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Nonprofit Communication Plan: Oxfam International
1. Oxfam International
Strategic Communication Plan
Proposal by: LC Communications
December 6, 2010
Contact:
Chi-Chi Millaway, cmillaway@lccomm.com
La’Nita Green, lgreen@lccomm.com
2. Agenda
Oxfam background
Crisis analysis
Research
SWOT
Key messages and audiences
Objectives and tactics
Timeline and evaluation
Summary and questions
3. Oxfam International
Vision
◦ To work together internationally to enable people to
exercise their rights and manage their own lives
Mission
◦ Programs to address the structural causes of poverty and
related injustice
Values
◦ Right to an identity
◦ Right to be heard
◦ Right to a sustainable livelihood
◦ Right to basic social services
◦ Right to life and security
4. Oxfam Affiliates
Oxfam America
Oxfam Australia
Oxfam-in-Belgium
Oxfam Canada
Oxfam France
Oxfam Germany
Oxfam Great Britain
Oxfam Hong Kong
Intermon Oxfam
Oxfam Ireland
Rostro y Voces (Mexico)
Oxfam New Zealand
Oxfam Novib
Oxfam Quebec
6. Crisis Analysis
“We are deeply committed to
improving the lives of other Security incident
Afghans and our thoughts
are with their families at this ◦ August 29, 2010
◦ 3 killed, 2 injured
time. We have temporarily
suspended operations in
Badakhshan and are
reviewing all security
measures and protocols. At
present, Oxfam has no plans
to discontinue its work in
Response
Afghanistan.”
◦ Statement
◦ Suspend operations
7. Research: Afghanistan
From 2001 – 2010
◦ Aid >$40 billion
◦ Worst security since Taliban
◦ Less humanitarian funding
2010
◦ First 6 months 232 contractors vs. 195
soldiers
◦ First 9 months 84 NGO security incidents
8. Research: Safety
2009
ANSO reports 114+ security incidents in Afghanistan
Murders, abductions and ambushes
2010
Attacks on UN aid workers
Suicide bomber kills 2 UN workers, one NATO member and
5 civilians
October – Linda Norgrove kidnapped and killed
Since 2000
Over 181 aid workers killed
Concerns over aid delivered via “military structures”
9. Research: Internal
Surveys
◦ Random sample
50 employees + 25 volunteers
◦ Distributed to each Affiliate
Informal interviews and focus groups
Key findings
◦ Drop in commitment
◦ Low morale
◦ “Don’t feel safe”
10. Challenge
Maintain and regain support and trust
Ensure most effective safety
measures are in place
Commit to continuing or resuming
operations as soon as possible during
crisis
11. SWOT
Strengths Weaknesses
-Clearly defined goals and values -Lack of accountability and
-Global network of affiliates and consistency throughout Oxfam and
supporters Affiliates
-Long history of successful programs -Volunteer & employee safety
concerns
-Competition from other organizations
-No crisis plans
Opportunities Threats
-Establish consistent guidelines for -Operations in potentially dangerous
Oxfam and Affiliates environments
-Commit to volunteer & employee -Lack of commitment from volunteers
safety & employees
-Demonstrate a commitment to -Lack of community support
Oxfam’s mission
12. Objectives
To empower internal audiences to act
on Oxfam’s mission and values
To improve morale among internal
audiences
To build understanding of the
organizational culture and processes
13. Messages & Audiences
Message 1: Message 2 : Message 3:
Oxfam is dedicated Oxfam cares about Oxfam takes its
to addressing the its employees and mission seriously
causes of poverty volunteers and is and will take every
and injustice committed to their possible step to
safety continue or quickly
resume operations
- Affiliates - Affiliates - Affiliates
- Board members - Board members - Board members
- Members and supporters - Contributors and donors - Local communities
- Partner organizations - General public - Members and supporters
- Staff and volunteers - Media - Partner organizations
- Members and supporters - Staff and volunteers
- Partner organizations
- Staff and volunteers
14. Objective 1: Empower
Use digital media to Share human Provide a forum to
educate internal interest stories and share feedback while
audiences on success stories on assignment
Oxfam’s mission and
values
-Publish weekly blogs from -Hold town halls and
- Improve the website Oxfam Affiliates and meetings in local offices
-Post fact sheets, YouTube employees -Create a reporting system
videos and Flickr pictures -Form an online community for suggestions and
-Engage in a dialogue on where affiliates, concerns
Facebook employees, volunteers and
service beneficiaries can
share their stories
-Create an internal
newsletter that shows how
members of the Oxfam
team are operating in the
spirit of the mission
15. Objective 2: Morale
Monitor safety Identify the Educate Build an
concerns safety internal Oxfam family
concerns of audiences on
internal new project
audiences sites
-Create an -Demonstrate that
international safety Oxfam cares by
team identifying “parents”
-Create a direct at each site who can
reporting structures answer volunteer and
for Affiliates to report -Conduct surveys, -Create educational employee
focus groups and videos and participate
immediate safety questions, offer tips
informal interviews in role-playing to
concerns and guidelines, etc.
