As you expand the tools you use to communicate online and off and staff's roles change, how do you ensure you're all speaking with one voice? Based on Sarah Durham's book, "Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications", (Jossey-Bass, 2010) this workshop will help you apply Brandraising concepts to improve your program's communications, and make sure they make sense with other aspects of your organization's communications, too.

2. #brandraising
@bigducksarah
@bigduck

9. Photo by Tax Credit

20. Takeaway
Consistency counts
Exercise
Layout your materials and review,
no agenda
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26. Blue slide: be clear about what you want
to say as an organization, and how you
want to say it.

44. Takeaway
Positioning and personality can drive
your communications and connect it
all back to your mission
Exercise
Define your positioning and
personality as a team and then
assess your materials against them
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46. Visual Identities Contain
Logo
Colors
Typography
Use of imagery / graphics
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47. Messaging Platforms Contain
Name, abbreviation
Tagline
External vision, mission, values
statements
Key messages
Elevator pitch
Lexicon
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50. Takeaway
Your brand is visuals + messaging,
institutionalized through a style guide
and trainings
Exercise
Articulate them all using positioning
and personality, then define in style
guide
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52. Photo credit: bigstockimages.com

53. Caption

59. Takeaway
Research can tell you more about
them so you can communicate on
their terms, not yours
Exercise
Create user personas, then test
your materials against them
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60. CASE STUDY
New York Peace Institute
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63. The New York Peace Institute
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80. CASE STUDY
Masa Israel Journey

104. Resources and Overview

105. Big Duck Resources
• Big Duck website
www.bigducknyc.com
• Duck Call blog
www.bigducknyc.com/blog
• Duck Pond e-news
www.bigducknyc.com/DuckPondE-
news

106. Upcoming Workshops
• 9/27 Big Duck webinar: Writing for
the Web (TODAY at 2pm)
• 10/24: Bagels at Big Duck:
Brandraising, Phase II: The Creative
Process

110. Thanks!
© Jeremy Crow