请查收！公益组织高效传播终极指南来了
<div class="wx_rich_media_content" id="jsWxContainer"><section style="box-sizing: border-box; text-align: justify; font-size: 16px;"><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><p><br></p><p><br></p><p><br></p><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;"><br></strong></p><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">缺乏航线的指引，再精明的航海家也难免会迷失方向。</strong>对于想要增加筹款额、提升捐赠人参与度的非营利组织来说，有效的传播策略就是引导组织达成目标的地图。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">非营利组织传播是指非营利组织为促进及实现其愿景、与利益相关者保持良好关系而采取的一系列行为与策略，包含长期远景及短期目标设定、组织及举办筹款活动、发布资讯及动态等，也可以利用社交媒体、电子邮件及信件等方式进行传播。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="text-align: center;margin: 10px 16px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><span class="wxart_image" wx-style="display:inline-block;vertical-align: middle;max-width: 100%;box-sizing: border-box;"></span></section></section><section style="box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;font-size: 12px;color: rgb(168, 168, 168);box-sizing: border-box;">▲图片来源于网络<br style="box-sizing: border-box;"></span></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(62, 62, 62);background-color: rgba(0, 0, 0, 0);text-decoration-thickness: auto;text-decoration-style: solid;text-decoration-color: rgb(62, 62, 62);box-sizing: border-box;letter-spacing: 2px;"><br style="box-sizing: border-box;"></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(62, 62, 62);background-color: rgba(0, 0, 0, 0);text-decoration-thickness: auto;text-decoration-style: solid;text-decoration-color: rgb(62, 62, 62);box-sizing: border-box;letter-spacing: 2px;">本文，我们将通过以下几点详细介绍非营利组织传播的相关知识：<br></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br><span style="color: rgb(62, 62, 62);background-color: rgba(0, 0, 0, 0);text-decoration-thickness: auto;text-decoration-style: solid;text-decoration-color: rgb(62, 62, 62);box-sizing: border-box;letter-spacing: 2px;"></span></section></section><section style="box-sizing: border-box;margin-left: 16px;margin-right: 16px;"><section style="display: flex; flex-flow: row nowrap; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 auto;align-self: center;min-width: 10%;max-width: 100%;height: auto;border-left: 3px solid rgb(169, 207, 245);border-bottom-left-radius: 0px;box-sizing: border-box;"><section style="text-align: left; transform: translate3d(3px, 0px, 0px); justify-content: flex-start; margin-top: 10px; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 0px;height: 0px;vertical-align: top;overflow: hidden;border-style: solid;border-width: 6px 0px 6px 10px;border-color: rgba(255, 255, 255, 0) rgba(255, 255, 255, 0) rgba(255, 255, 255, 0) rgb(255, 216, 83);box-sizing: border-box;"><section><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 auto;align-self: center;min-width: 10%;max-width: 100%;height: auto;box-sizing: border-box;"><section style="text-align: left;justify-content: flex-start;transform: translate3d(-4px, 0px, 0px);-webkit-transform: translate3d(-4px, 0px, 0px);-moz-transform: translate3d(-4px, 0px, 0px);-o-transform: translate3d(-4px, 0px, 0px);box-sizing: border-box;" powered-by="xiumi.us"><section style="text-align: justify;box-sizing: border-box;"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong>1、</strong>非营利性传播与企业传播有何不同？</span></p></section></section></section></section></section><section style="box-sizing: border-box;margin-left: 16px;margin-right: 16px;"><section style="display: flex; flex-flow: row nowrap; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 auto;align-self: center;min-width: 10%;max-width: 100%;height: auto;border-left: 3px solid rgb(169, 207, 245);border-bottom-left-radius: 0px;box-sizing: border-box;"><section style="text-align: left; transform: translate3d(3px, 0px, 0px); justify-content: flex-start; margin-top: 10px; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 0px;height: 0px;vertical-align: top;overflow: hidden;border-style: solid;border-width: 6px 0px 6px 10px;border-color: rgba(255, 255, 255, 0) rgba(255, 255, 255, 0) rgba(255, 255, 255, 0) rgb(255, 216, 83);box-sizing: border-box;"><section><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 auto;align-self: center;min-width: 10%;max-width: 100%;height: auto;box-sizing: border-box;"><section style="text-align: left;justify-content: flex-start;transform: translate3d(-4px, 0px, 0px);-webkit-transform: translate3d(-4px, 0px, 0px);-moz-transform: translate3d(-4px, 0px, 0px);-o-transform: translate3d(-4px, 0px, 0px);box-sizing: border-box;" powered-by="xiumi.us"><section style="text-align: justify;box-sizing: border-box;"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;">2、非营利性传播的类型</span></p></section></section></section></section></section><section style="box-sizing: border-box;margin-left: 16px;margin-right: 16px;"><section style="display: flex; flex-flow: row nowrap; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 auto;align-self: center;min-width: 10%;max-width: 100%;height: auto;border-left: 3px solid rgb(169, 207, 245);border-bottom-left-radius: 0px;box-sizing: border-box;"><section style="text-align: left; transform: translate3d(3px, 0px, 0px); justify-content: flex-start; margin-top: 10px; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 0px;height: 0px;vertical-align: top;overflow: hidden;border-style: solid;border-width: 6px 0px 6px 10px;border-color: rgba(255, 255, 255, 0) rgba(255, 255, 255, 0) rgba(255, 255, 255, 0) rgb(255, 216, 83);box-sizing: border-box;"><section><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 auto;align-self: center;min-width: 10%;max-width: 100%;height: auto;box-sizing: border-box;"><section style="text-align: left;justify-content: flex-start;transform: translate3d(-4px, 0px, 0px);-webkit-transform: translate3d(-4px, 0px, 0px);-moz-transform: translate3d(-4px, 0px, 0px);-o-transform: translate3d(-4px, 0px, 0px);box-sizing: border-box;" powered-by="xiumi.us"><section style="text-align: justify;box-sizing: border-box;"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;">3、非营利性组织传播策略<strong style="box-sizing: border-box;"></strong></span></p></section></section></section></section></section><section style="box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="box-sizing: border-box;margin-left: 16px;margin-right: 16px;"><section style="display: flex;flex-flow: row nowrap;margin: 10px 0%;box-sizing: border-box;"><section style="display: inline-block; vertical-align: bottom; width: auto; align-self: flex-end; flex: 8 8 0%; border-bottom: 1px solid rgb(61, 170, 214); border-bottom-right-radius: 0px; height: auto; line-height: 1; margin-right: -17px; box-sizing: border-box;"><section><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section><section style="display: inline-block; vertical-align: bottom; width: auto; border-width: 0px 0px 1px; border-style: none; border-color: rgb(62, 62, 62) rgb(62, 62, 62) rgb(181, 150, 238); overflow: hidden; flex: 13 13 0%; align-self: flex-end; height: auto; z-index: 1; box-sizing: border-box;"><section style="margin-right: 0%; margin-bottom: -10px; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="color: rgb(254, 254, 254); font-size: 60px; line-height: 1; letter-spacing: 0px; text-align: center; text-shadow: rgb(61, 170, 214) 0px 1.4px, rgb(61, 170, 214) 1px 1px, rgb(61, 170, 214) 1.4px 0px, rgb(61, 170, 214) 1px -1px, rgb(61, 170, 214) 0px -1.4px, rgb(61, 170, 214) -1px -1px, rgb(61, 170, 214) -1.4px 0px, rgb(61, 170, 214) -1px 1px; box-sizing: border-box;"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><em style="box-sizing: border-box;"><strong style="box-sizing: border-box;">1</strong></em></span></p></section></section></section><section style="display: inline-block; vertical-align: bottom; width: auto; flex: 100 100 0%; align-self: flex-end; height: auto; padding: 5px 10px 5px 20px; border-bottom: 1px solid rgb(61, 170, 214); border-bottom-right-radius: 0px; margin-left: -16px; box-sizing: border-box;"><section style="color: rgb(61, 170, 214);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;"><span style="color: rgb(62, 62, 62);box-sizing: border-box;">非营利传播与企业传播有何不同？