11/03 thought leadership webinar slides

1. HOW TO PLAN 3 MONTHS OF
NONPROFIT CONTENT IN 1 DAY

2. GRAB
YOUR
TEMPLATES

3. HI! I’M MARIA BRYAN
● 10+ years in communications and marketing
in the public sector
● Journalism BA and Master of Public Admin
● Bonafide digital marketing nerd
● My core belief: Storytellers play an
incredible role in making the world a
healthier, safer, cleaner, and happier place.
Stories are meaningful.

4. WHAT WE’LL COVER
● Content Planning: Create purpose-driven content that converts
● Storytelling: How to tell your organization's incredible stories that
will change the lives of those who hear them
● Ethical & Trauma Informed Storytelling: Marketing that dignifies
and protects

5. WHY DOES IT MATTER?
Your nonprofit’s stories can generate movers and shakers.

6. THE MARKETING RULE OF ONE
1 Audience
1 Message
1 Story
1 Call-to-Action
3

7. NYLA MOOR
Working Mom
ALIA PEREZ
CEO
LIZZY
DAVIS
Gen Z
Activist
Know
Your
Audience
JOSEPH JONES
Local Artist

8. OWNED
website
blog
email
webinars
podcasts
EARNED
media placement
blog placement
ambassadors
organic influencers
SHARED
Facebook
Twitter
Pinterest
Instagram
YouTube
PAID
Google ads
social media ads
display ads
paid influencer
sponsored content
PLATFORMS

9. CONTENT BUCKETS
Entertain
Inspire
Introduce
Inform
Interact
Update
CTA

10. Platform Instagram
Purpose Attract new members
Tone Motivational, helpful, confident
Cadence 2x week
Content Inform, inspire, CTA
Media Reels, images
Engagement Respond to all comments daily, comment on parenting influencers
Ad Budget N/A
PLATFORM PLAN

11. CREATE A CONTENT CALENDAR

12. KEEP YOUR MESSAGES CONSISTENT

13. Features of
successful
key messages
➔ Clear
➔ Memorable
➔ Compelling

14. KEY MESSAGE POINTS
CENTRAL MESSAGE
- Your mission
statement
- Your elevator
pitch
POSITIONING
What sets you apart
PROOF POINTS
- The greater issue +
your unique and
proven solution
- Program outcomes
- Inspiring stories of
impact

15. What sets
you apart?
What are we most known for?
What qualifies our organization to have empathy and
understanding for the people you're trying to help?
What makes our organization’s view and solution to this
problem different from all the others in our industry?
What greater impact do we want to have in our
community, industry, and the world?
What are our most daring goals?

17. image sources: epicstream.com, thedad.com, withanaccent.com
Moana & Grandma Tala
Harry Potter & Dumbledore
Luke & Obi-Wan Kenobi

18. DOES YOUR MESSAGING
MOVE HEARTS,
CREATE COMMUNITY,
AND COMPEL ACTION?
(if not, I can help)

19. THRIVE FOUNDATIONS | A CORE MESSAGING RETREAT
A messaging retreat for your nonprofit’s
leadership.
We’ll create refreshed mission, vision, value
statements, a transformational core
messaging guide, and tools for ethical and
trauma-informed storytelling to lead all your
communications and messaging.

20. Ethical &
Trauma-informed
Marketing

21. ETHICAL MARKETING &
STORYTELLING
● Give your lead abundant agency
● Provide context and nuance to the problems you’re solving
● How can your story and call-action promote solidarity
instead of saviourism?

22. Source: The Development Element
“When people portray us as victims,
they don’t want to ask us about
solutions. Because people don’t ask
victims for solutions.”
- Theo Sowa, African Women’s Development
Fund CEO

23. TRAUMA-INFORMED MARKETING &
STORYTELLING
● Your beneficiaries don’t owe you their stories
● Have enthusiastic and informed consent to tell one’s story
● Allow boundaries, choice, and autonomy when listening to
a story

24. “At Love146, I assume trauma in my audience. And
even if you’re not an organization working with
child sex trafficking — 1 in 3 women in your
audience experience sexual assault alone. That’s
only 1 kind of trauma. Across many dimensions:
assume trauma.”
- Marilyn Murray, Love146 Communications
Director
Source: Love146.org

25. Let’s Keep
Learning

26. WRAP UP
Focus on the rule of 1 when crafting your marketing:
write for 1 audience, relay 1 message, tell 1 (ethical!) story,
and have 1 call-to-action.
And remember that storytellers play a powerful role in
making the world a healthier, safer, cleaner, and happier
place.

27. HOW I CAN HELP
Thrive Nonprofit Circle | Facebook Group
Thrive Think | 1:1 Consultation
Thrive Foundations | Core Messaging Retreat

28. hello@mariabryan.com
www.mariabryan.com
@mariabryancrtv
now go forth and
market on purpose