Issue 64
October 23, 2007

NEWSNOTES is a monthly email newsletter published by NEW. It covers resources available at NEW in Ann Arbor as well as items of interest to the nonprofit community in southeastern Michigan. NEWSNOTES is proud to celebrate its sixth year of publication, with delivery to over 1000 subscribers every month! We welcome your feedback and suggestions.

NEW would like to recognize the generous support of its Community Partners:

IN THIS ISSUE

LEAD STORY

Put Persuasive Storytelling to Work for Your Nonprofit

By Nancy E. Schwartz*

Most successful communications products, both print and online, have something in common. They begin with a real story about a person or situation that motivates the reader to read on. And, just like a good novel, the story features interesting characters, a rich context and a compelling plot. Think "Anna Karenina," not Danielle Steel.

Storytelling cuts through the mass of information surrounding us. So, instead of being bombarded with facts, names, figures, and other chunks of information that dull your prospect's interest, a story lead makes what you're trying to say seem personal and exciting.

For example, instead of promoting a two-year-old program (and promotion is the first step in fundraising) with a promise of being able to "provide art and music classes for 8,400 children in 450 Philadelphia elementary schools that currently offer none at all," you can lead with a story like this: (NOTE: This is a fictional scenario.)

"In 2001, fifth-grader Arlene Sherman was one of the first elementary school students in her Philadelphia district to participate in the Art for All program. Arlene, who had never before had art or music classes in school, found that she loved to sing, and had a talent for it. After three years in the program, one of her middle school teachers took Arlene to an audition for a city-wide children's choir, and she made the cut. After three years as the lead alto in the choir, Arlene is now the student choirmaster, and has started a choir in her own high school. Thanks to Art for All, Arlene now loves music, and has honed her singing talent. Even better, she's spreading her passion, and her knowledge, with fellow students."
When you use a story like this, you must tell the truth. Exceptions are stories that you clearly label as based on imagination by saying something like "Imagine .."

Well-told stories (or case studies, which for promoting programs and services serve the same purpose) enable your nonprofit to communicate more effectively. Through compelling stories, you:

• Sound experienced and expert.
• Present your information in a way that makes people enjoy reading it and remember it more easily.
• Avoid barriers of excess information.
• Pull together many independent facts and figures into an easy-to-absorb whole.
• Show (and not tell) your reader what you're really delivering.
• Make your message more manageable.
• Give your audiences an easy way to understand (even visualize) and explain his participation decision (to volunteer, to give, to serve on the board).to himself and others.

There are nine elements to any good story, whether storytelling lead, novel, or movie. A good story:

• Is relevant to your audiences
  Know your audiences and what they care about. Choose an example, and craft the story, to focus on those passions.
• Is usually about a person or people
  We're far more attracted to stories about people than stories about machines, ideas, strategies, or the like.
• Carries an underlying message
  The message in a storytelling lead is usually your promise or an idea that leads directly to your promise.
• Is dense with detail
  Details give stories (and promotions) a texture of credibility
• Is entertaining, and entertainingly written, as the story builds, and ultimately, surprises
  A story about a kid in music class isn't as exciting as Arlene's success story. Evolution or adventure makes a good read.
• Isn't too long
  Ever been to a movie that you felt ended two-thirds of the way through? You probably wanted to (and maybe did) walk out as the story dragged on. If you're writing a storytelling lead, don't make your audiences suffer the same way.

So when you're shaping the messages for your next campaign, annual report, or service/program promotion, see what stories you can find and feature them in your copy. And, take one step further to fortify your stories with photos and testimonials if possible.

When you do, I think you'll see what a difference a story can make, and find lots of applications for stories in your nonprofit's communications.

© 2002-2007 Nancy E. Schwartz. All rights reserved.

*About the Author
Nancy E. Schwartz helps nonprofits succeed through effective marketing and communications. As President of Nancy Schwartz & Company, Nancy and her team provide marketing planning and implementation services to organizations as varied as the Robert Wood Johnson Foundation, Center for Asian American Media, and Wake County (NC) Health Services.

Subscribe to her free e-newsletter "Getting Attention", and read her blog at http://www.gettingattention.org for more insights, ideas and great tips on attracting the attention your organization deserve

Additional Resources:

• Find other service providers, websites and books to help with marketing ideas through ResourceConnect, your first stop for all your information needs.