</span></strong><br style="box-sizing: border-box;"></span></p></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(62, 62, 62);background-color: rgba(0, 0, 0, 0);text-decoration-thickness: auto;text-decoration-style: solid;text-decoration-color: rgb(62, 62, 62);box-sizing: border-box;letter-spacing: 2px;"><br style="box-sizing: border-box;"></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(62, 62, 62);background-color: rgba(0, 0, 0, 0);text-decoration-thickness: auto;text-decoration-style: solid;text-decoration-color: rgb(62, 62, 62);box-sizing: border-box;letter-spacing: 2px;">一个组织与其受众之间的任何连接都应被视为传播行为。<strong style="box-sizing: border-box;">组织对外传播的目的是加深外界对该组织的认识，了解组织使命及其工作的意义。</strong></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">上述描述适用于任何行业，但组织类型的不同，其对外传播策略亦存在显著差异。以下为非营利组织传播与企业传播的四个主要区别：</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="text-align: left;margin: 10px 16px;box-sizing: border-box;"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-left: 30px; box-sizing: border-box;"><section style="transform: translate3d(-30px, 0px, 0px); margin-right: 0%; margin-bottom: -30px; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 30px;height: 30px;vertical-align: top;overflow: hidden;border-width: 0px;border-radius: 100%;border-style: none;border-color: rgba(118, 178, 124, 0);background-color: rgba(1, 169, 216, 0.3);box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p></section></section></section><section style="transform: translate3d(-15px, 0px, 0px);-webkit-transform: translate3d(-15px, 0px, 0px);-moz-transform: translate3d(-15px, 0px, 0px);-o-transform: translate3d(-15px, 0px, 0px);box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-top: 3px; padding-bottom: 3px; box-sizing: border-box;"><section style="color: rgb(55, 80, 114);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">01有所作为vs有利可图</strong></span></p></section></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">非营利组织的目标并不停留于物质层面，而企业经营则由利润驱动。因此，相比推动消费，非营利组织的传播策略更着重于实现使命。<br style="box-sizing: border-box;"></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="text-align: left;margin: 10px 16px;box-sizing: border-box;"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-left: 30px; box-sizing: border-box;"><section style="transform: translate3d(-30px, 0px, 0px); margin-right: 0%; margin-bottom: -30px; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 30px;height: 30px;vertical-align: top;overflow: hidden;border-width: 0px;border-radius: 100%;border-style: none;border-color: rgba(118, 178, 124, 0);background-color: rgba(1, 169, 216, 0.3);box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p></section></section></section><section style="transform: translate3d(-15px, 0px, 0px);-webkit-transform: translate3d(-15px, 0px, 0px);-moz-transform: translate3d(-15px, 0px, 0px);-o-transform: translate3d(-15px, 0px, 0px);box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-top: 3px; padding-bottom: 3px; box-sizing: border-box;"><section style="color: rgb(55, 80, 114);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">02利益相关者的类型</strong></span></p></section></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">利益相关者是一切与组织有关联并受其影响的群体。没有这一群体，组织将难以为继。非营利组织的利益相关者由员工、捐赠人、志愿者和受益人组成。企业的利益相关者除了员工以外，还有消费者、企业管理者和投资人。不同类型的利益相关群体所适用的传播策略也不尽相同。<br style="box-sizing: border-box;"></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="text-align: left;margin: 10px 16px;box-sizing: border-box;"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-left: 30px; box-sizing: border-box;"><section style="transform: translate3d(-30px, 0px, 0px); margin-right: 0%; margin-bottom: -30px; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 30px;height: 30px;vertical-align: top;overflow: hidden;border-width: 0px;border-radius: 100%;border-style: none;border-color: rgba(118, 178, 124, 0);background-color: rgba(1, 169, 216, 0.3);box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p></section></section></section><section style="transform: translate3d(-15px, 0px, 0px);-webkit-transform: translate3d(-15px, 0px, 0px);-moz-transform: translate3d(-15px, 0px, 0px);-o-transform: translate3d(-15px, 0px, 0px);box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-top: 3px; padding-bottom: 3px; box-sizing: border-box;"><section style="color: rgb(55, 80, 114);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">03收 入 来 源</strong></span></p></section></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">非营利组织的收入来源于募捐，而企业利润则依赖消费。因此，非营利组织的传播预算往往捉襟见肘。<br style="box-sizing: border-box;"></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="text-align: center;margin: 10px 16px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><span class="wxart_image" wx-style="display:inline-block;vertical-align: middle;max-width: 100%;box-sizing: border-box;"></span></section></section><section style="box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;font-size: 12px;color: rgb(168, 168, 168);box-sizing: border-box;">▲图片来源于网络<br style="box-sizing: border-box;"></span></section></section><section style="text-align: center;font-size: 12px;color: rgb(229, 225, 202);box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="text-align: left;margin: 10px 16px;box-sizing: border-box;"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-left: 30px; box-sizing: border-box;"><section style="transform: translate3d(-30px, 0px, 0px); margin-right: 0%; margin-bottom: -30px; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 30px;height: 30px;vertical-align: top;overflow: hidden;border-width: 0px;border-radius: 100%;border-style: none;border-color: rgba(118, 178, 124, 0);background-color: rgba(1, 169, 216, 0.3);box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p></section></section></section><section style="transform: translate3d(-15px, 0px, 0px);-webkit-transform: translate3d(-15px, 0px, 0px);-moz-transform: translate3d(-15px, 0px, 0px);-o-transform: translate3d(-15px, 0px, 0px);box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-top: 3px; padding-bottom: 3px; box-sizing: border-box;"><section style="color: rgb(55, 80, 114);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">04讲故事的能力</strong></span></p></section></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">对于极其关注受众反馈的非营利组织来说，讲故事的能力尤为重要，其积极的影响往往能够转化成打动人心的故事；对于仅将传播视为销售辅助的企业来说，情感营销并不是其唯一手段。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">以上就是非营利组织传播与企业传播的差异，现在我们来看看非营利组织传播的不同类型。