American Friends Service Committee

Services:

Communications audit and recommendations

Challenge:

How should a Nobel Laureate organization with far-flung national and international aid programs, a completely decentralized structure, and a limited budget compete for attention in a saturated communications market?

Approach:

The American Friends Service Committee (AFSC) first turned to SteegeThomson to audit its communications efforts in 2003, after a new leader was named. In 2009, with a new marketing team in place, AFSC requested a second look at positioning, messaging, and communications priorities. To reach a younger generation of donors less familiar with AFSC’s work, we made extensive recommendations on the use of Web, social media, and mobile communications. Additionally, we suggested capturing innovative ideas from across AFSC’s diverse program areas and gaining buy-in for successful implementation.

Results:

As a result of its first audit, AFSC strengthened relationships with the Quaker community, redesigned publications, and unified its brand. In 2009, it reorganized staff, shifted resources to expand its online presence, and formed a national team of communications advisors who bring together the best practices from across the nation and serve as brand ambassadors.