Message & Media: Marketing Your Small Community-Based Nonprofit Presented by Kivi Leroux Miller for the United Way Agencie...
This is Me
…  and So is This
Enough Me, How About You? <ul><li>Everyone </li></ul><ul><li>Stand </li></ul><ul><li>Up! </li></ul>Flickr: Zen
Running a Nonprofit is Hard So is Finding Funding and Supporters
So What Can You Do About It?
Focus on  . . . . <ul><li>What You Say </li></ul><ul><li>and How You  Say It </li></ul>Flickr: Eszter
Your Message: What You Say  <ul><li>What You Do – Quickly and Clearly </li></ul><ul><li>Your Three Most Important Things <...
Match Game – Who Said This? <ul><li>We feed those that are homebound and alone.  </li></ul><ul><li>We provide quality day ...
Match Game – Who Said This? <ul><li>We feed those that are homebound and alone.  Meals on Wheels - Thomasville </li></ul><...
Who Are These Groups? <ul><li>We serve by enriching the community and its residents. </li></ul><ul><li>We facilitate the c...
Who Are These Groups? <ul><li>We serve by enriching the community and its residents. </li></ul><ul><li>We facilitate the c...
1. What Does Your Nonprofit Do? <ul><li>Your answer  MUST  be </li></ul><ul><li>Very Short </li></ul><ul><li>Very Clear (n...
2.  Three Most Important Things <ul><li>What do you want to be known for? </li></ul>Flickr: downing.amanda
2.  Three Most Important Things <ul><li>What sets you apart from everyone else here? </li></ul>
3. Your Best Stories <ul><li>“ Stories provide  simulation  (knowledge about how to act)  and inspiration  (motivation to ...
Act I: <ul><li>Introduces the character, his situation,  and his goal. </li></ul>
Act II: <ul><li>Character faces obstacles. Tension mounts. </li></ul>
Act III: <ul><li>Action peaks. Character triumphs, gets payoff. </li></ul>
So Who Is This Guy in  Your Nonprofit’s Best Stories?
Your Message is Right if . . . <ul><li>It’s all about them,  not you! </li></ul>
So You Have Your Messages <ul><li>Now what? </li></ul>Flickr: mandj98
Your Media: How You Say It <ul><li>Get Personal </li></ul><ul><li>Feed Your Biggest Fans </li></ul><ul><li>Build Your List...
1. Giving is Always Personal . . .  Let me out of here!
. . . So Get Personal When Asking! <ul><li>Get Out There & Give Good Face Time </li></ul>T-shirt  from zazzle.com
2. Feed Your Biggest Fans Flickr: brendio You rock!  Let us  help you!
Give SWAG to Spread the Word <ul><li>Teach Your Messages </li></ul><ul><li>Wearables </li></ul><ul><li>Stuff to Pass On </...
Let People Raise $ and Friends for You
You Are Already Online Whether You Know It or Not!
Nonprofits Are Also Here
3. Build Your Lists and Use Them! <ul><li>Media Contacts </li></ul><ul><li>Friendly Businesses </li></ul><ul><li>Evangelis...
What a Real Marketing Genius Says You Should Do . . . <ul><li>Kivi Leroux Miller:  What are some of your favorite offline ...
What Do You Get Out of It? Flickr: shira golding
Do Not Fear Failure. Instead . . . <ul><li>Measure, Learn and Adjust </li></ul>Flickr: hoyasmeg
Want More? Try the Webinars <ul><li>Easy and Effective Ways to Build Your Email List (June 4) </li></ul><ul><li>Writing a ...
You’ll find a copy of this presentation  and additional resources at NonprofitMarketingGuide.com/davidson
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Message & Media: Marketing for Small Community Based Nonprofits

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Presentation given on May 30, 2008 to the United Way agencies in Davidson County, North Carolina.

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  • Message & Media: Marketing for Small Community Based Nonprofits

