Strategic communication and fundraising plan for Plant a Fish. Includes comprehensive background and analysis as a well as communication strategies for fundraising and Search Engine Optimization.

1. Plant a Fish
Communication
Plan
Chi-Chi Millaway

2. Agenda
 Background
 Research
 Analysis & Outcomes
 Communication Plan
 Objectives
 Strategies, tactics and recommendations
 Logistics
 Budget, timeline and evaluation

3. Background
 Launched by Fabien Cousteau on June 7, 2010
 Mission: Educate • Empower • Restore
 Restoration “Planting” Projects
 Coral and mangroves in South Florida
 Oysters in New York Harbor
 Coral in Maldives
 Sea Turtles in El Salvador

4. Organizational Objective
 Restore and protect healthy waters around the world
through hands-on outdoor education and restoration
initiatives
 Develop the PAF brand

5. Research
 First step
 Research  Act  Communicate  Evaluate
 Determine
 What we know
 What we don’t know
 Issues management
 What we want to know
 Right messages  Right audiences  Right channels

6. SWOT Analysis
Strengths Weaknesses
Current assets Current disadvantages
Opportunities Threats
Emerging assets Emerging disadvantages

7. Strengths
 Unique name and logo S W
 Authority O T
 Founder and board
 Mission
 Restoration and education initiatives
 Projects
 Fun, impactful  Success stories
 Media
 Social media, website, Pepsi Refresh  Good
presence

8. Weaknesses
S W
 Strong competition
O T
 Limited support
 “I can’t make a difference”
 Limited funding
 Media
 Social media, website, Pepsi Refresh  Quality
 Name
 How do you plant a fish?
 Is this Plenty of Fish?

9. Opportunities
S W
 Increased visibility
O T
 Unique name, replanting, grant wins
 Support network
 Passionate volunteers
 Student advocates
 Partnerships
 Corporate sponsors
 Measurable success

10. Threats
S W
 Crisis
O T
 Environmental or volunteer-related
 Projects
 Unsuccessful, too many
 Resources
 Overworked founder and volunteers
 Lack of volunteers, partners, sponsors, donations
 Failure to gain market share

11. Outcomes
Likelihood Overworked
founder Well-known
brand
Strong (action)
support
Name (action)
Successful
confusion projects
Environ/site
crisis
Magnitude
Little
support Well-known
(nothing) brand
(nothing)

12. Communication Plan
 Objective
 Develop the PAF brand by building a strong
reputation and network of supporters
 Strategies
 Educate Improve the quality and quantity of
PAF’s media coverage
 Empower Broaden PAF’s audience and support
network
 Restore Build PAF’s reputation as a premier
nonprofit

13. Empower: Broaden PAF’s audience
Educate
 Volunteers
Empower
 Activists Restore
 Opinion leaders
 Local community
 Current and potential donors
 Partners
 Sponsors
 Media

14. Reaching new audiences
Educate
 Message: Where does the audience stand?
Empower
 Rec: Audience questionnaire* Restore
 Identify opinions & beliefs
 Polls, surveys & informal interviews
 Medium: How do you reach them?
 Rec: Communication audit*
 Evaluate communication effectiveness
*See appendix

15. Communication Grid
Press Word-of-
Website Facebook Twitter Projects
Releases Mouth
Volunteers X X X X X
Activists X X X
Opinion leaders X X
Local community X X X X
Donors X X X X
Partners X X X X
Sponsors X X X X
Media X X

16. Empower: Broaden support network

17. School & Partner Outreach
Educate
 Expand cause partnerships
Empower
 Partner letter to environmental and conservation groups*
 Volunteer programs with dive groups* Restore
 Expand school partnerships
 Partner letter to NYC high schools with environmental or service
focus*
 Develop educator partnerships
 NYU environmental conservation education program
*See appendix

18. Empower: Broaden financial support
 Corporate partnerships & philanthropy Educate
 Media outreach* Empower
 Leverage "connections" to corporate sponsors
Restore
 Vilebrequin & sea turtles
 Find a mangrove sponsor!
 Funding options
 Microgiving
 Grants*
Granted lost momentum  Freelancer
 Fundraisers
 Oyster event at a restaurant
 Individuals give over $230 billion annually
 Leverage support network
 New HS partnership model
*See appendix

19. Recommendations to Empower
Educate
 Identify audience opinion via polls, surveys &
Empower
interviews
Restore
 Audit communications and improve website and
social media
 Reach out to schools and potential partners
 Identify connections for corporate sponsorships
 Pursue microgiving, grant and fundraising options
 Develop a HS partnership model

