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302 posts categorized "Communications/Marketing"

Weekend Link Roundup (June 18-19, 2016)

June 19, 2016

Gettyimages-orlando-candlelight-vigilOur weekly round up of noteworthy items from and about the social sector. For more links to great content, follow us on Twitter at @pndblog....

Communications/Marketing

Getting Attention! blogger Nancy Schwartz offers some good advice to nonprofit communications professionals about the right (and wrong) way to respond in the wake of the unthinkable.

Democracy

The editorial board of the Guardian captures perfectly why the public assassination of British MP Jo Comer by a right-wing extremist was such a cowardly, heinous act — and why it should be a wakeup call for everyone who cherishes decency, open debate, and a commitment to both democracy and humanity.

Education

How did a Montana-based foundation help boost the high school graduation rate in that state to its highest level in years? The Dennis and Phyllis Washington Foundation's Mike Halligan explains.

Big data and analytics were supposed to "fix" education. That hasn't happened. Writing on the Washington Post's Answer Sheet blog, Pasi Sahlberg, a visiting professor of practice at the Harvard Graduate School of Education and author of the best-selling Finnish Lessons: What Can the World Learn About Educational Change in Finland?, and Jonathan Hasak, a Boston-based advocate for disconnected youth, explain why and look at something that actually could make a difference.

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Time to Honor the Fearless Donor

May 27, 2016

Regular-Charity-DonorsToo often – I've been guilty of this, too – fundraisers focus excessively on the acquisition of the new donor. We spend a lot of time and resources crafting the right message, testing potential activation strategies, and building engagement programs in hopes of growing our base of supporters.

The problem is that we get so busy trying to build our supporter base with new donors that we tend to overlook the individuals who are already invested in our cause.

I recently had lunch with a friend who shared an anecdote about the time he stood up in front of a roomful of people to promote a cause in which he believed passionately. It was clear as he was telling me that it was a memory he would not soon forget. This is what he said:

"I remember the first time I shared in public that this was a cause I supported. You know, it's not easy to stand up in front of other people and tell them you believe in something. It shouldn't be a big deal, but it isn't something I do. I had to conquer my fear of telling others I care about something, knowing they might not feel the same way. I had to get over the fact that others might not care as much as I did. It's not part of my personality to wear my emotions on my sleeve, and standing up in front of that roomful of people was a pretty big deal for me...."

As nonprofit leaders and fundraisers, we tend to move on after a donor has given time, money, or skills in support of our cause. And we tend to overlook the many reasons the donor may have had not to support our cause. We similarly forget that although it may come naturally to some people to stand up and articulate their support for an issue or cause, not everyone is wired that way.

So, if you're engaged in nonprofit fundraising and marketing, here are a few things to "remember" as you go about your work:

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5 Steps to Help Turn Interest Into Action

April 29, 2016

Steps-to-successHere's a situation: A few hundred people, maybe more, start acting like they care about what you do, decide to follow you on social media, and/or sign up for your email list. But when it comes to needing them to actually take action for your cause, they pretty much disappear.

Sound familiar?

It's a scenario I hear a lot from frustrated fundraisers and nonprofit marketers who struggle to convert fans and followers of their organizations into supporters and champions. In part, that's because the idea of "doing good" has never been more popular. But actually doing something to make a difference is a different story.

What can you do you to change this dynamic?

First, let's take a step back and examine the way the average person engages with a cause he or she cares about.

Because humans are inherently empathetic, when we see suffering, injustice, or an opportunity to make a difference, our brain tells us to do something. That doesn't necessarily mean, however, that we're ready to go all in for the cause. Instead, most of us will opt for a lower-cost option like signing up for a newsletter, following an organization on social media, or signing a petition. These kinds of "actions" satisfy our impulse to do something without committing us to do more (like making a donation or volunteering our time).

