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hook, heart, ask:how organizations can build effective
relationships
@susanmcp1
There are over 1.4 million nonprofit organizations
in the US today.
how can you break through?
who do you want to reach?
Young moms Teens Milennials
Asian Americans
Educators Doctors
what do you want them to do?
DonateBe
AwareVoluntee
r
Spread the Word
Sign a Petition
HostAn event
don’t propose on the first date
you have to build the relationship
hook: getting your audiences’ attention
WHAT MAKES A STRONG HOOK?• Relevant• Simple• Visible • Powerful • Surprising
the hook in action
heart: inspiring your audience to careThis is where the magic happens. The best way to build the relationship and inspire your audience to care? • Storytelling• Authenticity• Empathy• Surround-sound engagement• Community
the heart in action
the heart in action
the heart in action
the heart in action
ask: inspiring action
Once you have your audiences’ attention and have worked to build the relationship, THEN you can make the ask. The ask should: • Offer multiple points of entry• Match the audience • Be clear and direct• Be easy to find on your website,
on an email or wherever
the ask in action
the ask in action
the ask in action
the ask in action
the ask in action
you have to build the relationshiphook, heart, ask in action
EVENT
TARGETED ADS
FACEBOOK PAGE
CELEBRITY SPOKESPEOPLE
LANDING PAGE
SHARING
ENGAGING OFFLINE
EMAIL CAMPAIGNS
MEDIA
TARGET
ADVOCATE
real-world examples: how it fits together
save the children: mom’s the word
HOOK HEART ASK
alta gracia
HOOK HEART ASK
10x10/girl rising
WATCHTHE TRAILER
HOOK HEART ASK
cure violence
HOOK HEART ASK
thank you!
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