Sarah Durham, Brandraising expert and founder of Big Duck: Smart Communications for Nonprofits, will share how you can apply best-practices from the for-profit world and will show us how marketing and branding effectively can be the key to your organization's success.
Based on her book "Brandraising: How to Raise Money and Increase Visibility through Smart Communications," this workshop will challenge you to think about what's unique about your organization and why a teen should be interested in joining it. You'll hear about ways to create the kind of compelling message that expresses the personality of your organization, attracts new members, and takes it to the next level.
5. Hello!
• Your name, title, organization
• Your org’s elevator pitch (2-3
sentences, please)
• Why you’re here today
• Do you have a communications
dept?
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22. Blue slide: be clear about what you want
to say as an organization, and how you
want to say it.
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39. Takeaway
Positioning and personality can drive
your communications and connect it
all back to your mission
Exercise
Define your positioning and
personality as a team and then
assess your materials against them
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45. Takeaway
Your brand is visuals + messaging,
institutionalized through a style guide
and trainings
Exercise
Articulate them all using positioning
and personality, then define in style
guide
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47. How teens communicate
Method of communications teens would miss if taken
away:
1. Meet “in person” (58 percent ranked it No. 1)
2. Texting (28 percent)
3. Talk on the mobile phone (5 percent)
4. Facebook (5 percent)
5. Talk on the home phone, email, video chat, chat,
Twitter (tie at 1 percent)
http://www.ericsson.com/thecompany/press/releases/2012/01/1575273
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51. Mobile phones are the
new smoking
• 59% of boys and 47% of girls—said their calls last
less than four minutes
• 23% of respondents engage in video chats
• 83% of those who answered yes, do so at
leaste once a week
• Teens use Facebook emotionally—as an
extension of their real life
http://www.ericsson.com/thecompany/press/releases/2012/01/1575273
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52. Smartphones
• 23% of teens age12-17 own
smartphones
• 31% (ages 14-17)
• 8% (ages 12-13)
http://pewinternet.org/Reports/2012/Teens-and-smartphones
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62. Takeaway
Research can tell you more about
them so you can communicate on
their terms, not yours
Exercise
Create user personas, then test
your materials against them
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