DUANE SHERRILLEditor

The United Way of Highway 55, which serves Coffee, Moore and Warren counties, offered their Thriving United Workshop for nonprofits and businesses this past week, with attendees learning about marketing, websites, grant writing and media relations.

The event, attended by numerous representatives of nonprofits and businesses, was held at The Atlantic in Tullahoma and featured three full hours of information. Jennie Amacher of the Franklin County United Way did introductions while UWof55 Director Ashley Abrahams organized the event.

Fletcher began his advice for simplifying marketing by pointing out that failure is not the end but instead is a great learning tool.

“You name it, I’ve failed at it,” he admitted. “Without failure we do not learn.”

In the area of his advice to nonprofits, he said it is important to let people know what you’re selling. “You are selling hope,” he noted. “You are there to preserve or enhance society’s well-being.”

When fundraising or asking for help, Fletcher pointed out that you must first establish trust. This can be done by being knowledgeable in your area and being passionate about what you do.

“Share your story,” he urged, noting he worked with the Dusty Elam Foundation, the ReBuild Detroit initiative, the Cleveland Foundation and worked to help reduce the stigma of SNAP benefits.

The marketing veteran pointed out that a business or nonprofit must have a plan and to executive that plan, there must be consistency.

“Twenty minutes a day makes you better than 95 percent of the population,” he said, pointing out that client lists, reaching out and informing contacts is of importance.

“We are building relationships,” he said, adding that videos are a good way to get one’s message across whether it is business or nonprofits and that text, Messenger and Facebook are other ways to keep in contact and keep in the public eye.

“Learn how to engage,” he advised.

Ashley Wright took the podium and advised everyone to have an “elevator speech” to quickly tell the story or their business or nonprofit since people often just have a short time to get there point across.

“In the amount of time it takes to ride an elevator, you should be able to give your pitch and tell your story,” she said. “Remember the – who, what, when, where and why. Talk about what makes you unique.”

As for getting press coverage, she advised to assign a PR chair to make sure the press is contacted in the timely nature and be prepared to coverage your event and send the press pictures and a write up.

“News people are short staffed everywhere and sometimes they just don’t have time to come to your event,” she said. “Instead of getting hurt, take advantage of getting to tell your own story but taking pictures and doing a press release.”

She added it is a great idea to have a member of the media on your board so they can ensure you are getting coverage. She also noted it is a good idea to know deadlines of your local media and to reach out to them a couple of weeks prior to the event.

“Take advantage of community calendars and things of that nature,” she advised.

Tabatha Curtis, who works for the Tennessee Bureau of Investigation and worked for Franklin County Prevention prior to that, talked about writing a successful grant.

“It’s not rocket science,” she said, noting that grants are vital for nonprofits but that they do run out and writing must be ready to try for the next one.

“Gather data and tell your story,” she said. “The person on the other side, reading your grant, doesn’t know who you are. You are selling your organization to them.”

She said it is important to list your goals as grants are competitive and to closely edit your grant request as too much fluff or bad writing can cost you a chance at thousands of dollars.

“Always ask the funder for feedback, whether or not you get the grant,” she said, adding that those submitting grant requests should submit them according to the questions asked and ahead of time in case there is a delay in the submission process.

Pam Barnes advised those on hand about how to make an interesting website.

“Tell your story. Instill trustworthiness,” she said, pointing out testimonials are a great way to do that.

Visual branding is key to success, she noted, adding that you should have a logo and use a consistent color pallet and use consistent fonts.

“Find your brand voice,” she urged. “As nonprofits, you have people you’re helping and people from whom you need help.”

She advised to keep sites user friendly and that 90 percent of visits are mobile so therefore maximize for mobile viewing. She said it is important to have a good website because that helps with Google. “Google doesn’t like you until everyone else does.”

She concluded by advising people to take website security seriously and make sure to have SSL certificates.