Developing a Message to Win Supporters for Your Cause

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*Mal Warwick, Mal Warwick & Associates
*Link to Presentation
Vision & Mission
The cornerstones of nonprofit success
#Vision & mission 
#Staff & volunteers
#Programs
#Funding
*People respond to vision and mission
*Vision: How will the world be different if you receive all the resources you need to fulfill your vision?
*Mission: What is the essence of your work to advance toward your vision?
Research
*Formal market research - Quantitative, Qualitative
**Phone or mail surveys
**Online surveys
**Focus groups
**Mall intercepts
**One-on-one interviews
 
*Informal research
**Random surveys
**Questionnaires
**Random calls to donors
**Donor consultation groups
SWOT Analysis
*Internal
**Strengths
**Weaknesses
*External
**Opportunities 
**Threats
Organizational identity
*Your identity starts with your name
**What does your name mean?
**How long is your name?
**Is a short form possible?
**Do you use initials – and are they "IBM?"
**What do you really call your organization?
**Do outsiders call it that, too?
*More about organizational identity
**Your "look"
***Logo
***Typeface
***Imagery
**Your tagline or slogan
**Your "story"
Unique Competitive Advantage
Who are you, and what do you do?
*How do you describe your organization?
*What service or product do you provide?
*Who are the beneficiaries of your work?
*How long have you been in business?
*What is your track record?
*What is special about your organization?
Now, how does your organization stack up against your competition?
*Unique Competitive Advantage Unique Competitive Advantage - What does your organization do better than every other organization in the world?
**As defined by something you do?
**Where you do it?
**For whom you do it?
**How much of it you do?
**How you do it?
**How well you do it?
Positioning
*We’re #2. We try harder.
*The quicker picker-upper
*When it absolutely, positively has to get there overnight.
*The good neighbor people.
*You’re in good hands with Allstate.
*When you care enough to send the very best.
Positioning – nonprofit style
 
*A mind is a terrible thing to waste.
*Family is our middle name.
*Only you can prevent forest fires.
*Explore, enjoy and protect the planet.
*Finding the ways that work.
The "elevator rap"
What do you say on an elevator? 
*How can you describe your organization in less than 30 seconds?
*How can you motivate a stranger to take interest in your organization?
*How can you touch the heart, the head, and the spirit?
Practice
*Practice with colleagues
*Practice with family members
*Practice with strangers
*Organize a game of it, with prizes
Special Offer
*Monthly online fundraising newsletter free
*Just hand me your business card
*Or write your email address and details on a slip of paper
Resource
category:bootcamp