Now it’s my turn to ask you a question.
I’m writing an article on the most productive ways for nonprofit communications and fundraising teams to work together (and together is the key word here) and would like to integrate some examples from you of what’s working (or ideas you have that haven’t been implemented yet). Each team may come into it with very different perspectives, but working together is a must, believe me!
Of course the deadline is almost here so please get in touch asap via the comments box below or simply email me! Your real-world perspective is vital to the strength of the article.
Thanks so much. I look forward to receiving your examples and suggestions!
Nancy Schwartz on May 14, 2010 in Fundraising: Innovations & Research, Planning and Evaluation
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5 comments
Tags:collaboration, fundraising, Nonprofit Communications, nonprofit marketing
I’m pleased to welcome back Rebecca Leet, who helps nonprofits sharpen their goals and connect with the people who can achieve them. Rebecca covered the importance of knowing your base and nine questions to ask about your organization’s messages in her last posts. Here’s Rebecca…
It seemed as if every restaurant TV was tuned to the recent Masters Golf tournament. Yet during one such exposure, I realized that the difference between golf and tennis mirrors that between communicating through traditional media versus new media.
Contrasting the two sports gives communicators a way to bring home how different marketing is today than it was 10 years ago. The contrast may help our colleagues grasp the fundamentally different relationship organizations have with our audiences now.
Golf is the old communications environment in which your organization had great control. Except in crisis situations, you had time to plan, create, and deliver communications. You had time to create its message. You had time to get ready to launch the message, to “tee it up”. And you could choose what channels to use – the environment into which the message was launched.
And if the message turned out to be a dud, you could revise it and re-launch – like a golfer who hits into a sand trap, inspects the lie, considers his escape and chips back onto the fairway.
Tennis is our lives in today’s communications environment where there is very little control. Sometimes you can serve up a message, but just as often the communication initiative comes from outside or the “other side of the net.”
Once the communication has begun there’s no pause in the action. A tennis player has to be able to react immediately to the shot that is coming at her. She has to be in the right place, at the right time, and have the stroke (read communications skill) if she wants to stay in the game.
Next time you’re building a colleague or board member’s understanding of how the communications landscape has evolved, try the golf/tennis analogy. Reinforce it with concrete examples of communications wins, and losses, on your part and by colleague organizations.
It’s likely that at the end of that conversation, they’ll have a much greater understanding of the complexity of today’s communication environment and why you’re taking the steps you are to engage your base.
P.S. Get more in-depth articles, case studies and guides to nonprofit marketing success — all featured in the twice-monthly Getting Attention e-update. Subscribe today.
Guest Blogger on April 28, 2010 in Planning and Evaluation
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1 comment
Tags:Nonprofit Communications, nonprofit marketing, rebecca leet
“Your template helps enormously. Thanks so much for the Marketing Plan Template. We’ve just completed our strategic plan and are poised to plan our marketing. We didn’t quite know where or how to start and your plan helps enormously.” — Pam Voss-Page, Executive Director, Student Leadership Services
I outlined the value of planning and evaluating your nonprofit marketing in a recent post, and clearly hit a nerve. Many of you are frustrated by “just doing it,” and feeling that your nonprofit communications impact suffers as a result. And I heard from many of you eager to plan, but not knowing how to start or where to find the time.
In response to your requests, I’ve developed this ready-to-use nonprofit marketing plan template for you to download. I urge you to just jump into completing it. If you don’t, the impact of your organization’s communications is as uncertain as a bingo game.
Your investment of five to ten hours will give you a baseline plan useful in starting a meaningful dialogue with colleagues and guiding your daily marketing focus. Just block out an hour (first thing in the morning is ideal) each day for one to two weeks to complete your marketing plan (download here)
I guarantee that your nonprofit communications impact will soar as your communications plan will provide:
- A clear path forward for your nonprofit communications, no duplication of effort thinking what next.
- Concrete measurable objectives so you know what you are working towards.
- Stronger connections with your base and prospects — leading to more giving, volunteering and advocacy.
- Increased productivity–making the most of your time and budget.
- A pithy overview of your work ready to use to build understanding and support of colleagues and funders.
Go to it!
Nancy Schwartz on April 20, 2010 in Planning and Evaluation, Tools
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10 comments
Tags:Getting Attention, marketing plan, Nancy E. Schwartz, Nancy Schwartz, nonprofit branding, Nonprofit Communications, nonprofit communications plan, nonprofit marketing, nonprofit marketing plan, tagline
“We’re working so hard, but we’re not getting the results we want.” That’s a tune I hear, again and again, from nonprofit communicators exhausted from their efforts, disappointed at hitting a wall and frustrated by not knowing how to do better.
All action and no traction. That’s what most marketing is, nonprofit and for profit. A series of discrete actions—a direct mail invite for a fundraising event, a two-part email campaign to introduce a new program, a blog launched for an advocacy campaign—with no connection between them.
My response is immediate and assured, as I’ve seen it work time and time again: There are two clear and doable ways for even the smallest organization to generate marketing impact—planning and evaluation.
These are the two keys to nonprofit marketing success, and a topic I’ll be focusing a lot on in coming months. I’m going to break it down for you so you understand each and every step, and provide checklists and worksheets to help you execute them in the time you have.
