.
Use ‘Communications for Good.’ Be intentional about communicating in a way that brings people closer to your cause – and to each other. That includes choosing your words carefully so as to foster inclusivity and a sense of belonging.
Consider all audiences’ experiences. The utopian America we often celebrate looks very different to many audiences who have been historically marginalized and excluded, so keep communities’ needs – and voices – at the center of your conversations.
Build community through authenticity. Use communications to reveal truths and foster “ah-ha” moments that are grounded in honesty, empathy, and shared values.

This year has brought us to a fork in the road. Let’s choose the path that brings us together.

To support communicators like you, we’ve gathered a few of our favorite reminders and resources on key topics:

Messaging: It’s easy to get caught up in the contentious, polarizing conversations. Instead, examine your organization’s messaging—from the top down—and find opportunities to highlight and advance solidarity, empathy, and common ground. Not sure where to start? Check out our free tools and resources on crafting effective messages.
Representation: In what ways is your organization listening to and centering BIPOC voices? As you revisit and refresh your communications strategies and practices, Color of Change’s Building Narrative Power offers great recommendations for promoting equitable representation in our messaging.
Framing: Research-driven insights can help you use communications for maximum impact. Check out Frameworks Institute’s Issues resources work on communicating for impact, including guides for discussing racial and economic justice.
Storytelling: Use stories to bring “us” and “them” together. Annie Neimand and Samantha Wright’s SSIR article offers storytelling recommendations for creating inclusive social movements and inspiring unity among communities.

And on a personal note:

Self-care: Communicators often are in the thick of intense conversations and the weight can be heavy. Your wellbeing is important. For tips and recommendations on supporting your mental health, check out Active Minds’ self-care resources or this curated collection of resources from the Los Angeles County Department of Mental Health.

There are always unknown factors and difficult challenges ahead, but we know – from our 40+ years of leading this work – that communications can inspire the good we need to come together and build a just, more equitable world.

Pivoting for Impact:
In Conversation with Naveena Ponnusamy

October 14, 2020

Bobby Sevenich

Pivoting for Impact: In Conversation with Naveena Ponnusamy

Venice Family Clinic has always taken a bold, creative approach to engaging families and the community. The challenges of 2020 have presented new and unique opportunities for the organization to embody – and communicate – its values and mission. On the occasion of the Clinic’s 50th anniversary, Cause’s Vanessa Schnaidt met with Naveena Ponnusamy, the Chief Development and Communications Officer, to discuss storytelling during the pandemic, innovative campaign pivots that keep audiences at the center, and advice for other nonprofits navigating similar challenges.

Vanessa Schnaidt (VS): Venice Family Clinic had big plans for 2020, celebrating the organization’s 50th Anniversary with a big campaign focused on community. How did the Clinic pivot this year?

Naveena Ponnusamy (NP): We started the year with a blueprint for celebrating the anniversary—including communications strategies, plans for new intimate in-person events in lieu of a large gala, and ambitious goals for convening our audiences. We developed a big campaign to communicate our values and impact using fresh materials. When the pandemic hit, we really had to adjust our approach and move beyond the templates we prepared. But in that process, we learned we had a strong foundation of ideas, inspiration, assets, and energy that could fuel our new tactics. Ultimately, the pivot reinforced all of our brand values and provided an opportunity to lift up just how critical our work is today. We saw how important it was to provide access to quality health care. So, in reality, our core message remained as relevant as ever.

VS: What role have virtual events and digital communications played in this pivot?

NP: There was a thirst for information very early on, so we took advantage of virtual spaces to gather people and quickly mastered Zoom webinars and meetings. To be responsive to our audiences’ needs, we held a briefing from our leadership on our understanding of the situation and how the clinic planned to evolve all of our services. Our audiences listened and were receptive to the information. And in turn, we listened to their needs.

We learned that our clients, supporters, and other audiences were relying on our virtual meetings and emails to access important information and stay connected. So, we adapted and increased our newsletter frequency. We also diversified the kinds of resources we shared across our channels, based on our observations that people were eager to learn about ways they could help others.

We also started a Health and Justice webinar series. Our community was asking how these issues related to our work, providing the perfect opportunity to talk about how social, racial, and economic injustice impacts health care. This series had higher attendance than our normal events, and the accessibility of the virtual platform meant that we were able to hear from new or historically less vocal segments of our audiences.

VS: Your approach really underscores how important listening is for communications and audience engagement. Not only were you giving your community clear calls-to-action and opportunities to be part of the Clinic’s success, you were also listening to what they needed in the moment and responding in ways that ultimately grew your community.

NP: Absolutely. We put so much out there, and it was really meaningful to see their gratitude in receiving resources and taking part in the conversations and support services.

VS: One of your roles as Chief Development and Communications Officer is to tell the story of your impact and engage supporters in that mission-driven journey. Can you share more about how you’re talking about your work and impact differently right now, especially in terms of the kind of values framework you mentioned earlier?

NP: I think there’s two types of storytelling that we’ve been doing. One is telling the story of our community and the patients we serve. I think that is always an important type of storytelling, so people can feel connected to who you’re helping and see it in a very tangible way. Second, we did and continue to do extensive emergency planning, so we really leaned into communicating our thought leadership, expertise in being prepared for this pandemic, and ultimately our stories from our people working at the Clinic.

VS: Do you feel like that approach to storytelling has given you an opportunity to showcase how Venice Family Clinic is unique?

NP: I do—we’re always trying to communicate that health is connected to everything in society. We have the opportunity to reinforce how health care intersects with so many different aspects of life. And although we’re always communicating that message, in this pandemic more people are really starting to see and hear that. For 50 years, our core mission and services have connected those dots—through food distribution, education, etc.—and our community really sees the intersections of health care, food insecurity, economic inequity, and homelessness. That awareness is driving people to care for their neighbors in extraordinary ways.

VS: I love hearing about how, despite all of the unpredictability and unforeseen challenges, the Clinic keeps coming back to its core messaging and the mission that have always been important to you. It sounds like a really strategic way of communicating in this moment while remaining really topical and relevant.

NP: Our messaging is really rooted in the real work that we do—you don’t have to spin how you talk about it. There’s strength that comes from communicating honestly and directly.

VS: Anniversaries are a big communications and fundraising opportunity in any year. What recommendations would you give an organization planning their own anniversary campaigns now?

NP: An anniversary is a moment to celebrate your past, but more so it’s a launching point to share what’s coming next. So my advice would be to focus on the future, and also connect whatever’s happening right now to the story of your origin and anniversary. For us, the Clinic’s 50th anniversary coincides with the pandemic, a call for racial equity, and an election in which we are fighting for health care access for everyone.

VS: Talk about intersectionality, right?

NP: Right! That’s the story of today. We can tie that to the story of our history and how we’ve been talking about all of these intersections for 50 years. We have a huge, passionate community of longtime supporters who have helped us at the intersection of all those topics. We need to tell those stories of how we’ve gotten to where we are today—and with the help of so many people. Sharing that legacy and track record is how we continue to grow our community of supporters.

VS: What advice would you give yourself back in March, knowing what you know today?

NP: We have to think of this as a long game. In March, we didn’t know how long COVID-19 was going to be around or how urgent it was going to remain, and we were just trying to figure out how to communicate in that moment. But that moment has lasted a long time. We know we have to tell this story now. Remember that we have the trust of the community and we’re in this together. We’ve been around for 50 years; we have to showcase all the good work we’re doing and reinforce that we’re going to keep doing it.

VS: There’s a lot more to come for the Clinic—certainly in the years and decades to come, but even in the coming weeks. What are you looking forward to right now?

NS: We’re looking forward to having a bit of fun for the anniversary. We’re hosting a virtual celebration to bring people together. The story of the Clinic is the story of many people in the community coming together to make the work happen. Right now, we’re in our Week of Action which includes an array of virtual programs. Supporters can take the pledge for action and join virtual programs, with a great lineup of talent!

I’m proud to work for such a mission-oriented, community organization, and I have come to learn and appreciate that even more now this year and through our anniversary events.

To celebrate the Clinic’s 50th anniversary, join the Week of Action through October 17 and other events over the next few months. Visit venicefamilyclinic.org/50years to get started.

Virtual Fundraising Events with a
Real Impact

September 22, 2020

Bobby Sevenich

Virtual Fundraising Events with a Real Impact

The key to successful fundraising is building strong relationships—with partners, donors, supporters, and influencers. And at the heart of these strong relationships is effective communication, which fosters understanding, connection, empathy, and action. This fall, the role that we play as communicators in supporting fundraising events looks and feels completely different. More than ever, effective fundraising requires a delicate balance of embracing new digital opportunities and upholding best practices—all while keeping your goal in the foreground.

Regardless of where and how your event is held, here are some recommendations grounded in communications strategies to keep your virtual fundraiser’s impact strong and reach wide:

Imagine new possibilities. Rather than attempt to exactly recreate an in-person event, embrace the creative opportunities afforded by a new platform or format. Consider how you can create a new kind of experience that aligns with your mission and available resources.
Create relevant content. Consider what “story” your donors need to hear from you right now and how best to tell it in this unique setting. Online or off, effective campaigns bring people closer to your mission and take your donors on a logical journey towards giving with a clear beginning, middle, and end.
Strike the right tone. Virtual events don’t have to ignore the realities of what’s happening in world. In fact, situating your organization’s work and impact in the context of current events can be quite powerful – but that also means being mindful that we’re all going through a lot right now. Approach and meet your virtual audiences where they are – as a group and individually – with humility, authenticity, and in alignment with your organization’s values.
Tailor your messaging. Customize how you talk about your organization so your story resonates with each of the groups you’re trying to engage. Also consider how you’re delivering those messages, taking note of which channels each group most often uses.
Include a clear call to action. Chances are your community of donors wants to know what they can do to help, so invite your virtual audiences to be part of your success. Be clear about how they can make an impact and make it easy for them to take immediate action. And remember to say “thank you”!

Each phase of your virtual event presents unique opportunities to execute fundraising best practices—from planning and facilitating the event to follow-up afterwards. We’ve assembled a checklist to help you make the most of your crucial time before, during, and after the event.

BEFORE THE EVENT

Build in ample time for preparation to create timelines, set realistic budgets, assign roles, prepare talking points, and rehearse! Virtual events require just as much scenario planning as in-person events—considering the wealth of digital tools at our fingertips.
Build buzz and excitement for the event using strategic social media campaigns, creative email series, and tailored personal outreach with clear instructions on how to participate so your event is as diverse and inclusive as possible.
Explore community and corporate partnerships like “add-on” packages or branded keepsakes that can be sent to attendees in advance to complement the experience.

AT THE EVENT

Create a polished “look” for the entire experience. Your virtual event branding should align with your organizational brand identity, event type, and desired experience. Additionally, take time to make and implement high quality, consistent graphics throughout the program.
Engage your audience using interactive tools and activities. More often than not, your supporters want to take part and connect with others at the event. Virtual platforms afford great opportunities to facilitate networking and participation like Zoom breakout rooms, chat features, branded Zoom backgrounds, and polls. Even simple gestures like inviting attendees to update their profile names with inclusive pronouns (they/him/her) can make your audiences feel seen and serve as a reflection of your organization’s values.

AFTER THE EVENT

Send follow-up emails to thank attendees, invite them to share photos and continue the conversation on social media, share additional resources, and send a link to the action step.
Repurpose content from the event to continue engagement with attendees and those who weren’t able to make it, such as highlight reels and photo galleries for social media, blog recaps, and discussion series. Be sure to verbally remind attendees that the event is being recorded!
Debrief with your team and apply your learnings to the next event. We are all operating in new virtual spaces, so tap into your team’s collective wisdom to shape the success of your next event.

While virtual events require even more intentionality and proactivity, they also offer new, creative, and cost-efficient options that aren’t necessarily available to in-person events. Put your org’s adaptability to the test, tap into your toolbox of reliable best practices, and venture into new virtual territories with tenacity and confidence.

For more fundraising best practices, check out our Digital Lesson on fundraising!

Simple Joys & Small Victories

August 19, 2020

Bobby Sevenich

Simple Joys & Small Victories

Over the past several months, communicators and other changemakers around the world have all pivoted, paused, revved up, and in the process learned about our own resilience, mental strength, and capacity for growth. Yet, in spite of our perseverance, it’s hard not to feel worn down and discouraged—especially now that we’ve realized we’re running a marathon, and not a sprint. As we continue to rededicate ourselves to meeting this moment, we recognize it’s more important than ever to celebrate the often simple joys and small victories along the way.

This month, our expanding Cause Communications team is sharing some of the personal ways we stay strong, hopeful, and healthy to ensure we stay socially connected as we physically distance.

LIANA ALMONY
I thrive off of a full schedule and am happiest when I am at my busiest. At the beginning of quarantine, when life as we knew it came grinding to a halt, I found that too much time on my hands could easily turn into time spent focusing on the negative aspects of our new normal.

Instead of moping around the house, I try to use the extra time at home to build new habits and pack my schedule with activities I’ve always wanted to pick up. I have discovered a love for long outdoor runs, which helps clear my head and improve my mood. Meditating for 15 minutes every morning followed by journaling in a “gratitude journal” has also been beneficial for a positive mindset. Picking up new hobbies keeps me busy and practicing conscious gratitude throughout the day, helps me stay positive and combat that looming sense of doom many of us have been navigating.

