Message Framing and Strategic Communications Planning for Wilburforce Foundation

Wilburforce FoundationFor 25 years, Wilburforce Foundation has been a quiet but powerful force in environmental conservation in Western North America. The foundation identified a need for consistent, effective messaging to advance their work in the field, and to avoid being defined by others. Seven November led the foundation through an iterative process of internal interviews, materials review and analysis and peer foundation messaging comparison to craft a strategic messaging framework. The resulting framework intentionally sought to advance understanding of and engagement in the issues of environmental conservation in the regions in which the foundation works, and not to proactively promote the foundation itself.

The foundation identified a need for consistent, effective messaging to advance their work in the field, and to avoid being defined by others. Seven November led the foundation through an iterative process of internal interviews, materials review and analysis and peer foundation messaging comparison to craft a strategic messaging framework. The resulting framework intentionally sought to advance understanding of and engagement in the issues of environmental conservation in the regions in which the foundation works, and not to proactively promote the foundation itself.

This work also included development of the foundation’s first-ever strategic communications plan, a complete redesign and new content plan for the website, creation of a storytelling initiative, and coaching staff on using the new messaging to greatest effect.

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