After setting the previous step, you’re ready to start developing your digital communication strategy. Generally, in digital campaign you want to deliver best possible message to some people, by using digital media. Before you launch it, you need to know what are you going to send, to whom exactly, by which means, what resources you need to have or to find, etc. In order to define that in the best way, we will use Business Model Canvas, or to be more precise its upgraded version dedicated for NGOs – Mission Model Canvas.
Organization or project with defined Vision, Mission and Organization values is a basis or platform on which we build and run different Business (or. Mission) models that generate value creation which is actually solution to problems of different segments (well defined and focused target groups inside of our main target group).
To create value for segment we have to understand and then execute “big picture” of model on which our organization (or project) is operating. For clear “big picture” we use Business model generation canvas as methodology conceptualized and developed by Strategyzer.
By success of Business model canvas methodology used as well in start-ups, mature enterprises or international corporations, other “derivate” of canvases emerged and for NGO sector we can use Steve Blank’s “Mission model canvas” as well as “Business model canvas”. Of course, by understanding the translation of “corporate” terms to non-profit or non-governmental language, where Profit = Better world, or Customer=Beneficiary etc.
Since Business model canvas and Mission model canvas methods are under Creative commons license your team can find all needed resources on Internet to practice and create canvas supported strategy for your project or organization.
Business model canvas explanation: http://bit.ly/2qQiWGa
Business model canvas resources: http://bit.ly/2qXa3sV
Mission model canvas explanation: http://bit.ly/2qXqxTL
Mission model canvas resources: http://bit.ly/2ql0m5B
Picture No. 4. Mission Model Canvas
IIn the picture No. 4 you can see a mission model canvas. It consists from 9 fields/boxes which are connected through this model.
Boxes from 1 to 5 are constituting a right part of the Mission Model Canvas. It will help us to define segments of our target group, which value needs to be delivered to this segments guiding us create apropriate digital messages and choose chanels for communicating and delivering values to each segment.
- Beneficiaries/Stakeholders – Who are individuals we are creating value for? What is their archetype? Here, you will define all segments of your target group for digital campaign.
- Value proposition – What is the value proposition for each beneficiary? Which problem does this solve for them? By defining value proposition, you will actually define key values that need to be involved into messages for each segment.
- Buy-in support or Relationships with beneficiaries/stakeholders – How does your team keep relations with each beneficiary? You will define in this step what kind of support or relationship you are going to have with your target group, after they get interested into your message.
- Deployment or Channels – Through which channels and in which way we are going to communicate our value with our beneficiaries? Here, you will define through which channels you are going to deliver your messages, how you are going to promote it, how your segment can get involved into action, etc.
- Mission achievements – How does your team know if it succeeded, for each beneficiary? Achievements, per each segment and in general, of your campaign will be defined in this phase.
Fields number 6,7,8,9 are making left part of the Mission Model Canvas. There we define all activities, resources and partners we need in order to create value for segments of beneficiaries, and also how much it will cost. So, for our case, Canvas serves as a tool for developing best possible value for each segment of our target group and creating a strategy of creating and delivering that value.
- Key activities – Which are the key activities that your organization needs to conduct to create value for segment? This step will help you define all key activities you need to provide value.
- Key resources – Which resources your activities need? After that, you need to define which resources you need to poses in order to do all the activities.
- Key partners – Which of these activities or resources your organization needs to outsource to others? Some of the activities you can’t do on your own. So here, you will define who are the key partners for successful creation of value you are providing to segments.
- Mission budget – What are the costs of creating value for segments? At the end, you will define the costs and you will be able to see if the model is sustainable and cost effective which means that incomes are larger than cost.
We recommend further reading and watching:
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Following: TASK II – Practicing Mission Model Canvas