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="box-sizing: border-box;margin-left: 16px;margin-right: 16px;"><section style="display: flex;flex-flow: row nowrap;margin: 10px 0%;box-sizing: border-box;"><section style="display: inline-block; vertical-align: bottom; width: auto; align-self: flex-end; flex: 8 8 0%; border-bottom: 1px solid rgb(61, 170, 214); border-bottom-right-radius: 0px; height: auto; line-height: 1; margin-right: -17px; box-sizing: border-box;"><section><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section><section style="display: inline-block; vertical-align: bottom; width: auto; border-width: 0px 0px 1px; border-style: none; border-color: rgb(62, 62, 62) rgb(62, 62, 62) rgb(181, 150, 238); overflow: hidden; flex: 13 13 0%; align-self: flex-end; height: auto; z-index: 1; box-sizing: border-box;"><section style="margin-right: 0%; margin-bottom: -10px; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="color: rgb(254, 254, 254); font-size: 60px; line-height: 1; letter-spacing: 0px; text-align: center; text-shadow: rgb(61, 170, 214) 0px 1.4px, rgb(61, 170, 214) 1px 1px, rgb(61, 170, 214) 1.4px 0px, rgb(61, 170, 214) 1px -1px, rgb(61, 170, 214) 0px -1.4px, rgb(61, 170, 214) -1px -1px, rgb(61, 170, 214) -1.4px 0px, rgb(61, 170, 214) -1px 1px; box-sizing: border-box;"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><em style="box-sizing: border-box;"><strong style="box-sizing: border-box;">2</strong></em></span></p></section></section></section><section style="display: inline-block; vertical-align: bottom; width: auto; flex: 100 100 0%; align-self: flex-end; height: auto; padding: 5px 10px 5px 20px; border-bottom: 1px solid rgb(61, 170, 214); border-bottom-right-radius: 0px; margin-left: -16px; box-sizing: border-box;"><section style="color: rgb(61, 170, 214);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;"><span style="color: rgb(62, 62, 62);box-sizing: border-box;">非营利组织传播类型</span></strong><br style="box-sizing: border-box;"></span></p></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">非营利组织传播是一个组织与其利益相关者进行双向信息交换的过程。在这个过程中所交换的各类信息，应依据传播目标进行选取和裁定。以下是非营利组织可以借鉴的五种传播方式。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="box-sizing: border-box;margin-left: 16px;margin-right: 16px;"><section style="margin: 30px 0% 20px;display: flex;flex-flow: row nowrap;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;flex: 0 0 0%;height: auto;line-height: 0;align-self: flex-start;box-sizing: border-box;"><section style="transform: rotateZ(328deg);box-sizing: border-box;" powered-by="xiumi.us"><section style="text-align: left;justify-content: flex-start;box-sizing: border-box;"><section style="display: inline-block;width: 101px;height: 34px;vertical-align: top;overflow: hidden;border-style: solid;border-width: 1px;border-radius: 50%;border-color: rgb(61, 170, 214);box-sizing: border-box;"><section><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section></section><section style="display: inline-block; vertical-align: top; width: auto; min-width: 10%; max-width: 100%; flex: 0 0 auto; height: auto; margin-left: -80px; align-self: flex-start; z-index: 2; box-sizing: border-box;"><section style="margin-right: 0%; margin-left: 0%; text-align: center; justify-content: center; isolation: isolate; box-sizing: border-box;" powered-by="xiumi.us"><section style="font-size: 20px;text-align: justify;box-sizing: border-box;"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;">故 事 传 播</span></p></section></section></section><section style="display: inline-block; vertical-align: top; width: auto; min-width: 10%; max-width: 100%; flex: 0 0 auto; height: auto; align-self: flex-start; margin-left: 7px; box-sizing: border-box;"><section><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="color: rgb(62, 62, 62); padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">讲故事是非营利组织最有力的传播工具。比起列出统计数据，呈现一个生动的故事更能让捐赠者的捐赠意愿翻倍。<strong style="box-sizing: border-box;">一组华丽的数字不会比一个激动人心的故事在人们的脑海中停留更久，故事所激发出的情感在让非营利组织赢得更多好感的同时，也彰显出组织自身的影响力。</strong><br style="box-sizing: border-box;"></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">以下几种常见的讲故事方式可以成为你灵感的来源：</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><span style="color: rgb(61, 170, 214);box-sizing: border-box;">1. 受益人的改变：</span>让受益人描述他们的经历，分享自己接受服务后的改变以及这些经历对他们人生的意义。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><span style="color: rgb(61, 170, 214);box-sizing: border-box;">2. 项目相关方的体会：</span>如果贵组织是一家动物收容所，可问问从收容所收养宠物的人，宠物给他们的生活带来了哪些变化。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><span style="color: rgb(61, 170, 214);box-sizing: border-box;">3. 志愿者的感受：</span>招募志愿者的时候，可以和志愿者谈谈他们所做的工作，回馈社会对他们的意义；甚至可以联系那些从组织服务中受益的人，看看组织对他们意味着什么。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="text-align: center;margin: 10px 16px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><span class="wxart_image" wx-style="display:inline-block;vertical-align: middle;max-width: 100%;box-sizing: border-box;"></span></section></section><section style="box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;font-size: 12px;color: rgb(168, 168, 168);box-sizing: border-box;">▲图片来源于网络<br style="box-sizing: border-box;"></span></section></section><section style="text-align: center;font-size: 12px;color: rgb(229, 225, 202);box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">记住要深挖故事内核，找出最吸引人的亮点，并利用高质量的写作与吸睛的视觉元素让“讲故事”这一方式的效果最优化。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="box-sizing: border-box;margin-left: 16px;margin-right: 16px;"><section style="margin: 30px 0% 20px;display: flex;flex-flow: row nowrap;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;flex: 0 0 0%;height: auto;line-height: 0;align-self: flex-start;box-sizing: border-box;"><section style="transform: rotateZ(328deg);box-sizing: border-box;" powered-by="xiumi.us"><section style="text-align: left;justify-content: flex-start;box-sizing: border-box;"><section style="display: inline-block;width: 101px;height: 34px;vertical-align: top;overflow: hidden;border-style: solid;border-width: 1px;border-radius: 50%;border-color: rgb(61, 170, 214);box-sizing: border-box;"><section><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section></section><section style="display: inline-block; vertical-align: top; width: auto; min-width: 10%; max-width: 100%; flex: 0 0 auto; height: auto; margin-left: -80px; align-self: flex-start; z-index: 2; box-sizing: border-box;"><section style="margin-right: 0%; margin-left: 0%; text-align: center; justify-content: center; isolation: isolate; box-sizing: border-box;" powered-by="xiumi.us"><section style="font-size: 20px;text-align: justify;box-sizing: border-box;"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;">营 销 推 广</span></p></section></section></section><section style="display: inline-block; vertical-align: top; width: auto; min-width: 10%; max-width: 100%; flex: 0 0 auto; height: auto; align-self: flex-start; margin-left: 7px; box-sizing: border-box;"><section><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">营销推广是非营利组织为激励目标受众采取行动而采用的传播策略。所采取的行动有利于推动组织使命的实现。</span></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">非营利组织有充分的理由开展营销式传播。这里有三个例子: </span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><span style="color: rgb(61, 170, 214);box-sizing: border-box;">1. 活动推广：</span>如果非营利组织正准备举办一场慈善活动，营销推广不仅可以对活动进行宣传，还能动员更多人参与进来。 </span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><span style="color: rgb(61, 170, 214);box-sizing: border-box;">2. 