20. Educate: Quality of media coverage
Educate
 Media content analysis* Empower
 What and how much is the media saying? Restore
 How does that compare to competitors?
 Researches messages
 Determine impact
 Adapt & improve
*See appendix

21. Educate: Quantity of media coverage
 Targeted media pitches* Educate
 Conservation and the environment Empower
 Service and education Restore
 Make the issues news
 Leverage planting days and completed projects
 Publicize special events
 Earth Day, World Ocean Day, National Week of the
Oceans
 Fundraisers
 Identify trends and hooks
*See appendix

22. Stake in issue
 Issue trend analysis Educate
 Story placement Empower
 Tone Restore
 Bylines
 Messengers and spokespeople
 Messages
 Identify news hooks and trends
 Problem-opportunity
 Issue: Oyster beds in Hudson destroyed
 Stake: Oysters reduce nitrogen, improve water quality
 Action: Educate students, replant oyster beds
 Opportunity: Students are improving NYC’s water quality

23. Recommendations to Educate
Educate
 Media content analysis
Empower
Restore
 Media relations
 Leverage projects and events
 Identify issues and news trends

24. Restore: Stand out from competitors
Educate
Empower
Restore

25. Competitive landscape
Educate
 Fierce competition
Empower
Restore
 Over 1.5 million nonprofits in US
 Almost 1 million charities
 Over 13,000 environmental charities
 Nearly $2.6 trillion in assets
 Over $1.4 trillion in revenue

26. Competitive analysis & positioning
 Conservation Educate
 Focus: Preservation Empower
Some very limited restoration in specific areas
Restore
 Position: PAF is undoing the damage we’ve done
 Message: Fix what we broke
 Biodiversity
 Focus: Policy change
Goal: Influence government and conduct research
 Position: They change the paperwork, PAF does the footwork
 Message: Local efforts making a global impact
 Species specific projects
 Focus: Advocacy and serving as a resource
 Position: Take action and replant the species now
 Message: Make an immediate impact

27. Restore: Have the best online position
 Website goal is conversions! Educate
Empower
 What do you want visitors to do?
 Contribute
Restore
 Audience: Environmentalists with surplus income
 Conversion: Donate via the online form
 Rec: Improve donation form, create donation countdown
 Find information
 Post educational material and resources links
 Learn something/change their mind
 Interact with forums and testimonials
 Subscribe
 Connect with more media
 Methods to promote – Digg, Like, etc.
 Widgets and documents for download

28. Search Engine Optimization*
 Can I improve presentation, usability or visibility? Educate
 SEO growth worksheet Empower
Restore
 Think of search engines as a particularly big media outlet
 Optimization factors
 Uncontrolled
Age of domain and site authority
 Specialty searches
 Images, videos, blogs, press releases
 Controlled
 1- Keywords
 2- Links
 3- Social Media
 4- Evaluation
*See appendix

29. Step 1: Keywords
 Every page is an opportunity to optimize Educate
 5-10% target keywords Empower
 Invisible and visible text Restore
 Focus of optimization = Keywords
 1- Generate a list
 2- Expand the list
 3- Evaluate list’s popularity
 4- Short list
 High popularity – Low competition – High relevance
 5- Incorporate the words

30. Step 2: Links
 Quality Educate
Empower
 Generate online buzz
Restore
 Home page or anchor text using keywords
 Quantity
 Link building is free
 “Site of the day” editors
 Google and Yahoo! nonprofit advertising
 Link directories and requests
 Partner Backlinks

31. Step 3: Social media
 Secure PAF’s online brand Educate
Empower
 Be conversational Restore
 Social networking: Facebook and Twitter
 Be competitive
 Blogs and forums
 Free widgets and apps
 Be accessible
 Social bookmarking: Digg, Reddit and deli.icio.us
 Add “like” buttons to your page
 Be interesting
 YouTube videos and Flickr pictures

32. Step 4: Measurement
Educate
 Did the SEO work?
Empower
Restore
 Find out the number of hits and unique visitors
 Google analytics
 Determine the accessibility
 .Indexing
 Check landing pages
 Keywords
 Check density and usage per word
 Links
 Check popularity and validity

33. Recommendations to Restore
Educate
 Own a position your competitors can’t Empower
Restore
 Optimize keywords, links, social media and
evaluation

34. Logistics
1 month Future
-Audience questionnaire - Create a social media role
- Communication survey -Create online communities and forums
- Media content analysis -Develop a volunteer plan
- Competitive positioning - Improve donor relations (newsletter)
4 months 8 months 1 year(Evaluation)
- Pursue funding - School and -Media monitoring
- SEO partner outreach - Google page rank
- Issue trend analysis - Develop HS - Increase in supporters and
- Media pitches partnership model funding

35. Q&A