Wrong confirmation ID

Email
Favorite
Favorited ×
Download
Embed
Private Content
Copy and paste this code into your blog or website Copy Customize… Close
We have emailed the verification/download link to "".
Login to your email and click the link to download the file directly.

To request the link at a different email address, update it here. Close
Validation messages. Success message. Fail message.

Check your bulk/spam folders if you can't find our mail.

+ Follow

The Rule of Threes: Marketing for nonprofits

by Marc Pitman on Aug 19, 2011

478 views

More…

Less

3 Embeds 114

http://www.new.memberclicks.com	53
http://www.memberclicks.com	46
http://memberclicks.com	15

Statistics

Favorites: 1
Downloads: 1
Comments: 0
Embed Views: 114
Views on SlideShare: 364
Total Views: 478

More charities; stable population 801 new 501(c)3's each WEEK for the last 12 years!!
We still want gifts!
Donors are increasingly distracted
Donors much more targeted in their giving; with GLOBAL reach
Picture of someone intently listening
Millenia of campfires and pubs have gotten us acclimated to story. KEEPERS OF THE LORE: externally AND internally!!!!
Why note like this? “Storytelling is in our DNA” Humans are “storytelling primates” Jane Goodall
In many of our countries, we used to have only one or two, maybe three TV stations.
Now there are hundreds of channels, not even including Netflix, DVRs, & Hulu.
So how do you breakthrough?
Andy Goodman, “ I am Jennifer.”
Q&A with attendees Hero? Conflict? Obstacle?
Q&A with attendees Hero? Conflict? Obstacle?
Q&A with attendees Hero? Conflict? Obstacle?
Q&A with attendees Hero? Conflict? Obstacle?
Andy Goodman’s Three Act
Andy Goodman’s Three Act
Andy Goodman’s Three Act
Doug Stevenson calls it “The Phrase that Pays” I am Jennifer Or “Sharpen your pencil” “Will you help us sharpen the pencil for others?” Script it!
Loosely inspired from Robert Reich’s “Tales for a New America” (1988) Your “Genesis” Story: how did it all start? Your “Balaam” Stories: celebrating glorious failures helps you create a risk taking culture Your “Job” Stories: what heroic suffering have your people endured (staff, clients, donors, whatever)‏ Your “Nehemiah” Stories: your emblematic success stories; how does success look to you? Your “Revelation” Stories: what does your glorious future look like?
Your “Genesis” Story: how did it all start? Your “Balaam” Stories: celebrating glorious failures helps you create a risk taking culture Your “Job” Stories: what heroic suffering have your people endured (staff, clients, donors, whatever)‏ Your “Nehemiah” Stories: your emblematic success stories; how does success look to you? Your “Revelation” Stories: what does your glorious future look like?
Your “Genesis” Story: how did it all start? Your “Balaam” Stories: celebrating glorious failures helps you create a risk taking culture Your “Job” Stories: what heroic suffering have your people endured (staff, clients, donors, whatever)‏ Your “Nehemiah” Stories: your emblematic success stories; how does success look to you? Your “Revelation” Stories: what does your glorious future look like?
Your “Genesis” Story: how did it all start? Your “Balaam” Stories: celebrating glorious failures helps you create a risk taking culture Your “Job” Stories: what heroic suffering have your people endured (staff, clients, donors, whatever)‏ Your “Nehemiah” Stories: your emblematic success stories; how does success look to you? Your “Revelation” Stories: what does your glorious future look like?
Your “Genesis” Story: how did it all start? Your “Balaam” Stories: celebrating glorious failures helps you create a risk taking culture Your “Job” Stories: what heroic suffering have your people endured (staff, clients, donors, whatever)‏ Your “Nehemiah” Stories: your emblematic success stories; how does success look to you? Your “Revelation” Stories: what does your glorious future look like?
Your “Genesis” Story: how did it all start? Your “Balaam” Stories: celebrating glorious failures helps you create a risk taking culture Your “Job” Stories: what heroic suffering have your people endured (staff, clients, donors, whatever)‏ Your “Nehemiah” Stories: your emblematic success stories; how does success look to you? Your “Revelation” Stories: what does your glorious future look like?
“ The more in control we are, the more out of touch we become with customers…” Association of National Advertisers' 2006 Annual Conference http://adage.com/ana06/article?article_id=112404
People ARE already talking about our organizations! What are they saying? Go where the conversations are! Check out social media. -Create videos with a Flip -upload photos with Flickr (Or Microsoft Photosynth) **Not a fundraising substitute.** Fans, donor evangelists, will use it to fundraise. So orgs should be familiar these tools. Start a blog. Play with Twitter. Seek out colleagues. Seek out people interested in your cause. Most importantly: LISTEN. Use these tools to LISTEN.
Elevator Pitch: SBS mission * 10 sec / 30 sec * Good exercise **Can sound REALLY canned
Effective way to group your stories, to speak w/o sounding canned Honesty & Authenticity Helps your donors market your school in ways you’re proud of
Effective way to group your stories, to speak w/o sounding canned Honesty & Authenticity Helps your donors market your school in ways you’re proud of
Effective way to group your stories, to speak w/o sounding canned Honesty & Authenticity Helps your donors market your school in ways you’re proud of
Effective way to group your stories, to speak w/o sounding canned Honesty & Authenticity Helps your donors market your school in ways you’re proud of
Effective way to group your stories, to speak w/o sounding canned Honesty & Authenticity Helps your donors market your school in ways you’re proud of
Do you see how this can simplify publications without killing creativity
Client Stories I helped: picking hoof is communication channel; AYC, starting staff meetings with fresh new stories
Online Computer Library Center http://www.oclc.org/reports/pdfs/214109usf_how_libraries_stack_up.pdf
What would happen if all these networks carried YOUR STORY with your themes?

