The Accidental Marketer

We've Moved

2011-11-08T10:25:00.001-05:00

I am no longer posting at this site. I do, however, continue to post at http://donakchin.com/blog.

Putting a Dollar Value on Engagement

2011-10-09T21:49:00.000-04:00

When I talk about the importance of engaging your supporters, I often get that look, the one that either means "Luxury item - maybe we'll discuss it when we're flush with cash," or "Why do you have two heads?" Now I can offer proof that engagement impacts the bottom line.Donor/Voice says that according to its donor commitment surveys, committed donors give 131% more than those who have little relationship with your organization. Every 1,000 donors you can move from low-commitment to highly engaged generates $200,000.

Ready now to talk about engagement? Our operators are standing by.

2011-10-06T14:18:00.001-04:00

In August and September, Facebook announced changes in the features of both individual and organization pages. These changes are potentially far-reaching. Nonprofits using Facebook will need to re-think how they use it to engage their constituents.

No one is better at seeing the long-range implications of social media on nonprofits than Beth Kanter. She has posted three provocative reviews of the new features, along with some sensible advice about keeping priorities in order. I invite you to read her words here, here and here.

Does Your Website Display What People Want To See?

2011-10-05T19:25:00.000-04:00

You have about 10 seconds to make a good impression on your website. Does your content satisfy the expectations of your readers? Nonprofit communications consultant and blogger Kivi Leroux Miller suggests the right content for three different audiences: strangers, friends and your most devoted fans.

YouTube Tips

2011-10-04T21:46:00.000-04:00

In a new book, Social Media for Social Good, author Heather Mansfield suggests 11 best practices for using YouTube to your organization's best advantage. Network for Good's Katya Andresen provides a summary of the top 11 in two installments, here and here.

Facebook: Those Time-Saving Apps Cut Responses

2011-10-03T12:33:00.000-04:00

After analyzing more than 1 million Facebook updates, software developer Applum says posting updates using a third party application, such as Hootsuite, reduces response by 70%. Apparently Facebook's internal algorithm discounts posts by third parties. For better response rates, update manually (at least until the algorithm changes).

A Branding Success Beats the Odds

2011-09-04T15:44:00.000-04:00

Good branding is hard, and universities are hard places to get definitive action of any kind. By launching a new brand for all its arts and humanities programs - developed with in-house staff and faculty consensus - UMBC has achieved the near-miraculous. (Full disclosure: I am married to UMBC's head of marketing and communications. )

The three-word tagline (think-create-engage) will appear on all future advertising, posters, and online notices for events in dance, art, theatre, music, and other programs of the College of Arts, Humanities and Social Sciences. While the new Performing Arts and Humanities Building is under construction, the branding also gets prominent display on campus as the decorative motif for the construction fence surrounding the building site.

Congratulations to a talented bunch.

GOOD Gobbles Jumo

2011-09-04T15:43:00.000-04:00

Jumo, the social medium that started with a bang nine months ago, ended with a whimper in August by being absorbed into GOOD, a content-rich site catering to activists across a broad spectrum of causes. Jumo had aimed to be a social connector as well as a portal for giving to nonprofit organizations, but it failed to draw sufficient numbers of viewers away from more established competing sites.

How the National Aquarium is Using QR Codes

2011-09-04T15:40:00.001-04:00

QR (Quick Response) Codes are all the rage with marketers. In case you missed all the excitement,

QR codes are like barcodes, only they're bigger and square-shaped, and scanning them with a smartphone or a mobile phone with a camera will take you directly to a webpage. Blogger Allyson Kapin at Frogloop shares examples of ways the National Aquarium and four other nonprofits are using QR codes creatively.

Resources

2011-09-04T15:38:00.001-04:00

The books about nonprofit market are suddenly popping up like mushrooms. Here is the latest crop:

Nonprofit Management 101, edited by Darian Rodriquez Heyman, contains 50 essays by 50 experts and practitioners that cover both traditional and cutting-edge tools and lay down a lot of solid advice, according to one reviewer.

Cause Marketing for Dummies, by Joe Waters and Joanna McDonald, takes the position that nonprofits of any size can link up with for-profit companies to promote their cause well. Reviewer Joanne Fritz gives it high marks.

Finally, in the popular Free category, Hubspot has produced a downloaded e-book on integrating email and social media, a topic that resonates with many nonprofit marketers this season.

Let Those You Serve Tell Their Own Stories

2011-09-04T15:36:00.001-04:00

Texas writer Jubi Headley offers a strong case for getting the hell out of the way and letting your clients tell their stories to donors. The impact outweighs the risks.

Speaking of storytelling, Marco Kathuria of MKCREATIVE and I will give a workshop on September 9 on Storytelling and Video for Life Span Network, Maryland's association of senior care provider organizations. (If you're interested in seeing it or talking about it, get in touch.)

Sarah Durham on Nonprofit Branding

2011-08-18T21:30:00.001-04:00

I’ve been conducting interviews with bloggers and other experts in the field of nonprofit marketing and fundraising. The first, with Sarah Durham, is now up on the Nonprofit Marketing 360 site. The owner of marketing agency Big Duck and the author of the book Brandraising, Sarah talks about why branding is important for nonprofits.

Prepare for Multi-Channel Marketing

2011-07-28T20:07:00.001-04:00

"Multi-channel marketing" is the latest buzzword to proliferate and pollute all the multiple channels of communication. (See "Simple Recipe Increases Giving by 50%") below for a good example of why.) Convio has published a survey (produced by Edge Research, of Washington and Baltimore) that looks at how well nonprofits are doing and at what seem to be the success factors. Blogger Joanne Fritz offers a succinct summary of the findings.

One essential element for multi-channel success, the survey suggests, is the technology to synchronize online and direct mail databases. To get you started, blogger John Haydon has six good suggestions for integrating your email list with social media.

