The Sea Shepherd Conservation Society

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Executive Summary

The following report entails a communication report on the non-for profit organisation, the Sea Shepherd Conservation Society, a marine wildlife and ecosystem protection group. It entails how the organisation chooses methods to communicate to their donators, supporters, governments and whalers and how exactly it delivers effective communication overall. A comparison of overall effectiveness with other non-for-profit organisations such as Amnesty International Australia, the CFA and the Westpac Life Saver Helicopter Foundation will made as each of the organisations use their websites, Twitter, Facebook, YouTube and even television to promote their cause. Each organisation will show a level of importance in the sense of developing a relationship of trust to engage their supporters and separate parties that they work with. Recommendations that will be outlined will be for the organisation to be clearer in their communication to push for donations. Social media needs to also address the financial aspect of the organisation as well as information about themselves.

Introduction
The Sea Shepherd Conservation Society is a non-for-profit group who endeavour to protect the marine wildlife and its ecosystem. A non-for-profit organisation must strive to gain and retain a donator base that are drawn to their cause, the Sea Shepherd Conservation Society communication modes is compared against other non for profit organisations such as Amnesty International, the CFA and the Westpac Lifesaver Helicopter Foundation. Each organisation adopts a communication modes that suit the organisation, yet all include social media tools such as Twitter and Facebook while also using their website as their base for communication. However, each of the organisations communicates differently with their stakeholders and use different communication tools dependent on their cause and activity. The conservation group utilize communication tools that embody eight aspects of successful communication. The determinants of what exactly makes their communication effective rely on whether the messages are clear and practical information that is understandable and directly expresses what the sender is conveying. It must hold some efficiency in being concise to be clearly absorbed with considerate approaches taken to get the receiver to understand what they are being communicated (C. Bovee et al, 2010). The principle of being concise for effective communication relies on the sender to keep the message short yet cover all the information needed to reach the receiver. Messages sent by the Sea Shepherd Conservation Society need to directly target what the organisation is trying to convey. Correct and comprehensive information is crucial to gain trust and understanding from the stakeholders, especially their fan based supporters and donators, this determines the credibility of the organisation that is crucial in the role of communication. Credibility relies on how trustworthy the organisations messages are, the messages must meet the principle of being correct in order to gain and keep supporters that are fundamental to their organisation (K. Neal, 2010). The conservation group also needs to be have a substantial worth of information that is courteous and mindful of their supporters.

Background
The Sea Shepherd Conservation Society is a renowned extreme marine and wildlife protection group. Established in 1977 but ex-Greenpeace member, Captain Paul Watson, the organisations drastic activities are embodied in their mission statement: ‘‘End destruction of habitat and slaughter of wildlife in the oceans and to conserve the ecosystems and their species, using direct action tactics to investigate, document and take action to stop illegal activities in the sea” (Sea Shepherd Conservation Society) The conservation group maintain the protection of marine wildlife and its ecosystem by actively venturing out to sea or exotic locations, to protect the...
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