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Applying Hot Trends in Nonprofit Marketing to Planned Giving Newsletters


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Presentation given at the 2008 Planned Giving Days conference of the National Capital Gift Planning Council

Applying Hot Trends in Nonprofit Marketing to Planned Giving Newsletters

  1. 1. Applying the Hot Trends in Nonprofit Marketing to Your Planned Giving Newsletters Presented by Kivi Leroux Miller 16 th Annual Planned Giving Days
  2. 2. About Me
  3. 3. Enough Me, How About You? <ul><li>Everyone </li></ul><ul><li>Stand </li></ul><ul><li>Up! </li></ul>Flickr: Zen
  4. 4. Planned Giving Newsletters Are Often Too . . .
  5. 5. Planned Giving Newsletters Are Often Too . . . <ul><li>Technical </li></ul><ul><li>Boring </li></ul><ul><li>Morbid </li></ul>
  6. 6. Planned Giving Newsletters Should Be . . .
  7. 7. Planned Giving Newsletters Should Be . . . <ul><li>Inspiring </li></ul><ul><li>Motivating </li></ul><ul><li>Life-Affirming </li></ul>
  8. 8. So What Can You Do About It?
  9. 9. Take Advantage of Three Trends
  10. 10. Trend #1 <ul><li>I Am Donor, Hear Me Roar! </li></ul>
  11. 11. Philanthropy is Personal Let me out of here!
  12. 12. What This Means <ul><li>It’s all about them, not you! </li></ul>
  13. 13. What This Means <ul><li>Stock articles won’t cut it. </li></ul>Flickr: Krypto
  14. 14. What This Means
  15. 15. Trend #2 <ul><li>Facts We Forget, Stories We Remember </li></ul>
  16. 16. Stories Work Because . . . They are sticky. Flickr: roboppy
  17. 17. People Hear AND See Good Stories <ul><li>“ Stories provide simulation (knowledge about how to act) and inspiration (motivation to act).” </li></ul><ul><li>– Chip Heath and Dan Heath in Made to Stick </li></ul>
  18. 18. What This Means <ul><li>You need to become a half-way decent storyteller. </li></ul>Flickr: Zoomar
  19. 19. Stories rush by you everyday. Take the time to capture them.
  20. 20. Three Classic Stories <ul><li>The Challenge Plot </li></ul><ul><li>The Creativity Plot </li></ul><ul><li>The Connection Plot </li></ul>Mixing and matching is fine!
  21. 21. 1. The Challenge Plot <ul><li>Classic underdog, rags to riches, against all odds, bootstrap stories </li></ul><ul><li>Inspires action, confidence; appeals to our courage and strength </li></ul>Flickr: barriebarrie
  22. 22. Act I: <ul><li>Introduces the character, his situation, and his goal. </li></ul>
  23. 23. Act II: <ul><li>Character faces obstacles. Tension mounts. </li></ul>
  24. 24. Act III: <ul><li>Action peaks. Character triumphs, gets payoff. </li></ul>
  25. 25. So Who Is This Guy in Your Planned Giving Newsletter Stories?
  26. 26. Writing the Challenge Plot <ul><li>Characters at a particular time and place </li></ul><ul><li>Their goals or desires </li></ul><ul><li>Barriers that they must overcome </li></ul><ul><li>How they get beyond those barriers </li></ul><ul><li>Payoffs or triumphs </li></ul>Here’s What You Need
  27. 27. 2. The Creativity Plot <ul><li>Aha! moments, breakthroughs, “what if” stories that work out </li></ul><ul><li>Inspires us to take a chance, experiment, support a new approach </li></ul>Flickr: Thomas Hawk
  28. 28. Writing the Creativity Plot <ul><li>A well-understood problem </li></ul><ul><li>A standard response that just doesn’t work </li></ul><ul><li>A new approach (test runs or theories OK) </li></ul><ul><li>Vision of a new reality </li></ul>Here’s What You Need:
  29. 29. 3. The Connection Plot <ul><li>Bridging the gap, we are one, there but for the grace of God go I, big meaning in a small event stories </li></ul><ul><li>Inspires compassion, understanding, love, cooperation </li></ul>Flickr: pondspider
  30. 30. Writing the Connection Plot <ul><li>A small, specific situation or event </li></ul><ul><li>A connection to a greater, universal human experience </li></ul><ul><li>A surprise, discovery, or epiphany </li></ul><ul><li>Connections within the story and with the reader’s heart/soul </li></ul>Here’s What You Need:
  31. 31. Trend #3 <ul><li>Feeding the Snack-Size Culture </li></ul>
  32. 32. Make it quick, will you? Short attention spans, ADHD, information overload, blah, blah, blah, blah, Flickr: Sarah Mae
  33. 33. What This Means <ul><li>Cut your text way back. </li></ul>
  34. 34. What This Means <ul><li>Make everything scannable. </li></ul>
  35. 35. What This Means <ul><li>Give people options. </li></ul>
  36. 36. BEFORE <ul><li>Technical </li></ul><ul><li>Boring </li></ul><ul><li>Morbid </li></ul><ul><li>Inspiring </li></ul><ul><li>Motivating </li></ul><ul><li>Life Affirming </li></ul>AFTER Make It All About Them Tell Great Stories Keep It Snack Size
  37. 37. You’ll find a copy of this presentation and additional resources at