Workshop for Nonprofit Alliance of Monroe County, Bloomington, Indiana - presented June 8, 2015 at the Indiana University Foundation

1. Writing with a Mission –
Using Messages to Capture
What Makes You Unique
Marketing Lessons For Every Nonprofit: A 2-Part Series
Nonprofit Alliance of Monroe County
June 10, 2015

2. 2Writing With A Mission • June 10, 2015

3. 3Writing With A Mission • June 10, 2015

4. 4Writing With A Mission • June 10, 2015

5. 5Writing With A Mission • June 10, 2015
Messages = Writing = Storytelling

6. 6Writing With A Mission • June 10, 2015
7 Lucky Rules To Write By
1. Express a unique personality for your organization
2. Understand your audience
3. Tell stories
4. Features and benefits
5. Meaningful headlines
6. Think about your visuals
7. Write the body copy

7. 7Writing With A Mission • June 10, 2015
Express Your Unique Personality
(def) Distinctive individual qualities of a
person, considered collectively.
The overarching feeling you want people
to associate with your organization.

8. 8Writing With A Mission • June 10, 2015
Express Your Unique Personality

9. 9Writing With A Mission • June 10, 2015
Probing Personality Questions
1. If my organization had a theme song or anthem, what
would it be? Why?
2. If my organization had a mascot or power animal, what
would it be? Why?
3. If my organization were a car, what type and color would it
be? Why?
4. If my organization was a celebrity, who would it be? Why?

10. Radical
Collaborative
Fun
Formal
Exotic
Discreet
Hi-Tech
Heritage
Energetic
Quiet
Simple
Subdued
Analytical
Feminine
Raw
Audacious
Inclusive
Mainstream
Individual
Serious
Casual
Commonplace
Aggressive
Homemade
Ground Breaking
Laid-back
Enthusiastic
Complex
Bright
Emotional
Masculine
Refined
Modest
Exclusive
m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
the nonprofit attribute spectrum
A tool to help establish your brand’s personality character traits
p.o. Box 231, Aurora ny 13026
info@stonesoupcreative.com
tel 212-721-9764
www.stonesoupcreative.com
What other adjectives apply? (Feel free to use the back of this paper):
10Writing With A Mission • June 10, 2015
Attribute Spectrum

11. 11Writing With A Mission • June 10, 2015
Personality via Color
Passion
Energy
Blood
Strength
Fresh
Nature
Harmony
Health
Creative
Jovial
Youthful
Friendly
Fun
Hope
Happiness
Warmth
Caution
Conservative
Corporate
Stable
Trustworthy
Femininity
Innocence
Expensive
Mystery
Regal
Spiritual

12. 12Writing With A Mission • June 10, 2015
Understand Your Audience

13. 13Writing With A Mission • June 10, 2015
Audience Personas
Sarah
Age: 42
Location: Brooklyn Heights
Profession: College Professor
Education: Highly Educated
Hobbies: Choir, Running, Reading
Personality: Warm, Generous

14. 14Writing With A Mission • June 10, 2015
http://moflow.ca/marketing-persona
Audience Personas

15. 15Writing With A Mission • June 10, 2015
Understand Your Audience
Rainforest Alliance: Follow the Frog
https://youtu.be/3iIkOi3srLo

16. 16Writing With A Mission • June 10, 2015
Tell Stories!
• Values stories
• Impact stories
• Social Proof stories
• Founder stories

17. 17Writing With A Mission • June 10, 2015
Values Stories
Our Values
Collaboration
Innovation
Accountability
Systems Approach

18. 18Writing With A Mission • June 10, 2015
Values Stories

19. 19Writing With A Mission • June 10, 2015
Impact Stories

20. 20Writing With A Mission • June 10, 2015
Impact Stories

21. 21Writing With A Mission • June 10, 2015
Commitee on the Shelterless (COTS):
From Homeless to a Life Transformed
https://www.youtube.com/watch?v=AVeLxikcbQ8
Impact Stories

22. 22Writing With A Mission • June 10, 2015
Social Proof Stories

23. 23Writing With A Mission • June 10, 2015
Lemonade Stories - Billy Starr
https://youtu.be/ceE4OiVskTw
• Why was your organization started in the
first place?
• Who identified the need?
• What was that like for them? What were
their struggles in the beginning?
Founder Stories

24. 24Writing With A Mission • June 10, 2015
Lemonade Stories - Billy Starr
https://youtu.be/ceE4OiVskTw
Founder Stories

25. 25Writing With A Mission • June 10, 2015
Before and After
VS
Emotional
Rational

26. 26Writing With A Mission • June 10, 2015
source: photoblog.nbcnews.com
Food shortages in Malawi are
affecting more than three million
children. In Zambia, severe rainfall
deficits have resulted in a 42% drop
in maize production from 2000.
As a result, an estimated three
million Zambians face hunger.
Four million Angolans — one-third
of the population — have been
forced to flee their homes. More
than 11 million people in Ethiopia
need immediate food assistance.
The African Food Shortage Crisis

