The Rule of Threes: Marketing for nonprofits

The Rule of Three’sKeeping nonprofit marketing on story and fresh!

Marc A. Pitman, FundraisingCoach.com

TVI Conference 2011

Twitter: @marcapitman

More New 501(c)3’s Each Year

Statistics from National Center for Charitable Statistics http://nccsdataweb.urban.org/

Goals

1. To overwhelm you with useful information

2. To give you 2 very practical exercises to get you started on your stories

Campfire picture with people talking

Huge DNA picture strand

This isn’t your father’s media

It used to be that 3 ads reached 85% of viewers.

Not anymore!

LOTS of distraction & fragmentation

Now there are literally HUNDREDS of TV options! Alone!

You need to breakthrough!

So how do you break through?

STORIES!

A trip to the grocery store

Set structure of storytelling 2300 years ago– Beginning, Middle, End

Set structure of storytelling 2300 years ago– Beginning, Middle, End– Has a hero

Set structure of storytelling 2300 years ago– Beginning, Middle, End– Has a hero– Needs CONFLICT

(hero+obstacle=conflict)

Set structure of storytelling 2300 years ago– Beginning, Middle, End– Has a hero– Needs CONFLICT

(hero+obstacle=conflict)– The storyteller works to

help the listener be immersed in the story

Storytelling for Dummies

Act 1: Get hero up a tree



Act 2: Throw rocks at him



Act 2: Throw rocks at him

Act 3: Get him down

Be sure to use a “phrase that pays” (Doug Stevenson The phrase that pays

Your Stories = Your Culture


Founding Story


Founding StoryMess Up Stories


Founding StoryMess Up Stories Suffer Stories


Founding StoryMess Up Stories Suffer Stories Phoenix Stories


Founding StoryMess Up Stories Suffer Stories Phoenix StoriesGlorious End

Stories

In control = Out of touch

“The more in control we are, the more out of touch we become…”—A.G. Lafley, CEO P&G

How do you give people a script?

Picture of Elevator Or people in an elevator

Organizing Storieswith The Rule of 3’s

Organizing Storieswith The Rule of 3’s0. Define Your Jennifer

Organizing Storieswith The Rule of 3’s0. Define Your Jennifer1. 3 Attributes

Organizing Storieswith The Rule of 3’s0. Define Your Jennifer1. 3 Attributes2. 3 Channels

Organizing Storieswith The Rule of 3’s0. Define Your Jennifer1. 3 Attributes2. 3 Channels3. 3 Times a Month for 3 Months

Repeat. Repeat. Repeat.

Horse vet picture

Libraries have a great story to tellHow

OCLC’s “How Libraries Stack Up” 2010

Here’s a way to tell the story

This is a video of a girl telling how excited she was to get her first library card!

Storytelling Resources Andy Goodman www.agoodmanonline.com

Cliff Atkinson www.SociableMedia.com

Doug Stevenson www.DougStevenson.com

501 Videos www.MovieMondays2.com

Marc A. Pitman www.FundraisingCoach.com [email protected]

• @marcapitman

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The Rule of Threes: Marketing for nonprofits

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