YOU are not the hero - Your Donor is | Interview with Dr. JJ Peterson StoryBrand

Using the Whole Whale - A Nonprofit Podcast

This week's podcast features an enlightening conversation with Dr. JJ Peterson, head of StoryBrand ( mystorybrand.com )

and co-host of the Marketing Made Simple podcast. Dr. Peterson shares his expertise on how nonprofits can leverage the StoryBrand framework to clarify their messaging and engage donors more effectively. With a background in both the nonprofit and for-profit sectors, he offers unique insights into the differences and similarities in their marketing strategies.

Key Topics and Guests:

• Guest: Dr. JJ Peterson, head of StoryBrand, adjunct professor at the Owen School of Business at Vanderbilt, and co-host of the Marketing Made Simple podcast.
• Main Topics:
  • The StoryBrand framework and its application to nonprofit marketing.
  • The importance of viewing donors as customers.
  • Strategies for creating compelling narratives that engage donors and drive action.
  • The significance of clear, concise messaging in reducing donor fatigue and increasing engagement.
  • Effective email marketing and donor follow-up strategies.

Critical Insights and Quotes:

• StoryBrand Framework: Dr. Peterson outlines the seven elements of a compelling story: character, problem, guide, plan, call to action, success, and failure. "Nonprofits need to position their donors as the heroes of the story," he emphasizes.
• Donor Engagement: "When people get to be a part of transformational work, their lives are better because of it," says Dr. Peterson, highlighting the importance of inviting donors into the narrative.
• Email Marketing: Dr. Peterson advises nonprofits to use nurture emails to stay connected with donors throughout the year, providing value without always asking for donations. "You want to be there, top of mind, when they are ready to give," he explains.
• Overcoming Objections: Addressing potential donor objections head-on can build trust and transparency. "Acknowledge the objection and then explain how you address it," he suggests.

Calls to Action:

• For Nonprofits: Visit mystorybrand.com to create a brand script that will help clarify your nonprofit’s messaging.
• For Listeners: Subscribe to the Marketing Made Simple podcast for more valuable insights on marketing strategies.

Closing Thought:

Dr. Peterson's insights remind us that effective storytelling is not about making the nonprofit the hero but about empowering donors and stakeholders to see themselves as vital participants in the mission. By simplifying and clarifying their message, nonprofits can better engage their audience and inspire action.