Marketing & �Communications Report�
FY24 Q2 October-December 2023
TSNE Marketing & Communications Department
Overview
TSNE Strategic Goals
Maximize Organizational Effectiveness
Build the internal capacity we need to deliver on our mission and to be sustainable long-term
Increase our Positive Impact on the Nonprofit Sector �
Realize TSNE’s role as an innovator and thought leader
Increase our Direct Impact on Equity – Internally and Externally
Center equity in all that we do so that it becomes a hallmark of our work
Execute a plan for financial stewardship and sustainability �
Control costs, explore new revenue sources, and steward our resources effectively
Q2 Communications Objectives�Communications objectives mapped to TSNE’s strategic goals
Communications Objectives | Achieved? |
Strategize and revise TSNE’s internal communication plan | On-track |
Build and implement TSNE’s crisis communication plan | Off-Track |
Provide leadership, support and strategy for TSNE’s equity work [ongoing] | On-track |
Strategize and optimize TSNE’s digital communication plan [ongoing] | On-track |
Revise and implement policies for the communications department | Yes |
Revise TSNE Marketing and Communications Strategy for upcoming year | On-track |
Q2 Communications Goals (Part 1)�Communications SMART goals mapped to overarching communications objectives
Communications SMART Goals | Achieved? |
Lead the revision of TSNE's internal communication plan | On-track |
A training across stakeholders of how to implement internal communication plan | On-track |
An implementation of internal communication plan within project management system | On-track |
An approved crisis communication plan | Off-track |
A training across stakeholders of how to implement crisis communication plan | Off-track |
Q4-Q1 Communications Goals (Part 2)�Communications SMART goals mapped to overarching communications objectives
Communications SMART Goals | Achieved? |
A delivery of a refreshed brand and website | YES! |
An integrated blog, social media, email, etc. plan for FY24-FY25 | On-track |
An implementation plan via project management system | Yes |
FY23 Annual Report Planning | On-track |
Revise and develop communications policies | Yes |
Communications Open Hour Q2 | Off-track |
TSNE Brand Training | On-track |
Q2 Communications Results (Part 3)�Communications SMART goals mapped to overarching communications objectives
Communications SMART Goals | Achieved? |
The publishing of 12 blog posts across FY23-FY24 | Yes |
A 10% increase in engagement across all digital media over FY23-FY24 | On-track |
A 5% increase in followers across all social media channels over FY23-FY24 | On-track |
A 10% increase in website engagement over the course of FY23-FY24 | Off-track |
Internal Comms Tracking Process [Q4-Q1] | Yes |
Updating Impala, GuideStar, Charity Navigator with new messaging | Yes |
All Staff Meeting Support Q2 | Yes |
Quarterly reports delivered tracking progress towards goals [Q2] | On-track |
Marketing & Communications Support Across TSNE
Q2: External Communications
Launch of the Better Nonprofit Management Training Series Marketing Campaign
Strategy consisted of:
Q2: External Communications
Web Development & Refreshed Brand Launched
Q2: External Communications
Q2: Internal Communications
Internal Weekly Newsletter | Open Rate | Click Rate |
October Average | 46% | 26% |
November Average | 80% | 26% |
December Average | 92.20% | 26% |
Communications Hub Visits | 237 page views over last 90 days (Oct-Dec 2023) |
Q2: Digital Outcomes�Outcomes of TSNE’s communications strategy for the past quarter�
Previous Year | Q1 FY2024 Outcomes (July-September) | Q2 FY2024 Outcomes (October-December) |
