Communicating the Mission:Volunteers, Branding, and Online Media

The 24 Spiritual Principles

1. Come Together

2. Proclaim Original Grace

3. Cry With Your Creator

4. Find Your Place in the Circle

5. Think of the Stranger as God

6. Take the Longer Path

7. Make a Small Change and See the Big Difference

8. Let God Sort It Out

9. Stand on New Ground and Believe You Are Not Lost

10. Forgive and Feel Freedom

11. Unite Your Sexuality and Spirituality

12. Show Hospitality to All

13. Laugh at Yourself

14. Consider the Thistle

15. Listen to a New Idea

16. Lose Gracefully

17. Remember You Have Been in the Ditch

18. Walk Behind

19. Live in Gratitude

20. Love Without Judgment

21. Stay on Point

22. Pray for Courage

23. Find Your Way Home

24. Leave Thankfully

Sharing Best Practices to Help Women Recover & Heal

BRANDING

What does it mean to you?

How can you protect your brand?

The way you IDENTIFY yourselves

 How you

TALK ABOUT yourselves

 How you

EXPRESS your own version of this theme:

Welcome to the Circle 

 

The Thistle Farms Experience

Searching for what is:

TRUE RELEVANT DIFFERENTIATING

By listening to EVERYONE in the Circle.

The Thistle Farms Experience

 Love Heals. Every Body Loved. The Power

of Love. 

The Thistle Farms Experience

A Brand Positioning Template

Brand to business objective?• Increase sales• Increase awareness • Influence conversation and action

Who are we talking to?• Women 30-60• Socially conscious• Care about bodies but not at the expense of others or environment

What do they currently think and feel?• Not particularly brand loyal • Thistle Farms considered as a gift for others; often occasion-based

What would we like them to think and feel?• The power of AND: you can care about people and yourself simultaneously• To consider the opportunity cost of buying anything else

What market category are we in?• Conscious care (self and others)

Write a single-minded proposition for your brand. • Every Body Loved

What are the key features of your brand that best demonstrate/ underpin your selling proposition?

Made by women for womenNonprofit – all proceeds go back to Magdalene The belief of everyone involvedTruly independentProactive Real All-naturalDepartment store quality / resultsLip Smoothie voted Best In NashvilleAdjusted pricing that increases our accessibility 

Tone of voice and style

Compassionate and loving Cheeky / bold / spirited / activistStrong and straightforwardAllowed / Aloud – making some noiseInviting / WooingClean, confident (more Dove than earthy)More high end than hippieIntelligentNot sentimental More salt than sugarProgressiveProvocative Aspirational yet real  

Communicating the Mission: Online

Who are your stakeholders?

Program participants VolunteersEmployees Donors & Customers

What do they need to know about you (and you them)?

Services Offered Volunteer & Job OpportunitiesProducts for Sale Donations & Fundraising

And what will they do with the information?

Sign up for a Program Volunteer Apply for a Job Make a Donation

Where will your stakeholders find information?• Search Engines – Google, YouTube, Wikipedia, Guidestar• Paid advertising• Social Networks• Email Marketing• Website • Online Interactions with Employees (Customer Service/Support)

http://www.themillennialimpact.com/research-2012

People – Roles and Responsibilities• Leader• Support staff (Agency?)• Volunteers/ Interns

Map Communications to Goals

Technology – Evaluate, Execute, Expect Change

Set Up Calendar

Measure & Adjust** SET EXPECTATIONS**

How to get it done?

ResourcesSetting Up Your Business Online

Google Apps for Non-Profits: http://www.google.com/nonprofits/join/

WebsitePopulr.me Squarespace Wordpress.com

Email MarketingMailchimp: http://mailchimp.com/resources/guides/mailchimp-for-nonprofits/

Social NetworksFacebook Twitter YouTube InstagramLinked-In Pinterest Google + Tumblr

Researchhttp://www.themillennialimpact.com/research-2012