FEATURED ITEMS

NEW's Detroit Office Is Ready For You

Nonprofits in Detroit will now have convenient access to the experts at NEW! Starting in October, NEW'S Detroit office will be open for visits every Wednesday from 9 a.m. to 5 p.m. Visit us to:

• Get advice on issues facing your nonprofit
• Learn more about the valuable and affordable services provided through NEW's programs
• Do some FREE donor prospect research through The Foundation Directory Online, a database of over 88,000 funders and a half million grant records.

NEW's Detroit office is located at Hannan House (4750 Woodward Ave, Suite 308, Detroit, MI 48201). Appointments are recommended. Contact Ann Gladwin (313-887-7788).

NEW and Nonprofit Finance Fund Co-Host Free Reception

Tuesday, October 9, 2 p.m. - 4 p.m.
NEW Center, Ann Arbor

Thanks to the generous support of the Ann Arbor Area Community Foundation, NEW and the Nonprofit Finance Fund are pleased to host a FREE learning and networking reception for nonprofits on Tuesday, October 9 from 2 p.m – 4 p.m. at the NEW Center in Ann Arbor.

This reception will offer a chance to mingle with your fellow nonprofits and get to know the NEW and NFF staff and services. It will feature a 45 minute presentation by Dione Alexander of NFF titled "Bridging the Gap - Five Principles to Build Nonprofit Wealth". Space is limited, so please RSVP to detroit@nffusa.org (313-965-9145 x12). See you there!

Fall Trainings at the NEW Center

Don't miss these valuable workshops being offered at the NEW Center in Ann Arbor this fall:

• Serving on a Nonprofit Board, presented by NEW's BoardConnect^® program, October 16, 3 p.m. to 6 p.m.. Learn more...
• Branding Your Way to Sustainability, presented by the Michigan Nonprofit Association on October 18 from 9 a.m. to noon. Learn more...
• Nonprofit Organizations and Volunteer Liability: Protecting Your Organization and Its Volunteers, presented by the Michigan Nonprofit Association, October 24, 9 a.m. to noon. Learn more...
• The Getting Started Workshop Series: How to Form 501(C)(3)Public Charity in Michigan (a three part series), presented by the Michigan Nonprofit Association, October 30, November 6, and November 13, 4 p.m. - 7 p.m.. Learn more...
• Building Your Board, presented by NEW's BoardConnect^® program, November 8, 9 a.m. to noon. Learn more...
• Starting Off Right: Board Member Orientation, presented by NEW's BoardConnect^® program, November 15, 4 p.m. - 6:30 p.m.. Learn more...
• Leading Your Board Beyond the Basics, presented by NEW's BoardConnect^® program, December 13, 4 p.m. - 6 p.m.. Learn more...

Additional BoardConnect^® Trainings

BoardConnect^® will also offer these workshops in Southeast Michigan in the near future:

• Serving on a Nonprofit Board, Wednesday, September 26, 2007; 1 p.m. – 4 p.m., Tech Town, Detroit. Learn more...
• Rejuvenating Your Board, Monday, October 1, 2007, 9 a.m. – 11 a.m. The Guidance Center for Excellence, 13111 Allen Rd., Southgate. Learn more...
• Building Your Board, October 24, 9 a.m. - noon, New Detroit
  3011 W. Grand Blvd. Detroit. Learn more...

Other Notable Trainings

• Grant Resources Face to Face, a Two-day Workshop for Nonprofit Organizations
  Greater Grace Temple, 23500 W. 7 Mile Rd., Detroit,
  
  • Grant Writing Face to Face: Thursday, October 4, 8 a.m. - 3:30 p.m. Choose from fifteen workshops on effective grant writing. Learn strategies to write stronger requests.
    
  • Funding Face to Face: Friday, October 5, 8 a.m. - 3 p.m. – an opportunity to receive grant seeking advice from a variety of funders who make grants in southeastern Michigan. Learn more...
    
  
  
• Financial Fitness: Training for the Professional
  Wednesday, October 10, 8 a.m. - noon,
  Morris Lawrence Bldg, Washtenaw Community College
  
  Anyone who serves the public and wants to develop financial literacy for clients is encouraged to attend this free seminar, sponsored by Washtenaw County Professional Development. Register by contacting Linda Wicks (734-222-6565). Learn more...

