Presentation for 501 Commons 'Learn to Serve' series. August 21, 2012.

1. BRANDING, MESSAGING
& TELLING NONPROFIT
STORIES
501 COMMONS| LEARN TO SERVE
AUGUST 21, 2012

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9. What is brand?

12. Non profit

13. Non progress

14. For progress

16. ”Perfection is reached not when
there is nothing left to add, but
when there is nothing left to take
away.”
Antoine de Saint-Exupery

17. WHY
WHAT
WHO
HOW

18. WHY

19. Why do we exist?
What would be different in our
community if we didn’t exist?
We believe…

20. We believe hunger is unacceptable.
We believe technology can play a
pivotal role in creating the greater
good.
We believe every child deserves to be
a great reader.

21. WHAT does success look like?
WHO do we need to reach to be
successful?
HOW can we most effectively
reach them?

22. WHAT

23. Why do you exist?
What do you do?
Why you?
Why now?

28. Hunger—Families
Technology—Nonprofits
Children—Reading

29. WHO

31. Tell me a story…

32. HOW: Messaging

35. Messaging
Sweet Spot

36. 4-3-1

37. Why should I engage?
What do you do?
Why you?
Why now?

38. Hunger—Families—Fresh Food
Technology—Nonprofits—Savvy
Children—Reading—Kid-to-Kid

39. Technology—Nonprofits—Savvy
NPower NW is where savvy
nonprofits turn for technology.

40. Hunger—Families—Fresh Food
Bellingham Food Bank is Whatcom
county’s largest emergency food
provider. Hungry families find fresh
food and nutritious groceries.

41. Children—Reading—Kid-to-Kid
Team Read trains teens how to take
elementary school readers from
struggling to successful.

42. Benefits
Benefits
Benefits
Benefits
Benefits
Benefits
Benefits
Benefits
Benefits

45. Feature Benefit
Housing Dignity
Museum exhibit Passport to the world
Education A brighter future
Environment Wide, open spaces for
future generations

46. SAID vs READ

51. HOW: Mechanisms

55. WHY
WHAT
WHO
HOW

57. Erica Mills | Claxon
www.claxonmarketing.com
erica@claxonmarketing.com
Twitter: @ericamills
206.351.8504
THANK YOU!