SEO Optimization
Messaging on a Mission
You've probably heard a thousand times that Search Engine Optimization (SEO) is a valuable and essential digital marketing tool. But do you know how it works and how your organization can reap its benefits? In this episode of Messaging on a Mission, we dive into the importance of SEO and how to implement best practices to make your brand more discoverable than ever online. Key Takeaways Who your audiences are, where you can find them, and how to get your brand in front of them are the aspects of digital marketing that everyone in charge of an organization should know about. Do your research to...
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Love in Your Message
Messaging on a Mission
Kim Sorrell discusses her book, Love Is, which is about her year-long quest to figure out the true meaning of love. She talks about that journey and what she’s learned about leading with love and incorporating it into your message. Episode Guest(s): Kim Sorrelle is an entrepreneur, director of a humanitarian organization, a popular speaker, and the author of two books. Her first book, Cry Until You Laugh is about her breast cancer experience and her husband's battle with pancreatic cancer after being diagnosed four months apart. Her second book, Love Is, chronicles her year-long...
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Public Speaking & Your Message
Messaging on a Mission
For many, the topic of today’s episode ranks right up there with having a root canal, attending a party filled with multiple exes, or fighting city hall. Yet, speaking in public about the work of your organization is one of the most powerful tools for getting your message out in the world. Our guest today gives us lots of concrete steps we can take to get better at public speaking. Episode Guest(s): Brenden Kumarasamy is the founder of MasterTalk; he coaches ambitious executives & entrepreneurs to become the top 1% of communicators in their industry. He also has a popular...
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Crisis Communications
Messaging on a Mission
Crises occur when they're least expected, which is why crisis communications are necessary for every organization. Although life would be so much easier if emergencies arrived with a fair warning, you and your organization would be better off having an effective plan to help avoid catastrophe and permanent reputation damage. In this episode of Messaging on a Mission, David Oates, a renowned Crisis PR expert, sheds light on how individuals and organizations can avoid potential PR disasters and reveals the best things to do during pre-crisis, crisis, and post-crisis situations. Episode...
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Annual Reports
Messaging on a Mission
The idea of the annual report fills people with yawns, dread, and thoughts about practically anything else. It doesn’t have to be that way! In this episode of Messaging on a Mission, an expert explains why the annual report can not only be a powerful tool for telling your story and building your brand, but it can also supply your organization with great content to last you throughout the year! Episode Guest(s): Katharine Ramsden has helped leading organizations and their leadership teams tell their stories for over 30 years. Her career began as a research analyst at a consulting firm...
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Intergenerational Communication
Messaging on a Mission
For organizations to thrive, they have to have intergenerational teams and constituents. With that, however, can come to some unexpected communication challenges. Understanding how to speak to everyone based on their specific needs is the hallmark of good communication. In this episode of Messaging on a Mission, we hear about ways to make intergenerational communication clear and effective. Episode Guest(s): Peter Yawitz (peteryawitz.com) is the President of Clear Communication (clearcommunication.net) and founder, host, author, and advice columnist at Advice from Someone Else’s Dad...
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Writing Intentionally
Messaging on a Mission
Writing Intentionally Episode Summary: Writing is an essential aspect of our lives since we learned our ABCs. We write every day; whether we’re drafting a document for our colleagues at work, writing an email to a client, or texting a loved one on Instagram, it is a unique skill. However, it should be done purposefully. How do you pass your message with clarity if you’re writing for a group of people? This episode of Messaging on a Mission reveals insights from Erin Lebacqz – an expert in writing intentionally. She sheds light on how people can communicate clearly and gain...
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Photography and Your Message
Messaging on a Mission
When we think of the messages we send out in the world, we always think about the words. But how often do we think of photography? Not enough. Your message is more than what you say with vowels and consonants. It’s also about the story you tell, the emotions you show, and the authenticity you create with photography. In this episode of Messaging on a Mission we speak with renown photographer Joel Benjamin on how to think about photography when telling your story. Episode Guest(s): Joel Benjamin is a commercial and editorial photographer, known for his bright, authentic and energetic...
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How to Hire a Consultant
Messaging on a Mission
It’s impossible to go it alone; especially when your organization is lean and your to-do lists are fat! Enter “the consultant.” How do mission-driven organizations find the right one though? Today’s guest is the co-founder of Nonprofit.ist an online community that connects consultants with the mission-driven organizations they can help. Episode Guest(s): Heather Yandow is a collaborative co-conspirator and creative thinker with over 20 years of experience in the nonprofit world. Inspired by issues that touch her heart and organizations invested in relationships,...
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Food for Life
Messaging on a Mission
Some ideas are easy to communicate. Others are not as easily embraced. Our guest for this episode of Messaging on a Mission is Paul Rodney Turner, founder of Food for Life Global, the world’s largest vegan food relief with 211 projects in 60 countries serving up to 2 million meals daily. We hear about his journey from monk to the leader of a global nonprofit (as well as billiards champion). Plus, we learn his views on the energetic connection between all living things—and how that connection can help us end world hunger. Episode Guest(s): As the founder of Food for Life Global, Paul...
info_outlineThe idea of the annual report fills people with yawns, dread, and thoughts about practically anything else. It doesn’t have to be that way! In this episode of Messaging on a Mission, an expert explains why the annual report can not only be a powerful tool for telling your story and building your brand, but it can also supply your organization with great content to last you throughout the year!
Episode Guest(s):
Katharine Ramsden has helped leading organizations and their leadership teams tell their stories for over 30 years. Her career began as a research analyst at a consulting firm and, after earning a master's degree from the Columbia University School of Journalism, her career continued with positions in public relations, corporate communications, and executive communications for three Wall Street firms.
Following eight years as managing director of a boutique marketing research and communications consulting practice, she joined Thomson Reuters, where she served in a range of senior corporate communications, executive communications, thought leadership, and publishing roles for nearly a decade. Most recently, she has been an independent consultant serving a variety of clients in corporate, academic, and nonprofit organizations.
Her award-winning work has spanned annual reports, speechwriting, and the creation of thought leadership vehicles (white papers, publications) to build and enhance the reputation of organizations and their executives.
In addition to her master's degree from Columbia, she has a bachelor of arts in European studies from Mount Holyoke College.
Key Takeaways:
The best annual reports show, not tell. For example, use compelling infographics.
Tell real stories, by incorporating real people who are impacted or involved in the work. Use any combination of testimonials, case studies, client stories, or video interviews.
Highlight your mission and goals. Make the connection for your audience by weaving your mission and goals throughout the report.
Professional, custom photography and design elements and videography matter. Stock photography has its merits, and it can be cheaper, but custom imagery paints a more compelling and engaging branded experience.
Release your annual report in line with your calendar of events.
The best digital annual reports are virtual brand ambassadors. When your annual report is interesting, tells your story, and is user-friendly, it has the added benefit of adding validity to your overall brand credibility.
Less is more. Copy should be well written, with tight short paragraphs, well divided by headlines.
Do not over-emphasize your leadership and the board. Rather, focus on the work, the people who do the work, the people who benefit from the work.
Don't miss the opportunity to use and reuse annual report content across all your channels and throughout the year. Rather than thinking of it as a one-and-done, think about it as an opportunity to create content that can go the distance for you. It's more efficient, it's less expensive, and it's way more effective.
Useful Links:
Katharine Ramsden
https://www.linkedin.com/in/katharineramsden/
Great examples of annual reports