Brand Amplification through Compelling Copy

12/10/17 • 40 min

Grow Your Non-Profit: Marketing and Technology

[av_social_share title='Share this entry' style='' buttons='' custom_class='' admin_preview_bg=''] Episode Summary What compels someone to want to support your cause? Your story? Your brand? People join movements because they desire a sense of belonging. Everyone wants to be a part of something bigger than themselves. They can create movements that start at a higher level. Movements demand action; and the way to create action is through developing your messaging and your brand. A prime example of the proper use of an effective message and brand is mentioned in our book, “Brick by Brick” wherein we try to delve into what makes superheroes so popular. Think about it, superheroes are so ingrained into our culture to the point that entire franchises are built upon them. These are some of the most lucrative ventures that one can pursue. Superheroes are brands in themselves. Comic book releases that contain the stories of these superheroes are almost the same as, if not exactly the same, compelling copy. Your community gives support because they value the social and emotional good done by the organization. Depending on the supporter, he or she may donate more from the heart or more from the head. This means people can be compelled by a message that tells a story or by seeing statistical information that shows how large of an impact donating can have. Sometimes you’ll even encounter situations where potential donors, depending on their personality, are influenced by both. Information such as the organization’s track record, credibility, story, and visuals are all important when it comes to connecting to your supporters and empowering to take action through your cause. Engagement in a community, donating to a cause, and joining a larger movement is borne from many reasons. However, the key lies in understanding the motivation of the giver and providing the type of messaging that builds on what they respond to. Ask them what they want to get out of giving. Determining their motivation will help you to better serve your donors. Doing this will ultimately help you raise more money. Listen in as we are joined by Leanna Johnson, of Lost Lass, as she speaks about 360-degree branding, where she encourages organizations to look at their brand from a holistic perspective and to develop content that is fully aligned with the brand. This way, the organization can leverage its messaging through its marketing in a clear and consistent manner; while forming a community that’s based upon a strong foundation. About Leanna Johnson Leanna Johnson is the founder of Lost Lass, a freelance journalism brand. Her mission is to discover and create multimedia stories for businesses and media outlets. She has interviewed Bollywood actresses, famous journalists and human trafficking activists, contributed to a national campaign against police brutality, and written a column on growing up around the world. A passionate advocate and storyteller, she uses photography, video and radio, as well as her first love, writing, to investigative controversial issues. Lost Lass is an international brand based in the Chicago area. [av_button_big label='Join the Grow Your Non-Profit Facebook Group!' description_pos='above' link='manually,https://www.facebook.com/groups/growyournonprofit/' link_target='' icon_select='yes-left-icon' icon='ue8f5' font='entypo-fontello' custom_font='#ffffff' color='theme-color' custom_bg='#444444' color_hover='theme-color-subtle' custom_bg_hover='#444444' custom_font_hover='#421c52!important' custom_class='' admin_preview_bg=''] Click here to join a community of non-profit professionals leveraging digital marketing and technology to grow their communities and improve their fundraising systems. [/av_button_big]

Previous Episode

Mission Driven Fundraising for Your Non-Profit

[av_social_share title='Share this entry' style='' buttons='' custom_class='' admin_preview_bg=''] Episode Summary In order for your organization to improve its online fundraising chances, it must understand how to align its Mission, Marketing, and People. Marketing campaigns are all about the who, what, and where. Who are you reaching, what are their interests, and where are they located? Becoming very well-versed in the answers to these questions as it relates to your campaign will ultimately result in greater key performance indicator results. Knowing this information also helps you to stay true to who you are and to be more productive, as well as “Mission-Driven”. A chapter in our book, “Brick by Brick”, shines the light on the paramount importance of having a definite mission and how it gives your organization an identity and a purpose that resonates with the people who you want to ask support from. This idea is discussed in detail by analyzing how Abraham Lincoln was able to garner such immense support from the people. And let me tell you, it was not through deception, coercion, or even any form of marketing. It was his honesty and his passion for his cause that enabled him to move the number of people that he did. In other words, a clear, honest organizational mission helps you stay your course and work with your particular audience. This will always be more effective than using trickery, gimmicks, and a campaign that isn’t structured, planned, or regulated. A common mistake that many organizations do is to focus on small pieces of one thing, and small pieces of another put-together campaign, with no true direction. And in the end, they wonder why their results aren’t improving. Marketing campaigns are similar to entering the dating scene. You can go on several dates and have different experiences will multiple people. You’re not going to fall in love if you don’t understand the qualities you want your significant other to have. The real question is how do you attract partners that have the qualities you want? Understanding how your campaign fits with the who, what, and where of your targeted audience is imperative. Generally, in every case, you plan before you implement. Therefore, creating the marketing campaign plan is essential. It provides a big picture of the outcome that you are aiming for, as well as the steps that should be taken to achieve your set goals. In this podcast, we are joined by Matisyahu Goren, who is a platform director and podcast host, to delve into the importance of defining what your organizational goals are to create a clear picture of the results that you want to achieve. About Matisyahu Goren Matisyahu Goren is the director of Mission Driven, a platform for Jews to define their unique mission, develop the tools they need for success, and make the world a home for God. Author of "The Long Short Way: How To Succeed After Yeshiva". Host of the hit Podcast "Mission Driven: The Long Short Way", which has interviewed Matisyahu is a professional basketball coach of NBA and international players. He and Coach Steve Campbell co-founded The Scholarship Makeover Foundation, which provided physical training, life coaching, test preparation, and academic consultation to 42 players who obtained college scholarships all while a student at Cal State Northridge. He left it behind to attend Mayanot of Jerusalem for two years. [av_button_big label='Join the Grow Your Non-Profit Facebook Group!' description_pos='above' link='manually,https://www.facebook.com/groups/growyournonprofit/' link_target='' icon_select='yes-left-icon' icon='ue8f5' font='entypo-fontello' custom_font='#ffffff' color='theme-color' custom_bg='#444444' color_hover='theme-color-subtle' custom_bg_hover='#444444' custom_font_hover='#421c52!important' custom_class='' admin_preview_bg=''] Click here to join a community of non-profit professionals leveraging digital marketing and technology to grow their communities and improve their fundraising systems. [/av_button_big]

