Nonprofit Marketing: Getting Attention Blog

Steve Jobs' Presentation Technique Works Magic for Nonprofit Communicators

2009-11-10T09:01:03-05:00

Many communicators consider Steve Jobs, Apple's co-founder and leader, to be the world's greatest corporate storyteller. One of Jobs' most ardent fans is communications coach Carmine Gallo, who decided to absorb thousands of Jobs' presentations to distill his magic formula.

I'm just finishing up Gallo's recently-released The Presentation Secrets of Steve Jobs and want to share a few of Jobs' most useful strategies with you. They're incredibly useful for program or fundraising communications, whether you're meeting with a major donor or presenting to your board:

Brainstorm before you write a word or slide. Otherwise, your creativity and focus may be derailed by your outline.
Stick to a single concept, the one and one only idea you want your listeners to take away, then support it with three key messages. The concept has to intersect with the interests and/or needs of your base -- that's the point of connection.
Express the concept with a memorable, visual headline or tagline. One of Jobs' most memorable headlines is Macbook Air, the world's thinnest notebook.
Find the story in your theme, frame it in a hero/villain dichotomy and structure it as a three-act play (featuring the three key messages). Doing so makes the story easy and compelling to follow, a smooth journey.
Replace bullet points with a simple word/image combo on your slides. Example: Jobs conveyed the slimness of the Air with an image of the notebook being pulled from an envelope.

Watch Jobs here to see his presentation magic in motion. If you're interested in learning more of Jobs' techniques, I highly recommend Gallo's book!

P. S. Don't miss out on in-depth articles, case studies and guides to nonprofit marketing success -- all featured in the twice-monthly Getting Attention e-update. Subscribe today.

Earthjustice Packs a Visual Punch -- Picture Worth 2,000 Words

2009-11-05T07:29:00-05:00

Take a good hard look at this stellar example of a picture worth far more than 1,000 words.

Believe me, this approach is a welcome reprieve for your network from the endless narrative they're fed from most organizations. Visuals (especially photos) tell more of a story so facilitate the learning process, and are easier to remember and associate with facts. Plus photos like this one pull heartstrings, tweaking emotions as well as reason. We want to make sure these adorable kids in grass-stained jeans stay okay.

Dare to try something different. Replace some of the content you're crafting today with a photo or other visual. Your network will appreciate it, and respond accordingly. Just ask Earthjustice.

P.S. Be first on your block to get soon-to-be-released 2009 Nonprofit Tagline Report when you subscribe to the Getting Attention e-update.

JCC Crisis Communications Mastery Turns a Mess into Magic

2009-11-03T08:10:00-05:00

We're loyal members of the local JCC (Jewish Community Center, a combo YMCA and cultural center) and were taken aback to receive an email a few weeks ago on plans by a Kansas group to picket the Center.

CEO Alan Feldman first contacted us on October 21st to alert us that members of Westboro Baptist Church (WBC) -- an anti-gay, anti-Semitic extremist group from Topeka, Kansas -- were planning to picket on Tuesday, October 27th. Feldman delivered this news with concern, but also with reason and calm. This warm yet professional tone reinforced my faith in him, which was particularly important as he's been in the role just a few months.

In his initial email, Feldman matter-of-factly described the picketing plan and the security strategies in place for that day. He acknowledged that the threat was upsetting but reassured us that there was no real danger.

In his follow-up email the next day, Feldman acknowledged the passion of members' responses but spoke firmly against acting on the many suggestions for a counter-protest. Instead, he invited members to a more productive response; joining area clergy and educators in a community dialogue while the protest was in action. "While we agree that we must speak out against intolerance, we believe that any counter-demonstrations outside will only further their agenda for publicity and dilute our message of tolerance and equality," Feldman said.

