Clear, Bold Communication
For Nonprofit Leaders
Who is here?
Lori L. Jacobwith
• 25+ years as a communication strategist & fundraising coach
• Measurable: Since 2001 I’ve helped organizations raise nearly $200 million from individual donors. And counting.
• Founder of the Ignited Online Fundraising Community - 2009
LJacobwith
LJacobwith
What does Lori do?
LJacobwith
LJacobwith
Speaking, Training, Webinars
Coaching for fundraising professionals
Being a part of this community reminds me to put into action all the things I’ve learned & don’t always use. It’s an incredible resource! ~ Debbie
What we will cover today
Biggest Communication Challenges?
Thousands of messages barrage
us every single day.
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How can you stand out?
What do you want
supporters to do?
What people want when they support a cause:
To make a difference
To feel personally connected to something greater than themselves
To feel useful
To get the warm glow of giving
Great Gaping Disconnect
~ Katya Andresen, Network for Good
What people get when they support a cause:
A tax receipt
Statistics, facts & figures
A newsletter…sometimes
An appeal to give (more) money
There needs to be more of what people want in their experience with us.
Great Gaping Disconnect
The Secret to Fundraising:
Clear, Bold Communication
Support moves toward boldness and clarity of communication
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• Telling Your Story - Intro
• Asking – Take Action
• Maximize Relationships – Stay Relevant
• Managing Data
The Secret to Fundraising:
Clear, Bold Communication
Clear, Bold Communication
46% of supporters stop giving for
reasons connected to “a failure to
communicate.” ~ Penelope Burk & Cygnus Applied Research
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Communication Tool #1
Do this in pairs:
• Introduce yourself & the work of your organization.
• You may use up to 3 sentences.
Clear, Bold Communication
Words Create Experiences
2 x 4 Rule
Clear, Bold Communication
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Clear Adjective
1. free from doubt or confusion
2. certain in the mind; sure
3. easy to see or hear; distinct
4. evident or obvious
Collins Essential English Dictionary
2nd Edition 2006 © HarperCollins Publishers 2004, 2006
Clear, Bold Communication
Bold Adjective
1. courageous, confident, and fearless
2. immodest
3. standing out distinctly; conspicuous
Collins Essential English Dictionary
2nd Edition 2006 © HarperCollins Publishers 2004, 2006
Clear, Bold Communication
Utilitarian…
Communication
… or inspiring?
Communication
Use this clear value statement & introduce again: [different partner]
“We are (who?).
We specialize in working with (whom?)
We help them (to do what?)."
Clear, Bold Communication
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Communication Tool #2
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Storytelling: Primary way of learning
Mission Moments http://bit.ly/RTwVVE
Andy Goodman
Andy is best known for his speeches and workshops on storytelling, presenting, design and strategic communications.
Storytelling
http://video.google.com/videoplay?docid=-289257716014946841#
Lori’s Storytelling Criteria
• Tell a story about an actual person using name/age/descriptors so your listener can visualize.
• Use words that emotionally connect the listener to your work and the person you’re speaking about. No jargon.
• Shares specific examples of YOUR work and how it makes a difference in the life of a real person.
• The story must be short – 2 minutes or less.
Boring2Brilliant.com
Storytelling
Knowledge alone
does not cause
people to take
action.
• A relatable protagonist
• Lots of conflict
• A loathsome villain
• Telling details
http://www.nonprofitmarketingblog.com/comments/the_4_parts_of_a_great_story/
Four parts of a great story
Mark Rovner, Founder & CEO Sea Change Strategies
Storytelling
In teams of two:
• Tell your story.
• Receive coaching & feedback.
• Switch and 2nd person tell story.
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Communication Tool #3
Six Word Stories
Storytelling: Less is More
Lori’s:
Tells powerful stories to raise millions.
Worry is not a fundraising strategy.
Community service org helping vets:
War damaged Jim. We restored him.
Inspired by Hemmingway:
Baby shoes. Never worn. For sale.
Yours?
Clear, Bold Communication
“A story is a way to say something that can’t be said any other way.”
~ Flannery O’Connor
Fundraising is deep, profound, relatedness.
~ Lynne Twist, The Soul of Money
Resources
How to Create Fresh Stories for your Nonprofit http://bit.ly/Nw0ET0
Why Storytelling is Essential for Business Leaders http://bit.ly/QKp7yl
The Rise of the Corporate Transmedia Storyteller http://onforb.es/OmNhiL
3 Lessons in storytelling from Ken Burns http://bit.ly/QnwYHu
Transitioning from the Written to the Spoken Story http://bit.ly/Qv9QqS
Digital Storytelling From Soup to Nuts http://bit.ly/Opp8M0
Resources
www.LoriJacobwith.com
LJacobwith
LJacobwith
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Coaching from Lori
Even with 30 years of experience I always learn
something new.
Lori’s energy is contagious!
I SEE what’s possible!
Clear, Bold Communication
For Nonprofit Leaders
Thank you!
LJacobwith
LJacobwith
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