Writing with a Mission: Using Messaging in Nonprofit Marketing to Capture What Makes You Unique
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The document provides marketing lessons for nonprofits, emphasizing the importance of storytelling and expressing a unique organizational personality. Key elements include understanding the audience, crafting meaningful headlines, and using visuals effectively. It includes practical advice and questions to help nonprofits define their brand's character and communicate their message compellingly.
Writing with a Mission: Using Messaging in Nonprofit Marketing to Capture What Makes You Unique
- 1. Writing with a Mission – Using Messages to Capture What Makes You Unique Marketing Lessons For Every Nonprofit: A 2-Part Series Nonprofit Alliance of Monroe County June 10, 2015
- 2. 2Writing With A Mission • June 10, 2015
- 3. 3Writing With A Mission • June 10, 2015
- 4. 4Writing With A Mission • June 10, 2015
- 5. 5Writing With A Mission • June 10, 2015 Messages = Writing = Storytelling
- 6. 6Writing With A Mission • June 10, 2015 7 Lucky Rules To Write By 1. Express a unique personality for your organization 2. Understand your audience 3. Tell stories 4. Features and benefits 5. Meaningful headlines 6. Think about your visuals 7. Write the body copy
- 7. 7Writing With A Mission • June 10, 2015 Express Your Unique Personality (def) Distinctive individual qualities of a person, considered collectively. The overarching feeling you want people to associate with your organization.
- 8. 8Writing With A Mission • June 10, 2015 Express Your Unique Personality
- 9. 9Writing With A Mission • June 10, 2015 Probing Personality Questions 1. If my organization had a theme song or anthem, what would it be? Why? 2. If my organization had a mascot or power animal, what would it be? Why? 3. If my organization were a car, what type and color would it be? Why? 4. If my organization was a celebrity, who would it be? Why?
- 10. Radical Collaborative Fun Formal Exotic Discreet Hi-Tech Heritage Energetic Quiet Simple Subdued Analytical Feminine Raw Audacious Inclusive Mainstream Individual Serious Casual Commonplace Aggressive Homemade Ground Breaking Laid-back Enthusiastic Complex Bright Emotional Masculine Refined Modest Exclusive m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m the nonprofit attribute spectrum A tool to help establish your brand’s personality character traits p.o. Box 231, Aurora ny 13026 info@stonesoupcreative.com tel 212-721-9764 www.stonesoupcreative.com What other adjectives apply? (Feel free to use the back of this paper): 10Writing With A Mission • June 10, 2015 Attribute Spectrum
- 11. 11Writing With A Mission • June 10, 2015 Personality via Color Passion Energy Blood Strength Fresh Nature Harmony Health Creative Jovial Youthful Friendly Fun Hope Happiness Warmth Caution Conservative Corporate Stable Trustworthy Femininity Innocence Expensive Mystery Regal Spiritual
- 12. 12Writing With A Mission • June 10, 2015 Understand Your Audience
- 13. 13Writing With A Mission • June 10, 2015 Audience Personas Sarah Age: 42 Location: Brooklyn Heights Profession: College Professor Education: Highly Educated Hobbies: Choir, Running, Reading Personality: Warm, Generous
- 14. 14Writing With A Mission • June 10, 2015 http://moflow.ca/marketing-persona Audience Personas
- 15. 15Writing With A Mission • June 10, 2015 Understand Your Audience Rainforest Alliance: Follow the Frog https://youtu.be/3iIkOi3srLo
- 16. 16Writing With A Mission • June 10, 2015 Tell Stories! • Values stories • Impact stories • Social Proof stories • Founder stories
- 17. 17Writing With A Mission • June 10, 2015 Values Stories Our Values Collaboration Innovation Accountability Systems Approach
- 18. 18Writing With A Mission • June 10, 2015 Values Stories
- 19. 19Writing With A Mission • June 10, 2015 Impact Stories
- 20. 20Writing With A Mission • June 10, 2015 Impact Stories
- 21. 21Writing With A Mission • June 10, 2015 Commitee on the Shelterless (COTS): From Homeless to a Life Transformed https://www.youtube.com/watch?v=AVeLxikcbQ8 Impact Stories
- 22. 22Writing With A Mission • June 10, 2015 Social Proof Stories
- 23. 23Writing With A Mission • June 10, 2015 Lemonade Stories - Billy Starr https://youtu.be/ceE4OiVskTw • Why was your organization started in the first place? • Who identified the need? • What was that like for them? What were their struggles in the beginning? Founder Stories
- 24. 24Writing With A Mission • June 10, 2015 Lemonade Stories - Billy Starr https://youtu.be/ceE4OiVskTw Founder Stories
- 25. 25Writing With A Mission • June 10, 2015 Before and After VS Emotional Rational