-Create an online prepare for cultural
-Ask Affiliates to -Create Facebook
community (i.e. Ning) differences
identify safety groups where
to share concerns -Identify and share
concerns on a bi- employees and
and ask and answer potential safety risks
weekly basis and to volunteers can share
questions -Invite local
prepare and present site-specific stories
community members
reports at the Oxfam and updates
annual meeting or employees from -Publish a monthly
that site to speak with newsletter to share
new volunteers and news and best
employees practices across the
organization and its
affiliates
16. Family Structure
Oxfam Int.
Affiliates
“Parents” Safety Team
Employees Volunteers
17. Objective 3: Culture
Synchronize Create a special Proactively
Affiliate operations missions team prepare for crisis
responsible for: situations
-Develop a handbook of
best practices and -Developing procedures -Continually monitor
standard operating to resume operations and manage for
procedures -Identifying situations potential risks
-Host an annual summit where operations pose -Media training for top
to train and educate the a safety risk executives
leaders of Oxfam and -Monitoring when it is -Develop a crisis plan
its Affiliates safe to resume
-Mandate bi-monthly operations
regional operational
training sessions for
volunteers and
employees
18. Crisis planning
Standby statement
Spokesperson
Method to communicate with internal audiences
Crisis training
Standard procedures and timelines
“Oxfam is committed to our team members and
the communities in which we serve. It is our goal
to provide our associates and volunteers with
the proper equipment and training to ensure
that they are able to continue to operate in the
spirit of Oxfam and its mission and purpose.”
20. Timeline
Crisis
training
Regional Regional Regional Regional Regional Regional
training training training training training training
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Create Evaluate/ Evaluate/ Evaluate/ Evaluate/
special get get get get
mission feedback feedback feedback feedback
team and from from from from
inter- internal internal internal internal
national audiences audiences audiences audiences
safety & local & local & local & local
team communit- communit- communit- communit-
ies ies ies ies
Create
online
forums, ha Annual Annual
ndbook leadership meeting
and social summit
media sites
21. Evaluation
Oxfam Affiliates
-Public opinion polling -Review Affiliate self-
-Media monitoring: Share evaluation
of voice and favorability -Compare Affiliate
-Internal and external evaluation to Oxfam
surveys and informal standards and guidelines
interviews to measure trust
-Grade Affiliates’ work
against Oxfam guidelines to
measure project success
-Focus groups with internal
and external audience to
measure understanding of
Oxfam’s mission
22. Evaluation (cont.)
Internal audiences
Safety
-Employee and volunteer
surveys and feedback to
evaluate morale
-Number of
followers, visitors and
comments on -Weekly reports from
Facebook, forums and online International safety team –
communities success in issues
-Favorability and number of management/avoidance
comments on employee -Post-crisis surveys, focus
blogs groups and media
-Feedback and suggestions favorability
from town halls
23. Summary
The Oxfam collaboration = success
Continued success = internal
audience
Core value: Right to life and security
Notes de l'éditeur
Chi-Chi
Chi-Chi
Chi-ChiOxfam International was formed in 1995 by a group of independent non-governmental organizationsThe organizations joined forces because they believed that together, they could make a greater impact on the international stageThe guiding vision of Oxfam is for organizations to work together internationally to enable people to exercise their rights and manage their own livesTo facilitate a cooperative work environment, Oxfam made a commitment to develop a clear and consistent approach and cooperative communications across the groupCommunications are critical to the organization’s success in achieving its mission as Oxfam International is comprised of 14 official affiliates and 3,000 partner organizations around the worldThe mission of Oxfam is to operate programs that address the structural causes of poverty and related injustice.Thismission is driven by Oxfam’s commitment to the core values of a right to an identity, to be heard, to a sustainable livelihood, to basic social services and to life and securityThis communication plan will focus on Oxfam’s commitment to the safety and security of all people, including the men and women who work and volunteer for the organization and its affiliates and partners
Chi-ChiBefore we continue, we just want to clarify that while each affiliate shares the mission and goals of Oxfam We realize that affiliates are allowed to operate their programs independentlyAs such, our recommendations will be addressed to Oxfam International But we will explain those recommendations that should also be embraced by the Affiliates
Chi-ChiSo today we are going to begin by discussing Oxfam’s operations in Afghanistan and a crisis that emerged thereAnd how we can use that crisis as a starting point in our plan to establish a clear and consistent approach and cooperative communications across Oxfam International and Oxfam Affiliates
