This session covers marketing, audiences, storytelling, photos, graphics, editorial calendars, and social media platforms. The workshop is presented by United Way NCA's Vice President of Marketing Renee Rosenfeld, Creative Manager Dani Smith, and Digital Manager Ryan Rabac. It covers donor strategy and outreach. You can watch the guided webinar recording at UnitedWayNCA.org/domore24training

1. Do More 24
Capacity Building and
Strategy Training Series
Session #4:
Content, storytelling, messaging, and
communications
February 9, 2017

2. • Defining your audience
• Collecting and telling stories
• Photos and graphics
• Planning content and messaging
• Social media platform overview
• Questions
Overview

3. • Are they donors?
• Is it the public?
• Stakeholders?
• Constituents?
• Staff?
Who Is Your Audience?

4. • Who will best inspire your audience?
• Whose story is passionate?
• Stories of individuals have more impact than
a story involving multiple people
• Include a picture
• Can you get a video?
• Make sure you have a signed release form for
anyone who appears in your photos or videos
Collecting Stories

5. A Great Primer

6. Telling Stories

7. Case Study: Jackson
• The raw story
• The story written for our audience
• The Story with a Photo and Design
• Examples of use

8. The Raw Story
Meet Jackson
Jackson is much like your typical 13 year old. He is full of energy, loves to joke around with friends and teachers alike, enjoys watching all
kinds of sports and has a smile comparable to that quintessential ‘ray of sunshine’. Jackson along with his mother and sister came to the U.S.
last spring in hopes of a better life, a safer world and more accepting school environment.
Jackson has various undiagnosed challenges which for the most part of his life contributed to an unstable school experience. At the beginning,
his mother’s personal challenges were also causing obstructions along the way. From the moment I met them both, September 16, 2015, we
have all been committed to improving not only Jackson’s chances for success in school but Mom’s ability to navigate our system in order to
facilitate their success here in the United States.
I began working directly with the family once Jackson was put on our radar due to medical complications which were causing him to be
chronically absent. Once I began case-managing Jackson, the School Support Team and I were able to connect Jackson with in-school
accommodations and support as well as an entire external support system which we continue to help Mom navigate. Communities in Schools
of NOVA has connected Jackson and his family to basic needs resources such as: food assistance, rental assistance, furniture donations,
and continual weekend bags of food. We have also connected Jackson with medical services and extra in-school academic services in
addition to ongoing check-ins with myself and his counselor. I have even encouraged Mom to join our school’s PTA and participate in
English as a Second Language classes to boost her confidence and facilitate a deeper connection with the school as the center of our
community. This quarter, Jackson’s grades improved drastically and we saw a 40% increase in his attendance. Mom seems much more
engaged and is feeling more and more knowledgeable and comfortable with navigating the school system as well as social services within
the City of Alexandria. I am confident that the continued success of this family can be directly linked to the one-on-one level of support I as a
Site Coordinator have been able to provide. Despite the challenges this family has faced in the past, their trust in me and our school support
team has helped them to get on a better track today with the promise of a better tomorrow!

9. Written for our Audience
Jackson: A Helping Hand Goes a Long Way
Simply being a teenager isn’t always easy. But being a teenager that’s moving to a new country with
only your mother while suffering from various undiagnosed medical challenges?
Anyone could see that 13-year-old Jackson desperately needed help.
With the assistance of Communities in Schools of NOVA coordinator Isabel Perez, Jackson and his
mother received support for and access to basics most of us never even think twice about—such as
food, rent, and furniture. Communities in Schools also connected Jackson with services that helped him
better manage his medical issues, which directly affected his ability to attend school.
The result? In one quarter, Jackson’s attendance rose 40%. And his grades have soared as well.
Today, Jackson has fewer things to worry about and many more things to look forward to. All he really
needs to concern himself with now…is simply being a teenager.
In one quarter, Jackson’s attendance rose 40% and his grades have soared.

10. With Photo and Design

11. Examples of Use

12. Photos
• Frontal views
• Be mindful of facial expressions
• Engaging activity
• If using your own photos make sure
to have releases for all participants

13. Graphic Design
• Nonprofit toolkit at
bit.ly/dm24toolkit2017
• Adobe Photoshop, Illustrator, InDesign
• Free online tool: canva.com
• Memegenerator.net

14. Example Photos

15. Example Graphics

16. Planning Content
• Create an editorial calendar
for emails and social media
posts (use our example in
the Nonprofit toolkit)
• Have everything ready in
advance and use tools like
Facebook publisher or
Hootsuite to pre-schedule

17. Social Media Platforms
• Facebook
• Facebook Live
• Twitter
• Instagram
• Youtube

18. Tell Us A Story

19. March 9 – Diving into Digital Marketing
Email campaigns
Social media strategy
Graphic design with the Do More 24 branding
Paid advertising options
Next Month