Your Case for Support: Good Design Will Make it Stronger
In my last post, I relayed the importance of injecting emotion into your next capital campaign. Emotion, after all, is a key element in our equation for a great case for support. Rationale + Urgency + Emotion = Great Case Once you’ve written a great case statement, your next job is to make sure it isn’t a chore to read. At Mission Minded, we make sure every case brochure we design passes the “I’m too busy to read” test. For us, that means imagining that a prospective donor never actually reads the text. We picture her flipping through the brochure, looking at the headlines, the call-out... +Read More
Is Your Annual Report Telling the Right Story?
Recently one of our clients, a program officer at a private foundation, complained to me that so many of the stories she reads in annual reports sound the same. “Are stories really that important?” she asked. My first instinct was to argue with her. After all, I’ve spent most of my career trying to convince nonprofits that storytelling is essential. And it is. In a head to head test, donors presented with the story of a single individual were more likely to give than when presented with data proving the efficacy of an organization. Stories work. And yet, the more I thought about it, the more... +Read More
Why Your Nonprofit Needs an Enemy
A recent article in AdAge argues that every great story, and every great brand, has a strong, evident antagonist–someone to fight against. The author explains that Apple’s enemy was Microsoft, just as Luke fought against Darth Vader. Great consumer marketing does this: It positions one product against another. We choose Nike over Reebok or Coke instead of Pepsi. I’d like to take this one step further as we think about the nonprofit sector. Your brand is a story, a story in which those who align with your brand are pitted against a challenging foe. But nonprofit enemies aren’t other... +Read More