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Listen Up

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Telling your nonprofit's story so people will listen and respond.

Telling your nonprofit's story so people will listen and respond.

Published in: Business, News & Politics

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    • 1. Listen Up! Telling your story so people will listen and respond*... *respond |ri spänd| verb open one’s wallet and give to your worthy cause
    • 2. What do I know? • President of Turnbull Marketing Group, a (very) small company dedicated to helping nonprofits help others. • Born and raised on the mission field in Haiti. • Hold a BA in Spanish and Journalism from Wake Forest University and an MA in Latin American and Caribbean Studies from Florida International University. • Was a writer in the award-winning Creative Department at Food For The Poor, the nation’s largest international charity. • Love traveling and getting my hands dirty. Throw in some Spanish and you have one happy lady. Turnbull Marketing Group Helping nonprofits help others.
    • 3. Listen Up! • Who cares? • What makes a story “good”? • Where can I find a good story? • How do I tell a story effectively? • Where do I tell my story? Turnbull Marketing Group Helping nonprofits help others.
    • 4. Who cares? • Everyone with money to give. And that means that you care, too. • Fewer charity dollars going around means that you have to step up your game and make your mission relevant to your donors. • If you don’t have a story to tell, then what in the world are you doing out there?
    • 5. What makes a story “good”? • Characters you can relate to • A plot you can believe in (and that’s relevant) • Well-executed • A call to action that moves you Turnbull Marketing Group Helping nonprofits help others.
    • 6. Characters you can relate to • Personable • Sympathetic/Vulnerable • Have a fulfillable need • Have a succinct story that relates directly to your mission • Whenever possible, not you Turnbull Marketing Group Helping nonprofits help others.
    • 7. A plot you can believe in • No conflict, no need • Clearly expresses the need • Has a story-like feel (think feature story in your favorite magazine) • Ties in directly to your mission Food For The Poor. 2009.The Great Depression Campai gn. • Relevant to your donors • Succinct • Invites the reader into the character’s world Turnbull Marketing Group Helping nonprofits help others.
    • 8. Well Executed • Good writing (or script) • Descriptive — try to involve all of your readers’ senses • Clear and easy to read (or watch) • Professional quality Turnbull Marketing Group Helping nonprofits help others.
    • 9. A call to action that moves you • Direct—no hemming • Urgent—Why me? and hawing Why now? • Repeated • Doable Turnbull Marketing Group Helping nonprofits help others.
    • 10. Where can I find a good story? • Everywhere! Every single living thing in the world has a story—the hard part is seeing it • Start at home • Talk to the people you serve • Be nosy—ask questions that touch the heart Turnbull Marketing Group Helping nonprofits help others.
    • 11. Be nosy • What do you hope/pray for? • What do you want for your future? For your children’s future? • How has our organization helped you? What was life like before we began to help you? • What do you want to tell our friends and supporters? • Why should our friends & supporters help other people like you? Turnbull Marketing Group Helping nonprofits help others.
    • 12. How do I tell a story effectively? • Focus on the details that pull at the heart strings—make them weep • Be succinct—leave out the dry information • Hook your audience from the very beginning • Use action words, present tense and adjectives • Don’t just tell a story—show it • Tie everything back to your mission Turnbull Marketing Group Helping nonprofits help others.
    • 13. Hook, Line...and Wallet • Imagine... • Come with me on a journey... • I want you to... • I need you to... • Start with a quote from the main character • Transport your audience directly to the scene Turnbull Marketing Group Helping nonprofits help others.
    • 14. Mahalia Climbing the sagging steps leading up to the dilapidated house teetering 6 feet off the ground in Georgetown, Guyana, I keep my eyes on 8-year-old Mahalia, who bounds ahead of me with no apparent fear of falling through the rotted wood. She leads me inside, where missing floorboards, bowing walls and a rusted piece of tin—more a strainer than a roof—form what bit of space she has to call home. I have come to listen, and Mahalia is just about to tell me a secret. Turnbull Marketing Group Helping nonprofits help others.
    • 15. Where do I tell my story? • Use them everywhere you can—online, brochures, newsletters, fundraising letters, benefits, annual reports • Illustrate with compelling photos • Send your audience online for the rest of the story— websites shouldn’t be just content-driven, they need to be story-driven • Make short videos—feature the people you serve whenever possible • Tell one good story in each e-Newsletter • Use your blog to tell stories, not to give status reports Turnbull Marketing Group Helping nonprofits help others.
    • 16. On Your Web Site Turnbull Marketing Group Helping nonprofits help others.
    • 17. On Your Web Site Turnbull Marketing Group Helping nonprofits help others.
    • 18. On Your Web Site Turnbull Marketing Group Helping nonprofits help others.
    • 19. On Facebook Turnbull Marketing Group Helping nonprofits help others.
    • 20. On Facebook Turnbull Marketing Group Helping nonprofits help others.
    • 21. On Facebook Turnbull Marketing Group Helping nonprofits help others.
    • 22. On Twitter Turnbull Marketing Group Helping nonprofits help others.
    • 23. On Twitter Turnbull Marketing Group Helping nonprofits help others.
    • 24. On Twitter Turnbull Marketing Group Helping nonprofits help others.
    • 25. Happily Ever After • Pull at heart strings • Be succinct • Make it personal • Tie it back to your mission • Tell stories all the time, everywhere you go Turnbull Marketing Group Helping nonprofits help others.
    • 26. Let’s keep in touch l Eliza beth Turnbul group.com ema il: elizabeth@tbull ull twitter : @ejturnb .5072 telephone: 919.741 Download this presentation at www.tbullgroup.com. Sign up for our eNewsletter and receive a FREE story guide. Turnbull Marketing Group Helping nonprofits help others.