When we opt for this kind of low-level, low-cost action, we are signaling to people or an organization working to address a cause that it's okay to communicate with us. As a result, the development and marketing folks at the organization will begin to send us information about the organization, fundraising solicitations, and even requests to volunteer or organize an event or activity.

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How to Translate Brand Strategy Into an Effective Website

April 14, 2016

Effective-website-designIn my last article, I noted that the best place to start when developing a website is with a clear brand strategy. It is what provides the shared understanding needed to unite the big ideas and day-to-day details of a nonprofit's activities into a cohesive online experience. It is the glue that ensures a site's design, content, and code work together in harmony to express the entirety of an organization's mission, strategy, activities, and impact to a range of audiences.

No small task, especially when talking about a process that typically spans months and involves many participants.

A Complex, Multidisciplinary Process

The process of creating a website is, by its nature, collaborative and multidisciplinary. It involves many contributors — each with a different area of interest, expertise, and professional vocabulary — and typically spans months and countless decisions, which means there's no shortage of opportunities for miscommunication and stumbles. Over the years, I've learned that these can be minimized (they're almost never eliminated, trust me!) by a framework that emphasizes collaboration and establishes clear goals for the team, in a language everyone can understand.

That is why brand strategy is such an effective unifying force. In a medium that calls for collaboration across such a wide range of stakeholders, it is the one thing that everyone can (or should) agree on, support, and apply to the area they are responsible for.

Sounds great in theory, but what, you're probably thinking, does it look like in practice?

Every website has four major components: Brand, Content, Technology, and Design. The most effective sites are those that get all four working together like members of a band — each playing their part, and each complementing the work of the others. When executed well, the results are much like the experience of hearing a great song: harmonious and uplifting, with a clear point of view you can easily relate to.

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Weekend Link Roundup (April 9-10, 2016)

April 10, 2016

Robin-on-branchOur weekly round up of noteworthy items from and about the social sector. For more links to great content, follow us on Twitter at @pndblog....

African Americans

Black Lives Matter is both a sprawling social movement and a civil rights organization with more than thirty chapters across the United States. But that distinction, and many other  nuances, rarely make it into coverage of either the movement or the organization, writes Jephie Bernard, a student at the Columbia School of Journalism, on the CJR website.

Communications/Marketing

And not a moment too soon...  NWB's Vu Le rides to the defense of the Oxford comma.

Global Health

"Pessimism is fashionable. It's also wrong," writes Nonprofit Chronicles blogger Marc Gunther. "People are safer, better-educated, better-fed, and wealthier than they used to be. Democracy and human rights are spreading. Perhaps most important, people, and in particular the world's poorest people, are healthier." So why aren't we cheering? Because, says Gunther, echoing others, "the world's governments, aid agencies, foundations and nonprofits could be doing much better."

Grantmaking

On our sister Transparency Talk blog, the Surdna Foundation's Adriana Jimenez explains how the foundation's decision to move to a workflow- and cloud-based system grants management system has enabled it to work more collaboratively with grantees; increased collaboration and learning within the foundation; and improved its capacity to share data and lessons learned with the rest of the sector.

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The Importance of ‘Opportunity’ When Appealing to Donors

March 24, 2016

Opportunity_nametagRecently, I received the following in a direct-mail solicitation from an organization seeking my support:

In the past year, we have paired 300 kids with the mentors they need to be successful. Now we are calling on you to help us make sure it happens again....

Almost immediately, I asked myself, Is this the best way to start a solicitation? Does it convey anything remarkable? Am I really crucial to the organization’s impact equation? And what is the real "ask" here?

Clearly, what the organization wants is my support. It says so right there in the second sentence. But is it something I'm likely to give?

Beyond the appeal to emotions, whether someone gives or not tends to be driven by the simplest of equations: Is this worth stopping what I'm doing, grabbing my credit card, filling out the pledge form, putting a stamp on the envelope, and making a trip to the mailbox?