- 26. 26Writing With A Mission • June 10, 2015 source: photoblog.nbcnews.com Food shortages in Malawi are affecting more than three million children. In Zambia, severe rainfall deficits have resulted in a 42% drop in maize production from 2000. As a result, an estimated three million Zambians face hunger. Four million Angolans — one-third of the population — have been forced to flee their homes. More than 11 million people in Ethiopia need immediate food assistance. The African Food Shortage Crisis
- 27. 27Writing With A Mission • June 10, 2015 source: photoblog.nbcnews.com Any money that you donate will go to Rokia, a seven-year-old girl who lives in Mali in Africa. Rokia is desperately poor and faces a threat of severe hunger, even starvation. Her life will be changed for the better as a result of your financial gift. With your support, and the support of other caring sponsors, Save the Children will work with Rokia's family and other members of the community to help feed and educate her, and provide her with basic medical care. The African Food Shortage Crisis
- 28. 28Writing With A Mission • June 10, 2015 Features and Benefits Features Benefits (what it does or has; the facts) (why people buy it; the results) Long-lasting material You won’t have to buy another bag for years! Wide shoulder straps No more sore shoulders Environmentally friendly Feel good about not creating waste
- 29. 29Writing With A Mission • June 10, 2015 Meaningful Headlines ...should do all of the following: 1. Get attention 2. Target a specific audience 3. Contains a complete message, with benefit 4. Entice us to read more
- 30. Nonprofit Leadership Center Offers Unique New Accounting Training Program Turn Your Nonprofit’s Finances Around in 60 Days! 30Writing With A Mission • June 10, 2015 Meaningful Headlines ( Subheads) Blah Better Our Organization’s Success Stories Meet Three Clients Who Won Their Legal Battles With Our Help
- 31. 31Writing With A Mission • June 10, 2015 Meaningful Headlines http://www.charityemailgallery.com/newsletter/national-wildlife-federation-important-news-that-might-surprise-you/#.VUpfc2TBzRa
- 32. 32Writing With A Mission • June 10, 2015 Meaningful Headlines
- 33. 33Writing With A Mission • June 10, 2015 Meaningful Headlines Don't Just Sit on a Board: Stand for Your Mission Retweet, Favorite, Donate: Charitable Giving On Twitter Might Soon Be A Click Away
- 34. 34Writing With A Mission • June 10, 2015 Think About Your Visuals • Identifying the medium for your message: - Using photography to make a statement - Use video to show, not tell • Use images as metaphors
- 35. 35Writing With A Mission • June 10, 2015 Think About Your Visuals - Photography
- 36. 36Writing With A Mission • June 10, 2015 Think About Your Visuals - Photography
- 37. 37Writing With A Mission • June 10, 2015 Think About Your Visuals - Photography
- 38. 38Writing With A Mission • June 10, 2015 Think About Your Visuals - Video DiabetesUK: The 4Ts https://twitter.com/DiabetesUK/status/294732336778588161
- 39. 39Writing With A Mission • June 10, 2015 Think About Your Visuals - Metaphors
- 40. Writing With A Mission • June 10, 2015 Write the Body Copy • Include just enough information about features to describe your program, service or event and provide logistical details. • Continue to include benefits to communicate what’s in it for readers. • Don’t use jargon or acronyms • Break it up into bullets if possible. • Make sure this copy relates to your headline.
- 41. 41Writing With A Mission • June 10, 2015 Write the Body Copy - 'You' CTAs http://www.evergreen.ca/our-impact/food/ CTA
- 42. 42Writing With A Mission • June 10, 2015 Write the Body Copy - CTAs
- 43. 43Writing With A Mission • June 10, 2015 Write the Body Copy - CTAs
- 44. 44Writing With A Mission • June 10, 2015 Before and After Resources
- 45. 45Writing With A Mission • June 10, 2015 Resources (1) HatchforGood.org
- 46. 46Writing With A Mission • June 10, 2015 Resources (2) Moflow http://moflow.ca/nonprofit-copywriting-tips/ Nonprofit MarCommunity http://nonprofitmarcommunity.com/
- 47. 47Writing With A Mission • June 10, 2015 Resources (3) 2014 DoGooder Awards youtube.com/user/nonprofitvideoawards
- 48. 48Writing With A Mission • June 10, 2015 Resources (4) Hemingway App http://www.hemingwayapp.com/
- 49. 49Writing With A Mission • June 10, 2015 Resources (5) Headline Analyzer http://www.aminstitute.com/headline/
- 50. 50Writing With A Mission • June 10, 2015 What will be your next step?
- 51. 51Writing With A Mission • June 10, 2015 Thank You! julia@stonesoupcreative.com facebook.com/stonesoupcreative 212.721.9764 www.stonesoupcreative.com
- 52. 52Writing With A Mission • June 10, 2015 Coming Up Next! Part 2: Let’s Get Visual! Basic Graphic Design Training • Wednesday July 8, 2015 • 9am – 12pm