The dialogue was attended by more than 150 members and others in the area, whereas the protest didn't interfere with JCC operations. Feldman closed this chapter with a thank you email on October 29th, commending the community for joining together to combat intolerance and bigotry, and thanking those from the police to JCC staff for their hard work in mastering a difficult time. "By not altering our daily routine, we were able to demonstrate our commitment to the Jewish community in a peaceful and powerful way. Thank you for joining us in promoting tikkun olam (repairing the world). Our mission is to build an inclusive Jewish community that celebrates the strength of its diversity," he said

In taking control of a real threat to motivate community-building, Feldman succeeded in turning a negative into a success story. Here are the keys to his success:

He acted quickly, but calmly, on hearing of the planned protest. In addition to ensuring that members weren't surprised or heard it elsewhere, this early response gave Feldman the opportunity to show how the JCC was on top of the situation.
He didn't get his hands dirty by slamming the WBC.
Instead, he (and the JCC overall) took the higher road, using the protest as an opportunity to schedule a community dialogue.
He provided members with enough, but not too much, information. Feldman kept us updated but didn't feed our frenzy with daily or hourly updates. He filtered through only what was useful for us to know.
Feldman took control of the crisis, ending the story on an up note, thanking all who helped the JCC through this difficult time (it was a great opportunity to strengthen bonds with those in the area) and encouraging all members to perpetuate their tikkun olam.

Take a close look at Feldman's examples so you'll be poised to make your next crisis into magic. There will be one, so why not work it to your organization's advantage?

Flickr photo: k763

P. S. Don't miss out on in-depth articles, case studies and guides to nonprofit marketing success -- all featured in the twice-monthly Getting Attention e-update. Subscribe today.

Best First Step into Social Media -- Monitoring Your Nonprofit's Reputation and Issues

2009-11-02T08:31:07-05:00

I had the fantastic opportunity of facilitating a conversation (slides here) on this vital topic at the Communications Network conference recently. Here's the problem we were helping participants to solve:

The daily volume of content and conversations created in social media channels – blogs, Facebook, Twitter and more – is huge, and growing exponentially. These conversations were always happening but you couldn't hear them. Now you can.
You need to know how they cover your organization, leaders, programs, or issues.This is information critical to your decision making.
Beyond listening, you need to respond appropriately, in addition to all your other communications responsibilities.

Making sense of all the content and conversation out there is challenging, but the right listening strategy and tools enables you to filter out the key conversations. That's the first step in any effective social media strategy.

Here are three guidelines for effective listening from panelists Larry Blumenthal, Director of Social Media Strategy at the Robert Wood Johnson Foundation; Laura Braham, Web Officer at the Open Society Institute; and Holly Ross, Executive Director of NTEN: The Nonprofit Technology Network:

How to use what you hear: 1) To better serve your networks by knowing what they're saying to others and to you -- instant audience intelligence; 2) To respond to and/or engage critics; 3) To stay abreast of the latest developments in your area of work.
How to overcome objections that listening is unnecessary: Compile and share online conversation on critical keywords and themes over a week or a month. Provide some concrete examples of how not listening or participating meant that others spoke for (and defined) your organization. Others speaking out is fine, but your organization's voice should be in the mix.
What to listen for and best free listening tools: 1) Google Alerts and RSS feeds (searches blogs, websites) for keywords (org name and URL, issues, leadership names, competitive/colleague org names); 2) Twitter search. Here's more guidance on putting together a one-stop listening dashboard.

Very frankly, avoiding these conversations is just putting your head in the sand. If you do, you're missing hugely valuable insights into the world in which you work and the opportunity to respond to them proactively.I urge you to take these guidelines in hand and get listening today.

P. S. Don't miss out on in-depth articles, case studies and guides to nonprofit marketing success -- all featured in the twice-monthly Getting Attention e-update. Subscribe today.

Join Me Tues. 11/10 in NYC : How to Craft a Potent Tagline for Your Org, Program or Campaign

2009-10-27T20:30:20-04:00

Yes We Can! When a powerful tagline is joined to a compelling mission...nothing is impossible!

Learn how to tell your story in 8 words or less in this hands-on workshop on Tuesday, November 10th, 9:30-1PM at NYC's Support Center for Nonprofit Management. Just a couple of seats are left, so register now!

