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

Everyone

Stand

Up!

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

What You Say

and How You Say It

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

What You Do – Quickly and Clearly

Your Three Most Important Things

Your Best Stories

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.

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

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.

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

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.

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

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

What do you want to be known for?

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

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

“ 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.

Introduces the character, his situation, and his goal.

Act II: Character faces obstacles. Tension mounts.

Character faces obstacles. Tension mounts.

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

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!

It’s all about them, not you!

So You Have Your Messages Now what? Flickr: mandj98

Now what?

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

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

Get Out There & Give Good Face Time

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

Teach Your Messages

Wearables

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

Media Contacts

Friendly Businesses

Evangelists

Print Mailing List of Supporters

Email List of Supporters

RSS Subscribers

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.

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

Measure, Learn and Adjust

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)

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