BOBBY SEVENICH
The past several months have reaffirmed my insatiable extraversion. I hold the motto, “the more the merrier” close to heart and thrive on the energy, creativity, and optimism of others—principally in-person. Now, working and living physically separated from others poses new challenges. The distance leaves me feeling confused and often complicates my ability to authentically empathize. So, I’ve learned to be more proactive in maintaining vital connections.

As I settle into this new normal, I appreciate the time and space to discern and navigate my relationships. I’m able to examine each and assess how best to keep them all active. Weekly Zoom trivia nights and movie clubs with friends and family help establish intentionality and commitment, keeping good humor and spirits intact. I also keep nightly text check-ins with others to share gratitude from the day. These rituals provide clarity, structure, and newfound appreciation. The smaller, intimate moments make the larger uncertainties so much easier to brave.

SUSI VAN HORN
I am inspired by the stories of the children, who—through the magic of hope and fueled by the power of love—choose to do wonderful, selfless acts for others. They are a sign that love can heal the most broken of us. Recently, a young boy who started a group called “Young Advocates was featured on ABC Nightly News. This young boy was someone whose heart inspired him to help others and to include his friends in that effort. Kids like him inspire me to embrace that power in every interaction I have with people during this time, including with myself—which is not always easy.

As I reflect, I sometimes wonder: Am I perfect? No. Do I have bad days? Yup. But I try to always arrive at a place of love and gratitude for those who are essential to our wellbeing—across so many different fields. Those people deserve all the appreciation they can get.

CARRIE SPENCER
Setting daily schedules for work starts and stops, getting a change of scenery, and intentional self-care helps me keep a sense of normalcy in very unnormal times. The days I meet even one of those goals feel like victories! On days that are more challenging, Mr. Rogers’s words of wisdom remind me it’s OK: “Some days, doing ‘the best we can’ may still fall short of what we would like to be able to do, but life isn’t perfect on any front—and doing what we can with what we have is the most we should expect of ourselves or anyone else.”

During the times I need an extra boost, “unplugging” with entertaining films I used to see as guilty pleasures are my go-to. (Current favorites: Sweet Home Alabama, Sliding Doors, & Pillow Talk!) And when all else fails, John Lennon said it best: “Everything will be okay in the end. If it’s not okay, it’s not the end.”

CHRIS HERSHEY
Juggling a busy workload often feels incongruous with the slower pace of isolation and business slow-downs everywhere. Maybe this is why I have been finding joy in the most routine of activities: being in nature and reconnecting with energies larger than mine; easy walks in our beautiful Santa Ynez Canyon; watching an ever-changing array of seasonal birds at our growing number of feeders (bright yellow Western Tanager the latest). Even deepening personal relationships via Facebook and virtual chats—all are examples of finding grace in simple pleasures. I am increasingly aware of the shift from doing to being.

JESSICA TRUEX
This pandemic has made me realize something about myself: I thrive on things to look forward to. I assume most (if not all people) would agree this is nice to have, but I have learned that it is something I need. A party, a family get-together, dinner with an old friend, a trip—having these things on the horizon to point to (even if a long way off) is essential for me.

With so many plans turned on their head or halted completely and uncertain times that make future planning almost impossible, I have had to find new ways and focus on planning things to look forward to in a completely different way. Scheduling out FaceTime calls with friends, putting walks with my dog to get out of the house on the calendar, discovering a new show to binge—it’s still a work in progress, but definitely makes a big difference.

CHRIS DE HAAN
As Heraclitus, said: “Change is the only constant in life.” Embracing this has served as a reminder that living is often a matter of striking a balance between two opposing forces. I’ve found that actively taking mental stock of my emotional reactions to it, either during a quiet walk through my neighborhood or a hike in the hills, briefly capturing my feelings in a journal entry, or even simply creating a COVID-19 photo story album in my iPhone has helped keep me engaged, rather than disconnected, from my changing reality.

I’ve also found strength in just maintaining the simple constants of my daily routine: getting up at the same time every day, routine fitness regimens, taking care of personal business or work-related tasks during “regular workday hours,” eating meals at the same time—and never forgetting to celebrate birthdays, anniversaries, and important milestones I share with my family and friends, just like I always used to.

VANESSA SCHNAIDT
The need to remain physically distant has prompted me to be more intentional about connecting with people who keep me grounded and “fuel my tank.” Weekly video chats with friends, Zoom check-ins featuring four generations of family, and a renewed love for the art of letter writing have created a more consistent connection with certain people than before the pandemic. That intentionality—and choosing to honor those “plans” even when there are dishes and laundry piling up—has made such a difference. I feel more grounded and positive, which keeps me motivated, focused, and ready to give my best.

Another unexpected “victory” has been finally tackling all those books on my must-read list. Swapping out my phone for a book at the end of the day provides such a simple way to slow down, take a break, and create some quiet moments.

We’re still learning and growing, so we want to know how you’re celebrating small victories and simple pleasures. Tag @CauseComm on Twitter, Instagram or Facebook and share some practices and tips that have kept you positive and motivated!

Pausing to Take Stock: A Six-Month Reset

July 16, 2020

Bobby Sevenich

Pausing to Take Stock: A Six-Month Reset

In a typical year, July is reserved for fall planning and evaluation as a natural midyear signpost. Six months in, 2020 has proven to be anything but typical as we’ve navigated months of uncertainty, a global pandemic, disruptions to our daily lives in every area, and long overdue righteous civil unrest.

We know your organization – and its communications strategy – has been disrupted. And with no end in sight to the unpredictability, assessment and planning can feel like herculean (or even futile) tasks. That’s where a few communications best practices can go a long way in helping you gain clarity, feel more grounded, and get excited about what’s next.

Where Do We Stand Now

Good evaluation always starts with honest reflection. Use this time to create space for personal sharing and team discussions. These are an important complement to the reports and analytics you’re already gathering and a perfect opportunity to ask the deeper questions that can get lost amidst the daily grind.

Here are a few prompts you can use as a conversation guide:

Are there unexpected insights about your organization or the community you’re serving that have emerged from this time?
What have you learned about your team’s strengths? What have you learned about your own?
What lessons have you learned from these forced pivots?
Are there new systems, processes, or strategies you want to have in place so you’re prepared to more seamlessly pivot the next time something unexpected comes up?
What new practices will you keep, no matter how 2021 looks? What will you take with you into the “new normal” you’re building for your organization?
What opportunities do you have to try something new or accelerate shifts in your organization?

Here are some additional tips and free resources to help you assess and plan:

Measure Your Impact. Even if your communications road map involved a few unexpected turns these past few months, there are opportunities to understand what worked and what didn’t. Our Digital Lesson: Tracking Your Impact offers guidance on making sense of the road we’ve traveled. Also, our Measuring Communications Results worksheet provides guidance on collecting and interpreting the data. Use these metrics to help shape decisions about the next six months and beyond.
Complete a Peer Analysis. In addition to assessing your own organization’s efforts, understanding the community you work in and alongside can be equally revealing and inspiring. What are your peers and competitors doing to stay nimble and effective? Where are there opportunities to forge new collaborations during times of scarce resources? How can you continue to differentiate yourself from the crowded landscape and highlight the unique value your organization adds to the community? Our Digital Lesson: Where Do You Stand guides you through best practices for self-reflection and competitive analysis.
Prioritize Racial Justice and Education. Recent police brutality and racial injustice has spurred important conversations about our field and helped open up space for more authentic efforts to improve our own work cultures. Use this time as an opportunity to focus on transformative – and not just performative – diversity, equity, and inclusion initiatives in our organizations. To start, Racial Equity Tools’ library of resources is a great entry point for learning and taking action to strengthen racial equity around us.
Put Strategy First. Even without a Magic 8 Ball to tell us what the world will look like next year, your organization’s strategic plan can be a steadying force and guide for decision-making. Continue to build your communications goals around that broader vision. Then, when unexpected challenges and new opportunities arise, you’ll remain clear-eyed about what you’re trying to accomplish, and it’ll be easier to adjust the tactics that will help you get there. Download Chapter 2 of the Communications Toolkit if your communications plan could use some freshening up or you want to learn more about the difference between strategy and tactics.
Tell Your Story. What happens when we start to think of the past six months as a case study for remarkable flexibility, unexpected innovation, and unflinching commitment to your mission? How will you choose to tell the story of this chapter in your organization’s history? As communicators, you have the opportunity to show your audiences how you’ve adapted and risen to the occasion during this difficult time. Our Bite-Size Course “How to Tell Your Story” offers more tips for talking about where you’ve been and how to take your supporters on that journey with you.

All around us, we see examples of organizations rising to advocate for justice and equity, demonstrating creativity and flexibility, and approaching new problems with new solutions. Listening helps us see that growth, ingenuity, and planning will hold us accountable to continue to do better in the days and months ahead.

Creativity From Chaos: When Crisis Creates Opportunity

May 13, 2020

Vanessa Schnaidt

Creativity From Chaos: When Crisis Creates Opportunity

No doubt the last two months looked different than we all expected, and chances are you’ve already faced some difficult decisions about how to reconcile your organization’s plans with our current reality.

It’s not a question of if we need to pivot our strategies, it’s how much, when, toward what new direction, and with what resources. Those are precisely the conversations that took place this Spring with our partners at the Los Angeles County Department of Mental Health (LACDMH). Every year, Cause Communications helps LACDMH produce WE RISE, a month-long spotlight on healing and wellness through art, music and creative expression. Plans were set for creating another immersive, community-driven experience with dozens of in-person events – and excitement was building among thousands of community members who have turned to WE RISE as a safe, nurturing, and artistic gathering place.

Here’s a behind-the-scenes peek at how plans for WE RISE changed course (in a major way!) without sacrificing impact, and five best practices you can implement in your own organization as you navigate the road ahead.

Be true to who you are. Lean into your organization’s brand identity and guiding values: they offer an anchor and touchstone that you can count on when everything else feels uncertain. Conversations about what to do and how to communicate about it become clearer and more focused when you remember what makes your organization unique and what your audiences are relying on you to deliver. For WE RISE, that impacted everything from what tone to strike in e-blasts (enthusiastic yet reassuring) to what type of color palette to use in this year’s digital materials (bold, energetic, and inviting). And for messaging, COVID-19 provided an opportunity to lift up LACDMH’s mission and emphasize why programming centered around mental health and wellbeing is vital at this time.
Keep communicating – with honesty. When faced with tough decisions in times of turmoil, it’s ok to take a moment to regroup. But now, more than ever, clear and consistent communications is essential, and your audiences need to hear from you with the right message at the right time. Once WE RISE made the decision to go completely virtual with a full month of live digital programming, we proactively issued a press release about the pivot and drafted tailored messages for key groups like the artists who had participated in past years’ events. Even before all the details of the new virtual format were worked out, we provided succinct and transparent updates about what was happening, why those decisions were made, and how artists would still be able to contribute to the 2020 experience in meaningful ways.
Keep your audience at the center. When communicating about changes your organization is making, always offer some insight into why the decision was made but remember to frame it in ways that resonate with each audience group. Explain how the pivot supports your broader mission and how it benefits that specific audience group. In April, LACDMH experienced a 20% jump in call volume for its Helpline – a clear signal that this was not the time to be quiet or pull back on resources. In fact, the re-imagined WE RISE experience was positioned as a solution and a service: Audiences saw that the pivot was not a hasty or lesser “plan B,” but rather a source of connection and community they were missing and craving.
Engage and empower key stakeholders. Keep your audiences informed, and then take it one step further by finding ways to make it fun and easy for them to contribute to your new plan’s success. This is especially true for stakeholders like your Board of Directors, funders or grantees, staff, and volunteers. For WE RISE, we always followed our “why”-driven updates with a clear call to action so audiences knew exactly how they could add value to a cause and initiative they already believed in. We also produced a simple digital toolkit with all the assets they might need to deliver on what we were asking: key messages, a pre-written newsletter blurb and social media content, sample visuals for inspiration, and branded image files they could use. These simple steps enabled WE RISE to expand its reach into new networks of participants and supporters. And best of all, stakeholders felt even more connected to the mission and the work as a result.
Collaborate. Collaborate. Collaborate. Partnership is key when navigating unexpected changes, both internally and externally. WE RISE was able to pivot quickly and seamlessly only because every team – including communications, programs, development, and senior leadership – worked together. With all of these strategic voices at the table from the outset, the cross-departmental collaboration resulted in new ideas and made it easier to identify and solve potential challenges along the way. And as new plans were developed, we discovered opportunities for new external partnerships that would not have been possible had we stuck to last year’s format. Use pivots to push the envelope creatively and try something new.

We want to hear from you! How are you, as communicators, reshaping your work? In what ways are you unleashing strategic communications to support the organizational changes taking place right now? Drop us a line at info@causecomm.org or tweet at us @CauseComm.

The Right Message at the Right Time. Please.

March 18, 2020

Bobby Sevenich

The Right Message at the Right Time. Please.

“Chances are you’ve gotten a steady stream of emails from companies and organizations over the last month outlining their response to the coronavirus (COVID-19) pandemic. The right messages don’t just add to the noise; they calm, explain, inform, and even save lives. But much of what we’ve received would be greatly enhanced if anchored in simple communications basics: What do we need to communicate to whom and for what purpose?

