Hopalong: A Case Study

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Hopalong and Second Chance Animal Rescue (Hopalong) is a non-profit organization that is committed to ending euthanasia of adoptable animals through its various programs. The organization provides communications through channels such as email, social media, and the organization’s website. The communication plan provides recommendations and strategies to improve the communications evaluated in Milestone One. Clear and Precise Messaging A strategy for clear and precise messaging recognizes when it is appropriate to be exact and when it is suitable to be vague. Using the full range of language to communicate with external and internal audiences allows for flexibility and choices for audiences (Bostrom & Associates, 1991). When Hopalong sends …show more content…

Both channels provide rapid response communications. However, both channels are usually asynchronous (Shockley-Zalabak, 2015). Email from the volunteer manager, for instance, allows the volunteer manager to communicate with the volunteers any new information or reinforce protocol. However, when new non-emergency information develops after-hours or on the weekends that should reach volunteers, the volunteer manager is not available. A strategy to provide rapid response communications is to create either a volunteer email distribution list accessible to volunteers or something as simple as a volunteer bulletin board. Then enact a policy where volunteers email or post non-emergency changes similar to the way hospital staff hand-off patient information to the oncoming …show more content…

The banner and mission statement are a consistent design feature so that when a user clicks on any link in Hopalong’s website, the banner and mission statement appear at the same location no matter what the user is looking to do, e.g. adopt, volunteer, foster, donate or contact. Hopalong’s (n.d.) clear mission statement is their declaration of their commitment "to eliminate the euthanasia of cats and dogs through rescue and spay/neuter programs.” A result of having a specific mission statement is that it is a challenge to make recommendations to improve communications that align with their mission. However, Hopalong's use of a consistent banner that includes their mission statement in their website offers ideal recommendations. Strive for consistent communications, for example, aligns with the constant banner and mission statement. As does keeping communications straightforward and accessible. Any person reading Hopalong's mission knows what the organization is determined to accomplish. Recommend Hopalong's internal and external communications endeavor for the same directness and accessibility as seen in their banner and mission

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