writing with a mission: using messaging in nonprofit marketing to capture what makes you unique

Writing with a Mission – Using Messages to Capture What Makes You Unique

Marketing Lessons For Every Nonprofit: A 2-Part Series Nonprofit Alliance of Monroe County June 10, 2015

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Messages = Writing = Storytelling

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7 Lucky Rules To Write By

1. Express a unique personality for your organization

2. Understand your audience

3. Tell stories

4. Features and benefits

5. Meaningful headlines

6. Think about your visuals

7. Write the body copy

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Express Your Unique Personality

(def) Distinctive individual qualities of a person, considered collectively.

The overarching feeling you want people to associate with your organization.

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Express Your Unique Personality

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Probing Personality Questions

1. If my organization had a theme song or anthem, what would it be? Why?

2. If my organization had a mascot or "power animal," what would it be? Why?

3. If my organization were a car, what type and color would it be? Why?

4. If my organization was a celebrity, who would it be? Why?

Radical >>

Collaborative >>

Fun >>

Formal >>

Exotic >>

Discreet >>

Hi-Tech >>

Heritage >>

Energetic >>

Quiet >>

Simple >>

Subdued >>

Analytical >>

Feminine >>

Raw >>

Audacious >>

Inclusive >>

<< Mainstream

<< Individual

<< Serious

<< Casual

<< Commonplace

<< Aggressive

<< Homemade

<< Ground Breaking

<< Laid-back

<< Enthusiastic

<< Complex

<< Bright

<< Emotional

<< Masculine

<< Refined

<< Modest

<< Exclusive

m m m m m m m

m m m m m m m

m m m m m m m

m m m m m m m

m m m m m m m

m m m m m m m

m m m m m m m

m m m m m m m

m m m m m m m

m m m m m m m

m m m m m m m

m m m m m m m

m m m m m m m

m m m m m m m

m m m m m m m

m m m m m m m

m m m m m m m

the nonprofit attribute spectrum A tool to help establish your brand’s personality & character traits

p.o. Box 231, Aurora ny 13026info@stonesoupcreative.com

tel 212-721-9764www.stonesoupcreative.com

What other adjectives apply? (Feel free to use the back of this paper):

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Attribute Spectrum

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Personality via Color Passion Energy Blood Strength

Fresh Nature Harmony Health

Creative Jovial Youthful

Friendly Fun

Hope Happiness Warmth Caution

Conservative Corporate Stable Trustworthy

Femininity Innocence

Expensive Mystery Regal Spiritual

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Understand Your Audience

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Audience Personas

SarahAge: 42

Location: Brooklyn Heights

Profession: College Professor

Education: Highly Educated

Hobbies: Choir, Running, Reading

Personality: Warm, Generous

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http://moflow.ca/marketing-persona

Audience Personas

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Understand Your Audience

Rainforest Alliance: Follow the Frog https://youtu.be/3iIkOi3srLo

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Tell Stories!

•Values stories

•Impact stories

•Social Proof stories

•Founder stories

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Values Stories

Our Values

Collaboration

Innovation

Accountability

Systems Approach

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Values Stories

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Impact Stories

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Impact Stories

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Commitee on the Shelterless (COTS): From Homeless to a Life Transformed https://www.youtube.com/watch?v=AVeLxikcbQ8

Impact Stories

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Social Proof Stories

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Lemonade Stories - Billy Starrhttps://youtu.be/ceE4OiVskTw

•Why was your organization started in the

first place?

•Who identified the need?

•What was that like for them? What were

their struggles in the beginning?

Founder Stories

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Lemonade Stories - Billy Starrhttps://youtu.be/ceE4OiVskTw

Founder Stories

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Before and After

VSEmotional

Rational

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source: photoblog.nbcnews.com

Food shortages in Malawi are

affecting more than three million

children. In Zambia, severe rainfall

deficits have resulted in a 42% drop

in maize production from 2000.

As a result, an estimated three

million Zambians face hunger.

Four million Angolans — one-third

of the population — have been

forced to flee their homes. More

than 11 million people in Ethiopia

need immediate food assistance.

The African Food Shortage Crisis

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source: photoblog.nbcnews.com

Any money that you donate will go to

Rokia, a seven-year-old girl who lives

in Mali in Africa. Rokia is desperately

poor and faces a threat of severe

hunger, even starvation. Her life will

be changed for the better as a result of

your financial gift. With your support,

and the support of other caring

sponsors, Save the Children will work

with Rokia's family and other members

of the community to help feed and

educate her, and provide her with

basic medical care.

The African Food Shortage Crisis

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Features and Benefits

Features Benefits(what it does or has; the facts) (why people buy it; the results) Long-lasting material You won’t have to buy another bag for years!

Wide shoulder straps No more sore shoulders

Environmentally friendly Feel good about not creating waste

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Meaningful Headlines

...should do all of the following:

1. Get attention

2. Target a specific audience

3. Contains a complete message, with benefit

4. Entice us to read more

Nonprofit Leadership Center Offers Unique New Accounting Training Program

Turn Your Nonprofit’s Finances Around in 60 Days!

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Meaningful Headlines (& Subheads)

Blah Better

Our Organization’s Success Stories

Meet Three Clients Who Won Their Legal Battles With Our Help

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Meaningful Headlines

http://www.charityemailgallery.com/newsletter/national-wildlife-federation-important-news-that-might-surprise-you/#.VUpfc2TBzRa

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Meaningful Headlines

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Meaningful Headlines

Don't Just Sit on a Board: Stand for Your Mission

Retweet, Favorite, Donate: Charitable Giving On Twitter Might Soon Be A Click Away

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Think About Your Visuals

• Identifying the medium for your message:

- Using photography to make a statement

- Use video to show, not tell

• Use images as metaphors

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Think About Your Visuals - Photography

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Think About Your Visuals - Photography

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Think About Your Visuals - Photography

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Think About Your Visuals - Video

DiabetesUK: The 4Tshttps://twitter.com/DiabetesUK/status/294732336778588161

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Think About Your Visuals - Metaphors

Writing With A Mission • June 10, 2015

Write the Body Copy

• Include just enough information about features to describe your program, service or event and provide logistical details.

• Continue to include benefits to communicate what’s in it for readers.

• Don’t use jargon or acronyms

• Break it up into bullets if possible.

• Make sure this copy relates to your headline.

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Write the Body Copy - 'You' & CTAs

http://www.evergreen.ca/our-impact/food/

CTA

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Write the Body Copy - CTAs

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Write the Body Copy - CTAs

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Before and After

Resources

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Resources (1)

HatchforGood.org

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Resources (2)

Moflow http://moflow.ca/nonprofit-copywriting-tips/

Nonprofit MarCommunity http://nonprofitmarcommunity.com/

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Resources (3)

2014 DoGooder Awards youtube.com/user/nonprofitvideoawards

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Resources (4)

Hemingway Apphttp://www.hemingwayapp.com/

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Resources (5)

Headline Analyzerhttp://www.aminstitute.com/headline/

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What will be your next step?

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Thank You!

julia@stonesoupcreative.com

facebook.com/stonesoupcreative

212.721.9764

www.stonesoupcreative.com

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Coming Up Next!

Part 2: Let’s Get Visual! Basic Graphic Design Training•Wednesday July 8, 2015•9am – 12pm