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A Template for Calendaring Your Messaging141ojm30u6vpt6ylophcnchqda55qlzhA Template for Calendaring Your Messaging

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Translators:

One of the best practices often overlooked by many “I’m spinning too many plates on long skinny poles” nonprofits is calendaring out the messaging your organization is going to send ahead of time. Akin to flossing, calendaring your messaging ahead of time is something that organizations think that they should do but don’t see the benefit on a day-to-day level to actually start doing it. Why is it a “best practice”, you ask? Well, let’s take a sec and check out some of the benefits!5k6bt0ohz1sgiuvjnrz5a8j1y5v69tf4

Message Calendaring and Youg9itb5q5r2r68pyqvzb0np30dz158oue

Keeping a message calendar allows you to…yytnaayzzaz10fsbd4ohb0m8db55ckj0

  • keep a consistent presence in your contacts’ inboxes (you don’t want to appear once a year).ha4pr7elmwjjhz099u569974l92wfnon
  • make sure you aren’t spamming your contacts (you don’t want to appear once a day)qo7tsuqxsxtejjrjpry1xeaqh5drpkn6
  • manage messaging for multiple programsruk1ehb478jsy4lp1uiygak2bqado6m5
  • ensure that programs and campaigns are messaged and not forgottenk6t4mn68it7cklfxyto0s1v25t82elso
  • construct a single email with multiple people providing contentv1k7wvjcbfwgplroxvd3our5jx8a62is
  • plan a “narrative arc” for your campaigns1bm3ks98xm2684luj5qt4xbk40x7icta
      e.g.z82vdrr1x59lg2y4te7rfwzqr5pqp0xf

    • A new law is on the ballot and it’s horrible! Sign our petition!s3bgmymn8rxnkjac9xdbbotamr6fygmh
    • Look at all these signatures we’ve received! Help us email our lawmakers!jpnk2hed4m39id5865hfzk28bfkly007
    • The vote is tomorrow! Come and show your opposition!p2l87cl7387vq1271lzjx17kb6an6l1l
    • We won! The law didn’t pass! Help us continue this important work by donating!zi8kfhx8q8ta15fppray95mz1eay8tdy

Consequently, calendaring your messaging, especially as an organization with multiple people, gives your online communications a structure and (God-forbid) a process in which to have believable, effective messaging as you use email (or whatever other tool) for your organization’s work to save the world.8nk7djph5lzeyhb2m0wkg1egq3om9vr7

Agreed?3blhvc3epc3bgroycgagilxinra0mjhf

A Template for Calendaring Your Messaging?rp1507b8og8x6xkx7wsky22c50ikbmit

Well, here’s the issue. Traditional calendars in their monthly display aren’t the best for tracking any of the things in my unordered list up there. Emails and communications efforts are thrown into disparate days without any way to examine them in a systematic way. As a result, I’ve been trying to put together a simple, DIY template that anyone can use to track their messaging across time. Let’s check it out, shall we?5w3yjj8ns8dv77gcfdpi2m4xmp61qv9l

Below is the basic component of my messaging calendar template.yupbqo27gqztjcccmjigxa1vdg7dum5i

  • Across the top, going horizontal, is simply the continuous listing of upcoming months. I gave each month four columns corresponding to four weeks (thinking that at our organization the most we will send in terms of emails is one per week and even that is heavy for us).ymgat93tqx42n28s5q8pxjd22nml40st

    Underneath the running months is an “Important Dates” line where you can mark out important campaign, fundraising and programmatic dates through-out the year as check points and touchstones from which to build out message arcs.p9sw9twj4as62emnkycblf50rcir4knj

  • On the left side of the template are different rows that correspond to different areas of our email blast template. The idea here is that you can plan out your message placement in the actual email itself through the message calendar. Whether your communications person is filling in all the rows or multiple people are contributing, the message calendar can act as the shared document to get multiple content pieces organized.arxu4j0ka7fwvryf5xljt22a5gjjoclo

For each email that I’m planning, I first find the week that I want to send it, then start filling in cells in that week’s column based on the content I want in each template area. Notice that I put the actual send date of the email in the “Important Dates” row.qpwmyjids8lbmpbqw7lg42qzslblui7b

