The Rule of Threes: Marketing for nonprofits

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  • 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?
  • The Rule of Threes: Marketing for nonprofits

    1. 1. The Rule of Three’s Keeping nonprofit marketing on story and fresh! Marc A. Pitman, FundraisingCoach.com TVI Conference 2011 Twitter: @marcapitman
    2. 2. More New 501(c)3’s Each Year Statistics from National Center for Charitable Statistics http://nccsdataweb.urban.org/
    3. 7. Goals <ul><li>To overwhelm you with useful information </li></ul><ul><li>To give you 2 very practical exercises to get you started on your stories </li></ul>
    4. 8. <ul><li>Campfire picture with people talking </li></ul>
    5. 9. <ul><li>Huge DNA picture strand </li></ul>
    6. 10. This isn’t your father’s media <ul><li>It used to be that 3 ads reached 85% of viewers. </li></ul><ul><li>Not anymore! </li></ul>
    7. 11. LOTS of distraction & fragmentation <ul><li>Now there are literally HUNDREDS of TV options! Alone! </li></ul>
    8. 12. You need to breakthrough! <ul><li>So how do you break through? </li></ul><ul><li>STORIES! </li></ul>
    9. 13. <ul><li>A trip to the grocery store </li></ul>
    10. 14. <ul><li>Set structure of storytelling 2300 years ago </li></ul><ul><ul><li>Beginning, Middle, End </li></ul></ul>
    11. 15. <ul><li>Set structure of storytelling 2300 years ago </li></ul><ul><ul><li>Beginning, Middle, End </li></ul></ul><ul><ul><li>Has a hero </li></ul></ul>
    12. 16. <ul><li>Set structure of storytelling 2300 years ago </li></ul><ul><ul><li>Beginning, Middle, End </li></ul></ul><ul><ul><li>Has a hero </li></ul></ul><ul><ul><li>Needs CONFLICT (hero+obstacle=conflict) ‏ </li></ul></ul>
    13. 17. <ul><li>Set structure of storytelling 2300 years ago </li></ul><ul><ul><li>Beginning, Middle, End </li></ul></ul><ul><ul><li>Has a hero </li></ul></ul><ul><ul><li>Needs CONFLICT (hero+obstacle=conflict) ‏ </li></ul></ul><ul><ul><li>The storyteller works to help the listener be immersed in the story </li></ul></ul>
    14. 18. Storytelling for Dummies <ul><li>Act 1: Get hero up a tree </li></ul>
    15. 19. Storytelling for Dummies <ul><li>Act 1: Get hero up a tree </li></ul><ul><li>Act 2: Throw rocks at him </li></ul>
    16. 20. Storytelling for Dummies <ul><li>Act 1: Get hero up a tree </li></ul><ul><li>Act 2: Throw rocks at him </li></ul><ul><li>Act 3: Get him down </li></ul>
    17. 21. Be sure to use a “phrase that pays” (Doug Stevenson <ul><li>The phrase that pays </li></ul>
    18. 22. Your Stories = Your Culture
    19. 23. Your Stories = Your Culture <ul><li>Founding Story </li></ul>
    20. 24. Your Stories = Your Culture <ul><li>Founding Story </li></ul><ul><li>Mess Up Stories </li></ul>
    21. 25. Your Stories = Your Culture <ul><li>Founding Story </li></ul><ul><li>Mess Up Stories </li></ul><ul><li>Suffer Stories </li></ul>
    22. 26. Your Stories = Your Culture <ul><li>Founding Story </li></ul><ul><li>Mess Up Stories </li></ul><ul><li>Suffer Stories </li></ul><ul><li>Phoenix Stories </li></ul>
    23. 27. Your Stories = Your Culture <ul><li>Founding Story </li></ul><ul><li>Mess Up Stories </li></ul><ul><li>Suffer Stories </li></ul><ul><li>Phoenix Stories </li></ul><ul><li>Glorious End Stories </li></ul>
    24. 29. In control = Out of touch <ul><li>“ The more in control we are, the more out of touch we become…” </li></ul><ul><li>— A.G. Lafley, CEO P&G </li></ul>
    25. 31. How do you give people a script?
    26. 32. Picture of Elevator <ul><li>Or people in an elevator </li></ul>
    27. 33. Organizing Stories <ul><li>with The Rule of 3’s </li></ul>
    28. 34. Organizing Stories <ul><li>with The Rule of 3’s </li></ul><ul><li>0. Define Your Jennifer </li></ul>
    29. 35. Organizing Stories <ul><li>with The Rule of 3’s </li></ul><ul><li>0. Define Your Jennifer </li></ul><ul><li>1. 3 Attributes </li></ul>
    30. 36. Organizing Stories <ul><li>with The Rule of 3’s </li></ul><ul><li>0. Define Your Jennifer </li></ul><ul><li>1. 3 Attributes </li></ul><ul><li>2. 3 Channels </li></ul>
    31. 37. Organizing Stories <ul><li>with The Rule of 3’s </li></ul><ul><li>0. Define Your Jennifer </li></ul><ul><li>1. 3 Attributes </li></ul><ul><li>2. 3 Channels </li></ul><ul><li>3. 3 Times a Month for 3 Months </li></ul>
    32. 38. Repeat. Repeat. Repeat.
    33. 39. Horse vet picture
    34. 40. Libraries have a great story to tellHow <ul><li>OCLC’s “How Libraries Stack Up” 2010 </li></ul>
    35. 41. Here’s a way to tell the story <ul><li>This is a video of a girl telling how excited she was to get her first library card! </li></ul>
    36. 43. <ul><li>Wrap up </li></ul><ul><ul><li>Problem:Tons of new nonprofits; outpacing population </li></ul></ul><ul><ul><li>Solution: Uncovering and communicating your uniqueness in ways that “hand a script” to those around you </li></ul></ul><ul><ul><li>Climax: The ah-ha of someone saying your script back to you! </li></ul></ul>
    37. 44. Storytelling Resources <ul><li>Andy Goodman www.agoodmanonline.com </li></ul><ul><li>Cliff Atkinson www.SociableMedia.com </li></ul><ul><li>Doug Stevenson www.DougStevenson.com </li></ul><ul><li>501 Videos www.MovieMondays2.com </li></ul><ul><li>Marc A. Pitman www.FundraisingCoach.com [email_address] </li></ul><ul><ul><ul><li>@marcapitman </li></ul></ul></ul>Give me your card to get a free copy of these slides & my bi-weekly ezine.

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