15th Annual Conference on Sustainability Strategies

Mission and Messaging: Cutting Through the Noise

Nov. 29-30, 2007 • Hyatt Regency • Phoenix

Workshops will cover a range of sustainability strategies: strong leadership, sound resource development and effective strategic planning.

Thursday, Nov. 29, 9 a.m. – 12 p.m.
Pre-conference Workshops*

“Developing a Marketing Plan,” with Steve Bast; Nucleus Marketing Lab
Who should attend: nonprofit staff, senior level staff
Sustainability strategies: resource development, strategic planning

Someone once said that a failure to plan is a plan to fail.  While it's easy to fail to remember who said it, many know she/he is 100 percent correct, especially when it comes to marketing plans. Marketing is a term that takes a fair amount of abuse in the nonprofit world. Some use it when they mean development. Some use it when they mean events. In this workshop, participants will take a close look at the fundamental definition of marketing and discuss a marketing plan as a critical task in truly relying on marketing to benefit your organization. You'll break down the steps of a marketing plan from understanding your situation, analyzing your audiences, setting realistic goals, writing strategies and tactics, and collaborating with vendors to put the plan into action. If you think marketing plans are for big sophisticated companies with big wallets, think again.  Marketing can work for your organization and this workshop will set the proverbial table for you. You'll leave with your marketing plan already in progress and, more importantly, you'll leave with a bit more enlightenment about the sometimes confusing world of marketing.

“Media Relations Training,” with Damon Gross; APS
Who should attend: nonprofit staff, senior level staff, board members, volunteers
Sustainability strategies: resource development, strategic planning

Will you be prepared when the media shows up on your doorstep? Whether it’s because your organization is trying to proactively reach its audience or because a crisis has brought unexpected scrutiny, the media’s questions are only a phone call away. Being prepared to manage your organization’s reputation in good times and in bad is vital to the success--even the survival--of a business. Attendees will learn the dos and don’ts of dealing with the media in this interactive presentation that will include clips of interviews and press conferences gone awry. This fun, informative seminar will help prepare you for the day the media pays a visit. And, sooner or later, they will.

“Annual Fundraising,” with Nancy Grace; Graceful Fundraising, LLC
Who should attend: nonprofit staff, senior level staff, board members
Sustainability strategies: leadrship, resource development and strategic planning

This workshop incorporates information on a wide variety of relevant issues in the world of fundraising—from national trends to state and local activities. Not only will you take an in-depth look at all elements of annual fund fundraising, you will also learn valuable tips that can be taken back to your organization to help you become more active and effective fundraisers.

*Pre-conference workshops are an additional $75 per workshop in addition to your conference registration fee.

Thursday, Nov. 29, 12:15 – 1:30 p.m.
Opening Speaker

“Basics of Managing Your Brand,” with Joselyn Zivin, Ph.D.; Lipman Hearne

Nonprofit organizations are discovering what corporate enterprises have long known; brand clarity creates success in securing funding and other forms of support (membership, advocacy, etc.) from target audiences. Effective brand management helps ensure that all voices promote a shared vision, use a common language, and consistently reinforce the core “reasons to believe.” In this session, we will consider how to be champions for branding with our internal stakeholders, how to gather the “ingredients” for understanding our distinctive organizational brands, and how to use a brand model to create a blueprint to guide communications and marketing. We will review a detailed case study of a well known nonprofit that has successfully undertaken a brand rejuvenation exercise. The goal will be for session participants to leave with a clearer and more confident vision of how to bring best practices in branding to their own organizations.

Thursday, Nov. 29, 1:30 – 2:45 p.m.
Afternoon Session Workshops

“Fund Development in Communities of Color,” with Larry Smith; Indiana University Center on Philanthropy
Who should attend: nonprofit staff and/or volunteers
Sustainability strategies: resource development and leadership

Attendees will discuss the similarities and differences vis-à-vis fund development in communities of color as compared to Caucasians, with free flowing discussion—including the issue of whether such differences actually exist. Indeed, some would argue that “fundraising is fundraising is fundraising.” No matter one’s perspective, trust that everyone will leave this session feeling engaged, empowered, and energized. Most importantly, workshop participants will be better equipped to resume their careers, whether as academics or practitioners. Those who have a genuine interest in this topic are encouraged to bring their ideas, experiences, observations, and intellect to this session.

