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Building, Branding Storytelling for Non-Profits

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Tips on Building, Branding Storytelling for youth-led social good projects including non-profits, community groups, and social enterprises. From formally registering to launching your organization.

Presented by Daniel Francavilla on April 2018 at the Ryerson Student Learning Centre in Toronto for the INKspire Summit.

Published in: Government & Nonprofit
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Building, Branding Storytelling for Non-Profits

  1. 1. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Building, branding and storytelling for youth non-profits. Daniel Francavilla
  2. 2. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Building, branding and storytelling for youth non-profits. collaboration, creativity, community, change. Daniel Francavilla Starting Strong
  3. 3. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity What do I do? INTRODUCTION
  4. 4. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Now Creative Group Design, digital, media and marketing services and support.
  5. 5. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity ACCESS Youth-led non-profit to educate, empower and inspire youth to drive positive change
  6. 6. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Startup Story WHERE IT ALL BEGAN
  7. 7. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Founded: 2006 Incorporated: 2008
  8. 8. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Freelancing: 2008 Incorporated: 2013
  9. 9. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Registration MAKING IT OFFICIAL
  10. 10. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Registering Your Organization Charity vs. Non-Profit vs. Grassroots Grassroots Group A group of individuals, not registered formally. Very little structure, no legal/financial requirements. Non-Profit Incorporation Similar to a business; relatively simple process. Main Benefit: Officially recognized, seperate bank account, etc. Charitable Status Long, costly process, much more rules and reporting. Main Benefit: Ability to issue Tax Receipts.
  11. 11. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Registering Your Organization Charity vs. Non-Profit vs. Grassroots Questions to Ask Yourself 1. Are we ready to take on the responsibility required by CRA? 2. Are we planning on issuing charitable tax receipts? 3. Are we committed to spending no more than 10% of our budget on advocacy? If Yes, you will need to file incorporation documents with your Board of Directors, and take time to understand the personal liability which is associated with serving on a charity.
  12. 12. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Registering Your Organization Charity vs. Non-Profit vs. Grassroots Considerations Board of Directors: Required for a charity or non-profit. They oversee governance and ensure you’re following legislation and making sound decisions. Board of Advisors: Not a requirement, but helpful to have. Not all charities or non-profits have one, but it’s a great tool for strong oversight.
  13. 13. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Registering Your Organization Charity vs. Non-Profit vs. Grassroots Considerations You don’t have to be a registered charity or non-profit to make an difference! There are also social enterprises (businesses) and unincorporated grassroots organizations.
  14. 14. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Refine Your Introduction Write & Review
  15. 15. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Defining Your Organization Who You Are Organizational Roadmap Your personal values, shared guiding principles, core purpose, passions and ambitions can all come together to form your organization or initiative. Use these as a starting point. Unique Value Proposition A clear statement that describes the benefit of your offer, how you solve needs and what distinguishes you from other organizations.
  16. 16. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Defining Your Organization Who You Are Your Mission is your intention. Your stakeholders (including funders) will always check it first. Your Vision is the direction you’re headed in. This must be a big goal that you are working towards, ultimately. The sky is the limit.
  17. 17. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Defining Your Organization Who You Are Your Mission & Vision Having a defined, inspiring and specific vision and mission helps rally your team and those you serve. Alignment and clarity is key.
  18. 18. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Defining Your Organization Who You Are “How do you know which road to take, if you’re not sure where you are going?” By setting up a clear vision and mission, the “why” or purpose will be clear and defined, crucial to the success of any organization. These two elements take time. Discuss in detail with your team. Bring in a facilitator to lead you through a visioning exercise. ACCESS Visions Retreat
  19. 19. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Defining Your Organization Who You Are The Right People This helps you attract not just competent people but passionate people to your team (volunteers, staff, advisors, and donors). Governance refers to how you build, define and structure your organization.
