Community Benefit Communications

The information on this page can be used to develop or enhance an organization's community benefit communication plan. Please check back regularly for updated information and examples of effective communication tools.

Suggested Goals and Objectives
Possible Audiences
Suggested Communication Vehicles

Suggested Goals and Objectives

The following goals and objectives should be considered when developing a community benefit communications plan:

• Inform key constituencies about the organization's commitment to improving the health of the community. By doing so,
  • The morale and commitment of the organization's staff and physicians improves
  • Managers and staff recognize the organization's strengths and weaknesses and identify areas to better fulfill the mission
  • Boards have a better understanding of the organization and they become more informed advocates for community needs
  • The community becomes informed about available services

   

• Demonstrate that the organization is a valuable community asset and that it is a good steward of the community's resources
  • Reinforces the organization's image with its employees, the community, and the media by demonstrating its commitment to the community
  • Helps elected officials and policy makers understand how the organization is carrying out its tax-exempt charitable purpose

   

• Attract volunteers and community partners to support the organization's community benefit efforts
  • Recruit partner organizations for addressing health problems, improving community health, and serving those without access to health care
  • Foster participation of employees and community members in projects to assist the poor and vulnerable

   

• Promote public understanding of just public policies and systems of care that benefit everyone
  • Educate the community about the inadequacies of the nation's health care system, particularly with regard to care for uninsured

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Possible Audiences

The goal of communications is to inform internal and external audiences about the organization's mission, values, community service role, and other charitable activities. When identifying target audiences, consider what aspects of the organization's community benefit efforts a given audience needs to know.

External audiences may include:

• The community at large
• Current and former patients/clients/residents and their families
• Donors
• Civic leaders and local businesses
• Public agencies
• Other health and human service providers
• Community religious leaders (including diocesan offices)
• Community partners
• News media
  • Print
    • Newspapers, including weeklies, business, and diocesan newspapers
    • Magazines
    • Trade press
  • Broadcast
    • Television
    • Radio
    • Cable
• Trade associations
• Vendors
• Policy makers (including taxing authorities)
• Elected officials

Internal audiences may include:

• Employees
• Medical staff
• Board of directors/trustees
• Sponsors
• System or corporate staff
• Senior facility leadership
• Volunteers
• Staff of related subsidiaries
• Foundation staff
• Committee members
• Department heads
• Patients and residents (and family members)

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Suggested Communication Vehicles

The following chart lists effective communications tools with internal and external audiences.