Everybody Loves a Winner - AFPMA 2010


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Talk given by Chris Klaehn, Partner & Director of Brand Strategy, Corey McPherson Nash at the Association of Fundraising Professionals, Conference on Philanthropy.
When Warren Buffet donated the bulk of his vast fortune to the Gates Foundation, did the Gates Foundation’s donations dry up because people felt the foundation had enough money, and their money would be needed more elsewhere? Nope. The Gates Foundation donor base got bigger. Why? Because people want to be around winners. A wider and deeper donor base is built on the understanding and belief that your organization is a winning brand. Learn how to develop and communicate your 5 Top Winning Attributes and how to use this message framework to engage your audience and grow over time.

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Everybody Loves a Winner - AFPMA 2010

  1. 1. Everybody Loves a Winnerafpma 2010<br />Follow us on Twitter: @cmntweets<br />Hashtag: #AFPMA2010<br />Blog: http://www.corey.com/thebulb/<br />
  2. 2. “It is about you as much as it is about the effect of your gift.”<br /> ”What Makes People Give?” NYT Magazine, March 9, 2008 <br />
  3. 3. Agenda<br />Quick Corey introduction<br />What defines a winner?<br />5 Winning Attributes<br />
  4. 4.
  5. 5. Who We Are<br />
  6. 6. What is Branding?<br />
  7. 7. Branding is the art of sacrifice<br />
  8. 8. Brand Strategy<br />What is Branding?<br />Strategic Plan<br />Brand Strategy<br />Execution<br />• Growth Objectives• Target Markets• Market Landscape• Competitive Landscape<br />• Brand Perception• Brand Architecture• Position• Messaging Strategy<br /><ul><li> Overall Look & Feel• Community Outreach• Social Media• Public Relations• Online/Off-line Communication Pieces</li></li></ul><li>The Way Corey Thinks About Brand<br />Criteria<br />IS IT RELEVANT?<br />Matters to Customer<br />IS IT PROFITABLE?<br />IS IT DEFENSIBLE?<br />OWN-ABLE?<br />We Can Do Well<br />Competitors Can’t Do Well<br />
  9. 9. What is a Winner?<br />
  10. 10. Winning<br />Something that is a success or is likely to be successful.<br />
  11. 11. Big Donors<br />Those in the top 3.1 percent are responsible for 60 to 75 percent of the $360 billion given for charitable work last year.<br />2010 Study of High Net Worth Philanthropy Center of Philanthropy at Indiana University.<br />
  12. 12. Top Motivation in Deciding Where to Give Money<br />A belief their gift will make a difference.<br />The belief that an organization was efficiently run.<br />2010 Study of High Net Worth Philanthropy Center of Philanthropy at Indiana University.<br />
  13. 13. Top Motivation in Discontinuing Support:<br />Too frequent solicitation.<br />2010 Study of High Net Worth Philanthropy Center of Philanthropy at Indiana University.<br />
  14. 14. 5 Winning Ways<br />
  15. 15. #1 Make it Easy and Different<br />Make it easy to understand your difference and how you win (or will win)<br />
  16. 16. #2 Be a good storyteller<br />Give people something they can relate to<br />
  17. 17. #3 Let Your Network Tell Your Story.<br />You donors and members are your biggest advocates. <br />
  18. 18. #4 Be a Prius<br />The warm-glow view of philanthropy, people aren’t giving money merely to save the whales; they’re also giving money to feel the glow that comes with being the kind of person who’s helping to save the whales.<br />
  19. 19. #5 There is no one hit wonder<br />
  20. 20. #1<br />Easy and Different<br />
  21. 21. What is the difference between BU’s and Northeastern’s business school?<br />
  22. 22. University of Notre Dame: Identity<br />
  23. 23. Faculty leadership (research, hosting conferences)<br />Teaching problem solving skills <br />Students have a love of learning<br />Transforming/developing the individual<br />End benefit to change the world<br />Closeness to faculty<br />Values based problem solving<br />Ethics integral to offerings <br />Notre Dame network (passionate/large)<br />Methodology/curriculum<br />=<br />+<br />24<br />Messaging Strategy: <br />Merge Parity with Positive Differentiation<br />
  24. 24. Case Study: Mendoza College of Business<br />
  25. 25.
  26. 26.
  27. 27.
  28. 28. #2 <br />Be a Good Storyteller<br />
