Deliverables deck created for pro bono cause consulting client, Food & Friends through Georgetown University Public Relations & Corporate Communications program.

1. Deliverables
Patrick Malone, Stephanie Sanata, Quierra Wells

2. Audience
Personas

3. Monthly Donors
Lauren is a current donor to several local
and national organizations including Food &
Friends. She is college educated and
currently lives in the DC metro area. She
works at a private company in DC.
Pain points:
● Time constraints prevent her from being more involved.
● Uncomfortable with donating to vendors on the street.
● Sometimes it is not clear where funds are being allocated.
● Is skeptical about some organizations who use click bait.
● Doesn't want to feel guilted into donating.
Needs:
Lauren hopes that the local nonprofits she currently donates
to will continue operating within her city. She prefers donating
over volunteering because it's a quick and easy way to help
those functions in the background.
Key Motivators:
Makes small monthly donations that won't hurt her bank account.
Recently finished paying off school loans and wants to use extra funds
for good. Awareness of global issues increases her likelihood of
donating to specific causes. Donates to both local and national causes.
Beliefs and Attitudes:
For Lauren, donating is the most rational contribution she can make because it's easy and doesn't require a time commitment. She is
inspired by mission-driven causes like Food & Friend which help low-income populations and people who really need the help. Her
monthly donations make her feel selfless for a change. Although she doesn’t contribute a large amount, she believes that every little bit
helps. While she thinks her donation isn’t a mere drop in the bucket, she doesn't expect a grand gesture from any of the organizations she
contributes to. Donating relieves the guilt of working at a privately-owned company with sometimes counterproductive business activities.
By en large, she selects organizations that she has a connection with.

4. Stan is a University of Maryland graduate,
currently living and working in the DC metro area.
He is an avid supporter of Food & Friends and
wants to help the community survive and thrive.
Stan has experience working with nonprofit
organizations.
Pain points:
● He doesn't like feeling like his contribution is not important.
● Foggy/unclear directions while volunteering.
● Needs to balance work, family time, and volunteering.
● Needs to understand the topic or issue he is supporting.
Needs:
He expects organizations to be forthcoming with updates about how
they’re doing and transparent about how funds are spent. He likes to
see success stories. Seeks a unique volunteer experience, and
activities that foster a personal connection with the organization.
Key Motivators:
Is especially excited about nonprofits that help children,
have an educational component, or provide aid to
veterans.
Beliefs and Attitudes:
Stan supports causes because he likes feeling as if he is helping to advance important initiatives.It is important that he feels like his
contributions are helping the organization in some way. For Stan, well-known advocacy groups are just as important as local
non-profits, therefore he sees the value in contributing small donations to both groups. He loves forging a personal connection with
community members, and volunteering allows him to feel like he is part of a community “tribe.” Since he has experience working at
nonprofits, hands-on volunteer work helps him understand how he can improve processes for his employer.
Stan is a super supporter, this isn't his first rodeo. Since he has worked in the nonprofit space he now looks at the business model as
well as the impact of the organization.
Young Professionals

5. Dr. Johnson is a registered dietician servicing
patients in Southeast Washington DC. She has
worked in her current position for more than 10
years. She is very aware of the financial
constraints of her patients and frequently refers
her clients to Food & Friends.
Pain points:
● Sharing the requirements of low-income programs with
patients, because some patients don't like to share their
income statements.
● Some patients cannot produce required documentation, such
as a government-issued ID.
● Submitting large amounts of referrals is time-consuming. A
template would save time.
● Sometimes she receives patients who live outside the local
area and doesn't know if aid applies to them.
Needs:
Her patients prefer to hear about local community-based services.
She would like to hear more specific details about the service her
patients will be receiving when they sign up for Food and Friends, so
she can communicate the experience to them better. She also thinks
live info sessions at the clinic would be helpful. She really wants to
provide aid to Food and Friends, and wants to find things she can do
to send funding their way.
Key Motivators:
Her patients are very low-income and sometimes have to choose
between food or treatment. Patients receiving treatment for cancer
are her primary referrals.
Beliefs and Attitudes:
Believes that good health and nutrition truly benefit her cancer patients. She knows that cancer treatment is rough on patients, and when
they come in with poor nutrition it often makes matters worse. Free nutritional services are the best lifeline she can offer her low-income
patients, the service is truly invaluable. Without this aid, they’d either lose the battle with cancer or would have to choose between a healthy
meal or medicine. Good health in combination with active cancer treatments sets her patients up for better outcomes. She’s immensely
thankful to be able to offer her patients, whose lives are at stake, these services at no cost. She frequently refers patients to these services
because she knows how important nutrition is for successful cancer treatment.
Referral Network

