Supercharging Your Purpose — The Four Communications Skills that Drive Organizational Success

Each workshop will provide you with valuable insights and the practical skills you’ll need to create and implement communication strategies that successfully meet your organizational objectives. This series is essential for communications staff, subject matter experts, and program leads who are involved in planning programs, executing communications plans, and crafting messages for the public.

For your convenience we have structured the four presentations over a consecutive two-day period.

All workshops take place at Sustainability Network, within the Centre for Social Innovation, 215 Spadina Ave., Alterna Room (4th floor).

Strategic Communications

Wednesday, February 22, 2017
12:30 pm to 2:30 pm

The term “strategic communications” relates to the process by which organizations infuse their communications efforts with an overarching agenda and a goal-focused master plan which involves promoting the brand of an organization and urging people to do specific actions. In this workshop, you’ll learn the HOWs and WHYs of strategic communications, understand (and convey) the value that these types of efforts can deliver to your organization, and begin managing current and future communications challenges within your organization, be it donor engagement efforts or building support for campaign.

Designing a Better Brand

Wednesday, February 22, 2017
3:00 pm to 5:00 pm

A great brand is instantly recognizable and respected, conveys what is special about your organization, and helps open doors and facilitate growth by virtue of its power to transform issues and lives. Its strength is derived from the goodwill and name recognition it has earned over time, and the emotional connection it creates with those who encounter it. This translates into greater volunteer, staff and supporter alignment with the organization’s mandate, increased fundraising opportunities and enhanced market positioning.

In this workshop, you’ll learn how to go about building your brand. It will cover everything from developing the basics of your corporate identity to extending it into fundraising and communication activities.

Engineering Effective Events

Thursday, February 23, 2017
8:30 am to 10:30 am

Event marketing strategies leave a lasting, brand-focused impression by grabbing the attention of a group of people gathered together, creating a sense of belonging and community and forwarding your organization’s mandate. If executed professionally and successfully, event marketing will provide attendees (partners, donors and supporters) with an experience that will resonate in their minds for months, if not years, to come.

In this workshop, you’ll learn how to turn your event into the must-attend occasion on your community’s social calendar while adding significant value to your brand, operations and bottom line. We’ll use case studies to run you through developing the initial concept, thematic devices, venue, MC and speakers, entertainment, food, venue decoration, audio/video, set-up and teardown and attendee (and sponsor) follow-up.

Engaging Email Campaigns

Thursday, February 23, 2017
11:00 am to 1:00 pm

Email outreach remains one of the most vital communications tools available to organizations for successful campaigns and development efforts. Effective email outreach depends on a combination of communication strategy, psychology and messaging, copywriting, layout and design, technical delivery platforms, testing and analysis, and best practices. With proper execution, email outreach consistently delivers one of the highest communications returns on investment.

In this workshop, you’ll explore a number of email design and messaging case studies, and compare some of the major email service providers and their technical offerings. You’ll learn the importance of list segmentation and integrating contact relationship management (CRM) systems, personalization of emails and automated email series messaging. You’ll also learn to consistently improve your email communications through metrics analysis and split A/B testing.

Registration Cost: $150 for the series, or $50 per presentation
Register here:

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