招募志愿者：</span>没有志愿者的支持，很多项目的完成都难于登天。利用营销推广可以为非营利组织招募到最优秀的人才。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="text-align: center;margin: 10px 16px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><span class="wxart_image" wx-style="display:inline-block;vertical-align: middle;max-width: 100%;box-sizing: border-box;"></span></section></section><section style="box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;font-size: 12px;color: rgb(168, 168, 168);box-sizing: border-box;">▲图片来源于网络<br style="box-sizing: border-box;"></span></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="min-height: 16px; color: rgb(62, 62, 62); background-color: rgba(0, 0, 0, 0); text-decoration-style: solid; text-decoration-color: rgb(62, 62, 62); margin-right: 16px; margin-left: 16px; box-sizing: border-box; user-select: text;"><br></section><section style="min-height: 16px; color: rgb(62, 62, 62); background-color: rgba(0, 0, 0, 0); text-decoration-style: solid; text-decoration-color: rgb(62, 62, 62); margin-right: 16px; margin-left: 16px; box-sizing: border-box; user-select: text;"><span style="letter-spacing: 2px;"><span style="color: rgb(61, 170, 214);box-sizing: border-box;">3. 筹款：</span>筹款对非营利组织来说无疑是重中之重。后面我们将详细介绍有关筹款导向的传播策略。</span></section></section><section style="text-align: center;font-size: 12px;color: rgb(229, 225, 202);box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">总而言之，<strong style="box-sizing: border-box;">营销推广能鼓励利益相关者积极参与到组织的发展中来。</strong>接下来，我们来看一个具体的参与行为——筹款。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="box-sizing: border-box;margin-left: 16px;margin-right: 16px;"><section style="margin: 30px 0% 20px;display: flex;flex-flow: row nowrap;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;flex: 0 0 0%;height: auto;line-height: 0;align-self: flex-start;box-sizing: border-box;"><section style="transform: rotateZ(328deg);box-sizing: border-box;" powered-by="xiumi.us"><section style="text-align: left;justify-content: flex-start;box-sizing: border-box;"><section style="display: inline-block;width: 101px;height: 34px;vertical-align: top;overflow: hidden;border-style: solid;border-width: 1px;border-radius: 50%;border-color: rgb(61, 170, 214);box-sizing: border-box;"><section><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section></section><section style="display: inline-block; vertical-align: top; width: auto; min-width: 10%; max-width: 100%; flex: 0 0 auto; height: auto; margin-left: -80px; align-self: flex-start; z-index: 2; box-sizing: border-box;"><section style="margin-right: 0%; margin-left: 0%; text-align: center; justify-content: center; isolation: isolate; box-sizing: border-box;" powered-by="xiumi.us"><section style="font-size: 20px;text-align: justify;box-sizing: border-box;"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"> 筹款</span></p></section></section></section><section style="display: inline-block; vertical-align: top; width: auto; min-width: 10%; max-width: 100%; flex: 0 0 auto; height: auto; align-self: flex-start; margin-left: 7px; box-sizing: border-box;"><section><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">筹款是非营利组织的头等大事，毕竟它与组织运营及愿景达成休戚相关。为了成功筹集到资金，非营利组织需要传播。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">与筹款相关的传播有很多实现途径。例如，社交媒体、电子邮件和信件都可以向曾经的、现有的和潜在的捐赠者寻求支持。<strong style="box-sizing: border-box;">筹款传播相对复杂，因为其中涉及到各类受众。</strong>以下是可以通过筹款传播建立联系的三个主要群体:</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><span style="color: rgb(61, 170, 214);box-sizing: border-box;">1. 现有捐赠者：</span>组织收到捐赠值得庆贺，但保证捐赠得以持续则更为关键。与现有捐赠者保持联系能提高他们再次捐赠的可能性。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><span style="color: rgb(61, 170, 214);box-sizing: border-box;">2. 潜在捐赠者：</span>在留住现有捐赠者的同时，非营利组织也应该努力与潜在捐赠者建立联系，以扩大募资来源。 </span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><span style="color: rgb(61, 170, 214);box-sizing: border-box;">3. 企业：</span>企业捐赠额往往比较高。直接向企业进行筹款传播，可以将这一强大资源转变为组织优势。企业可以为组织提供很多支持，如资金捐赠、产品捐赠、员工志愿者，技术技能捐赠等。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">一场筹款活动的成功落幕并不意味着传播的结束，一封诚挚的感谢信能够让捐赠人和支持者感受到组织方的谢意。</strong></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="box-sizing: border-box;margin-left: 16px;margin-right: 16px;"><section style="margin: 30px 0% 20px;display: flex;flex-flow: row nowrap;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;flex: 0 0 0%;height: auto;line-height: 0;align-self: flex-start;box-sizing: border-box;"><section style="transform: rotateZ(328deg);box-sizing: border-box;" powered-by="xiumi.us"><section style="text-align: left;justify-content: flex-start;box-sizing: border-box;"><section style="display: inline-block;width: 101px;height: 34px;vertical-align: top;overflow: hidden;border-style: solid;border-width: 1px;border-radius: 50%;border-color: rgb(61, 170, 214);box-sizing: border-box;"><section><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section></section><section style="display: inline-block; vertical-align: top; width: auto; min-width: 10%; max-width: 100%; flex: 0 0 auto; height: auto; margin-left: -80px; align-self: flex-start; z-index: 2; box-sizing: border-box;"><section style="margin-right: 0%; margin-left: 0%; text-align: center; justify-content: center; isolation: isolate; box-sizing: border-box;" powered-by="xiumi.us"><section style="font-size: 20px;text-align: justify;box-sizing: border-box;"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;">广 泛 参 与</span></p></section></section></section><section style="display: inline-block; vertical-align: top; width: auto; min-width: 10%; max-width: 100%; flex: 0 0 auto; height: auto; align-self: flex-start; margin-left: 7px; box-sizing: border-box;"><section><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">此类传播方式的重点在于与受众进行交流对话。非营利组织既可以在Instagram故事上发布问卷来促进互动，也能够在Facebook上发布一个事件供关注者分享。用视频在Twitter上进行分享也是个好方法，有研究表明这种方式能够将参与度提升10倍。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br><span style="font-size: 14px;"><em><span style="letter-spacing: 2px; color: rgb(178, 178, 178);">（编者按：与本文不同，在中国适合发布在：绿洲、小红书、QQ空间、微信、微博等社交媒体渠道）<br><br></span></em></span></section></section><section style="text-align: center;margin: 10px 16px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><span class="wxart_image" wx-style="display:inline-block;vertical-align: middle;max-width: 100%;box-sizing: border-box;"></span></section></section><section style="box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;font-size: 12px;color: rgb(168, 168, 168);box-sizing: border-box;">▲图片来源于网络<br style="box-sizing: border-box;"></span></section></section><section style="text-align: center;font-size: 12px;color: rgb(229, 225, 202);box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">参与行为十分重要，它能让组织与受众建立起超越受赠方与捐赠方的更深层关系。</strong>培养与那些不仅仅对捐款感兴趣的利益相关者之间的关系，这能让组织在需要支持的时候获得帮助。