Flickr: Chip Griffin
The pressure is on to connect and mobilize your people as the world in which we work grows increasingly complex, crowded, and uncertain. Why not recruit folks already connected with your organization to help as marketing and fundraising ambassadors?
Your colleagues, board members, volunteers, and loyal donors have tremendous potential to strengthen relationships, drive participation, and raise money IF you launch this six-step training program:
1) Share a clear call to action
Get super-specific when you ask people to step up as organizational messengers. Break your request down into small, doable steps. For example, request they “email your five closest friends or family members to ask them to support our organization during this first-time matching gift campaign” or to “discuss your passion for our organization with friends next time you go on a walk or out for dinner, sharing email addresses for those wanting to know more with me at email@example.com.”
We all have an incredible marketing resource right in front of us—our board member, colleague, and loyal volunteer ambassadors. But most of us look right past them, much less make it appealing or easy for them to participate and succeed!
You still have time to launch your team of messengers to spur right now campaigns, registration, and giving. They’re already fans, so many of them will be eager and effective fundraisers. Here’s how to ask for participation, train and support your messengers, and thank them.
Your ambassadors’ reach, engagement, and donation impact is directly related to saying the right thing at the right time. The trick is.. it can’t be a script, repeated from everyone to everyone. That’s just not genuine or relevant.
Provide these three message tools to your ambassadors, and you’re golden. They’ll ensure your team’s comfort and confidence, which means they’re more likely to talk with more donors and prospects. These tools also increase the odds prospects hear the kind of consistent yet personal messages necessary to spur engagement and the actions you want!
We’re in count down to year-end fundraising season, with its relentless pressure and never-ending to-dos. Are you banging your head against the wall yet?
Joking aside, it may seem like your team’s hard work and limited resources won’t be enough. Yet you know how much you could bring in, if only…
Good news! There is a way to move past this seemingly insurmountable barrier—Launch a team of messengers to be your nonprofit’s ambassadors for year end (and beyond). Enlist your colleagues, board members, and passionate supporters to boost your nonprofit’s reach and results for little or no cost. The best part? They’re already motivated to help you reach your goals.
Start with these three steps to identify, inspire, and support ambassadors for your year-end campaign:
So many of you have reached out to me recently in total panic, asking for guidance because you’re stressed to the max by pressures of launches, giving day, and year end. Then there’s the biggest one—the pressure of unrealistic expectations (especially your own). I know because I live it too.
Methods for addressing those pressures are you- and organization-specific, but some game-changing strategies work across the board. One tried and tested method stands out as the most universal, powerful, and long-term way to get happier, healthier, and more productive at work (sorry if I sound like clickbait, but it’s true):
Team with colleagues and peers in the field to share your needs, provide and ask for help, vent and listen, or to get or give a fresh take. There’s nothing like it—we are so much stronger together. The outcome is stronger too—personally, for your output, and for the ultimate results.
Welcome to the Nonprofit Blog Carnival on Launching and Supporting Your All-Staff Team of Powerful Marketers—the best methods and tools to ask, train, support, and thank your colleagues to be effective insight gatherers and messengers.
I’m thrilled to share with you this sampling from the powerful posts and recommendations submitted by you and your nonprofit peers:
Mad Men’s Don Draper would adore Marissa Garza, Director of Marketing and Communications at Girl Scouts of Northern Illinois. She goes for what she wants, and shares five tips on how she and her marketing team created an “organization-wide marketing team.”
Here’s how I train orgs like yours to Extend Your Reach with an All-Staff Messenger Team
Lisa Rupple, Communications Coordinator at the Community Foundation of Lorain County, wants to brainstorm:
Please share your questions and tips here, or via a blog post emailed to firstname.lastname@example.org by Friday, June 24.
I’m in love, with a marketing method that’s a game changer for communications, fundraising, and program staff members in organizations like yours—Launching an all-staff team of messengers.
- You know what you need to do but can’t get beyond the limits of time, expertise, and budget. That’s the struggle you share most often.
- Your colleagues are spreading the word but it’s frequently the wrong word. But 42% of them can’t accurately describe what your organization does, much less convey the crucial needed to advance your communications goals.
- And your colleagues can have better access to the folks you want to reach.
For this month’s carnival post, I’m eager to hear your questions and concerns, tips, and tools on popping your team of all-staff messengers:
You guys are so smart! I love it when you share a marketing technique that’s made all the difference in the world to you. There’s no better model for the rest of us.
Thanks today to Jennifer Johnson, director of marketing & communications at Advocates. I worked with Jen to develop a first-time brand for this human services agency providing a breadth of programs and services throughout Massachusetts. Here’s the inventive approach she designed to solicit prompt input throughout the brand development process:
How many of your communications projects go nowhere because the approval process is a landmine? For many of us, that happens way too often. We diligently do our homework, developing buy-in from colleagues (by highlighting what’s in it for them) and sourcing practical insights on audience habits and wants.
We use these guidelines to get “it” right, whether it’s a first-ever formalized organizational talking points, campaign mini-site, new program marketing plan, an anniversary celebration approach, or… Then, we sit down again with those colleagues (or send a reply-to-all email with requests for specific feedback if folks are in multiple locations) to get interim or final approval.
Suddenly everyone’s a graphic designer, or a writer, or a creative director. Chaos ensues, even though we shaped the deliverable to what we heard from these same colleagues. I think you know what I mean.
There is a better way—be as strategic in your review and approval process, as you are with your marketing and fundraising work.
We all have a powerful communications resource right in front of us—our colleagues and board members. But most of us look right past them.
Here are four compelling reasons—backed up by the kind of research findings nonprofit decision makers adore—to launch your team of board and staff messengers a.s.a.p.: READ MORE
Our first post in the new Do-It-Differently series, featuring fresh ideas from the field. Thanks to Renee Thompson, director of philanthropy, Second Harvest Food Bank of Middle Tennessee
Tested Turnaround! Introducing a new fundraising spokesperson—one of our clients (an individual who’s benefited from our donors’ support).
Keeping It All about Our Donors, Not Our Organization
Traditionally, our ED produced all year-end content, reviewing the past year’s work and impact. That’s how most organizations do it, after all.