Hover over the image to see it filled in with example content (click for a larger version).o379c7z85xerrl7i3o0wy6zvo6wyjzwyscrr82cgye2u1hg4g6bz04xd8iq2tk3c If you’re reading this post in an RSS reader, you may have to click through to the actual site.c8j2ua6wi7r3y36107wqv9pbqsxygd7i


The above example is a simple message calendar. I have email content assigned to weeks in January and areas inside the email. I can see when other emails are coming up and space them out accordingly. As a result, we can track our messaging across time.5kam2hiissg5220rg8jtqijv2vwnpcwk

Additional Elements to Tracksgpa7upbrw2raqeqbnkwohoo2lm6wwef

We can also add elements to help us keep track of other information with the message calendar (after all, it’s just a spreadsheet).gtnycqw5qzovzesq6lk04fbz1cbqlhws

Programs and Campaignsr9sakdq7eibbt1pqv9wgh3qgbldkprt7

One additional area we can add is a Program and Campaign section. This will help us keep track of which programs and campaigns the emails are updating our audience on. When an email mentions a specific program area or campaign we mark it in the Program and Campaign section.4yt32654zay8ut24lqavknajrs0i3g2y

Hover over the image to see it filled in with example content (click for a larger version).o379c7z85xerrl7i3o0wy6zvo6wyjzwyscrr82cgye2u1hg4g6bz04xd8iq2tk3c


Together, a message calendar tracking content in the email template as well as programs and campaigns might look like the example below. Notice that each email has areas marked in the Programs and Campaignsr9sakdq7eibbt1pqv9wgh3qgbldkprt7 section to note what subjects that email covered. This way, we can always see how we are messaging around a specific program or campaign throughout the year by looking at that specific program’s message calendar row.


Template Totally Filled

Statistics6t1jbzt1cuc17z8yqcfpmyb5xxuri6zf

Another addition that we can add is a Statistics6t1jbzt1cuc17z8yqcfpmyb5xxuri6zf section to track metrics surrounding our email campaigns over time. This way we can keep track of what email content is engaging our audience to open and click and what content is being ignored. In other words, we can start tracking our measurable communications goals and see if we’re actually succeeding.


Stats Template Filled

Other Communications Channelsf74nblndhv4eq1gq5r71akw9ssm392xf

Another change to consider is if your messaging is not “email centric” and you’d rather see other channels tracked on your calendar. In this example, we have Social Media channels over time rather than sections of the email template:6ty99mxldqsz5vb32ha4fxn6ghgq9la5

Hover over the image to see it filled in with example content (click for a larger version).o379c7z85xerrl7i3o0wy6zvo6wyjzwyscrr82cgye2u1hg4g6bz04xd8iq2tk3c


An alternative to this is to use a simple message calendar for calendaring out your email and, in conjunction, using a Publishing Matrix to coordinate that messaging with your other communications channels.ka81cie58oj6av3eu5wb19ig4djex6n8

Exhale. Your Turn!yzacdubkbyp4b5gbk4brmc21l2pucef0

Calendaring your messaging is a great way to get more organized about your organizational communications as well as be intentional about your appearance in people’s inboxes (no one likes spam.). Whether your goal is to improve the narrative arcs around your campaigns or keep track of messaging from multiple departments, having a document to keep track can save you frustration and time while allowing you to track progress to your goals.o3mhbvls7bc78hb5yceca7bgrq2ztfr7

Looking at time as a line like in our message calendar template (vs. in a traditional calendar) allows you to track individual programs, multiple messaging arcs and statistics much easier. If you’re thinking that you might try out our message calendar template, you can download it here (XLS file).hyv22kxw0x09cy5dev2wnynilt1okdyr

Does this template seem like something that would be useful for your work? What would you change?i8ljmnzjsln1g61bgk96o8ipt1hfdrll

How do you calendar your messaging?vf5c5hegddthhgx86j64rbkasqnd9huv

(original) View Français translation

One of the best practices often overlooked by many “I’m spinning too many plates on long skinny poles” nonprofits is calendaring out the messaging your organization is going to send ahead of time. Akin to flossing, calendaring your messaging ahead of time is something that organizations think that they should do but don’t see the benefit on a day-to-day level to actually start doing it. Why is it a “best practice”, you ask? Well, let’s take a sec and check out some of the benefits!