In too many instances, the answer to that question is "no." While the typical solicitation often includes language from an organization's mission and values statements, it rarely appeals to potential supporters with a unique and compelling proposition.

The solicitation is your opportunity to motivate potential supporters to make a difference. And it's their opportunity to do something to contribute to a cause they believe in. Through a combination of the right words and a well-calibrated appeal to the emotions, it should move them from indifference to action and beyond.

Here are a few examples of the kind of language that works well when presenting your "ask":

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The One Strategy You Need to Design an Effective Website

March 02, 2016

Bigstock-Web-Design-For many organizations, a website is the biggest window into their work and values, helping their supporters and other audiences understand what the organization believes in and stands for, what it does, and why its work matters. In many cases, it also is a critical component of the day-to-day operations behind those efforts, whether as a publishing platform for knowledge sharing and thought leadership, or as a direct link to the organization's events management and CRM systems.

Nonprofits, educational institutions, and businesses whose work is dedicated to advancing positive social or environmental change must not only make sure their websites meet all the criteria by which the success of websites in general are measured (i.e., usability, visual design, and compelling content), their websites also must paint a much bigger picture of the organization — elevating its issue(s), educating audiences, and generating action while clearly communicating everything in the context of the organization's mission and values. No surprise, then, that at Constructive we believe that as purposeful as organizations tend to be about developing the strategies and actions needed to drive change, they should be equally focused on the decisions that determine whether their websites contribute to those goals.

Unfortunately, many organizations with incredibly inspiring missions too often end up with a website that falls flat and leaves their audiences more confused than committed, more exhausted than energized.

Why is this?

The Discontent of Our Disconnect

When organizations set out to redesign a website, the problems in need of solving on every organization's list inevitably include things like: "confusing; not user friendly," "content and resources hard to find," "not engaging or visually appealing," "difficult to update," and, most telling of all, "fails to clearly communicate our mission and work."

It is baffling how so many organizations can go through a lengthy website design engagement and still wind up with something that fails not only in website-specific areas like usability, visual design, and technology, but also in terms of the most important strategic goal of all — clearly communicating an organization's mission.

The reason, I believe, is actually quite simple.

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Most Popular PhilanTopic Posts (February 2016)

March 01, 2016

A couple of infographics, a book review by Matt, a short Q&A with the MacArthur Foundation's Laurie Garduque, an oldie but goodie from Michael Edwards, and great posts from Blake Groves and Ann Canela — February's offerings here on PhilanTopic beautifully capture the breadth and multiplicity of the social sector. Now if we could only get it to snow....

What did you read/watch/listen to last month that made you think, got you riled up, or restored your faith in humanity? Share with the rest of us in the comments section below, or drop us a line at mfn@foundationcenter.org.

The Power of ‘The List’: 4 Ways to Maximize Your Contact List

February 16, 2016

Contact_multichannelAs the smoke clears from another end-of-year fundraising season, fundraisers and nonprofit leaders are starting to assess how their campaigns and strategies worked.

While there are countless assets to every fundraising campaign, today I want to discuss what in my opinion is one of the most important – "the list."

The list I’m referring to is your database of names, email addresses, mailing addresses, and phone numbers – the repository of all the contact information you have on current, lapsed, and potential donors.

At the beginning of every new year, fundraisers and development professionals have a simple goal: develop a fundraising strategy that will yield more revenue for their organizations so they can fulfill their missions and scale their efforts to do more good. So, why should they worry about a list of contacts?

Take it from me. You can have the best mission, the best creative, the best design, and the best messaging in the world, but none of it will matter if your list isn't up to the job. In fact, I would go so far as to say that the "health" of your contact list is probably the single greatest factor in the success (or failure) of your next fundraising campaign.

That's right. So, don't waste another day wondering whether you need a new direct mail strategy or your messaging is off. Until you've taken these steps to strengthen your list, everything else is putting the cart before the horse:

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How to Double Online Giving in Six Months

February 11, 2016

More and more of the giving to nonprofits is taking place online, which means it's critically important that your online storefront is not only open for business but is optimized.

