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Communications for Social Good

April 1, 2004

Examines foundation opportunities and techniques to leverage social change goals through the use of communications media. Part of the series Practice Matters: The Improving Philanthropy Project.

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Communications for Social Good - Executive Summary

April 1, 2004

If foundations are more intentional in using communications as a tool for social change, and if they incorporate what is known about how the media affect individuals and groups into their grantmaking, they will be much more likely to achieve the kind of long-term change in public understanding and opinion that is needed to maximize their impact. This paper presents the latest perspectives from communications theory and practice in order to update philanthropic thinking and help philanthropists judge effective communications practices among their grantees and within their own organizations.

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Communications for Social Good - Discussion Guide

April 1, 2004

This discussion guide contains six sets of questions designed to help foundations, and the nonprofit organizations they support, to plan effective communications campaigns. The questions are excerpted from the paper, Communications for Social Good, by Susan Nall Bales and Franklin D. Gilliam, Jr., and cover the key elements in the design of successful campaigns: defining the problem, audience, messenger, medium, and evaluation strategy. The questions are included here for the convenience of readers who wish to use them for individual review or group discussion purposes.

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