Quick Summary
In-depth four part video training series
What is trauma informed marketing and why is it critical to fundraising?
How do you ethically source content without re-traumatizing survivors of trafficking?
What are the best strategies that get the highest fundraising results?
How can you optimize and increase your current fundraising efforts?
When it comes to serving victims and survivors of human trafficking, trauma informed care is essential.
But those who are on the development side of life know that the marketing and fundraising demand is high for survivor stories and testimonies.
Which makes it critically important that we are trauma informed in our marketing approach as we work with them.
If we're not careful, the use of survivor stories in our marketing and fundraising can revictimize survivors.
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That's something no one wants.
At the same time, we need to be effective in our marketing and fundraising efforts. But, how can we create content that gets results but also protects and honors the people we serve?
It's a difficult question, but one that effective human trafficking recovery programs and their development and marketing teams are having to answer. By shifting our focus to trauma informed marketing, we can create content that is both sensitive and effective.
This course also dives deep into the ethical sourcing of content for marketing for human trafficking efforts. The course also shares the top trauma informed strategies that get results.
This course was written by Brian and Skye Steele who head up North America's largest human trafficking recovery program.
Over the past 18 years they have successfully built outreach and housing programs that have served over 5,000 children and young adult survivors of human trafficking. Incredibly, they've been able to raise over $52M dollars to fund these efforts.
Most of that funding was raised using trauma informed marketing. But they started their efforts with nothing but a dream to help girls who were being trafficked.
So whether you're just getting started with trauma informed marketing, or you're looking for ways to optimize your existing efforts, this series is for you.
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Part 1: The Road To Trauma Informed Marketing (33mins)
Section Overview: How marketing is evolving to embrace a trauma informed mindset.Key Details Covered: In this session we dive deep into "how we got here". This in-depth look into how and why we strive for a trauma informed marketing approach is critical to effectively changing the conversation in your organization. What is the "privacy spectrum" from which we get the need for trauma informed marketing? Why do some organizations approach trauma informed differently? What approach should YOUR organization take in its path to trauma informed marketing? What is the core approach we've taken over the past 18 years?
Part 2: The Ethical Sourcing of Content For Marketing (57mins)
Section Overview: How to ethically source content for marketing your human trafficking efforts.Key Details Covered: In this session we fully cover the good and bad sides of using survivor testimonies. We also give a very raw an in-depth look into our horrific learning journey with marketing companies. This session also gives an exhaustive look into over 400 split test studies and builds the case for why using trauma informed marketing gets better results than traditional marketing. This session also smashes some of the most commonly held myths around the almost insatiable appetite to "use" survivors for their story in marketing pieces.
Part 3: Trauma Informed Strategies That Get Results (51mins)
Section Overview: How we got the best results using trauma informed marketing.Key Details Covered: In this session we unveil 3 powerful techniques that we use to create most of the content we use to raise over $15M per year for our human trafficking recovery programs. We take a deep dive into several real-life examples and actually walk through how we use these techniques to create content that gets results. These 3 techniques make it possible to never burden your program team or survivors for stories ever again. But while protecting your programs and survivors, you can use these techniques to get powerful marketing content that gets insane results.
Part 4: Optimize Your Marketing To Get Results (67mins)
Section Overview: How to tell the world about your mission in a way that will grow your ability to achieve the Dream.Key Details Covered: In this session we expose the marketing mindset and techniques that are critical to experiencing explosive growth through your trauma informed marketing. This session also addresses the number one thing that is either causing your current marketing to fail or to thrive - and it is the key to connecting with any digital or live audience. We also go over troubleshooting your current marketing efforts and how they can be immediately shifted to be more effective.
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