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="box-sizing: border-box;margin-left: 16px;margin-right: 16px;"><section style="margin: 30px 0% 20px;display: flex;flex-flow: row nowrap;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;flex: 0 0 0%;height: auto;line-height: 0;align-self: flex-start;box-sizing: border-box;"><section style="transform: rotateZ(328deg);box-sizing: border-box;" powered-by="xiumi.us"><section style="text-align: left;justify-content: flex-start;box-sizing: border-box;"><section style="display: inline-block;width: 101px;height: 34px;vertical-align: top;overflow: hidden;border-style: solid;border-width: 1px;border-radius: 50%;border-color: rgb(61, 170, 214);box-sizing: border-box;"><section><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section></section><section style="display: inline-block; vertical-align: top; width: auto; min-width: 10%; max-width: 100%; flex: 0 0 auto; height: auto; margin-left: -80px; align-self: flex-start; z-index: 2; box-sizing: border-box;"><section style="margin-right: 0%; margin-left: 0%; text-align: center; justify-content: center; isolation: isolate; box-sizing: border-box;" powered-by="xiumi.us"><section style="font-size: 20px;text-align: justify;box-sizing: border-box;"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;">内 容 策 划</span></p></section></section></section><section style="display: inline-block; vertical-align: top; width: auto; min-width: 10%; max-width: 100%; flex: 0 0 auto; height: auto; align-self: flex-start; margin-left: 7px; box-sizing: border-box;"><section><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">收集外部资源并分享给受众。非营利组织可以向支持者征集他们与组织有关的故事，或者编辑整理有关的新闻，在各种传播渠道上发布和分享最新的内容。<strong style="box-sizing: border-box;">无论是掌握最新的动向，还是将组织塑造为行业标杆，及时获取和整理外部信息都十分重要。</strong></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">介绍完非营利组织传播的五种类型，下面我们将深入探讨如何制定一个成功的传播计划。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="box-sizing: border-box;margin-left: 16px;margin-right: 16px;"><section style="display: flex;flex-flow: row nowrap;margin: 10px 0%;box-sizing: border-box;"><section style="display: inline-block; vertical-align: bottom; width: auto; align-self: flex-end; flex: 8 8 0%; border-bottom: 1px solid rgb(61, 170, 214); border-bottom-right-radius: 0px; height: auto; line-height: 1; margin-right: -17px; box-sizing: border-box;"><section><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section><section style="display: inline-block; vertical-align: bottom; width: auto; border-width: 0px 0px 1px; border-style: none; border-color: rgb(62, 62, 62) rgb(62, 62, 62) rgb(181, 150, 238); overflow: hidden; flex: 13 13 0%; align-self: flex-end; height: auto; z-index: 1; box-sizing: border-box;"><section style="margin-right: 0%; margin-bottom: -10px; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="color: rgb(254, 254, 254); font-size: 60px; line-height: 1; letter-spacing: 0px; text-align: center; text-shadow: rgb(61, 170, 214) 0px 1.4px, rgb(61, 170, 214) 1px 1px, rgb(61, 170, 214) 1.4px 0px, rgb(61, 170, 214) 1px -1px, rgb(61, 170, 214) 0px -1.4px, rgb(61, 170, 214) -1px -1px, rgb(61, 170, 214) -1.4px 0px, rgb(61, 170, 214) -1px 1px; box-sizing: border-box;"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><em style="box-sizing: border-box;"><strong style="box-sizing: border-box;">3</strong></em></span></p></section></section></section><section style="display: inline-block; vertical-align: bottom; width: auto; flex: 100 100 0%; align-self: flex-end; height: auto; padding: 5px 10px 5px 20px; border-bottom: 1px solid rgb(61, 170, 214); border-bottom-right-radius: 0px; margin-left: -16px; box-sizing: border-box;"><section style="color: rgb(61, 170, 214);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;"><span style="color: rgb(62, 62, 62);box-sizing: border-box;">非营利组织传播计划</span></strong><br style="box-sizing: border-box;"></span></p></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">对非营利组织来说，传播是一项需要多方考量的复杂工作。<strong style="box-sizing: border-box;">事先制定传播计划对于更好地触达受众及树立品牌形象都至关重要。</strong></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(62, 62, 62);background-color: rgba(0, 0, 0, 0);text-decoration-thickness: auto;text-decoration-style: solid;text-decoration-color: rgb(62, 62, 62);box-sizing: border-box;letter-spacing: 2px;">以下八个步骤可以帮助非营利组织制定一个成功的传播计划。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(62, 62, 62);background-color: rgba(0, 0, 0, 0);text-decoration-thickness: auto;text-decoration-style: solid;text-decoration-color: rgb(62, 62, 62);box-sizing: border-box;letter-spacing: 2px;"><br style="box-sizing: border-box;"></span></section></section><section style="text-align: left;margin: 10px 16px;box-sizing: border-box;"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-left: 30px; box-sizing: border-box;"><section style="transform: translate3d(-30px, 0px, 0px); margin-right: 0%; margin-bottom: -30px; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 30px;height: 30px;vertical-align: top;overflow: hidden;border-width: 0px;border-radius: 100%;border-style: none;border-color: rgba(118, 178, 124, 0);background-color: rgba(1, 169, 216, 0.3);box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p></section></section></section><section style="transform: translate3d(-15px, 0px, 0px);-webkit-transform: translate3d(-15px, 0px, 0px);-moz-transform: translate3d(-15px, 0px, 0px);-o-transform: translate3d(-15px, 0px, 0px);box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-top: 3px; padding-bottom: 3px; box-sizing: border-box;"><section style="color: rgb(55, 80, 114);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">1）确定总体目标</strong></span></p></section></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">良好的传播可以促进组织实现其总体目标。没有目标，传播则无从着手。最开始确定好组织目标，再继续其他事项。待目标明确后，就进入打造品牌形象的阶段了。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="text-align: left;margin: 10px 16px;box-sizing: border-box;"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-left: 30px; box-sizing: border-box;"><section style="transform: translate3d(-30px, 0px, 0px); margin-right: 0%; margin-bottom: -30px; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 30px;height: 30px;vertical-align: top;overflow: hidden;border-width: 0px;border-radius: 100%;border-style: none;border-color: rgba(118, 178, 124, 0);background-color: rgba(1, 169, 216, 0.3);box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p></section></section></section><section style="transform: translate3d(-15px, 0px, 0px);-webkit-transform: translate3d(-15px, 0px, 0px);-moz-transform: translate3d(-15px, 0px, 0px);-o-transform: translate3d(-15px, 0px, 0px);box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-top: 3px; padding-bottom: 3px; box-sizing: border-box;"><section style="color: rgb(55, 80, 114);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">2）打造品牌形象</strong></span></p></section></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(62, 62, 62);background-color: rgba(0, 0, 0, 0);text-decoration-thickness: auto;text-decoration-style: solid;text-decoration-color: rgb(62, 62, 62);box-sizing: border-box;letter-spacing: 2px;">非营利组织的传播策略在针对不同的受众时会有所差异，但涉及到品牌形象的信息则应始终如一。以下两个重要的品牌组成部分，应作为非营利组织在传播中优先考虑的内容：</span></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="text-align: center; margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><span style="color: rgb(61, 170, 214);box-sizing: border-box;">1. 组织名称：</span>值得一提的是，非营利组织的所有传播材料都应包含该组织的名称。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><span style="color: rgb(61, 170, 214);box-sizing: border-box;">2. 组织口号：</span>口号是一个令人印象深刻、并清晰体现品牌特质的短语。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">只有十分之三的非营利组织有着强有力的口号，所以为了让组织脱颖而出，用心思考出合适的组织口号吧。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">成功打造品牌形象即是让受众建立起对品牌的认知。</strong>要如何建立这种认知呢？<strong style="box-sizing: border-box;">秘诀在于“重复”</strong>——在受众面前不断重复组织的名称和口号。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">在完成品牌形象的打造之后，就到了关注数据的时候了。