27. 27Writing With A Mission • June 10, 2015
source: photoblog.nbcnews.com
Any money that you donate will go to
Rokia, a seven-year-old girl who lives
in Mali in Africa. Rokia is desperately
poor and faces a threat of severe
hunger, even starvation. Her life will
be changed for the better as a result of
your financial gift. With your support,
and the support of other caring
sponsors, Save the Children will work
with Rokia's family and other members
of the community to help feed and
educate her, and provide her with
basic medical care.
The African Food Shortage Crisis

28. 28Writing With A Mission • June 10, 2015
Features and Benefits
Features Benefits
(what it does or has; the facts) (why people buy it; the results)
Long-lasting material You won’t have to buy
another bag for years!
Wide shoulder straps No more sore shoulders
Environmentally friendly Feel good about not creating
waste

29. 29Writing With A Mission • June 10, 2015
Meaningful Headlines
...should do all of the following:
1. Get attention
2. Target a specific audience
3. Contains a complete message,
with benefit
4. Entice us to read more

30. Nonprofit Leadership
Center Offers Unique
New Accounting
Training Program
Turn Your Nonprofit’s
Finances Around in 60
Days!
30Writing With A Mission • June 10, 2015
Meaningful Headlines ( Subheads)
Blah Better
Our Organization’s
Success Stories
Meet Three Clients
Who Won Their
Legal Battles With Our
Help

31. 31Writing With A Mission • June 10, 2015
Meaningful Headlines
http://www.charityemailgallery.com/newsletter/national-wildlife-federation-important-news-that-might-surprise-you/#.VUpfc2TBzRa

32. 32Writing With A Mission • June 10, 2015
Meaningful Headlines

33. 33Writing With A Mission • June 10, 2015
Meaningful Headlines
Don't Just Sit on a
Board: Stand for
Your Mission
Retweet, Favorite,
Donate: Charitable
Giving On Twitter Might
Soon Be A Click Away

34. 34Writing With A Mission • June 10, 2015
Think About Your Visuals
• Identifying the medium
for your message:
- Using photography to
make a statement
- Use video to show, not
tell
• Use images as metaphors

35. 35Writing With A Mission • June 10, 2015
Think About Your Visuals - Photography

36. 36Writing With A Mission • June 10, 2015
Think About Your Visuals - Photography

37. 37Writing With A Mission • June 10, 2015
Think About Your Visuals - Photography

38. 38Writing With A Mission • June 10, 2015
Think About Your Visuals - Video
DiabetesUK: The 4Ts
https://twitter.com/DiabetesUK/status/294732336778588161

39. 39Writing With A Mission • June 10, 2015
Think About Your Visuals - Metaphors

40. Writing With A Mission • June 10, 2015
Write the Body Copy
• Include just enough information about features to
describe your program, service or event and provide
logistical details.
• Continue to include benefits to communicate what’s
in it for readers.
• Don’t use jargon or acronyms
• Break it up into bullets if possible.
• Make sure this copy relates to your headline.

41. 41Writing With A Mission • June 10, 2015
Write the Body Copy - 'You' CTAs
http://www.evergreen.ca/our-impact/food/
CTA

42. 42Writing With A Mission • June 10, 2015
Write the Body Copy - CTAs

43. 43Writing With A Mission • June 10, 2015
Write the Body Copy - CTAs

44. 44Writing With A Mission • June 10, 2015
Before and After
Resources

45. 45Writing With A Mission • June 10, 2015
Resources (1)
HatchforGood.org

46. 46Writing With A Mission • June 10, 2015
Resources (2)
Moflow
http://moflow.ca/nonprofit-copywriting-tips/
Nonprofit MarCommunity
http://nonprofitmarcommunity.com/

47. 47Writing With A Mission • June 10, 2015
Resources (3)
2014 DoGooder Awards
youtube.com/user/nonprofitvideoawards

48. 48Writing With A Mission • June 10, 2015
Resources (4)
Hemingway App
http://www.hemingwayapp.com/

49. 49Writing With A Mission • June 10, 2015
Resources (5)
Headline Analyzer
http://www.aminstitute.com/headline/

50. 50Writing With A Mission • June 10, 2015
What will be
your next
step?

51. 51Writing With A Mission • June 10, 2015
Thank You!
julia@stonesoupcreative.com
facebook.com/stonesoupcreative
212.721.9764
www.stonesoupcreative.com

52. 52Writing With A Mission • June 10, 2015
Coming Up Next!
Part 2: Let’s Get Visual!
Basic Graphic Design Training
• Wednesday July 8, 2015
• 9am – 12pm