1. Don’t just tell, compel Multi-purposing white papers & case studies effectively

2. Agenda What is a white paper? Write what works Vary your authors Reduce, reuse, recycle What is a case study? Dispense the facts Less is more Reduce, reuse, recycle

4. Informative

5. Educational

6. Decision drivers

8. Stewarding and retaining donors

9. 10 steps to an effective capital campaign

11. Why do we use white papers? Establish expertise and credibility Discussa product or service Reposition products/services Tell a story Create transparency Drive website visitors Driveengagement

12. Forget the norm Remember your audience No right or wrong length Avoid over-designing Consistent voice Develop a template Facts not fluff

14. Vary your authors Executive director or CEO Mid-management Specialists and those in the trenches Consider contributors Vendors Partners Board members

15. Reduce, reuse, recycle Blog post or series Companion case study Social media platforms Develop additional collateral Website content Brochures Sell sheets Videos

16. CliffsNotes What: A position or solution Why: Establish credibility and expertise Write for your audience Vary your authors Repurpose your work

17. Discussion & brainstorming Where to start Get a commitment Set a timeline What’s worked for you?

18. What is a case study? Share work Highlight successes and results Testimonials Perfect for proposals

20. Dispense the facts Who’s the client? What was the challenge? What was the solution? What are the results? What does the client say?

21. Less is more No more than two pages Highlight facts Focus on data and results Avoid jargon and industry specific terms

22. Reduce, reuse, recycle Blog posts Guest blog Case study library Social media Develop additional collateral Website content Brochures and sell sheets Videos

23. CliffsNotes What: Examples of the work you’ve done Why: Share success and results Keep it a simple snapshot Don’t forget the data Repurpose your work

24. Discussion & brainstorming Evaluate your client list Cover all industries Set a timeline Work your relationships

25. We’ll make your white papers our case study Like what we’re saying but don’t know where to start? Let us audit you (in the best way possible). Mention this conference for acomplimentary half-hour consult. Vicki Bohlsen president vbohlsen@bohlsenpr.com @bohlsenpr Cindy Dashnaw senior publicist/chief copywriter cdashnaw@bohlsenpr.com @cdashnaw Jason Gloye senioraccount executive jgloye@bohlsenpr.com @jgloye