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IMPACTMAX
Now more than ever
STRATEGY &
implementation
Helping nonprofits and philanthropies understand their
audiences, messages, and most cost-effect...
Capabilities
• Communications strategic planning
• Communications audits and evaluation
• Website strategy, content develo...
“The world doesn’t change one person at a time.
It changes as networks of relationships form among
people who discover the...
70% strategy /30% tactics
My advice: spend 70% of your time on strategy
and 30% on tactics.
One of the biggest mistakes no...
“Gayle brings a wealth of talent and skills to every
program. But time and again, I’ve found that her
greatest contributio...
More than 25 years and 20 awards
• Communications consultant, Shepard and Thorsen Inc.
• Communications director, The McKn...
Website development
The McKnight Foundation
Website development
Twin Cities LISC
Website development
Embrace Open Space issue campaign (The McKnight Foundation)
“Gayle has this amazing ability to not only get projects
done beautifully, on budget, on time, but to
creatively market th...
Issue campaigns
Embrace Open Space campaign ad and poster
Issue campaigns
Promise Me Forever parenting campaign (The Minneapolis Foundation)
Open Minds anti-racism campaign (The Mi...
Issue campaigns
Minnesota, Nice or Not immigration campaign (The Minneapolis Foundation)
Issue range
I’ve written more than 50 opinion-editorials and speeches for nonprofit
executives on topics such as:
Communit...
Annual reports
The McKnight Foundation
Donor marketing
The Minneapolis Foundation
“Naturally a great communicator, Gayle has elevated
each project to new heights—thanks to her grand
vision. Over the past ...
Your bottom line is society.
You’re not selling widgets. I’ve sat where you sit and felt that same passion for
a better wo...
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new PP for IMPACTMAX2

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new PP for IMPACTMAX2

  1. 1. IMPACTMAX Now more than ever
  2. 2. STRATEGY & implementation Helping nonprofits and philanthropies understand their audiences, messages, and most cost-effective tactics.
  3. 3. Capabilities • Communications strategic planning • Communications audits and evaluation • Website strategy, content development, and writing • Website evaluation • Social media strategy & content development • Message platforms and taglines • Writing and editing (including video story arcs, op-eds, speeches) • Publication production • Competition analysis
  4. 4. “The world doesn’t change one person at a time. It changes as networks of relationships form among people who discover they share a common cause and vision of what’s possible.” Margaret Wheatley, in Leadership and the New Science Nonprofit communication is about relationships.
  5. 5. 70% strategy /30% tactics My advice: spend 70% of your time on strategy and 30% on tactics. One of the biggest mistakes nonprofits make is rushing to select tactics before clearly understanding what change they’re trying to effect and who can make it happen. Once you’re crystal clear about these two things, tactics tend to evolve organically. You know who you’re trying to reach, what they need to hear from whom, and what communication channels they prefer. Tactical choices then become very obvious.
  6. 6. “Gayle brings a wealth of talent and skills to every program. But time and again, I’ve found that her greatest contribution is strategic vision—her ability to define the fundamental value an initiative has to the organization, then to marshal resources and make tactical decisions to achieve that end.” Tom Horner Partner, Horner Strategies
  7. 7. More than 25 years and 20 awards • Communications consultant, Shepard and Thorsen Inc. • Communications director, The McKnight Foundation • Vice president for communications, The Minneapolis Foundation • Communications director, College of Education and Human Development, University of Minnesota • Director, Minnesota Gifted Awareness Program • Public relations director, Minneapolis College of Art and Design • Accredited by the Public Relations Society of American in 1996 • 20 communication awards from the national Council on Foundations, One Show and Communication Arts & Print magazines, National Communication Action Network, and Web Marketing Association
  8. 8. Website development The McKnight Foundation
  9. 9. Website development Twin Cities LISC
  10. 10. Website development Embrace Open Space issue campaign (The McKnight Foundation)
  11. 11. “Gayle has this amazing ability to not only get projects done beautifully, on budget, on time, but to creatively market the ideas in them on a much larger scale. She’s taken McKnight far beyond effective publications into a wide, innovative spectrum of support or our program goals.” Neal Cuthbert Vice president of program The McKnight Foundation
  12. 12. Issue campaigns Embrace Open Space campaign ad and poster
  13. 13. Issue campaigns Promise Me Forever parenting campaign (The Minneapolis Foundation) Open Minds anti-racism campaign (The Minneapolis Foundation)
  14. 14. Issue campaigns Minnesota, Nice or Not immigration campaign (The Minneapolis Foundation)
  15. 15. Issue range I’ve written more than 50 opinion-editorials and speeches for nonprofit executives on topics such as: Community development Community engagement Affordable housing Economic development Regionalism and balanced growth Urban design Racism and immigration The working poor Transportation policy Placemaking Art and community development Challenges in public education Financing higher education The undergraduate experience Wind energy Protecting open space Protecting water quality Philanthropy and public policy Ethnic philanthropy The art of nonprofit leadership The role of networks in social change Media violence
  16. 16. Annual reports The McKnight Foundation
  17. 17. Donor marketing The Minneapolis Foundation
  18. 18. “Naturally a great communicator, Gayle has elevated each project to new heights—thanks to her grand vision. Over the past nine years, we’ve been able to produce not only hardworking communications but also innovative, award winning creativity.” Stefan Hartung Partner, Kick creative agency
  19. 19. Your bottom line is society. You’re not selling widgets. I’ve sat where you sit and felt that same passion for a better world. I still feel it. Your reputation is at stake. So is mine. We want exactly the same thing—exceptional quality and maximum impact. Gayle Thorsen IMPACTMAX Minneapolis MN gcthorsen@earthlink.net

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