©2010 dalya f massachi writing to make a difference: the art & craft of turning your words...

©2010 Dalya F Massachi www.dfmassachi.net

1

WRITING TO MAKE A

DIFFERENCE:

The Art & Craft of Turning Your Words into Ca$h

Presenter: Dalya F. Massachi

Writing To Make a Difference:25 Powerful Techniques to Boost Your

Community Impact (special discount here!)

LEARNING OBJECTIVES

1. Identify the essential elements of effective social justice-focused fundraising & outreach materials

2. Refer to lessons and creative ideas from community-minded organizations’ materials

3. Take away valuable on-the-spot feedback on your own materials


4

3 BIGACKNOWLEDGMENTS

1. Writing can be hard — but with practice and feedback it gets easier and more fun. 2. There’s a lot of expertise in the room; let’s use it to

help each other.

3. Reminder: This is not an individual coaching session. Please keep questions relevant to all.

MY BACKGROUND:

As a nonprofit writer for nearly 20 years, I’ve authored a host of articles, proposals, websites, scripts, brochures, etc…including column on:

OpportunityKnocks.org

…and contributed to 6 books (3 shown here).

From 2000-2004, I was the Founding Director of BAIDO.

NOW IT’S YOUR TURN!


7

DEFINITION, ANYONE?

0

FUNDRAISING/OUTREACH MATERIALS:

Written pieces (printed or online) that share info and enthusiasm about your work with interested people who may want to exchange their support for the benefits and value you offer.


8

TOP DOCUMENTSI. Introductory materials1. Mission/vision statement 2. Brochure/business card 3. Event flyer4. Tip sheet/Fact sheet

II. Periodicals5. Newsletter 6. Annual report7. Special report/white paper


9

TOP DOCUMENTSIII. Mailing for Moolah 8. Case statement 9. Fundraising appeal letter10. Thank you note11. Grant Proposal/Letter of Intent12. Grant Report

IV. Cyber-writing13 .Everyday email/discussion list14. E-newsletter15. Website/blog


10

3 KEYFUNDRAISING/

OUTREACH STRATEGIES


11

STRATEGY #1: ADVANCE YOUR BRAND

What your work stands for

What you want to be known for

Your essence or identity


12

YOUR UNIQUENESS: So powerful that it cuts through inertia, gets

noticed, and gets people talking about you.

Under-served clients, location, etc. Outstanding credentials or experience Extensive collaborations Unusual point of view or approach

Ask yourself: When someone hears about your work, what images, feelings, and ideas do you want them to associate with you? What’s amazing, special, and inspiring about your work?


13

Beyond Breast Cancer is different from other breast cancer organizations in that we focus on quality of life. While we do provide needed medical information and referrals, we emphasize living as fully as possible, despite the disease. We acknowledge the challenges and limitations of living with breast cancer, and we believe that focusing on activities that our clients are able to enjoy cultivates a higher quality of life than might otherwise be possible.

EXAMPLE: Beyond Breast Cancer


14

WRITING WORKOUT

Brainstorm 5-7 words that you feel describe the essence or personality of your organization (branding words):

a) the unique value you add to your community

b) the attitudes or ideals you hold dear and want to be known for


15

STRATEGY #2: ENGAGE SPECIFIC READERS Donors

Clients

Journalists

Other Activists

Researchers

Web surfers


16

EXAMPLE: INVESTORS Want to be inspired by your vision of success

Have background, concern but may be unfamiliar with your slant, niche, timing

Want to invest wisely in a trustworthy org

Often can get financially involved, but for how much?


17

How is the organization’s work related to my needs or my community’s needs?

Will my money benefit the organization’s actual work, or will it support administrative overhead?

What has been the impact of my past investments?

Who else is already behind this?

Do I already have a relationship with this organization?

