make or break your nonprofit the art and science to revamping your communication plan

@FirstGiving#FGWebinar

Make or Break your Nonprofit: The Art & Science to Revamping your Communication Plan

Presented by FirstGiving’s John Jarowski & Dan Fonseca


About the Presenters

Dan FonsecaFirstGiving

Content Creation Specialist@whoisdanfonseca

John JarowskiFirstGiving

Marketing Coordinator


A little about FirstGiving…We believe in expanding the world of online giving

FirstGiving is a peer–to–peer online fundraising platform for nonprofits and their supporters. We process donations securely, provide powerful communication tools, and event registration.


Online Fundraising Solutions

Personal Support for your nonprofit, donors, and fundraisersEasy, tested, and secure transaction processes for the donor

Peer-to-Peer Fundraising Pagesand Event Registrations Online Direct Donations


How this webinar works

• A link to the slides and recording will be sent after the webinar

• Ask your questions during the webinar by typing them in the question box on the right side of your

screen

• Use the hashtag #FGWebinar to tweet about this webinar @Firstgiving. We’re listening!


Communication will make or break your nonprofit

It's the difference between having cause ambassadors or indifferent individuals.

There’s an art & science to engaging nonprofit communication.

The recipe?

50% Art + 50% Science = 100 % Wonder

First things first…


Effective communication will get people to feel and then to act

What are some examples of nonprofit communication?

• Blog posts• Website copy• Presentations• Press Releases • Social media• Infographics • etc.



What are we going to cover?


1. The importance of starting with “Why.”

2. Combining Classic Greek rhetoric with today’s modern communication tools.

3. How to craft engaging content for "sticky" SUCCES(s).


Starting with “Why”What is your nonprofit’s “Why?”

Why does your nonprofit exist? What problem is it trying to solve?

Simon Sinek, author of “Start with Why,” believes most organizations are not communicating their mission correctly.


Starting with “Why”Sinek’s Golden Circle

Most nonprofits know what they do

Some know how they do it

But few know why they do it

Organizations communicate their mission from the outside in when they should be doing so from the inside out.

It's easier to talk about “concrete” stuff before “fuzzy” stuff.


Starting with “Why”How do I know what my “what,” “how,” and “why” are?

What – This is what your nonprofit does.

We fund cancer research. We are a domestic violence crisis hotline.

How - This is the process.

We hold walk/runs to fundraise for the research. We have 24/7 staff available on call.

Why – This is your mission, your purpose, your core belief.

No one should suffer from breast cancer. No one should live in fear of domestic violence.


Starting with “Why”

Let’s use Apple as an example

If Apple were like every other company they’d communicate the following way.

“Hi, we’re Apple. We make computers. We put a lot of time and effort into them. Do you want to buy one?”

Fortunately Apple does the reverse.

“We believe in challenging the status quo. We think differently. We put a lot of time into the products we create. Hi, we’re Apple. We make computers. Want one?”

Doesn’t that feel different?


Starting with “Why”

People don’t buy what you do, they buy why you do it.


Ethos. Pathos. Logos.

Your nonprofit is fighting for attention in the attention economy

Like it or not, your nonprofit is always pitching, selling, and persuading.

So how does your nonprofit become more persuasive?

Think:

• Ethos• Pathos• Logos



Ethos - Your nonprofit’s credibility

Why blog posts and social media are so important these days

How is your nonprofit building credibility?



Pathos - the emotional appeal

These are stories that pull at the heart strings.

• Nike speaks to our inner champions and desire for competition.

• Fisher Price instills feelings of family and youth.

• Olive Garden builds on a sense of community.

This is why videos and images go viral.



“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

- Maya Angelou

* Quotes enforce credibility. Borrow from other’s credibility.



Logos - the logical appeal

These are cold hard, empirical facts that no one can deny.

Numbers don’t lie

This is why ebooks, infographics, webinars, whitepapers, and surveys are so important.

What are the facts surrounding your nonprofit’s cause?


Ethos. Pathos. Logos.Notice how this looks like the sales/marketing funnel?

Ethos

Pathos

Logos

Social Media & Blog Posts

Social Media, Viral Videos, & Engaging Images

Ebooks, Webinars, infographics, & Surverys


“Sticky” SUCCES(s)

Effective communication has to be sticky.

Developed by Chip & Dan Heath

Here’s an acronym to help you craft sticky and memorable messaging.

SimpleUnexpected ConcreteCredibleEmotionalStory



Simple – Your idea has to be simple.

This doesn’t mean you’re dumbing it down. Cut away any excessive details and get straight to the point.

What’s your idea in its simplest form?




Unexpected – Create curiosity with your idea.

How are you surprising your supporters?

Questions are great. They are begged to be answered.

SimpleUnexpectedConcreteCredibleEmotionalStory



SimpleUnexpectedConcreteCredibleEmotionalStory



Concrete – Details, examples, and facts make an idea concrete.

Use photos, videos or personal testimonials to supplement your idea.




Credible – This is ethos & pathos

Who said or did what?

What are the numbers?

What respectable institution can back up your claim?

SimpleUnexpected ConcreteCredible EmotionalStory



SimpleUnexpected ConcreteCredible EmotionalStory



Emotional – This is pathos

Statistics are used to build concrete details but emotions stick.




Story – Next to simple, story is the most important component to a sticky idea.

Why?

Good stories are unexpected, filled with concrete details, and should always be emotional. That’s 3 out of 6.



Summary

Let’s audit some communication.

What do we like?

What do we dislike?

Why?


Summary


SummaryBefore your nonprofit publishes any communication, does it pass the test?

Does it fulfill the following?

1. WHY -> HOW -> WHAT

2. Ethos. Pathos. Logos.

3. SUCCES(s)

Where’s the art? Where’s the science? Where’s the wonder?


Questions?


Thank you!


Be a part of the FirstGiving Community

Facebook: facebook.com/firstgivingTwitter: @firstgiving

Online Fundraising blog: http://blog.firstgiving.com

A short questionnaire will appear after you exit the webinar. We’d love some feedback!


Interested in learning more about FirstGiving?

Contact our Online Fundraising Consultants:

Email: [email protected]: 617-542-0010 x 4

make or break your nonprofit the art and science to revamping your communication plan

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