We thought it was the right time to lift up some of our tried-and-true tips and free tools to provide resources both for crisis communications planning and for communications strategies beyond the crisis. Hopefully this post will help alleviate anxiety, increase your capacity, and help you mobilize for your cause.” – R. Christine Hershey

Strategic Communications in Times of Crisis

(Find it in Chapter 4 of our Communications Toolkit)

Crisis communications is about finding opportunity in unexpected situations. A strategic, well-coordinated approach can go a long way across all departments of your organization.

Assemble a crisis management team to centralize your response and all related decision-making.
Designate spokespersons to deliver your messages. Keep in mind that a different messenger may be warranted for different audiences.
Communicate honestly, thoughtfully, and in a timely fashion. Any information you choose to share should be specific, clear, and consistent.
Equip your “front line” staff with instructions and talking points so everyone is clear about their roles and able to speak with one unified voice. This includes program staff and volunteers and also applies to the messages you post on social media.
Be prepared with alternative means of communicating should your normal channels become inaccessible.
Check in with your audiences and make adjustments based on how your needs – and their needs – change as the situation evolves.

Lead With Strategy – Build or Refine a Communications Plan

(Find it in Chapter 2 of our Communications Toolkit)

Now is the time to be adaptable, strategic, and resourceful. Chances are you’re already making adjustments to how you deliver programs and finding new ways to engage your supporters. Your communications strategy needs to be just as flexible. If your organization already has a communications plan, this is an important time to revisit your activities to ensure that you’re focusing on the right priorities, being responsive to the needs of your community, and matching your plans to your current capacity. This is also the perfect opportunity to think through what – and how much – your audiences need to hear from you right now.

Your plan – even new versions mapped out in times of crisis – serves as the communications road map for achieving and amplifying your organization’s overall objectives. As you map out the strategies (approaches) and tactics (activities) that will help you reach your communications goals, be sure to identify your key audiences and tailor your approaches to each group.

Utilize Social Media for Effective, Responsible Communications

(Find it in Chapter 4 of our Communications Toolkit)

Our current situation only reinforces how social media plays a vital role in connecting directly to the communities we serve. From sharing time-sensitive updates to providing creative ways to engage in your mission online, each social media platform has the potential support your goals.

Listen first so you’re tuned into the needs of your audiences.
Focus on the platforms that enable you to reach the right people.
Make your content easy to share. Make your posts relevant, engaging, and use hashtags to connect to larger conversations taking place.
Monitor and assess your activities so you can build on successes, adjust as needed, and be responsive when people reach out to you.

Maintain Strong Internal Communications

(Find it in Chapter 3 of our Communications Toolkit)

As your organization continues to be tested from every angle, it’s imperative to have a sturdy infrastructure for internal communications. When it comes to internal communications, ask yourself:

What tools and tactics will you use for communication between leadership and staff, as well as between staff members?
What processes will keep information flowing and help avoid last-minute surprises?
How will your team stay (and feel) connected even when working remotely?
How can you leverage the unique strengths of team members across all departments by thinking of everyone as a communicator?

Leverage Networks

(Find it in Chapter 3 of our Communications Toolkit)

Now, more than ever, we’re seeing that strong partnerships are key. Even as circumstances continue to shift, think about which shared goals will remain constant for your cause. How can existing or even new partnerships help you mobilize resources? Where can you play to each other’s strengths to deliver more value to the community?

Stay on Track

(Find it in Chapter 5 of our Communications Toolkit)

The strongest communications strategies are nimble and responsive. This way you can adjust to unexpected changes, new opportunities, and other external factors.

Build in checkpoints so you can proactively make refinements. Measure along the way and use the insights from your evaluation efforts to make decisions about which aspects of your communications strategy to keep, which to adjust, and which to stop completely.
Always have your communications goals in mind to keep your tactics focused and results driven.
Take time to celebrate wins and commemorate milestones.

Looking for even more support? The tips gathered from our Communications Toolkit are just the tip of the iceberg… Cause Communications offers a robust digital library of free resources – practical knowledge you can access anytime, from anywhere. From our three-minute how-to videos to step-by-step worksheets and templates, our tools cover a wide range of topics for today’s communicators, including choosing the right messenger for your cause and maintaining strong relationships with donors.

We are in this together.

Harnessing Emotion for Social Change

March 6, 2020

Vanessa Schnaidt

Harnessing Emotion for Social Change

From love and anger, to fear and hope, every emotion is an asset when it comes to sparking action and sustaining support for a cause. We recently had the pleasure of attending the “frank 2020” gathering hosted by the Center for Public Interest Communications. The conference brought together 300 scholars and communications practitioners to share knowledge about the (scientifically-proven!) role that emotion can play in the work of social change.

Here are our top five insights so you, too, can benefit from these advances in the field.

Awe fosters connection and cues up action. Katherine R. Dale’s research on inspirational media illuminates that awe really is awesome. Situated on the “upper reaches of pleasure and the boundary of fear,” awe is a “self-transcendent emotion” that has the ability to take us outside of ourselves and make us more willing to help others. Best of all, these revelatory sensations are possible to experience from media exposure like videos and imagery – which suggests that we, as communicators, have the potential to create these experiences on behalf of our causes.
Don’t underestimate the power of hope. Professor Jennifer Hudson’s research indicates that fundraising appeals that rely on pity and guilt may help bring money in the door, but also make people feel less hopeful and less confident in their ability to make a difference. These “unintended consequences” ultimately hurt other forms of engagement, especially when compared to appeals that instill a sense of empathy and shared experience. Thomas Coombes, a human rights strategist, underscored this effect in his presentation about hope-based communications, which offered examples of how seeds of hope motivate change and give people a sense of belonging.
Engage your audience as a partner and create a win-win. Advocate and behavior designer Edith Asibey offered a new strategy for calls to action: rather than focusing your efforts on convincing people, design actions that help your audience succeed in what they want to do. This audience-centered approach doesn’t mean ignoring your cause’s goals – it’s about bridging values, mission, and motivation to create opportunities for your audience to shine. Steve Lambert, Co-Founder of the Center for Artistic Activism, shared some great examples of rewarding and engaging your audiences in this way in his talk, too.
Aspiration is essential. Researcher Pamela Mejia showed us that narratives acknowledging fear can make campaigns and causes more grounded, relatable, and credible. And these efforts become exponentially more effective when we present passion, commitment, and hope alongside fear. Painting a picture of this so-called “golden horizon” with hope and aspiration was a strategy echoed by Dr. Ezra Markowitz, whose presentation about climate change encouraged us engage the full suite of emotional responses. For example, devastating time-lapse videos and alarming simulations depicting where the environment is headed can indeed stir action, but to truly realize the full potential of our advocates, we must also present the story we want to move towards. In this way, optimism for the future and pride in one’s own role in creating that reality makes people ready to go out into the world and take action.
The “work” of listening is worth it. Did you know that we talk at a rate of 125 words per minute, but we can listen at 200 words per minute (or more)? Our minds are very good at filling in that space when someone else is talking – with assumptions, questions, and feedback. However challenging it is to quiet that inner monologue, focusing our energy on listening opens up possibilities for learning something new while authentically connecting with others. It also helps us more deeply feel the emotion conveyed in someone’s eyes, words, and body language. Thanks to Thayler Pekar for leading a breakout session that invited us to value listening – and each other – in new ways. This was also a great reminder that communications is a two-way street, and how we listen is just as important as what we’re saying.

Ready to hear these researchers and practitioners yourself? Keep an eye on the frank 2020 website, where the full presentations from these speakers (and others!) will be posted soon.

Building Relationships That Last

February 14, 2020

Bobby Sevenich

Building Relationships That Last

It’s no secret that strong relationships are at the heart of what we do as communicators. Awareness, engagement, and action all rely on meaningful connections to advance our cause.

But to get a little love, you have to give a little love. Just as we work to retain and nurture our personal connections, our diverse audiences often need attention – no matter what stage of the relationship we’re in. Our supporters – from donors and grantees to board members and volunteers – all deserve to know how important they are in championing our cause. In honor of Valentine’s Day, we highlight strategies and offer advice on how you can both create and maintain relationships with supporters that stand the test of time.

Trying to Get Noticed?

Start simple: decide what it is you’re looking for in your supporter. The more clarity you have about your goals and audiences, the easier it will be to invest time and energy into cultivating the right matches. Who shares your ideals? Who will galvanize your mission? Who will introduce you to others who can enrich your work? Chances are your prospects are also vetting what they’re looking for in a cause to support. This is why it’s equally important to have a firm grasp on what they care about. Ultimately, this insight will help you strategize the best – and most meaningful – approach to engage them.

So, how do you grow your network of meaningful relationships? Creating new connections means putting yourself out there with a clear and consistent message. Promote your cause in the places already frequented by the people you’re trying to meet. This step often requires gumption and creativity as you tailor your message to fit the space, opportunity, and targeted audience. (Our Bite-Size Course on “How to Customize Your Message” can help here.) Getting a warm introduction through your network and being savvy about your messenger can also make it easier to introduce your cause to new audiences and inspire them to get involved.

Our Bite-Size Course on “How to Attract New Donors” provides even more tips on effectively navigating these early stages with authenticity and intention.

Keeping the Relationship Healthy

Now that you’ve found the right supporters for your cause, how do you keep the spark alive over time?

If you were to ask anyone to identify a key component of successful relationships, you’d be hard-pressed to find a single person who would disregard the power of clear communications. Effective communication is a two-way street. The first step is listening: find opportunities to collect feedback and demonstrate that you’ve heard what it is your audience wants in the relationship. In turn, tactically share your cause’s goals and articulate how your supporters can help you reach them. There are countless tools and platforms for disseminating information and calling your supporters into action (i.e., email updates, social media posts, newsletters, even direct mail letters). Utilize each with dexterity and thoughtfulness. Just as it’s advantageous to modify your message to reach new audiences, customizing your messaging can exalt your network’s capacity to support.

Your supporters also want to see that your work is regularly evolving and improving to make the greatest impact. When you’re communicating with your audiences, share the progress you’re making towards shared goals and demonstrate that you’re ready to respond to the changing needs of the communities you serve.

Thanking your supporters is another integral part of your communications strategy. You’re probably already familiar with Amy Eisenstein’s “7 Thank Yous” approach to cultivating donors. Those best practices hold up in relationship-building efforts with other types of stakeholders and supporters, too. Get creative on when and how you deliver the message – just be sure those activities are intentional, thoughtful, and consistent. Recognizing and deliberately communicating gratitude for your audiences’ time and generosity is fundamental in establishing durable relationships.

As leaders and changemakers committed to social impact, smart communications is key to elevating and securing connections with our most valued supporters. So, as you reflect on relationships this February, remember to articulate your needs and objectives, amplify and adapt your message, and always express appreciation along the way.

Free Tools and Resources to Help You Do More Good in 2020

January 22, 2020

Vanessa Schnaidt

Free Tools and Resources to Help You Do More Good in 2020

Whether you’re part of a robust communications and marketing department or a mighty “team of one,” we all rely on trusted external resources to help us learn new skills, stay abreast of emerging trends, and reinforce best practices. Here’s a round-up of some tools from around the social sector that can help ensure you’re performing at your best all year long – starting with a few we created with you in mind.

Communications to Amplify Your Impact

Looking to brush up on specific communications skills, or help a colleague improve theirs? Cause Communications is committed to making the power of good communications accessible to all. That’s why our digital library of free resources is always stocked with “how-to” videos, interactive quizzes, and practical guides based on 40+ years of communications know-how. Our tools cover a broad range of topics – from branding and messaging to fundraising and strategy. Not sure where to start? Our Resource Navigator will lead you to the most relevant content your organization needs now.

And if you’re looking for case studies that bring best practices to life, check out Stanford Social Innovation Review for in-depth articles and research-driven insights. We especially liked this recent piece on building better calls to action, which shows how nonprofits can tap into behavioral science to increase engagement.

Data and Trends to Inform Your Strategy

Knowledge is powerful – especially when it comes to making decisions about your organization’s communications activities. When you need to more deeply understand a topic or situate your own data in a broader context, chances are a report from the Pew Research Center can help. Given how quickly social media changes, we’re particularly fond of the Center’s fact sheets on which people use each platform and how.

In search of trends focused on the philanthropy sector? Candid (formerly Foundation Center and GuideStar) offers aggregate data on the size, scope, and giving priorities of the U.S. foundation community. You can also explore their IssueLab website to find free research reports published across the sector on any topic.

Podcasts That Connect You With Experts

Our commutes to and from the office fly by – and are super productive – whenever we hit “play” on a podcast. Thanks to hosts increasingly recognizing and embracing the importance of communications, these days there’s more comms content than ever! A couple resources that are consistently in our own rotation are Joan Garry’s “Nonprofits are Messy” podcast and Tony Martignetti’s “Nonprofit Radio.” Hear from a broad range of practitioners whose areas of expertise cover everything from board engagement to donor relations.

We’ve also been enjoying the newer podcast “Let’s Hear It” hosted by Eric Brown and Kirk Brown. Episodes focus on people, rather than subject areas, which puts individual experiences, leadership styles, and lessons learned front-and-center. If you’ve ever been curious what’s on the mind of a foundation communications director, here’s your chance to find out.

Daily Inspiration to Fuel Your Creativity

New ideas and “ah-ha!” moments often come from seeing innovation in action. That’s why we love the Aspen Institute’s “Five Best Ideas of the Day.” The links in this daily newsletter aren’t exclusively focused on communications, but it’s a good bet you’ll take something meaningful away from these examples of problem solving, risk taking, and provocative hypotheses.

