PBRL 4102 PUBLIC RELATIONS IN THE NOT-FOR-PROFIT SECTOR SUMMER SESSION ______________________

1. PBRL 4102 PUBLIC RELATIONS IN THE NOT-FOR-PROFIT SECTORSUMMER SESSION______________________ Amelia Clarke Past President

2. Agenda • The Sierra Club of Canada (SCC) • SCC target audiences • SCC types of internal communication methods and sample materials • SCC types of external communication methods and sample materials • Who does our marketing and communication efforts • My perspective as a Board member • Specifics – depending on the questions.

3. Mission To develop a diverse, well-trained grassroots network working to protect the integrity of our global ecosystems. Sierra Club of Canada’s mission focuses on five overriding threats: • loss of animal and plant species; • deterioration of the planet’s oceans and atmosphere; • the ever-growing presence of toxic chemicals in all living things; • destruction of our remaining wilderness; • spiraling population growth and over consumption.

4. Sierra Club Our campaigns and programs in Canada • Health and the environment • Energy and climate change • Sustainable economy • Biodiversity and wild spaces • Environmental Education • Excursions (Outings) • Sustainable Campuses and youth programs Our structure in Canada • National office (Ottawa) • Chapters – BC, Prairie, ON, Québec, Atlantic • Sierra Youth Coalition • Local Groups – Halifax, Cape Breton, etc. • Sierra Club of Canada Foundation = charitable • Sierra Club (US)

5. Organizational Chart

6. Internal Members Donors Major Donors Monthly Annual Staff Volunteers National Board Executive Committees Committees Help staff External Media Government / Decision-makers Funders Teachers / Students Youth / Student leaders ENGOs / Coalitions Public Our target audiences

7. Internal Comm. Methods and Materials • Members • Welcome letter, renewal notice, SCAN, Chapter newsletter, e-newsletters, membership brochure, election ballot / online voting… • Donors • SCAN, donor appeals, phone calls, visits (major donors)… • Staff • Conference calls, meetings, trainings, emails, list-serves, committees, extranet… • Volunteers • National Board and Executive Committees • Board orientation and binders, presentations, committee documents, listserve, emails, conference calls, meetings, extranet… • Committees • Conference calls and/or meetings, emails, documents… • Helpers • Orientation, volunteer interest form…

8. External Comm. Methods and Materials • Media • Press Releases and Conferences • Government / Decision-makers • Meetings, phone calls, coalition documents, briefing packages • Funders • Letters of Intent, Proposals, Meetings, phone calls • Teachers / Students • Letters, packages, school visits, web site, • Youth / Student leaders • Conferences, Camps, trainings, school visits, letters, permissions slips, presentations • ENGOs / Coalitions • Email, meetings, conference calls, documents, presentations • Public • Presentations, conferences, tabling events, outdoor activities, direct mailing, PSAs, media, fact-sheets, web site, Sierra Magazine, membership brochure, wallet card, posters, maps, etc.

10. Some recent activities Communications Audit Member Survey Donor Focus Groups Marketing Strategy Board – Marketing Strategy Presentation

11. Who does all this? • Simple answer = everyone • Board’s National Marketing and Communication Committee • Strategy • Campaign and Program staff and volunteers • Fact sheets, content, presentations, speak with media and decision-makers, sometimes media releases • Web masters • Both paid and volunteer • Communications Staff (BC and National) • Media releases, web content, list maintenance, extranet, etc. • BC Mapping Department • GIS maps • Membership and Operations Staff • All membership services, non charitable donor relations, volunteer management, focus groups and surveys • Foundation Staff • All charitable efforts – web, donor relations

12. Board Member Perspective • Marketing and branding are secondary to the environmental issues (our mission). • Yet we are more successful on issues with good communications, marketing and branding • Communications is a means not and ends • Challenges of communications include: • Unless it is campaign or education related, it is very hard to fund. Direct mailing is impossible to fund. • Even keeping documents updated is challenging. Funding for creation not maintenance. • Bilingual communications is challenging. • Internal communications are critical • Must be a benefit not burden. • Well thought out documents and presentations prepared through consultation beforehand helps discussions immensely. • Corporate alliances must be screened

13. Questions? Comments? For you to keep: • Copy of the marketing strategy • Membership brochure • SCAN Newsletter • Fish Card