If you’re trying to drive impact or increase membership by yourself, it can feel almost impossible — but luckily, you don’t have to do it alone. Many organizations know their staff, members, volunteers, and board members already talk about them on a regular basis. With the right training and motivation, your entire team could be spreading the word about the benefits of membership, helping you attract more new and returning members and increase your impact. To learn how to ask, train and support your team, please join us for this free webinar. We’ve invited nonprofit marketing expert Nancy Schwartz, of GettingAttention.org, to present on this highly effective but under-used approach.

1. 8/27/2018 | 1© 2018 Personify Inc. All information is confidential.
4 Steps to Creating a Team to
Deliver on Your Mission
Presented By: Nancy Schwartz
Non-profit Marketing Expert

2. 8/27/2018 | 2© 2018 Personify Inc. All information is confidential.
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Marketing Programs Manager
Stephen Rowlinson
Customer Success Coach
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We will email you a link to a recording
of this webinar.
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#1 Membership Management Software Provider

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Nancy Schwartz
Non-profit Marketing &
Communications Expert
Your Presenter

8. Wild Apricot Webinar July 23, 2019
Nancy Schwartz, Marke@ng Problem Solver
Nancy@GeGngAHen@on.org 1
4 Steps to
Creating a Team to
Deliver onYour Mission
Nancy Schwartz
• 23 years in nonprofit comms
• Mom of 14 y.o. Charlotte
• Food pantry volunteer
• Gardener
• Triathlete
Flickr: Marcy Leigh
POLL
How IsYour Organization Staffed?
• 3 or more FT staff members
• 1-2 FT staff members
• PT staff members only
• Volunteer-run
• Other
• None of the above

9. Wild Apricot Webinar July 23, 2019
Nancy Schwartz, Marke@ng Problem Solver
Nancy@GeGngAHen@on.org 2
Communications
Connection
Action
Your Impact!
Create a Team of
Communications Champions What We’ll Cover
Prerequisite: Environment & Success factors
1. Pilot campaign—What, when, & who
2. Role, policies, tools, training
3. Support, thank, and reward
4. Launch, assess, analyze, and modify

10. Wild Apricot Webinar July 23, 2019
Nancy Schwartz, Marke@ng Problem Solver
Nancy@GeGngAHen@on.org 3
What’s
Happening
Now
“ExciEng News!
We have a new website/
ED/office/brand.”
Get to Know Your People

11. Wild Apricot Webinar July 23, 2019
Nancy Schwartz, Marke@ng Problem Solver
Nancy@GeGngAHen@on.org 4
Insights are like gold
* Everybody’s Talking
Potential to connect is huge
42%
What ??
58%

12. Wild Apricot Webinar July 23, 2019
Nancy Schwartz, Marke@ng Problem Solver
Nancy@GeGngAHen@on.org 5
Our quest today:
Communications Champions
• Sharing consistent, accurate messages
• In job + personal life
• Beneficial to your organization + champions
Insights!
POLL
Do you already have
effective communications champions
at work?
• Yes
• No
• Sort of
Watch it work: Road Scholar

13. Wild Apricot Webinar July 23, 2019
Nancy Schwartz, Marke@ng Problem Solver
Nancy@GeGngAHen@on.org 6
More people, more connected,
take more actions!
! Strengthen
existing relationships
! Increase reach
More people, more connected,
take more actions!
! Strengthen
existing relationships
! Increase reach
! BONUS! Vital insights
! BONUS! Boost ambassador
satisfaction & loyalty
Success Factors
3 “musts” to have in place
BEFORE you start
Our people are:
Assets Threats
Trusted!
Micro-managed
a) Culture Check:
Trust & Respect

14. Wild Apricot Webinar July 23, 2019
Nancy Schwartz, Marke@ng Problem Solver
Nancy@GeGngAHen@on.org 7
Everyone can communicate well and productively
Mindset Change b) Internal Support
! Value of messengers
! Importance of role
! WIIFM
! Make it easy
! Peer pressure works!
c) Activate
Early Adopters
18k followers
5k followers

