Communication Strategies Jon Severson & Jack Stahlmann

Communication Strategies

Jon Severson & Jack Stahlmann

2011 Communication Tools

Banners and logos:

Brochures and Key Message Cards:

Sample Timeline

8 Weeks: Thank

you and results from 2010

6 Weeks:Profiles of campaign leadership

and volunteer options

4 Weeks:Stories

featuring Basic

Needs, Education

and Health

3 Weeks:

Send out United

Way video and

success stories

2 Weeks:CEO

message, including

your campaign

goals

1 Week:Publish

schedule of activities,

pledge instructions & profile of

donor(s)

Sample Communication

Social Media

• Facebook• Twitter• Blog

United Way Blog

Twitter

Key Message

Giving to United Way is the most effective way to impact our community’smost pressing problems.

Fundamentals of a

Good Story

• Know your audience• Feel the passion• Make it real

1. General, basic, short – keep it simple

2. More time & interest – add emotion & invitation

3. Sophisticated – dig deeper into who, what, how

Audience and Messaging

Emotional Appeal

Stories and Examples:

What evokes your passion for United Way?

Examples

• 30 second elevator

• 2 minute overview

Round Robin Practice

1.Split into groups of 2-3

2.Use “Building Your Message” worksheet

3. Work alone for 5 minutes to complete your story telling worksheet

4. Then each person practices giving their speech to the other two

5. Provide feedback – what worked best, what could be improved

Q & A