Slides from October 10, 2012 session for Nonprofit Day 2012, Erie. PA. This is a highly interactive session and slide content is mainly for in-person participation.

1. Clear, Bold Communication
For Nonprofit Leaders

2. Who is here?

3. Lori L. Jacobwith
• 25+ years as a communication
strategist & fundraising coach
• Measurable: Since 2001 I’ve
helped organizations raise nearly
$200 million from individual
LJacobwith donors. And counting.
LJacobwith
• Founder of the Ignited Online
Fundraising Community - 2009

4. What does Lori do?
Speaking, Training, Webinars
Being a part of this community
reminds me to put into action all
the things I’ve learned & don’t
always use. It’s an incredible
LJacobwith resource! ~ Debbie
LJacobwith
Coaching for fundraising
professionals

5. What we will cover today

6. Biggest Communication Challenges?

7. Thousands of messages barrage
us every single day.
7

8. How can you stand out?
8

9. What do you
want
supporters
to do?

10. Great Gaping Disconnect
What people want when they
support a cause:
To make a difference
To feel personally connected to
something greater than themselves
To feel useful
To get the warm glow of giving
~ Katya Andresen, Network for Good

11. Great Gaping Disconnect
What people get when they
support a cause:
A tax receipt
Statistics, facts & figures
A newsletter…sometimes
An appeal to give (more) money
There needs to be more of what people want in
their experience with us.

12. The Secret to Fundraising:
Clear, Bold Communication

13. Support moves toward boldness and
clarity of communication
13

14. The Secret to Fundraising:
Clear, Bold Communication
• Telling Your Story - Intro
• Asking – Take Action
• Maximize Relationships
– Stay Relevant
• Managing Data

15. Clear, Bold Communication
46% of supporters
stop giving for
reasons connected to
“a failure to
communicate.”
~ Penelope Burk & Cygnus Applied Research

16. Communication Tool #1
16

17. Clear, Bold Communication
Do this in pairs:
• Introduce yourself
& the work of your
organization.
• You may use up to
3 sentences.

18. Words Create Experiences

19. 2 x 4 Rule

20. Clear, Bold Communication
20

21. Clear, Bold Communication
Clear Adjective
1. free from doubt or confusion
2. certain in the mind; sure
3. easy to see or hear; distinct
4. evident or obvious
Collins Essential English Dictionary
2nd Edition 2006 © HarperCollins Publishers 2004, 2006

22. 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

23. Communication
Utilitarian…

24. Communication
… or inspiring?

25. Clear, Bold Communication
Use this clear value statement &
introduce again: [different partner]
“We are (who?).
We specialize in working with
(whom?)
We help them (to do what?)."

26. Communication Tool #2
26

27. Storytelling: Primary way of learning
27

28. Mission Moments
http://bit.ly/RTwVVE

29. Storytelling
Andy Goodman
Andy is best known for his
speeches and workshops on
storytelling, presenting, design
and strategic communications.
http://video.google.com/videoplay?docid=-289257716014946841#

30. Lori’s Storytelling Criteria
• Tell a story about an actual person
using name/age/descriptors so
your listener can visualize.
• Use words that emotionally
connect the listener to your work
and the person you’re speaking
Boring2Brilliant.com
about. No jargon.
• Shares specific examples of YOUR work and how it
makes a difference in the life of a real person.
• The story must be short – 2 minutes or less.

31. Storytelling
Knowledge alone
does not cause
people to take
action.

32. Four parts of a great story
• A relatable protagonist
• Lots of conflict
• A loathsome villain
Mark Rovner, Founder & CEO
• Telling details Sea Change Strategies
http://www.nonprofitmarketingblog.com/comments/the_4_parts_of_a_great_story/

33. Storytelling
In teams of two:
• Tell your story.
• Receive coaching & feedback.
• Switch and 2nd person tell story.

34. Communication Tool #3
34

35. Six Word Stories

36. 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.
Inspired by Hemmingway:
Baby shoes. Never worn. For sale.
Yours?

37. Clear, Bold Communication
“A story is a way to
say something that
can’t be said any
other way.”
~ Flannery O’Connor

38. Fundraising is deep, profound, relatedness.
~ Lynne Twist, The Soul of Money

39. Resources
How to Create Fresh Stories for your Nonprofit
http://bit.ly/Nw0ET0
Why Storytelling is Essential for Business Leaders
http://bit.ly/QKp7yl
The Rise of the Corporate Transmedia Storyteller
http://onforb.es/OmNhiL
3 Lessons in storytelling from Ken Burns
http://bit.ly/QnwYHu
Transitioning from the Written to the Spoken Story
http://bit.ly/Qv9QqS
Digital Storytelling From Soup to Nuts
http://bit.ly/Opp8M0

40. Resources
Purchase today: $7.99
OR Available at: Amazon
www.LoriJacobwith.com
Purchase today: $5
OR Download on
LJacobwith Free Resources page:
LoriJacobwith.com
LJacobwith

41. Coaching from Lori
Even with 30 years
of experience I
always learn
something new.
Lori’s energy is
contagious!
I SEE what’s possible!

42. Clear, Bold Communication
For Nonprofit Leaders
LJacobwith
LJacobwith
Thank you!