Make or Break your Nonprofit:The Art & Science to Revamping your Communication Plan       Presented by FirstGiving’s John ...
About the Presenters         Dan Fonseca               John Jarowski           FirstGiving                FirstGiving   Co...
A little about FirstGiving… We believe in expanding the world of online giving FirstGiving is a peer–to–peer online fundra...
Online Fundraising Solutions Peer-to-Peer Fundraising Pages    and Event Registrations                       Online Direct...
How this webinar works  • A link to the slides and recording will be sent                    after the webinar   • Ask you...
First things first…Communication will make orbreak your nonprofitIts the difference between havingcause ambassadors or ind...
First things first… Effective communication will get people to feel and then to act What are some examples of nonprofit co...
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   ...
Starting with “Why” What is your nonprofit’s “Why?” Why does your nonprofit exist? What problem is it trying to solve? Sim...
Starting with “Why”                 Sinek’s Golden Circle                 Most nonprofits know what they do               ...
Starting with “Why”How do I know what my “what,” “how,” and “why” are?What – This is what your nonprofit does.We fund canc...
Starting with “Why”Let’s use Apple as an exampleIf Apple were like every other company they’dcommunicate the following way...
Starting with “Why”    People don’t buy what you    do, they buy why you do it.                                  @FirstGiv...
Ethos. Pathos. Logos. Your nonprofit is fighting for attention in the attention economy Like it or not, your nonprofit is ...
Ethos. Pathos. Logos.Ethos - Your nonprofit’scredibilityWhy blog posts and social mediaare so important these daysHow is y...
Ethos. Pathos. Logos. Pathos - the emotional appeal These are stories that pull at the heart strings. • Nike speaks to our...
Ethos. Pathos. Logos. “I’ve learned that people will forget what you said, people will forget what you did, but people wil...
Ethos. Pathos. Logos.Logos - the logical appealThese are cold hard, empirical factsthat no one can deny.Numbers don’t lieT...
Ethos. Pathos. Logos.    Notice how this looks like the sales/marketing funnel?    Ethos              Social Media & Blog ...
“Sticky” SUCCES(s)              Effective communication has to beSimple        sticky.Unexpected    Developed by Chip & Da...
“Sticky” SUCCES(s)Simple              Simple – Your idea has to beUnexpected    simple.Concrete      This doesn’t mean you...
“Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory                     @FirstGiving                     #FGW...
“Sticky” SUCCES(s)SimpleUnexpected    Unexpected – Create curiosity              with your idea.Concrete      How are you ...
“Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory                     @FirstGiving                     #FGW...
“Sticky” SUCCES(s)SimpleUnexpected             Concrete – Details, examples, andConcrete     facts make an idea concrete.C...
“Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory                     @FirstGiving                     #FGW...
“Sticky” SUCCES(s)Simple                Credible – This is ethos &Unexpected      pathosConcrete        Who said or did wh...
“Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory                     @FirstGiving                     #FGW...
“Sticky” SUCCES(s)SimpleUnexpectedConcrete     Emotional – This is pathosCredible     Statistics are used to build concret...
“Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory                     @FirstGiving                     #FGW...
“Sticky” SUCCES(s)SimpleUnexpected   Story – Next to simple, story is the most             important component to a sticky...
“Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory                     @FirstGiving                     #FGW...
SummaryLet’s audit some communication.What do we like?What do we dislike?Why?                                  @FirstGivin...
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 ->...
Questions?             @FirstGiving             #FGWebinar
Thank you!             @FirstGiving             #FGWebinar
Be a part of the FirstGiving Community    Facebook: facebook.com/firstgiving          Twitter: @firstgiving         Online...
Interested in learning more     about FirstGiving? Contact our Online Fundraising          Consultants:  Email: sales@firs...
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Make or break your nonprofit the art and science to revamping your communication plan

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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

  1. 1. Make or Break your Nonprofit:The Art & Science to Revamping your Communication Plan Presented by FirstGiving’s John Jarowski & Dan Fonseca @FirstGiving #FGWebinar
  2. 2. About the Presenters Dan Fonseca John Jarowski FirstGiving FirstGiving Content Creation Specialist Marketing Coordinator @whoisdanfonseca @FirstGiving #FGWebinar
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. First things first… @FirstGiving #FGWebinar
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. Starting with “Why” People don’t buy what you do, they buy why you do it. @FirstGiving #FGWebinar
  15. 15. 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
  16. 16. Ethos. Pathos. Logos.Ethos - Your nonprofit’scredibilityWhy blog posts and social mediaare so important these daysHow is your nonprofit buildingcredibility? @FirstGiving #FGWebinar
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. “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
  22. 22. “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
  23. 23. “Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory @FirstGiving #FGWebinar
  24. 24. “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
  25. 25. “Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory @FirstGiving #FGWebinar
  26. 26. “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
  27. 27. “Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory @FirstGiving #FGWebinar
  28. 28. “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
  29. 29. “Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory @FirstGiving #FGWebinar
  30. 30. “Sticky” SUCCES(s)SimpleUnexpectedConcrete Emotional – This is pathosCredible Statistics are used to build concrete details but emotions stick.EmotionalStory @FirstGiving #FGWebinar
  31. 31. “Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory @FirstGiving #FGWebinar
  32. 32. “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
  33. 33. “Sticky” SUCCES(s)SimpleUnexpectedConcreteCredibleEmotionalStory @FirstGiving #FGWebinar
  34. 34. SummaryLet’s audit some communication.What do we like?What do we dislike?Why? @FirstGiving #FGWebinar
  35. 35. Summary @FirstGiving #FGWebinar
  36. 36. Summary @FirstGiving #FGWebinar
  37. 37. Summary @FirstGiving #FGWebinar
  38. 38. Summary @FirstGiving #FGWebinar
  39. 39. Summary @FirstGiving #FGWebinar
  40. 40. 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
  41. 41. Questions? @FirstGiving #FGWebinar
  42. 42. Thank you! @FirstGiving #FGWebinar
  43. 43. 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
  44. 44. Interested in learning more about FirstGiving? Contact our Online Fundraising Consultants: Email: sales@firstgiving.com Telephone: 617-542-0010 x 4 @FirstGiving #FGWebinar
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