Managers of a small nonprofit knew that external outreach and communications, particularly digital and social media, were essential for success and asserted that their current strategy was not effective. The XN student was asked to analyze the current communication and outreach strategy, research best practices relevant to the target audience and internal capabilities, and summarize recommendations for management.
Deliverable
A one-page matrix with rows representing engagement tools currently used (website, Twitter, email newsletter, Facebook, LinkedIn) and columns listing problems with current deployment, possible solutions, and proposed frequencies of use, with literature cited to support the student’s recommendations.
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