CASE: Simple Recipe Increases Giving by 50%

2011-07-28T20:06:00.000-04:00

Talk about your multi-channel marketing. Check out this case study: a health nonprofit supplements its end-of-year direct mail appeal with a series of four targeted emails, with outstanding results.

Facebook Who? There's a New Kid in Town

2011-07-28T20:04:00.000-04:00

Google has unveiled its social networking platform, Google+, and it is definitely worth a close look if you're lucky enough to be among those select individuals invited to test it out. (I wasn't, but I managed to get in by the back door.) The reviews so far have been enthusiastic - here is a typical one from fundraising consultant Marc Pittman. While no one is turning their back on Facebook and its 500 million subscribers, some new and nifty Google+ features, like relationship circles and a video "hangout" room, ratchet up the competition considerably. Check it out if you can.

Don't Fall for Social Media Pickup Lines

2011-07-28T20:02:00.000-04:00

Yes, there really are some people, and some agencies, who truly understand social media. There are an even larger number who don't but pretend they do. Those are the ones to watch out for. As writer Nichole Kelly notes in the Social Media Explorer, the pretenders can often be spotted by their tell-tale pickup lines, such as:

"If you don't have a social media strategy, you'll be left behind."
"Social media is the only marketing strategy you need."
"We have an experienced social media team."

Don't be dazzled by grandiose promises. Pick your consultants with care.

We're Going Mobile

2011-07-28T20:01:00.000-04:00

More nonprofits are trying to raise funds using mobile technology, according to research from Kaptivate and the Association of Fundraising Professionals (AFP). (It's still only 9% of nonprofits, but that's doubled from a year ago.) But what seems to be most promising is not the text-to-give campaigns, which worked brilliantly for disaster relief, but the mobile web, and for several purposes besides fundraising. In an interview with Jocelyn Harmon, study author and Kaptivate CEO Ron Vassallo explains the advantages and drawbacks of text and web, and the start-up costs for each.

Then there's the contrarian view: Consultant Ted Fickes makes the case that "the quickest and most cost-effective place to focus your mobile strategy is your email."

Free Resources

2011-07-28T19:59:00.001-04:00

A heap of useful books are being published online and offered for free. Here are this month's best:

Short and Sweet: The Why's and How's of Twitter from Fenton Communications, authors of a number of excellent tomes on communications. You can read a preview on Katya's Non-Profit Marketing Blog.
The Essential Step-by-Step Guide to Internet Marketing from Hubspot professes to cover all the basics from keyword strategies and optimization to blogs, mobile and the all-important conversion of traffic into leads.
The 7 Habits of Effective Personal Fundraisers from CauseVox distills the success factors that many fundraising professionals exhibit in common.

Each download requires a registration, which will put you on a company mailing list, but the material is probably worth that price.

We're Looking for a Few Good Referrals

2011-07-28T19:56:00.000-04:00

In June I announced the launch, together with my four co-conspirators, of Nonprofit Marketing360, a virtual marketing agency that acts as a one-stop shop for all your organization's marketing needs.

Consider the advantages of partnering with a team with a passion for mission-driven organizations and far-ranging expertise in databases, media planning, branding, social media, donor retention and more. And please consider referring Nonprofit Marketing360 to your colleagues.

INSPIRATION: Social Media Campaigns That Work

2011-07-04T12:17:00.000-04:00

Mashable offers six examples of successful social media campaigns, using a variety of platforms and techniques.

New and Improved! The Authoritative Guide to Low-Cost Donor Management Software

2011-07-04T12:15:00.000-04:00

Now you have valuable help as you try to figure out the best donor management system for your organization. NTEN and Idealware, two trusted names in nonprofit technology, have jointly published A Consumer's Guide to Low-Cost Donor Management Systems. The report analyzes 29 systems that cost from the low three figures up to $4,000, and recommend best fits for different organizational needs. Download it for free (with registration).

Where Are Your Best Stories?

2011-07-04T12:14:00.000-04:00

Yes, you want to tell more stories, but where do you find them? Consultant Thaler Pekar offers seven constructive suggestions on how and where to look.

We're Looking for a Few Good Referrals

2011-07-04T12:12:00.001-04:00

Last month I announced the launch, together with my four co-conspirators, of Nonprofit Marketing360, a virtual marketing agency that acts as a one-stop shop for all your organization's marketing needs.

Consider the advantages of partnering with a team with a passion for mission-driven organizations and far-ranging expertise in databases, media planning, branding, social media, donor retention and more. And please consider referring Nonprofit Marketing360 to your colleagues.

2011-07-04T12:10:00.000-04:00

Target Analytics (a Blackbaud company) released its 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report on May 31st. Using data from 28 national nonprofits and more than 15 million donors, the report made these findings:

Most gifts are received through direct mail.
Increasingly, new donors are making their first gift online - and subsequent gifts through other channels (usually direct mail).
New donors acquired online are significantly younger and tend to have higher household incomes than donors acquired by direct mail.
Online donors tend to give much larger gifts than donors acquired by mail.
Although only 7.6% of revenue is given online, 69% of donors of all ages prefer electronic over print communications from nonprofits.

So what to make of these facts? There are at least two explanations.

1. Online may be getting better at acquiring donors, but it doesn't work well for retention, where direct mail excels.

2. Online is a promising tool, but nonprofits are afraid to test it, so they immediately try to channel online donors into direct mail.

Several commentators in nonprofit marketing and fundraising are convinced the second explanation is more accurate. Katya Andresen sees the report as evidence that nonprofits continue to operate marketing and fundraising from separate silos when well-coordinated multichannel marketing is the most effective answer. In a colorful rant, The Agitator says the average nonprofit has no clue about integration and said the report's findings "will be like playing Mozart to a cow...expecting appreciation and receiving only blanks stares." Jeff Brooks at Future Fundraising Now says the report demonstrates that online and offline fundraising need to work together. The authors of the report also judiciously observe, "While direct mail is still worth the far larger investment it receives, donors' preference for online communication should be honored and leveraged."

