writing marketing collateral and messaging for maximum impact
DESCRIPTION
Written text—combined with images, graphics, videos, and audio--becomes the “content” of any nonprofit organization’s marketing collateral. By itself, written text lies at the heart of all cause-driven messages. In fact, the quality of an organization’s writing determines the impact of an organization’s marketing materials, both in print and online. Because nonprofits often rely on writing by staff members who have not been trained to write brochures, websites, or email campaigns, their writing may be bland, weak, or ineffective. In this session, participants will briefly analyze actual written text from brochures, websites, and email campaigns, being guided to discover and identify what makes the text problematic. They will then work with a partner through an interactive writing exercise to dramatically improve the way they, and thus, their organization, communicates in print and online.TRANSCRIPT
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NonprofitText: Wri/ng Marke/ng Collateral and Messaging for Maximum Impact
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WHO I AM
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Laura L. Bush, Ph.D. Communica)ons Director
Published Writer
Entrepreneur
Volunteer and Board Member
• Manager (ended 2012) • Faculty Lecturer • Instruc)onal Professional • Graduate Student (started 1994)
Former ASU
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WHO WE ARE
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Crea)ve and technology solely for nonprofit organiza)ons and those who do good.
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SOME OF OUR SERVICES
STRATEGY
WEB DEVELOPMENT
GRAPHIC DESIGN
CRM STRATEGY & INTEGRATION
COPYWRITING
TRANSLATION
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Nonprofits Communicate for Three
Main Reasons
Programs
Fundraising Advocacy
Market and Message
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Create Messages with Maximum Impact Images – Graphics Video – Audio – Text
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Our Focus: “Copy”
Origins: Middle English, Old French, and La)n deno)ng transcript, transcribe, copy
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Our Objec/ve • Bold • Clear • Simple
Write
• Impa)ent • Overloaded • Scanners Audience
• Web • Social • Print Collateral
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The Least You Need to Know
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1. Locate the ac/on (verb)
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2. Replace any forms of “to be” be
am
is
are
was
were
been
being
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3. Iden/fy the actor (noun)
Put the actor first please.
PASSIVE
Oprah was chased by the fundraiser.
ACTIVE
The fundraiser chased Oprah.
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3. Iden/fy the actor (noun)
Put the actor first please.
PASSIVE
Oprah was chased by the fundraiser.
ACTIVE
The fundraiser chased Oprah.
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4. Eliminate slow starts
Uhhhhh . . .
It is There are In order to In spite of the fact that Un)l such )me as
At the present )me Along the lines of In order to Due to the fact that By means of
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5. Write lists using parallel form
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6. Revise nominalizations
ORIGINAL
AKR's prac)ce is concentrated in five key areas:
1. The preserva)on of koala habitats
2. The protec)on of marsupial breeding grounds
3. The promo)on of animal welfare organiza)ons
4. The accountability of governments to animal welfare organiza)ons
5. The development of Australian law and educa)ng the public about animal rights, laws, and issues
Nominaliza)on results from conver)ng verbs into nouns, usually by adding “ion”
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6. Revise over-‐nominalizations
REVISION
ARK advocates concentrate their prac)ce in five key areas: 1. Preserve koala habitats 2. Protect marsupial breeding
grounds 3. Promote animal welfare organiza)ons
4. Ensure government accountability to animal welfare organiza)ons
5. Develop Australian law and educate the public about animal rights, laws, and issues
ORIGINAL
ARK’s prac)ce is concentrated in five key areas: 1. The preserva)on of koala habitats 2. The protec)on of marsupial
breeding grounds 3. The promo)on of animal welfare organiza)ons
4. The accountability of governments to animal welfare organiza)ons
5. The development of Australian law and educa)ng the public about animal rights, laws, and issues.
Nominaliza)on results from conver)ng verbs into nouns, usually by adding “ion”
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7. Reduce strings of preposi/onal phrases
The impact of the shortage of available volunteers in the arts industry is that it is not a short term problem but will be with us for some )me to come and can seriously affect the number of theaters that can con)nue to operate.
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7. Reduce strings of preposi/onal phrases
The impact of the shortage of available volunteers in the arts industry is that it is not a short term problem but will be with us for some )me to come and can seriously affect the number of theaters that can con)nue to operate.
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8. Chunk copy under logical headings
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9. Calculate the Lard Factor
Celebrate lean copy!
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10. Let /me pass. Then edit again.
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THANK YOU laura @ highwaytwenty.com
480-‐200-‐5431