Brandraising               #brandraising              June 9, 2011!Minnesota Council of Nonprofits                         ...
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•  Principal & Founder of Big Duck•  Native New Yorker• Never been to the Twin Cities before, but…• Mother of identical tw...
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Reasons Nonprofits Communicate                         Click to edit Master text
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Brandraising®                Click to edit Master text
Organizational Level                       Click to edit Master text
Blue slide: be clear about what youwant to say as an organization, andhow you want to say it.                           Cl...
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CASE STUDY             Click to edit Master text
National Military Family Association            Click to edit Master text
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Research•  Military families, Board, Staff, Donors, Key advocates•    Online surveys•    Interviews•    Landscape scan•   ...
National Military Family Association is the voicefor military families—advocating on their behalfand responding to meet th...
National Military Family Association—Personality                          Click to edit Master text
Identity Level                 Click to edit Master text
National Military Family Association            Click to edit Master text
Speaking upWe are the voice for military families during times of war and peace.Empowering FamiliesWe make sure military f...
Military families serve our country with pride,honor, and quiet dedication, and the NationalMilitary Family Association se...
The National Military Family Association is anational nonprofit organization that works toimprove the lives of military fa...
National Military Family Association            Click to edit Master text
National Military Family Association            Click to edit Master text
National Military Family Association            Click to edit Master text
National Military Family Association            Click to edit Master text
Experiential Level                     Click to edit Master text
National Military Family Association            Click to edit Master text
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National Military Family Association            Click to edit Master text
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National Military Family Association            Click to edit Master text
National Military Family Association            Click to edit Master text
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Click to edit Master text         ©Else10, Flickr
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Think about…•    Positioning: what’s the big idea they’re communicating?•    Personality: what does the design/language sa...
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The Value of Brandraising•  Less time spent creating—more time spent reinforcing•  Donors, clients, and other audiences mo...
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Resources•  Brandraising: How Nonprofits Raise Visibility and Money   Through Smart Communications, Sarah Durham   www.ama...
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Thanks!© Jeremy Crow                Click to edit Master text
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Big duck mcn_brandraising

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As you expand the tools you use to communicate online and off and staff's roles change, how do you ensure you're all speaking with one voice? Based on Sarah Durham's book "Brandraising: How to Raise Money and Increase Visibility through Smart Communications", (Jossey-Bass, 2010) this session will introduce nonprofits to the concepts of Brandraising that can help you improve your fundraising, outreach and relationship-building communications.

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Big duck mcn_brandraising

  1. 1. Brandraising #brandraising June 9, 2011!Minnesota Council of Nonprofits ! Sarah Durham @bigducksarah Click to edit Master text
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  3. 3. •  Principal & Founder of Big Duck•  Native New Yorker• Never been to the Twin Cities before, but…• Mother of identical twins Click to edit Master text
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  7. 7. Reasons Nonprofits Communicate Click to edit Master text
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  14. 14. Brandraising® Click to edit Master text
  15. 15. Organizational Level Click to edit Master text
  16. 16. Blue slide: be clear about what youwant to say as an organization, andhow you want to say it. Click to edit Master text
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  57. 57. CASE STUDY Click to edit Master text
  58. 58. National Military Family Association Click to edit Master text
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  61. 61. Research•  Military families, Board, Staff, Donors, Key advocates•  Online surveys•  Interviews•  Landscape scan•  Media scan•  Best practices Updated June 2010 National Military Family Association Click to edit Master text
  62. 62. National Military Family Association is the voicefor military families—advocating on their behalfand responding to meet their needs. National Military Family Click to edit Master text Associate—Positioning
  63. 63. National Military Family Association—Personality Click to edit Master text
  64. 64. Identity Level Click to edit Master text
  65. 65. National Military Family Association Click to edit Master text
  66. 66. Speaking upWe are the voice for military families during times of war and peace.Empowering FamiliesWe make sure military families know what resources are available,and how to get them.Meeting needsWe listen and react to support the needs of military families swiftlyand thoroughly.About Military FamiliesWhen one member joins the military, the whole family serves, anddoes so with pride, honor, and quiet dedication. National Military Family Association—KeyMaster text Click to edit Messages
  67. 67. Military families serve our country with pride,honor, and quiet dedication, and the NationalMilitary Family Association serves these families.We provide them with information, ensure theyget the benefits they deserve, and offerprograms that improve their lives. We have ledthe field for 40 years and have earned therespect of our Nation’s leaders. The work of theNational Military Family Association strengthensthe military families of today and tomorrow. National Military Family Association—Boilerplate Click to edit Master text
  68. 68. The National Military Family Association is anational nonprofit organization that works toimprove the lives of military families. National Military Family Association—Elevator Pitch Click to edit Master text
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  72. 72. National Military Family Association Click to edit Master text
  73. 73. Experiential Level Click to edit Master text
  74. 74. National Military Family Association Click to edit Master text
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  86. 86. Think about…•  Positioning: what’s the big idea they’re communicating?•  Personality: what does the design/language say?•  Are they consistent?•  Are they audience-centric or organization-centric?•  How are they integrating best practices?•  What could make these organizations communicate even better? Updated June 2010 National Military Family Association Click to edit Master text
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  102. 102. The Value of Brandraising•  Less time spent creating—more time spent reinforcing•  Donors, clients, and other audiences more likely to “get it”•  Clear basis to develop materials, strategies and campaigns upon•  Established way to communicate messages your organization wants to communicate Click to edit Master text
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  104. 104. Resources•  Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications, Sarah Durham www.amazon.com•  Duck Call Blog www.bigducknyc.com/blog•  Positioning: A Battle for Your Mind, Al Ries and Jack Trout Click to edit Master text
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  109. 109. Thanks!© Jeremy Crow Click to edit Master text

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