15. Wild Apricot Webinar July 23, 2019
Nancy Schwartz, Marke@ng Problem Solver
Nancy@GeGngAHen@on.org 8
What might hold your
people back?
Write it down
4 Steps to Success
1. Pilot campaign—What, when, & who
2. Role, policies, tools, training
3. Support, thank, and reward
4. Launch, assess, analyze, and modify
1 Pilot Team:
What, when, & who
• Best opportunities
• Small team, carefully selected
Poll:
What focus?
• Campaign: Scheduled & planned
• New program or service
• Big change or news
• Power up existing conversations

16. Wild Apricot Webinar July 23, 2019
Nancy Schwartz, Marke@ng Problem Solver
Nancy@GeGngAHen@on.org 9
First focus
1. Campaign: Scheduled & planned
2. New program or service
3. Big change or news
4. Power up existing conversations
Next
Align w/Campaign
Related to
PRIORITY GOAL
• Specific
• Concrete goals
• Deadline
• Measurable
results

17. Wild Apricot Webinar July 23, 2019
Nancy Schwartz, Marke@ng Problem Solver
Nancy@GeGngAHen@on.org 10
Who?
• Already a strong messenger
• Influential
• Personality a “fit”
• Right role
What & whom to
launch with?
Write it down.
2 Role, Policies,
Tools, Training
Make it easy for your
messengers to succeed!

18. Wild Apricot Webinar July 23, 2019
Nancy Schwartz, Marke@ng Problem Solver
Nancy@GeGngAHen@on.org 11
Role
Policies & Guidelines
! Messages
! Best practices
! What’s NOT ok to discuss
! Social media guidelines
! What do I do if…?

19. Wild Apricot Webinar July 23, 2019
Nancy Schwartz, Marke@ng Problem Solver
Nancy@GeGngAHen@on.org 12
What to Say “As Is”
• What the organization does
• What’s special about it
• Who are members or clients
• The unique approach
Do we allow
communications
champions to
interact with members on
social media?
Tools & Templates
Makes it easy for them to do it YOUR way
! Cut-and-paste templates
! Message cheat sheet
! Leave behinds (a.k.a. palm cards)
! Style guide:
How does it sound and feel?

20. Wild Apricot Webinar July 23, 2019
Nancy Schwartz, Marke@ng Problem Solver
Nancy@GeGngAHen@on.org 13
Message Cheat Sheet

21. Wild Apricot Webinar July 23, 2019
Nancy Schwartz, Marke@ng Problem Solver
Nancy@GeGngAHen@on.org 14
Training!
Practice and more practice
3 Ready, Set, Go!
• Support
• Thank
• Reward
Hot Line
Feedback Loop

22. Wild Apricot Webinar July 23, 2019
Nancy Schwartz, Marke@ng Problem Solver
Nancy@GeGngAHen@on.org 15
Rewards
Recognition
Say it & Show it
• Thanks
• Share the news
• Gift card
• Night out w/
team
Rewards
Advancement

23. Wild Apricot Webinar July 23, 2019
Nancy Schwartz, Marke@ng Problem Solver
Nancy@GeGngAHen@on.org 16
4 Next Steps
• Assess
• Analyze
• Modify, expand,
or stop
Nancy Schwartz
Nonprofit Marketing
Problem Solver & Coach
Email: nancy@gettingattention.org
Blog: Getting Attention.org
Please stay in touch!

24. 8/27/2018 | 1© 2018 Personify Inc. All information is confidential.
4 Steps to Creating a Team
to Deliver on Your Mission
Presented By: Nancy Schwartz
Non-profit Marketing Expert

25. 8/27/2018 | 2© 2018 Personify Inc. All information is confidential.
wildapricot.com/academy
Wild Apricot Academy

26. 8/27/2018 | 3© 2018 Personify Inc. All information is confidential.
#1 Membership Management Software Provider

27. 8/27/2018 | 4© 2018 Personify Inc. All information is confidential.
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