Catch the Nonprofit Buzz

Thursday September 27 at 9 a.m,
www.metrochickradio.com

The second show of the Nonprofit Buzz on Metrochick radio will air online at http://www.metrochickradio.com on Thursday September 27 at 9 a.m, with the theme of collaboration. Diana Kern, Director of Board Programs at NEW is the host of this exciting new program airing the last Thursday of each month. Guests for this show include Karen Ray, author of The Nimble Collaboration; a staff member from CityConnect Detroit and a representative from the Family Support Network. Gather your colleagues 'round the computer Thursday morning. We'd love to get feedback on the show and ideas for future broadcasts. Next month's theme will be marketing.

Announcing The Board Room - Information for Board Effectiveness

BoardConnect^®, a program NEW, is pleased to introduce the The Board Room — a collection of templates, forms, and samples to use in conducting nonprofit board business. For just $25 per year, you will have access to more than 40 documents that can be downloaded and adapted for your organization’s use, in the following areas:

• Assessment and Strategic Planning
• Board Recruitment
• Board Orientation
• Management and Oversight
• Responsibilities, Accountability and Ethics

When you subscribe to The Board Room, you will receive a user name and password that can be shared among your staff and board members. This streamlined, practical set of tools, updated regularly, align with BoardConnect^® trainings and current best practices within the nonprofit sector.

For more information, contact Dallas Moore (734-998-0160 x206).

NEW Co-Sponsors MNA Reception to Welcome Kyle Caldwell

Tuesday, September 25, 4:30 p.m. – 6:30 p.m.
Washtenaw United Way, 2305 Platt Rd., Ann Arbor

NEW, the Ann Arbor Area Community Foundation, and the Washtenaw United Way are pleased to co-sponsor a community reception to welcome Kyle Caldwell as the new President and CEO of the Michigan Nonprofit Association. The reception is on Tuesday, September 25 from 4:30 p.m. - 6:30 p.m. at the Washtenaw United Way. Please RSVP as soon as possible to Lisa Sommer (517-492-2412). Business attire is suggested. Visit MNA's website for more information.

Meeting for Ann Arbor Fundraisers

Thursday, September 27, 3:00 p.m.
NEW Center, 1100 N Main St., Ann Arbor

The Association of Fundraising Professionals (AFP) is exploring the idea of offering a unique opportunity to Washtenaw County area fundraisers. It's called a "Network" and would offer the full benefits of AFP membership in the Greater Detroit Chapter while providing local programming and networking for Ann Arbor area fundraisers. There will be a meeting for those interested in taking advantage of this new "Network" membership status on Thursday, September 27, 3:00 p.m. at the NEW Center in Ann Arbor.

If a Network for the Ann Arbor area were to be formed under the aegis of the Greater Detroit Chapter, and if you were to become a member of AFP, you could take advantage of all the training events, networking possibilities, and all other benefits membership while also having local Ann Arbor functions.

The purpose of the meeting is twofold: 1) assess your interest and gather your opinions about what you'd like to see happen and what you need from a professional association, and 2) lay out the details of the "Network" membership option so you can see just how this would work.

First-time members will be offered half-price dues of just $125! No need to RSVP or register for the meeting. Questions? Contact John Fike (734-484-2166).

Need Help with Accounting?

Graduate students of accounting at Eastern Michigan University are available to provide free help to nonprofit organizations during the current term. A three-student team might set up an accounting system and chart of accounts, prepare your 990 form, or develop a strategic financial plan. Each student will provide about 20-25 hours of service between now and December.

Please contact Professor Howard Bunsis (734-487-1070) for more information.

Reminders

• Crain's Detroit Best Managed Nonprofit Contest; applications due September 24
• Public Policy Forum: Importance of Education, October 8.
• Nonprofit Day, Wednesday, September 26. Registration deadline was September 19. Speaker Andy Dillon, Senate Majority Leader Mike Bishop and other legislative leaders are scheduled to attend this one-day conference focusing on issues impacting the Michigan nonprofit sector.

REGULAR FEATURES

Tools You Can Use is a free email newsletter from Fieldstone Alliance which arrives about every 3 weeks. Each issue features a free management tool or idea to help you and your nonprofit be more effective. The sample provided online is “Dealing Effectively with Nonprofit Board Conflicts.” Past issues on a wide array of topics can be found under free tools.

Nonprofit Bulletin Board

Visit NEW's Nonprofit Bulletin Board to post and view notices about free resources, fundraising opportunities, and other items relevant to the Southeast Michigan nonprofit community.

Events Calendar

Ann Arbor Area Convention and Visitors Bureau calendar of events. E-mail Nick Miller to request a password to submit an event.