lori jacobwith clear bold communication for nonprofit leaders nonprofit day erie pa oct2012

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

Purchase today: $7.99 OR Available at: Amazon

Purchase today: $5 OR Download on Free Resources page: LoriJacobwith.com

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