6. Elastic Messaging
Framework

7. Elastic Messaging Framework
Elastic Main Message: Answers the who, what, and why about Food &
Friends. Articulates the organization broadly and is used for all audiences.
Message Themes:
● Unify the main message
● Answer “how” Food & Friends brings to life its main message
● Universal truths across Food & Friends and across audiences

8. Describe the Work Food & Friends Does
“Helping neighbors who can’t help themselves.”
“Delivers meals to improve the lives of people facing serious illness and builds a sense of community by providing a way for
people to help their neighbors in need.”
“Provides consistent, nutrition-appropriate meals to those who suffer from cancer, HIV/AIDS, and other chronic diseases.”
“Food & Friends provides compassion and nourishment so that individuals and families living with a serious or life-limiting
illness can focus on getting the care they need.”
“Food & Friends makes it possible for people with serious illness to have fresh food to help in their healing process.”
“Provides medically tailored nutrition to people undergoing serious health challenges.”
“Gives hope and comfort to individuals that are dealing with a difficult period in their lives.”
“It delivers food, hope, health improvement, advocates for the community and for persons with illnesses who need
love and support.”
“Provides meals and connections to the outside world for those caught in a very vulnerable time in their lives due to
circumstances they cannot control.”
“Not only do people receive nutritious food, their isolation is lessened because of contact with those who deliver.”

9. Describe What Makes Food & Friends Unique
“Compassion and serious approach to nutrition.”
“Their work ethic and caring compassion while utilizing every penny to its maximum worth for folks who are seriously ill.”
“The level of specificity that goes into preparing customized meals for folks with so many different nutritional needs.”
“Providing a level of comfort to those who need to focus on their health rather than stressing about where their next meal
might come from.”
“Providing nutritious meals specifically designed for the health challenges faced by each client.”
“The organization has been dedicated to serving persons with HIV/AIDS from the beginning.”
“Community and compassion - you are not just ‘meals on wheels’ you are neighbors helping neighbors.”
“The friendliness of the employees and volunteers.”
“Focus on people with HIV/AIDS; partnerships with local restaurants; synonymous with Thanksgiving in DC.”
“Good, effective use of volunteers of many ages.”

10. Words to Describe Food & Friends

11. Elastic Messaging
Elastic Main Message
Caring for individuals
who need help providing
proper nourishment for
themselves in order to
fight their chronic illness.
Reducing the feeling
of isolation by
delivering
compassion and
understanding toward
those we serve.
Fostering a sense of
community, with
neighbors helping
neighbors.
Providing consistent and
dependable service.
Message Themes:
Food & Friends is a nonprofit organization dedicated to improving the lives of individuals who suffer from
HIV/AIDS, cancer, or other serious illnesses. Our efforts focus on delivering nutritious meals and groceries
specifically designed to meet the dietary needs of each client. We implement nutrition counseling and
education to improve the quality of life. We do this by (see message themes):

12. 30th Anniversary:
Communications Planning

13. 1. Big numbers: total number of people you’ve helped, number of hours volunteered, or
other impact metrics
2. Emotions move people: Share individual stories and anecdotes
30th Anniversary - Make it Matter!
Answer These Questions:
1. What accomplishments and progress are you celebrating?
2. What are our goals for this event or campaign?
What Are You Celebrating?
1. Create a fundraising campaign around milestone anniversary: After highlighting
success achieved, donors may feel a part of that and be more receptive to giving
● Recapture lapsed donors or promote recurring giving program
2. Introduce a new goal: Use past success to mobilize people for a new challenge
What Are Your Goals?

