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Using Stories in Nonprofit Marketing - How to Perk Up Boring Donor Profiles

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Kivi Leroux Miller
Kivi Leroux Miller

The document discusses how to write effective planned giving donor profiles that tell compelling stories. It provides tips on structuring profiles as stories with acts of introduction, obstacles, and resolution. Interview questions are suggested to uncover interesting anecdotes and insights about donors to engage readers. Profiles should focus on donors' personalities and motivations rather than just facts about the cause.

BusinessHealth & MedicineTechnology
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Five Ways to Use Your Best Stories for Marketing & Stewardship Planned Giving Days 2009 National Capital Gift Planning Council Kivi Leroux Miller Stories work because they are sticky!
Seven Ways to Perk Up Your Boring Donor Profiles Kivi Leroux Miller New Title!
Stories Are Great for Nonprofits ,[object Object],[object Object],[object Object],[object Object]
People Hear AND See Good Stories ,[object Object],[object Object]
Three Questions Donors Have
What Do Other People Think?
Do I Fit in with This Group?
Does This Work?
Answer with Stories ,[object Object]
 
 
 
But We Have a Problem A Lot of Planned Giving Donor Profiles are Really, Really Boring.
When Good Profiles Go Bad ,[object Object]
When Good Profiles Go Bad ,[object Object],[object Object]
When Good Profiles Go Bad ,[object Object],[object Object]
When Good Profiles Go Bad ,[object Object],[object Object]
So What Makes a Good Profile? ,[object Object],[object Object],[object Object]
This is Not Serious Journalism ,[object Object],[object Object]
You Aren’t Objective, So . . . ,[object Object],[object Object],Flickr: Colm Bracken
The Profile Process ,[object Object],[object Object],[object Object],[object Object],[object Object],Flickr: africankelli
Article with 25 Interview Questions
Some Questions for Donors ,[object Object],[object Object],[object Object],[object Object],[object Object]
What Else? ,[object Object]
Bad Questions ,[object Object],[object Object],[object Object]
Writing the Profile ,[object Object],[object Object]
Digging for the Nut ,[object Object],[object Object],[object Object],Flickr: re-ality
Act I: ,[object Object]
Act II: ,[object Object]
Act III: ,[object Object]
What Does the Reader Want to Know? ,[object Object],[object Object]
Seven Ways to Unlock the Story
Cocktail Party Hostess
Different/Typical (or Vice-Versa)
The Insightful Anecdote or Quote
Fall Back – Spring Forward
The Action & Reaction
Paint the Scene
Straight Q & A Style
Let’s Fix Some Profiles ,[object Object],Flickr: GodzillaRockit
Seven Keys to Unlock the Story ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Throw the Rest Out! ,[object Object]
Dealing with the Quotes ,[object Object],[object Object],[object Object],“ Unnecessary Quotation Marks” by BarelyFitz on Flickr
You Need a Big Finish ,[object Object],[object Object]
Beware of These Traps ,[object Object],[object Object],[object Object],Flickr: benketaro
Remember What’s Often Missing ,[object Object],[object Object],Flickr: hydrolix
Want Fries with That? ,[object Object],[object Object],[object Object],[object Object],[object Object],Flickr: takaokun
So Now What? ,[object Object],Flickr: star5112
5 Ways to Use Profiles More Creatively ,[object Object],[object Object],[object Object],Make Stories the Nuts and Bolts of Your Marketing and Stewardship
5 Ways to Use Profiles More Creatively ,[object Object],[object Object],It’s All about Their Love for Your Good Cause – Return That Love with Great Success Stories After you get the money . . .
Blog: NonprofitMarketingGuide.com/blog E-News: NonprofitMarketingGuide.com Twitter: kivilm Facebook: Kivi Leroux Miller LinkedIn: Kivi Leroux Miller Slideshare: kivilm Email: [email_address] Office: (336) 499-5816 Let’s keep in touch!

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Using Stories in Nonprofit Marketing - How to Perk Up Boring Donor Profiles

Editor's Notes

  1. How many saw me speak last year? We talked about newsletters, and how to use three different kinds of stories in your newsletters. When Rob asked me back, I thought I’d expand on that a bit. So I started looking into how stories are used in Planned Giving marketing. And what I found was that the overwhelming majority of the stories you tell are donor profiles. And I read a bunch of them. And decided to retitle this talk.