1. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 1 The Five Communications Tools Your Nonprofit Can’t Live Without 10th Annual Northwest PA Nonprofit Day The Nonprofit Partnership Thursday, October 21, 2010

2. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 2 I don’t believe in cookie cutters, but…

3. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 3 The essential 5 1.Passion 2.WOM 3.Website 4.E-broadcasts 5.Annual reports

4. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 4 1. Passion

5. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 5 How do you show passion?

6. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 6 2. Maximize WOM “People don’t want to go to the telephone book to pick a lawyer. Or a real estate agent, an accountant, a chiropractor, or an insurance agent, or a dentist, or a mechanic.” The World’s Best Known Marketing Secret: Building Your Business with Word-of- Mouth Marketing, Ivan R. Misner

7. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 7 “When enough individuals arrive at the same gut feeling, a company can be said to have a brand. In other words, a brand is not what you say it is. It’s what they say it is.” The Brand Gap, Marty Neumeier

8. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 8 Elements of WOM Good work Wrap it in stories Answer the phone Dress appropriately Make opportunities for people to talk Grapevine: The New Art of Word-of-Mouth Marketing, Dave Balter and John Butman

9. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 9 Stay in touch Emails Lunch Letters Phone calls Invitations Events

10. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 10 How do you make a reputation?

11. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 11 BUT… Ford Motors estimates an unhappy customer tells 22 people. A happy one only tells eight.

12. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 12 3. Your website

13. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 13 Who’s it for, really? Readable? Logical? Useful? Measurable? Experiential?

14. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 14 Don't Make Me Think! A Common Sense Approach to Web Usability www.sensible.com

15. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 15

16. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 16 4. E-broadcasting

17. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 17

18. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 18

19. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 19 http://email-marketing-service- review.toptenreviews.com/intellicontact- review.html www.schwartztalk.com/matriarch/MultiPiecePage.as p_Q_PageID_E_33_A_PageName_E_eblast11www.schwartztalk.com/matriarch/MultiPiecePage.as p_Q_PageID_E_33_A_PageName_E_eblast11 (Gigi won’t let me forget Baltimore, Pt. 1 and Pt. 2)

20. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 20 What do you have to say?

21. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 21 5. Annual reports

22. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 22 A successful annual report will illustrate how the nonprofit is changing lives and truly making a difference within the community it serves. When done properly, the annual report will enroll donors into funding its legacy and volunteers and stakeholders into supporting its vital mission. R. Trent Thompson Midwest somewhere

23. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 23 Purposes of an Annual Report To convince people that you deserve: –Money –Action –Hearts & minds

24. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 24 Who’s the target? Current donors Prospective donors People of influence Others?

25. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 25 How? Key elements: Inspiring letter Successes/accomplishments Continuing/new vision How the reader/donor made it possible Lots of “thank you s” Interesting financials

26. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 26

27. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 27 Resources Raising More Money with Newsletters than You Ever Thought Possible, Tom Ahern, Emerson & Church. www.nonprofitannualreports.net/ www.nonprofitannualreports.net/ Kivi Leroux Miller. She’s everywhere, selling everything! www.fundraising123.org/article/what-do- about-lists-your-annual-report www.nonprofitmarketingguide.com/resou rces/annual_reports/annual-reports-by- senior-services-organizations/#more-45 www.nonprofitmarketingguide.com/resou rces/annual_reports/annual-reports-by- senior-services-organizations/#more-45 all kinds of examples of ARs, by field www.sidcato.com/www.sidcato.com/ Everything AR, with smart opening: “Number one goal of an Annual Report: Its cover must demand, open me, read me!” Publishing the Nonprofit Annual Report: Tips, Traps, and Tricks of the Trade, $28, $10 used on Amazon. www.taprootfoundation.org/npo/cata log/marketing_annual_rpt.php grants to do annual reports through pro bono volunteerswww.taprootfoundation.org/npo/cata log/marketing_annual_rpt.php http://messagecom.wordpress.com/2 008/01/31/will-your-annual-report- hit-the-recycling-bin-before-it-gets- read/ title says it all; she’s in Canadahttp://messagecom.wordpress.com/2 008/01/31/will-your-annual-report- hit-the-recycling-bin-before-it-gets- read/ www.gettingattention.org/my_weblo g/2008/04/how-to-make-you.html putting ARs online, by Nancy Schwartz, no relation.www.gettingattention.org/my_weblo g/2008/04/how-to-make-you.html www.practitionerresources. org/cache/documents/36797.pdf The Enterprise Foundation, a nice downloadable booklet on how to do annual reportswww.practitionerresources. org/cache/documents/36797.pdf

28. © 2010 Rick Schwartz/StraightTalk www.schwartztalk.com 28 for your time and attention. Write me, really: Rick@SchwartzTalk.com