14. ● How long has a popular program been in existence?
● Special number: do we have a one millionth customer served?
● Has our organization been influential in encouraging the passage of significant
legislation that has had a positive impact on other groups?
● Is there an anniversary of a founder or long-time leader we can celebrate?
● Is there an anniversary of a grant we are receiving? Can we celebrate our long
relationship with the grantor? Do we have data to list what has been achieved with
the grant?
● Can we organize an event to honor a long-time donor supportive of our work?
30th Anniversary - What Are You Celebrating?
1. Big numbers: total number of people you’ve helped, number of hours volunteered, or
other impact metrics
2. Emotions move people: Share individual stories and anecdotes
Other Considerations:

15. 30th Anniversary - What Are Your Goals?
1. Create a fundraising campaign around milestone
anniversary: After highlighting success achieved,
donors may feel a part of that and be more
receptive to giving
● Recapture lapsed donors or promote recurring giving program
2. Introduce a new goal: Use past success to mobilize
people for a new challenge
1. Inject personality, tie back to mission:
Selfhelp Community Services added “Fulfilling the
Promise” to 75th Anniversary Gala, referencing
their promise to serve as the last surviving relative
to victims of Nazi persecution
Make an Event Unique

16. Strategic Storytelling
Training

17. Agenda
● Meet Sinclair Strategies
● Storytelling activity: What’s your fave story?
● Purpose of storytelling
● Storytelling building blocks
● Food & Friends example using storytelling template
● Statistics and examples of nonprofit stories

18. Who We Are
● 28 years of combined experience in
nonprofit, for profit, and government PR
and marketing
● Emerging communications consulting
agency based in Washington D.C.
● Ambitious Georgetown University
graduate students
18

19. Meet The TeamPatrick, Stephanie, Quierra
19

20. Favorite Color: Red
Favorite Sport: Football -
Ohio State Buckeyes
Hobbies: Running, reading,
being a Dad of three sweet
kids!
Something awesome:
Selected for Georgetown’s
The Hoya Professional 30
2017
Fun Facts
Patrick Malone
Experienced Public Affairs
professional with 15 years of
excellence in the U.S.
Department of Defense.
Skilled in crisis
communications, media
relations, operations
management, and strategic
communications planning.
Bio
Contact:
20

21. Favorite Color: Purple
Favorite Sport: NFL Football,
New England Patriots!
Hobby: Planning vacations!
Something awesome:
I’m a TV fanatic! I’ll watch
almost anything on television,
including comedies, mysteries
or crime series, but my favorite
shows are medical dramas.
Fun Facts
Stephanie Sanata
Strategic thinker. Doer.
Achiever. Marketing
specialist with over five
years of campaign planning,
strategy, and tactical
execution for nonprofit and
for profit organizations.
Bio
Contact:
21

22. Favorite Color: Green
Favorite Sport: I don’t watch
sports but I follow the tech
world: CivicTech, EduTech, &
AdTech
Hobbies: Attending
conferences, festivals, and
hack-a-thons.
Something awesome:
I love doughnut sandwiches
and breakfast tacos!
Fun Facts
Quierra Wells
I love to create. I have 8
years of experience with
helping non-profit and for
profit organizations
create visually appealing
marketing materials.
Bio
Contact
22

23. Storytelling Activity
What is one of your favorite stories?
What makes it an effective story?
● Partner up :)
● Take 5 minutes and tell your partner a
synopsis of your favorite story
● Why is it your favorite?

