“The Marketing and Communication Polyclinic” is a capacity-building program for the RAF’s partner NGOs. It aims to improve the organizations’ performance in public relations and communications in order to increase their impact in communities and at the national level, with focus on a learning-by-doing approach.
RAF programs seek to generate systemic change, for which wide support in the community is needed and important resources must be allocated. To gain this support, in addition to proposal writing and project implementation, organizations need coherent and smart marketing and communication programs.
Most civil society organizations see communication as a support tool for programs, to be delegated within or outside the organization. In order to garner support and generate the expected results, communication must become an essential part of an organization’s strategy, as a cross-cutting component. Without a strategic anchor (“why do we communicate?”), it is almost impossible to decide the “what” and “how”. Therefore, communication must be integrated as a key-position in every organization’s strategic planning.
Fundația Friends for Friends brought together representatives of the communications industry (branding, public relations, social media and copywriting specialists) under the umbrella of the Marketing and Communication Polyclinic to provide assistance to some of the RAF partner NGOs . The program consists of:
- 1-to-1 assessing the organizations, in order to calibrate the program.
- 1-to-1 mentoring/coaching sessions, followed by specialized reports and personalized recommendations.
- Specialized training sessions / workshops.
- Developing communication projects, assisted by at least one industry specialist.
- Develop the capacity of some of RAF’s grantees to better navigate the crisis caused by the COVID-19 pandemic. Providing specific, customized support, step by step, through teamwork, in a tandem between the team of the Polyclinic and the team of the organization enrolled in the program. Marketing and communication experts act as parties directly involved in the process, as consultants and designers of creative solutions, guiding the organizations to develop relevant communication programs and strategies to achieve the desired results and objectives.
Three complementary capacity building components:
– increasing the capacity of the teams of RAF program partners with regards to management and specific communication tools, by providing:
• webinars along with online courses, offering easy to implement solutions for organizational processes & flows. These will remain on the Polyclinic web platform for any interested NGO to access and watch;
• individual, customized online RoadMaps showing users the exact position in which they are in the communication process.
– (i) developing a creative communication solution explaining the Food Hub concept to the general public and implement a dedicated communication campaign; (ii) helping food hubs establish marketing strategies, along with the communication initiatives derived from them, and deliver them into implementation.
– helping the enrolled RAF program partners gain financial sustainability by use of strategic communication with private donors and companies; supporting them to pivot their internal strategy to create more products, services and programs with digital communication DNA, to gather more funds or make the most of the funding opportunities.