once upon a time in nonprofit marketing: the role of storytelling
TRANSCRIPT
@juliareich
julia@ stonesoupcreative.com
stonesoupcreative.com
Once Upon a Time in Nonprofit Marketing: The Role of Storytelling
RCSM 150 - Introduction to Nonprofit Leadership & Management
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Communications...
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1. Differences between • Marketing • Communications • Public relations
2. How to tell the stories that will help your nonprofit raise more money
Agenda
Audiences
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• Members• Volunteers• Advocates
• Participants • Partners
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1. Strategic - Marketing Plan
2. Figuring out who your audience is
3. Creating messages and visuals that best reach those audiences
4. Putting those messages and visuals where your audiences are most likely to find them
Marketing is...
Ice Bucket Challenge
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1. Creates a positive image or reputation
2. Precedes marketing by laying the groundwork
3. Reaches audiences:• Community leaders and influencers
• Elected or appointed decision-makers
• Community organizations and agencies
• Members of the media
Public Relations...
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1. Underlies both marketing and public relations
2. Is more tactical, focusing on the tools and channels used to deliver the messages and visuals - the implementation of the marketing strategy
3. Needs to be consistent and constant
Communications...
2014 ANNUAL REPORT
Storytelling
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1. The stories already exist - use your own real people!
2. What has changed in their lives because of their involvement with your nonprofit?
3. BUT it’s about the people you serve or the people who help you deliver your mission- NOT you the nonprofit
Photo: NatalieMaynor/Habitat for Humanity via Flickr
Storytelling: PrathamUSA
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prathamusa.org
Storytelling - Because I am a Girl
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planusa.org/becauseiamagirlhttps://www.youtube.com/watch?v=pQrQGIXv-es&index=17&list=UU5sGihAlheCbMXbeTSvGGAg
Storytelling - The Girl Effect
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girleffect.orghttps://www.youtube.com/watch?v=1e8xgF0JtVg
Storytelling: Data-Driven (static)
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http://visual.ly/palm-beach-opera-50th-anniversary-season
Storytelling: Data-Driven (interactive)
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nytimes.com/interactive/2010/10/21/opinion/20101021_Oplunch.html?_r=0
Storytelling: Data-Driven (share graphics)
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Thank You
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EMAIL [email protected]
PHONE 212-721-9764
WEB stonesoupcreative.com
FACEBOOK facebook.com/stonesoupcreative
Resources
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Beth Kanter's Pinterest Board and Blog
www.pinterest.com/kanter/nonprofit-infographics/
www.bethkanter.org/dyi-infographics/
nonprofitmarketingguide.com
http://www.nonprofitmarketingguide.com/resources/storytell-
ing/three-stories-every-nonprofit-should-know-how-to-write/
Social media awareness that works:
S’mores in the Outdoors
www.linkedin.com/profile
view?id=14852387&trk=nav_responsive_
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