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Communication that generates Action
Who is here?               2
Lori L. Jacobwith •   20+ years as a communication     strategist & fundraising coach •   Measurable: Helped     organizat...
Where we are heading today
Getting Past The Past                  What are your                     biggest                   fundraising            ...
DefinitionFundraising:The raising of assets andresourcesfrom various sources forthe support of anorganization or a specifi...
Definition             Development:             The total process by             which an organization             increas...
The Secret to Fundraising:Clear, Bold Communication    • Telling Your Story - Intro    • Asking – Take Action    • Maximiz...
Thousands of messages barrageus every single day.                                9
46% of donors stop giving for reasons      connected to       “a failure to    communicate.”~ Penelope Burk & Cygnus Appli...
How can you stand out?                         11
Communication  The most overlooked & important    component of development.
Clear, Bold CommunicationDo this in pairs:• Introduce yourself  & the work of your  organization.• You may use up to  3 se...
Clear, Bold Communication      Think outside the box
Money moves toward boldness andclarity of communication                                  15
Clear, Bold CommunicationClear Adjective1. free from doubt or confusion2. certain in the mind; sure3. easy to see or hear;...
Clear, Bold Communication                                     Bold Adjective            1. courageous, confident, and     ...
2 x 4 Rule             18
2 x 4 Rule             19
Communication that generates action Use this clear value statement & introduce again: [different partner] “We are (who?). ...
“Feeling good is what   nonprofits sell.”         ~ Seth Godin, Author & Marketing guru
Communication 1. Listen. 2. Connect with your community    where they are. 3. Allow your community to spread    your messa...
Storytelling: Primary way of learning                                        23
Six Word Stories                   1. Compelling                      fact                   2. Emotional                 ...
Six Word Stories
Storytelling: Less is More Lori’s: Tells powerful stories to raise millions. Worry is not a fundraising strategy. Communit...
Three Toxic Myths of Scarcity  1. There’s never enough.
Three Toxic Myths of Scarcity        2. More is better.
Three Toxic Myths of Scarcity 3. That’s just the way it is.
Money How does money given bring joy?
Money Conversation               Fundraising is a call              to conversation and                   to relationship....
NEED exists whensomething is missing
Habitat for Humanity  What problem do you help solve?
Habitat for HumanityYour CommunicationYou have a rareopportunity to empowerpeople to feel great.To connect a contributionw...
Clear, Bold Communication
CommunicationWhere to share “What’s Missing?”(Interesting or startling facts )•   Annual appeal(s)•   Email communication ...
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Communication that generates ActionSimple framework for generating $ or support:1)   What’s your current funding gap?2)   ...
Communication that generates Action                     Remove                 the word struggle                     from ...
It is our choices Harry, that show uswho we really are, far more than ourabilities.                                       ...
Tell:One thing youlearned orinspired youYour next action                   42
Connecting with Lori Blog and monthly e-Newsletter  Membership – special offer  Key Note & Breakout Sessions  Customized F...
Thank you!Please fill out evaluations                   Lori Jacobwith           lori@LoriJacobwith.com           www.Lori...
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Lori Jacobwith Communication That Generates Action - HFH_March2011

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Slides from breakout session at HFH MN statewide conference, March 11, 2011.

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Lori Jacobwith Communication That Generates Action - HFH_March2011

