Lori Jacobwith AAFCP Keynote Clear Bold Communication July2011
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Transcript of Lori Jacobwith AAFCP Keynote Clear Bold Communication July2011
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Clear, Bold Communication
July 22, 2011
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Lori L. Jacobwith
• Nearly 25 years as a communication strategist & fundraising coach
• Measurable: Helped organizations raise $120 million in last 11 years.
• Impact: My work creates environments where people find ease and joy generating support for their mission.
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Thousands of messages barrage us every single day.
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How can you stand out?
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2 by 4 rule
Clear, Bold Communication
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Clear, Bold Communication
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What do you want
supporters to do?
Clear, Bold Communication
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Definition
Development: The total process by which an organization increases public understanding of its mission…
~ Source: AFP Fundraising Dictionary, (Association of Fundraising Professionals)
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• Telling Your Story - Intro
• Asking – Take Action
• Maximize Relationships – Stay Relevant
• Managing Data
The Secret to Fundraising: Clear, Bold Communication
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• Telling Your Story - Intro
• Asking – Take Action
• Maximize Relationships – Stay Relevant
• Managing Data
The Secret to Fundraising: Clear, Bold Communication
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Communication
46% of supporters stop supporting for reasons connected
to “a failure to communicate.”
~ Penelope Burk & Cygnus Applied Research
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The most overlooked & important component by most organizations.
Communication
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Do this in pairs:• Introduce yourself
& the work of your organization.
• You may use up to 3 sentences.
Clear, Bold Communication
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Support moves toward boldness and clarity of communication
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Clear Adjective
1. free from doubt or confusion2. certain in the mind; sure3. easy to see or hear; distinct 4. evident or obvious
Collins Essential English Dictionary 2nd Edition 2006 © HarperCollins Publishers 2004, 2006
Clear, Bold Communication
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Bold Adjective
1. courageous, confident, and fearless
2. immodest 3. standing out distinctly;
conspicuous
Collins Essential English Dictionary
2nd Edition 2006 © HarperCollins Publishers 2004, 2006
Clear, Bold Communication
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Think outside the box
Clear, Bold Communication
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Words Create Experiences
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Use this clear value statement & introduce again: [different partner]
“We are (who?).
We specialize in working with (whom?)
We help them (to do what?)."
Clear, Bold Communication
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In 2010, $290.89 billion was contributed to charities in the United States.*
Breakdown of charitable giving:• 5% from corporations• 14% from foundations• 81% from individuals (includes bequests)
*Source : Giving USA, June2011
Support for charitable organizations
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1. There’s never enough.
Three Toxic Myths of Scarcity
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2. More is better.
Three Toxic Myths of Scarcity
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3. That’s just the way it is.
Three Toxic Myths of Scarcity
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1. Listen.
2. Connect with your community where they are.
3. Allow your community to spread your messages.
Sharing Your Mission Powerfully
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Storytelling
The story provides the argument, the logical rationale for others to provide support
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• What was life like before…•What happened?
•What is life like now?
Storytelling Format
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Clear, Bold Communication
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Six Word Stories
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Clear, Bold Communication
“A story is a way to say something that can’t be said any other way.”
~ Flannery O’Connor
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NEED exists when something is missing
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Why is it important for you to exist?
Clear, Bold Communication
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• Stakeholder• Engaged leadership
What is your role? • Observer• Ambassador
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Support comes from deep, profound, relatedness.
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• What’s Working?
• What’s Missing?
• Share a story that causes people to feel & take action
• Listen
Communication
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Greatness is not a function of circumstance. Greatness it turns out, is largely a matter of conscious choice & discipline .
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Share:One thing that inspired you
One thing you may do differently
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Blog and monthly e-Newsletter
Membership – special offer
Key Note & Breakout Sessions
Customized Fundraising Action Planning Sessions
Connecting with Lori
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www.LoriJacobwith.com
952- 949-2105
http://twitter.com/LJacobwith
Lori Jacobwith
Thank you!