Aspiration recommends that nonprofit organizations create a "Publishing Matrix" to help drive online communications process.
A publishing matrix enumerates two essential sets of information required for effective online publishing:
- A complete slate of the types of content that the organization publishes. Examples of these types include eNewsletters, event announcements, press releases, blog posts, papers and books, editorials, etc.
- All of an organization's online channels, including web site, mailing list(s), Facebook, Twitter, blog(s), etc.
A publishing matrix then correlates these two inventories, indicating which online channels should be used when publishing a given type of online content.
Provided for adaptation and reference are:
- A Simple Publishing Matrix Template for a nonprofit organization to fill in with a list online channels and content types.
- For a real-world example, Aspiration's 2010 Publishing Matrix. Our Publishing Matrix is a bit more complex so we invite you to check it out but in no way feel that this is how your publishing matrix should look.
We encourage organizations to copy and adapt these matrices for their own needs and to contact us at firstname.lastname@example.org if you have any questions.
And a big thank-you to Stefanie Faucher of Death Penalty Focus, whose publishing matrix work has helped to drive our thinking on the topic.