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="text-align: left;margin: 10px 16px;box-sizing: border-box;"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-left: 30px; box-sizing: border-box;"><section style="transform: translate3d(-30px, 0px, 0px); margin-right: 0%; margin-bottom: -30px; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 30px;height: 30px;vertical-align: top;overflow: hidden;border-width: 0px;border-radius: 100%;border-style: none;border-color: rgba(118, 178, 124, 0);background-color: rgba(1, 169, 216, 0.3);box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p></section></section></section><section style="transform: translate3d(-15px, 0px, 0px);-webkit-transform: translate3d(-15px, 0px, 0px);-moz-transform: translate3d(-15px, 0px, 0px);-o-transform: translate3d(-15px, 0px, 0px);box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-top: 3px; padding-bottom: 3px; box-sizing: border-box;"><section style="color: rgb(55, 80, 114);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">3）关注统计数据</strong></span></p></section></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><span style="color: rgb(62, 62, 62);background-color: rgba(0, 0, 0, 0);text-decoration-thickness: auto;text-decoration-style: solid;text-decoration-color: rgb(62, 62, 62);box-sizing: border-box;">电视剧《广告狂人》和其他影视剧中出现的夸张的角色会让人产生误解，即制定传播策略的最佳方式是盲目地听从直觉，即所谓的创意性直觉。然而事实并非如此。</span><span style="color: rgb(62, 62, 62);font-weight: 700;background-color: rgba(0, 0, 0, 0);text-decoration-thickness: auto;text-decoration-style: solid;text-decoration-color: rgb(62, 62, 62);box-sizing: border-box;">在数字时代，我们可以轻松获取海量数据，有数据支撑的计划和想法才是真正可靠的。</span></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(62, 62, 62);font-weight: 700;background-color: rgba(0, 0, 0, 0);text-decoration-thickness: auto;text-decoration-style: solid;text-decoration-color: rgb(62, 62, 62);box-sizing: border-box;letter-spacing: 2px;"><br style="box-sizing: border-box;"></span></section></section><section style="text-align: center;margin: 10px 16px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><span class="wxart_image" wx-style="display:inline-block;vertical-align: middle;max-width: 100%;box-sizing: border-box;"></span></section></section><section style="box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;font-size: 12px;color: rgb(168, 168, 168);box-sizing: border-box;">▲图片来源于网络<br style="box-sizing: border-box;"></span></section></section><section style="text-align: center;font-size: 12px;color: rgb(229, 225, 202);box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">梳理一下非营利组织的历史传播数据，分析成功案例和失败案例，并运用这些经验来制定未来的计划。此外，数据还能帮助你更好地了解组织的目标受众。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="text-align: left;margin: 10px 16px;box-sizing: border-box;"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-left: 30px; box-sizing: border-box;"><section style="transform: translate3d(-30px, 0px, 0px); margin-right: 0%; margin-bottom: -30px; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 30px;height: 30px;vertical-align: top;overflow: hidden;border-width: 0px;border-radius: 100%;border-style: none;border-color: rgba(118, 178, 124, 0);background-color: rgba(1, 169, 216, 0.3);box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p></section></section></section><section style="transform: translate3d(-15px, 0px, 0px);-webkit-transform: translate3d(-15px, 0px, 0px);-moz-transform: translate3d(-15px, 0px, 0px);-o-transform: translate3d(-15px, 0px, 0px);box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-top: 3px; padding-bottom: 3px; box-sizing: border-box;"><section style="color: rgb(55, 80, 114);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">4）确定目标受众</strong></span></p></section></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(62, 62, 62);background-color: rgba(0, 0, 0, 0);text-decoration-thickness: auto;text-decoration-style: solid;text-decoration-color: rgb(62, 62, 62);box-sizing: border-box;letter-spacing: 2px;">为了达到最佳效果，传播策略应该针对目标受众进行设计，因为利益相关者包含了各种各样的群体。</span></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="text-align: center; margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">例如，“千禧一代”和“X世代”最喜欢通过社交媒体向非营利组织捐赠，而“婴儿潮一代”则更偏好通过电子邮件捐赠。因此，要吸引“千禧一代”和“X世代”，就应该在社交媒体上进行募捐，而募捐邮件则应该发送给“婴儿潮一代”。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">一个完善的传播计划可以帮助组织覆盖多个目标群体。</strong>非营利组织会关联到形形色色的人，所以需要与各方人士建立起联系！</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">在完备的捐赠者数据库的帮助下，确定目标受众变得容易很多，使用者可以在数据库内根据基本信息、联系方式、雇主信息、收入及地址确定目标受众。还可以根据组织的历史捐赠数据分析出哪些群体是组织的主要支持者。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="text-align: left;margin: 10px 16px;box-sizing: border-box;"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-left: 30px; box-sizing: border-box;"><section style="transform: translate3d(-30px, 0px, 0px); margin-right: 0%; margin-bottom: -30px; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 30px;height: 30px;vertical-align: top;overflow: hidden;border-width: 0px;border-radius: 100%;border-style: none;border-color: rgba(118, 178, 124, 0);background-color: rgba(1, 169, 216, 0.3);box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p></section></section></section><section style="transform: translate3d(-15px, 0px, 0px);-webkit-transform: translate3d(-15px, 0px, 0px);-moz-transform: translate3d(-15px, 0px, 0px);-o-transform: translate3d(-15px, 0px, 0px);box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-top: 3px; padding-bottom: 3px; box-sizing: border-box;"><section style="color: rgb(55, 80, 114);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">5）选择传播渠道</strong></span></p></section></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(62, 62, 62);background-color: rgba(0, 0, 0, 0);text-decoration-thickness: auto;text-decoration-style: solid;text-decoration-color: rgb(62, 62, 62);box-sizing: border-box;letter-spacing: 2px;">非营利组织有多种传播渠道可以选择：电子邮件、社交媒体、信件等，可使用的传播渠道可谓无穷尽。</span></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">运用在第三步中学到的知识，利用数据选择最有利于实现组织目标的传播渠道。大多数非营利组织都试图采用多样化的渠道策略来覆盖尽可能多的群体，因此不应局限传播渠道的数量。<strong style="box-sizing: border-box;">在合理范围内，传播渠道越多越好。</strong></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">接下来，我们将着重关注社交媒体在非营利传播中的角色。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="text-align: left;margin: 10px 16px;box-sizing: border-box;"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-left: 30px; box-sizing: border-box;"><section style="transform: translate3d(-30px, 0px, 0px); margin-right: 0%; margin-bottom: -30px; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 30px;height: 30px;vertical-align: top;overflow: hidden;border-width: 0px;border-radius: 100%;border-style: none;border-color: rgba(118, 178, 124, 0);background-color: rgba(1, 169, 216, 0.3);box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p></section></section></section><section style="transform: translate3d(-15px, 0px, 0px);-webkit-transform: translate3d(-15px, 0px, 0px);-moz-transform: translate3d(-15px, 0px, 0px);-o-transform: translate3d(-15px, 0px, 0px);box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-top: 3px; padding-bottom: 3px; box-sizing: border-box;"><section style="color: rgb(55, 80, 114);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">6）善用社交媒体</strong></span></p></section></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(62, 