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Episode Summary
What compels someone to want to
support your cause? Your story? Your brand? People join movements
because they desire a sense of belonging. Everyone wants to be a
part of something bigger than themselves. They can create movements
that start at a higher level. Movements demand action; and
the way to create action is through developing your messaging and
your brand.A prime example
of the proper use of an effective message and brand is mentioned in
our book, “Brick by Brick” wherein we try to delve into what makes
superheroes so popular. Think about it, superheroes are so
ingrained into our culture to the point that entire franchises are
built upon them. These are some of the most lucrative ventures that
one can pursue. Superheroes are brands in themselves. Comic book
releases that contain the stories of these superheroes are almost
the same as, if not exactly the same, compelling copy.Your community gives support because
they value the social and emotional good done by the organization.
Depending on the supporter, he or she may donate more from the
heart or more from the head. This means people can be compelled by
a message that tells a story or by seeing statistical information
that shows how large of an impact donating can have. Sometimes
you’ll even encounter situations where potential donors, depending
on their personality, are influenced by both. Information such as
the organization’s track record, credibility, story, and visuals
are all important when it comes to connecting to your supporters
and empowering to take action through your cause.Engagement in a community, donating
to a cause, and joining a larger movement is borne from many
reasons. However, the key lies in understanding the motivation of
the giver and providing the type of messaging that builds on what
they respond to. Ask them what they want to get out of giving.
Determining their motivation will help you to better serve your
donors. Doing this will ultimately help you raise more
money.Listen in as we are
joined by Leanna Johnson, of Lost Lass, as she speaks about
360-degree branding, where she encourages organizations to look at
their brand from a holistic perspective and to develop content that
is fully aligned with the brand. This way, the organization can
leverage its messaging through its marketing in a clear and
consistent manner; while forming a community that’s based upon a
strong foundation.
About Leanna Johnson
Leanna Johnson is the founder of Lost Lass, a freelance journalism
brand. Her mission is to discover and create multimedia stories for
businesses and media outlets. She has interviewed Bollywood
actresses, famous journalists and human trafficking activists,
contributed to a national campaign against police brutality, and
written a column on growing up around the world. A passionate
advocate and storyteller, she uses photography, video and radio, as
well as her first love, writing, to investigative controversial
issues. Lost Lass is an international brand based in the Chicago
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About the Podcast
The Grow Your Non-Profit Podcast helps inspired non-profits build and engage their communities so they can improve their online fundraising without tech overwhelm or marketing hype.