This document provides guidance for non-profit organizations on effective communication and outreach. It emphasizes the importance of first impressions, genuine connections, active listening, and avoiding sales tactics. It recommends focusing communications on the value provided rather than superficial attributes, using clear language, and proofreading messages. The document also offers tips for crafting compelling emails, meeting requests, and job postings by focusing on the benefits and needs of the other party. Finally, it discusses developing a clear brand vision, personality, positioning, and target audience for an organization.

2. #NFPWORKSHOP

3. mage [File 01 Full
Service]

4. Image [File 02 HBR]

5. First impression.
Connection.
Frontline.

6. Pay attention to language.

10. Be genuine about who
you really are.

11. And this above
all, to thine own
self be true.
(Hamlet, William Shakespeare)

12. Know the legitimate value
of what you provide.

14. Have insights based on
research and analysis.

15. Image [File 03
American FactFinder]

16. Listen actively, consider
carefully and respond
succinctly.

17. Avoid sales speak

19. Limit prepositions

20. Avoid very

22. Absolute
Amazing
Awesome
Fabulou
s
Fantastic
Incredible
Magnificent
Real Te
rrific W
onderful

23. Watch out for forms of the
verb “to be”
(am, are, is, was, were, being and been)

24. Don’t try to impress with
jargon or big words.

26. Proofread
1 | Understand message
2 | Check readability, clarity,
unity, conciseness
3 | Check style and format
4 | Safeguard message

28. Have a specific decision
in mind.

29. Start with your
conclusion.

30. Provide your supporting
argument in chunks.

31. Bolster each argument
with evidence.

32. Repeat your conclusion
as a “call to action.”

33. Include the benefit in the
subject line.

34. Asking for intro?
Explicit ask
Compelling context
Boost credibility
Appreciation
Template email

35. Asking for feedback?
Show that you know them
Make request specific
Make request easy
to answer

36. Asking for a meeting?
Offer value
Explain context
Ask for small amount of time
Make it convenient for them
Recognize their time

41. What business need will the right
person solve?
How to measure success to recognize
a top performer?
Common attributes of top performers?
Why would performer want this job?

47. BRAND VISION
Doing the most good.
BRAND PERSONALITY
Passionate // Compassionate // Brave
Uplifting // Trustworthy.

48. BRAND POSITIONING
To those who want to positively affect
their world, The Salvation Army is the
charity that maximizes contributions.
BRAND AFFILIATION
Informed individuals who want to
positively affect their world.

50. #NFPWORKSHOP