Marketing Made Simple

#173: Getting Unstuck—The Brandscript Hack For Nonprofit Marketing

Sep 11, 2024

Marketing for nonprofits involves balancing messages for both beneficiaries and donors. Discover how to create tailored brand scripts that resonate with younger donors without losing sight of your mission. Learn strategies to depict donors as heroes and avoid common pitfalls in nonprofit messaging. Get practical tips to enhance your marketing efforts and connect more effectively with your audience. Unlock the secrets to successful storytelling in a competitive landscape!

28:39

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Quick takeaways

Nonprofits must create two distinct brand scripts to effectively communicate with both donors, portraying them as heroes, and beneficiaries, highlighting their struggles.

Tailoring messaging based on specific needs and contexts, such as urgent situations or ongoing initiatives, enhances outreach and engagement for nonprofit missions.

Deep dives

Utilizing the StoryBrand Framework for Nonprofits

The StoryBrand framework provides a structured approach to marketing for both for-profits and nonprofits, highlighting the importance of clarity in messaging. Nonprofits, however, must navigate the unique challenge of serving two distinct audiences: the beneficiaries they help and the donors who fund their initiatives. In this context, while the people served are the true heroes, marketing must position donors as heroes who enable change, addressing their desires and problems directly. This nuanced storytelling allows nonprofits to engage effectively with supporters while maintaining focus on their core mission.

Intro

2min

Navigating Nonprofit Marketing Challenges with the StoryBrand Framework

10min

Crafting the Perfect Brand Script for Nonprofits

17min

Marketing for nonprofits can feel like a balancing act. You're juggling two distinct audiences—the people you serve and the donors who make it all possible. The challenge lies in crafting a message that speaks to both audiences without diluting your core mission. But when your messaging feels off, it’s easy to get stuck, unsure about what will make the maximum impact. So how do you find that sweet spot where your message resonates with everyone who matters?

In this final part of the Getting Unstuck series, host Dr. J.J. Peterson answers a question from a listener named Amy Murray, who wants to know how to use the StoryBrand framework to attract younger donors in a competitive nonprofit space. J.J. shares his insights on creating two brand scripts—one for your mission and one for your donors—and how to use them to connect with both groups effectively. He breaks down the steps to avoid common mistakes and get your marketing back on track. If you’re having trouble reaching your audience or need fresh ideas to improve your nonprofit’s messaging, tune in and get strategic tips you can start using right away.

CLARIFY YOUR MARKETING AND CREATE YOUR FREE BRANDSCRIPT: Storybrand.com/sb7

HIRE A STORYBRAND CERTIFIED GUIDE TO HELP CREATE THE MARKETING AND MESSAGING YOUR BUSINESS NEEDS TO GROW: MarketingMadeSimple.com

HELP US DELIVER EVEN MORE VALUE EACH WEEK BY COMPLETING OUR HERO MAKER SURVEY: StoryBrand.com/Survey

STORYBRAND INSTAGRAM: instagram.com/StoryBrand