For many nonprofits, ‘marketing’ has been — and remains — a support tool for fundraising; its purpose, mainly to serve as a medium to get the fundraising message out there to as many prospective donors as possible, via social media or otherwise. But this limited use fails to capitalize on the opportunity of marketing. For nonprofits making more robust use of marketing and communications, the act of ‘marketing’ becomes everything from a branding exercise to a recruitment tool, to a way to connect with key stakeholders, to community engagement, to profile building, to storytelling.
But it’s that last, storytelling, that sits at the core of good marketing. No matter what message your organization is looking to put out into the world, the story you tell is the heart of how you express the need of your population, how you connect with your community of supporters, and how you show the continuous positive impact your organization has. The question is, how do you tell that story well?
The thing is, ‘telling a story well’ encompasses more than simply telling a good story that (hopefully) raises fundraising dollars. Why? Because every charitable organization owes a duty of care to the population they serve that goes beyond the good work provided.
This, how to market, advertise, or tell a nonprofit story well, has been a topic of much debate. While, broadly, we can agree that tapping into empathy and, from that, compassion, is a key component of generating giving behaviour through storytelling, the real question is how do we get there. One common way is the use of ‘shock’ campaigns depicting imagery of people in desperate circumstances. Yet this strategy has been used so frequently that it has almost become a cliché, while simultaneously becoming an unfortunate standard by which many fundraising campaigns are set, particularly those for international aid (think your classic imagery of impoverished, starving Africa). While, even today, these shock campaigns — often more harshly labeled ‘poverty porn’ — can undoubtedly be effective in soliciting short-term donations, the problems with this approach are multifold. Read more »
With AFP Congress only a few weeks away, I’m starting to get excited to reconnect with my fundraising friends, meet some new contacts, and learn a few tips and tricks to help me excel in my role. While some people find conferences overwhelming (they are), with a little preparation, they can be very rewarding. Here’s what I like to do in order to maximize my Congress experience.
Whether you’re planning to meet specific people or just chatting with the person beside you at lunch, Congress is the perfect opportunity to connect with other great minds in our sector. I like to have a couple of questions prepared, so I don’t feel like a robot asking everyone I meet the same thing. It’s okay to write down some notes, especially if there is a key person you’d like to chat with. I also like to connect with new contacts on LinkedIn right away. It’s a great platform to grow your network and communicate with like-minded professionals in the industry. Try to send a personal message noting where you met.
This can be a hard one for all of us, especially when there is temptation to check your email constantly throughout the day. Since I’ve made the commitment to attend Congress and learn something new, I do my best to focus my attention on the session content instead of worrying what’s going on back at the office. I like to check my email in-between sessions, so not to be distracted from an interesting presentation or discussion. I use my out of office message to let people know that I’m at a conference learning something new that will help make me better at my job.
Every industry has speakers who are a staple within the events circuit, familiar figures on the conference stage; but what happens when the industry changes? Or those speakers start to retire? This year has seen a number of speakers new to the non-profit world or, in fact, new to speaking altogether take the stage – and this is in no small part due to the launch of the AFP Greater Toronto Chapter’s Speaker Discovery Series (SDS).
Recently, Laura Champion, Chair of the Education Committee for Congress 2018 and Founder and Chair of the AFP Speaker Discovery Series, sat down with Mo Waja, one of our Congress 2018 Speakers, on the Let’s Talk Speaking podcast to discuss what speaking looks like in the non-profit sector, discovering new speaking talent, and how organizations within and beyond the non-profit industry can begin building their next generation of speakers.
Check out the episode below as well as on Apple Podcasts, Google Play, and Stitcher, and don’t forget to buy your tickets for the next SDS – Special Pre-Congress edition happening on October 24!*
*This edition of the Speaker Discovery Series is free for Congress delegates!
Learn more about our 2018 Congress sessions, speakers, and register here.
AFP Congress is less than two weeks away! Get pumped and watch your Congress speakers talk about their sessions on their #SpeakerSelfie. Haven’t registered for AFP Congress yet? Don’t delay and sign up today – one-day passes are now available. We hope to see you soon!