Next Episode

Raising Money, Saving Money and Receiving Grants

[av_social_share title='Share this entry' style='' buttons='' custom_class='' admin_preview_bg=''] Episode Summary There are ways that you can raise money, save money, and receive grants to improve your nonprofit’s operations. Google Grants is one of these ways that can help organizations earn up to $10,000 per month in grants. All you have to do is:

Select words that are related to your cause.
Write short text ads using Google’s online system and choose landing page for each ad.
Pay attention to the ad as it shows up in the search results that are related to the keywords you selected before.
Encourage people click the ads to donate to your cause. Make sure the ad is compelling.

One tool that fundraisers can utilize to improve their campaign is a funnel. A funnel is a marketing tool that allows organizations to direct their leads toward a call to action, this call to action usually asks for a donation or volunteers (as is the case for nonprofits) and sales (for businesses). If you provide a subscription page for people in your community to sign up and support your organization, and then provide a confirmation page that thanks your new subscriber, then you would have created an email opt-in funnel. Take that email opt-in funnel and add an option to donate to a special campaign on the confirmation page, and then you’re well on your way to creating fundraising funnels that convert website visitors into donors. But, if only it was just that simple... Because here’s the truth... It’s not. In order to convert visitors into donors, we need to nurture them and create trust in your relationship. We need to create a strong connection with our audience through discovering what messaging immediately resonates with them. And, we need to consistently build on their preferences to provide ways to enable them to deepen their involvement and support. One chapter in our book discusses the use of marketing funnels in detail, along with the importance of having an updated website. The principle behind this to make it easy for your supporters to give their support, to guide them at their own pace, so that when they’re ready to give, they do so freely and whole-heartedly. There is no need for subliminal influence, deception, or any of the sort of underhanded trickery. A genuine, honest campaign is what truly gets you support. Our book follows the example of one of history’s most loved figures, Abraham Lincoln, in his quest to eliminate slavery and to ultimately save the soul of the nation. You can build a community that takes action. Remove ANY distractions. Have a clear purpose and no more than ONE call to action... Use messaging that stands out... Create content that is clear, direct and easy to relate to from the reader’s point-of-view. Structure your steps. Organize smaller steps in a logical way that teaches your community members to interact and engage with your content that calls to action... Find what readers identify with... Focus on WHAT matters to YOUR audience and what they base parts of their identity on. For example: create connection, provide ways for your readers to connect by visiting your website, joining your mailing list or following you on social media. All of these strategies will bring YOU and YOUR readers closer... Remember to check out the podcast as we are joined by Jackie Posada-Hess who’s going to help us learn more about raising money, saving money and receiving grants for Your Non-Profit. About Jackie Posada-Hess GEMZ founding member Jackie Posada’s career has been in the marketing, business development and sales for over 25 years with the last 15 years being an online/offline entrepreneur Small business, Nonprofit Consultant. She has been heavily involved with helping the Latino, minority community start and grow businesses and nonprofits as well. She has facilitated marketing bilingual trainings for Building Contractors, local small businesses as well as nonprofit organizations. [av_button_big label='Join the Grow Your Non-Profit Facebook Group!' description_pos='above' link='manually,https://www.facebook.com/groups/growyournonprofit/' link_target='' icon_select='yes-left-icon' icon='ue8f5' font='entypo-fontello' custom_font='#ffffff' color='theme-color' custom_bg='#444444' color_hover='theme-color-subtle' custom_bg_hover='#444444' custom_font_hover='#421c52!important' custom_class='' admin_preview_bg=''] Click here to join a community of non-profit professionals leveraging digital marketing and technology to grow their communities and improve their fundraising systems. [/av_button_big]