Developing an identity and brand is essential for any organization. This folder contains information on creating or developing a new organizations brand and provides resources to develop a communications strategy and workplan to appropriately develop messages that resonate with the right audiences.

Communications Strategy Workplans and Resources (redpen21)
Each of these documents contains a guided workplan for a specific arena of the communications process. Use them to aid your strategizing process!

Strategy Maker (DOC) (211KB)
Goal Setter (DOC) (92KB)
Message Map (DOC) (26KB)
Message Distiller (DOC) (27KB)
Audience Map (DOC) (31KB)

 

Fundraiser vs. Donor
This somewhat comical two minute video, posted on Wild Apricot.com, takes a look at what can go wrong when a fundraiser gets his communications strategy wrong. (URL)

Fundraiser vs. Donor video

Unique & Compelling Messages for Walking Advocacy (Tony Dang, CA Walks; Alexis Lantz, LA Walks)

Walking is distinct and unique and has many compelling messages, ones that may not be relevant to bicycling. Learn about and explore compelling and effective messages that have successfully advanced walking. Strategize about developing a larger national effort around walking promotion.

Developing Unique & Compelling Messages for Walking Advocacy (DOC)


Re:imagining Change: Story-Based Strategy (Smart Meme)

Re:Imagining Change is a standalone introduction to story-based strategy and a curriculum reader that can accompany story-based strategy workshops presented by Smart Meme. This 2009 resource offers tools that can be applied to existing campaigns and explore narrative itself as a social change lens that, when used effectively, can lead to new types of strategies and action. 

Re:Imagining Change: Story-Based Strategy (PDF)






Identity Manual Sample (Active Transportation Alliance)
The Active Transportation Alliance (formerly Chicagoland Bicycle Federation)'s Identity Manual.

Identity Manual (PDF) (1.01MB)

Turning Clicktivists Into Members and Building a Strong Ladder of Engagement (Alliance for Biking & Walking)

In today's crowded online world, biking and walking advocacy organizations have access to an enormous array of communications channels. It's easier than ever to reach potential members directly, but competition for attention, involvement, and dollars is at an all-time high. How can biking and walking advocacy organizations grab the attention of potential supporters in this crowded landscape? How can we successfully convert casual supporters to advocates, members, and donors in the active transportation movement? Featuring Steph Routh, Content Manager at NTEN: The Nonprofit Technology Network, and Jessie Gray Singer, a freelance communications consultant and the Staff Writer and Marketing Manager for Transportation Alternatives in New York.

Blog recap
Tip Sheet (PDF, Dropbox)
Call recording (Vimeo, password engagement1)