62, 62);background-color: rgba(0, 0, 0, 0);text-decoration-thickness: auto;text-decoration-style: solid;text-decoration-color: rgb(62, 62, 62);box-sizing: border-box;letter-spacing: 2px;">在现有的社交媒体中，有多个平台可供非营利组织选择：</span></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="text-align: center; margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="text-align: center; margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(61, 170, 214);box-sizing: border-box;letter-spacing: 2px;">Instagram</span></section><section style="text-align: center; margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(61, 170, 214);box-sizing: border-box;letter-spacing: 2px;">推特</span></section><section style="text-align: center; margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(61, 170, 214);box-sizing: border-box;letter-spacing: 2px;">Facebook</span></section><section style="text-align: center; margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(61, 170, 214);box-sizing: border-box;letter-spacing: 2px;">抖音</span></section><section style="text-align: center; margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(61, 170, 214);box-sizing: border-box;letter-spacing: 2px;">领英</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(255, 216, 83);box-sizing: border-box;letter-spacing: 2px;"><br style="box-sizing: border-box;"></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(178, 178, 178);font-size: 14px;"><em><span style="letter-spacing: 2px;"><em>（编者按：</em>与本文不同，在中国的社交媒体有：微信、抖音、微博、快手、小红书、绿洲、领英、视频号、QQ空间、豆瓣等社交媒体渠道）</span></em></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">了解每个平台的不同功能和特征，并对比各平台的用户数据，然后确定适用于组织的传播渠道。</strong></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="text-align: center;margin: 10px 16px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><span class="wxart_image" wx-style="display:inline-block;vertical-align: middle;max-width: 100%;box-sizing: border-box;"></span></section></section><section style="box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;font-size: 12px;color: rgb(168, 168, 168);box-sizing: border-box;">▲图片来源于网络<br style="box-sizing: border-box;"></span></section></section><section style="text-align: center;font-size: 12px;color: rgb(229, 225, 202);box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">接下来，我们将深入探讨一个成功的非营利组织传播计划中需灵活操作的步骤。 </span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="text-align: left;margin: 10px 16px;box-sizing: border-box;"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-left: 30px; box-sizing: border-box;"><section style="transform: translate3d(-30px, 0px, 0px); margin-right: 0%; margin-bottom: -30px; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 30px;height: 30px;vertical-align: top;overflow: hidden;border-width: 0px;border-radius: 100%;border-style: none;border-color: rgba(118, 178, 124, 0);background-color: rgba(1, 169, 216, 0.3);box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p></section></section></section><section style="transform: translate3d(-15px, 0px, 0px);-webkit-transform: translate3d(-15px, 0px, 0px);-moz-transform: translate3d(-15px, 0px, 0px);-o-transform: translate3d(-15px, 0px, 0px);box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-top: 3px; padding-bottom: 3px; box-sizing: border-box;"><section style="color: rgb(55, 80, 114);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">7）讲好故事</strong></span></p></section></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">毫无疑问，讲好故事对于非营利组织传播意义重大。<strong style="box-sizing: border-box;">分享组织如何发挥作用的真实故事是向他人展示组织愿景的最佳方式。</strong></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">首先，将讲好故事纳入非营利组织的发展计划，花时间与组织内部人员交流：组织的工作如何切实影响了受益人？志愿者和员工是哪些人？在交流中，最值得与目标受众分享的信息将显露出来。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">其次，在不同的传播渠道采用不同的传播载体。如在YouTube上发布视频、在Instagram上发布播客和图片等，甚至可以借助其他媒体获得外部报道的机会。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">最需要被传播的是组织的愿景，因此讲故事时要将愿景传达出来。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="text-align: left;margin: 10px 16px;box-sizing: border-box;"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-left: 30px; box-sizing: border-box;"><section style="transform: translate3d(-30px, 0px, 0px); margin-right: 0%; margin-bottom: -30px; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 30px;height: 30px;vertical-align: top;overflow: hidden;border-width: 0px;border-radius: 100%;border-style: none;border-color: rgba(118, 178, 124, 0);background-color: rgba(1, 169, 216, 0.3);box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p></section></section></section><section style="transform: translate3d(-15px, 0px, 0px);-webkit-transform: translate3d(-15px, 0px, 0px);-moz-transform: translate3d(-15px, 0px, 0px);-o-transform: translate3d(-15px, 0px, 0px);box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; padding-top: 3px; padding-bottom: 3px; box-sizing: border-box;"><section style="color: rgb(55, 80, 114);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><strong style="box-sizing: border-box;">8）引导对话</strong></span></p></section></section></section></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><span style="color: rgb(62, 62, 62);background-color: rgba(0, 0, 0, 0);text-decoration-thickness: auto;text-decoration-style: solid;text-decoration-color: rgb(62, 62, 62);box-sizing: border-box;">引导对话能够帮助非营利组织确立在行业内的标杆地位。</span><span style="color: rgb(62, 62, 62);font-weight: 700;background-color: rgba(0, 0, 0, 0);text-decoration-thickness: auto;text-decoration-style: solid;text-decoration-color: rgb(62, 62, 62);box-sizing: border-box;">目标受众应当视组织为可靠的信息来源，对组织及其使命抱有强烈的信任，从而有意愿成为参与者。</span></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="color: rgb(62, 62, 62);font-weight: 700;background-color: rgba(0, 0, 0, 0);text-decoration-thickness: auto;text-decoration-style: solid;text-decoration-color: rgb(62, 62, 62);box-sizing: border-box;letter-spacing: 2px;"><br style="box-sizing: border-box;"></span></section></section><section style="padding-right: 16px; padding-left: 16px; box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">跟进公益领域动向，关注与组织抱持相同愿景的组织和个人，留意对组织有影响的政策及法规进展，并与关注组织的人分享这些信息。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">借助五种非营利组织传播方式以及制定传播计划的八个步骤，非营利组织可以有效地触达受众群体。</span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section></section><section style="box-sizing: border-box;margin-left: 16px;margin-right: 16px;"><section style="display: flex;flex-flow: row nowrap;margin: 10px 0%;box-sizing: border-box;"><section style="display: inline-block; vertical-align: bottom; width: auto; align-self: flex-end; flex: 8 8 0%; border-bottom: 1px solid rgb(61, 170, 214); border-bottom-right-radius: 0px; height: auto; line-height: 1; margin-right: -17px; box-sizing: border-box;"><section><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section><section style="display: inline-block; vertical-align: bottom; width: auto; border-width: 0px 0px 1px; border-style: none; border-color: rgb(62, 62, 62) rgb(62, 62, 62) rgb(181, 150, 238); overflow: hidden; flex: 13 13 0%; align-self: flex-end; height: auto; z-index: 1; box-sizing: border-box;"><section style="margin-right: 0%; margin-bottom: -10px; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="color: rgb(254, 254, 254); font-size: 60px; line-height: 1; letter-spacing: 0px; text-align: center; text-shadow: rgb(61, 