Seth Godin also offers fresh content daily on “Seth’s Blog,” with prompts and musings that inspire both reflection and action. For anyone working in the field of social impact, these are the sparks that can ignite new possibilities every day. The best part? Both resources are super succinct, so they pack a punch even when you’re short on time.

What are your go-to resources as a communicator? Share your thoughts on social media and tag us on Twitter and Facebook! We’d love to hear your recommendations.

The Superpower Within Us All

December 12, 2019

Brittany Quidang

The Superpower Within Us All

No matter what our cause, as communicators we all strive to educate and engage. This goal is often more complex in practice than theory, especially given the gravity of some of these topics – not to mention the complex, intersectional layers that define much of the work taking place in our field. Read on for four tips about how we can be good stewards of these causes and strengthen our impact.

It’s November, which means many of us are focused on year-end fundraising activities, impact reports, and prepping that mouthwatering recipe for the office holiday party. This season is also an opportunity to slow down and reflect on what we are most grateful for.

Here at Cause Communications, we believe gratitude is a superpower that not only helps us create a deeper connection to ourselves, but to our work and the world around us. Whether it’s developing a skill, achieving a goal, or seeing the impact your organization makes in your community, we’ve found there are numerous ways to give thanks in each and every moment. Below you’ll find just a few of the reasons our own team members are grateful this season.

Chris Hershey, Founder and CEO

I am grateful that this year we published the 4th edition of our Communications Toolkit, a resource that reaches and supports people around the world who are using communications for good. I’m also grateful for the community of inspired leaders who help us advance this important work every day.

Brittany Quidang, Account Coordinator

I am grateful for the opportunity to partner with trailblazing organizations such as the Venice Family Clinic, whose work is setting the stage for holistic, comprehensive health and wellness. To witness the process of an organization strengthen their impact through the power of communications is an eye-opening experience unique to my position here at Cause Communications.

Susan Van Horn, Special Projects Advisor

It is not often that one finds an organization that embraces one’s individual life experiences and challenges. At Cause Communications, we know how authenticity and vision in our personal lives contributes to the creativity and ideas we bring to the table for our clients. I am grateful for the uniqueness and strength these values bring to everything we do here.

Vanessa, Vice President

I love having the opportunity to support such a broad range of amazing nonprofits through our communications training programs. From youth arts programs to innovative mentorship models, these organizations exemplify the best in LA creativity, education, and advocacy. Every workshop I lead with them makes me proud to be part of the social impact community.

Lori Mizuno, Senior Operations Director

I am very grateful for our monthly Lunch & Learn meetings that provide a fun opportunity for our staff to connect with each other on a different level, and also learn something new at the same time! From guided sessions on storytelling to visits to museums, the Lunch & Learn meetings have been a great way to build our organization’s culture.

Jessica Truex, Senior Project Manager

I am grateful to work at an organization that not only supports the nonprofit sector in the work that they are doing, but that also values strengthening communications throughout the sector. By producing free tools and resources, anyone can brush up on a particular communications topic or learn new ways to advance communications in their organization.

Marilyn Padilla, Operations Assistant

I am thankful for the opportunities to meet people who are doing great work in their communities through attending events. Even at staff meetings I learn about how organizations are driving change. It has been truly insightful and has made me better understand the importance of communications.

In a field where much of our work is defined by the passion, dedication, and ingenuity of people who want to create positive social change, there are endless ways to find gratitude in the workplace. We hope this inspires you to take a moment to think about how far you’ve come and appreciate the ever-evolving, mission-driven journey of progress.

p.s. We’d love to hear what YOU’RE grateful for this season. Share your thoughts on social media and tag @CauseComm!

Creating Positive Narratives Around Complex Issues

September 23, 2019

Vanessa Schnaidt

Creating Positive Narratives Around Complex Issues

In honor of Suicide Prevention Month, we’ve also included some examples connected to this particular topic.

1. Balance transparency with resilience – As communicators, we have a responsibility to accurately portray what’s happening in our communities and not “sugar coat” the truth. Alongside the facts, it’s also important to avoid painting a bleak picture of an insurmountable challenge. Narratives of hope and change – even small, incremental change – can help audiences understand your organization’s vision and offer support to those directly impacted by the issue.

The National Action Alliance for Suicide Prevention has developed a “Framework for Successful Messaging” that encourages organizations to promote “hope, connectedness, social support, resilience, treatment, and recovery” through their communications.

2. Highlight concrete ways to get involved – Once you’ve captured the attention of your target audiences, point them to specific actions they can take on behalf of your organization or the cause as a whole. Lift up solutions, successes, and resources that give people a sense of the power they have to make a difference.

NAMI’s website offers clear calls to action for both allies and clients.

3. Tell stories with dignity and respect – As we strive to put a human face on the impact our cause is making and tell “authentic” stories, we also have an opportunity – and responsibility – to tell stories in an ethical way. Find ways to give people ownership over their story.

Recently, our founder R. Christine Hershey sat down with storytelling expert Michael Kass to discuss what it looks like to shift storytelling from a tactic to a cultural norm within an organization.

4. Lead by example and share your knowledge – When it comes to the language we use and the way we frame issues, draw on your organization’s subject-matter expertise to model – and encourage – best practices. Your audiences, partners, and even the media want be part of the solution, so equip them with resources to help them do that.

Didi Hirsch Mental Health Services developed a great set of guidelines to educate members of the media and make it easy for them to adopt appropriate language in their coverage of suicide.

How does your organization keep communications hopeful, helpful, and constructive? Share your thoughts on social media and tag us on Twitter and Facebook! We’d love to continue this important conversation.

Ethical Storytelling:
In Conversation with Michael Kass

August 26, 2019

Brittany Quidang

Ethical Storytelling: In Conversation with Michael Kass

Human beings are wired for storytelling—it’s how we connect our experiences to one another and increase our understanding of shared values and diverse perspectives. For this reason, storytelling is one of the most powerful communications tools for mission-driven organizations seeking support for their cause.

But while storytelling can often be seen as a means to motivate people towards a common goal, stories are more than just a tactic; they are a window into someone’s real-life experience. And with that comes a responsibility to approach storytelling in a respectful and ethical way.

Cause Communications’ Founder, Chris Hershey, teamed up with Michael Kass, an award-winning storyteller, coach, and facilitator, to explore the ethics of storytelling and get his insights on the subject.

Chris Hershey (RCH): What drew you to ethical storytelling? How would you define this topic?

Michael Kass (MK): Years ago, as I was working with individuals, as well as organizations, to help them reconnect with, shape, and tell their story, I realized there was a kind of meta-narrative emerging. The way these stories were being told, and the structures they were using, were actually contributing to some of the various systemic challenges that these individuals and organizations wanted to shift.

The definition of ethical storytelling has shifted since I started. At first, it started as a set of tools and practices to help people honor the storytellers within their organizations at every level. Now, what it’s evolving into, is really a way of being, and a culture, that has some tools associated with it.

At a base level, if you’re embracing ethical storytelling, what you’re really doing is embracing a deeply inclusive way of being within your organization that honors not just the words and the stories, but the soul of your storytellers, the people you’re speaking to, and of a kind of spirit of change that wants to be born.

RCH: I just love that because the authenticity rings so true. And I’ve seen these dangers of traditional storytelling firsthand. At one organization the staff even called it “pimping our kids,” because the youth were brought up as examples of something that needed to be rescued, when nothing could’ve been further from the truth.

Can you give some examples of a story where you were able to help shift the narrative?

MK: Yes, but first I’d like to tell you about a time when I had a “learning opportunity”—that’s the charitable way of saying I screwed up.

I was working at a nonprofit that helps people experiencing homelessness. I met a young man who had been through services there and he was fairly stable. We were doing an event, so I lobbied hard to bring his voice into the experience, and said, “Look, I’ll coach him. It’ll be so beautiful to have a young person who’s experienced homelessness in the room, sharing his story openly, and feeling supported.” Everyone agreed and the coaching process went great.

What I did not take into account was that working with someone in an environment where they felt safe could not be more different than putting them then in a room with 150 fairly wealthy people, all of whom were looking at him like he was some sort of either a messiah, or a zoo animal, or some combination of the two.

RCH: He must’ve felt completely unsafe in that environment.

MK: Exactly. He basically said none of the things that we had worked on, and ended up setting his own progress back, because his experience at that event was fairly traumatic. That was a huge lesson for me. Even though I had the best intentions, I totally screwed up. So, it’s not like we’re always going to get this right. Or that doing it “right” one time means we’ve got it figured out. The question we should be asking is, “How can we engage in an ongoing process?”

In terms of successes, one of the largest shifts I’ve seen was within an organization that essentially adopted storytelling as a cultural norm. They now start every staff meeting with two staff members telling stories that they’ve had time to workshop with other staff members. That has shifted the way the staff interacts. Eventually, the board caught wind of this, and now the board also starts with these stories.

RCH: That’s so powerful.

MK: Yes, and the impact of it has gone beyond just changing the relationships the staff has with each other and with their clients. By really listening deeply to the stories, they’ve actually been able to identify strategic opportunities. It has shifted their programming in a way that benefits not just the organization, but their entire ecosystem.

RCH: Now that’s fantastic! I’ve seen some of that as well, and as you know, I’m a believer.

If others out there are interested in making a commitment to more ethical storytelling practices, what tips can you offer? How can organizations begin to shift their mindset and their approach?

MK: For me, the key is that people get to own their stories. And so, for anything that’s going out, organizations need to ask, “Does this accurately reflect what you would like to share with the world?” “How long would you like to share it for?” Especially if it’s a video, “When should we check in with you to see if you’re still comfortable with this?”

The idea is that, story moves from being a tool and a communication tactic, to something organic, living, dynamic, and intrinsic, really linked to somebody who’s valued as a human being.

The more we respect their story, the more we’re honoring the value that they bring, simply by virtue of being who they are. That’s the big shift.

The way we can give people ownership over their story has to do with the questions we ask to elicit those stories. And it has to do with really making sure that our storytellers—whether they’re clients, board members, or staff members—feel like full partners.

Michael Kass is a coach, writer, speaker, and award-winning storyteller with over 18 years of experience helping organizations and individuals use story for impact. For more of his work, upcoming workshops, and recent book, visit www.storyandspirit.org.

For more information about ethical storytelling, check out the issue brief Michael developed in collaboration with the Hollywood Homeless Youth Partnership.

Using Communications to Elevate Your Next Community Engagement Event

May 14, 2019

Precious Little

Using Communications to Elevate Your Next Community Engagement Event

If you’ve ever planned an event for your organization, chances are, you found yourself with a long list of tasks. You’re not alone! Organizing a community engagement event requires a big investment of resources. However, events are an exceptional engagement strategy in your communications toolbox.

Engagement events offer an opportunity for face-to-face connection with your audiences. When you add smart communications principles to the mix, they are also a great way to increase awareness for your cause, raise funds, mobilize supporters, celebrate organizational news and updates, and build strategic (and meaningful) relationships.

Try integrating these communications tips into your next event to take your impact to the next level.

1. Create a strategy-driven event plan – To ensure your event meets your organization’s goals, start with an event plan that details the purpose, goals, expectations, and key audiences.

2. Develop consistent branding – Be sure to think about your event as a unique product that your organization is producing. As such, you will want this product to have a clear and consistent brand (that aligns with your org’s master brand). If this becomes a recurring event, this will help previous attendees have the same mental and emotional connections to the event experience and want to come back for more.

3. Establish clear internal communication expectations – As you’re planning and implementing your event, it’s important to establish clear internal communications protocols. This could include regularly scheduled meetings, planning updates to staff and leadership, and consistent documentation of event details including budget, sponsors, promotional campaign plans, etc.

4. Develop key messages for each target audience aligned with the channels where you plan to reach them – It’s important to customize your message to ensure you receive the response and engagement you want for your cause from the intended audiences. Think about who your target audiences will be for this particular event, and consider what you need them to know and how they will best receive that information.

5. Engage your lived-experience advocates – There is nothing like hearing about the impact of your organization from someone who has firsthand experience. Persons with lived-experience are great advocates for your cause and can help to elevate the connections that others have with your organization. When planning your event, engage them early in the process to brainstorm ways that they can participate meaningfully. This could range anywhere between helping to design the event to being speakers or panelists. Their insights will be invaluable.

6. Build strong media, community, and influencer partnerships – Consider building relationships with media organizations/personalities, like-minded organizations, and celebrities who may already be speaking out on topics related to your cause. Building relationships with influencers is a great opportunity for leveraging their following to shed light on your organization’s work.

7. Create a social media toolkit – In today’s digital world, social media is no longer an added bonus to engagement events but a must. To amplify your reach, create a social media toolkit for your sponsors and promotional partners. It should include your clever (memorable) hashtag(s), sample graphics, sample post copy, and links to your organization’s social media channels.

8. Consider integrating video to promote the event – Video is a great tool for telling your organization’s story. With access to a smartphone, you can create quality DIY videos with no need for a full production budget. Your video could highlight stories from your cause, your influencers calling others to join them at the event, among other ideas. Get creative!

9. Capture contact information from participants – As you engage participants at your event, ask them if they would like to receive more information about your organization and updates. This gives you a built-in pipeline for newsletter subscribers, volunteers, and even future influencers and advocates.