Message Calendaring and You

Keeping a message calendar allows you to…

  • keep a consistent presence in your contacts’ inboxes (you don’t want to appear once a year).
  • make sure you aren’t spamming your contacts (you don’t want to appear once a day)
  • manage messaging for multiple programs
  • ensure that programs and campaigns are messaged and not forgotten
  • construct a single email with multiple people providing content
  • plan a “narrative arc” for your campaigns
      e.g.

    • A new law is on the ballot and it’s horrible! Sign our petition!
    • Look at all these signatures we’ve received! Help us email our lawmakers!
    • The vote is tomorrow! Come and show your opposition!
    • We won! The law didn’t pass! Help us continue this important work by donating!

Consequently, calendaring your messaging, especially as an organization with multiple people, gives your online communications a structure and (God-forbid) a process in which to have believable, effective messaging as you use email (or whatever other tool) for your organization’s work to save the world.

Agreed?

A Template for Calendaring Your Messaging?

Well, here’s the issue. Traditional calendars in their monthly display aren’t the best for tracking any of the things in my unordered list up there. Emails and communications efforts are thrown into disparate days without any way to examine them in a systematic way. As a result, I’ve been trying to put together a simple, DIY template that anyone can use to track their messaging across time. Let’s check it out, shall we?

Below is the basic component of my messaging calendar template.

  • Across the top, going horizontal, is simply the continuous listing of upcoming months. I gave each month four columns corresponding to four weeks (thinking that at our organization the most we will send in terms of emails is one per week and even that is heavy for us).

    Underneath the running months is an “Important Dates” line where you can mark out important campaign, fundraising and programmatic dates through-out the year as check points and touchstones from which to build out message arcs.

  • On the left side of the template are different rows that correspond to different areas of our email blast template. The idea here is that you can plan out your message placement in the actual email itself through the message calendar. Whether your communications person is filling in all the rows or multiple people are contributing, the message calendar can act as the shared document to get multiple content pieces organized.

For each email that I’m planning, I first find the week that I want to send it, then start filling in cells in that week’s column based on the content I want in each template area. Notice that I put the actual send date of the email in the “Important Dates” row.

Hover over the image to see it filled in with example content (click for a larger version). If you’re reading this post in an RSS reader, you may have to click through to the actual site.


The above example is a simple message calendar. I have email content assigned to weeks in January and areas inside the email. I can see when other emails are coming up and space them out accordingly. As a result, we can track our messaging across time.

Additional Elements to Track

We can also add elements to help us keep track of other information with the message calendar (after all, it’s just a spreadsheet).

Programs and Campaigns

One additional area we can add is a Program and Campaign section. This will help us keep track of which programs and campaigns the emails are updating our audience on. When an email mentions a specific program area or campaign we mark it in the Program and Campaign section.

Hover over the image to see it filled in with example content (click for a larger version).


Together, a message calendar tracking content in the email template as well as programs and campaigns might look like the example below. Notice that each email has areas marked in the Programs and Campaigns section to note what subjects that email covered. This way, we can always see how we are messaging around a specific program or campaign throughout the year by looking at that specific program’s message calendar row.


Template Totally Filled

Statistics

Another addition that we can add is a Statistics section to track metrics surrounding our email campaigns over time. This way we can keep track of what email content is engaging our audience to open and click and what content is being ignored. In other words, we can start tracking our measurable communications goals and see if we’re actually succeeding.


Stats Template Filled

Other Communications Channels

Another change to consider is if your messaging is not “email centric” and you’d rather see other channels tracked on your calendar. In this example, we have Social Media channels over time rather than sections of the email template:

Hover over the image to see it filled in with example content (click for a larger version).


An alternative to this is to use a simple message calendar for calendaring out your email and, in conjunction, using a Publishing Matrix to coordinate that messaging with your other communications channels.

Exhale. Your Turn!

Calendaring your messaging is a great way to get more organized about your organizational communications as well as be intentional about your appearance in people’s inboxes (no one likes spam.). Whether your goal is to improve the narrative arcs around your campaigns or keep track of messaging from multiple departments, having a document to keep track can save you frustration and time while allowing you to track progress to your goals.

Looking at time as a line like in our message calendar template (vs. in a traditional calendar) allows you to track individual programs, multiple messaging arcs and statistics much easier. If you’re thinking that you might try out our message calendar template, you can download it here (XLS file).

Does this template seem like something that would be useful for your work? What would you change?

How do you calendar your messaging?



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