Message & Media: Marketing for Small Community Based Nonprofits

Message & Media: Marketing Your Small Community-Based Nonprofit Presented by Kivi Leroux Miller for the United Way Agencies of Davidson County, North Carolina

This is Me

… and So is This

Enough Me, How About You?
Everyone
Stand
Up!
Flickr: Zen

Running a Nonprofit is Hard So is Finding Funding and Supporters

So What Can You Do About It?

Focus on . . . .
What You Say
and How You Say It
Flickr: Eszter

Your Message: What You Say
What You Do – Quickly and Clearly
Your Three Most Important Things
Your Best Stories
Flickr: Zoomar

Match Game – Who Said This?
We feed those that are homebound and alone.
We provide quality day time care for older and impaired adults.
Help people prevent, prepare for, and respond to emergencies.

Match Game – Who Said This?
We feed those that are homebound and alone. Meals on Wheels - Thomasville
We provide quality day time care for older and impaired adults. The Life Center
Help people prevent, prepare for, and respond to emergencies. American Red Cross - Thomasville

Who Are These Groups?
We serve by enriching the community and its residents.
We facilitate the connection between community resources and students.
We assist impoverished families with needed direct and indirect services.

Who Are These Groups?
We serve by enriching the community and its residents.
We facilitate the connection between community resources and students.
We assist impoverished families with needed direct and indirect services.
MISSION STATEMENT LANGUAGE NORMAL PEOPLE DON’T UNDERSTAND

1. What Does Your Nonprofit Do?
Your answer MUST be
Very Short
Very Clear (no jargon at all)
Quite Distinctive

2. Three Most Important Things
What do you want to be known for?
Flickr: downing.amanda

2. Three Most Important Things
What sets you apart from everyone else here?

3. Your Best Stories
“ Stories provide simulation (knowledge about how to act) and inspiration (motivation to act).”
– Chip Heath and Dan Heath in Made to Stick

Act I:
Introduces the character, his situation, and his goal.

Act II:
Character faces obstacles. Tension mounts.

Act III:
Action peaks. Character triumphs, gets payoff.

So Who Is This Guy in Your Nonprofit’s Best Stories?

Your Message is Right if . . .
It’s all about them, not you!

So You Have Your Messages
Now what?
Flickr: mandj98

Your Media: How You Say It
Get Personal
Feed Your Biggest Fans
Build Your Lists and Use Them Regularly

1. Giving is Always Personal . . . Let me out of here!

. . . So Get Personal When Asking!
Get Out There & Give Good Face Time
T-shirt from zazzle.com

2. Feed Your Biggest Fans Flickr: brendio You rock! Let us help you!

Give SWAG to Spread the Word
Teach Your Messages
Wearables
Stuff to Pass On
Flickr: omar chatriwala

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!
Media Contacts
Friendly Businesses
Evangelists
Print Mailing List of Supporters
Email List of Supporters
RSS Subscribers
Flickr: fuzzyjay

What a Real Marketing Genius Says You Should Do . . .
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.

What Do You Get Out of It? Flickr: shira golding

Do Not Fear Failure. Instead . . .
Measure, Learn and Adjust
Flickr: hoyasmeg

Want More? Try the Webinars
Easy and Effective Ways to Build Your Email List (June 4)
Writing a Quick & Dirty Marketing Strategy (June 11)
Creating a Compelling Message (June 19)
Must-Have Features for Nonprofit Websites (June 25)

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

by Kivi Leroux Miller

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Message & Media: Marketing for Small Community Based Nonprofits Presentation Transcript