    1. 1. Message & Media: Marketing Your Small Community-Based Nonprofit Presented by Kivi Leroux Miller for the United Way Agencies of Davidson County, North Carolina
    2. 2. This is Me
    3. 3. … and So is This
    4. 4. Enough Me, How About You? <ul><li>Everyone </li></ul><ul><li>Stand </li></ul><ul><li>Up! </li></ul>Flickr: Zen
    5. 5. Running a Nonprofit is Hard So is Finding Funding and Supporters
    6. 6. So What Can You Do About It?
    7. 7. Focus on . . . . <ul><li>What You Say </li></ul><ul><li>and How You Say It </li></ul>Flickr: Eszter
    8. 8. Your Message: What You Say <ul><li>What You Do – Quickly and Clearly </li></ul><ul><li>Your Three Most Important Things </li></ul><ul><li>Your Best Stories </li></ul>Flickr: Zoomar
    9. 9. Match Game – Who Said This? <ul><li>We feed those that are homebound and alone. </li></ul><ul><li>We provide quality day time care for older and impaired adults. </li></ul><ul><li>Help people prevent, prepare for, and respond to emergencies. </li></ul>
    10. 10. Match Game – Who Said This? <ul><li>We feed those that are homebound and alone. Meals on Wheels - Thomasville </li></ul><ul><li>We provide quality day time care for older and impaired adults. The Life Center </li></ul><ul><li>Help people prevent, prepare for, and respond to emergencies. American Red Cross - Thomasville </li></ul>
    11. 11. Who Are These Groups? <ul><li>We serve by enriching the community and its residents. </li></ul><ul><li>We facilitate the connection between community resources and students. </li></ul><ul><li>We assist impoverished families with needed direct and indirect services. </li></ul>
    12. 12. Who Are These Groups? <ul><li>We serve by enriching the community and its residents. </li></ul><ul><li>We facilitate the connection between community resources and students. </li></ul><ul><li>We assist impoverished families with needed direct and indirect services. </li></ul>MISSION STATEMENT LANGUAGE NORMAL PEOPLE DON’T UNDERSTAND
    13. 13. 1. What Does Your Nonprofit Do? <ul><li>Your answer MUST be </li></ul><ul><li>Very Short </li></ul><ul><li>Very Clear (no jargon at all) </li></ul><ul><li>Quite Distinctive </li></ul>
    14. 14. 2. Three Most Important Things <ul><li>What do you want to be known for? </li></ul>Flickr: downing.amanda
    15. 15. 2. Three Most Important Things <ul><li>What sets you apart from everyone else here? </li></ul>
    16. 16. 3. Your Best Stories <ul><li>“ Stories provide simulation (knowledge about how to act) and inspiration (motivation to act).” </li></ul><ul><li>– Chip Heath and Dan Heath in Made to Stick </li></ul>
    17. 17. Act I: <ul><li>Introduces the character, his situation, and his goal. </li></ul>
    18. 18. Act II: <ul><li>Character faces obstacles. Tension mounts. </li></ul>
    19. 19. Act III: <ul><li>Action peaks. Character triumphs, gets payoff. </li></ul>
    20. 20. So Who Is This Guy in Your Nonprofit’s Best Stories?
    21. 21. Your Message is Right if . . . <ul><li>It’s all about them, not you! </li></ul>
    22. 22. So You Have Your Messages <ul><li>Now what? </li></ul>Flickr: mandj98
    23. 23. Your Media: How You Say It <ul><li>Get Personal </li></ul><ul><li>Feed Your Biggest Fans </li></ul><ul><li>Build Your Lists and Use Them Regularly </li></ul>
    24. 24. 1. Giving is Always Personal . . . Let me out of here!
    25. 25. . . . So Get Personal When Asking! <ul><li>Get Out There & Give Good Face Time </li></ul>T-shirt from zazzle.com
    26. 26. 2. Feed Your Biggest Fans Flickr: brendio You rock! Let us help you!
    27. 27. Give SWAG to Spread the Word <ul><li>Teach Your Messages </li></ul><ul><li>Wearables </li></ul><ul><li>Stuff to Pass On </li></ul>Flickr: omar chatriwala
    28. 28. Let People Raise $ and Friends for You
    29. 29. You Are Already Online Whether You Know It or Not!
    30. 30. Nonprofits Are Also Here
    31. 31. 3. Build Your Lists and Use Them! <ul><li>Media Contacts </li></ul><ul><li>Friendly Businesses </li></ul><ul><li>Evangelists </li></ul><ul><li>Print Mailing List of Supporters </li></ul><ul><li>Email List of Supporters </li></ul><ul><li>RSS Subscribers </li></ul>Flickr: fuzzyjay
    32. 32. What a Real Marketing Genius Says You Should Do . . . <ul><li>Kivi Leroux Miller: What are some of your favorite offline tactics for small nonprofits that are marketing in a fairly small area geographically (like a single county)? Seth Godin : Answer your phone. Visit with people. Talk to them. Write hand-written letters. Do retail marketing with wholesale people like foundations. Personalize everything, don't depersonalize anything. </li></ul>
    33. 33. What Do You Get Out of It? Flickr: shira golding
    34. 34. Do Not Fear Failure. Instead . . . <ul><li>Measure, Learn and Adjust </li></ul>Flickr: hoyasmeg
    35. 35. Want More? Try the Webinars <ul><li>Easy and Effective Ways to Build Your Email List (June 4) </li></ul><ul><li>Writing a Quick & Dirty Marketing Strategy (June 11) </li></ul><ul><li>Creating a Compelling Message (June 19) </li></ul><ul><li>Must-Have Features for Nonprofit Websites (June 25) </li></ul>
    36. 36. You’ll find a copy of this presentation and additional resources at NonprofitMarketingGuide.com/davidson

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