The Five Communications Tools
Your Nonprofit Can’t Live Without
10th Annual Northwest PA Nonprofit Day
The Nonprofit Partnership
Thursday, October 21, 2010
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I don’t believe in cookie cutters, but…
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The essential
1.
2.
3.
4.
5.
5
Passion
WOM
Website
E-broadcasts
Annual reports
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1. Passion
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How do you show passion?
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2. Maximize WOM
“People don’t want to go
to the telephone book
to pick a lawyer.
Or a real estate agent, an
accountant, a chiropractor, or
an insurance agent, or a dentist,
or a mechanic.”
The World’s Best Known Marketing Secret:
Building Your Business with Word-ofMouth Marketing, Ivan R. Misner
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“When enough
individuals arrive at
the same gut feeling, a
company can be said
to have a brand.
In other words, a
brand is not what
you say it is. It’s what
they say it is.”
The Brand Gap,
Marty Neumeier
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Elements of WOM
Good work
Wrap it in stories
Answer the phone
Dress appropriately
Make opportunities for people to talk
Grapevine: The New Art of Word-of-Mouth Marketing,
Dave Balter and John Butman
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Stay in touch
Emails
Lunch
Letters
Phone calls
Invitations
Events
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How do you make a reputation?
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BUT…
Ford Motors estimates an unhappy customer
tells 22 people. A happy one only tells eight.
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3. Your website
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Who’s it for, really?
Readable?
Logical?
Useful?
Measurable?
Experiential?
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Don't Make Me Think!
A Common Sense
Approach to Web
Usability
www.sensible.com
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TIF F
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4. E-broadcasting
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http://email-marketing-servicereview.toptenreviews.com/intellicontactreview.html
www.schwartztalk.com/matriarch/MultiPiecePage.as
p_Q_PageID_E_33_A_PageName_E_eblast11 (Gigi
won’t let me forget Baltimore, Pt. 1 and Pt. 2)
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What do you have to say?
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5. Annual reports
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A successful annual report will illustrate
how the nonprofit is changing lives and truly
making a difference within the community
it serves.
When done properly, the annual report
will enroll donors into funding its legacy and
volunteers and stakeholders into supporting
its vital mission.
R. Trent Thompson
Midwest somewhere
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Purposes of an Annual Report
To convince people
that you deserve:
– Money
– Action
– Hearts & minds
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Who’s the target?
Current donors
Prospective donors
People of influence
Others?
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How?
Key elements:
Inspiring letter
Successes/accomplishments
Continuing/new vision
How the reader/donor made it possible
Lots of “thank you s”
Interesting financials
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Resources
Raising More Money with Newsletters
than You Ever Thought Possible,
Tom Ahern, Emerson & Church.
www.nonprofitannualreports.net/
Kivi Leroux Miller. She’s everywhere,
selling everything!
www.fundraising123.org/article/what-doabout-lists-your-annual-report
www.nonprofitmarketingguide.com/resou
rces/annual_reports/annual-reports-bysenior-services-organizations/#more-45
all kinds of examples of ARs, by field
www.sidcato.com/ Everything AR, with
smart opening: “Number one goal of an
Annual Report: Its cover must demand,
open me, read me!”
• Publishing the Nonprofit Annual
Report: Tips, Traps, and Tricks of the
Trade, $28, $10 used on Amazon.
• www.taprootfoundation.org/npo/cata
log/marketing_annual_rpt.php grants
to do annual reports through pro
bono volunteers
• http://messagecom.wordpress.com/2
008/01/31/will-your-annual-reporthit-the-recycling-bin-before-it-getsread/ title says it all; she’s in Canada
• www.gettingattention.org/my_weblo
g/2008/04/how-to-make-you.html
putting ARs online, by Nancy
Schwartz, no relation.
• www.practitionerresources.
org/cache/documents/36797.pdf
The Enterprise Foundation, a nice
downloadable booklet on how to
do annual reports
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for your time and attention.
Write me, really: Rick@SchwartzTalk.com
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