mission-driven messaging · 2018-01-24 · mission-driven messaging new jersey education foundation...

1www.GrowthforGood.com

MISSION-DRIVEN MESSAGING

New Jersey Education Foundation Partnership

J a n u a r y 1 9 , 2 0 1 8

Growth for GoodBuilding Strength in Organizations

www.growthforgood.com


ABOUT US

provides strategic planning, fundraising, government relations, marketing, and communications expertise so that organizations can focus on what they do best: good work.

Our goal is to strengthen our clients’ abilities to effectively and efficiently serve their missions. We have worked with many nonprofit organizations, including:

Growth for Good


WORKSHOP AGENDA

INTRODUCTION (10:00-10:15am)• Welcome/Objectives/Introductions

MISSION-DRIVEN MESSAGING (10:15-10:45am)• Brand Personality & Purpose• Mission and Vision

EXPRESSING YOUR PURPOSE (10:45-11:00am)• Examples of Storytelling

BRANDING PROCESS (11:00-11:15am)

PEER PANEL DISCUSSION (11:15-11:30am)

Q&A (11:30am-12:00pm)


TODAY, YOU WILL LEARN:

This workshop will help you consider how to build your organization's public image with strategically targeted, engaging identity and messaging created to build brand awareness and support.

This workshop will focus on best practices for building a strong brand purpose and personality, from critiquing your most essential positioning language to evaluating the images and stories you share with donors, clients, and other stakeholders.

Expected Outcomes:

1. Learn the differences between a statement of mission, vision, and purposeand how they align your brand's actions, behaviors, and communications.

2. Learn a three-step process to engaging your stakeholders in writing inspiring

brand messaging.



IF YOUR FOUNDATION WERE A PERSON, HOW WOULD HE/SHE DRESS?

If our brand were a person, would

it be male or female?

How would he or she dress?

Explain your rationale for the articles of clothing and accessories you selected.



WHAT MAKES THESE TWO RETAILERS DIFFERENT?



BRAND PERSONALITY AND PURPOSE ARE

AT THE CORE OF THE BRAND EXPERIENCE

It is…Who you areWhat you look likeWhat you feel likeWhat you sound likeHow you act and behaveWhat you say and how you say it

It is pulled through all implementation

and across all audiences.



WHAT IS BRAND PERSONALITY?

A brand’s personality is the set of traits and characteristics that make it unique.

Always expressed in human terms, the brand’s personality:

• differentiates a brand in the market, driving initial customer awareness and ongoing loyalty

• sets customer expectations, providing them with something to believe in

• connects customers to the brand on an emotional level



Activity:

Share two to three personality traits that best describe your foundation’s brand personality traits with another member.



WHAT IS BRAND PURPOSE?

The brand purpose is the unifying statement that speaks to our brand’s reason for existence. It is:

• the one expectation that aligns all brand actions, behaviors and communications

• aspirational and achievable and motivates the

long-term goal for the brand

• not a headline, tagline, or copy that any external

customer will ever see, but should be inherently true


VISION

Vision Statement:

The vision statement should establish the long-term direction that guides every aspect of daily operations by expressing the organization's optimal goal.

Your vision is all about what is possible — about potential. The vision statement will both motivate and inform action.


MISSION

Mission Statement:

It should clearly define what will be accomplished, what you are going to do, and why you are doing it. Explain your overarching outcomes.

While your mission statement tells your purpose, your vision statement should suggest your destination.


VISION

We envision a world where…

Our vision is for our foundation to become…


PURPOSE

Example:

Our vision is a community where __________________.

To bring that vision into reality, we do __________________

for ________________ in the ___________.


VALUES

Values Statement:

Look outside the organization to the visionary outcomes you want to create for your community.

Look inside to ensure that work is done to model the behaviors you want to see in the world or in your community.


SHARE YOUR VISION & MISSION

What's your vision for your best possible future?

How has your foundation truly made a positive impact in society?

