Communications Lessons Learned:

John Thomas, vice president of communications for Independent Sector, has worked for years to increase public understanding about the community sector. He was deeply involved with the "Give Five" campaign which sought to increase giving and volunteering across the country. He offers these tips for not-for-profits seeking to raise public awareness about their issues:

• Wide recognition won't happen overnight. There must be a long-term commitment to a variety of communication tactics, backed up with resources. Focus, laser-like, on a single message, for however long it takes.
• When the message is getting old and tired and stale and routine and has lost its excitement for you and those working with you, it is probably just starting to have an effect on those for whom it is intended. Hang in there.
• The most important target audience may be your own members, affiliates and colleagues. Get them talking.
• All public education is local. Think coalitions, shared message, etc.
• Make the message pass the "Big Yawn" test.

(Foundation News & Commentary, September/October 1996)