Nonprofit Community Engagement

Brand Amplification through Compelling Copy


Episode Summary

What compels someone to want to support your cause? Your story? Your brand? People join movements because they desire a sense of belonging. Everyone wants to be a part of something bigger than themselves. They can create movements that start at a higher level.  Movements demand action; and the way to create action is through developing your messaging and your brand.

A prime example of the proper use of an effective message and brand is mentioned in our book, “Brick by Brick” wherein we try to delve into what makes superheroes so popular. Think about it, superheroes are so ingrained into our culture to the point that entire franchises are built upon them. These are some of the most lucrative ventures that one can pursue. Superheroes are brands in themselves. Comic book releases that contain the stories of these superheroes are almost the same as, if not exactly the same, compelling copy.

Your community gives support because they value the social and emotional good done by the organization. Depending on the supporter, he or she may donate more from the heart or more from the head. This means people can be compelled by a message that tells a story or by seeing statistical information that shows how large of an impact donating can have. Sometimes you’ll even encounter situations where potential donors, depending on their personality, are influenced by both. Information such as the organization’s track record, credibility, story, and visuals are all important when it comes to connecting to your supporters and empowering to take action through your cause.

Engagement in a community, donating to a cause, and joining a larger movement is borne from many reasons. However, the key lies in understanding the motivation of the giver and providing the type of messaging that builds on what they respond to. Ask them what they want to get out of giving. Determining their motivation will help you to better serve your donors. Doing this will ultimately help you raise more money.

Listen in as we are joined by Leanna Johnson, of Lost Lass, as she speaks about 360-degree branding, where she encourages organizations to look at their brand from a holistic perspective and to develop content that is fully aligned with the brand. This way, the organization can leverage its messaging through its marketing in a clear and consistent manner; while forming a community that’s based upon a strong foundation.

About Leanna Johnson

Leanna Johnson is the founder of Lost Lass, a freelance journalism brand. Her mission is to discover and create multimedia stories for businesses and media outlets. She has interviewed Bollywood actresses, famous journalists and human trafficking activists, contributed to a national campaign against police brutality, and written a column on growing up around the world. A passionate advocate and storyteller, she uses photography, video and radio, as well as her first love, writing, to investigative controversial issues. Lost Lass is an international brand based in the Chicago area.