9. Communicating with Impact /

9.1 Setting communication goals

STANDARD:

We know what we want to achieve by sharing evidence of our impact.

To meet the standard in full, you have clear and agreed communication goals. For example, to build your reputation, to raise your profile, to grow support for your cause, to attract new employees, or to get more funding.

Effective communication is essential if your impact evidence is to achieve maximum effect.

For this, your social enterprise will need different messages for different audiences, and different channels and tools to reach them.

Before investing time and money, however, it’s best to ensure that you are clear on what you want to achieve from sharing your impact evidence with the world. So, set clear goals.

Typical communication goals focus on furthering engagement, leadership, recruitment, or resources. Below there are 16 communication objectives that social enterprises commonly pursue through making good use of data.


ENGAGEMENT

  • Keeping supporters inspired
  • Raising awareness
  • Educating about the cause
  • Winning hearts and minds

LEADERSHIP

  • Raising organizational profile
  • Showing thought leadership
  • Reputation management
  • Staff buy-in to the mission

RECRUITMENT

  • Building membership
  • Increasing clients
  • Recruiting staff/volunteers
  • Attracting partners

RESOURCES

  • Building funder trust
  • Attracting donors
  • Winning customers
  • Raising investment

Remember you won’t be able to achieve everything, so focus on just a few main goals.

Your communications goals should also contribute to the overall aims of your organization, and communicating impact should not be regarded as separate from wider marketing and communications efforts.

Try to ensure that your goals are specific or focused on what you want to achieve, and actually achievable within a reasonable timeframe and the resources available to you.