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Once Upon a Time
How to market your nonprofit by telling a story.
What do I know?
                 •     President of Turnbull Marketing Group, a (very) small
                       compan...
Once Upon a Time

                                  •   What makes a story interesting?

                                 ...
What makes a story interesting?



                                  •   Characters you can relate to

                   ...
Characters you can relate to

            •     Personable

            •     Sympathetic/Vulnerable

            •     Ha...
A plot you can believe in

                                  •   Clearly expresses the need

                             ...
A call to action that moves you

                 •                         •
                       Direct—no hemming    ...
Where can I find a good story?

                          •       Everywhere! Every single living thing in the
           ...
Be nosy
            •     What do you hope/pray for?

            •     What do you want for your
                  future...
How do I tell a story effectively?

                          •       Focus on the details that pull at the heart
        ...
Mahalia

                             Climbing the sagging steps leading up to the
                             dilapidate...
How do I incorporate stories into
marketing and fundraising materials?
           •     Use them everywhere you can—online...
And They Lived Happily Ever After



       •     Pull at heart strings

       •     Be succinct

       •     Make it pe...
Let’s keep in touch

                                           h Turnbull
                                  Elizabet
    ...
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Once Upon A Time

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Once Upon A Time

  1. 1. Once Upon a Time How to market your nonprofit by telling a story.
  2. 2. What do I know? • President of Turnbull Marketing Group, a (very) small company dedicated to helping nonprofits help others. • Hold a BA in Spanish and Journalism from Wake Forest University and an MA in Latin American and Caribbean Studies from Florida International University. • Worked at Food For The Poor, the nation’s largest international charity • Love traveling and getting my hands dirty. Throw in some Spanish and you have one happy lady. Turnbull Marketing Group Helping nonprofits help others.
  3. 3. Once Upon a Time • What makes a story interesting? • Where can I find a good story? • How do I tell a story effectively? • How do I incorporate stories into my marketing and fundraising programs? Turnbull Marketing Group Helping nonprofits help others.
  4. 4. What makes a story interesting? • Characters you can relate to • A plot you can believe in • A call to action that moves you Turnbull Marketing Group Helping nonprofits help others.
  5. 5. Characters you can relate to • Personable • Sympathetic/Vulnerable • Have a fulfillable need • Have a succinct story to tell relating directly to your mission • Whenever possible, not you Turnbull Marketing Group Helping nonprofits help others.
  6. 6. A plot you can believe in • Clearly expresses the need • Has a story-like feel (think feature story in your favorite magazine) • Ties directly in to your mission • Succinct • Invites the reader into the character’s world Turnbull Marketing Group Helping nonprofits help others.
  7. 7. A call to action that moves you • • Direct—no hemming Urgent—Why me? and hawing Why now? • • Repeated Doable Turnbull Marketing Group Helping nonprofits help others.
  8. 8. Where can I find a good story? • Everywhere! Every single living thing in the world has a story—the hard part is seeing it • Start at home • Talk to the people you serve • Be nosy—ask questions that touch the heart Turnbull Marketing Group Helping nonprofits help others.
  9. 9. Be nosy • What do you hope/pray for? • What do you want for your future? For your children’s future? • How has our organization helped you? What was life like before we began to help you? • What do you want to tell our friends and supporters? • Why should our friends help other people like you? Turnbull Marketing Group Helping nonprofits help others.
  10. 10. How do I tell a story effectively? • Focus on the details that pull at the heart strings—make them weep • Be succinct—leave out the dry information • Hook your audience from the very beginning • Use action words, present tense and adjectives • Don’t just tell a story—show it • Tie everything back to your mission Turnbull Marketing Group Helping nonprofits help others.
  11. 11. Mahalia Climbing the sagging steps leading up to the dilapidated house teetering 6 feet off the ground in Georgetown, Guyana, I keep my eyes on 8-year-old Mahalia, who bounds ahead of me with no apparent fear of falling through the rotted wood. She leads me inside, where missing floorboards, bowing walls and a rusted piece of tin—more a strainer than a roof—form what bit of space she has to call home. I have come to listen, and Mahalia is just about to tell me a secret. Turnbull Marketing Group Helping nonprofits help others.
  12. 12. How do I incorporate stories into marketing and fundraising materials? • Use them everywhere you can—online, brochures, newsletters, fundraising letters, benefits, annual reports • Illustrate with compelling photos • Send your audience online for the rest of the story— websites shouldn’t be just content-driven, they need to be story-driven • Make short videos—feature the people you serve whenever possible • Tell one good story in each e-Newsletter • Use your blog to tell stories, not to give status reports Turnbull Marketing Group Helping nonprofits help others.
  13. 13. And They Lived Happily Ever After • Pull at heart strings • Be succinct • Make it personal • Tie it back to your mission • Tell stories all the time, everywhere you go Turnbull Marketing Group Helping nonprofits help others.
  14. 14. Let’s keep in touch h Turnbull Elizabet h@tbullgroup.com email: elizabet itter : @ejturnbull tw one: 919.741.5072 teleph Turnbull Marketing Group Helping nonprofits help others.

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