The Rule of Threes: Marketing for nonprofits
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The Rule of Threes: Marketing for nonprofits
- 1. The Rule of Three’s Keeping nonprofit marketing on story and fresh! Marc A. Pitman, FundraisingCoach.com TVI Conference 2011 Twitter: @marcapitman
- 2. More New 501(c)3’s Each Year Statistics from National Center for Charitable Statistics http://nccsdataweb.urban.org/
- 22. Your Stories = Your Culture
- 31. How do you give people a script?
Notas do Editor
- More charities; stable population 801 new 501(c)3's each WEEK for the last 12 years!!
- We still want gifts!
- Donors are increasingly distracted
- Donors much more targeted in their giving; with GLOBAL reach
- Picture of someone intently listening
- Millenia of campfires and pubs have gotten us acclimated to story. KEEPERS OF THE LORE: externally AND internally!!!!
- Why note like this? “Storytelling is in our DNA” Humans are “storytelling primates” Jane Goodall
- In many of our countries, we used to have only one or two, maybe three TV stations.
- Now there are hundreds of channels, not even including Netflix, DVRs, & Hulu.
- So how do you breakthrough?
- Andy Goodman, “ I am Jennifer.”
- Q&A with attendees Hero? Conflict? Obstacle?
- Q&A with attendees Hero? Conflict? Obstacle?
- Q&A with attendees Hero? Conflict? Obstacle?
- Q&A with attendees Hero? Conflict? Obstacle?
- Andy Goodman’s Three Act
- Andy Goodman’s Three Act
- Andy Goodman’s Three Act
- Doug Stevenson calls it “The Phrase that Pays” I am Jennifer Or “Sharpen your pencil” “Will you help us sharpen the pencil for others?” Script it!
- Loosely inspired from Robert Reich’s “Tales for a New America” (1988) Your “Genesis” Story: how did it all start? Your “Balaam” Stories: celebrating glorious failures helps you create a risk taking culture Your “Job” Stories: what heroic suffering have your people endured (staff, clients, donors, whatever) Your “Nehemiah” Stories: your emblematic success stories; how does success look to you? Your “Revelation” Stories: what does your glorious future look like?
- Your “Genesis” Story: how did it all start? Your “Balaam” Stories: celebrating glorious failures helps you create a risk taking culture Your “Job” Stories: what heroic suffering have your people endured (staff, clients, donors, whatever) Your “Nehemiah” Stories: your emblematic success stories; how does success look to you? Your “Revelation” Stories: what does your glorious future look like?
- Your “Genesis” Story: how did it all start? Your “Balaam” Stories: celebrating glorious failures helps you create a risk taking culture Your “Job” Stories: what heroic suffering have your people endured (staff, clients, donors, whatever) Your “Nehemiah” Stories: your emblematic success stories; how does success look to you? Your “Revelation” Stories: what does your glorious future look like?
- Your “Genesis” Story: how did it all start? Your “Balaam” Stories: celebrating glorious failures helps you create a risk taking culture Your “Job” Stories: what heroic suffering have your people endured (staff, clients, donors, whatever) Your “Nehemiah” Stories: your emblematic success stories; how does success look to you? Your “Revelation” Stories: what does your glorious future look like?
- Your “Genesis” Story: how did it all start? Your “Balaam” Stories: celebrating glorious failures helps you create a risk taking culture Your “Job” Stories: what heroic suffering have your people endured (staff, clients, donors, whatever) Your “Nehemiah” Stories: your emblematic success stories; how does success look to you? Your “Revelation” Stories: what does your glorious future look like?
- Your “Genesis” Story: how did it all start? Your “Balaam” Stories: celebrating glorious failures helps you create a risk taking culture Your “Job” Stories: what heroic suffering have your people endured (staff, clients, donors, whatever) Your “Nehemiah” Stories: your emblematic success stories; how does success look to you? Your “Revelation” Stories: what does your glorious future look like?
- “ The more in control we are, the more out of touch we become with customers…” Association of National Advertisers' 2006 Annual Conference http://adage.com/ana06/article?article_id=112404
- People ARE already talking about our organizations! What are they saying? Go where the conversations are! Check out social media. -Create videos with a Flip -upload photos with Flickr (Or Microsoft Photosynth) **Not a fundraising substitute.** Fans, donor evangelists, will use it to fundraise. So orgs should be familiar these tools. Start a blog. Play with Twitter. Seek out colleagues. Seek out people interested in your cause. Most importantly: LISTEN. Use these tools to LISTEN.
- Elevator Pitch: SBS mission * 10 sec / 30 sec * Good exercise **Can sound REALLY canned
- Effective way to group your stories, to speak w/o sounding canned Honesty & Authenticity Helps your donors market your school in ways you’re proud of
- Effective way to group your stories, to speak w/o sounding canned Honesty & Authenticity Helps your donors market your school in ways you’re proud of
- Effective way to group your stories, to speak w/o sounding canned Honesty & Authenticity Helps your donors market your school in ways you’re proud of
- Effective way to group your stories, to speak w/o sounding canned Honesty & Authenticity Helps your donors market your school in ways you’re proud of
- Effective way to group your stories, to speak w/o sounding canned Honesty & Authenticity Helps your donors market your school in ways you’re proud of
- Do you see how this can simplify publications without killing creativity
- Client Stories I helped: picking hoof is communication channel; AYC, starting staff meetings with fresh new stories
- Online Computer Library Center http://www.oclc.org/reports/pdfs/214109usf_how_libraries_stack_up.pdf
- What would happen if all these networks carried YOUR STORY with your themes?