What's your own experience? Weigh in with your own thoughts.

NEWS: Is This the Beginning of the End for the Web?

2011-07-04T12:06:00.001-04:00

Flurry, a firm that analyzes mobile device applications, released a survey in June showing that more time is being spent on mobile apps than on browsing the web. OK, consider the source. But still, this may be an omen. Are you prepared to make another Paradigm Shift?

What Donors Say - and What They Do

2011-06-08T14:02:00.000-04:00

Another newly released donor study, the third annual Cygnus Donor Survey, provides fascinating statistics on what donors intend to do (give more), how they like to receive communications (online), and how much they are able to give (more than nonprofits asked for). Joanne Fritz provides an excellent summary and the implications.

HOWEVER, (ahem) direct marketing blogger Jeff Brooks looks at the same results and argues that taking the results too literally could be hazardous to your fiscal health - because what donors say and what they do are not always the same.

ANNOUNCING: The Marketing Agency in Your Future

2011-06-08T13:34:00.000-04:00

In six years of working exclusively with nonprofit clients, I have been able to provide a wide range of marketing and communications solutions. But when a client presents an issue beyond my scope of expertise, I have reluctantly declined the assignment and offered a referral. That's a loss for me, but also for my client, who must risk starting over with a new consultant, who will not have the benefit of whatever understandings and insights of the client I have gleaned through our relationship.

Several like-minded colleagues who share a passion for helping mission-driven organizations have joined me in doing something to benefit our nonprofit clients. I am pleased to announce the launch of Nonprofit Marketing360, a virtual marketing agency that acts as a one-stop shop for all your organization's marketing needs.

Working as a team with my colleagues Marco Kathuria, Cindy Buxbaum, Harry Bosk and Jill Claiborne, we will offer you the advantages of our collective creative and analytical brainpower in all areas from database management and media planning to branding and social media. By functioning virtually, we save on the overhead of traditional agencies. As a marketing agency - rather than an advertising or public relations or social media agency - we bring a broad, objective view to all the available tools and techniques, recommending the best buy and the best fit for each client.

Wish us luck. Even better, contact us and let's talk about how we can work on comprehensive, 360-degree solutions for you.

Disruption and Evolution in Donor Relations

2011-06-08T13:02:00.002-04:00

Photo: Ana Pinta

The Monitor Institute has issued a report - well, not a report but a deck of 25 slides - on how membership-based advocacy organizations are coping with the dynamic media environment in their fundraising. The short answer: not very successfully. Most are using the old reliables that always worked before - direct mail, e-mail and website - but yields are falling and no replacement strategy is in place. They are also trying social media, but the integration is iffy.

Social Media Fear Factor, From Two Angles

2011-06-08T13:00:00.000-04:00

Photo: Wikipedia

Are you afraid to dip your toes in the waters of social media? Consultant Mark Ivey offers seven practical ideas for getting past it, in the "walk before you run" vein.

Or are you on the other end of the scale - so overwhelmed by social media that you have contracted Fear of Missing Out? In that case, Allyson Kapin provides the anti-hype medication, a useful reality check with a sprinkling of perspective.

These Nonprofits Can Tell Great Stories

2011-06-08T12:59:00.000-04:00

Check out these eight inspiring video examples of nonprofit storytelling, as gathered by Socialbrite.

Are Social Media Working for Nonprofits?

2011-05-09T22:36:00.001-04:00

Two reports attempt to shed light on what must surely be the Question of the Year. First, as reported by blogger and prophetess Beth Kanter, an informal Idealware study finds nonprofits saying that Facebook is helping drive event attendance and more readers to the website, but fundraising and volunteers? Not so much.

Then to the Battle of the Titans: Does Twitter or Facebookattract more readers to your website? Two studies give surprising answers - not only the raw numbers, but the monetary impact of the numbers. Sorry, I'm not spoiling the surprise ending for you - see for yourself.

Here's a Story About the Power of Words

2011-05-09T22:34:00.000-04:00

This short video says it all.

CASE: A Newsletter Makeover with a Compelling ROI

2011-05-09T22:30:00.000-04:00

The Showcase of Fundraising Innovation and Inspiration (SOFII) offers a story of how an organization's design makeover of its newsletter paid off by making an astounding difference in fundraising.

Why Build a Narrative Organization

2011-04-28T10:16:00.001-04:00

In the Stanford Social Innovation Review, Thaler Pekar, a consultant on organizational storytelling, lays out four reasons why it pays to embrace narrative and apply it in all aspects of outreach. The benefits accrue, she says, in brand identity, audience engagement, smart leadership and knowledge sharing.

Acquiring Donors: When "Plan A" Falls Short

2011-04-27T18:00:00.001-04:00

When The Agitator blog polled its nonprofit readers in April, the overwhelming majority said they get a second gift from less than 40% of their new donors. This prompted posts on two alternative - and very different - plans for finding new donors if "Plan A" doesn't work. "Plan B" is essentially to give up on getting a second gift because the donor today doesn't operate that way, and try for micro-gifts from a bigger base. "Plan C," from a fundraiser who gets 70% renewals from first-time donors, says the idea is to tell your stories through all media and let the website be your response mechanism. (More on stories below.)

What's your own view? Do you have a Plan D?

NEWS: Two New Online Platforms Target Nonprofits

2011-04-04T12:07:00.002-04:00

Suddenly everyone wants to build a social media platform just for nonprofits. In addition to Jumo and Crowdrise, which act as fundraising portals, and Facebook's nonprofit program, March saw two new entries. Craig Newmark (the Craig in Craigslist) launched Craigconnects as a way to support worthy organizations from the grassroots. Meanwhile, Google for Nonprofits offers nonprofits a one-stop shop for accessing a suite of Google applications, including up to $10,000 a month worth of Google Adwords.