10. Say thank you – To build on the momentum of your event, follow up with a thank you email to attendees. Encourage them to keep in touch by following your organization on social media, subscribing to your newsletter, or joining you at a future event if you have the “save the date” information. By giving them meaningful next steps, you’ll continue to build that relationship long after the event wraps.

Try it! When implementing these tips, remember to consider how your events fit within your broader strategic communications goals. When you think about it at the strategy level, you may come up with even more creative ways to engage your audiences.

p.s. If you’re in the Los Angeles area, be sure to check out this incredible community engagement example: During Mental Health Awareness Month, our friends at the Los Angeles County Department of Mental Health are hosting the second year of WE RISE, a 10-day pop-up immersive experience (May 18-27) that invites LA’s community to engage in empowering performances, programming, workshops, art galleries, and more to erase the stigma of mental illness.

How to Apply Communications Best Practices to Get the Most Out of Conferences

March 27, 2019

Vanessa Schnaidt

How to Apply Communications Best Practices to Get the Most Out of Conferences

Ever since my colleagues and I got back from the Nonprofit Technology Conference (19NTC) last week, we’ve been reflecting on the experiences and takeaways that would be most valuable to share with you. But this isn’t just any old conference recap. Everything we do here at Cause is filtered through the lens of communications, so it’s only natural that our conference tips would be, too.

Here are four communications best practices you can use to make your next conference the most meaningful one yet.

1. Put strategy first. A few days before the conference begins, define what success looks like for you and your organization. Set some concrete goals and write them down. This is a great opportunity to try something new and stretch beyond your comfort zone. Are you an introvert? Try introducing yourself to three new people each day. About to lead a big project at your organization for the first time? Find other attendees who have done something similar and create a peer support group. Bonus: Your goals give you built-in conversation topics for all those networking receptions.

2. You can learn as much – or more – by listening. Conferences are a great place to share what cool new programs or campaigns are going on at your organization, but asking questions and listening can be just as exciting (and valuable!). Come in with an open mind and let your curiosity shine. You’re likely to be exposed to new and diverse perspectives on topics, and often the stories you hear will spark ideas for your own work. Case in point: I presented at 19NTC but learned so much in my own session when we gave participants a chance to share their wisdom and experience. We ended up with a post-it wall filled with awesome communications advice that I’m already putting into practice. (Hint: You can read the crowdsourced advice in our session’s Collaborative Notes.)

3. Internal communication is key. Stretch the benefits of the conference even further by sharing your newfound knowledge when you get back. Forward relevant, new tools to colleagues who weren’t able to attend. Better yet, build time into your next department meeting to discuss any “a-ha” moments and brainstorm how best to integrate new ideas into your work. Demonstrating that you – and your colleagues – are able to apply key takeaways from the conference is also a great way to help get next year’s event approved in your budget.

4. Give audiences meaningful ways to engage with your cause. Think about who else will be attending the conference and have one or two calls to action at the ready in case people you meet are interested in learning more about your organization. (Be sure your “ask” respects conference guidelines like “no solicitation” policies with funders.) I knew that 19NTC would be filled with nonprofit professionals who are smart and community-minded, so I offered those attendees with an interest in communications a chance to preview our updated and expanded Communications Toolkit.* As a result, we created a “win-win” based on shared values and mission alignment.

Do you have additional tips for how to maximize a conference experience? Share your thoughts on Twitter or Instagram and tag us using @CauseComm.

*Curious about the Communications Toolkit project? There’s still time to join our “First Look” team and provide feedback that will help shape this new resource. Use the form at the bottom of this page to sign up.

Top Lessons from Our Communications Training

February 27, 2019

Vanessa Schnaidt

Top Lessons from Our Communications Training

Our “Communicating for Results!” training program covers a broad range of communications skills and best practices. Here are five lessons our recent cohort of participants found most valuable:

1. Take the time to create great core messages. Every organization should have a handful of core messages that align with – but are distinct from – your mission statement. These should help your audiences emotionally connect to the work your organization is doing, and clearly articulate why this work is important. Remember that everyone is a communicator in your organization – from the person answering your phones to your board members. Make sure they all have a set of consistent and updated core messages that they can use when they communicate both internally and externally. Ready to get writing? Our Bite-Size Course, How to Create a Core Message for Your Cause, has a fun video and handy worksheet to help you get started.

2. Tailor your messages to each audience group. Chances are that the people who care about your cause – including donors, volunteers, and partners – are motivated to engage with your organization for different reasons. Use those unique attributes to your benefit by tailoring your core messages to each audience group. This kind of approach to communicating with your audiences will help you forge deeper relationships and increase the effectiveness of your calls-to-action. Learn more in our Bite-Size Courses: How to Identify Audiences for Your Cause and How to Customize Your Message.

3. Be a strategic thinker. Many people spend a lot of time focusing on communications “tactics” – such as social media, e-newsletters and events. However, every tactic should tie back to a larger strategic goal and strategy. Ask yourself these questions: Why are we spending time and resources on this tactic? What is the purpose of this tactic? Who are we trying to reach? If you can answer these questions, you are are already on your way to thinking strategically about your communications.

4. Create a master communications calendar. Mapping out all your communications efforts onto one timeline or calendar is a great way to refine your strategy and ensure your game plan is realistic. Your timeline will reveal where there may be gaps or redundancies in reaching particular audiences, which months are shaping up to be especially busy, and whether you’re using the right mix of communications platforms. A calendar can also allow you to be more efficient with your resources, as you will be better able to confirm priorities and determine where your staff’s time should be dedicated.

5. Measure and evaluate your communications efforts. How will you know if your efforts are working if you don’t take the time to track and analyze your results? If you are sending out e-newsletters for example – do you regularly review how many are actually opened or clicked through? If the open rates are low, maybe you need to adjust the subject lines. Qualitative evaluations, like surveys, can also provide valuable insights. Whatever methods you utilize, use your data to guide future strategy and ongoing refinements to your communications plan.

For more information about how your organization can participate in one of our trainings or how you can fund trainings for your grantees to improve their communications effectiveness, please contact Vanessa Schnaidt at vschnaidt@causecomm.org.

Donor Engagement: Listen. Learn. Deliver.

October 10, 2018

Cause Communications

Donor Engagement: Listen. Learn. Deliver.

Engaged donors are the backbone of your cause. Once donors connect with your organization, they are likely to contribute again if you continue to reach out and involve them in your work. And retained donors offer more than recurring donations. They can connect you with other fundraising sources and become strong advocates for your cause.

A long-term investment in strategic communications will pay dividends for your organization – particularly when it comes to your development and fundraising efforts. Strong communications can help you tell your story in a targeted way to key audiences, enhance your organization’s reach and reputation, make the case for bigger dollars, expand your donor base, and demonstrate the impact of your donor’s contributions.

Sound good? Read on to understand the basics of donor engagement and get started on this communications-driven path to success.

Although they are often used interchangeably, development and fundraising aren’t the same thing.

“Development” is the process of creating and enhancing relationships with donors and potential donors. It creates a connection between a donor and your cause or organization. “Fundraising” only addresses the giving aspect of the process and considers that people may be motivated to give for reasons other than a personal connection to your cause.

This distinction is important when you’re planning your donor engagement strategy. Whether you’re trying to attract new donors to your cause or maximize the donors you have, you’ll want to choose the right tools for the job. Development efforts should be strategic, expansive, and designed for the long haul. Fundraising is based on specific goals – both short and long term – and often requires a more tactical approach.

Relationships are at the core of donor engagement.
Often, in the madness of trying to reach our fundraising goals, we forget that donors are people, too. They have needs, desires, and concerns. And they want to hear from you sometimes when you’re NOT asking for money. Remember these steps in cultivating your donor relationships:

Know your donors.
Get to know your donors and program officers so you understand what is important to them. Be curious about their lives and what they value.
Listen to them.
The best way to get to know your donors is by listening to them. Donors want to share their passions and their vision for creating positive change.
Develop their trust.
Stay in touch with donors; stay connected. The rule of thumb is seven touchpoints before making an ask.

Remember, it’s not about you.
Donors have many reasons for giving, but typically, they’re not responding to your needs. Learn what they’re trying to accomplish with their gifts. Here are some things to think about:

People don’t give because YOU need money.
Donors want to know how you are making a difference; how the community is benefiting. Donors don’t give to “losers.” Why give to the cancer center? Donors want to help people live, cure a disease, or create a lasting impact.
People rarely give to meet YOUR goal.
Why should anyone care about your goal? Don’t talk about how much funding you need at the end of your fiscal year. Translate your needs into benefits and outcomes – what are you going to do with their gifts and why does it matter? What kind of impact will a gift have and how does that align with your donors’ goals?
Gifts/grants are an investment in your cause.
Donors want meaningful returns. Just like investing in stock, they can give for the short term and for the long term. And if their investment in you produces returns, they’ll invest again. Be sure to follow up: share stories and relevant metrics about the impact of your work.

Be prepared to communicate your impact.

Build your case for support.
How does your organization make a difference? Why are you relevant? What are you doing that others aren’t? What would happen if your organization went away? The answers to these questions are fundamental components of your communications strategy and demonstrate why your organization is worth supporting.
Deliver on your promises.
Donors want to see that you’re using their money on the programs and services you said you would. Establish your organization’s credibility and integrity, and you’ll develop enduring donor relationships that last for years.

Communications and fundraising are inextricably linked. Good communications can support your donor engagement and fundraising purposes, and fundraising campaigns can also serve as ideal opportunities to tell your story and develop new donors. Build the right strategies into your communications plan and you’ll succeed at both!

Pro Tip: To learn more about these topics, check out our expansive library of Tools and Resources.

Commemorating 40 Years of Impact

October 25, 2017

Vanessa Schnaidt

Commemorating 40 Years of Impact

On October 17, 2017, the County of Los Angeles Board of Supervisors recognized R. Christine (Chris) Hershey and Hershey Cause Communications in a special ceremony. Third District Supervisor Sheila Kuehl presented Chris with a scroll honoring “40 years of leadership.” We were humbled and grateful to receive this recognition, which will serve as motivation for many more years of using communications to create, accelerate, and amplify social change. We’re pleased to share a few photos from the day, plus the text of the commemorative scroll.

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WHEREAS, R. Christine Hershey founded Hershey Cause Communications in 1977 to help nonprofits, foundations, government agencies, and businesses harness the power of strategic communications and design toward achieving a greater positive effect in Los Angeles County; and

WHEREAS, she has served as an instrumental and pioneering connector of causes and communities within the County, resulting in local action that reflects and impacts the most pressing global issues of the day; and

WHEREAS, she has spurred advancements and transformation across a variety of civic issue-areas, including LGBTQ rights, the environment, early childhood education, healthcare, and the cultivation of a strong small business community; and

WHEREAS, her efforts have collectively contributed to making Los Angeles County a more open, inclusive, safe, and dynamic place:

NOW THEREFORE, BE IT RESOLVED that the Board of Supervisors of the County of Los Angeles hereby congratulates, commends, and sincerely thanks R. Christine Hershey and Hershey Cause Communications for 40 years of leadership using communications for good, and extends best wishes for continued groundbreaking success.

Adopted by order of the Board of Supervisors of the County of Los Angeles, State of California, October 17, 2017

Tech Round-Up: Tools for Going
From Good to Great

September 26, 2017

Grant Lee

Tech Round-Up: Tools for Going
From Good to Great

From organizing tasks to coordinating social media, the team here at Hershey Cause Communications takes advantage of a vast array of resources and technologies – while also helping our clients adopt relevant tools in their own day-to-day. As an intern, I get to see and experience this firsthand, but I grew curious about what tech resources really make a difference in their lives. So I recently sat down with a few of my colleagues to see how they’re keeping up with the ever-evolving landscape of technology, better understand what applications they are using to make our work more effective and efficient, and gather some tips that you might want to try. I also learned about their favorite apps outside of the office; from getting good deals to creative inspiration to interacting with the world around us. Here are some highlights from those conversations.

Jessica Truex

For many nonprofits, the thought of adopting new technologies can be daunting – especially due to the upfront costs and time required to become proficient. Jessica, our project manager, believes that investing the effort into researching and training in the appropriate applications for the specific needs of an organization pays off in the long-run. For example, Raiser’s Edge, one of the nonprofit sector’s most popular and comprehensive fundraising tools, might require 18+ hours of training to become proficient; but it can save hundreds of hours of writing thank you notes, keeping track of funder information, and managing various campaigns.

In the mornings, Jessica checks What the Forecast?!! to give her a heads-up on the weather and a little laugh to start her day.

Jennifer Archie

As our Operations Director, Jennifer makes sure office operations run like a well-oiled machine, so that we can focus our attention on helping our clients use communications for good. One of the primary tools Jennifer relies on is a database suite called QuickBase, which helps the entire team manage our time, stay organized, and assess our efforts. Similar to the Customer Relationship Management (CRM) or project management software you may be using in your own organization, our database allows our team to be more synchronized, productive, and adaptable to the needs of our organization – and to the clients we serve.

When she’s not leading operations, Jennifer likes to take advantage of an ensemble of applications that help her get great deals on food and drinks like Cartwheel and OpenTable. After a heavily discounted dinner out, Jennifer enjoys chatting with her best-friends and husband by sending video messages using Marco Polo.