The power of the just-announced 2009 Nonprofit Tagline Award winners emphasize that a tagline is a terrible thing to waste. Avoid that by learning what makes a strong tagline work and the seven deadly sins to avoid like the plague, both richly illustrated by nonprofit examples. After you work on your tagline and run it through a new diagnostic tool, we’ll open the tagline clinic for Q&A. Hope to see you there!

P.S. Learn how to craft a compelling story for your org in 8 words or less. Subscribe to the Getting Attention e-update today to get the free 2009 Nonprofit Tagline Report on publication; filled with must-dos, don't dos, case studies and 2,500+ nonprofit tagline examples!

Five-Star Arts Marketing Coup: Peak Performances Makes Me Feel Wanted

2009-10-27T07:19:00-04:00

I've blogged before about high-impact marketing from the wonderful Peak Perfs performance series at Montclair Sate University. Now they've done it again.

My husband and I have tickets to hear Cajun/Zydeco music there this weekend, and just received an e-invite to learn Zydeco dancing at a free pre-performance session. Easy-to-organize and a great way to build interest and community, at little cost or effort.

Such add-ons are another potent arrow in Peak Perfs' community-building quiver, complementing its frequent pre- or post-performance discussions which are often held online to extend the opportunity to those who couldn't make the show.

If they keep it up, we may buy all-season tickets next year. It's nice to be courted and engaged.

How can your organization extend itself or its programs or services beyond the standard to engage your network?

P. S. Don't miss out on in-depth articles, case studies and guides to nonprofit marketing success -- all featured in the twice-monthly Getting Attention e-update. Subscribe today.

Newark Mayor Cory Booker Knows How to Engage -- Strong Model for Your Org's Thought Leaders

2009-10-22T14:29:31-04:00

Newark Mayor Cory Booker is one dedicated civil servant, and a personal hero of mine. He's made it his business (and pretty much his life) to move the city to a state of health and works 24/7 to do so.

Two core components of his strategy are engagement and transparency. Booker and his team communicate constantly, via a broad range of channels, to keep supporters informed and involved. Because making Newark a healthy city is his administration's cause.

I recommend that your organization's thought leaders take a cue from his approach. Here's how Booker does it:

Puts himself out there as the public face of Newark. A face enables a connection; a geography doesn't. Are your thought leaders putting themselves out there, in a full and real way, as leading voices on your issues?
Shares his struggles as mayor, and the issues that continue to plague Newark. Again, we can connect with that struggle. Are your leaders sharing the downs, as well as the ups? That's real.
Is out there always communicating, everywhere supporters, citizens, partners may be. Booker's on Twitter (with 845,00 followers of @corybooker) and active on Facebook (with 15,339 supporters). Recent Facebook posts range from a Judy Garland quote to heads up on the opening Nets game at their new venue. A little humor, carefully done, always helps.
Inspires by thinking and talking vision and future, but also shares the concrete tactics he's putting in place to make it happen. This is a rare but potent combination -- the inspirational doer. He shares inspirational quotes, personal hopes and Newark news. Irresistible!
Goes beyond the norm to reach out and engage.
- When Conan O'Brien lambasted Newark, Booker was on it (sense of humor front and center) immediately. He responded by posting a video on YouTube and eventually Hillary Clinton settled the fray. You couldn't buy better coverage. Here's a recap.
- Booker recently launched CoryBooker.com, interweaving content on the city and himself and it's a hit. Particularly compelling is his "day in the life" feature, where Booker shares each day's schedule. The schedule shouts dedication, awareness and hard work.

Consider how your org's thought leaders are communicating. It's likely they can put some of these strategies to work to advance your cause, whether that includes Conan O'Brien or not.

P. S. Don't miss out on in-depth articles, case studies and guides to nonprofit marketing success -- all featured in the twice-monthly Getting Attention e-update. Subscribe today.