NPR: How NOT To Handle Crisis Public Relations

2011-04-04T11:54:00.000-04:00

James O'Keefe, a conservative provocateur who has already made a reputation for his "gotcha" films of ACORN and Planned Parenthood, releases a video purporting to show an NPR executive accepting sponsorship money from an Islamic advocacy group. Truly not an easy situation to be in, but NPR managed to make it worse through its response, or lack of it. It did not defend itself. It fired the executive. Then it fired the CEO. Impression to public: Guilty as charged.

And then, when it was proven that the video had been edited to distort the facts, and NPR got around to denouncing the video, it was late in the game. By failing to act swiftly and decisively, NPR had already helped undermine its own reputation.

When the sharks circle, silence is not an effective defense.

Annual Reports, Old Style and New Style

2011-04-04T11:52:00.001-04:00

If you're replacing your printed annual report with an online version, there's one huge obstacle: how to make it readable not only on desktop computers, but on smartphones and iPads. One promising answer is Treesaver, an open source web platform for publishing that does the reformatting automatically.

On the other hand, the printed report has not outlived its usefulness, asserts writer Kimberlee Roth. When done well, the annual report delivers "authenticity, effective storytelling and a connection to your organizational strategies - in a welcoming tone that conveys both passion and competence."

Aristotle's Guide To Writing Fundraising Appeals

2011-04-04T11:50:00.000-04:00

Unless you thought Ethos, Logos and Pathos were the names of the Three Musketeers, you can probably appreciate some ancient but still relevant advice from the world's first acknowledged master of persuasion.

What's Normal for Nonprofits Online? Check the eNonprofit Benchmarks Study

2011-04-04T11:48:00.000-04:00

NTEN and M+R Strategic Services released their 2011 eNonprofit Benchmarks Study in March, and there's good news and bad news all through it.

The median email list grew 20%; but the annual email list churn is 18% (8% unsubscribes).
Online fundraising grew 14% in one year. But international disaster aid drove that, with 163% growth.
Open rates on fundraising email fell 19%, to 0.08%; open rates for advocacy fell 7%, to 3.3%. (Hint: try fund appeals to advocacy respondents)
90% of online donations are one-time gifts.
The average organization sent 3.6 emails per subscriber per month (6 in December).
For every 1,000 email list names, there are an average 110 Facebook fan page users and 19 Twitter followers.

Social Media Soar in Crisis Communications

2011-03-06T12:31:00.001-05:00

When videotape was released showing actors, posing as minors seeking abortions, getting counseling from a Planned Parenthood employee, it was a crisis for the organization. As blogger Nancy Schwartz relates, Planned Parenthood used its Facebook presence to good advantage to announce its actions and reassure its supporters.

The American Red Cross had a social media crisis - albeit self-inflicted - when what should have been an employee's personal tweet about beer was sent out instead from the Red Cross account. Big BIG oops! But with an existing relationship with followers and a lot of finesse, it turned a faux pas into a fundraising opportunity.

Turn Your Cause Into Verse and Win a Prize (and Maybe Make a Hit Record)

2011-03-06T12:30:00.000-05:00

Here's a once-in-a-lifetime opportunity to make poetry pay. Write a poem about your organization's work or mission. If selected, your organization wins a $10,000 grant AND your verse is put to music and recorded as a song.

Words That Doom Press Releases to Oblivion

2011-03-06T12:29:00.000-05:00

Take it from veteran reporters. Your press release goes directly to the trashcan if the headline includes the words "anniversary," "award", "fundraiser," "benefit," or "annual," among others. If you think these types of events are newsworthy, you're not thinking like a reporter.

Why Some Stories Work Better Than Others

2011-03-06T12:28:00.001-05:00

Andy Goodman, a highly regarded communications consultant, reflects on the principle of "the golden theme" that runs through all great stories - then demonstrates how nonprofits can use this principle to best effect.

Email's Not Dead, It's Just Moving to Mobile

2011-03-06T12:26:00.000-05:00

A look at a recent report suggests that what's really happening with email is a shift in how users access it. In short, email on mobile devices is on the rise.

It's Not Too Late to Master Message Targeting

2011-02-07T15:42:00.000-05:00

To all my procrastinating friends and readers:

You can stop kicking yourself about missing my wonderful workshop last week on "Making Your Messages Matter to Multiple Audiences." In response to icy conditions, the workshop is opening two weeks late. So yes! you have a second chance! The rescheduled workshop is now happening (weather permitting) Tuesday, February 15, 9 a.m. to noon, at the Baltimore office of Maryland Nonprofits, 190 West Ostend Street, Suite 201. Registration fee is $50 for Maryland Nonprofit members, $100 for non-members. Do sign up on the Maryland Nonprofits website, or call them at 410-727-6367.

News: Latest Surveys Provide Fascinating Glimpses at The Online Crowd and How Nonprofits Approach Them

2011-02-07T15:39:00.001-05:00

Research is a beautiful thing. Whenever frustrated marketers begin to wonder just who is really out there to talk to (or at), they can rest easy knowing that somewhere in America, a think tank is already at work on the answer. This month we have a bumper crop of useful (and free) studies:

Pew Research Center's Internet & American Life Project reveals the startling finding that internet users are more likely than others to be active a voluntary group or organization, and social media users are even more likely. The report also notes that certain key internet activities - including donating - are being accepted more uniformly across all age groups. There's also data on what role the internet played in achieving organizational goals.
A Harris Interactive poll on Americans' charitable giving habits and plans found nearly half (48%) make a small contribution of time or money to organizations and causes they believe in, while 9% are "extremely involved" and 24% "give generously." The percentage who feel they have a personal responsibility to make the world better has declined since 2007 from 31% to 24%.