1 Favorite

Patrick Jordens at JCI Tags nonprofit marketing fundraising storytelling 4 days ago

The Rule of Threes: Marketing for nonprofits — Presentation Transcript

The Rule of Three’s Keeping nonprofit marketing on story and fresh! Marc A. Pitman, FundraisingCoach.com TVI Conference 2011 Twitter: @marcapitman
More New 501(c)3’s Each Year Statistics from National Center for Charitable Statistics http://nccsdataweb.urban.org/
Goals
- To overwhelm you with useful information
- To give you 2 very practical exercises to get you started on your stories
- Campfire picture with people talking
- Huge DNA picture strand
This isn’t your father’s media
- It used to be that 3 ads reached 85% of viewers.
- Not anymore!
LOTS of distraction & fragmentation
- Now there are literally HUNDREDS of TV options! Alone!
You need to breakthrough!
- So how do you break through?
- STORIES!
- A trip to the grocery store
- Set structure of storytelling 2300 years ago
- Set structure of storytelling 2300 years ago
- Set structure of storytelling 2300 years ago
- Set structure of storytelling 2300 years ago
Storytelling for Dummies
- Act 1: Get hero up a tree
Storytelling for Dummies
- Act 1: Get hero up a tree
- Act 2: Throw rocks at him
Storytelling for Dummies
- Act 1: Get hero up a tree
- Act 2: Throw rocks at him
- Act 3: Get him down
Be sure to use a “phrase that pays” (Doug Stevenson
- The phrase that pays
Your Stories = Your Culture
Your Stories = Your Culture
- Founding Story
Your Stories = Your Culture
- Founding Story
- Mess Up Stories
Your Stories = Your Culture
- Founding Story
- Mess Up Stories
- Suffer Stories
Your Stories = Your Culture
- Founding Story
- Mess Up Stories
- Suffer Stories
- Phoenix Stories
Your Stories = Your Culture
- Founding Story
- Mess Up Stories
- Suffer Stories
- Phoenix Stories
- Glorious End Stories
In control = Out of touch
- “ The more in control we are, the more out of touch we become…”
- — A.G. Lafley, CEO P&G
How do you give people a script?
Picture of Elevator
- Or people in an elevator
Organizing Stories
- with The Rule of 3’s
Organizing Stories
- with The Rule of 3’s
- 0. Define Your Jennifer
Organizing Stories
- with The Rule of 3’s
- 0. Define Your Jennifer
- 1. 3 Attributes
Organizing Stories
- with The Rule of 3’s
- 0. Define Your Jennifer
- 1. 3 Attributes
- 2. 3 Channels
Organizing Stories
- with The Rule of 3’s
- 0. Define Your Jennifer
- 1. 3 Attributes
- 2. 3 Channels
- 3. 3 Times a Month for 3 Months
Repeat. Repeat. Repeat.
Horse vet picture
Libraries have a great story to tellHow
- OCLC’s “How Libraries Stack Up” 2010
Here’s a way to tell the story
- This is a video of a girl telling how excited she was to get her first library card!
- Wrap up
Storytelling Resources
- Andy Goodman www.agoodmanonline.com
- Cliff Atkinson www.SociableMedia.com
- Doug Stevenson www.DougStevenson.com
- 501 Videos www.MovieMondays2.com
- Marc A. Pitman www.FundraisingCoach.com [email_address]
Give me your card to get a free copy of these slides & my bi-weekly ezine.

The Rule of Threes: Marketing for nonprofits

by Marc Pitman on Aug 19, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 114

Statistics

The Rule of Threes: Marketing for nonprofits — Presentation Transcript