Can Your Board Tell Your Story?
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Sponsored by: Can Your Board Tell Your Story? Dalya Massachi and Linda Lysakowski May 22, 2013 Twitter Hashtag - #npweb Part Of:
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Board members often don’t want to ask for funds, but when it comes to raising friends for your organization, most of them are eager. But, do they know how to tell your story? Here are some things board members can do: • Develop their own 30-second elevator speech about your organization • Present “just the facts, ma’am” fact sheet to a local business person • Speak with passion about your organization to potential donors
Transcript of Can Your Board Tell Your Story?
Sponsored by:
Can Your Board Tell Your Story?
Dalya Massachi
and
Linda Lysakowski
May 22, 2013
Twitter Hashtag - #npweb
Part
Of:
Sponsored by:
Advising nonprofits in:
• Strategy
• Planning
• Organizational Development
www.synthesispartnership.com
(617) 969-1881
INTEGRATED PLANNING
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Coming this June
Sponsored by:
Today’s Speakers
Dalya Massachi Founder
Writing for Community Success
Hosting:
Sam Frank, Synthesis Partnership Assisting with chat questions: Jamie Maloney, Nonprofit Webinars
Linda Lysakowski President
Linda Lysakowski, LLC
Part
Of:
Dalya Massachi
Linda Lysakowski, ACFRE
SUSTAINABLE FUNDRAISING INSTITUTE Fundraising webinars delivered on behalf of our
strategic partners, including:
The Co-Founders: Ellen Bristol
Lynda Lysakowski
Dalya Massachi
Ellen Linda Dalya
Poll: Do you have a case for support (your story)?
1. Yes, we have a written case for support we use as a source for all our fundraising materials
2. We are in the process of developing/refining our case
3. We know we need one but haven't done it yet
4. We’re not sure what a case for support is and how it is used
Agenda
I. What is Your Story?
II. Why Is It Important for the Board to be Able to Tell Your Story? III. Who Should They Tell It To?
IV. What is the Best Way to Tell It?
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Does it really matter how you present your case
(tell your story)?
Click the link in your chat box:
http://www.youtube.com/watch?v=Hzgzim5m7oU
9 ©2012
The Case: Definition
case (n.): The reasons why an organization both needs and merits philanthropic support, usually by outlining the organization’s programs, currents needs, and plans.
Source: AFP Fundraising Dictionary
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The Case: Another Definition
Internal Case (aka ‘the case’)
“The internal case is a ‘data base,’ a compilation of information that will support the preparation of various documents and publications that will explain the organization’s work.”
Source: Henry A Rosso Achieving Excellence in Fundraising
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Questions Addressed in the Case
Who are you and what do you do?
Why do you exist?
What is distinctive about you?
What is it that you want to accomplish?
How will this campaign enable you to accomplish it?
How can the donor become involved?
What’s in it for the donor?
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Make sure you can answer all these questions:
Does your organization have a strategic plan?
If you went away tomorrow, who would care?
What do your donors want?
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What is Your Story?
• What your work stands for
• What you want to be known for
• Your essence or identity
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EXAMPLES What do you think or feel when you hear
these organizations’ names:
American Red Cross NAACP Lions Club Amnesty International National Geographic
They have built their brands over time: we all know their basic stories
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Your uniqueness
• Under-served clients, location, etc.
• Outstanding credentials or experience
• Extensive collaborations
• Unusual point of view or approach
When someone hears about your work, what images, feelings, and ideas do you want them to associate with you? What’s amazing, special, and inspiring about your work?
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EXAMPLE: Beyond Breast Cancer
Beyond Breast Cancer is different from other breast cancer organizations in that we focus on quality of life. While we do provide needed medical information and referrals, we emphasize living as fully as possible, despite the disease. We acknowledge the challenges and limitations of living with breast cancer, and we believe that focusing on activities that our clients are able to enjoy cultivates a higher quality of life than might otherwise be possible.
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Why Is It Important For Board Members To Be Able To Tell Your Story?
They are the leaders of your organization
They are invested in your organization
They know lots of people in the community who can help support you
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Who Should They Tell Your Story To?
Businesspeople
Foundations
Clients
Journalists
Politicians
Colleagues
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EXAMPLE: BUSINESSES
• May have background and concern
BUT may be unfamiliar with your
particular slant or niche
• Want to be inspired • Want to invest wisely in a trustworthy org: strong ROI • Often can get financially involved, but for how
much?
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Answer These Questions:
What impact do you have on the community?
