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Branding, Messaging & Telling Nonprofit Stories

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Presentation for 501 Commons 'Learn to Serve' series. August 21, 2012.

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Branding, Messaging & Telling Nonprofit Stories

  1. 1. BRANDING, MESSAGING& TELLING NONPROFITSTORIES501 COMMONS| LEARN TO SERVEAUGUST 21, 2012
  2. 2. Give again through GiveBIG!GiveBIG Today! GiveBIG. Here. Now!Today is the day to GiveBIG This just in: Double your GiveBIG gift!Today’s the day to GiveBIG Give a little…give a lot…just GiveBIG!GiveBIG to end homelessness May 2 is the new December 31stGiveBIG to Organization Z Todays GiveBIG just got BIGGER, SWEETER, GOLDER, & MoreSave the Date to GiveBIG on May 2! DELICIOUSGiveBIG to X on May 2! What do sea monkeys, dollars, and kids have in common?Only a few more days til GiveBig May2
  3. 3. What is brand?
  4. 4. Non profit
  5. 5. Non progress
  6. 6. For progress
  7. 7. ”Perfection is reached not whenthere is nothing left to add, butwhen there is nothing left to takeaway.” Antoine de Saint-Exupery
  8. 8. WHYWHATWHOHOW
  9. 9. WHY
  10. 10. Why do we exist?What would be different in ourcommunity if we didn’t exist? We believe…
  11. 11. We believe hunger is unacceptable. We believe technology can play a pivotal role in creating the greater good.We believe every child deserves to be a great reader.
  12. 12. WHAT does success look like?WHO do we need to reach to besuccessful?HOW can we most effectivelyreach them?
  13. 13. WHAT
  14. 14. Why do you exist?What do you do? Why you? Why now?
  15. 15. Hunger—FamiliesTechnology—Nonprofits Children—Reading
  16. 16. WHO
  17. 17. Tell me a story…
  18. 18. HOW: Messaging
  19. 19. MessagingSweet Spot
  20. 20. 4-3-1
  21. 21. Why should I engage? What do you do? Why you? Why now?
  22. 22. Hunger—Families—Fresh FoodTechnology—Nonprofits—SavvyChildren—Reading—Kid-to-Kid
  23. 23. Technology—Nonprofits—Savvy NPower NW is where savvynonprofits turn for technology.
  24. 24. Hunger—Families—Fresh FoodBellingham Food Bank is Whatcom county’s largest emergency foodprovider. Hungry families find fresh food and nutritious groceries.
  25. 25. Children—Reading—Kid-to-KidTeam Read trains teens how to take elementary school readers from struggling to successful.
  26. 26. BenefitsBenefitsBenefitsBenefitsBenefitsBenefitsBenefitsBenefitsBenefits
  27. 27. Feature BenefitHousing DignityMuseum exhibit Passport to the worldEducation A brighter futureEnvironment Wide, open spaces for future generations
  28. 28. SAID vs READ
  29. 29. HOW: Mechanisms
  30. 30. WHYWHATWHOHOW
  31. 31. Erica Mills | Claxonwww.claxonmarketing.comerica@claxonmarketing.comTwitter: @ericamills206.351.8504THANK YOU!

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