Stupid Database Tricks

2011-02-07T15:38:00.000-05:00

Your degree from [Shall Remain Nameless] has helped you get ahead in life," said the direct mail fundraising piece. Only it hasn't. Because I never got a degree from Shall Remain Nameless. I think I attended a couple of seminars there, and that put me on the mailing list. But shouldn't the database at Shall Remain Nameless be able to distinguish the alumni from the occasional visitors? I think so, and if this happens again it shall not remain nameless a second time.

Then I got the email blast from one of my favorite organizations, one that receives a regular, generous monthly transfusion from my credit card to its bottom line. Headline: "When Will You Support [us]?" First line: "You've been listening to [us] for a while now but have not made a membership contribution." Uh-oh. But here lies an advantage of email marketing over direct mail. Not even three hours later, I got a new email called "This Morning's Error," with a sincere and heartfelt apology to contributors who received the earlier email by mistake. The promptness of the response mitigated most, if not all, of the damage - for me, at least.

Moral of the story: Never take your database for granted. Test, test, refine, and test. Because a donor is a terrible thing to waste.

Facebook Makes The Great Leap Forward

2011-02-07T15:35:00.002-05:00

In January Facebook released a new messaging platform, and suddenly it dawned on social media observers that Facebook was no longer content to be the 800-pound social media gorilla; it is driving toward becoming the 1,600-pound your-single-point-of-connection-to-the-internet gorilla. Jason Falls at Social Media Explorer suggests some of the implications, while Mitch Joel at Six Pixels of Separation sums it up as: "Facebook isn't just a destination. It's a platform."

The George Bailey Fundraising Technique

2011-02-07T15:32:00.001-05:00

Instead of telling donors how much good their gift will do, what about suggesting the harm that may come if they choose to sit it out? Jeff Brooks at Future Fundraising Now cites a neurology study that suggests that the Angel Clarence might have been onto something in It's a Wonderful Life.

Comparing Five Platforms for Online Communities

2011-02-07T15:31:00.000-05:00

If you're trying to engage your most loyal supporters online, you have quite a few tools to choose from. Allyson Kapin at Frogloop offers a helpful review of five of them: Facebook Groups, Google Groups, LinkedIn Groups, Posterous and BuddyPress.

15 Successful Social Media Campaigns

2011-01-03T14:29:00.001-05:00

Here are 15 examples of nonprofits using social media successfully to win friends and influence people.

Six-Minute Summary of Social Media Impact on Philanthropy

2011-01-02T17:42:00.002-05:00

What do you get when a smart media maven meets a savvy interviewer? The most cogent, concise six-minute explanation of social media’s current and future role in charitable giving. NPR’s Ray Suarez poses the questions to Allison Fine, co-author of The Networked Nonprofit.

Just Whom Do You Think You're Talking To?

2011-01-02T17:36:00.004-05:00

Photo: David Shankbone

Yes, it’s tempting, when the budget is tight (as it always is), to try to send out one communications piece to all your audiences. Something for everyone, eh? Just like a newspaper – and you see how well that idea is working! The problem is, when you send out a newsletter with some content for donors, some for volunteers, some for people you serve, each reader gets a newsletter in which two-thirds of the content is irrelevant.

These days, fortunately, talk is cheap – especially online. There’s no excuse not to send each of your audiences a targeted message that is 100% relevant to them. What’s more, you can do it without speaking with forked tongue.

I’ll be leading a workshop on “Making Your Messages Matter To Your Different Audiences” for Maryland Nonprofits on Tuesday, February 1, 9 a.m. to noon. Do sign up.

Tell Better Stories, Capture More Hearts

2011-01-02T17:34:00.000-05:00

Need help turning your good works into great stories? Here’s help: Professional copywriter Rachel Foster has penned an e-book called Storytelling for Nonprofits: How to Craft Stories that Inspire Donors, available freeon her website. (Thanks to Wild Apricot blog for the lead.)

For a fine example of good storytelling, look no farther than Baltimore’s Public Justice Center, which explains a complex legal victory in terms of a single combatant, Earline.

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The Definitive Study of Online Giving

2011-01-02T17:33:00.000-05:00

Network for Good and TrueSense Marketing released a report in December based on Network for Good’s experience from 2003-2009 with 3.6 million online gifts totaling $381 million. The complete study is available for a free download. The report has tons of good data, but here are the highlights:

Engagement matters. The strength of the relationship between donor and charity has a significant impact on donor loyalty, retention and gift size.
Small improvements to the donor’s online experience can have a big impact on donations.
Among the online options, the most loyal donors are those who give through a nonprofit’s own website, versus those giving through charity portals or social media. Those donors also give the highest initial gifts and stay at higher gift levels.
Recurring giving is a major driver over time and should be encouraged.
Giving online peaks at two times: after large-scale disasters and in December. In fact 22% of annual giving occurs in the last two days of the year. Donors are more open to new giving options after disasters, while in December they give based on relationships with the charities.

Based on the tsunami of “last chance” emails that popped into my email inbox last week, I am confident that the findings about December are clearly understood. I hope everyone’s 2010 fundraising was successful, and now I am happy to reset the clock and be free of “last chances” for 11 months. Happy new year, everyone.

Here Comes Jumo, the Social Media Site for Nonprofits

2010-12-07T16:28:00.005-05:00

Jumo, a social media site designed to help people find and discover issues they care about with their friends, was launched in Beta version on November 30 to considerable fanfare. The initial feedback from the social media pundits has spanned the spectrum from “let’s wait and see” to “who cares?”

Founded by Chris Hughes, the Facebook cofounder who was NOT the subject of a major motion picture, Jumo invites nonprofits to create profile pages (for best results, linked to existing Facebook and other social media sites). Then viewers looking for causes of interest can select nonprofits and become followers of their newsfeeds.

The early reviews point out that it is difficult to donate and more difficult to connect to friends with whom you want to share your interest in a cause, or to follow friends to see what interests them.