“Crisis Communication: Preparing for Crisis Before it Happens,” with Troy Corder; Critical Public Relations
Who should attend: nonprofit staff, senior level staff, board members
Sustainability strategies: leadership, strategic planning

Preparing for a crisis before it occurs is essential to managing the media. Attendees will learn how an organization can create a crisis communications plan; what to do first after a situation occurs; and how to develop appropriate talking points. Recent case studies will be shared as examples to demonstrate real life situations.

“Poised to Promote: Communicating Online with Stakeholders,” with Michael Clark; NPower Arizona
Who should attend: nonprofit staff and/or volunteers
Sustainability strategies: resource development and strategic planning

Online communications are now a critical component of nonprofit work, but with so many choices available, it can be a complicated mess to sort out. This session will look at the basics of good online communication. Starting with the Web site itself, attendees will be asked to assess their current Web sites (or lack of a Web site) and will look at examples of good online communication techniques. The session will then move into strategies and available services for distributing emails to large audiences, producing an electronic newsletter, and a look at some popular communities online.

“Special Event Marketing,” with Cathy Planchard; Mindspace Advertising and Public Relations
Who should attend: nonprofit staff and/or volunteers
Sustainability strategies: resource development and strategic planning

This presentation will focus on how to create an overall marketing plan to create compelling and well-attended events. From Web site considerations to public service announcements, media relations and internal communications, it takes a well orchestrated marketing plan to really make your events sizzle. The presentation will conclude with a group exercise in which the audience, in small groups, will plan a special event defined by the group.

"Getting Your Board on Board: Board Development and Management,” with Amy Gibbons; Boys and Girls Club of Metropolitan Phoenix
Who should attend: nonprofit staff, senior level staff
Sustainability strategies: resource development, strategic planning

As president of the Boys & Girls Clubs of Metropolitan Phoenix, Amy credits her board as the reason for the strong brand of the Boys & Girls Clubs in our community. She will explain that a strong board of directors is essential to the success of any nonprofit organization. Amy welcomes the board's involvement as they are involved in all aspects of the Boys & Girls Clubs including marketing, public relations, fundraising, finance, etc. but not the day-to-day activities. As a 30 year professional in the nonprofit sector, Amy will help you learn how to keep your board motivated and organized, and learn what you should expect from your board of directors, how to develop a great board of directors, and how to prevent creating a “nightmare board.”

Friday, Nov. 30, 8:30 a.m.
Opening Speaker

Chuck Gould, Volunteers of America
"Your Story Is Important…Tell It"

Friday, Nov. 30, 9:45 – 11 a.m.
Morning Session I workshops

“Maximizing Fundraising Success through Branding, Marketing and Communications,” with Richard Tollefson, The Phoenix Philanthropy Group and Thomas McMillian, Expand360.com
Who should attend: nonprofit staff, fundraising staff, board members
Sustainability strategies: resource development and strategic planninig

A strong brand and effective marketing and communications strategies are essential to fundraising success. If people do not know your organization, why would they become engaged with you? If the public is unaware of your mission, how would they know the impact you have on society? If constituents and stakeholders are not compelled by the story of the lives changed by your organization or how society benefits from your work, why would they invest? This session will explore how not-for-profit organizations can apply best practice marketing strategies and tactics to build awareness and interest in the marketplace, motivate involvement and engagement, and create a foundation for strong fundraising success.

“Content is King: Market your Web site with clear communication and active participation,” with Sherman Boyd; TwoCell LLC
Who should attend: nonprofit web content creators/editors, senior level staff Sustainability strategies: resource development and strategic planninig

This workshop covers methods for promoting your nonprofit Web site online, including the development of a basic Web site marketing plan. With more Web site traffic comes more volunteers, donations and opportunities. Make sure you are using all the tools at your disposal. The audience should be Web site decision makers or web content creators, as the workshop will concentrate on high level strategy, not technical details or basic concepts.

“Media Relations for Nonprofits: Tell Me Your Story,” with Cassidy Campana; Parenti Communications
Who should attend: nonprofit staff, senior level staff, board members
Sustainability strategies: resource development and strategic planninig

In this workshop participants will learn the role of public relations in a communication plan, how to maximize coverage of your organization or event, what kinds of partnerships media outlets look for, and some non-traditional outlets for getting the word out about your work or events. Upon completion of this workshop, participants will know how to generate more positive coverage for their organizations or special events and understand how to map out a public relations plan for their group or event.

