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Content Writing Boot Camp,[object Object]
Content Writing Boot Camp ,[object Object],Content Writing Boot Camp for the Nonprofit,[object Object],Websites, social media, newsletters, fundraising communications. Compelling, strategic content isn't an option. It's required.,[object Object],How do you to take a holistic view of your content strategy and make what you say stand out in your readers' minds?,[object Object],Roll up your sleeves. This is a hands-on workshop.,[object Object], ,[object Object],Trainers:       Paul  Weber, EAG President,[object Object],                      Laura Lake, VP Client & Interactive Services,[object Object],                      Brenda Galloway, Director of Content,[object Object]
Our Plan for the Morning,[object Object],Before we write, we must differentiate our nonprofit – in just 3 words,[object Object],Finding your words and building on your promise,[object Object],Implementation (Social Media, Strategic Keywording, etc.) ,[object Object]
Who is EAG?,[object Object],Full-service agency serving small business & nonprofits,[object Object],Advertising, Creative, Online & Education,[object Object],Kauffman Foundation FastTrac, UMKC Small Business Center and other small business incubators,[object Object],Nonprofit experience ,[object Object],Capital campaign consulting firms,[object Object],Giving Institute & Giving USA Foundation,[object Object],School districts, start-ups, social service agencies & more,[object Object],Board members and volunteers,[object Object]
Why do we need to write?,[object Object]
Follow the Behaviors of Big Brands,[object Object],[object Object]
They know what works and what doesn’t work
We can use our own consumer experiences as learning tools,[object Object]
Words alone are not enough to drive action,[object Object],Understand the customer (donor) and their emotion,[object Object],Offer value in exchange for their time, gift, attention,[object Object],Targeted messages offer much better results,[object Object],Measure and monitor performance ,[object Object],Big brands focus on relationships,[object Object],Follow the Behaviors of Big Brands,[object Object]
Brand Positioning & Powerful Words,[object Object]
Establish a Brand Position,[object Object],The words we use tell us a lot about a brand.,[object Object]
Living a Brand Position,[object Object]
Establishing a Brand Position,[object Object],Positioning creates distinction and choice.,[object Object],Yes, donors have similar options and choices.,[object Object]
Establishing Your Brand Position,[object Object],[object Object]
Does everyone know it and understand it?
Spread the word among the board, staff, volunteers, donors, constituents
A clear, succinct message will travel farther faster,[object Object]
Helps you “compete” when fundraising from “casual donors”
Helps expand awareness of your mission
People remember causes – you want them to remember you!
Good
“I give to the arts”
Better
“I give to (your organization) because they are the best at supporting the arts.”,[object Object]
Use your 3-words, 3-sentences in your message
Simple concepts & simple phrases
We see over 8,000 messages a day
Repetition increases memory
Use similar styles and images,[object Object]
A Case Study in Development,[object Object],The Challenge:,[object Object],Develop Purpose, Mission & Vision,[object Object],Honor the past but recognize a significantly changing membership and structure,[object Object],Consider all the internal constituents ,[object Object],Use as many of the keywords and phrases accumulated in board attempts to develop the message,[object Object], ,[object Object]
A Case Study in Development,[object Object],Our Voice Cannot Always be Heard,[object Object], ,[object Object],Our voice, loud and proud, will speak to our history of service to mankind.  (Honor the past 100 years & Service to Mankind),[object Object], ,[object Object],Our voice, brave and determined, will speak of the past in reverence but look toward the future with anticipation. ,[object Object],(Recognize that significant changes are coming),[object Object]
A Case Study in Development,[object Object],Our voice is heard in harmony; the harmony of individuals coming together to create a community. (What were once clubs, may now become communities),[object Object], ,[object Object],Our voice is one of conviction and strength, the attributes of leaders. (A transition of purpose; leadership development),[object Object], ,[object Object],Our voice is one of empathy and compassion, a beacon for those who wish to serve. (Calling to individuals who want to serve, not necessarily join),[object Object], ,[object Object],Our voice cannot always be heard.  For those who cannot hear, there is Sertoma. (And the mission, hearing heath, never changes),[object Object]
Brand Positioning,[object Object],What are your three words?,[object Object],Would your board agree?,[object Object],Would your constituents understand?,[object Object]
The Importance of Three Little Words,[object Object]
Your Organization’s “Key” Words,[object Object],Just three little words can:,[object Object],[object Object]
Make it immediately recognizable in the community
Serve as the root of all communications
Act as your unique rally cry
Keep your message on track no matter who’s writing it
Reflect your organization’s stability