  1. 1. Communication that generates Action
  2. 2. Who is here? 2
  3. 3. Lori L. Jacobwith • 20+ years as a communication strategist & fundraising coach • Measurable: Helped organizations raise over $100 million in last 10 years. • Impact: My work creates environments where people find ease in their work with, and their conversations about money. 3
  4. 4. Where we are heading today
  5. 5. Getting Past The Past What are your biggest fundraising challenges?
  6. 6. DefinitionFundraising:The raising of assets andresourcesfrom various sources forthe support of anorganization or a specificproject. ~ Source: AFP Fundraising Dictionary,(Association of Fundraising Professionals)
  7. 7. Definition Development: The total process by which an organization increases public understanding of its mission and acquires financial support for its programs. ~ Source: AFP Fundraising Dictionary, (Association of Fundraising Professionals)
  8. 8. The Secret to Fundraising:Clear, Bold Communication • Telling Your Story - Intro • Asking – Take Action • Maximize Relationships – Stay Relevant • Managing Data
  9. 9. Thousands of messages barrageus every single day. 9
  10. 10. 46% of donors stop giving for reasons connected to “a failure to communicate.”~ Penelope Burk & Cygnus Applied Research
  11. 11. How can you stand out? 11
  12. 12. Communication The most overlooked & important component of development.
  13. 13. Clear, Bold CommunicationDo this in pairs:• Introduce yourself & the work of your organization.• You may use up to 3 sentences.
  14. 14. Clear, Bold Communication Think outside the box
  15. 15. Money moves toward boldness andclarity of communication 15
  16. 16. Clear, Bold CommunicationClear Adjective1. free from doubt or confusion2. certain in the mind; sure3. easy to see or hear; distinct4. evident or obviousCollins Essential English Dictionary2nd Edition 2006 © HarperCollins Publishers 2004, 2006
  17. 17. Clear, Bold Communication Bold Adjective 1. courageous, confident, and fearless 2. immodest 3. standing out distinctly; conspicuous Collins Essential English Dictionary 2nd Edition 2006 © HarperCollins Publishers 2004, 2006
  18. 18. 2 x 4 Rule 18
  19. 19. 2 x 4 Rule 19
  20. 20. Communication that generates action Use this clear value statement & introduce again: [different partner] “We are (who?). We specialize in working with (whom?) We help them (to do what?)."
  21. 21. “Feeling good is what nonprofits sell.” ~ Seth Godin, Author & Marketing guru
  22. 22. Communication 1. Listen. 2. Connect with your community where they are. 3. Allow your community to spread your messages.
  23. 23. Storytelling: Primary way of learning 23
  24. 24. Six Word Stories 1. Compelling fact 2. Emotional connection 3. Call to action
  25. 25. Six Word Stories
  26. 26. Storytelling: Less is More Lori’s: Tells powerful stories to raise millions. Worry is not a fundraising strategy. Community service org helping vets: War damaged Jim. We restored him. Hemmingway: Baby shoes. Never worn. For sale. Yours?
  27. 27. Three Toxic Myths of Scarcity 1. There’s never enough.
  28. 28. Three Toxic Myths of Scarcity 2. More is better.
  29. 29. Three Toxic Myths of Scarcity 3. That’s just the way it is.
  30. 30. Money How does money given bring joy?
  31. 31. Money Conversation Fundraising is a call to conversation and to relationship. Not just a transactional act.
  32. 32. NEED exists whensomething is missing
  33. 33. Habitat for Humanity What problem do you help solve?
  34. 34. Habitat for HumanityYour CommunicationYou have a rareopportunity to empowerpeople to feel great.To connect a contributionwith that person’shighest ideals and values.
  35. 35. Clear, Bold Communication
  36. 36. CommunicationWhere to share “What’s Missing?”(Interesting or startling facts )• Annual appeal(s)• Email communication both cultivation & asking• In person: meetings, events, donor cultivation, volunteer trainings, other programmatic events and more…• Print: Newsletters, annual reports, fundraising invitations• Website
  37. 37. 37
  38. 38. 38
  39. 39. Communication that generates ActionSimple framework for generating $ or support:1) What’s your current funding gap?2) What would your organization do with more money or members? Humanize this.3) What is one simple action you want people to take?4) Cause people to feel something.5) Communicate regularly
  40. 40. Communication that generates Action Remove the word struggle from your fundraising vocabulary
  41. 41. It is our choices Harry, that show uswho we really are, far more than ourabilities. 41
  42. 42. Tell:One thing youlearned orinspired youYour next action 42
  43. 43. Connecting with Lori Blog and monthly e-Newsletter Membership – special offer Key Note & Breakout Sessions Customized Fundraising Action Planning Sessions 43
  44. 44. Thank you!Please fill out evaluations Lori Jacobwith lori@LoriJacobwith.com www.LoriJacobwith.com 952- 949-2105 http://twitter.com/LJacobwith

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