Is Emotion Missing from Your Capital Campaign?
Capital campaigns are launched to raise the money to fill a nonprofit organization’s need. Case statements are written to prove the rational point that the money is needed and will go to good use. So it’s no surprise that the arguments prospective donors hear about why they should support a campaign are highly rational, logical, and measured. Unfortunately, that’s not enough for most donors. If your capital campaign rests solely on the rational reason to give, without stoking emotions, you’re missing the chance to truly engage donors in a way that ensures their enthusiastic, generous... +Read More
Want to Write Better Messages? Look to Dr. Martin Luther King, Jr.
If you’ve been tasked with improving the impact of your organization’s messages, one of the best teachers you can follow is Dr. Martin Luther King, Jr. His intentional use of rhetorical devices adds power to his ideas and strength to his words. There’s no question that King was one of the most influential leaders of the 20th century and a brilliant orator. What I hadn’t previously given thought to, though, was his attention to craft. Yes, he led a nation to change for the better, but it isn’t his courage and vision alone that we should seek to emulate, but also... +Read More
20 Great Techniques for Writing the Perfect Nonprofit Tagline
A pitch-perfect tagline can be the foundation for all messages you create about your organization or program. A tagline is a punchy phrase consistently linked with your organization. It enhances your name by clarifying your work and making it relevant to your audience. It’s a powerful way to signify the brand promise your organization makes to the public. Here are some hints for making your next tagline sing. Requirements of Great Taglines Be memorable. A tagline that’s easy to remember will help people connect with your mission. Make it bold and brief; it should pack an emotional... +Read More
Fall In Love with Your New Brand
It’s been said that the best romances start as friendships: You know each other, you know the way the other thinks, know which way he or she takes his coffee, and then—bam!—one day you fall in love. It’s like that with a new brand strategy, too. You have to get to know it. You have to understand why it’s right for your organization—and only your organization—to fully appreciate all its strengths. Then you fall in love. And the next thing you know, you can’t stop thinking about your brand and how it can come alive in everything you do. If you’ve recently set a new strategy for your... +Read More
Your Target Audience: A Lesson from Politics
It’s election season. While you might get tired of the constant commercials, news clips, and solicitations, we have to give a nod to the candidates and their campaigns. Because perhaps more than anyone, politicians know their audience. And, just like our nonprofit branding clients, knowing your audience is the first step in creating the brand, or reputation, that attracts attention and support. We’ve previously written about why your audience isn’t “everyone” and the 10 questions you should ask to get to know your audience. But what about the in-between? Before you can get to know your... +Read More