writing with a mission: using messaging in nonprofit marketing to capture what makes you unique
TRANSCRIPT
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 [email protected]
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!
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