COFI
Communications and Resource Development Coordinator Interview: Communications Proposal
Jason Lemberg, 07/16/14

COFI has an established model of organizing (family-focused organizing) and a prolific community-based group (POWER-PAC). Both are elements of a brand that can be built upon.

COFI's history and the families they work with are the image.

The image becomes a brand when it's merged with a development goal.

Non-profit brand-building through
story-telling across media platforms

The Goal: Build upon COFI's history and family-focused organizing to create a dynamic and engaging narrative that gives multiple points of access for supporters and community involvement.

To build a brand, two important steps:
1. Firm understanding of current mission-based image and brand.
2. Clear and measurable vision of what direction to take the image and brand.

COFIMission: COFI Helps to build family-supportive communities by developing parents' capacities to lead-to improve their lives, strengthen their families and better their communities.

Day-to-day family struggles are rooted in public policies that have public remedies

COFI's current image is powerful; earned through passionate community-based work.

The challenge is not in the image, it's in promoting the image. A communications plan will utilize this history and address some media gaps (a stagnant website and low use of social media).

The Key to a mission-based development and communications plan: Engage a community, n0t just donors

First Steps

• Determine measurable development goals
• Create a clear communications plan
• Align plan with COFI's organizational abilities
• Implement plan with multiple reflection stages

Included in the communication and development plans will be a revamping of COFI's social media and website.

Some examples of changes include...

Story telling via Social Media: Instagram, Twitter, SnapChat, Tumblr

Extend professional networks: LinkedIN

Website Audit:
Collaboratively assess websites strengths and gaps. Possibly partner with a nonprofit tech group.

Tap a younger, energized generation (not connected to money):
Don’t shun arm-chair activists; engage them to become something powerful

Leverage past success and reputation to expand visibility: academic conferences, activist networks, philanthropic campaigns, etc.

Funding and development opportunities will grow out of a focused, measurable, and vibrant communications plan.