Presented by Kivi Leroux Miller and Kristina Leroux

Wednesday, June 26, 2024

1:00 – 4:00 pm ET (10:00 am – 12:00 pm PT)

Learn how to use your brand archetype to create more engaging and relevant content for your supporters.

Registration for this workshop is $249.

Recording NOT Available. Please do not register if you can’t attend live.

This workshop is FREE with an All-Access Pass. Pass Holders, RSVP for these events in the Community

Does your nonprofit’s content match the brand personality you want to convey?

Odds are that your brand personality is aspirational and not shining through in your content as much as you would like. Knowing and leaning into your organization’s brand archetype can help you create a narrative around your brand. It will guide your decisions on what to say and how to say it making it easier for you to create content. 

What is a brand archetype anyway?

Brand archetypes are human character traits that most accurately reflect your brand. They represent a universal personality that followers can easily relate to and provide a framework for creating a consistent and recognizable brand. There are twelve brand archetypes:

  1. The Innocent
  2. The Everyperson
  3. The Hero
  4. The Outlaw
  5. The Explorer
  6. The Creator
  7. The Ruler
  8. The Magician
  9. The Lover
  10. The Caregiver
  11. The Jester
  12. The Sage

During this engaging and interactive workshop, we’ll help you find your archetype and create a content strategy that matches the personality you want to present to your community.

We’ll Also Cover:

  • Why having a consistent personality is important to your overall content strategy. We’ll share some eye-opening data on consumer habits and how nonprofits are reacting (or not).

  • The 12 Brand Archetypes. We’ll go over characteristics of each one, which ones are most popular for nonprofits, and how to find yours using our Brand Archetype for Nonprofits Quiz.

  • Content ideas for each archetype. We’ll help you compare the best types of content for your archetype with the content you create now. And you’ll see real-world examples for each archetype.

  • Creating a content strategy around your archetype. During the breakout sessions, you’ll create a game plan to better sync up your brand archetype and your content strategy using our worksheet.

  • How to overcome common hurdles. We’ll discuss issues you may face like lack of time and content micromanagement.

And of course, we’ll have plenty of time for your questions!

What Others Have Said about Our Master Classes

“My favorite things were the break-out sessions and being forced to write! I liked working on real-world examples and then seeing the results and hearing others results, too. I found the Master Class even more helpful than your regular lecture-style training.” Whitney Smith, The North Carolina Arboretum

“I thought it was helpful real time ‘workshopping’ with others. You two are pros!” – Brooke Gilder, Greater Good Grant Consulting

“Good mix of theory and immediate hands-on practice.” – Estelle Jobson, The European Association for the Study of the Liver

“My favorite part was the opportunity to try out different styles of writing and hear the examples created by other groups. It didn’t feel like 3 hours.” – A.S.

“I found this Master Class more – WAY – more helpful than regular webinars. It kept me engaged and was more challenging and fun. I loved being able to put what we learned into action and connect with others in the workshop. Great, great job. Thank you so much!” – Katie

“The breakout rooms and a chance to dig in and do the work was my favorite part. We were a little shy to start with but warmed up quickly.” – O.B.

“I thought it was put together quite well. I appreciated the focus given to specific writing styles. I don’t think like that in my work. I do use the different styles but not so intentionally. “ – Beth Gibbins, Catholic Charities, Diocese of Des Moines

More Frequently Asked Questions

What technology is used for this Master Class?

In addition to using Zoom, we will house the resources for the workshop in a Google Drive or Dropbox folder. (Pass Holders, you can find the resources in the All-Access Pass Holder Resource Library).

We may also use the site Mentimeter, an interactive presentation software or Mural. These requires no download on your part though. You will just follow the link given during the class.

Is this Master Class recorded?

Unfortunately we do NOT record workshops since there is so much time spent in small groups. Do not register if you know you cannot attend live.

If something comes up we can send you all of the resources we shared as well as answer any questions you might have.

Meet Kivi Leroux Miller

Kivi Leroux Miller is the founder and CEO of Nonprofit Marketing Guide, where she helps nonprofit communications professionals learn their jobs, love their work, and lead their teams through a variety of training and coaching programs. She has personally mentored hundreds of nonprofit communications directors and communications teams as a certified executive coach.

She is a popular and trusted keynote, workshop, and webinar presenter. Kivi is also the award-winning author of three books on nonprofit marketing and communications that are often used in college and certificate programs.

  • CALM not BUSY: How to Manage Your Nonprofit’s Communications for Great Results (2018, published by Bold & Bright Media)
  • Content Marketing for Nonprofits: A Communications Map for Engaging Your Community, Becoming a Favorite Cause, and Raising More Money (2013, Winner of the Terry McAdam Book Award, published by Wiley & Sons)
  • The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause, Second Edition (First published in 2010 and re-released in 2021 by Wiley & Sons).

Because she can’t get enough of nonprofits and entrepreneurship for good, Kivi serves as the president of the Lexington Farmers Market Association (Lexington, NC) and co-founded a baking business with her teenage daughter called Rabble & Rise Baking Co.

After attending college in the San Francisco Bay Area and a few years working in Washington, DC, Kivi moved to rural North Carolina where she has lived for the last twenty years with her husband, two teenage daughters, and seven rescue cats, including a tripawd. She enjoys year-round gardening, baking, vegetarian cooking, hiking, and kayaking.

Meet Kristina Leroux

Kristina Leroux is the COO at Nonprofit Marketing Guide where she helps nonprofit communicators find what they need to do their job better. She runs the All-Access Pass program, manages and contributes to the webinar and workshop series, manages the Nonprofit Marketing Guide Community, and runs the Nonprofit Marketing Guide blog to which she frequently writes including the popular #NPCOMMLIFE feature.

If you have a question about anything at Nonprofit Marketing Guide, she’s your person!

Prior to coming on as a partner at Nonprofit Marketing Guide, she was a successful virtual assistant and worked with clients in the nonprofit sector like Network for Good and CharityHowTo moderating webinars, creating content, managing memberships programs, and more.

She is a very active lazy person who enjoys working out and playing tennis and pickleball as well as binge-watching television shows and movies while eating really bad snacks. Kristina lives in Auburn, Alabama with her husband, three kids, two bonus kids, and three rescue dogs.