Nonprofit Marketing - 5 Essentials of a narrative that brings amazing results

Nonprofit organizations are natural for marketing narrative. In short, they have access to compelling human drama every day. Stories that make people cry. Stories that kindle hope and joy. If he said so, there's no way someone can not react strongly to key stories of an organization.

For the most part, though, this is not happening. Large and small, most nonprofit organizations, especially those in the field of human services - do not use their stories to their benefit, and typically only touch the 10% of their potential.

A good example is a drug and alcohol treatment agency, Corr, located in northeastern California. This organization was on the threshold of celebrating 30 years of service to their communities, but very few people knew existed, let alone knew what they did. And, most people who knew them, felt that they only dealt with "those people", or were a part of local government.

This organization has had a problem. First, the problem of substance abuse, especially among young people was growing. For this reason they needed to expand their services. Unfortunately, there was no public funding to provide prevention services and treatment for children (at least not much). Secondly, because of their local reputation (or lack thereof) do not have much hope in raising funds locally. They should go away forgivable loan, which is very competitive and that takes time. Finally, their biggest problem of all was that they had a story.

The first truth of the narrative is that marketing people respond to a story well told. This agency did not even know they had a story to tell. But that changed when they have determined that, indeed, had a number of very powerful stories of miracles and hope to share with the community. And that history began with Janice.

Janice is a drug addict whose story begins with her being raped by an uncle when she was 5 years of age, use of drugs at the age of 7, with its increasing use over the years to the point where he lost his children and had jail time hanging over her. Today, two years later, has more than 2 years clean and sober, and is about to be reunited with her children.

On behalf of this agency, Janice began to tell his story to groups of local businessmen. His account of the tragedy, depravity and redemption resonated in the halls of local power. Grown men crying. The public began to write checks.

Including stories like Janice in every presentation, every communication, and all grant proposals, local reputation this agency has been transformed. They have also begun to receive grant money that would never have dreamed of receiving. Their agency has become a member of the "big three" at the local level, organizations linked to the two largest and most respected local. The value of their contracts with the government also expanded ... and were now considered a partner rather than another non-profit organization with his hand looking for money.
All this through the power of a story. And then another. And another, all things well, and all people together in shared values. But to achieve this transformation, the stories they told had to have these elements:

1. Credibility. Janice was real, not a compilation (how many stories are structured). He delivered his personal history, unreservedly and with deep humility. When people heard her tell the story, they knew that was the truth ... because she has lived. But the added value is that, because the Agency has given credibility through Janice, the later stories did not need to be told in first person-in-the-flesh. I can send in writing the stories ... it was believed, because they have established credibility through Janice firsthand account.

2. Personal connection. What made it so believable Janice was that it seemed would be his wife, sister, daughter or granddaughter of persons who have heard his story. He looked the part. Despite many years of abuse he suffered, his appearance was spotless, even professional. Because of its appearance, the easiest way and told his story, people could connect with her.

3. Inherent drama. There was a lot of drama in the story of Janice. Although hard to hear, it was easy to imagine the pain she has suffered ... and passed. Drama is synonymous with conflict. Within the conflict is no struggle. And then there's resolution. Although not a good idea to include too many details (Janice history could fill a whole book), sufficient detail must be given to creating an emotional bond. And 'the emotion that drives a successful history. But, within the resolution there must be a logical solution that people may be part of ... a way of acting.

4. Value-Driven. Without being placed in a context of values, a history of marketing is near the value. The reason why people love the stories so much is that good stories connect people. How do people connect? Through values. Janice's story resonate with his audience the desire to protect the helpless, to preserve their community, to protect their children, to preserve their heritage. It is intrinsically connected with their compassion and genuine interest in preventing further abuse. Its history stopped because of the link values.

5. Call to Action. To be effective, a history of marketing has to call the people to take action. Whether it's finding information, buying a product, the modification of an idea through new knowledge, or making a donation, the end result is that some type of action should be taken. Although not required, the construction of urgency in a story catapult action. This is a fundamental good of the sale (not bristle) or copywriting. Without the call to action, all you have provided is entertainment. The story has a point. The point is that the action must be taken or will there be more stories like Janice ... only without the happy ending.

These are the must-have is that every story is meant to create a positive result.

However, there is an important is that each association should also pay attention to:
Do not, under any circumstances, play the Guilt card. Your task is to provide a value-driven story that connects with people's values. The creation of a guilt-trip that will destroy a great story very, very quickly. Nobody wants to be associated with guilt ... want success.

So instead of connecting people to a sense of guilt, hope to connect them. Connect to a solution.
Do this and you connect to their checkbooks and their influence.

(C) 2008 James Phelps Creative ......