“Collateral: What is it and why do you need it?” with Ben Gordon; R&R Partners
Who should attend: nonprofit staff, senior level staff
Sustainability strategies: resource development and strategic planninig

Attendees will walk through a “who, what, where, when, why and how” of collateral. What are its traditional uses? How does it fit into your organization? How has technology and the Web changed it? Examples will be shown throughout the workshop and attendees will have the opportunity to participate in a question and answer session.

“The Magic of Marketing,” with Stephanie Nowack; Tempe Convention and Visitors Bureau
Who should attend: nonprofit staff, senior level staff
Sustainability strategies: resource development and strategic planninig

Participants will learn some of the fundamental principles of marketing; what it is, why it is important to an organization and how they can make the most effective usage of their resources to maximize the effectiveness of their marketing strategies. Participants will have a chance to look at the marketing of their own organizations, assess their strengths, weaknesses, and opportunities and identify what they are doing to differentiate themselves in the marketplace.

Friday, Nov. 30, 11:15 a.m. – 12:30 p.m.
Morning Session II workshops

“Marketing to Attract Voluntters," with Irma Leyendecker, St. Mary's Food Bank Alliance
Who should attend: nonprofit staff and/or volunteers
Sustainability strategy: resource development

St. Mary’s Food Bank Alliance of Phoenix has a very robust volunteer program, but how did they get to this point? Attendees will hear a brief history of the organization, an overview of St. Mary’s volunteer program, and how they utilize their volunteer base. The session will conclude with a brief presentation on volunteerism.

“Building A Brand Platform,” with Dale Erquiaga; Consensus LLC
Who should attend: nonprofit staff and/or volunteers, senior level staff
Sustainability strategies: resource development and strategic planning

Where does effective brand management begin? With a promise. In today's information free-for-all, branding is the art of relationship building. This workshop will explore a framework for promising target audiences something they want—and you have to offer. Attendees will leave with simple tools they can use to think about the brand promise their organization makes to members, donors, volunteers and others. Explore how the promise, values and personality of the nonprofit brand forge a powerful platform. Using this as a foundation, participants can later take steps to create or improve marketing communications materials.

“Funder Perspectives on Marketing and Communications,” with Ken Gladish, Ph.D.; Johnson Center for Philanthropy and Nonprofit Leadership, Grand Valley State University
Who should attend: nonprofit staff, fundraising staff, board members
Sustainability strategies: resource development and strategic planninig

Nonprofit organizations are constantly challenged to represent themselves and communicate about their work in effective, efficient and engaging ways. The challenge of such communication may seem even more daunting when the intended audience is colleagues and leaders in the foundation and grant making sector. In this workshop key principles of communication with these groups will be explored. Workshop participants will be introduced to a suggested discipline related to such communication and representation practices.

“Information: What Must Be Shared and What Must Be Protected,” with Ellis Carter and Kendis Muscheid; Fennemore Craig P.C.
Who should attend: senior level staff, board members
Sustainability strategy: strategic planning

This workshop will walk through the various laws that govern rights to a nonprofit's information. Specifically, the presenters will review the internal revenue code rules, Arizona statutes regarding members and open meeting laws to determine what must be disclosed, to whom, and in what manner. Participants will then walk through several hypothetical fact patterns involving calls from the press, a disgruntled member, a lawyer of a terminated employee, a donor and an upset school board member.

“Successful Media and Public Relations: Branding, Relationship Development, Techniques and Planning,” with Carrie Walker-Ostroski and Tobey Erskine; Florence Crittenton
Who should attend: nonprofit staff
Sustainability strategie: resource development, strategic planning

Florence Crittenton is fortunate to have its own public relations and communications manager, but sometimes it takes a third party to get the message out. Attendees will learn tips to maximize budget dollars for creative publicity, the steps they took to build and create an identity in the community, and how branding, mission, logo and collateral development has helped them create awareness. Relationships are vital to nonprofit organizations—learn how Florence Crittenton selected the vendors they knew would help strengthen those relationships.

Friday, Nov. 30, 2 p.m.
Closing Speaker

“Elevating Your Elevator Speech,” with Dave Sherman; Connection Pros
When someone asks you what you do for a living, how do you answer? Do you merely say, “I work at a nonprofit,” or do you have a finely crafted message that will make people stop and take notice of you? This program focuses on how to create and deliver a powerful 30-second commercial that will not only tell people what you do but why they need to learn more about you and your organization.
You will learn how to:

• Grab people’s attention in 10 seconds or less
• Get these people to start talking about YOUR organization
• Create more contacts and connections than ever before
• Be more comfortable and confident when delivering your elevator speech