Underscore the commitment to your mission,[object Object]
Southwest Uses Their Words,[object Object]
Komen.org Uses Their Words,[object Object]
The Worksheet,[object Object],List three words that best encompass your organization’s cause, mission and results:,[object Object],1.,[object Object],2.,[object Object],3.,[object Object],Develop a sentence detailing your three words:,[object Object],1.,[object Object],2.,[object Object],3.,[object Object],Create paragraphs expanding on your sentences:,[object Object],1.,[object Object],2.,[object Object],3.,[object Object]
What Are YOUR Words?,[object Object],Choosing your organizations three “key” words:,[object Object],[object Object]
Think of your mission
Think of your resultsKeep in mind:,[object Object],[object Object]
Will your supporters understand immediately?For example: ,[object Object],1. strong kids ,[object Object],2. strong families ,[object Object],3. strong communities,[object Object]
Building on Your Promise,[object Object],Step 1: Write a sentence detailing each of your “key” words.,[object Object],Step 2: Share your sentences. Get feedback in the form of questions. ,[object Object],For example: ,[object Object],1. Nurturing the potential of every child and teen.,[object Object],2. Improving the nation's health and well-being.,[object Object],3. Giving back and providing support to our neighbors.,[object Object]
Filling in the Details,[object Object],Step 1: Share your sentences.,[object Object],Step 2: Partners give feedback in the form of questions that the sentences left unanswered and vague. These are the questions you’ll answer next.,[object Object],For example: ,[object Object],1. How does the Y nurture children?,[object Object],2. What do you offer to promote family health?,[object Object],3. How does the community benefit exactly?,[object Object]
Almost There…,[object Object],Last step:,[object Object],Address the questions in a paragraph for each of your “key” words.,[object Object],For example: ,[object Object],1. We believe the values and skills learned early on are vital building blocks for life. Because of the Y, more young people in neighborhoods around the nation are taking a greater interest in learning and making smarter life choices. At the Y, children and teens learn values and positive behaviors, and can explore their unique talents and interests, helping them realize their potential. That makes for confident kids today and contributing and engaged adults tomorrow.,[object Object],2. Being healthy means more than simply being physically active. It’s about maintaining a balanced spirit, mind and body. The Y is a place where you can work toward that balance by challenging yourself to learn a new skill or hobby, fostering connections with friends through our lifelong learning programs, or bringing your loved ones closer together through our many family-centered activities. At the Y, it’s not about the activity you choose as much as it is about the benefits of living healthier on the inside as well as the outside.,[object Object],3. The generosity of others is at the core of the Y’s existence as a nonprofit. It is only through the support of our hundreds of thousands of volunteers and public and private donors that we are able to support and give back to the communities we engage—summer food programs, social services, global services, volunteerism & giving and advocacy.,[object Object]
Strategic Implementation,[object Object]
Strategic Implementation	,[object Object],Now that the foundation is laid and you have your ,[object Object],Brand Position,[object Object],Your Words ,[object Object],Audience Understanding,[object Object],Let’s focus on the development of your content strategy and how it impacts your marketing. ,[object Object]
Understand the Power of Content,[object Object],Content is a Force Multiplier for,[object Object],Social Media	,[object Object],Search Marketing,[object Object],Public Relations,[object Object]
Social Media Impact,[object Object],Content Fuels Social MediaWithout content, social media is a sports car with an empty gas tank:  All show, no go,[object Object]
Search Marketing Impact,[object Object],Content Wows Your Search Engine Marketing Efforts,[object Object],Keyword-rich content and inbound links have historically been the one-two punch of good search engine marketing strategies, but that has changed! ,[object Object],Search engines now award  you with higher rankings if you produce high quality content. ,[object Object]
Public Relations Impact,[object Object],Content Drives Public Relations,[object Object],Your ability to create fresh content around the needs of donors and prospects has become more valuable to your PR efforts than a general announcement.,[object Object]
There is Always a Need for Content,[object Object],You need content for:,[object Object],Newsletters,[object Object],Websites,[object Object],Donor Appeals,[object Object],Thank You Letters,[object Object],and more…..,[object Object],It’s never ending and probably feels like you are filling bottomless buckets,[object Object]
As If That Weren’t Enough…,[object Object],Let’s add some more buckets – ,[object Object],Blog,[object Object],Facebook,[object Object],Twitter,[object Object],YouTube,[object Object],Google+,[object Object],Who Has Time?,[object Object]

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