24. Purpose of Storytelling
● Activate specified audiences to take desired actions
● Effective communications objectives directly support
business objectives
● Communicate priority projects, programs, and initiatives
● Increase brand awareness
● Generate interest from aspirational audiences

25. Storytelling
Building
Blocks

26. 5 Building Blocks of Storytelling
AuthenticityCharacter Trajectory
Action-Oriented Emotions A Hook

27. Character
● Relatable
● Imperfect
● Three-dimensional
● Charismatic
● Interesting
● Reflective
Stories should have a compelling main character
who describes his or her own experiences and
memories to the target audience.
This character should be:
Example: “Most Shocking Second a Day”
by Save the Children

28. Recommendations
● Stick to one character if you can (less is more)
● Celebrities are not required
● People first, organization second

29. Trajectory
● Chronicle something that happens, such as:
○ Experiences
○ Journeys
○ Transformation
○ Discoveries
Stories do not need to unfold in a linear fashion
Effective stories:
Example: “The Extraordinary Life and
Times of Strawberry” by Save the Food
and the Ad Council

30. Recommendations
● Don’t always start at the “beginning”
● Vary the pace by utilizing flashbacks or flash
forwards to draw the viewer in
● Build up toward the eventual call to action

31. Authenticity
● Be true to your brand (what you see is what you
get)
● Show rather than tell by chronicling the
character’s journey or transformation
Example: “Meet the Makers” by
Krochet Kids International

32. Recommendations
● Tell the story from the character’s POV, not the
organization’s
● Utilize rich details and the character’s own voice if
possible
● Don’t use jargon
● Focus on the details and engage the five senses

33. Action Oriented Emotions
● Stories should align with appropriate emotions
● The emotions should move the audience to action
Example: Sarah
McLachlan ASPCA video

34. Recommendations
Find your sweet
spot!
negative positive
higharousal
lowarousal
motivated
excited
astonished
hope
happy
pleased
delighted
ACTION
alarmed
afraid
annoyed
angry
frustrated
miserable
depressed
bored
tired
content
serene
calm
relaxed
sleepy
INACTION

35. A Hook
● Capture the audience’s attention quickly
● Give them a sense of whose story it is and what’s
at stake
● Persuade them to keep watching (or reading) and
ultimately to take action
Example: “The Girl Effect:
The Clock is Ticking” by
The Girl Effect

36. Tips for Better Headlines
● “If you’ve got it, flaunt it.”
○ Don’t be afraid of hype and hyperbole
● “Serve up your Scoop.”
○ Don’t bury the lead
● “Chicken Nuggets.”
○ Serve up the meatiest nuggets from your article
● Use listicles and include numbers
● Be Personal - Include “You”
Source: JonathanRickPresentations.com

37. Examples
● If These 6 Case Studies Don't Convince You, Then
Nothing Will
● 7 Important Tax Facts About Medical and Dental
Expenses
● The Debt Ceiling Explained in 3 Videos and 1 Chart
● You Will Not Believe What Mitt Romney Wants to Do
to You
● You're Doing it Wrong: Poached Eggs
Source: JonathanRickPresentations.com

38. Recommendations
● You only have 10 seconds to capture your
audience - open with an attention grabbing
sequence
● Improve headlines using previous slide tips
● Emotions over facts
● If you can, add an element of surprise to catch
your audience off guard
● Use appropriate, compelling music

39. F&F
Example +
Storytelling
Template

41. Statistics &
Nonprofit
Examples

42. Storytelling cited as
#1 business skill of
the next 5 years
#1
Google search
results on nonprofit
storytelling
451K+
Job postings
mentioning storytelling
increased (2013-16)
164%
Storytelling Stats
Source: Georgetown CSIC, Stories Worth Telling Report

43. Example #1 - I Am Water (Charity Water)

44. Example #2 - Follow the Frog
(Rainforest Alliance)

45. Questions?
Thank You

46. Storytelling
Template