lori jacobwith aafcp keynote clear bold communication july2011

Clear, Bold Communication

July 22, 2011

Lori L. Jacobwith

• Nearly 25 years as a communication strategist & fundraising coach

• Measurable: Helped organizations raise $120 million in last 11 years.

• Impact: My work creates environments where people find ease and joy generating support for their mission.

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Thousands of messages barrage us every single day.

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How can you stand out?

2 by 4 rule

Clear, Bold Communication

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Clear, Bold Communication

What do you want

supporters to do?

Clear, Bold Communication

Definition

Development: The total process by which an organization increases public understanding of its mission…

~ Source: AFP Fundraising Dictionary, (Association of Fundraising Professionals)

• Telling Your Story - Intro

• Asking – Take Action

• Maximize Relationships – Stay Relevant

• Managing Data

The Secret to Fundraising: Clear, Bold Communication

• Telling Your Story - Intro

• Asking – Take Action

• Maximize Relationships – Stay Relevant

• Managing Data

The Secret to Fundraising: Clear, Bold Communication

Communication

46% of supporters stop supporting for reasons connected

to “a failure to communicate.”

~ Penelope Burk & Cygnus Applied Research

The most overlooked & important component by most organizations.

Communication

Do this in pairs:• Introduce yourself

& the work of your organization.

• You may use up to 3 sentences.

Clear, Bold Communication

Support moves toward boldness and clarity of communication

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Clear Adjective

1. free from doubt or confusion2. certain in the mind; sure3. easy to see or hear; distinct 4. evident or obvious

Collins Essential English Dictionary 2nd Edition 2006 © HarperCollins Publishers 2004, 2006

Clear, Bold Communication

Bold Adjective

1. courageous, confident, and fearless

2. immodest 3. standing out distinctly;

conspicuous

Collins Essential English Dictionary

2nd Edition 2006 © HarperCollins Publishers 2004, 2006

Clear, Bold Communication

Think outside the box

Clear, Bold Communication

Words Create Experiences

Use this clear value statement & introduce again: [different partner]

“We are (who?).

We specialize in working with (whom?)

We help them (to do what?)."

Clear, Bold Communication

In 2010, $290.89 billion was contributed to charities in the United States.*

Breakdown of charitable giving:• 5% from corporations• 14% from foundations• 81% from individuals (includes bequests)

*Source : Giving USA, June2011

Support for charitable organizations

1. There’s never enough.

Three Toxic Myths of Scarcity

2. More is better.

Three Toxic Myths of Scarcity

3. That’s just the way it is.

Three Toxic Myths of Scarcity

1. Listen.

2. Connect with your community where they are.

3. Allow your community to spread your messages.

Sharing Your Mission Powerfully

Storytelling

The story provides the argument, the logical rationale for others to provide support

• What was life like before…•What happened?

•What is life like now?

Storytelling Format

Clear, Bold Communication

Six Word Stories

Clear, Bold Communication

“A story is a way to say something that can’t be said any other way.”

~ Flannery O’Connor

NEED exists when something is missing

Why is it important for you to exist?

Clear, Bold Communication

• Stakeholder• Engaged leadership

What is your role? • Observer• Ambassador

Support comes from deep, profound, relatedness.

• What’s Working?

• What’s Missing?

• Share a story that causes people to feel & take action

• Listen

Communication

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Greatness is not a function of circumstance. Greatness it turns out, is largely a matter of conscious choice & discipline .

Share:One thing that inspired you

One thing you may do differently

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Blog and monthly e-Newsletter

Membership – special offer

Key Note & Breakout Sessions

Customized Fundraising Action Planning Sessions

Connecting with Lori

lori@LoriJacobwith.com

www.LoriJacobwith.com

952- 949-2105

http://twitter.com/LJacobwith

Lori Jacobwith

Thank you!