Here are highlights of the observations from the first wave of beta testers:

Sid Yadav: ”Worth noting is Hughes’ intentional lack of focus on donations on the site.”
Beth Kanter: ”Jumo helps connects people with issues and organizations on the first rung of the ladder of engagement, but the challenge will be how to cultivate relationships to bring people up that ladder to higher levels of engagement and involvement – from following and connecting to making donations to making change offline.”
Tom Watkins: ”But the tougher question for Jumo – which was much-publicized in cause-related precincts today – is how it differs from the online cause platforms that have plugging away for years at building those connections. In fact, much of what Jumo seems poised to offer (once it shakes off a rocky launch it seemed ill-prepared for) is already out there in the form of more-tested platforms like Change.org and GlobalGiving.”

The bottom line: It can’t hurt to post an organizational page on Jumo, but there are still a few bugs in the beta.

Resource: Writing Better Headlines

2010-12-07T16:27:00.001-05:00

Network for Good has published an e-book, Big Impact in Small Spaces: 9 Ways To Write Better Email Subject Lines, Headlines, Tweets and Facebook Updates. It’s available as a free download that will take less time than it takes to type the book title.

Being Good Ain't Enough

2010-12-07T16:25:00.000-05:00

In a fascinating essay in the Huffington Post, commentator Matt Dunn ponders the differences between the marketing of toothpaste and nonprofits (hint: toothpaste marketing is more successful) and why nonprofits cannot presume to win support just because they do good work. Even in a season of hope, there’s nothing gained by relying on wishful thinking.

Forget the masses. Engage a Small Core

2010-12-07T16:21:00.001-05:00

Clay Shirky, author of Cognitive Surplus and a highly regarded social media visionary, suggests that nonprofits will succeed not by winnings millions of supporters with weak ties, but by engaging a small core of passionate believers. You can read a good summary of his ideas, and hear an audio recording of his presentation, onKatya’s Non-profit Marketing Blog.

The Best Metrics for Marketing

2010-12-07T16:19:00.002-05:00

Wondering what to track to know whether the marketing is succeeding? A useful post on an agency blog suggests measurements to monitor on the website, online promotions, social media sites, emails, events, and press coverage.

Email Lacks the Emotional Punch of Paper, But There Are Ways To Close the Gap

2010-11-03T19:54:00.000-04:00

A recent scientific study confirms that direct mail appeals have stronger emotional appeal than digital messages, but blogger Jeff Brooks suggests four ways to even up the score.

Do You Still Believe These Grantwriting Myths?

2010-11-03T19:53:00.000-04:00

Pamela Grow, who blogs about grantwriting and offers grantwriting training, suggests that eight myths may be holding nonprofits back from developing effective grantwriting programs.

Five Steps to Writing Stronger Messages

2010-11-03T19:52:00.001-04:00

Nonprofit consultant Rebecca Leet offers her five-step process for thinking through messages. Her formula rings true for me, as it's quite similar to my own process for helping nonprofits develop communications strategies.

RESOURCE: Short Guide to Getting Social Media Right

2010-11-03T19:50:00.000-04:00

If you choose to disregard my advice below about social media experts, this one-page guide, based on surveys and interviews with nonprofits, says social media comes down to the seven C's: Cause, Communication, Community, Collaboration, Costs, Capital, and Competition.

Is Social Media the Next Big Bubble?

2010-11-03T19:48:00.001-04:00

Meanwhile, there are cries of revolution in the air, and we’re not even talking politics! A blogger, fed up with the rules and norms of social media practice “dictated by an echo chamber,” has gotten strong response to his call for a “punk social media” to shake up the social media stars and their conventional wisdom, much as punk rock exploded onto the music scene to protest the overproduced mindlessness of disco.

These critiques have a common theme: many social media “experts” are clueless. I happen to agree with that assessment, but for a totally different reason. I think it’s too early. As Mr. Dylan once remarked, “Don’t speak too soon, for the wheel’s still in spin.”

Like Radio, with Pictures

When television first arrived, no one quite knew what to do with it. To those people accustomed to selling advertising and writing programs for radio, it seemed something like radio, only with pictures. Within a decade, the media landscape had been radically altered as industry professionals recognized television’s awesome power to tell stories, present news, create overnight sensations, hypnotize millions and sell everything from used cars to British rock bands. It took a while to see that television was a lot more than radio with pictures; it was a game-changer.

I believe social media is still in its infancy, so it’s far too soon to be setting rules for how to use it. At this stage, everything is an experiment. Any lessons learned are applicable only for a limited time. The wheel’s still in spin. But already social media is showing signs of being another game-changer. Avoid any “expert” who knows exactly the right moves to make in this still-evolving universe. That expert is, without a doubt, full of it.

You, Too, Can Be Your Supporters' "Personal Shopper" for Content

2010-10-10T17:37:00.000-04:00

I just learned that I am a "content curator." I read all these blogs and articles about nonprofit marketing and fundraising and "curate" the best selections for you each month. You, too,can perform a valued service for your constituents as a content curator. In an age of Too Much Information, it's truly appreciated.

Consumers Love Cause-Related Marketing

2010-10-10T17:36:00.000-04:00

Cone LLC has released the latest in its 17-year longitudinal study of consumer attitudes toward business and cause-related marketing. One startling stat: "85% of Americans wish more of the products, services and retailers they use would support causes." That is particularly so for mothers (95%) and millenials (94%). The study provides powerful ammunition for nonprofits seeking out sponsorships and high-profile partnerships with corporations.

Are You Ready for 1/1/11?

2010-10-10T17:35:00.000-04:00

January 1 is an epic day for fundraisers. Blogger Jeff Brooks explains why. (Hint: it has everything to do with demographics.)

50 Ideas To Raise More Money Now

2010-10-10T17:34:00.000-04:00

Network for Good has published a short e-book that has two things going for it: The title (How To Raise A Lot More Money Now) and the price (free). Ten different experts offer five short tips apiece. Download it for inspiration.