Website Pageviews (Jan 1, 2022-Dec 31, 2022) 83,079 approx per quarter (332,314 yearly total)��LinkedIn Engagement (Feb 28, 2022-Feb 27, 2023) Date range is limited to data not being saved before Feb 28: 528 Reactions; 25 Comments; 121 Reposts �Facebook Engagement (Jan 1, 2022-Dec 31, 2022) Page Reach: 2033 Mailchimp Open Rates (Feb 28, 2022-Feb 28, 2023) Date range is limited due to data not being saved in reporting before Feb 28 43% open rate Mailchimp Click Rates (Feb 28, 2022-Feb 28, 2023) 2.4% click rate | Website Pageviews 71,682 LinkedIn Engagement 1,309 Clicks; 254 Reactions; 6 Comments; 56 Reposts Facebook Engagement Page Reach: 713 Mailchimp Open Rates 43% open rate Mailchimp Click Rates 1.80% click rate | Website Pageviews 62,538 LinkedIn Engagement 875 Clicks; 181 Reactions; 6 Comments; 10 Reposts Facebook Engagement Page Reach: 433 Mailchimp Open Rates 40% open rate Mailchimp Click Rates 1.80% click rate |
Q2: Digital Outcomes�Outcomes of TSNE’s communications strategy for the past quarter�
Outcome Goal | Change Across Quarters |
A 10% increase in engagement across all digital media over the year | Website Pageviews -12.76% decrease LinkedIn Engagement -33.16% Clicks; -28.74% Reactions; 0% Comments; -82.14% Reposts Facebook Engagement -39.27% Page Reach Mailchimp Open Rates -6.98% decrease Mailchimp Click Rates No change |
Q2: Digital Outcomes (cont.)�Outcomes of TSNE’s communications strategy for the past quarter�
Outcome | Q1 2024 Outcomes (July-September) | Q2 2024 Outcomes (October-December) | Progress |
12 Blog Posts over year from FY23-FY24 | 3 blog posts | 9 blog posts | 23 blog published in total |
TSNE Blogs in Q2 FY2024 | # of Visitors to Blog Over 3 Months Since Published (*=less than 3 months since publish date) |
First Teacher: Stories of Nonprofits Post-Pandemic, Oct 3 | 50 |
�Public Student Loan Forgiveness Eligibility Changes, Oct 13 | 151 |
How to Apply for Fiscal Sponsorship at TSNE, Oct 23 | 130 |
Starting Small: How to Build a Nonprofit Evaluation Practice, Oct 25 | 132 |
�Celebrating Native American Heritage Month, Nov 22 | 9* |
Q2: Digital Outcomes (cont.)�Outcomes of TSNE’s communications strategy for the past quarter�
TSNE Blogs in Q2 FY2024 (continued) | # of Visitors to Blog Over 3 Months Since Published (*=less than 3 months since publish date) |
Three Tips for Building Strong Nonprofit Financial Management, Nov 27 | 29* |
Giving Tuesday Support for Fiscally Sponsored Organizations, Nov 27 | 20* |
Crafting a Vision: The TSNE Brand Refresh and Website Launch by Overture Brand Studio, Nov 30 | 72* |
Detroit People’s Platform Joins TSNE as a Fiscally Sponsored Organization, Dec 15 | 13* |
Q2: Digital Outcomes�Outcomes of TSNE’s communications strategy for the past quarter
Outcome | Previous Year | Q2 FY2024 (October-December) | Change from Previous Quarter | Change from Previous Year |
A 5% increase in followers across all social media channels | Facebook Followers (Dec 31, 2022) 1,619 Followers LinkedIn Followers (As of Dec 31, 2022) 4,489 Followers | Facebook Followers 1,803 LinkedIn Followers 4983 | +.17% increase 2.89% increase | +11.37% increase +11% increase |
A 10% increase in website engagement over the course of FY23-FY24 | Website Pageviews (Jan 1, 2022-Dec 31, 2022) 332,314 yearly total�� | 62,538 | -12.76% decrease | +.43% increase |
Q2 Analysis & Looking Ahead �Analysis of outcomes and strategy for the next quarter
High Engagement Across Social Channels
Continuing to create consistent engagement on our social channels with relevant and interesting content and we've seen the results by engagement by employing this strategy these past quarters
Upcoming TSNE Messaging & Brand Training
Ensuring all staff feel comfortable and confident to communicate with new changes
Website & Brand Refresh
We hope to make a change in the results of the low website engagement with our new website & brand launch. We will also be launching the most recent VONW which should, hopefully, increase web traffic.
Insights Blog
Continuing to produce new blog content featuring FSOs, sector news, and more each month
Collaborating Across TSNE
Sharing new communications processes and procedures and continuing to offer monthly open communication meetings to connect with TSNE staff