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!