Jenna Schweitzer

Jenna is our Senior Designer here at Hershey Cause, so she utilizes a variety of programs to create compelling designs and presentations. The Adobe Suite is her bread-and-butter where she takes advantage of the powerful and interconnected tools at her disposal. While they can all ultimately can produce similar results, picking the right tool for the job allows her to work efficiently and effectively. So she uses Illustrator for logos, Experience Design for website layouts, and InDesign for printed materials. She also prefers to work in Keynote over Powerpoint, citing that Keynote’s interface is more intuitive, the styles are crisper, and the program offers her more freedom to craft the overall aesthetic of the presentation she’s creating.

Jenna is always looking for creative inspiration, so she browses DesignInspiration.net and Instagram for designers like the crazy Mr. Doodle!

Vanessa Schnaidt

Our Group Account Director, Vanessa, oversees our accounts and often helps clients assess what tech tools are right for them. When nonprofits are looking to incorporate new resources into their work, Vanessa encourages them to do their research to make sure the specific platform aligns with their organization’s goals and needs, while also being clear on what features and functionality are a “must-have” versus a “nice-to-have.” Her advice to anyone looking at adopting new technologies: these tools are meant to assist your organization’s efforts and support your larger goals, but are never a replacement for communications strategy and building real relationships.

In the evenings, Vanessa enjoys listening to podcasts on the KCRW app. Check out a couple of her favorites: Good Food or Art Talk.

Chris Alves

Chris leads branding, marketing, and campaign projects for our clients, so tools that support innovative thinking and creative solutions are key for him. Chris complements his use of the Adobe Suite with various smaller programs to streamline his tasks. Especially when working with others outside of the office, he uses Google Drive to share design assets and takes advantage of it’s built in version control. He can quickly and easily create website mockups using the online platform InVision or the Mac-based Sketch. FontExplorer Pro helps him manage the many different fonts used by our clients while making sure his computer doesn’t slow down.

Chris is sort of a hippie really enjoys nature, so in his spare time he uses PlantNet and iNaturalist to identify the local flora and fauna and share his observations with other naturalists.

Chris Hershey

Our founder Chris is constantly connecting people, causes, and even communities to each other so do-gooders can do better. To do that, Chris complements her natural charisma with her networking tools, LinkedIn and Facebook. She believes having a strong LinkedIn profile is vitally important for those who are networking online, not to mention one of the most important online tools for professional personal branding. And what about when she’s not networking? Well, anyone who knows her, knows that Chris is pretty chill: but she gets some help slowing things down using the Calm and Headspace apps.

Did I mention Chris is the best pokemon trainer in the office? She has a 1454 CP Arcanine on PokemonGo.

POV: Relationships Matter

September 26, 2017

Vanessa Schnaidt

POV: Relationships Matter

With the advent of technology, virtual meetings by way of conference calls, Skype, and even FaceTime have become the norm. No doubt you’ve experienced first hand having meeting after virtual meeting be dominated by spotty WiFi, poor cell connections, lag time, and static, not to mention a lack of any human eye contact, touch, or human kindness. We see it, too, and we’re convinced many meetings do more harm than good as a result.

In the spirit of Hershey Cause Communications’ mission as “evangelists for (good!) communications,” we offer up this “Bingo” card meme to share and serve as a reminder to focus on ways to build real relationships with people. Spread the word!

Invest time in connecting with your colleagues. Use meetings as an opportunity to bring greater authenticity to your work. Prioritize relationships over agendas. And then watch what happens. It’s more fun to have a cup of coffee with someone face to face than to schedule a conference call. Not only will it help your relationships; it will bring more joy to your life and make your work fighting for causes a richer experience. And isn’t that what it’s really all about? (Bingo!)

Tweet this!

Crafting a Dazzling Core Message

July 11, 2017

Vanessa Schnaidt

Crafting a Dazzling Core Message

I share a birthday with America – a coincidence that has inspired a life-long love of fireworks. This year on the 4th of the July, I was mesmerized equally by the pyrotechnic display in the sky and by how utterly captivated everyone sat, “oohing” and “awing” in unison for the 20-minute show. It got me thinking: how can smart communications have that same affect on a group? How can you communicate about your organization in a way that lights up your audience’s eyes and ignites interest in your work?

When we work with nonprofits through our many training programs, we emphasize the importance of developing a core message – a simple statement distinct from your mission that sparks interest and highlights what sets your organization apart. Follow these steps to develop your own core message, so you can talk about your organization in a clear, relatable way that will inspire people to learn more and support you.

1. Start by brainstorming what need or challenge do you address? Think about why you exist in the big picture – why people come to you.

2. Next, jot down what is your organization’s solution or approach? What is different or unique about your work? Avoid programmatic details that get you into the weeds. Instead, think about how, where, and in what ways your organization is addressing those needs or challenges.

3. Now take a moment to reflect on what benefits or results do you create? What is your organization’s impact on individual lives and on the community overall? What has changed because of your cause’s work?

4. Now, summarize the strongest points into your core message. Keep it to one or two sentences, and remember that your core message is not a list of your programs. It doesn’t need to cover every detail of what you do – just enough to paint a picture of your work and entice someone to want to learn more. Also, be careful not to rely on jargon or too many facts and figures in your core message; the goal is to keep it simple, memorable, and relatable.

Once you have a draft of your core message, check it against these five criteria. If your message passes the “DISCO” test, you’ve likely got a winner on your hands.

D – DISTINCT – Does your message capture what’s unique about your organization?
I – INSPIRING – Does your message draw people in? Is this an organization people want to be a part of?
S – SIMPLE – Is your message free of jargon and words only people in your field know? Will another colleague in your organization be able to remember it?
C – COMPELLING – Does your message have an emotional quality to it? Does it make people feel something when they hear it?
O – OWN IT – Does your message feel authentically you? Does it ring true? Would a colleague read it and think, “Yes, this is who we are.”

Ready to get to work? Download our free worksheet to help you get started.

While I will always have a soft spot in my heart for fireworks, there’s plenty of room in there for causes, too. Hopefully one day I’ll have a chance to hear your core message and respond with oohs and awes.

POV: The Power of Pets

July 11, 2017

Nishith Bhatt

POV: The Power of Pets

Now that we’re entering the most sweltering stretch of the summer, we thought it’d be fun to introduce you to some of the furry friends that help us stay cool, calm, and collected in even the busiest of times here at Hershey Cause Communications.

On any given day, if you drop by the office, there’s no telling which of our four-pawed pals you might meet.

Fidel (Chris Alves) – Shelter pup Fidel, not to be mistaken for the famous Cuban dictator, Fidel Castro (although we must admit, his resemblance is striking!), enjoys spontaneous wiggles down grassy hills, all varieties of meaty treats, and the occasional dip in the Pacific Ocean. Most of the time you can find Fidel sprawled out on the most comfortable flooring he can find.

Datsun (Nick Bhatt) – Named after a 1978 280Z beloved by his human, Datsun is a feisty, loving, and very tidy rescue from the Santa Monica pet shelter. He likes to spend summer days grooming himself and basking in the warm sun between games of fetch with his favorite stuffed animals (since he has absolutely no interest whatsoever in any kind of ball or typical dog toy).

Cookie (Katie Hershey Van Horn) – Cookie is a dog trapped in a cat’s body. After all, how many cats do you know that like to play catch? Cookie is a 10 month old rescue from NoKill LA. She can often be found playing in water or lounging in the sun, but her favorite activity of all is climbing.

Roo and Bronco (Beth Babyak) – Roo (left) is top dog in the house. Rescued from a shelter in Arizona, she now spends her days napping and keeping an eye on the household’s 10 chickens. She may be little but she is very fearlessly protective of her house and owners, using her superb leaping skills to keep everyone safe – and entertained! Bronco, AKA Bubba, was rescued from the West LA Animal Shelter and is the friendliest dog you’ll ever meet, despite spending over two years in a shelter. Now in his forever home, he loves to chase lizards around the yard and also loves to hang out in the kitchen as a sous chef – ready to take care of any food that might fall his way.

Rosie (Chris Hershey) – Rosie was an adorable pet shop rescue. The day we found her she looked so forlorn and wasn’t in the best health, physically or emotionally, after another family had taken her home and then returned her. She quickly became a part of our family and for years we could not have had a more loyal, loving friend. Sadly, Rosie recently left us to cross over the rainbow bridge – but we still feel her loving spirit watching over us.

No matter the weather, our pets always remind us of the joy of simple pleasures, of the importance of loyalty, and that it’s never too late for a second (or third, or fourth) chance at a better, happier, more fulfilling life. For all these reasons our pets are an important part of the culture here at Hershey Cause – always have been, always will be.

As a proud member of the board of directors for PetSmart Charities, which has helped over 500,000 pets find forever homes and has provided more than $30,000,000 in funding to animal welfare causes, our founder, R. Christine “Chris” Hershey, is a passionate advocate for animal adoption – and she’d love to tell you why. Drop by our office and say hi – and make a new friend or two!

40 Years of Communications for Good

June 6, 2017

R. Christine Hershey

40 Years of Communications for Good

At Hershey Cause Communications, we’ve built our success on helping causes use the power of communications to amplify their values, their ambitions, and their milestone achievements. This month, I’m excited to share we’ve reached a pretty significant milestone of our own:

We are turning 40.

Now, I’ve turned 40 once before—but I’ll admit I’m excited to do it all over again. Because I remember what turning 40 really means.

For me, it means a full embrace of authenticity. A time to double-down on what’s most important to us, and to recommit to the interests and values that keep us fully charged. It means living in alignment with real values—and with consistency and devotion to service.

At 40, we begin to recognize time is not a limitless currency—but also that our lessons learned have strengthened our resolve. We have developed a skillset for pushing with purpose into the years ahead.

At 40, we’ve shed the edges of what isn’t us to clear the way for more of what is unmistakably us.

We’ve been guiding clients to discover their own authentic selves since the earliest days of our business. For four decades now, activists, advocates, and conscientious leaders have turned to us for powerful communications strategies that give voice to tipping point issues and put non-profit and for-profit interests on equal footing.

These extraordinary collaborations have done far more than draw attention to great causes — they’ve helped turn empathy into currency and currency into life-changing solutions for children, for members of the LGBT community, for educators, for our shared environmental health, and for a more just and empathetic world.

We’re proud of our many successes—and, even today, the memories of some of our favorite clients continue to ripple across conversation in our office, long after their projects have closed.

In 2012, we joined forces with Kaiser Permanente to guide a community benefit campaign for the HBO documentary Weight of the Nation, a film which launched one of the country’s largest public health campaigns on obesity. Our nation-wide screenings and educational events sparked dialogues not only with families and their physicians but also with policymakers whose eyes were opened wider to a life-threatening concern.

In 2000, we published the first edition of our Communications Toolkit, providing expert guidance in communications practices for visionaries throughout the nonprofit world. This toolkit, which aids in everything from goal setting and budgeting a communications plan to raising awareness of (and funds for) extraordinary causes, has been reprinted numerous times and has even helped former Fortune 500 marketing executives develop new skills within the competitive nonprofit arena.

In 2015, we collaborated with AltaSea at the Port of Los Angeles, a public-private partnership that merges science, education, and business interests to generate innovative solutions to global sustainability issues. As AltaSea prepares to break ground this year on its 35-acre campus, work is already underway to expand and deepen public understanding of the ocean, to contribute to the sustenance of ocean-related businesses, and to champion robust engagement in the sciences. We’re thrilled to have helped communicate this pioneering organization’s vision and ingenuity to the City of Los Angeles.

As we reflect on these deeply felt connections, it’s hard not to think of our own trajectory at Hershey Cause — to seek out the thread that connects so much of our work across the public and private sectors, and across foundations and nonprofits. In truth, that thread has always been clear, strong, and simple:

We believe the power of smart communications should be accessible to all.

For 40 years, we’ve staked our reputation, and our revenue, on providing a megaphone for those who too often go unheard, and on providing a toolbox for those who can’t yet craft their message alone. We are a mission-driven organization with a values-driven mindset.

Equity. Empathy. Clarity. Opportunity. Purpose.

In recent years, that mission, and those values, have only grown stronger. As our current political climate drowns out marginalized voices in profound and devastating ways, the demand for clear and powerful storytelling has rarely been more urgent than it is right now.

So although this 40th anniversary seems a natural time to reflect on the past, at Hershey Cause our hearts are already directed towards the next 40 years — a future informed by the urgency of today. My own heart can’t help but quicken at the thought of what impact these next uncertain chapters may have on generations to come, and yet I remain resoundingly optimistic that the future is ours to shape. This is the time for intrepid causes to take bold action.

Although we may not know exactly what the future will demand of us, we can be sure it will lean on the shoulders of fearless and skilled communicators. It will require authentic leaders and strategists, across all industries, who shine a light on the misunderstood, on the invisible, on the underfunded, and on the underestimated. It will be an opportunity for progress and purpose. And we’re ready.

I can’t wait to see what the next 40 years will bring.

— R. Christine Hershey

Tech Tools That You Can Actually Use

April 26, 2017

Hannah Lainer

Tech Tools That You Can Actually Use

We aren’t afraid to admit it; we have a couple technology nerds at Hershey Cause. Some may think “tech” is the buzzword du jour but we at Hershey Cause know that, used strategically, technology has the power to help all organizations communicate more effectively. Several members of our team attended the 2017 Nonprofit Technology Conference (NTC) in Washington, D.C. hosted by the Nonprofit Technology Network (NTEN). We met a ton of cool nonprofit leaders and geeked out on the latest tips and trends in nonprofit tech. Below are our top three tips that anyone (including those who are less tech-savvy) can use to make your organization’s communications go further.

