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

1. Sponsored by:
Can Your Board Tell Your Story?
Dalya Massachi
and
Linda Lysakowski
May 22, 2013
Twitter Hashtag - #npweb
Part
Of:

2. Sponsored by:
Advising nonprofits in:
• Strategy
• Planning
• Organizational Development
www.synthesispartnership.com
(617) 969-1881
info@synthesispartnership.com
INTEGRATED PLANNING
Part
Of:

3. Sponsored by:Part
Of:
Coming this June

4. 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:

5. Dalya Massachi
Linda Lysakowski, ACFRE

6. 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

7. 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

8. 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?
8©2012

9. 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

10. 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
10©2012

11. 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
11©2012

12. 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?
12©2012

13. 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?
13©2012

14. What is Your Story?
• What your work stands for
• What you want to be known for
• Your essence or identity
14©2012

15. 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
15©2012

16. 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?
16©2012

17. 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.
17©2012

18. 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
18©2012

19. Who Should They Tell Your Story To?
 Businesspeople
 Foundations
 Clients
 Journalists
 Politicians
 Colleagues
19©2012

20. 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?
20©2012

21. 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?
21©2012

22. What’s your ROI?
22©2012

23. 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!
23©2012

24. 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
24©2012

25. 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?
25©2012

26. One secret:
Ask for money, and you’ll get advice
ask for advice and you’ll get money!
26©2012

27. What Is The Best Way To Tell Your
Story?
27©2012

28. 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
28©2012

29. 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?”
29©2012

30. 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
30©2012

31. 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.
31©2012

32. 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

33. 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
33©2012

34. 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
34©2012

35. 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
35©2012

36. 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
36©2012

37. 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
37©2012

38. 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
38©2012

39. 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
39©2012

40. 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
40©2012

41. 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)
41©2012

42. Questions
42©2012

43. 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

44. 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

45. CONTACT LINDA
 www.lindalysakowski.com
 linda@lindalysakowski.com
 866-539-9990
CONTACT DALYA
 www.DFMassachi.net
 dalya@dfmassachi.net
 510-839-1544
45©2012

46. Sponsored by:
Find listings for our current season
of webinars and register at:
NonprofitWebinars.com
Part
Of: