Purpose of the Communication
As a non-profit worker, the main nature of work is assisting members of the community in accessing social amenities that can improve the quality of their lives. The main purposes of the communication generated by the non-profit are thus:
Boosting community awareness: By increasing the awareness of non-profit to the members of the community, the non-profit can reach more people and create change at a more meaningful level.
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Demonstrating the non-profit’s capabilities: After boosting awareness, it is important for members of the community to be aware of what the non-profit can do for them. For example, by communicating that the organization provides cultural integration services such as ESL classes and citizenship classes, the non-profit can appeal more strongly to a specific segment of the population that is in need of such specialized services.
Educating the community: Communication can be used to educate the community on the steps that they can follow to address specific problems. For example, creating and disseminating user-friendly posters, info-graphics, or brochures on issues plaguing the community is a way to impact change. Examples include lists of resources for non-English speakers and tutorials on registering for Medicaid.
Improving access: Another purpose for communication is to improve access to information for all members of the community. This includes removing barriers such as language by publishing material in several languages and adding sign language and subtitles for viewable content.
Audience and Key Factors
There are a number of different audiences that the non-profit communication will be intended for. The main factors identifying these audiences are:
English as a second language (ESL) speakers: A significant part of the community are not native English speakers and benefit from the non-profit's work
Low-income families: These families benefit from the non-profit's food stamp program
Elderly individuals: These individuals benefit from the Medicaid assistance
Key Information and Message
The key information that will be provided by the non-profit’s communication is access to social amenities. The non-profit is a liaison that connects the members of the community and several services. These include food subsidies, healthcare insurance, and cultural integration programs. Thus, the main message of the communications will centre on these services being accessible and attainable to all.
Communication Formats
The main communication formats will be brochures, info-graphics, online videos, and social media advertisements. The rationale behind the use of brochures and info-graphics is that they are short and easy to consume, meaning that people can quickly and easily gain the relevant. Furthermore, they are simple to translate and have available in multiple languages for improved access. The rationale behind short online videos is that they are easy to consume. Research shows that social media has shortened the average person's attention span, making videos more effective than textual content (Kies, 2018). Social media advertising was chosen as it is the leading means of disseminating information digitally (Tuten, 2020). Thus, access to the information will be boosted in this way. These types of communication are also both verbal and non-verbal, including the body language and sign language elements of the video content.
Leadership Values
The guiding leadership values in this communication plan are authenticity and respect. Authenticity in the leadership context refers to self-awareness and integrity, which is a key element when dealing with discrimination and inclusion. The main message in this communication plan is to include all members of the community, including non-native individuals, the elderly, low-income families, and those living with disabilities. This reflects authentic leadership and respect for all segments of the population.
Sample Communication
Below is a sample info-graphic for COVID-19 that assists ESL individuals by including another language.
References
Kies, S. C. (2018). Social media impact on attention span. Journal of Management & Engineering Integration , 11 (1), 20-27.
Tuten, T. L. (2020). Social media marketing . NY : Sage.