Where to Start?

Whether you are a tech newbie or writing the backend code for your organization’s website, there are a ton of free and affordable resources available to help your organization communicate better. Here are just a few of our favorites.

NTEN – This membership organization provides resources, classes and an online community to any nonprofit professional whose roles touches tech – from web development and digital strategy to fundraising databases. We love that the online community connects members to each other, provides professional development opportunities as well as the latest news and trends on technology use in nonprofits. They also host very cool (and fun!) conferences.

TechSoup – Did you know that your organization might be eligible to receive free or discounted tech tools and trainings? TechSoup provides discounted software, hardware, services, and training to qualifying changemakers. Check out their site to take advantage of all kinds of free resources specifically geared towards nonprofit leaders.

Want more? There are countless other resources available for nonprofits on many different tech topics, including NonprofitReady.org, Foundation Center and the Technology Affinity Group.

Data, Data, Data

Think data analytics isn’t, or doesn’t need to be, for you? Think again. Even a basic understanding of some topline data trends can mean a huge difference for your organization. Data analytics can help mission-driven organizations make better decisions about the most effective ways to allocate their precious resources to maximize social impact.

We recommend starting with your organization’s website. Who is coming to your site? Which pages to people go to first? How long do people spend on each page? What do they click on? Google Analytics is a free and easy analytics service that tracks and reports on your website traffic and can help you find answers all of these questions. Once you start seeing the trends on your site you can then use this data to optimize content to attract and retain donors and volunteers. Need a basic tutorial? Start here.

All About That Mobile

According to Time, Americans are on their phone 8 billion times per day. Okay, so maybe that number is a bit misleading – it’s actually an aggregate of all of the times all Americans look at their phone on a daily basis, but you get the point. Phones are often the first and preferred way your audiences are learning about your cause. If your organization hasn’t optimized its web presence for mobile you could be frustrating your members, donors or volunteers. Your web developer can help you decide if it makes sense to optimize just the well-trafficked pages of your site, create a separate mobile version of your site or build a responsive design that resizes and rearranges content for smartphone users.

Make the mobile experience even more user friendly by presenting your content in short, bite-sized pieces, using bullet points, creating mobile-friendly emails and ensuring your site’s navigation is simple and intuitive. Some causes may also want to explore developing a text to donate campaign and building mobile apps. Mobile optimization is an important step in keeping your stakeholders engaged and educated and shouldn’t be overlooked.

We had a blast at the NTEN conference and are eager to pass on even more of the lessons we learned to our clients. Especially as the political and funding landscape continues to evolve, we know that technology can be a strategic tool in helping nonprofits communicate with their audiences more effectively.

Communications Starts at the Top

April 26, 2017

Nishith Bhatt

Communications Starts at the Top

Next month, our agency will celebrate an incredible 40 years of furthering “communications for good.” That phrase has been our tagline for many years – and it encapsulates the work we’re proud to do every day.

Those three words aren’t just sloganeering. Our founder, R. Christine “Chris” Hershey, has long been a proponent of doing good for communications – as an evangelist for the impact of smart, strategic messaging on an organization’s success, irrespective of the industry it serves. Central to Chris’s worldview is the idea that — whether its efforts are proactive or reactive, internal or external — communications belongs right at the top of any organization, alongside leaders in business strategy, in finance and in human resources.

Every day, we see the need for just this sort of prioritization. When a passenger was recently removed from a United Airlines flight, the company’s organizational structure proved unprepared to allow the CEO to receive direct and timely advice from his in-house communications and PR professionals.

This gap between leadership and communications swiftly worsened an already costly circumstance for United Airlines, as it has for so many other organizations and causes.

Because it is relied upon both for the maximization of opportunities and for the prevention (or, at least, mitigation) of crises, strategic communication is a critical investment for any organizational effort.

If empowered with unhindered access to decision-makers, an experienced communications professional helps leaders “see around corners” to more fully understand the downstream effects, perceptions and consequences of their important decisions. That’s the sort of value that can sink or save a bold agenda.

Who knows — it might even have rescued United from appearing so divided.

Spring Into Action with Communications Goal Setting

March 21, 2017

Beth Babyak

Spring Into Action with Communications Goal Setting

There is something about spring that makes us want to do some organizing and get things in order. Whether it’s cleaning out your closet to make room for those new spring clothes at home or upping your organization’s social media presence at work, planning is the first step. Before you start to think about strategies you first need to decide what your goals are. What is it that you or your cause wants to accomplish? Once you decide on some goals, the next step is to see if you can make them SMART goals:

S – Specific Outcome

M – Measurable/Quantifiable

A – Accountable/Achievable

R – Results-Oriented/Realistic

T – Time-Dated

For example, you might have a goal of saving money for the future – but if you had to make this a SMART goal you might decide you want to save $100 per month for the next 12 months. Because you took the time to properly define your goal and you have something specific to measure you will be able to better track your progress. The same thinking can be applied to your cause. Maybe you have a goal of bringing more volunteers into your organization (great idea!). The SMART version of this goal may be to increase your volunteer pool by 10% in the next six months. Now you have a concrete goal to work towards.

Not only does making your goals SMART help you to better measure your progress it also makes it easier to decide which strategies are best to achieve your goal. A strategy is what you will do to achieve your goal. If you want to reach more volunteers for example, one strategy may be to ask each of your current volunteers to spread the word that you are looking for new volunteers. Another strategy could be to share more stories about the great work the volunteers are doing. And because you set a timeframe for your goal, you can also determine how aggressive you need to be and how many resources you may need to devote to these strategies.

So take some time this spring to either dust off any of the goals you set for your cause last year and evaluate them with fresh eyes, or brainstorm some new goals for 2017 and beyond. And don’t forget to make them SMART!

Celebrating Enterprising Women

March 21, 2017

R. Christine Hershey

Celebrating Enterprising Women

When I founded Hershey Cause Communications in 1977 I didn’t see it as an act of personal bravery; I saw it as an act of necessity. I had worked at a few places where it seemed my opportunities were limited. I saw men rise much faster than their female peers, and while I could never prove it, I always had the inkling that these male peers were also making more money than my female coworkers and me. The glass ceiling in existing agencies seemed impenetrable at the time, so ultimately, I decided my best shot was to start my own agency.

1977, the year I started Hershey Cause Communications, was also the year that the first National Women’s Conference was held. This conference was the first meeting of its kind in the United States since the 1848 Women’s Rights Convention in Seneca Falls, New York. Recently, while looking back at the platform that was debated at the National Women’s Conference, I was disheartened to see that many of the issues that women are fighting for today are the same ones we were fighting for 40 years ago.

We have a long way to go to reach full equality of the sexes, but I have hope. I am proud of the agency I started and want to make the road a little smoother for those who have come after me. That’s why I became a Los Angeles County Small Business Commissioner. I have the pleasure of advocating for greater opportunity for women in business. A big part of that advocacy involves sharing what works.

I have found that there are several traits that most women in business have that will help vastly improve many of the societal issues we are struggling with today.

In my experience, most woman-owned businesses have these characteristics in common:

Values driven — We understand we need to measure more than dollars – that people, profit and planet all matter.
Play well with others — We network, connect and advocate. We recognize that different organizations provide different values to our business and us.
Celebrate diversity — Most successful women business owners create organizations that are characterized by inclusiveness and diversity, team orientation, consultation, coaching and individual development, and inspire others to move toward a goal. We know diversity makes us stronger.
Greater than themselves — Many women business owners understand we live in a “global village” on a fragile planet, that all of us need to think ahead.

This year Hershey Cause Communications celebrates its 40th anniversary, and this month in particular is a time for reflection on the past and the progress women in business have made. It is equally important that we look to the future – and make sure that women in every field are thriving and being recognized or the impact they are making in the world.

Why We’re Working on A Day Without A Woman

March 8, 2017

Hannah Lainer

Why We’re Working on A Day Without A Woman

Today is personal for us here at Hershey Cause Communications. In addition to being International Women’s Day, March 8th has been designated as A Day Without a Woman by the organizers of the historic Women’s March that took place in dozens of cities across the country in January. Today is meant to build on that momentum and recognize the value of all women from all backgrounds.

We have the rare privilege of working at a woman-owned business that has a majority female staff. For nearly 40 years Hershey Cause has been breaking glass ceilings and fighting on the front lines for pay equity, gender equality and LGBTQ rights. But we know that not everyone is as lucky.

The beauty of A Day Without A Woman is it gives us the choice to express ourselves and our desire for equality in our own unique ways. There is a wide spectrum of ways to observe – from refraining from work, refusal to do unpaid labor (dishes, laundry, cooking – historically “women’s work” at home) to supporting woman-owned businesses to wearing red. Not everyone is in a position to take a day off of work but we can all do our part to send the message that women deserve equal pay and adequate family leave. The spectrum of expression is as wide and diverse as the women the make up the U.S.

Businesses and nonprofits can get in on the action too. Even more important than the symbol of standing with women, organizations and corporations should take today to assess their own employment policies. Does your company ensure equal pay for equal work? Do you pay your employees living wages? Does your office provide paid family leave? Ensuring that your organization has equitable employment policies cements your long-term commitment to economic justice and equality.

At Hershey Cause we’re supporting the day by choosing to continue the work we do everyday to advance issues ranging from social justice, racial equality, health care, domestic abuse prevention, LGBT rights and immigration reform. We are also wearing red, and supporting other local woman-owned businesses. We stand in solidarity with those across the county who are demanding justice and equality for women.

The rich history behind International Women’s Day and the exciting momentum of A Day Without A Woman makes today the perfect day to make a statement. Let us know what you are doing to mark the day – we’d love to hear from you.

This is What Democracy Looks Like

February 14, 2017

Nishith Bhatt

This is What Democracy Looks Like

It’s hard to miss, and hard not to celebrate, the levels of energy and engagement in our participatory democracy we’re seeing today. People aren’t just taking to social media to make their voices heard; they’re joining their neighbors and going to marches and meetings and rallies in cities and towns across the country. Folks who’d never thought about running for political office are thinking about it now.

It’s thrilling, and encouraging, to see due attention paid to responsible and responsive government. But engagement – and impact on people’s lives – doesn’t, of course, stop at government. Civil society, the non-governmental organizations and institutions that also drive the will of citizens and residents, responds to communities’ needs on the ground and helps people every day in every corner of the nation, in a way government often cannot.

As an agency that is both a nonprofit devoted to capacity building in the social sector, and as a business whose mission is to amplify nonprofits’ and foundations’ impact, we know that the role of civil society in preserving rights and in building more just, inclusive and healthy communities is more important than it has ever been. That’s why we do what we do, and it’s why we so deeply admire and respect what you do, as a member of this utterly indispensable “third sector.” Every day we share your indispensable work defending the vulnerable and advancing principles like fairness, inclusivity and prosperity for all.

Indeed, as many are saying at events across the country, this is what democracy looks like.

Laws of Attraction: Bringing New Donors to Your Cause

February 12, 2017

Beth Babyak

Laws of Attraction: Bringing New Donors to Your Cause

Valentine’s Day: love it or hate it, this time of year sparks conversations about how to attract that special someone. The same can be said for nonprofits all year round – how do you attract the right supporters and, most importantly, donors to your cause? Our Cause Clarity video “How to Attract New Donors” is a great place to start. Here are a few highlights.

As with any successful long-term relationship, often finding the right partner and acquiring new donors both take time. With so many causes and so much clutter in today’s fast paced world, it takes discipline and creativity to reach new people so they can hear about, become interested in and donate to your cause. An important first step for your nonprofit is to identity the types of donors you want to reach. After all, if you don’t know who you are looking for, it’s hard to find them. Once you can organize your ideal prospective donors into your top two to three priority groups, make a list of the characteristics or interests they share. The more you can understand what they care about and what motivates them, the easier it will be to figure out the best strategies to reach them in an authentic and meaningful way.

While attracting new donors to your cause is always a priority, it’s also important to maintain the relationships you have carefully developed with your current donors. With many worthwhile causes out there to compete with, and new ones popping up every day, you need to consistently connect with your current donors to keep them engaged. Just like a healthy and thriving personal relationship, you need to work at it to keep it going. Carve out standing times to touch base with your donors. Update them with relevant stories about the impact of the work they are supporting.

When reaching out, tailor your communications to the preferences of each of your donor groups (not everyone likes roses and chocolate). Regular email updates can be very effective, and including photos and video can make a powerful statement. Social media posts are a fast way to reach people. Mailed letters may also be appropriate for some of your donors who may not always be online. And don’t forget to invite your donors to any in-person events so they can see the work up-close and personal.

Ever been set up by a friend? Don’t be afraid to tap into your professional networks for a little assistance expanding your donor base. From a simple “like” or “share” to making an introduction, think about ways to equip your board, supporters and even current donors to be ambassadors of your great work.

And with any important relationship, don’t forget to say thank you. Acknowledging partners and supporters is always a crucial step in ensuring healthy, long-lasting relationships. And that’s something everyone can love this time of year.

Why We March — A Reflection from Our Founder

January 20, 2017

Hannah Lainer

Why We March — A Reflection from Our Founder

R. Christine Hershey, the founder of Hershey Cause Communications, is known as a pioneer in the world of cause communications and cause marketing, and as a champion for people and organizations whose work is focused on the social good. But at her core, Chris is an activist, someone who has never been afraid to fight for change by speaking truth to power, and she’s never shied away from a confrontation when equality and justice were on the line. Below is a dispatch she sent us on the go, as she travels to DC to once more jump into the fray by joining the hundreds of thousands who will march in the Nation’s Capitol this Saturday in support of the protecting rights of people who have been hurtfully attacked and maligned and whose rights may well be threatened by the incoming administration.

