The document outlines five keys to engaging online brand ambassadors for nonprofits. The keys are: 1) Develop an internal brand strategy, 2) Create a plan to monitor and identify passionate supporters across social media and databases, 3) Make the nonprofit's story the personal stories of supporters, 4) Equip supporters to easily share their stories about the nonprofit through their own networks, and 5) Create a recognition plan to show appreciation for supporter efforts and stories. The goal is to build a movement around the nonprofit brand through connecting the organization's work to the personal meanings and stories of supporters.

1. FIVE KEYS TO
ENGAGING YOUR
ONLINE BRAND
AMBASSADORS
Monday May 18 2009

2. ABOUT CHRIS BAILEY
 Principal & Community Strategist for Gravit8
 Worked in & with nonprofits for last 15 years
 Background in membership, marketing, online
communications & community development
 Working on grad degree in business
anthropology
 I love baseball, football, pro roller derby, dark
beer, barbeque, sci-fi & horror movies…
THIS ISN’T ABOUT ME, THOUGH…

3. …THIS IS ABOUT YOU!
THINK ABOUT:
 Who you are
 Where you work
 What you want to get from this experience
 What you’re going to do with your learning
tomorrow

4. WHY IS THIS IMPORTANT?

5. WHY SUPPORT YOUR
NONPROFIT?
Your CONSTITUENTS…
 Donate
 Advocate
 Volunteer
WHY?

6. WHY SUPPORT YOUR
NONPROFIT?

7. WHY SUPPORT YOUR
NONPROFIT?
Or more accurately…
IT’S ALL ABOUT
THEM!

8. PEOPLE ARE MOTIVATED
BY…
Yep, Self-Interest

9. PEOPLE ARE MOTIVATED
BY…
Folks create their own
MEANING…
Your challenge is to
connect your brand to them
through THEIR OWN STORIES

10. HOW?
A little algebra: C x (M + Tn) = A
CONTENT…YOUR WORK
MEANING…THEIR STORIES
CONVERSATIONS…TELL
WORLD
AWARENESS or AWESOMENESS

11. THIS BRANDING THING

12. BRAND STRATEGY
QUESTION:
DOES YOUR ORGANIZATION
HAVE A BRANDING STRATEGY?

13. WHAT IS A BRAND?
A powerful brand should evoke
FEELINGS
The STRONGER the BETTER

14. FAMILIAR BRANDS

15. FAMILIAR BRANDS

16. FAMILIAR BRANDS

17. FAMILIAR BRANDS

18. FAMILIAR BRANDS

19. FAMILIAR BRANDS

20. FAMILIAR BRANDS

21. BRING YOUR BRAND TO LIFE

22. BRAND MODEL

23. BRAND MODEL
 CONSISTENCY
 FOCUS
 TRUST
 PARTNERSHIP

24. BRAND MODEL
CONSISTENCY
Message ::
Connect your image
and efforts

25. BRAND MODEL
FOCUS
Effectiveness ::
Know what your
organization
stands for and
commit

26. BRAND MODEL
TRUST
Relationship ::
Cornerstone of
integrity and belief in
your mission

27. BRAND MODEL
PARTNERSHIP
Collaborations ::
Work together to
accomplish more

28. BRAND MODEL
CONSISTENCY
PARTNERSHIP FOCUS
TRUST

29. THE FIVE KEYS

30. THINK INSIDE FIRST
Your inside mirrors outside
objectives
CONSISTENCY
QUALITY
FOCUS
INITIATIVES
PARTNERSHIP TRUST

31. KEY #1: DEVELOP INTERNAL BRAND
STRATEGY

32. FIND YOUR AMBASSADORS
Do you know who your most
passionate supporters are?

33. FIND YOUR AMBASSADORS
Mine your database
Monitor social media channels
Don’t be afraid to
create lemonade

34. FIND YOUR AMBASSADORS
Remember: THERE IS A VAST FIELD
OF SUPPORTERS OUT THERE!

35. KEY #2: CREATE A MONITORING PLAN

36. ENGAGE YOUR
AMBASSADORS
Content is YOUR STORY
DO YOU HAVE A STORY?

37. ENGAGE YOUR
AMBASSADORS
Who is the
HERO of your
What
story?
PROBLEM
will they
overcome?
How will
it END?

38. ENGAGE YOUR
AMBASSADORS
Appeal to their deepest
WANTS & DESIRES
Find out the VALUE for them…
Is it SOCIAL STATUS?
FEELING GOOD?

39. ENGAGE YOUR
AMBASSADORS
Use the talents you already have
Identify TALENTS & GIFTS of your
volunteers

40. ENGAGE YOUR
AMBASSADORS
It’s finding this
guy
and realizing he can
do this

41. KEY #3: MAKE YOUR STORY THEIR
STORY

42. EQUIP YOUR AMBASSADORS
STORIES: What are the meanings
for your supporters?
Help them tell their stories

43. EQUIP YOUR AMBASSADORS
Is your website a story-ready
campfire?

44. EQUIP YOUR AMBASSADORS
Can your supporters tell their story
through their networks?

45. EQUIP YOUR AMBASSADORS
Your Story
is
Their Story
is
Your Story

46. KEY #4: MAKE TELLING THEIR STORY
EASY

47. RECOGNIZE YOUR
AMBASSADORS
Does your organization have a
RECOGNITION program?

48. RECOGNIZE YOUR
AMBASSADORS
Recognition programs can take
many forms
DON’T BE AFRAID TO ASK

49. RECOGNIZE YOUR
AMBASSADORS
Show you value your
supporters, their stories, their
work for your organization

50. RECOGNIZE YOUR
AMBASSADORS
What’s the price tag on their
support?

51. KEY #5: CREATE A RECOGNITION PLAN

52. BONUS!!! GO LONG
Create your own brand experience
What does your organization want
to be known for?

53. KEY #6: BUILD A MOVEMENT NOT A
CAMPAIGN

54. FIVE KEYS TO ENGAGING YOUR ONLINE BRAND
AMBASSADORS
Monday May 18 2009

55. THANKS…NOW GO KICK
BUTT!
~CHRIS
PHONE: 512.394.3598
EMAIL: CHRIS@GRAVIT8.COM
TWITTER: @CHRIS_BAILEY
FULL SLIDES AVAILABLE AT WWW.GRAVIT8.COM
FIVE KEYS TO ENGAGING YOUR ONLINE BRAND
AMBASSADORS
Monday May 18 2009