QUESTIONS/CONCERNS ON THEIR MINDS


18

DATA YOU NEED TO GATHER

Demographics Geographic location Limitations (time, income, education) Values, hopes, and fears Why they care about your issue and/or

org What they already know or believe Relationship to your organization or issue Their related personal interests or hobbies Information or tools they need to act


19

ASK WHAT THEY WANT

What do they want from reading your materials?

What problems can you help them solve?


20

EXAMPLE: ENVIRONMENTAL EDUCATOR

As a middle-school science teacher , you are always looking for fresh, up-to-date material on today’s pressing issues. With diminishing resources in our public schools, you may find it increasingly difficult to keep up with the times.

On the Envirokids website, you will discover a wealth of high-quality classroom resources updated every semester to reflect changing frontiers in the environmental sciences. Get teaching materials that will inspire your students with dozens of lively class discussion starters, coupled with engaging and educational indoor, outdoor, online, and offline activities.


21

HOW DO WE FIND OUT?

Review event and service evaluation forms Take online or print surveys (with incentive) Hold focus groups

Check web statistics Attend gatherings where they congregate Study published opinion polls Review other online, broadcast, print media

that reflect their mindset Ask others who also know about them


22

STRATEGY #3:EMPHASIZE BENEFITS MORE

THAN FEATURES

Feature: Component or characteristic of what you offer

Benefit: How the features improve the lives of people in your community and satisfy their needs and desires


23

BENEFITS ANSWER THESE QUESTIONS:

What does the organization’s work mean for your community: personally, economically, spiritually, emotionally, socially, etc.?

What will happen as a result of the particular features you offer?

How does your work inspire, excite, entertain, or educate your readers and community?

For each feature you offer, ask “So what?” How does that lead to something better?

“What’s in it for me and us?”


24

WRITING WORKOUTSTEP 1: Draw a line down the center of a piece of

paper. On the left-hand side, write 3 features of the work you do. Leave a few blank lines between them.

STEP 2: On the right-hand side of the line of each feature, write down at least 1 benefit to your readers, the community and/or the environment.: what does your work mean to them: personally, emotionally, socially? Consider your readers’ point of view and see what difference those features will make in their lives—as if they were asking you: “So what?”


25

POWERFUL WRITING TECHNIQUES

“Good writing does not come from fancy word processors or expensive typewriters or special

pencils or hand-crafted quill pens. Good writing comes from good thinking.”

– Ann Loring

www.dfmassachi.net

PRIORITY INFO

Facts and figures

Importance of the issue

Results you envision

Solution you propose

Track record


27

TIE BACK TO YOUR MISSION AND VISION…REPEATEDLY

Evoke a vision of what your community will be like when your organization succeeds in fulfilling its mission.

Make sure you “connect the dots” for your readers over time in an ongoing story of accomplishing your mission.


28

ENGAGE BOTH THE HEART & THE HEAD

Even left-brained people need an emotional understanding

Your reader will remember how you make her/him feel more than anything else you say or do


29

POSITIVE HUMAN EMOTIONSAppreciationBelongingCompassionDignityEmpowermentEncouragementExcitementInspirationJoyLoveSafetyValidation

ExampleYou want your children to be safe and healthy. You always use sunscreen and they never leave home without warm clothes on. You use seat belts. But what about the pesticides sprayed near the school playground your children use every day? Let Parents for Playgrounds tell you about what we have found...


30

Ask yourself: What makes YOU most passionate and inspired about your work?

Let it shine through:

Transcribe what you would say to a respected friend

Act the part of a host giving your readers a tour of the best parts of your “home”

But don‘t dwell on details they don’t want to know.

SHOW YOUR PASSION


31

CONNECT PERSON-TO-PERSON Be reader-centered

Think and write in terms of “you” (the reader)

Briefly communicate shared values, needs, interests

Use their language

Make virtual housecalls


32

We’re all in this together” (locality, event, culture, history in common)

Socio-economic situation

Realities of your readers’ everyday lives

POP CULTURE EXAMPLES

1. “This Modern World” cartoons

2. Dilbert 3. “This American

Life” on National Public Radio

DESCRIBE YOUR SHARED SOCIAL CONTEXT


33

SHOW, DON’T JUST TELL

Convey striking details Use metaphors and similes Show HOW your solution benefits folks Use word pictures:

NOT “affordable housing and good nutrition” BUT “roof and 3 healthy meals a day”

Ask yourself: How would you illustrate the concept in a photo or video?


