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Communications

In order to gain support, raise funds and deliver projects and services which will benefit its local community Development Trusts must be able to communicate effectively. This means being clear about the messages the Trust wants to get across, the audiences it wishes to reach, and the most appropriate means to do this.

• A communications and marketing plan, to complement the business plan, will set out which audiences the Trust wishes to reach, and the way that it will do this.
• One of the earliest tasks will be to agree the name of the Trust and, if possible, develop a logo and design guidelines for all materials.
• An effective way to clarify the messages the Trust wishes to get across is to work on one product - perhaps a leaflet or folder with information sheets - with a designer and writer. The key ideas and images can then be applied relatively easily to other materials.
• The feedback from presentations to different audiences is one of the best ways of refining messages and finding out what communicates most effectively.
• Local media - newspaper, radio, television - can be the most cost effective way of reaching your audiences. Before approaching them you have to be clear about what you want to get across, and think through what is likely to be newsworthy for the media.

Checklist

• Does the Trust have a communications and marketing plan which covers:
  • initial sponsors, supporters and clients?
    fundraising strategies?
    public awareness?
• Does the Trust review the communications plan in the light of its targets?
• Does the Trust have:
  • a clear identity expressing its purpose?
    an appropriate range of materials/media to explain the purpose and work of the Trust to its target audiences?
    a structured mailing list of contacts?
• Does the Trust runs events to involve the local community in the work of the Trust?
• Does the Trust have a policy on public access to Trust Board and committee meetings?
• Does the Trust maintain appropriate contact with the media - locally and nationally?