OnlinegivingAs part of my research on this topic for my new book, Nonprofit Fundraising 101, I interviewed Roderick Campbell, CEO of nonprofit fundraising platform CommitChange, who was kind enough to share a few takeaways from his organization's efforts to maximize digital donations for Mercy House, a $3.8 million nonprofit that has provided housing and support to California's homeless population since 1989.

The changes outlined below helped Mercy House double online giving to the organization in just six months — and I believe they can do the same for your nonprofit:

1. Break it down: CommitChange helped Mercy House break the donation process down into four steps: recurring versus one-time; amount; info; and payment. Instead of asking for the information all at once, CommitChange simplified the process, which is especially helpful for donors in the habit of contributing via their mobile device. Another great example of what this looks like is charity: water, which is also profiled in the book.

Whatever your process, be sure to look closely at recurring giving, as it is the category most likely to create valuable ongoing funding for your cause and increase average gift size (people are more likely to donate $10 a month than $120 in a single go). A simple tweak here and there can yield great results: By leading with the recurring gift option, Mercy House increased the number of donors willing to sign up as a sustaining member of the organization by 400 percent!

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[Infographic] The 2016 Nonprofit Communications Trends Report

February 06, 2016

Kivi Leroux Miller, the award-winning author and trainer behind Kivi's Nonprofit Communications Blog and the Nonprofit Marketing Guide site, has released the sixth edition of her annual Nonprofit Communications Trends Report (33 pages, PDF). The report, which is available for free download (registration required), includes valuable information about which communications goals/channels are most important to nonprofits, how often they send send direct appeals and newsletters (both print and email), the social media sites they favor, the average size of nonprofit communications teams and the average salary for key team members, and what nonprofit communicators are most excited about as they look ahead to 2016.

For a taste of what's in it, check out the infographic below...

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Ways to ‘Own’ a Movement

January 19, 2016

Blue_hand_claspAdvances in technology and the emergence of social media tools make it more possible than ever for social movements and causes to quickly spread far and wide (to go "viral" in the parlance of the moment). But how do you take a cause and transform it from an idea into something with universal appeal?

In the past, the concept of organizing, fundraising, and building a movement was focused on individuals "belonging" to a cause. In the twenty-first century, however, a successful movement isn't owned by an organization or single entity; it's owned by the people who comprise the movement itself. This idea speaks to the realities of modern constituent engagement theory and how people are perceived, whether as activists, social changemakers, supporters, or donors.

Importantly, in the research we’ve conducted, it's apparent that younger people view themselves as of a cause and not for a cause. It's a critical distinction. Young people tend not to belong to a cause but rather believe in a cause — and act accordingly.

Social movement builders who understand this understand that they have to do whatever is necessary to ensure that the qualities of purpose, authenticity, and self-actualization are embedded in their messaging when engaging supporters and would-be supporters. Without these qualities, individuals are unlikely to fully appreciate the potential of the movement or their own role in its ultimate success.

The shift I'm articulating is cultural and a function (I believe) of the instantaneous digital technologies that increasingly connect us to each other and the world. It's also something that social movement builders and leaders need to grasp in all its dimensions if they hope to be successful in harnessing the power of individuals to a common purpose. What do I mean by that? And what are the signs your cause or movement may be missing the boat?

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Weekend Link Roundup (January 9-10, 2016)

January 10, 2016

5-save-worldOur weekly round up of noteworthy items from and about the social sector. For more links to great content, follow us on Twitter at @pndblog....

Children and Youth

In an op-ed in the Detroit Free Press, Kresge Foundation president Rip Rapson explains why it  is imperative to rebuild the city's early childhood ecosystem and the steps the foundation is taking to that end.

