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BRANDING, MESSAGING & TELLING NONPROFIT STORIES 501 COMMONS| LEARN TO SERVE AUGUST 21, 2012
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BRANDING, MESSAGING & TELLING NONPROFIT STORIES501 COMMONS| LEARN TO SERVEAUGUST 21, 2012
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What do sea monkeys, dollars, and kids have in common?
What is brand?
Non profit
Non progress
For progress
”Perfection is reached not when there is nothing left to add, but when there is nothing left to take away.”
Antoine de Saint-Exupery
WHY
WHAT
WHO
HOW
WHY
Why do we exist?
What would be different in our community if we didn’t exist?
We believe…
We believe hunger is unacceptable.
We believe technology can play a pivotal role in creating the greater
good.
We believe every child deserves to be a great reader.
WHAT does success look like?
WHO do we need to reach to be successful?
HOW can we most effectively reach them?
WHAT
Why do you exist?What do you do?
Why you?Why now?
Hunger—Families
Technology—Nonprofits
Children—Reading
WHO
Tell me a story…
HOW: Messaging
Messaging Sweet Spot
4-3-1
Why should I engage?What do you do?
Why you?Why now?
Hunger—Families—Fresh Food
Technology—Nonprofits—Savvy
Children—Reading—Kid-to-Kid
Technology—Nonprofits—Savvy
NPower NW is where savvy nonprofits turn for technology.
Hunger—Families—Fresh Food
Bellingham Food Bank is Whatcom county’s largest emergency food
provider. Hungry families find fresh food and nutritious groceries.
Children—Reading—Kid-to-Kid
Team Read trains teens how to take elementary school readers from struggling to successful.
Benefits Benefits BenefitsBenefits Benefits Benefits BenefitsBenefitsBenefits
Feature Benefit
Housing Dignity
Museum exhibit Passport to the world
Education A brighter future
Environment Wide, open spaces for future generations
SAID vs READ
HOW: Mechanisms
WHY
WHAT
WHO
HOW