How are you efficient?
What is the benefit to the company
and its employees?
How can you create a winning partnership?
Who else is on board?
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What’s your ROI?
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How Do We Measure ROI?
It is not just in dollars raised and dollars spent
How does it affect your mission?
Develop an economic impact statement?
Think long term!
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Data you need to gather
• Shared values, hopes, and fears • Why they care about your issue and/or org • How you can build on what they already
know or believe • Relationship to your organization or issue • Information or tools they need to act
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Ask what they want
• What do they want to get from reading your materials or speaking with you? Data? Emotions? (Emotions trump facts.) • What problems can you help them solve for themselves or their community?
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One secret: Ask for money, and you’ll get advice
ask for advice and you’ll get money!
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What Is The Best Way To Tell Your Story?
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Emphasize benefits more than features
Features: Components or characteristics of what you offer (programs, services) Benefit: How the features improve the lives of people in your community and satisfy their needs and desires
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Benefits answer these questions:
• What will happen as a result of the particular features you offer?
• For each feature you offer, ask “So what?” How does that lead to something better for my audience and/or the community?
• “What’s In It For Me AND US?”
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EXAMPLE: HOMELESS SHELTER
FEATURES: You offer homeless families a soup kitchen, warm beds, restrooms, child care, long-term job and housing services
BENEFITS: (the difference you make; so what?)
Higher level of nutrition and stability
Higher level of employment
Fewer families living in cars or on streets
Less desperation, often leading to crime, drug abuse, etc.
The sense of being a community that cares for everyone
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EXAMPLE: MASSAGE FOR CANCER SURVIVORS
A donation of $100 will buy a new clinic massage table.
(So what?) So our volunteer therapists can provide 50 additional revitalizing, healing massages per week to cancer patients in our community.
(So what?) So they will enjoy happier, healthier, more productive, and longer lives and YOU will be part of making that happen.
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Tie back to your mission &
vision…repeatedly • Evoke a vision of what
your community will be like when your organization succeeds in fulfilling its mission.
• Make sure you “connect the dots” for your readers over time in an ongoing story of accomplishing your mission 32 ©2012
Engage both the heart & the head
• Even left-brained people need an emotional understanding
• Your audience will remember how you make
them feel more than anything else you say or do
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What makes YOU most passionate and inspired about your work? Let it shine through:
• Transcribe what you would say to a respected friend
• Act the host giving a tour of the best parts of your “home”
• But don‘t dwell on details they don’t want to know
Demonstrate your OWN passion
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WRITING WORKOUT for Board Members
Write 5-7 words that you feel describe the unique essence or personality of your organization (branding words): a) the special value you add to your community b) the attitudes or ideals you hold dear and want to be known for
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Share stories
Capture the essence of your work with
short scenes and quotes from people similar to
your target readers or people they care about
How have they/the community benefited:
results and importance
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Stay positive
Your messages should be upbeat, empowering
Frame your message in positive terms
Talk about the satisfying outcomes you achieve, NOT the negative outcomes that you seek to avoid
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Activate with your ending!
Your “call to action”:
All the details they need
Easy ways to interact with you
Deadline?
Reminder of the benefits they will
enjoy if they act now
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Cultivate conciseness: Less is more
“Never use a longer word when
a short word will do.” -- Ben Franklin
• All about the memorable soundbites (tweet-worthy)
• KISSS: Keep It Short, Simple & Skimmable
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How Board Members Can Tell the Story
Start with a fact sheet: pocket-size card/brochure with talking points to memorize & distribute Outline the points we covered today (KISSS) Possible formats:
• Who, What, When, Where, and WHY • Top Frequently Asked Questions (FAQ’s) • Myths vs. realities
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How Board Members Can Tell the Story
• 30-second elevator conversation
(networking or social events)
• Cultivation events and activities
• Writing letters to the editor
• Soliciting donations (face-to-face meetings)
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Questions
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YOUR SPECIAL OFFERS FROM DALYA
20% off a paper copy:
Email me for the link
FREE advice & feedback community twice a month:
WritingToMakeADifference.com/community
43 ©2012
YOUR SPECIAL OFFERS FROM LINDA
• 10% Discount on Board Training,
Development Audits, & Development
Plans
• 10% off my latest book:
email me for the discount code
44 ©2012
CONTACT LINDA
www.lindalysakowski.com
866-539-9990
CONTACT DALYA
www.DFMassachi.net
510-839-1544
45 ©2012
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