34

BEST EVER METAPHORS AND SIMILES

(as taken from high school English papers)

1. He was as tall as a six-foot-three-inch tree.2. The little boat gently drifted across the pond

exactly the way a bowling ball wouldn't.3. Her hair glistened in the rain like a nose hair

after a sneeze.4. John and Mary had never met. They were like

two hummingbirds who also had never met.

(Source: Urban legend on the Internet)


35

“TAKE ME THERE, MAKE ME CARE.”

What would reader want to know:

“Can you tell me about a time when X was true?”“How did you feel when...?”“Why do you think that?”“What makes you care about that topic?”“When did you first start thinking that, and how

did you come to that conclusion?”“Can you compare that to an image or experience

that is more familiar to everyone?”


36

PUT NUMBERS IN CONTEXT

The Advocacy Institute and Berkeley Media Studies Group: “social math”

Express numbers in terms of a familiar social context


37

EXAMPLEThe Frameworks Institute used stats from U.S. Dept. of Ed’s 2005 study, “Calories In, Calories Out: Food and Exercise in Public Elementary Schools,” and crafted this message:

“Exercise is something that children need every day. But half of all students attend schools that have reduced their phys ed class to just one or two days per week. Part-time fitness is no more effective than part-time reading or math instruction.”


38

WARNING! “Most people in Africa support their entire families on the equivalent of what Americans spend on pet food.”

The audience heard:

“You want me to choose between my pets, whom I love and care for, and people in other countries.”

Conclusion: “Paying attention to the values inherent in your social math equation is an important consideration in determining its effectiveness.”


39

SHARE STORIES Use short quotes from people similar to your

readers or people they care about. How have they benefited: results and importance.

Main characteristics of great stories:

1. Beginning, middle, end2. Memorable characters3. Interesting setting (time and place)4. Compelling plot with conflict resolution


40

EXAMPLEJuan Romagoza Arce:

“When I testified, a strength came over me. I felt like I was in the prow of a boat and that there were many, many people rowing behind—that they were moving me into this moment. I felt that if I looked back at them, I’d weep because I’d see them again: wounded, tortured, raped, naked, torn, bleeding.... Being involved in this case, confronting the Generals with these terrible facts—that’s the best possible therapy a torture survivor could have.” (www.cja.org)


41

“With storytelling we enter the trance of the sacred. Telling stories reminds us of our humanity in this beautiful broken world.”

– Terry Tempest Williams


42

CLASSIC STORYLINES Good vs. Evil, Good guys vs. Bad guys

Underdog finds justice/wins (David vs. Goliath)

Neighbors help each other (Good Samaritan)

Rags to riches (poor to rich)

Hero turns personal tragedy into community force

Triumph of hard work (American Dream)

What goes around comes around


43

STRESS YOUR UNIQUE ROLE IN COLLABORATIVE EFFORTS

How does your work fit into the larger picture?

EXAMPLE: Appeal letter from the Union of Concerned Scientists

Lead asks: “There are too many environmental groups. Why don’t you folks work together?”

Collaboration is a “guiding principle” for them. By joining, the reader “will be strengthening the entire

Environmental Movement.”

KEEP READER DIVERSITY IN MIND

Clients, staff, investors, board members, partners, and others can hold different power relationships, and may understand little about each other. As writers, we need to be very aware of the impact of our words


45

EMPHASIZE OUR SIMILARITIES

Health and well-being Safety A sense of belonging Loving relationships Education and opportunity Self-esteem Spiritual connection Creativity Striving to be our best

Ask yourself: What are you implying by using the identification words you choose?

