Communications Requires Investments

LETTERS TO THE EDITOR

To the Editor:

Suzanne Perry’s “Marketing the Message” (June 23) hit home for me.

Over the past decade the American Foundation for the Blind has learned that solid, strategic communications is the key to raising the visibility of the organization, increasing public awareness about the issues we represent, and of course driving fund-raising campaigns.

For years, many nonprofits, including AFB, saw communications and marketing functions as luxuries reserved for the big budget of corporate America. But, with an ever competitive market for attention and limited dollars, more nonprofits are waking up to the reality that public relations and marketing are essential tools in the nonprofit world.

Shortly after I assumed the role of chief executive of the American Foundation for the Blind 14 years ago, I elevated our communications-director position to a senior executive level in recognition of this environmental shift and the organization’s need to be more proactive in communicating with external stakeholders. Since then AFB reorganized the entire department and hired a staff of mid- to senior-level communications staff tasked with increasing the organization’s brand identity; launching media campaigns; and establishing long-term communications goals. Since that time, we have witnessed an increase in the number of media hits featuring our work and have seen a spike in visitors to our Web site.

Just recently, we completed re-branding the organization, and have fine-tuned our messages to speak to a broader audience. In a world where baby boomers are aging and the number of people experiencing vision loss is expected to multiply, it has become more important than ever for us to communicate with a variety of audiences. Good messaging and communications efforts have helped us tremendously in reaching consumers and educating Americans about vision loss.

Too often nonprofits fail at reaching the very people we are trying to help because we don’t know how to communicate with them. Investing in a skilled communications team will ensure you’re talking to the right people, advancing your group’s mission, and helping to make the world a better place. Trust me, I’ve learned from experience.

Carl R. Augusto
Chief Executive Officer
American Foundation for the Blind
New York