new pp for impactmax2

IMPACTMAXNow more than ever

STRATEGY &implementation

Helping nonprofits and philanthropies understand their audiences, messages, and most cost-effective tactics.

Capabilities

• Communications strategic planning• Communications audits and evaluation• Website strategy, content development, and writing• Website evaluation • Social media strategy & content development • Message platforms and taglines• Writing and editing (including video story arcs, op-eds,

speeches)• Publication production• Competition analysis

“The world doesn’t change one person at a time.It changes as networks of relationships form among people who discover they share a common cause and

vision of what’s possible.”Margaret Wheatley, in Leadership and the New Science

Nonprofit communication is about relationships.

70% strategy /30% tactics

My advice: spend 70% of your time on strategy and 30% on tactics.

One of the biggest mistakes nonprofits make is rushing to select tactics before clearly understanding what change they’re trying to effect and who can make it happen.

Once you’re crystal clear about these two things, tactics tend to evolve organically. You know who you’re trying to reach, what they need to hear from whom, and what communication channels they prefer. Tactical choices then become very obvious.

“Gayle brings a wealth of talent and skills to every program. But time and again, I’ve found that her greatest contribution is strategic vision—her ability to define the fundamental value an initiative has to the organization, then to marshal resources and make tactical decisions to achieve that end.”

Tom HornerPartner, Horner Strategies

More than 25 years and 20 awards• Communications consultant, Shepard and Thorsen Inc.• Communications director, The McKnight Foundation• Vice president for communications, The Minneapolis Foundation• Communications director, College of Education and Human Development,

University of Minnesota• Director, Minnesota Gifted Awareness Program• Public relations director, Minneapolis College of Art and Design• Accredited by the Public Relations Society of American in 1996• 20 communication awards from the national Council on Foundations, One

Show and Communication Arts & Print magazines, National Communication Action Network, and Web Marketing Association

Website developmentThe McKnight Foundation

Website developmentTwin Cities LISC

Website developmentEmbrace Open Space issue campaign (The McKnight Foundation)

“Gayle has this amazing ability to not only get projects done beautifully, on budget, on time, but to creatively market the ideas in them on a much larger scale. She’s taken McKnight far beyond effective publications into a wide, innovative spectrum of support or our program goals.”

Neal CuthbertVice president of programThe McKnight Foundation

Issue campaignsEmbrace Open Space campaign ad and poster

Issue campaignsPromise Me Forever parenting campaign (The Minneapolis Foundation)

Open Minds anti-racism campaign (The Minneapolis Foundation)

Issue campaignsMinnesota, Nice or Not immigration campaign (The Minneapolis Foundation)

Issue rangeI’ve written more than 50 opinion-editorials and speeches for nonprofit

executives on topics such as:

Community developmentCommunity engagementAffordable housingEconomic developmentRegionalism and balanced growthUrban designRacism and immigrationThe working poorTransportation policyPlacemakingArt and community development

Challenges in public educationFinancing higher educationThe undergraduate experienceWind energyProtecting open spaceProtecting water qualityPhilanthropy and public policyEthnic philanthropyThe art of nonprofit leadershipThe role of networks in social changeMedia violence

Annual reportsThe McKnight Foundation

Donor marketingThe Minneapolis Foundation

“Naturally a great communicator, Gayle has elevated each project to new heights—thanks to her grand vision. Over the past nine years, we’ve been able to produce not only hardworking communications but also innovative, award winning creativity.”

Stefan HartungPartner, Kick creative agency

Your bottom line is society.You’re not selling widgets. I’ve sat where you sit and felt that same passion

for a better world. I still feel it.

Your reputation is at stake.So is mine. We want exactly the same thing—exceptional quality and

maximum impact.

Gayle ThorsenIMPACTMAX

Minneapolis MNgcthorsen@earthlink.net