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Applying Hot Trends in Nonprofit Marketing to Planned Giving Newsletters
 

Applying Hot Trends in Nonprofit Marketing to Planned Giving Newsletters

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Presentation given at the 2008 Planned Giving Days conference of the National Capital Gift Planning Council

Presentation given at the 2008 Planned Giving Days conference of the National Capital Gift Planning Council

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Applying Hot Trends in Nonprofit Marketing to Planned Giving Newsletters Applying Hot Trends in Nonprofit Marketing to Planned Giving Newsletters Presentation Transcript

  • Applying the Hot Trends in Nonprofit Marketing to Your Planned Giving Newsletters Presented by Kivi Leroux Miller 16 th Annual Planned Giving Days
  • About Me
  • Enough Me, How About You?
    • Everyone
    • Stand
    • Up!
    Flickr: Zen
  • Planned Giving Newsletters Are Often Too . . .
  • Planned Giving Newsletters Are Often Too . . .
    • Technical
    • Boring
    • Morbid
  • Planned Giving Newsletters Should Be . . .
  • Planned Giving Newsletters Should Be . . .
    • Inspiring
    • Motivating
    • Life-Affirming
  • So What Can You Do About It?
  • Take Advantage of Three Trends
  • Trend #1
    • I Am Donor, Hear Me Roar!
  • Philanthropy is Personal Let me out of here!
  • What This Means
    • It’s all about them, not you!
  • What This Means
    • Stock articles won’t cut it.
    Flickr: Krypto
  • What This Means
  • Trend #2
    • Facts We Forget, Stories We Remember
  • Stories Work Because . . . They are sticky. Flickr: roboppy
  • People Hear AND See Good Stories
    • “ Stories provide simulation (knowledge about how to act) and inspiration (motivation to act).”
    • – Chip Heath and Dan Heath in Made to Stick
  • What This Means
    • You need to become a half-way decent storyteller.
    Flickr: Zoomar
  • Stories rush by you everyday. Take the time to capture them.
  • Three Classic Stories
    • The Challenge Plot
    • The Creativity Plot
    • The Connection Plot
    Mixing and matching is fine!
  • 1. The Challenge Plot
    • Classic underdog, rags to riches, against all odds, bootstrap stories
    • Inspires action, confidence; appeals to our courage and strength
    Flickr: barriebarrie
  • 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 Planned Giving Newsletter Stories?
  • Writing the Challenge Plot
    • Characters at a particular time and place
    • Their goals or desires
    • Barriers that they must overcome
    • How they get beyond those barriers
    • Payoffs or triumphs
    Here’s What You Need
  • 2. The Creativity Plot
    • Aha! moments, breakthroughs, “what if” stories that work out
    • Inspires us to take a chance, experiment, support a new approach
    Flickr: Thomas Hawk
  • Writing the Creativity Plot
    • A well-understood problem
    • A standard response that just doesn’t work
    • A new approach (test runs or theories OK)
    • Vision of a new reality
    Here’s What You Need:
  • 3. The Connection Plot
    • Bridging the gap, we are one, there but for the grace of God go I, big meaning in a small event stories
    • Inspires compassion, understanding, love, cooperation
    Flickr: pondspider
  • Writing the Connection Plot
    • A small, specific situation or event
    • A connection to a greater, universal human experience
    • A surprise, discovery, or epiphany
    • Connections within the story and with the reader’s heart/soul
    Here’s What You Need:
  • Trend #3
    • Feeding the Snack-Size Culture
  • Make it quick, will you? Short attention spans, ADHD, information overload, blah, blah, blah, blah, Flickr: Sarah Mae
  • What This Means
    • Cut your text way back.
  • What This Means
    • Make everything scannable.
  • What This Means
    • Give people options.
  • BEFORE
    • Technical
    • Boring
    • Morbid
    • Inspiring
    • Motivating
    • Life Affirming
    AFTER Make It All About Them Tell Great Stories Keep It Snack Size
  • You’ll find a copy of this presentation and additional resources at NonprofitMarketingGuide.com/pgdays