Download - The Rule of Threes: Marketing for nonprofits
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The Rule of Three’sKeeping nonprofit marketing on story and fresh!
Marc A. Pitman, FundraisingCoach.com
TVI Conference 2011
Twitter: @marcapitman
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More New 501(c)3’s Each Year
Statistics from National Center for Charitable Statistics http://nccsdataweb.urban.org/
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Goals
1. To overwhelm you with useful information
2. To give you 2 very practical exercises to get you started on your stories
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Campfire picture with people talking
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Huge DNA picture strand
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This isn’t your father’s media
It used to be that 3 ads reached 85% of viewers.
Not anymore!
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LOTS of distraction & fragmentation
Now there are literally HUNDREDS of TV options! Alone!
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You need to breakthrough!
So how do you break through?
STORIES!
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A trip to the grocery store
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Set structure of storytelling 2300 years ago– Beginning, Middle, End
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Set structure of storytelling 2300 years ago– Beginning, Middle, End– Has a hero
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Set structure of storytelling 2300 years ago– Beginning, Middle, End– Has a hero– Needs CONFLICT
(hero+obstacle=conflict)
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Set structure of storytelling 2300 years ago– Beginning, Middle, End– Has a hero– Needs CONFLICT
(hero+obstacle=conflict)– The storyteller works to
help the listener be immersed in the story
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Storytelling for Dummies
Act 1: Get hero up a tree
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Storytelling for Dummies
Act 1: Get hero up a tree
Act 2: Throw rocks at him
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Storytelling for Dummies
Act 1: Get hero up a tree
Act 2: Throw rocks at him
Act 3: Get him down
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Be sure to use a “phrase that pays” (Doug Stevenson The phrase that pays
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Your Stories = Your Culture
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Your Stories = Your Culture
Founding Story
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Your Stories = Your Culture
Founding StoryMess Up Stories
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Your Stories = Your Culture
Founding StoryMess Up Stories Suffer Stories
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Your Stories = Your Culture
Founding StoryMess Up Stories Suffer Stories Phoenix Stories
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Your Stories = Your Culture
Founding StoryMess Up Stories Suffer Stories Phoenix StoriesGlorious End
Stories
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In control = Out of touch
“The more in control we are, the more out of touch we become…”—A.G. Lafley, CEO P&G
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How do you give people a script?
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Picture of Elevator Or people in an elevator
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Organizing Storieswith The Rule of 3’s
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Organizing Storieswith The Rule of 3’s0. Define Your Jennifer
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Organizing Storieswith The Rule of 3’s0. Define Your Jennifer1. 3 Attributes
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Organizing Storieswith The Rule of 3’s0. Define Your Jennifer1. 3 Attributes2. 3 Channels
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Organizing Storieswith The Rule of 3’s0. Define Your Jennifer1. 3 Attributes2. 3 Channels3. 3 Times a Month for 3 Months
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Repeat. Repeat. Repeat.
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Horse vet picture
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Libraries have a great story to tellHow
OCLC’s “How Libraries Stack Up” 2010
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Here’s a way to tell the story
This is a video of a girl telling how excited she was to get her first library card!
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Storytelling Resources Andy Goodman www.agoodmanonline.com
Cliff Atkinson www.SociableMedia.com
Doug Stevenson www.DougStevenson.com
501 Videos www.MovieMondays2.com
Marc A. Pitman www.FundraisingCoach.com [email protected]
• @marcapitman
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