Photo: HopefulinNJ on Flickr

The Why Behind the Disconnect -- Supporters Embrace Orgs Online, but Don't Give There

2009-10-21T12:23:18-04:00

A new research report just released by cause branding pros at Cone shows that 79% of those online are behind orgs harnessing email, Web sites and social media to build awareness, grow giving and motivate action. Better yet, 60% of this group has engaged with one or more cause -- from forwarding an email to a friend to purchasing a cause-branded product.

That's all rosy, but here's the disconnect. Despite this high level of interest and awareness of causes online, action lags far behind. Only 18% of users have donated via online media and/or done more to help the cause in another way.

Evidently, it's fear that's keeping them from giving online. That's what the research tells us. But I think the disconnect is much greater than that.

My take is that online media (especially via social media tools like Facebook and Twitter) is more about friendraising than fundraising at this point. Dollar and gift counts are low now but are growing and will continue to do.

If you buy my take, then focus on building communities, not dollars. If you hit too hard on giving, you'll alientate some of your org's friends, and they are hot prospects for future giving. You don't want to lose them.

What's your take on Cone's findings, and what they mean for your online strategy? Please share your thoughts with me via email or the comments box.

13 Nonprofits Honored for Outstanding Taglines: "Nothing Stops a Bullet Like a Job" Pulls Top Honors for Homeboy Industries

2009-10-20T11:11:10-04:00

A nonprofit’s tagline is hands down the briefest, easiest and most effective way to communicate its identity and impact. But this high-impact, low-cost marketing tactic is often overlooked or under-emphasized by nonprofits.

GettingAttention.org’s 2008 survey of nonprofits showed that 7 in 10 nonprofits rated their tagline as poor or didn’t use one at all. The majority of nonprofits not using a tagline indicated that they had not thought about it or couldn’t come up with a good one.

The annual Getting Attention Nonprofit Tagline Awards program was designed to address this missed opportunity, and guide nonprofits to craft an effective tagline. This year's winners were selected from 60 finalists drawn from 1,702 nonprofit taglines submitted to the 2009 Getting Attention Nonprofit Tagline Awards competition. More than 4,800 nonprofit professionals cast votes in the final selection round.

Winning taglines will be featured in the forthcoming 2009 Getting Attention Nonprofit Tagline Report. The free report, due out in November, will also feature:
•    The 10 Have-Tos for Successful Taglines
•    The 7 Deadly Sins – What not to do
•    Over 2,500 Nonprofit Tagline Examples to put to work for tagline brainstorming.

For your free copy on publication, subscribe today to the Getting Attention e-update.

These 2009 award winners demonstrate how powerful taglines can work as a first step in branding or as a highly-effective tool to refresh a nonprofit’s messaging, emphasize its commitment to its work and/or revive tired positioning:

Arts & Culture: Big Sky. Big Land. Big History. —Montana Historical Society
The Montana Historical Society takes its state’s most elemental and distinctive characteristics (Big Sky, Big Land) and deftly melds them with its mission in a way that generates excitement. The result is a tagline with punch and focus. Also, a big hit with voters.

Associations: Building community deep in the hearts of Texans —TexasNonprofits
TexasNonprofits’ tagline tweaks the title of an iconic American popular song from the 1940s and brilliantly connects it to the spirit, passion and mission of the state’s citizenry. A great example of how word play works in a tagline.

Civic Benefit: Holding Power Accountable —Common Cause
Common Cause’s tagline leaves no doubt about the organization’s mission, unique value and commitment. It’s definitive, with a powerful economy of words. An excellent example of the tagline clarifying the nonprofit’s focus, when the organization’s name alone doesn’t do so.

Education: A Mind is a Terrible Thing to Waste® —UNCF -The United Negro College Fund
This 38-year-old tagline from UNCF still rings strong. It elegantly delivers its straight up, powerful message. When your tagline is the boiled-down essence of your argument for support, you’ve achieved tagline bliss. That’s why this one is a classic.

Environment & Animals: Because the earth needs a good lawyer —Earthjustice
Earthjustice capitalizes on what people do understand – that a lawyer protects rights – and uses that framework to dramatically position its role and impact in the environmental movement. And it does so with humor. If your tagline makes people smile or light up, without stepping on your message, then you’ve made an emotional connection…Bravo.