Why Engagement Matters

2010-10-04T16:18:00.002-04:00

In the next 12 weeks, my mailbox will be bombarded by appeals for money from dozens of nonprofit organizations. Some, but not all, are organizations I have donated to in the past. I would like to help many of them. Having neither won the lottery nor been born to wealth, however, I must be selective about giving. (Note to nonprofits: If you expect to get a gift from me this season, you need to be among the top 5 on my list.)

Who gets to the top of my list? Simple: the organizations in which that I feel a personal stake. My synagogue, because I am active and have many friends there. My public radio station, because they share (and shape) my musical taste and make me feel a part of a community. Habitat for Humanity, because one of the people they helped has become a personal friend. (That's another story.) A handful of others whose missions resonate with me, and whose performance of their mission impresses me. Bottom line: if you have not engaged me, you will not receive a gift from me.

And the larger, broad point: If you do not engage, you will not survive.

All donors make choices. The top choices will always be the organizations that connect with the donor's own passions and those who have forged a personal connection with the donor. Donors love to feel needed, and not just as walking ATMs. Engagement begets loyalty, and loyalty begets survival. Every nonprofit needs to look for ways to engage with more donors. Social media are one way; there are others.

End of speech. Now let's get down to cases. Allyson Kapin at Frogloop suggests 10 ways to engage supporters, from thank yous and volunteer recognition to social media connections. Nancy Schwartz offers two examples of engagement through behind-the-scenes activities. And Social Media Explorer offers a fascinating comparison between online engagement and the local farmers market. (Hint: free taste.)

Do you have ideas about engagement that work for you? Please share.

Do You Speak American?

2010-09-12T15:07:00.002-04:00

Susan Strong, Executive Director of The Metaphor Project, explains that nonprofits can frame a stronger message by "speaking American," which means "understanding American cultural narrative and tying in your message to that ideal American sense of identity that everyone already understands."

Best Practices in Webpage Design

2010-09-12T15:06:00.000-04:00

Blogger Jocelyn Harmon of Care2 offers a critique of a new nonprofit webpage and uses it to offer seven valuable best practice rules. Among them: e-mail signup on every page, and "words and images that make your mission concrete."

Nonprofits Enter the World of Mobile Apps

2010-09-12T15:02:00.001-04:00

Well, surprise surprise! When people with mobile phones connect to the web, the number one thing they do is check their email, says a Nielsen study. If you're sending email to solicit donations, make sure it's user-friendly on a mobile phone. You also may want to develop a mobile app for your organization - something that gives mobile users a reason to click through. For inspiration, check out these seven examples of nonprofits and their apps.

7 Good Ideas for Facebook Marketing

2010-09-12T15:01:00.000-04:00

Experts with experience in Facebook marketing offer seven good suggestions for how to do it better.

Website Shows Email Tests That Worked

2010-09-12T14:59:00.000-04:00

What a great site for email marketers! "Which Test Won" offers a comparison of two email test offers from the same organization each week. You vote for the one you think was most effective, and then you learn the actual results. There's also a library of past comparisons. Thanks to Jeff Brooks at Future Fundraising Now for the tip.

What's Working in Fundraising Today?

2010-09-12T14:58:00.000-04:00

Blogger and consultant Lisa Sargent has written a valuable report on the state of online and offline fundraising, based on interviews with professionals representing organizations of varying sizes and across a spectrum of causes. Among the most interesting findings: social media contacts are "fragile followers."

12 Ways To Market Your Events with Social Media

2010-08-04T21:27:00.000-04:00

Now we're getting down to the real nitty gritty. How can you channel Twitter, Facebook, LinkedIn, your website and other tools to draw attendance for your special events? This article offers a 12-step recipe.

Check Out Contest on Paperless Fundraising

2010-08-04T21:20:00.000-04:00

Catalog Choice and The Overbrook Foundation are sponsoring the Paperless Choice Challenge, a competition for nonprofit organizations raising money strictly through electronic media. This is one of those contests where winners are determined by online voters. While the Aug. 16 deadline is a bit tight, scanning the contestants may inspire some fresh fundraising ideas.

NEWS: 2010 Benchmark Study Shows Where Nonprofits Stand With Social Media Usage

2010-08-04T21:14:00.003-04:00

The annual NTEN Benchmark Study is a good measure of how deeply nonprofits are delving into social media, and what results they are getting. Headlines: Facebook and Twitter usage is up, but few see much direct fundraising success.

To Get Noticed by Media, Report Your Own Story

2010-08-04T21:02:00.005-04:00

Photo: Pendleton-Gazette.com

Publicity in newspapers and on television is a big boost in getting the public's attention - but to help the media find your story, you may have to be your own reporter. A D.C. public relations consultant offers useful ideas for combining traditional media relations with "Web 2.0" tools, such as your website and social media sites.

You Have To Be Noticed Before You Can Brand

2010-08-04T20:46:00.003-04:00

Unless your nonprofit is among the several dozen national "brands" whose names are instantly recognized (American Red Cross, March of Dimes, Sierra Club), you can't start branding until people know who you are. So first, you need successful communication to raise your profile: communication that clearly defines who you are and what you do and places that information into the minds of your potential supporters. The Agitator blog offers three suggestions on how to do it.

A Recession Turnaround Story – Mine

2010-07-25T15:10:00.001-04:00

MK Creative was kind enough to profile me as part of a series on Nonprofits and the Men and Women Who Love Them. It relates how my consulting business went from disaster’s doorstep to robust recovery through a careful repositioning. And it’s mostly true.

