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The Case for Communications: How smart strategic communications can help nonprofits and foundations win

Post date: 
February 25th, 2016
Article Type: 
External News Article
Article Source: 
Stanford Social Innovation Review

Strategy. It’s the white whale of the social sector. It’s what we’re all seeking. Chances are, the word is hovering in a document on your desk right now.

We hear it so often, it’s easy to lose sight of, or overlook, where the word came from and what it really means. It’s a military term. Strategy was born out of a Greek word meaning “office or command of a general.”

In plain English, strategy means “how to win.” In practice, Alexander the Great, Hannibal, Napoleon, Eisenhower, and more recently, Beyoncé (when she dropped her last album online without notice) have perfected it.

Link to article: 
http://ssir.org/articles/entry/the_case_for_communications

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