Embed Size (px)
DESCRIPTION
Slides from July 22, 2011 keynote at AAFCP conference in Duluth, MN. Topic: Clear, Bold Communication.
Citation preview
Clear, Bold Communication
July 22, 2011
Lori L. Jacobwith
• Nearly 25 years as a communication strategist & fundraising coach
• Measurable: Helped organizations raise $120 million in last 11 years.
• Impact: My work creates environments where people find ease and joy generating support for their mission.
2
3
Thousands of messages barrage us every single day.
4
How can you stand out?
2 by 4 rule
Clear, Bold Communication
6
Clear, Bold Communication
What do you want
supporters to do?
Clear, Bold Communication
Definition
Development: The total process by which an organization increases public understanding of its mission…
~ Source: AFP Fundraising Dictionary, (Association of Fundraising Professionals)
• Telling Your Story - Intro
• Asking – Take Action
• Maximize Relationships – Stay Relevant
• Managing Data
The Secret to Fundraising: Clear, Bold Communication
• Telling Your Story - Intro
• Asking – Take Action
• Maximize Relationships – Stay Relevant
• Managing Data
The Secret to Fundraising: Clear, Bold Communication
Communication
46% of supporters stop supporting for reasons connected
to “a failure to communicate.”
~ Penelope Burk & Cygnus Applied Research
The most overlooked & important component by most organizations.
Communication
Do this in pairs:• Introduce yourself
& the work of your organization.
• You may use up to 3 sentences.
Clear, Bold Communication
Support moves toward boldness and clarity of communication
14
Clear Adjective
1. free from doubt or confusion2. certain in the mind; sure3. 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
Think outside the box
Clear, Bold Communication
Words Create Experiences
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
In 2010, $290.89 billion was contributed to charities in the United States.*
Breakdown of charitable giving:• 5% from corporations• 14% from foundations• 81% from individuals (includes bequests)
*Source : Giving USA, June2011
Support for charitable organizations
1. There’s never enough.
Three Toxic Myths of Scarcity
2. More is better.
Three Toxic Myths of Scarcity
3. That’s just the way it is.
Three Toxic Myths of Scarcity
1. Listen.
2. Connect with your community where they are.
3. Allow your community to spread your messages.
Sharing Your Mission Powerfully
Storytelling
The story provides the argument, the logical rationale for others to provide support
• What was life like before…•What happened?
•What is life like now?
Storytelling Format
Clear, Bold Communication
Six Word Stories
Clear, Bold Communication
“A story is a way to say something that can’t be said any other way.”
~ Flannery O’Connor
NEED exists when something is missing
Why is it important for you to exist?
Clear, Bold Communication
• Stakeholder• Engaged leadership
What is your role? • Observer• Ambassador
Support comes from deep, profound, relatedness.
• What’s Working?
• What’s Missing?
• Share a story that causes people to feel & take action
• Listen
Communication
35
Greatness is not a function of circumstance. Greatness it turns out, is largely a matter of conscious choice & discipline .
Share:One thing that inspired you
One thing you may do differently
36
37
Blog and monthly e-Newsletter
Membership – special offer
Key Note & Breakout Sessions
Customized Fundraising Action Planning Sessions
Connecting with Lori
www.LoriJacobwith.com
952- 949-2105
http://twitter.com/LJacobwith
Lori Jacobwith
Thank you!