  20. 20. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Storytelling Share Your Story
  21. 21. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Why Storytelling Crafting Your Message A good story has power. The power to inspire. The power to energize, and the power to move people to action. Good stories have the power to build understanding. To entertain. To teach. To humanize the big picture. Good stories have the power to be remembered. Stories are “the connective tissue of the human race.” “Part of our DNA” passed down from the beginning of humankind.
  22. 22. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Starting the Story Crafting Your Message Keep it simple. Convey the impact. Know your audience. Stay consistent. Customize when necessary.
  23. 23. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Story Audiences The way you convey your story may differ depending on your audience. youth • Short sentences or bullet points • Keep it short and simple • Images and bright colors adults • Keep materials to-the-point • Keep paragraphs short (2-3 sentences max) • Use bold or italics occasionally for emphasis. • Your stakeholder (the adult) is the hero here, rather than your work.
  24. 24. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Story Audiences Engage various audiences over a variety of mediums, including in-person, when speaking to: youth • Keep it short and simple • Digestible easily via Social Media • Highlight exciting opportunities • What do you have to offer them? adults • Impact of their involvement • Appropriate language • Keep it short and simple • Do the work for them • Make them feel connected to the cause, and a vital part of your organization’s success
  25. 25. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Story Ideas ACTIVITY founder story how was your initiative/org founded, and what was the story leading up to that? who founded it and who are they? a stakeholder’s story someone who’s impacted by your org news/media reflecting on relevant current events on behalf of your organization
  26. 26. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Story Prompts • What is unique about what your organization is doing? What is interesting about how your organization? • What problems is your organization trying to solve? • What inspired your initiative? • What aha moments has your organization had? • What is an unobvious way to tell your story? • What is the best lesson you’ve learned this year? • How do you see your organization? Do others see it the same way? • How are you making a difference?
  27. 27. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Story Checklist • Is the story consistent with the vision, mission and goals of your organization? • Is the point of the story clear? • Have you made the story personal? • Will the story make the reader feel something?
  28. 28. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Logo Design Your Visual Identity
  29. 29. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Logo Guidelines The best nonprofit logos are: • aesthetically pleasing • distinctive • memorable • timeless • scalable • simple enough for use with multiple mediums • adaptable (color and black & white) • communicates qualities of the brand
  30. 30. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity
  31. 31. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity 13 Marketing Tips for youth-led social-good projects
  32. 32. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity 1. Build a Strong Brand 2. Know Your Audience 3. Use Your Networks 4. Repeat and Reword 5. Keep Consistent 6. Seek Feedback 7. Compelling Videos 8. Create Communities 9. Never Enough Networking 10. Collaboration Over Competition 11. Platforms for Specific Purposes 12. Formal vs. Friendly 13. Please Be Original Marketing, Branding & Outreach Tips
  33. 33. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity General Tips Youth-Led Initiatives
  34. 34. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Collaboration & Teamwork You can be great as an individual but unless you’re a celebrity with a huge following, you can only go so far alone. Continue Brand Building Forming Teams Perfect Partnerships
  35. 35. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity 1. Team Size & Duties eg. ACCESS 2. Co-Working 3. Team Engagement, Socials 4. Slack, Redbooth, FB Groups 5. Meaningful Roles 6. Networking 7. Representing Your Project 8. Use Your Strengths combined with Skills of Others eg. Room Escape Collaboration & Teamwork
  36. 36. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Networking Tips Making Your Marketing Real Be a Connector for Others Become a Go-to-Person Build a Personal Brand Be Searchable Follow-Up within 24 Hours Notice Overlap, Consider Collaboration
  37. 37. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Review & Feedback Your Current Presence
  38. 38. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity Your Challenges Review & Critique
  39. 39. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity connect daniel@accesscharity.ca nowcreativegroup.com accessinnovation.ca @nowcreates @francavilla @accesscharity
  40. 40. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity
  41. 41. INKspire Summit • April 2018 • @NowCreates @ACCESSCharity thanks!

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