Who was involved in drafting your mission statement?

What feels the most authentic?

Would everyone agree?

Activity:

Share your foundation’s mission and vision with another member.


MISSION

Sample Mission Statements:

• The Morris Educational Foundation enhances educational opportunities for more than 5,200 students in all 10 schools of the Morris School District. It is our mission to enrich and inspire the academic pursuits of all our students, from preschool through high school.

• Our mission is to inspire and fund innovation that fosters critical thinking, collaboration, and authentic learning experiences for every student in the Lincoln Public Schools.

• The Education Foundation of Indian River County (EF-IRC) is a nonprofit organization that works to enhance our community’s investment in our schools with the goal of achieving excellence for students and educators.

• The Mission of the Hillsborough Education Foundation is to engage business and community partners in the support of Hillsborough County Public Schools and the academic achievement of all its students. Our vision is that Hillsborough County will be recognized for its excellent public schools and as a community committed to having every one of its students succeed.

• Our mission is to advance excellence, create champions, and build strong community support for lasting change in Oklahoma City Public Schools.


EXPRESSING YOUR PURPOSE

Vision as Tagline



Marketing That Builds Community



Inspired Print



Digital: Enews/Web



Branded Events & Campaigns



Social Media

Acquiring Younger Supporters: Alumni, Young Parents

Campaigns: Kickstarter, Text to Pledge, GivingTuesday



Sample Videos

https://www.youtube.com/watch?v=LyIuTmJ2OhQ

https://www.youtube.com/watch?time_continue=31&v=whi6XRCCegE

https://www.youtube.com/watch?v=2ttu1-OYGr8



Example:

Save the Bay, by Flip Video

Digital Storytelling

It uses photos, video, film, or found materials, combined with voice-over narration, to convey powerful, evocative stories with a rich emotional dimension. Allows everyday people to share aspects of their story.

https://www.youtube.com/watch?time_continue=10&v=u8IEykapya4



Sample Video

Example:“Breathe,” by Repower America

https://www.youtube.com/watch?v=DruAVXatMCI


OUR BRANDING PROCESS


OUR BRANDING PROCESS

ASK YOURSELFWhy do we want to write or revise our mission or vision statement?Who would have a unique perspective that should be involved or provide feedback?Who should spearhead this process?Who has the final authority to approve?

THREE-STEP PROCESS

1. IMMERSE: Gather a group and define your brand personality and values, share stories about the impact that your foundation makes, and get to the essence of what makes your foundation different: “brand purpose.”2. BRAINSTORM: Create a list of characteristics, values, and key words; draft several mission statements; discuss what about each is the most compelling and why.3. EVALUATE: Share your draft with many others to get feedback and consider edits, and then vote or come to consensus.


YOU NEED A POSSE, NOT A

LONE RANGER!

“Great vision with mediocre peoplestill produces mediocre results.”

~ Jim Collins, Good to Great


PEER PANEL DISCUSSION

Georgette Gilmore

Communications Director, Montclair Fund for Educational Excellence (MFEE)

MFEE's overall goal is to raise funds to help support the Montclair Public Schools district provide a high-quality education for all students. MFEE's core principle is that collaborative networks - between educators, families and individuals, community groups and local businesses - best contribute to the success of an educational community.

Jean Holtz

President, Freehold Borough Education Foundation

The mission of Freehold Borough Educational Foundation is to plant seeds of educational excellence by supporting creative teaching efforts, innovative student development activities, and enhanced community/school partnerships.

Lee Lusardi Connor

President, Education Foundation of Morris Plains

The mission of the Foundation is to ensure the highest level of educational innovation supporting students, faculty, and staff with community involvement by generating and distributing financial and other resources to and for the Morris Plains School District in order to build a partnership of lifetime learning.


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Growth for GoodBuilding Strength in Organizations

www.growthforgood.com

mission-driven messaging · 2018-01-24 · mission-driven messaging new jersey education foundation...

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