America vs. United States

Latino vs. Latino/a vs. Hispanic

Victim vs. Survivor

Client vs. beneficiary vs. partner vs. member

Community vs. population

CHOOSE HOW TO REFER TO SPECIFIC GROUPS


47

LOOK OUT FOR

You may need to reclaim words and phrases that have been twisted:

100% naturalGreen

SustainableHealthier

Family valuesFree tradePatrioticSecurityTerroristSubsidies

SPIN


48

THE LEAD


49

SOME IDEAS Relate bold, unexpected, or controversial

statement or story (see example in handout)

Focus on one representative person or thing

Briefly paint a stunning or humorous word picture

Provide hints of a mystery unfolding

Summarize: who, what, when, where, why, how


50

DON’T START OUT WITH A FOCUS ON “WE”

EXAMPLE

Original: We want to bring native plants back to our community. But we need your help!

Suggested revision: Native plants bring many benefits to our community and help avoid eco-trouble down the line. With just a few simple steps, you can help improve our neighborhood’s environment!

COMPLEMENT WITH GRAPHICS

Worth 1,000+ words, if used well. Photos, charts, cartoons, maps, calendars, diagrams

Not just filling space as an afterthought

Short captions: summarize, ID left to right, double-check names, present tense vivid verbs

Photos: similar to your clients, members, and readers accomplishing/benefiting from your mission


52

ACTIVATE WITH YOUR ENDING! “You have to hold your audience in writing to the very

end—much more than in talking, when people have to be polite and listen to you.” — Brenda Ueland

Your “call to action”:

All the details they need Easy ways to interact with you Limited-time offer or deadline Reminder of the benefits they will enjoy

if they act now


53

LET IDEAS GERMINATE "The beautiful part of writing is that you don't have to

get it right the first time, unlike, say, a brain surgeon." —Robert Cormier

Wait at least 24 hours before starting to revise.

Try keeping a notepad & pen on your nightstand. This invites creative ideas to visit you.


54

USE THE EDITING CHECKLIST

See the handout!


55

CULTIVATE CONCISENESS: LESS IS MORE“Never use a longer word when a short word will do.” -- Ben Franklin

Sentences: 14-20 words max.

No freeloading words; can you go without it?

It’s all about the soundbites

KISSS: Keep It Short, Simple & Skimmable


56

PROOFREAD! Check your document

for grammar, punctuation, spelling, and other slip-ups.

Always read your piece out loud (even if it’s only to yourself). Most people hear words as they read them, so your words should roll off the tongue.


57

Everything you write is for fundraising/marketing

Advance your brand Engage specific readers Focus on benefits (not just

features) FIRST priorities Tie to mission, vision Engage the heart & head Show your passion Describe your shared

context Stress collaborative work

Share stories Connect person-to-person Keep diversity in mind Look out for spin Focus on your lead Show, don’t just tell Put numbers in context Activate with your ending Complement w/graphics Let ideas germinate Cultivate conciseness Use the Editing Checklist Proofread

KEY CONCEPTS


58

WRITING WORKOUT

STEP 1: Share your branding words and benefits with your neighbor.

STEP 2: Use them, the Editing Checklist, and the other concepts

we discussed today, to review the material you brought in. Take on the role of an intended reader.

What worked well? How can you improve?


59

More info on my website and at my exhibit.

MANY OTHER WAYS TO IMPROVE YOUR RESULTS:

Free monthly newsletter (tips, resources)

Multi-session workshops: public and private

One-on-one writing coaching

Tune-ups of any document

Assessment of your org’s writing challenges, recommended actions

Writing To Make a Difference (discount here!)


61

FINAL THOUGHT

"Find a subject you care about and which you in your heart feel others should care about. It is this genuine caring, not your games with language, which will be the most compelling and seductive element in your style.”— Kurt Vonnegut

©2010 dalya f massachi writing to make a difference: the art & craft of turning your words...

Documents