RESOURCE: Great Summer Reading

2010-07-05T15:25:00.008-04:00

Photo: Amber Dawn Pullin

Some of the ablest commentators on nonprofit marketing have recently published books that will give your hands something to do while you wiggle your toes in the sand. The Nonprofit Marketing Guide by Kivi Leroux Miller (Jossey-Bass, $39.95), which promises "high-impact, low-cost ways to build support for your good cause," is the book I wish I had written. It aims directly at the one-person marketing/communications staff with the complete procedural on how to do everything from develop a strong message to working social media to your advantage.

Meanwhile, Beth Kanter and Allison Fine have written The Networked Nonprofit: Connecting with Social Media to Drive Change (Jossey-Bass, $34.95). Both are highly respected consultants and practitioners, and they not only explain all the programs and platforms, they also provide plenty of real examples.

For information and inspiration, you can't do better than these this summer.

CASE: Using Foursquare for Fundraising and Advocacy

2010-07-05T15:24:00.000-04:00

It is too early to say whether social media platforms like Foursquare, which are based on the user's physical location, are a great leap or a short-lived fad. But at least one nonprofit has used Foursquare to raise money and bombard Congress with calls

TIP: E-Newsletters That Capture Attention

2010-07-05T15:22:00.004-04:00


Blogger and consultant Nancy Schwartz has posted a slide presentation on "Breakthrough Nonprofit E-Newsletters," which, as she points out, is still a far more effective medium for nonprofits than social media at this stage. She offers some valuable tips for creating e-newsletters that connect with readers.

And Now, for the Truly Ambitious: Transmedia Storytelling

2010-07-05T15:20:00.000-04:00

Nedra Weinreich, an expert on social marketing (not to be confused with social media), explains a concept so startling it will either transform your thinking or make your head explode. Or both. Transmedia storytelling, as she defines it, is telling a story

on multiple media platforms, with different parts of the story appearing in different places. The readers/viewers may enter the story at various points, and may need to solve puzzles or follow clues to discover the different nodes of the story.

When it works, it can be very engaging. Nedra provides a complete example of transmedia in an imagined campaign to change behavior on a public issue.

I heartily recommend reading it (but will not assume responsibility for any resulting explosions).

How Effective is Your Online Communications?

2010-07-05T15:19:00.000-04:00

An article on the Idealware blog defines, in plain English, the mystery terms "views," "followers," "engagement," and "conversion" so that you, too, will understand how to know what's working and just how well.

A Comparison Chart of Social Media

2010-07-05T15:18:00.000-04:00

If you're up on Facebook but still don't know what to do with Stumbled Upon or Digg or del.icio.us, this chart of the "Social Landscape" may be just the ticket. (Thanks to Marco Kathuria for the tip.)

The Truth About Twitter

2010-06-03T21:33:00.000-04:00

A study confirms what many of us knew and even more of us hoped: rumors of Twitter's inevitability have been highly exaggerated. Edison Research and Arbitron found that while 87% of Americans are aware of Twitter, only 7% use it. (Facebook usage, by comparison, is 41%.)

How To Excel at Social Media

2010-06-03T21:32:00.000-04:00

Beth Kantor, long at the forefront of social media, shares a meaty and thought-provoking presentation on the elements of social media success for nonprofits.

NEWS: Don't Expect Much This Year From Boomers

2010-06-03T21:31:00.000-04:00

The 2010 Fenton Forecast surveyed 1,000 donors and found them positive about nonprofits but less sanguine about giving to them this year. Two-thirds plan to give the same amount or less, with the Baby Boom generation distinctive as the gloomiest group of all. One bright spot: The only age cohort planning to donate more is the 18-to-34-year-olds. All the more reason to crank up the social media that reach them best.

TIP: 10 Ideas for Better Online Donor Landing Pages

2010-06-03T21:30:00.000-04:00

The Social Media 4 Nonprofits blog has compiled 10 Tips to help convert web visitors into online donors.

NEWS: At Small Nonprofits, Online Giving Is Growing

2010-06-03T21:26:00.002-04:00

The annual M+R eBenchmark study of online outreach separated the small nonprofits from the big boys, and the results were interesting. While large organizations saw declines last year in dollars and average gift size, the small groups (list size under 100,000 names) were up in both categories (with a 6% increase in dollars). Katya Andresen provides interesting commentary on why, and/or you can read the whole report.

Social Media Success Stories

2010-05-12T16:39:00.000-04:00

For months, it was hard to find any real results from using social media tools. Now, all of a sudden, nonprofit case studies are filling the air like pollen. (Gesundheit!) Jennifer Mattern at Social Implications discusses NPR’s use of social media for audience engagement, Idealist.org for volunteer recruitment, and others for fundraising and education. For an international perspective, Tactical Tech’s “10 tactics for turning information into action” features six-minute video clips on each of 10 organizations detailing what worked for them and why. Closer to home, Social Media Examiner takes a detailed look at the social media success of Lance Armstrong’s Livestrong Foundation.

Email Fundraising Case Studies

2010-05-12T16:37:00.000-04:00

The Idealware blog has two detailed case studies of a prep school and a local United Way using email successfully for fundraising.

Most Common Newsletter Mistakes

2010-05-12T16:35:00.000-04:00

Jeff Brooks reprints a list of the eight most common mistakes that nonprofits make in producing newsletters for donors. Then he adds three more to the pile.

TIP: The Eight-Second Shot Clock

2010-05-12T16:33:00.000-04:00

How long does your email have to make an impression? What do you have to get across? We’re talking seconds here.

RESOURCE: Social Media Planning Chart

2010-05-12T16:32:00.000-04:00

Those thoughtful folks at the Wild Apricot Blog are sharing some practical ideas about a planning matrix for keeping track of your social media messaging opportunities.

Geolocation: The Latest Phase in Social Media

2010-05-12T16:30:00.000-04:00

Photo: Michael Reeve

Beth Kanter reports how the Brooklyn Museum has used Foursquare, the latest location-based social medium, to engage with visitors and potential visitors. Social Media Examiner provides a good overview of “geotagging, local search and location-based services” and how they work with cellphones and GPS.