Building, Branding Storytelling for Non-Profits

INKspire Summit • April 2018 • @NowCreates @ACCESSCharity
Building, branding
and storytelling for
youth non-profits.
Daniel Francavilla

Building, branding
and storytelling for
youth non-profits.
collaboration, creativity,
community, change.
Daniel Francavilla
Starting
Strong

What do I do?
INTRODUCTION

Now Creative Group
Design, digital, media
and marketing services
and support.

ACCESS
Youth-led non-profit to
educate, empower and
inspire youth to drive
positive change

Startup Story
WHERE IT ALL BEGAN

Founded: 2006
Incorporated: 2008

Freelancing: 2008
Incorporated: 2013

Registration
MAKING IT OFFICIAL

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.

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.

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.

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.

Refine Your Introduction
Write & Review

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.

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.

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.

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

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.

Storytelling
Share Your Story

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.

Starting the Story
Crafting Your Message
Keep it simple.
Convey the impact.
Know your audience.
Stay consistent.
Customize when necessary.

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.

Story Audiences
Engage various audiences over a variety of mediums,
including in-person, when speaking to:
youth
• Digestible easily via Social Media
• Highlight exciting opportunities
• What do you have to offer them?
adults
• Impact of their involvement
• Appropriate language
• Do the work for them
• Make them feel connected to the
cause, and a vital part of your
organization’s success

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

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?

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?

Logo Design
Your Visual Identity

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

13 Marketing Tips
for youth-led social-good projects

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

General Tips
Youth-Led Initiatives

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

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

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

Review & Feedback
Your Current Presence

Your Challenges
Review & Critique

connect
daniel@accesscharity.ca
nowcreativegroup.com
accessinnovation.ca
@nowcreates
@francavilla
@accesscharity

thanks!

Building, Branding Storytelling for Non-Profits

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