Communications/Marketing

According to the folks at Top Nonprofits, a good logo should be aesthetically pleasing, distinctive, memorable, timeless, scalable, simple enough for use in multiple mediums, and effective in communicating the qualities of your organization's brand. Sort of like these fifty logos.

What can nonprofits learn from public radio about storytelling? With the help of some podcast snippets, Aquifer Media's Will Coley explains.

Nice post by Ebola Deeply managing editor Kate Thomas illustrating how first-hand narratives can add meaning to hard data.

The Virginia Quarterly Review, a 91-year-old literary magazine published at the University of Virginia, is planning a year-long "experiment" on Instagram in 2016 featuring a series of black-and-white photographs and accompanying text. "We're improvising as we go along," VQR deputy editor Paul Reyes told Neiman Lab's Shan Wang. “The potential lies in how Instagram, as a platform, shapes content. Part of this is determined by what people want to write about, what they're sick of reading about, and how they might be motivated to push the limits of what can be done on this platform." 

On her Getting Attention! blog, Nancy Schwartz shares four reasons why your nonprofit needs to identify and launch a team of staff messengers ASAP.

Environment

To kick off 2016, three of last year's Goldman Environmental Prize recipients — Howard Wood (2015, Scotland) of the Community of Arran Seabed Trust (COAST), Jean Wiener (2015, Haiti) of the Foundation for the Protection of Marine Biodiversity (FoProBiM) and Phyllis Omido (2015, Kenya) of the Center for Justice Governance & Environmental Action (CJGEA) — share their hopes for the new year.

Gun Violence

On Medium, Joyce Foundation president Ellen Alberding commends the series of executive actions to reduce gun deaths in America announced by President Obama on January 5 — and the president's use of research funded by the Joyce Foundation to support those actions. And here's a good piece by the Washington Post's Josh Lederman explaining the president's plan.

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Most Popular PhilanTopic Posts (2015)

January 02, 2016

Here they are -- the PhilanTopic posts you selected, by virtue of your clicks, as your favorite from the year just passed. Stay tuned in 2016 for more great content from our contributors. To join the lineup, drop us a line at mfn@foundationcenter.org. And from all of us here at PND and the Foundation Center, have a Happy and Healthy New Year!

7 Ways to Strengthen Your Communications in 2016 (And Why They’ll Work!)

December 17, 2015

Npo_commsAs we prepare to close the books on 2015, it's a good time to reflect on the year we've had, make resolutions for the year ahead, and think creatively about how we can achieve our goals.

For foundations and nonprofit organizations, this often means shoring up plans and budgets in support of organizational strategies. And for those responsible for their organization's communications (or who take an active interest in the organization's communication strategy), it's also an opportunity to apply a critical eye to sharpening the effectiveness of those communications in terms of advancing the organization's goals.

Depending on the state of your nonprofit's brand, you may be looking to embark on a large-scale initiative like a rebranding or website redesign. Or you may be targeting ways to optimize, strengthen, and extend the materials you already have in place. Whatever the case, to help you increase the impact of your nonprofit's communications in the year ahead (and beyond), here are seven of the most common, high-value areas the organizations I meet with are interested in exploring.

Brand Strategy

If your organization has never committed itself to a brand strategy engagement, it's hard for me to understate the value of a branding process for surfacing insights, sharpening your communications focus, and strengthening your case for support (whatever form that takes). Similarly, if you have a brand strategy that is a few years old, here are some things you can do to make sure it still conveys who you are, what you do, and why what you do matters.

Listen to your audience. If your organization works on complex issues that are hard to unpack or lend themselves to jargon-laden language, reaching out and listening to members of your audience provides invaluable feedback and a much-needed perspective. An effective research interview process designed to explore core strategic questions is an incredibly effective way to evaluate how well-aligned your organization and its goals are with the expectations of your audience. It's also a great way to gain insights into how your target audience uses language to frame the issues you all care about — ensuring that your communications strategy is focused on your audience, speaks to it, and rings true.

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