Messaging from theMessaging from theMessaging from theMessaging from theRight Side of Your BrainRight Side of Your Braingg

How to convey the heart and soul of your work and inspire a passionate following

About Network for GoodAbout Network for GoodAbout Network for GoodAbout Network for Good

• Upcoming Trainings: Nonprofit911 orgUpcoming Trainings: Nonprofit911.org

• NetworkForGood.org – for Nonprofits

2

Mark RovnerMark RovnerMark RovnerMark Rovner

On  a never ending 

adventureadventure

3

Katya AndresenKatya AndresenKatya AndresenKatya Andresen

Saw the world, never the samethe same

4

Memo to the Left BrainMemo to the Left BrainMemo to the Left BrainMemo to the Left Brain

Why this mattersWhy this matters

Here’s the proof

h d b iWhat to do about it

5

Using your Right BrainUsing your Right BrainUsing your Right BrainUsing your Right Brain

We often lose the heart of what we do when we put it to words.

Your mission statement here

6

Istockphoto,flickr

flickr

THEfunkyman,flickr

What is in your frame?What is in your frame?What is in your frame?What is in your frame?

9

Istockphoto,flickr

Visual VocabularyVisual VocabularyVisual VocabularyVisual Vocabulary

• What is the “art” at the heart of yourWhat is the  art  at the heart of your organization?

10

13

Local HeroLocal HeroLocal HeroLocal Hero

• Who personifies what you do more thanWho personifies what you do, more than anyone?

14

Local HeroLocal HeroLocal HeroLocal Hero

16

Do your words tell the same story?Do your words tell the same story?Do your words tell the same story?Do your words tell the same story?

Thousands of mothers watching their children go to sleep each night in beds rather than on the floor. Children picking out their school clothes each morning from dressers rather than plasticschool clothes each morning from dressers rather than plastic garbage bags. Low‐income, pregnant adolescents receiving the care‐taking skills needed to raise healthy babies. Recently‐homeless parents learning – and putting into practice – the basic life skills needed to find and retain a job. The mission of A Wider Circle is simple: to help individuals and families lift themselves out of poverty

17

Do your words tell the same story?Do your words tell the same story?Do your words tell the same story?Do your words tell the same story?

Thousands of mothers watching their children go to sleep each night in beds rather than on the floor. Children picking out their school clothes each morning from dressers rather than plasticschool clothes each morning from dressers rather than plastic garbage bags. Low‐income, pregnant adolescents receiving the care‐taking skills needed to raise healthy babies. Recently‐homeless parents learning – and putting into practice – the basic life skills needed to find and retain a job. The mission of A Wider Circle is simple: to help individuals and families lift themselves out of poverty.

18

Vivid. Visceral. Visual.Vivid. Visceral. Visual.Vivid. Visceral. Visual.Vivid. Visceral. Visual.

"My heart is full. I feel good. I got nice things that I really needed. My children don't have to sleep on the floor anymore and I can take the sheets off of my windows "sleep on the floor anymore and I can take the sheets off of my windows.

‐‐‐‐Robin

“His father was just killed... He slept with that [new] toy all night. I just sat up all night at the frame of the bed thinking and thanking God that there are people like you and a place like this Myof the bed thinking and thanking God that there are people like you and a place like this. My house feels like a home again.”

‐‐‐‐Anonymous 

“My kids and I are sleeping on the floor They get up for school and they are tired My doctor saysMy kids and I are sleeping on the floor. They get up for school and they are tired. My doctor says that I need to get up off the floor. I have an air mattress but it is full of holes. I was so happy when I called you… Knowing that I would get the beds at some point was the light at the end of the tunnel. I have been smiling from ear to ear all day long. ”

Alexis

19

‐‐‐‐Alexis 

WhatWhat isis a brand mantra?a brand mantra?WhatWhat is is a brand mantra?a brand mantra?

“The irrefutable essence or spirit of brand

www.SeaChangeStrategies.com

The irrefutable essence or spirit of brand positioning.”

20

WhatWhat isis a brand mantra?a brand mantra?WhatWhat is is a brand mantra?a brand mantra?

“… touchstones that help shape what kinds of products ouc s o es a e p s ape a ds o p oduc sand services brands create, how they conduct their business, and even how decisions are made as to what ki d f l h hi ”kind of people they hire.”

Scott Bedbury,  “A New Brand World”

21

A good mantraA good mantraA good mantraA good mantra

• AuthenticAuthentic

• Connects the spokes

i f l d i d ff• Meaningful to donors, constituents and staff 

• Connects to timeless values – think Maslow

• Emotional appeal equal to or greater than the intellectual

22

NikeNikeNikeNike

Authentic Athletic PerformanceAuthentic Athletic Performance

23

StarbucksStarbucksStarbucksStarbucks

Rewarding Everyday MomentsRewarding Everyday Moments

24

Apple ComputerApple ComputerApple ComputerApple Computer

Creative Simplicity IrreverentCreative Simplicity Irreverent

25

DisneyDisneyDisneyDisney

Fun Family EntertainmentFun Family Entertainment

26

Theirs: Because each of us has the ability Theirs: Because each of us has the ability to end poverty.to end poverty.

Ours: Bringing hope home.Ours: Bringing hope home.g g pg g p

27

[Your Brand Mantra Here][Your Brand Mantra Here]

28

The Hemingway Six Word StoryThe Hemingway Six Word StoryThe Hemingway Six Word StoryThe Hemingway Six Word Story

• For sale baby shoes Never wornFor sale, baby shoes.  Never worn.

29

Helping people rise out of poverty

Suggestions?Suggestions?

31

Saw it, felt it, saved it.

32

What’s Your Six Word Story?What’s Your Six Word Story?

33

So what do you do with all this?So what do you do with all this?So what do you do with all this?  So what do you do with all this?  

Find an exercise that resonates with you 

Practice, practice, practice

Connect with the feeling i ievery time you write

34

Istockphoto,flickr

Questions?Questions?

35

36