Chi-ChiOn August 29, 2010, five Oxfam members’ right to life and security was violated in AfghanistanIn a tragic security incident, two of Oxfam’s Afghanistan staff members and one community volunteer were killedA staff member and a community volunteer were also injuredOxfam responded by immediately issuing a statement saying: “____”While this statement reiterated Oxfam’s mission and expressed sympathy, it was not enoughOxfam announced a “temporary” suspension of operations without giving a timeline for when operations would resumeOxfam also promised not to “discontinue” work, yet it did not explain what work would, or could, be completed as operations were suspendedIn addition, Barbara Stocking, head of Oxfam Great Britain was less then reassuring in interviewsCLIPHowever, overall, there was little media coverage of the incident And what coverage there was, was not negativeWhich indicates that this is not an external crisisHowever there is an internal concernOxfam employees and volunteers were killed and injured, so we recommend that Oxfam prepare to deal with the concerns of its internal audiencesWe decided to begin with background researchWe wanted to determine if this crisis occurred because Oxfam lacked proper safety precautions in Afghanistan
Chi-ChiThe media in Afghanistan has covered the Taliban, the War on Terror and other military and political action exhaustivelyHowever, little has been written about the aid and aid worker situation in AfghanistanIn the past nine yearsA massive $40 billion in aid has been spent on Afghanistan, yet the country has seen little progress or improvementIn fact, the current security situation in Afghanistan is worse than at any point since the fall of the Taliban. More and more aid is being sent to AfghanistanYet less money is being spent on humanitarian activitiesLocal citizens have grown to resent the lack of assistance and they resent the military presenceAnd this creates a dangerous situation for aid workers in AfghanistanIn the first six months of 2010The death rate among contractors in Afghanistan and Iraq was greater than that of the troops232 deaths compared to 195 deathsIn addition, from January 1, 2010 to September 15 2010There were 84 security incidents involving NGOs in AfghanistanThis demonstrates that Afghanistan is an extremely dangerous environment for aid workers And while there may be flaws in Oxfam’s safety precautionsThe problem is not specific to Oxfam InternationalTherefore, to determine the scope of this problemWe expanded our research to the safety of international aid workers
Chi-ChiResearch indicates that Oxfam’s security incident in Afghanistan is indicative of an international problem regarding the safety of aid workersIn 2009, ANSO – the Afghanistan NGO Safety OfficeReported more than 114 security-related incidents - such as murders, abductions and ambushes - involving aid groupsIn addition, at the beginning 2010The U.N. reported numerous attacks on their aid workersIncluding a tragic incident in which a suicide bomber maneuvered a car full of explosives into a NATO convoyKilling two Afghans working for the U.N., one NATO service member and at least five Afghan civiliansThere are also countless incidents of aid workers, such as British aid volunteer Linda Norgrove, being kidnapped and killedThis research demonstrates an obvious safety concern in Afghanistan, but problems with aid worker safety are not limited to one country.In 2000, over 181 aid workers were killed in security incidents around the worldWhile there was little evidence that aid workers were specifically targeted, their deaths often resulted from incidents targeting the militaryThis is an untenable situation for workers and volunteersBut there seems to be little that can be done short of terminating aid in the countries that actually need it mostThis secondary research indicated that aid worker safety is an international problemSo our next step was primary research to determine the attitudes and feelings of the aid workers
Chi-ChiWe conducted surveys of 75 randomly sampled aid workers50 employees and 25 volunteers from each Oxfam affiliateWe also conducted informal interviews and focus groups with the top executives at each affiliateThis research revealed three key problemsFirst, aid workers felt less committed to Oxfam and its mission than they did five years agoSecond, morale among aid workers was low due to the death and injury of fellow workersThird, aid workers no longer feel safe on many of their assignments.We recommend that Oxfam renews its commitment to its core value of a right to life and securityWhile it is important for Oxfam to help its service beneficiaries feel secureIt is equally important for Oxfam to help its internal audiences feel secureIn order to address the concerns of internal audiences, we have outlined a plan to establish a clear and consistent approach and cooperative communications across Oxfam International and Oxfam AffiliatesLa’Nita is going to begin by discussing the challenges facing Oxfam
La’Nita
La’Nita
La’NitaIn order to reach these objectives, we must first identify Oxfam’s key audiences and the most effective messages for them
La’Nita
