Start the Year with a Simple Communications Audit
by Ashley Graham-Wilcox
Yesterday, as I pulled out of my driveway, I had to do a complete double-take: Where was I going and how do I get there? In the last two months, I’ve gotten a new car, and just last weekend, my family moved. So as I backed out of the driveway to go pick my son up from school, I had to intentionally pause and think about what I was doing – no more garage door opener (put your hand down!), this car has a backup camera (look at it!), turn left out of the driveway instead of right…
It got me thinking about habits, routines, and ruts, and how empowering it can be to go into a new year (or any new phase) with fresh eyes and clear direction.
When was the last time you evaluated or revised your church communications schedule and tools? Here’s an overview of how to take on a simple audit of your communication efforts as we head into 2024:
Set & Review Goals & Objectives: What are your communications initiatives looking to accomplish? How do you measure success? Review (or set and document) overall goals as well as specific objectives by channel, keeping them specific, measureable, achievable, relevant, and time-based (We love a SMART goal!).
Create an Inventory: Compile a comprehensive list of all communication channels used by your organization, including social media platforms, email newsletters, website, printed materials, and any other relevant mediums. Take this time to review who has access to each of these channels and update any security concerns.
Review Messaging Consistency: Take a look at the last few months of your communications, one channel or campaign at a time. Is your message consistent and clear across channel? Do your organization's core values, mission, and key messages consistently come through?
Evaluate Visual Identity: Assess the visual elements of your communication materials. Check if your logo, color schemes, fonts, and imagery align with your brand identity. Consistent visual elements enhance recognition and strengthen your non-profit's image.
Analyze Content Effectiveness: Take a look at whatever data you have about how people are engaging with your communications content. What were your most and least successful communication pieces this year? What went most viral? What had the longest legs? Analyze likes, shares, comments, and other relevant indicators to gauge the level of interaction and resonance with your audience. (This is also a great time to re-use content from earlier this year; share a particularly successful post, do a series of flashback posts, share an update on a previous event or campaign.)
Check Website Accessibility: Examine the accessibility and functionality of your church’s website. Ensure that it is user-friendly, mobile-responsive, and provides clear navigation for visitors seeking information about your organization. Consider how you might want to increase inclusive accessibility in the coming months: Do you want to research best practices for serving visually impaired audiences? Is it time to start translating your content?
Survey Stakeholders: I promised “simple,” so I am not suggesting a major, official data-gathering initiative, but consider a quick email to your church staff or volunteer ministry leaders, asking them for feedback and input on the past year’s communications and their hopes for the coming year. This is also great time to set or re-establish communication protocols (IE: Introduce a Communications Request form, or remind folks about turnaround times on their requests.)
Get Inspired: Research and analyze the communication strategies of similar churches or other aligned non-profits. Identify successful approaches and areas for improvement to refine your own communication strategy.
Document Learnings: Finally, document the insights gained from this communications audit and set a calendar alert for next year at this time to revisit and celebrate your progress!
