There is a major role that the expertise held within your stakeholder groups will need to play if you are going to increase not-for-profit awareness, as a long term strategy. You must harness the experts, whether they work for you or support you in some way. It is their knowledge which will ultimately be a source of generating ongoing interest.
To give your cause a stronger voice in the community, you need to be aware that this is all part of a clearly defined 12 step process, which I have outlined in a previous blog. This is not about a ‘grab a headline for a day’ approach, it is about developing an approach which has the potential to yield rewards every day.
Within your charity or not-for-profit, you will have various experts covering a broad range of subjects. They may not always directly relate to what you do each day as an organisation, but it is still important to know the resources you can access. Next, extend this mix of resources beyond staff to all your stakeholders.
You know the problems your personas are facing, and the things they like to discuss. Can you identify a stakeholder who can assist in providing a response? If not are there potential collaborations which can be formed to access the expertise? Remember others will be willing to support you because they are gaining from exposure to your audience as well as giving you access to theirs.
Remember, harnessing your experts is step nine in the process, and is part of the the third and final phase to increase awareness of your charity or not-for-profit. Don’t skip the other steps.