Chi-ChiSo, as L mentioned, our first objective is:To empower internal audiences to act on Oxfam’s mission and valuesWe recommend that Oxfam begin by using digital media to educate internal audiences on Oxfam’s mission and valuesSince Oxfam is a large and widespread international organization, it would be cost prohibitive to produce written materials or to organize in-person sessions, so we believe digital media is the most effective method for reaching internal audiencesTactics will includePosting fact sheets that explain the organization and its mission and valuesCreating a centralized Oxfam International YouTube channel and posting educational videosCreating a Flickr account and posting pictures of Oxfam’s values in actionUsing Facebook to engage in a dialogue about Oxfam’s mission and valuesAnd improving and reorganizing the Oxfam International websiteLINKThough the website is relatively good, but there are some changes that would improve its effectivenessFor instance, it takes 50% longer to read on a computer screenSo sentences should be no more than 20 words longWith only 2-3 sentences per paragraphAlso, very cluttered, etc.Our next strategy is for Oxfam to share human interest stories and success stories to build interest in the organization and its missionOxfam can share these stories by publishing weekly blogs authored by employees and management at the various Oxfam affiliatesOxfamcan also form an online community where Affiliates, employees, volunteers and service beneficiaries can share their stories in a more informal settingIn addition, Oxfam can create an internal newsletter that highlights and displays examples of Oxfam teams operating in the spirit of the missionIn addition to this, we recommend that Oxfam create a forum for employees and volunteers to share feedback while on assignmentOxfam can provide forums by inviting employees and volunteers to town halls and meetings in the communities in which they volunteerOxfam can also create a reporting system for employees and volunteers to share suggestions and concernsThese feedback forums not only address and reduce negative associations with the organizationBut they demonstrate Oxfam's commitment to its core value of the right to be heardLa’Nita will now tell you about our 2nd objective
La’NitaTo improve morale among internal audiences
La’Nita
Chi-ChiOur third and final objective is to build understanding of the organizational culture and processesWe recommend that Oxfam synchronize the operations of its Affiliates in order to create a more consistent organizationTactics can include developing a handbook of best practices and clear standard operating proceduresOxfam should host an annual summit to train and educate leaders from Oxfam International and Affiliates on these procedures and best practicesSince consistency in operations relies on the whole organizationWe also recommend that Oxfam mandate bi-monthly regional operational training sessions for volunteers and employeesConsistency not only applies to Affiliate operations, but it also applies to consistency in providing servicesOxfam suspended operations in response to the Afghanistan security crisis, but it was unclear when and how operations would resumeSo we recommend that Oxfam create a Special Missions TeamThe team will be responsible forDeveloping procedures to resume operationsIdentifying situations where operations pose serious safety risks And monitoring situations to determine when it is safe to resume operationsHowever, since crises do occur, despite the best possible preparationWe also recommend that Oxfam proactively prepare for crisesOxfam should continually monitor and manage for potential risksOxfam should also prepare top executives with media training and education in the organization’s crisis plan
Chi-ChiIn a crisis, the first mover has the advantageSo it is important for Oxfam to have a crisis plan which will help it seize the advantage and communicate firstTo plan for the crisis, Oxfam shouldWrite a standby statementWe’ve created an example standby statement, which says:Oxfam should also designate a company spokespersonAnd develop a method to communicate and inform internal audiences about the crisis situationThese audiences should also participate in crisis training sessionsIn addition, Oxfam should outline, in detail, standard procedures and a timeline for its crisis response
Chi-ChiThis is an example of a crisis timeline, as you can see…It is essential that Oxfam have a well-developed crisis plan in placeBecause the more time that passes in a crisisThe more self-inflicted harm the organization is likely to causeWhile we’re discussing timelines, La’Nita will now share our timeline for this communication plan
La’Nita
La’Nita
La’Nita
Chi-ChiTo summarize, Oxfam’s initial decision to collaborate with other organizations in order to have a greater impact on the world has proven to be successfulBut in order for the organization and its affiliates and partners to continue to be a successWe believe it is vital that Oxfam address the needs and concerns of its internal audienceThe organization cannot survive without the assistance and commitment made by the men and women who courageously and unselfishly serve the community on behalf of Oxfam InternationalThat is why understanding the importance of and protecting these individuals’ right to life and security is at the core of Oxfam’s valuesSowe recommend that Oxfam International implement this communication plan in order to maintain and regain the loyalty and trust of current and potential employees and volunteers for generations to comeNow, can we answer any questions?
