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

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



Communicating your nonprofit's message is both an art and a science. In this webinar, learn best practices on how to organize an email, social media post, and an advertisement. Learn how to make ...

Communicating your nonprofit's message is both an art and a science. In this webinar, learn best practices on how to organize an email, social media post, and an advertisement. Learn how to make your message stick with your supporters so they will do your promotion for you.



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    Make or break your nonprofit the art and science to revamping your communication plan Make or break your nonprofit the art and science to revamping your communication plan Presentation Transcript

    • Make or Break your Nonprofit:The Art & Science to Revamping your Communication Plan Presented by FirstGiving’s John Jarowski & Dan Fonseca @FirstGiving #FGWebinar
    • About the Presenters Dan Fonseca John Jarowski FirstGiving FirstGiving Content Creation Specialist Marketing Coordinator @whoisdanfonseca @FirstGiving #FGWebinar
    • 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. @FirstGiving #FGWebinar
    • Online Fundraising Solutions Peer-to-Peer Fundraising Pages and Event Registrations Online Direct Donations Personal Support for your nonprofit, donors, and fundraisers Easy, tested, and secure transaction processes for the donor @FirstGiving #FGWebinar
    • 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! @FirstGiving #FGWebinar
    • First things first…Communication will make orbreak your nonprofitIts the difference between havingcause ambassadors or indifferentindividuals.There’s an art & science toengaging nonprofitcommunication.The recipe?50% Art + 50% Science = 100 %Wonder @FirstGiving #FGWebinar
    • 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. @FirstGiving #FGWebinar
    • First things first… @FirstGiving #FGWebinar
    • First things first… What are we going to cover? 1. The importance of starting with “Why.” 1. Combining Classic Greek rhetoric with today’s modern communication tools. 1. How to craft engaging content for "sticky" SUCCES(s). @FirstGiving #FGWebinar
    • 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. @FirstGiving #FGWebinar
    • 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. Its easier to talk about “concrete” stuff before “fuzzy” stuff. @FirstGiving #FGWebinar
    • 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 staffavailable on call.Why – This is your mission, your purpose, your core belief.No one should suffer from breast cancer. No one should live in fearof domestic violence. @FirstGiving #FGWebinar
    • Starting with “Why”Let’s use Apple as an exampleIf Apple were like every other company they’dcommunicate the following way.“Hi, we’re Apple. We make computers. We put a lot oftime and effort into them. Do you want to buy one?”Fortunately Apple does the reverse.“We believe in challenging the status quo. We thinkdifferently. We put a lot of time into the products wecreate. Hi, we’re Apple. We make computers. Wantone?”Doesn’t that feel different? @FirstGiving #FGWebinar
    • Starting with “Why” People don’t buy what you do, they buy why you do it. @FirstGiving #FGWebinar
    • 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 @FirstGiving #FGWebinar
    • Ethos. Pathos. Logos.Ethos - Your nonprofit’scredibilityWhy blog posts and social mediaare so important these daysHow is your nonprofit buildingcredibility? @FirstGiving #FGWebinar
    • Ethos. Pathos. Logos. 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. @FirstGiving #FGWebinar
    • Ethos. Pathos. Logos. “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. @FirstGiving #FGWebinar
    • Ethos. Pathos. Logos.Logos - the logical appealThese are cold hard, empirical factsthat no one can deny.Numbers don’t lieThis is whyebooks, infographics, webinars, whitepapers, and surveys are soimportant.What are the facts surrounding yournonprofit’s cause? @FirstGiving #FGWebinar
    • Ethos. Pathos. Logos. Notice how this looks like the sales/marketing funnel? Ethos Social Media & Blog Posts Pathos Social Media, Viral Videos, & Engaging Images Logos Ebooks, Webinars, infographics, & Surverys @FirstGiving #FGWebinar
    • “Sticky” SUCCES(s) Effective communication has to beSimple sticky.Unexpected Developed by Chip & Dan HeathConcrete Here’s an acronym to help you craft sticky and memorable messaging.CredibleEmotionalStory @FirstGiving #FGWebinar
    • “Sticky” SUCCES(s)Simple Simple – Your idea has to beUnexpected simple.Concrete This doesn’t mean you’re dumbingCredible it down. Cut away any excessive details and get straight to the point.Emotional What’s your idea in its simplestStory form? @FirstGiving #FGWebinar
    • “Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory @FirstGiving #FGWebinar
    • “Sticky” SUCCES(s)SimpleUnexpected Unexpected – Create curiosity with your idea.Concrete How are you surprising yourCredible supporters?Emotional Questions are great. They are begged to be answered.Story @FirstGiving #FGWebinar
    • “Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory @FirstGiving #FGWebinar
    • “Sticky” SUCCES(s)SimpleUnexpected Concrete – Details, examples, andConcrete facts make an idea concrete.Credible Use photos, videos or personalEmotional testimonials to supplement your idea.Story @FirstGiving #FGWebinar
    • “Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory @FirstGiving #FGWebinar
    • “Sticky” SUCCES(s)Simple Credible – This is ethos &Unexpected pathosConcrete Who said or did what?Credible What are the numbers?Emotional What respectable institution can back up your claim?Story @FirstGiving #FGWebinar
    • “Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory @FirstGiving #FGWebinar
    • “Sticky” SUCCES(s)SimpleUnexpectedConcrete Emotional – This is pathosCredible Statistics are used to build concrete details but emotions stick.EmotionalStory @FirstGiving #FGWebinar
    • “Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory @FirstGiving #FGWebinar
    • “Sticky” SUCCES(s)SimpleUnexpected Story – Next to simple, story is the most important component to a sticky idea.Concrete Why?Credible Good stories are unexpected, filled withEmotional concrete details, and should always be emotional. That’s 3 out of 6.Story @FirstGiving #FGWebinar
    • “Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory @FirstGiving #FGWebinar
    • SummaryLet’s audit some communication.What do we like?What do we dislike?Why? @FirstGiving #FGWebinar
    • Summary @FirstGiving #FGWebinar
    • Summary @FirstGiving #FGWebinar
    • Summary @FirstGiving #FGWebinar
    • Summary @FirstGiving #FGWebinar
    • Summary @FirstGiving #FGWebinar
    • Summary Before 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? @FirstGiving #FGWebinar
    • Questions? @FirstGiving #FGWebinar
    • Thank you! @FirstGiving #FGWebinar
    • Be a part of the FirstGiving Community Facebook: facebook.com/firstgiving Twitter: @firstgiving Online Fundraising blog: http://blog.firstgiving.com A short questionnaire will appear after you exit the webinar. We’d love some feedback! @FirstGiving #FGWebinar
    • Interested in learning more about FirstGiving? Contact our Online Fundraising Consultants: Email: sales@firstgiving.com Telephone: 617-542-0010 x 4 @FirstGiving #FGWebinar