Matt and Chris Vanderlinden are the demiurgic minds behind Detonator, a creative firm specializing in helping organizations tell their stories in ways that ignite passion for the mission. They join us to offer helpful tips on figuring out just exactly what your nonprofit story is-- and how to tell it.
Marketing
is a tough gig. Technology continues to change the way people communicate.
We're all bombarded by a constant stream of information, and it's incredibly
difficult to cut through the noise to deliver your message. But the good news
is, there’s a simple trick to help you stand out from the crowd. Ready?
Be
real, and tell your story well.
That
might seem obvious, but it’s amazing how many organizations struggle with it.
The key is to talk relentlessly about WHY your organization does what it does.
People will connect with WHY you do what you do (your purpose) more easily and
deeply than with WHAT you do. WHY speaks to them on a more emotional level. If
you talk about your purpose, and you live up to it in your day-to-day interactions
with people, it creates the foundation for an authentic relationship with your
audience. Today authenticity is everything. No relationship, business or
otherwise, will last if it’s not authentic.
As
a nonprofit, you’re in a better position than some to speak emotionally about
your purpose. So how, exactly, can your organization get better at cutting
through the noise with emotionally engaging messaging that creates authentic
relationships?
1. Start with Why - Read Simon Sinek’s
fantastic book, Start with Why,
to learn how to zero in on your organization’s purpose. Get a preview by
watching Simon’s TED TALK.
2. Craft Your Story - Once you’ve
articulated your WHY, craft your organization’s story in emotional terms.
Explain WHY your organization exists simply and powerfully. Keep refining the
story until it’s as clear, direct, and emotionally powerful as possible.
3. Get Everyone on the Same Page - Make
sure everyone in your organization understands your WHY, and can tell your
story well.
4. Relentlessly Share Your Story - It
should be part of your pitch, on your website, in your presentations and
brochures, a backbone of your social media strategy, everywhere. It’s what
makes you unique, and it’s what your audience will care about more than
anything else.
It’s
hard work to articulate your WHY, and then translate it into an emotionally
engaging story. But the payoff can be huge in terms of providing a unique and
authentic brand position for your nonprofit that builds lasting relationships
with your community.
So
what are you waiting for? Time to get your story straight.
Detonator
is a creative firm that helps organizations define, craft, and communicate
explosive stories, leveraging the power of storytelling to build an emotional
connection between organizations and the communities they serve. Learn more and
connect with them at detonatorbrand.com.
