Well done on completing this course. Here is a summary of the key ideas from the course. We encourage you to discuss what you have learnt with your team.
“Without a plan, you risk overwhelming your audience with too much—or losing their attention with too little. Wise stewardship of your time and resources means saying “yes” to what matters and “no” to what doesn’t
Why- Your why is not about convincing others that you are the greatest. It’s about demonstrating that you value what they value and that you understand what matters most to them.
Who- The right message + the right audience = real results.
To serve people well, you need to step into their shoes. This is where empathy comes in. Ask: What does life look like from their perspective? What do they need help with? How do they feel?
- Demographics – visible, external details
- Psychographics – inner characteristics
- Intellectual – what they know or don’t know
- Emotional – what drives them
What- A strong message is:
- Specific – Not vague (“we care more”) but concrete and real.
- Relevant – It connects directly to your audience’s needs and desires.
- Believable – Backed up by experience, proof, or stories.
- Sustainable – Something true of you long-term, not just a passing feature.
Where- Communication requires both repetition and strategy. A campaign is simply a strategic communication plan with a timeline. Not every channel works for every audience. What matters is meeting people where they are.
When- People are more likely to engage when your message meets them at the right moment. Without a plan, you risk overwhelming your audience with too much—or losing their attention with too little.
The key takeaway is this: clear message, right audience, clear call to action, right channels, and the right timing equals a campaign that works.
- What problem do people have that you are trying to solve?
- Think of one person your ministry is trying to reach. Give them a name and describe them using the categories: demographics, psychographics, intellectual, and emotional. How does your current communication align with this person’s needs?
- Look at your current messaging, does it clearly communicate what you do and connect with the right audience?
- Ask your staff or volunteers to explain your ministry in their own words. Are they consistent with the key message, or all saying different things?
- What calls to action do you use in your communications? Do they align with what you need from your audience?
- What steps can you take to improve your communication plan and strategy?
Download the above summary