170, 214) 0px 1.4px, rgb(61, 170, 214) 1px 1px, rgb(61, 170, 214) 1.4px 0px, rgb(61, 170, 214) 1px -1px, rgb(61, 170, 214) 0px -1.4px, rgb(61, 170, 214) -1px -1px, rgb(61, 170, 214) -1.4px 0px, rgb(61, 170, 214) -1px 1px; box-sizing: border-box;"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;"><em style="box-sizing: border-box;"><strong style="box-sizing: border-box;">4</strong></em></span></p></section></section></section><section style="display: inline-block; vertical-align: bottom; width: auto; flex: 100 100 0%; align-self: flex-end; height: auto; padding: 5px 10px 5px 20px; border-bottom: 1px solid rgb(61, 170, 214); border-bottom-right-radius: 0px; margin-left: -16px; box-sizing: border-box;"><section style="color: rgb(61, 170, 214);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><span style="letter-spacing: 2px;color: rgb(62, 62, 62);box-sizing: border-box;"> <strong style="box-sizing: border-box;">结语</strong><br style="box-sizing: border-box;"></span></p></section></section></section></section><section style="box-sizing: border-box;" powered-by="xiumi.us"><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;">行之有效的传播策略对非营利组织的运营至关重要，向目标受众进行有效传播是与其建立联系及达成组织愿景的前提。</span></section><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p></section><em style="box-sizing: border-box;"><span style="font-size: 12px;color: rgb(168, 168, 168);box-sizing: border-box;"></span></em><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br></p><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><span style="font-size: 12px;color: rgb(0, 0, 0);box-sizing: border-box;">原文作者 | </span><span style="font-size: 12px;color: rgb(168, 168, 168);box-sizing: border-box;">Getting Attention平台</span></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><span style="font-size: 12px;color: rgb(0, 0, 0);box-sizing: border-box;">原文标题 |</span><span style="font-size: 12px;color: rgb(168, 168, 168);box-sizing: border-box;"><br>《The Ultimate Guide to Strong Nonprofit Communications》</span></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><span style="font-size: 12px;color: rgb(0, 0, 0);box-sizing: border-box;">原文链接</span><span style="font-size: 12px;box-sizing: border-box;"> |<br></span><span style="font-size: 12px;color: rgb(168, 168, 168);box-sizing: border-box;">https://gettingattention.org/nonprofit-communications/</span></span></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><span style="letter-spacing: 2px;"><em style="box-sizing: border-box;"><span style="font-size: 12px;color: rgb(168, 168, 168);box-sizing: border-box;"><span style="color: rgb(255, 169, 33);"></span>备注：为了符合国内读者的阅读理解习惯，文章部分内容有经过编辑改动。</span></em></span><br><span style="color: rgb(178, 178, 178);font-size: 14px;"><span style="color: rgb(255, 169, 33);"></span>文中配图来源于网络，若有侵权烦请告知删除</span><br></section><section style="margin-right: 16px; margin-left: 16px; box-sizing: border-box;"><br></section><section style="margin-left: 16px;margin-right: 16px;"><br></section><section style="margin-left: 16px;margin-right: 16px;"><br></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><span class="wxart_image" wx-style="display:inline-block;width: 264px;height: 112px;"></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;letter-spacing: 2px;">「新益见」栏目是「CM公益传播」与「国际青年志愿者网络」共创栏目。向国内读者介绍引进国外在公益传播领域的思考与实战经验，创新理念与技术，不同的玩法与创意等资讯内容。以便国内读者比较与对照，启发新思维，助益公益传播实践。</span></section><section style="margin-left: 16px;margin-right: 16px;"><br></section><section style="margin-left: 16px;margin-right: 16px;"><br></section><section style="margin-left: 16px;margin-right: 16px;"><br></section><section style="text-align: center; line-height: 1.5em; margin-left: 16px; margin-right: 16px;"><span style="letter-spacing: 2px;"><span style="font-size: 12px; color: rgb(0, 0, 0); max-width: 100%; box-sizing: border-box !important;">-这是「CM公益传播」第563次与你分享-</span><span style="color: rgb(136, 136, 136); max-width: 100%; font-size: 12px; box-sizing: border-box !important;"><br></span></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><span style="font-size: 12px; max-width: 100%; color: rgb(0, 0, 0); letter-spacing: 2px; box-sizing: border-box !important;">本文为CM编译首发，欢迎转载<br>转载请加“超凡”获得授权<br></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><span style="color: rgb(136, 136, 136); max-width: 100%; font-size: 12px; letter-spacing: 2px; box-sizing: border-box !important;">译员 |<span style="color: rgb(168, 168, 168);">Lydia, Xavier,<br></span></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><span style="max-width: 100%; font-size: 12px; color: rgb(168, 168, 168); letter-spacing: 2px; box-sizing: border-box !important;">Ophelia，Jacqueline<br></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><span style="color: rgb(136, 136, 136); max-width: 100%; font-size: 12px; letter-spacing: 2px; box-sizing: border-box !important;">审稿| <span style="color: rgb(168, 168, 168);">Jacqueline<br></span></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><span style="letter-spacing: 2px; max-width: 100%; font-size: 12px; color: rgb(168, 168, 168); box-sizing: border-box !important;">方唐多多Laurel、张妮<br></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 15px;letter-spacing: 2px;"><br></span><br></section><p><span style="font-size: 15px;letter-spacing: 2px;"><br></span></p><p style="text-align: center;"><span class="wxart_image" wx-style="display:inline-block;"></span></p><section style="text-align: left;"><p style="font-size: 13.3333px; letter-spacing: 0.544px; text-align: center;"><span class="wxart_image" wx-style="display:inline-block;"></span></p><p style="text-align: center;"><span class="wxart_image" wx-style="display:inline-block;"></span></p><br></section><p style="font-size: 13.3333px; letter-spacing: 0.544px; text-align: center;"><br></p><section style="margin-top: 10px; margin-bottom: 10px; font-size: 13.3333px; letter-spacing: 0.544px; max-width: 100%; text-align: center; line-height: 1.5em; box-sizing: border-box !important;"><section style="max-width: 100%; vertical-align: middle; display: inline-block; width: 27.8906px; box-sizing: border-box !important;"><span class="wxart_image" wx-style="display:inline-block;vertical-align: middle;box-sizing: border-box !important;overflow-wrap: break-word !important;visibility: visible !important;width: 27.8906px !important;"></span></section><br></section><p style="text-align: center;"><span style="max-width: 100%; font-size: 12px; color: rgb(136, 136, 136); letter-spacing: 2px; box-sizing: border-box !important;">-END-</span><br></p><p style="box-sizing: border-box;"><span style="max-width: 100%; font-size: 14px; color: rgb(136, 136, 136); box-sizing: border-box !important;"><br><br><span class="wxart_image" wx-style="display:inline-block;width: 20px;height: 20px;"></span>点击</span><span style="max-width: 100%; font-size: 14px; box-sizing: border-box !important;">“<span style="max-width: 100%;color: rgb(61, 170, 214);">阅读原文</span>”<span style="max-width: 100%;color: rgb(136, 136, 136);">，加入<span style="max-width: 100%; line-height: 25.5903px; box-sizing: border-box !important;">「CM公益传播」，一起助力公益传播！</span></span></span><br></p></section></section><br>转载声明：本文转载自「CM公益传播」，搜索「civicmedia」即可关注，[<a target="_blank" href="https://mp.weixin.qq.com/s/zRxfDCthtYmm7-me0Gdxcg">阅读原文</a>]。</div><p></p>
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