Grantmaking: If you want to be remembered, do something memorable. —The Cleveland Foundation
It’s a rare tagline that manages to recruit people to its cause both unabashedly and effectively. That’s exactly what The Cleveland Foundation pulls off here. Clear, concise, and…memorable! A model for any organization promoting philanthropy.

Health & Sciences: Finding a cure now...so our daughters won't have to.© —PA Breast Cancer Coalition
The PA Breast Cancer Coalition’s tagline is both emphatic and poignant. It strikes a deep emotional chord, and conveys the focus and impact of its work without being overly sentimental. “Finding a cure,” a highly used phrase for health organizations, is bolstered here by the appeal to solve a problem now so future generations won’t suffer from it.

Human Services: Filling pantries. Filling lives. —Houston Food Bank
With simple but effective use of word repetition, the Houston Food Bank clarifies its work and impact. It delivers on two distinct levels—the literal act of putting food on people’s shelves and the emotional payoff to donors and volunteers. An excellent example of a mission-driven tagline.

International, Foreign Affairs & National Security: Send a Net. Save a Life. —Nothing But Nets
Short, punchy and laser-sharp, the Nothing But Nets tagline connects the action with the outcome. It’s inspirational in the simplicity of its message and its reason for existing. The kind of tagline nonprofits should model.

Jobs & Workforce Development: Nothing Stops A Bullet Like A Job —Homeboy Industries
Homeboy Industries’ tagline is a mini-masterpiece, telling a memorable story in just seven words. It stops you in your tracks, makes you want to learn more and sticks with you afterwards. That’s the kind of potent nonprofit messaging every organization desires.

Media: Telling stories that make a difference —Barefoot Workshops
If your organization’s name is vague, it’s critical that your tagline be distinct. Barefoot Workshops’ tagline sums up the transformative power of stories to create change in people and their communities, so clarifying the organization’s focus. Saved by the tagline!

Religion & Spiritual Development: Open hearts. Open minds. Open doors. —The people of The United Methodist Church
The work of religious organizations often operates on several planes at once — a challenge for any organization and its messaging. Here, The people of The United Methodist Church delivers a tagline trinity that supports its applied faith mission and is warm, enthusiastic and embracing.

Other: A head for business. A heart for the world. —SIFE (Students In Free Enterprise)
If an organization’s identity contains within it a distinct contrast between its key characteristics, that’s often good tagline material. Here, SIFE surprises with its crystal-clear tagline that not only conveys what’s unique about it but also capitalizes on the contrast between profit and compassion.

Here is more information on the Nonprofit Tagline Awards Program and Report.

Reach Out via Right Place, Right Way Communications

2009-10-19T15:31:53-04:00

Yesterday, as I finished up post-swim in the JCC (Jewish Community Center) locker room, I saw cards on the counter from the Rachel Coalition stating "Love Shouldn't Hurt." That got my attention.

The Rachel Coalition is a regional organization working to help domestic violence victims and their children find haven and work towards a new, safe life. Unfortunately, domestic violence remains a taboo and women are frequently ashamed to admit they are victims, even to themselves.

So what better place than a locker room -- where women are likely to feel as relaxed as they'll get (post workout) and as safe as they can -- to spread the word on the Coalition's services. But the Coalition went beyond the right place, putting a lot of thought into designing the cards. The front is quite discrete and likely to be overlooked by those who aren't victims. It's only when you open the card that you see the services and support offered. And the cards small size makes it easy to tuck it away in a hand or pocket.

Even better, the invitation to consider turning to the Coalition for help is reinforced by this poster women see as they exit the locker room.

This is a powerful example of strategic but low cost right place, right way communications. Let the Rachel Coalition's locker room campaign inspire your organization to communicate more effectively.

P. S. Don't miss out on in-depth articles, case studies and guides to nonprofit marketing success -- all featured in the twice-monthly Getting Attention e-update. Subscribe today.