developing a message to win more supporters for your...

Developing a Message to Win More Developing a Message to Win More Supporters for Your CauseSupporters for Your Cause

A Workshop with Mal WarwickCraigslist Foundation Nonprofit Boot Camp

UC Berkeley, August 19, 2006

Copyright © 2006 by Mal Warwick

Craigslist Foundation Nonprofit Boot Camp, 08-06

This workshop is not about This workshop is not about trends, fads, or the newest trends, fads, or the newest marketing gimmicks.marketing gimmicks.


You will not learn today about electronic You will not learn today about electronic wizardry, spectacular new techniques wizardry, spectacular new techniques birthed in corporate America, or magic birthed in corporate America, or magic spells to make your organizationspells to make your organization’’s name s name a household word all across the land. a household word all across the land.


This workshop will show you how to This workshop will show you how to apply timeapply time--tested marketing tested marketing principles to the greatest possible principles to the greatest possible advantage for your organization. advantage for your organization.


How many legs does this elephant have?How many legs does this elephant have?


TodayToday’’s agendas agenda


1) Vision and mission1) Vision and mission


The cornerstones of nonprofit successThe cornerstones of nonprofit successVision & mission Staff & volunteers1 2

Your organization

Funding 3 Programs4


People respond to vision and missionPeople respond to vision and mission

VisioVisionn:: How will the world be different ifyou receive all the resources you need tofulfill your vision?

MissioMissionn:: What is the essence of your workto advance toward your vision?

ExerciseExercise

What is your vision?What is your vision?What is your mission?What is your mission?


2) Research2) Research


ResearchResearch

Formal market research– Quantitative– Qualitative

Informal research


Formal market researchFormal market researchPhone or mail surveysOnline surveysFocus groupsMall interceptsOne-on-one interviews


Informal researchInformal research

Random surveysQuestionnairesRandom calls to donorsDonor consultation groups


3) SWOT Analysis3) SWOT Analysis


SWOT AnalysisSWOT AnalysisINTERNAL

Strengths Weaknesses

Opportunities Threats

EXTERNAL

ExerciseExercise

SWOT Analysis


4) Organizational identity4) Organizational identity


Your identity starts with your nameYour identity starts with your name

What does your name mean?How long is your name?Is a short form possible?Do you use initials – and are they “IBM?”What do you really call your organization?Do outsiders call it that, too?


More about organizational identityMore about organizational identity

Your “look”– Logo– Typeface– Imagery

Your tagline or sloganYour “story”


5) Unique Competitive Advantage5) Unique Competitive Advantage


Who are you, and what do you do?Who are you, and what do you do?

How do you describe your organization?What service or product do you provide?Who are the beneficiaries of your work?How long have you been in business?What is your track record?What is special about your organization?


Now, how does your organization Now, how does your organization stack up against your competition?stack up against your competition?


Unique Competitive AdvantageUnique Competitive AdvantageWhat does your organization do better than every other organization in the world?– As defined by something you dodo?–– WhereWhere you do it?– For whomwhom you do it?– How muchmuch of it you do?–– HowHow you do it?–– How wellHow well you do it?

ExerciseExerciseWhat is unique about your organization?


6) Positioning6) Positioning


PositioningPositioning

“We’re #2. We try harder.”“The quicker picker-upper”“When it absolutely, positively has to get there overnight.”“The good neighbor people.”“You’re in good hands with Allstate.”“When you care enough to send the very best.”


Positioning Positioning –– nonprofit stylenonprofit style

“A mind is a terrible thing to waste.”“Family is our middle name.”“Only you can prevent forest fires.”“Explore, enjoy and protect the planet.”“Finding the ways that work.”

ExerciseExercise

Write a positioning statement for your organization


7) The 7) The ““elevator rapelevator rap””


What do you say on an elevator?What do you say on an elevator?

How can you describe your organization in less than 30 seconds?How can you motivate a stranger to take interest in your organization?How can you touch the heart, the head, and the spirit?

ExerciseExercise

“The elevator rap”


The The ““elevator rapelevator rap””

Practice with colleaguesPractice with family membersPractice with strangersOrganize a game of it, with prizes

Special OfferSpecial Offer

Monthly online fundraising newsletter free

Just hand me your business card

Or write your email address and details on a slip of paper


Time for questions now!Time for questions now!

For more information, contact:Mal Warwick Associates2550 Ninth Street, Suite 103Berkeley, CA 94710-2551Phone + 1 (510) 843-8888Email [email protected] www.malwarwick.com

mailto:[email protected]

http://www.malwarwick.com/

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