  29. 29. Good Storytellers<br />“Good storytellers are not necessarily good leaders, but they do share certain traits. Both are self-aware and both are skeptics who realize that all people--and institutions--wear masks. Compelling stories can be found behind those masks.”<br />“Storytelling that Moves People” Harvard Business Review June 1, 2003<br />
  30. 30. Good Storytellers<br />Use convention rhetoric: <br />“Here is our organization’s biggest challenge, and here is what we need to do to prosper.”<br /> People are not inspired to act by reason alone.<br />2) Unite an idea with an emotion<br />“Storytelling that Moves People” Harvard Business Review June 1, 2003<br />
  31. 31. Beyond 12<br />
  32. 32. Things Beyond12 Learned:<br />Data collection, the most highly valued offering, is not what donors respond to enthusiastically. They want to know how we are effecting kids’ lives.<br />Put a face to those you help.<br />Use language that is powerful and accessible.<br />Use succinct statistics to frame the issue.<br />A Conversation with President and Founder, Alex Bernadotte<br />
  33. 33. #3 <br />Let Your Network Tell Your Story<br />
  34. 34. Who is Our Network?<br />89 percent of American households make charitable contributions each year<br />The National Philanthropic Trust <br />Most philanthropy still comes in the form of small gifts.<br />Giving circles join like-minded people acrosssocioeconomic lines. <br />
  35. 35. What is Social Media<br />shared meaning among communities, as people share their stories and experiences. <br />Creating a shared meaning is about creating a distinct, compelling and meaningful BRAND<br />Social media are primarily Internet-based tools for sharing and discussing information among human beings.This interaction, and the manner in which information is presented, depends on the varied perspectives and “building” shared meaning among communities, as people share their stories and experiences. - Wikipedia<br />
  36. 36. Use of Social Media<br />Social Media Interrupts:<br />Jascha Franklin-Hodge, Chief Technology Officer & Founding Partner, Blue State Digital<br />ISOLATION<br />CONTROL<br />HIERARCHY<br />
  37. 37. What is Social Media<br />Telling Statistics:<br />Has an experience you have had online ever changed your opinion (either positively or negatively) about a brand or the products and services it offers?<br />FEED Survey by Razorfish, http://feed.razorfish.com/feed09/the-data/ (2009)<br />65.3%<br />YES<br />34.7%<br />NO<br />
  38. 38. What is Social Media<br />Telling Statistics:<br />Are you more likely to buy/recommed a brand since becoming a friend/follower?<br />Chadwick Martin Bailey and iModerate Research Technologies, http://www.emarketer.com/Article.aspx?R=1007568 (2010)<br />67%<br />YES<br />51%<br />YES<br />
  39. 39.
  40. 40. It’s Expensive!<br />Your Brand is Not Just Yours<br />Audience is Getting Smaller<br />Yes We Can - Barack Obama Music Video<br />14,379,890 views, 404 blog posts, 293 non-liberal/conservative blog posts (73%)<br />2. Wassup 2008<br />5,300,606 views, 665 blog posts, 424 non-liberal/conservative blog posts (64%)<br />Most impactful videos of the campaign:<br />
  41. 41. 3. I Got a Crush...On Obama By Obama Girl<br /> 12,278,288 views, 259 blog posts,164 non-liberal/conservative blog posts (63%)<br />4. Barack Roll<br /> 2,858,259 views, 263 blog posts, 163 non-liberal/conservative blog posts (62%)<br />5. American Stories, American Solutions: 30 Minute Special<br /> 1,932,787 views, 547 blog posts, 314 non-liberal/conservative blog posts (57%)<br />Morningside Analytics http://tinyurl.com/66ojww<br />
  42. 42. Of the top 5 influential videos:<br />3 were professionally produced<br />2were moving<br />2were funny<br />1was officially from the campaign<br />
  43. 43. #4<br />Be a Prius<br />
  44. 44.
  45. 45. #5<br />There is no one hit wonder<br />
  46. 46. Emotional Spectrum<br /> POST-CAMPAIGN<br /> CAMPAIGN<br /> PRE-CAMPAIGN<br />
  47. 47. Emotional Spectrum<br /> POST-CAMPAIGN<br /> CAMPAIGN<br /> PRE-CAMPAIGN<br />
  48. 48. Example: BB&N Senior Tiles<br />
  49. 49. Being a Winner Re-cap<br />Make it easy and different.<br />Be a good storyteller.<br />Let your network tell your story<br />Be a Prius.<br />No such thing as a one hit wonder<br />
  50. 50. It’s all about your brand.<br />
  51. 51. Thank you!<br />http://www.corey.com<br />http://twitter.com/cmntweets<br />http://www.facebook.com/coreymcphersonnash<br />http://www.flickr.com/photos/coreymcphersonnash/<br />