We’re so inspired by Chris’s leadership, and we’re so glad that she, her partner Susi and daughter Katie will be in DC representing us. We’ll be marching here in LA, too, and we hope to see you out in the community!

—
Susi and I have marched our whole lives. Even before we met each other and many times since over our 37 years together. We have marched to celebrate our diversity and renew the spirit of democracy. We have marched to honor the champions of human rights, dignity, and justice who have come before us. And we have marched to show our presence in numbers too great to ignore. Now, we march again so that our progress will not be thwarted by bigotry.

Wherever you are, wherever you call home, we hope you will join us.

Here is a brief history of some of the Marches we’ve participated in:
July 4, 1970
Honor America Day — During a period of contentiousness over the U.S. military involvement in Vietnam, Bob Hope helped to coordinate a rally intended to “show Americans can have a good time together despite their differences.” On July 4, 1970, “Honor America Day” was held in Washington, D.C. The day was intended to be non-partisan but was interpreted by many as a pro-war rally and was marred by anti-war demonstrators.

Summer 1978
California Proposition 6 was an initiative on the California State ballot on November 7, 1978, and was more commonly known as The Briggs Initiative. It was sponsored by John Briggs, a conservative state legislator from Orange County. The failed initiative would have banned gays and lesbians, and possibly anyone who supported gay rights, from working in California’s public schools. The Briggs Initiative was the first failure in a movement that started with the successful campaign headed by Anita Bryant and her organization Save Our Children in Dade County, Florida, to repeal a local gay rights ordinance.

October 11, 1987
The Second National March on Washington for Lesbian and Gay Rights was a large political rally that took place in Washington, D.C., on October 11, 1987. Its success, size, scope, and historical importance have led to it being called, “The Great March”. It marked the first national coverage of ACT UP, with AIDS activists prominent in the main march as well as the civil disobedience actions at the Supreme Court.

April 25, 1993
The March on Washington for Lesbian, Gay, and Bi Equal Rights and Liberation was a large political rally that took place in Washington, D.C., on April 25, 1993. Organizers estimated that 1 million attended the March. The D.C. Police Department put the number at more than 1 million. The National Park Service estimated attendance at 300,000, but their figure attracted so much negative attention that it shortly thereafter stopped issuing attendance estimates for similar events.

November 2002
Protests against Proposition 8 took place in California starting in November 2008. These included prominent protests against the Roman Catholic church and The Church of Jesus Christ of Latter-day Saints (LDS Church), which collaboratively campaigned in favor of California’s Proposition 8 through volunteer and financial support for the measure. The proposition was a voter referendum that amended the state constitution to recognize marriage only as being between one man and one woman, thus banning same-sex marriage, which was legal in the state following a May 2008 California Supreme Court case.

January 21, 2017
The Women’s March in Washington DC
The rhetoric of the past election cycle by the incoming administration has insulted and threatened many of us – immigrants of all statuses, Muslims and those of diverse religious faiths, people who identify as LGBTQIA, Native people, Black and Brown people, people with disabilities, survivors of sexual assault and so many others.
This Saturday in DC, we will be holding all these people in our hearts as we march for hope to prevail over hate.

Click here to watch a FB live interview Chris did about what the march means to her.

Join Our Team! We are Hiring a Senior Account Supervisor

December 22, 2016

Hannah Lainer

Join Our Team! We are Hiring a Senior Account Supervisor

Senior Account Supervisor (SAS) Job Description:

Hershey Cause Communications, one of the first mission-driven strategic communications agencies and a pioneer in the field of cause communications, has an opportunity for an experienced communicator who excels at leading teams. We work nationally but are grounded in Los Angeles’ rich and diverse culture. We have a uniquely “LA” spirit of innovation that helps our clients transform fields like healthcare, education, the environment and domestic violence by providing strategy, insight, planning and implementation across media that build influence and amplify impact.

Are you an action-oriented leader who’s equally decisive and full of energy? Do colleagues describe you as practical and resourceful, yet passionate about finding new solutions? Are you excited to lead teams of people in order to deliver the best possible results on behalf of clients and causes?

We are looking for a Senior Account Supervisor to join the agency’s leadership team. A seasoned communications and marketing professional with exceptional client/account management and people skills, the SAS is responsible for overseeing the agency’s account teams – providing both external communications expertise to clients and internal leadership to staff. The ideal candidate is adaptable, strategic and results-driven.

Critical Job Responsibilities
Client Management and Client Service Delivery (75%)

Responsible for account management and oversight for all client accounts, including the development and implementation of communications strategies and ensuring the profitability of accounts
Guide the direction of all client accounts in conjunction with the Founder/President and Chief Relationship Officer
Build and supervise teams of people necessary to deliver excellence in client service; responsible for ensuring client project goals are achieved and service and quality expectations are exceeded
Hands-on leadership for several client accounts, and oversight of other accounts led by direct reports
Develop project scopes and budgets, and then ensure that these are met
Ongoing monitoring of client accounts, including monthly projections and identifying both priorities and opportunities on behalf of the agency and clients
In partnership with the Operations team, responsible for managing the cost, schedule and performance for client engagements and ensuring the client experience is exceptional
Oversee the strategy implementation and management of a full range of marketing and communications projects and campaigns – including public relations, branding, advertising, digital and social media, event planning, message development, collateral development and more
Provide creative yet practical solutions to client projects, grounded in knowledge and experience communicating to diverse populations

Staff Oversight and Development (15%)

Supervise account team members and contribute to their short and long-term professional development; responsible for managing, developing and cultivating them
Contribute to staff recruitment and hiring/vetting processes; train new account staff

Senior Management Team Engagement (10%)

Participate in agency leadership meetings; monitor and provide recommendations on the agency’s ongoing growth and efficiency
Actively engage in helping to shape the future direction of agency
Advise on ways to grow existing client base
Lead/assist in the preparation and implementation of new business proposals and pitches
Contribute to other agency marketing activities, including content creation and representing the agency at conferences and events

Minimum Requirements
Education and Experience

At least 10+ years of experience in marketing communications, public relations, advertising or related field
Five or more years of agency experience, supervising projects and teams
Degree in marketing, communications, public relations or related field preferred
Strong project management skills required; certificate in project management a plus

Skills and Abilities

Record of achievement in marketing communications, media relations and creative services
Proven expertise in reaching the diverse communities of California
Expertise/industry knowledge in philanthropy, public policy and/or social entrepreneurship
Strong organizational, follow-through and time management skills
Detail-oriented and consistent, yet eager to test new ideas and find ways to make any situation more successful
Affinity for tackling day-to-day client management challenges as they arise
Strong project management skills
Demonstrated success with project planning, project management tools, budget development, resource planning and delivery
Ability to translate client requirements into strategic concepts
Impeccable speaking and written communication skills
Excellent interpersonal skills necessary to build and maintain client relations and direct project members
Proficient with MS Word, Excel and PPT. Must be able to work on a Mac platform

The ideal person for this position also embodies our values: excellence, quality, substance, vision, energy, warmth and authenticity.

How to Apply
If our mission and values align with yours, if your skills and experience match what we’ve outlined above and if you’re serious about having a positive impact on the world by using “Communications for Good,” we’d love to hear from you.

Please send resumes, cover letters and writing samples per the following instructions to Juliet Gifford at careers@causecommunications.com

1) Resume should include work experience, skills, education and salary history
2) Cover letter should include the following:
Why do you want to work at Hershey Cause Communications?
Why this position is attractive and would be satisfying?

What do you bring to this position? How do your skills and experience match the job?

Your desired career path
3) A brief professional writing sample (report, memo, correspondence) that illustrates your ability to describe an issue, articulate a plan and/or delineate next steps or recommendations. This document should be an example of your writing abilities, critical thinking, and mastery of form (i.e. layout, presentation, design, etc.)

A Holiday Message From Hershey Cause Communications

December 20, 2016

Hannah Lainer

A Holiday Message From Hershey Cause Communications

Join Our Team! We are Hiring a Design Director

November 9, 2016

Nishith Bhatt

Join Our Team! We are Hiring a Design Director

Design Director – Hershey Cause Communications

Hershey Cause Communications, one of the first mission-driven strategic communications agencies and a pioneer in the field of cause communications, has an exciting opportunity for an experienced and dynamic design leader who wants to change the world for the better.

The Design Director is responsible for providing a creative spark and executing quality print and web design. Hershey Cause Communications is a full-service agency, so it’s important that our Design Director have experience with – and mastery of – brand identity development and roll-out, print collateral, website architecture and design and e-newsletter design. The Design Director supervises a full-time Senior Designer and may work with designated Creative Directors, if necessary. A creative professional, the Design Director will have a great eye and a passion for design, and work collaboratively with the Marketing and Account teams.

Critical Job Responsibilities

Creative Production / Account Management

Manage design resources including other designers, vendors, freelancers – including web developers
Coordinate with project manager on developing production schedules, staying one step ahead of workflow and staffing needs
Provide quality control on all design projects
Maintain digital files and paperwork
Production of print mechanicals
Oversee printers’ proofs and handle press checks

Design Skills

Produce consistently brilliant creative within set timeframes
Lead creative projects and manage / oversee design projects from start to finish
Lead and educate the staff in creative processes
Lead and creative direct photo shoots and location scouts if needed
Demonstrate web design and UX/UI savvy; keep up with latest trends and technology
Leverage design to provide solutions to client needs

Internal Marketing

Manage design and updates for internal marketing components including websites and e-newsletters (knowledge of WordPress is a plus)
Coordinate with project manager on design needs for new business proposals and pitches
Assist in the development of Hershey Cause capabilities and collateral materials
Participate in networking opportunities and represent the agency at relevant events and conferences

Minimum Requirements

Education and/or Experience

5+ years agency experience
Experience supervising managing teams
Bachelor’s degree in communication arts, marketing and design or related field

Skills and Abilities

Strong portfolio across a variety of disciplines
Strong communication skills and the ability to build both solid internal and client relationships
Possess understanding of the marriage of words and pictures for a successful design project
Understanding of how a visual brand is executed across all mediums – print to digital
Experience directing complex and large scale projects
Expert in the use of typography, color theory, layout and communication across a wide variety of design deliverables (digital and print)
Demonstrates a critical user-based perspective for all design decisions
Proven ability to express complex ideas through design in innovative, clear and provocative ways
Attention to detail at the highest level with a keen eye for proofreading copy and content; excellent spelling and grammar skills
Very strong organizational skills
Agile, flexible and a solution based thinker
Works well under pressure and multiple deadlines managing overlapping projects and adapting to scheduling modifications
Able to communicate ideas effectively to and between creatives and non-creatives
Social media savvy
Proficient with prominent design applications:
- Adobe Creative Cloud: InDesign, Illustrator, Acrobat, Photoshop
- WordPress
- Mac/OS
- Microsoft Office including Word, Excel, Powerpoint
- Keynote

All team members should strive to consistently exhibit our core values and guiding principles.

GUIDING PRINCIPLES

The following are essential to Hershey Cause Communications as a company, in our work, with our clients, and within and among ourselves:

Consistent Timeless Quality. Best-in-class pros.
Intelligence permeates everything we do. Thoughtful.
Always thinking ahead. First to spot big ideas.
Excited about our work. Passionate about what we do.
A “realness” in ourselves, our work and our clients. Authentic.

CORE VALUES

The following are qualities that we embrace in our team and in our clients:

Positive Energetic

Approachable Passionate

Accountability Authenticity

Collaboration Quality

Vision Clarity

Passion Honest

Diverse Humor

Creative Intelligent

About Hershey Cause Communications

Hershey Cause Communications is a mission-driven strategic marketing and communications agency that creates positive social change on behalf of companies, foundations, nonprofits and the public sector. Based in Los Angeles, the agency also provides communication tools and training to over 20,000 nonprofit organizations in over 25 countries. For more information, visit www.hersheycause.com.

If our mission and values align with yours, if your skills and experience match what we’ve outlined above and if you’re serious about having a positive impact on the world by using “Communications for Good,” we’d love to hear from you.

Please send resumes, cover letters and portfolio per the following instructions to Juliet Gifford at info@causecommunications.com.

Resume should include work experience, skills, education and salary history
Cover letter should include the following:
- Why do you want to work at Hershey Cause Communications?
- Why this position is attractive and would be satisfying?
- What do you bring to this position? How do your skills and experience match the job?
- Your desired career path
- Portfolio of design samples

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Why We March — A Reflection from Our Founder

Join Our Team! We are Hiring a Senior Account Supervisor

A Holiday Message From Hershey Cause Communications

Join Our Team! We are Hiring a Design Director

Creating Change:
Are the Right People in the Room?

Capacity Building to Move the Needle:
In Conversation With Wendy Chang

History Matters:
Look Back to Look Ahead

Build Genuine Connection
Through Trust and Empathy

Tapping into Communications’
Power to Connect

Pivoting for Impact:
In Conversation with Naveena Ponnusamy

Virtual Fundraising Events with a
Real Impact

Ethical Storytelling:
In Conversation with Michael Kass

Tech Round-Up: Tools for Going
From Good to Great