Lori Jacobwith Clear Bold Communication for Nonprofit Leaders Nonprofit Day Erie PA oct2012
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Lori Jacobwith Clear Bold Communication for Nonprofit Leaders Nonprofit Day Erie PA oct2012

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Slides from October 10, 2012 session for Nonprofit Day 2012, Erie. PA. This is a highly interactive session and slide content is mainly for in-person participation.

Slides from October 10, 2012 session for Nonprofit Day 2012, Erie. PA. This is a highly interactive session and slide content is mainly for in-person participation.

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  • 1. Clear, Bold Communication For Nonprofit Leaders
  • 2. Who is here?
  • 3. Lori L. Jacobwith • 25+ years as a communication strategist & fundraising coach • Measurable: Since 2001 I’ve helped organizations raise nearly $200 million from individual LJacobwith donors. And counting. LJacobwith • Founder of the Ignited Online Fundraising Community - 2009
  • 4. What does Lori do? Speaking, Training, Webinars Being a part of this community reminds me to put into action all the things I’ve learned & don’t always use. It’s an incredible LJacobwith resource! ~ Debbie LJacobwith Coaching for fundraising professionals
  • 5. What we will cover today
  • 6. Biggest Communication Challenges?
  • 7. Thousands of messages barrageus every single day. 7
  • 8. How can you stand out? 8
  • 9. What do you want supporters to do?
  • 10. Great Gaping DisconnectWhat people want when theysupport a cause:To make a differenceTo feel personally connected tosomething greater than themselvesTo feel usefulTo get the warm glow of giving ~ Katya Andresen, Network for Good
  • 11. Great Gaping DisconnectWhat people get when theysupport a cause:A tax receiptStatistics, facts & figuresA newsletter…sometimesAn appeal to give (more) moneyThere needs to be more of what people want intheir experience with us.
  • 12. The Secret to Fundraising: Clear, Bold Communication
  • 13. Support moves toward boldness andclarity of communication 13
  • 14. The Secret to Fundraising: Clear, Bold Communication • Telling Your Story - Intro • Asking – Take Action • Maximize Relationships – Stay Relevant • Managing Data
  • 15. Clear, Bold Communication 46% of supporters stop giving for reasons connected to “a failure to communicate.” ~ Penelope Burk & Cygnus Applied Research
  • 16. Communication Tool #1 16
  • 17. Clear, Bold CommunicationDo this in pairs:• Introduce yourself & the work of your organization.• You may use up to 3 sentences.
  • 18. Words Create Experiences
  • 19. 2 x 4 Rule
  • 20. Clear, Bold Communication 20
  • 21. Clear, Bold CommunicationClear Adjective1. free from doubt or confusion2. certain in the mind; sure3. easy to see or hear; distinct4. evident or obviousCollins Essential English Dictionary2nd Edition 2006 © HarperCollins Publishers 2004, 2006
  • 22. Clear, Bold Communication Bold Adjective 1. courageous, confident, and fearless 2. immodest 3. standing out distinctly; conspicuous Collins Essential English Dictionary 2nd Edition 2006 © HarperCollins Publishers 2004, 2006
  • 23. Communication Utilitarian…
  • 24. Communication … or inspiring?
  • 25. Clear, Bold Communication Use this clear value statement & introduce again: [different partner] “We are (who?). We specialize in working with (whom?) We help them (to do what?)."
  • 26. Communication Tool #2 26
  • 27. Storytelling: Primary way of learning 27
  • 28. Mission Moments http://bit.ly/RTwVVE
  • 29. Storytelling Andy Goodman Andy is best known for his speeches and workshops on storytelling, presenting, design and strategic communications. http://video.google.com/videoplay?docid=-289257716014946841#
  • 30. Lori’s Storytelling Criteria • Tell a story about an actual person using name/age/descriptors so your listener can visualize. • Use words that emotionally connect the listener to your work and the person you’re speaking Boring2Brilliant.com about. No jargon. • Shares specific examples of YOUR work and how it makes a difference in the life of a real person. • The story must be short – 2 minutes or less.
  • 31. StorytellingKnowledge alone does not cause people to take action.
  • 32. Four parts of a great story• A relatable protagonist• Lots of conflict• A loathsome villain Mark Rovner, Founder & CEO• Telling details Sea Change Strategieshttp://www.nonprofitmarketingblog.com/comments/the_4_parts_of_a_great_story/
  • 33. Storytelling In teams of two: • Tell your story. • Receive coaching & feedback. • Switch and 2nd person tell story.
  • 34. Communication Tool #3 34
  • 35. Six Word Stories
  • 36. Storytelling: Less is More Lori’s: Tells powerful stories to raise millions. Worry is not a fundraising strategy. Community service org helping vets: War damaged Jim. We restored him. Inspired by Hemmingway: Baby shoes. Never worn. For sale. Yours?
  • 37. Clear, Bold Communication“A story is a way tosay something thatcan’t be said anyother way.” ~ Flannery O’Connor
  • 38. Fundraising is deep, profound, relatedness. ~ Lynne Twist, The Soul of Money
  • 39. ResourcesHow to Create Fresh Stories for your Nonprofithttp://bit.ly/Nw0ET0Why Storytelling is Essential for Business Leadershttp://bit.ly/QKp7ylThe Rise of the Corporate Transmedia Storytellerhttp://onforb.es/OmNhiL3 Lessons in storytelling from Ken Burnshttp://bit.ly/QnwYHuTransitioning from the Written to the Spoken Storyhttp://bit.ly/Qv9QqSDigital Storytelling From Soup to Nutshttp://bit.ly/Opp8M0
  • 40. Resources Purchase today: $7.99 OR Available at: Amazonwww.LoriJacobwith.com Purchase today: $5 OR Download on LJacobwith Free Resources page: LoriJacobwith.com LJacobwith
  • 41. Coaching from Lori Even with 30 years of experience I always learn something new. Lori’s energy is contagious! I SEE what’s possible!
  • 42. Clear, Bold Communication For Nonprofit Leaders LJacobwith LJacobwith Thank you!