Review this outline to learn the benefits planning and evaluation will bring to you and your organization’s marketing impact, all through practices that are doable (for even one-person shops) and productive.
P.S. Get more in-depth articles, case studies and guides to nonprofit marketing success– all featured in the twice-monthly Getting Attention e-update.Subscribe today.
Nancy Schwartz on April 1, 2010 in Planning and Evaluation
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0 comments
Tags:evaluation, Getting Attention, Nancy E. Schwartz, Nancy Schwartz, nonprofit branding, Nonprofit Communications, nonprofit marketing, planning, tagline
This year saw the explosion of social media, online video and mobile content. We’ve friended, tweeted and absorbed more content on the web in 2009 than ever before. This means there’s more content competing for your audiences’ attention, so getting the basics right is an absolute imperative.
Take a look at this list of 2009’s most popular Getting Attention articles for insight into mastering your core marketing components in 2010 and beyond.
1. This Creative Brief Template Helps Ensure Powerful Copy and Design
Taking the time and energy to craft a thorough summary of your goals, preferences and needs for a writing or design project will save time and money, and ensure you get the results you envisioned. This article and template give you everything you need to succeed.
2. Nonprofits’ Most Missed Marketing Tool — Email Signatures
Crafting your email signature to feature key information about your organization is a simple and inexpensive way to communicate your message to your contacts. Read this article to learn what works best.
3. How to Design an Effective Marketing and Communications Budget (Case Study)
More than ever, it’s vital to have a plan and budget to guide and support your marketing efforts. Dive into this article to learn how to outline a budget that will help you accomplish your goals.
4. 5 Steps to Great Graphic Design for Your Nonprofit
Finding the right graphic designer or team is challenging. But now there’s help: This article breaks the selection process down into five easy steps for developing strong relationships with the right designers. This is a proven path to design work that conveys the essence of your org while captivating your audiences.
5. How to Write a Letter to the Editor that Gets Published and Read
A letter to the editor is great alternative to a news story for nonprofits, giving your org the chance to state an opinion, offer an alternative viewpoint, or move someone to action, in your own words. Here are 10 proven guidelines for letter to the editor success.
P. S. Don’t miss out on in-depth articles, case studies and guides to nonprofit marketing success — all featured in the twice-monthly Getting Attention e-update. Subscribe today.
Flickr photo: go-mel
Amy Kehoe on December 10, 2009 in Branding and Messages, Case Studies, Copywriting, Getting Attention, Graphic Design, Media Relations and Press, Nonprofit Communications, Planning and Evaluation, Recommended Resources
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1 comment
Tags:creative brief, email signatures, Getting Attention, Graphic Design, letter to the editor, marketing budget, Nancy E. Schwartz, Nancy Schwartz, Nonprofit Communications, nonprofit marketing
Back in 1996, brevity was all the rage in URLs. The thinking was less was more, in all cases. And that's what informed my recommendation to the Ford Foundation (I planned and produced the Foundation's first website) to use FordFound.org as its URL.
Let me tell you, every time I heard that moniker in the past few years (and I heard it a lot, as Ford is a big public radio sponsor), I cringed. Because URL/web habits, and the strategy around them, have changed. The rule now is to use an URL that's easy to remember and repeat, which FordFound is not.
So I was thrilled to hear yesterday's sponsorship plug include mention of FordFoundation.org. Nothing is forever, and that includes your communications from strategy to the nitty-gritty (but so important) like your URL.
Make sure you are looking at every aspect of your communications with a fresh eye, regularly. That's impossible for you to do, if you're involved in creating or supporting it, but an ideal assignment for a the latest hire in your organization or your ad-hoc marketing advisory group.
Create a checklist (frequently updated) so you don't miss anything important and you're bound to stay fresher and more focused, so more effective, with your communications. It makes a difference.
Nancy Schwartz on October 15, 2009 in Branding and Messages, Nonprofit Communications, Planning and Evaluation
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0 comments
Tags:Ford Foundation, Getting Attention, Nancy E. Schwartz, Nancy Schwartz, nonprofit branding, Nonprofit Communications, nonprofit marketing, tagline
As the host of this month's Nonprofit Blog Carnival, I was pleased to receive a few well-thought-out perspectives on this key issue: At a time when resources are scarcer then ever, and competition for attention is tough, how can your org use Q4 to close 2009 with bang and move strongly into 2010?
I recommend that nonprofit communicators focus on these big three steps to ensure that your communications work is contributing as much as possible to advancing your organizational goals:
- Evaluate how you're doing in reaching your communications goals (you have to have tracking system in place to do so, if it's not getting that up and running is your Q4 priority.
- Fine-tune your communications plan to reflect what's working and what's not, and the changes (they are there, and significant, even if you're blind to them. Look harder.) in the environment in which you work.
- Ramp up to launch the revised approach in January. Even if this work takes you off of cranking out planned Q4 communications products, it's a must, and well worth it.
Fundraising superstar Sandy Rees shares this guidance:
- Communicate with your donors, ideally via stories. Donors want to hear about the good work you’re doing. It affirms their decision to give, and inspires them to give again.
- Thank donors for their past support. Simple but highly effective. Donors appreciate and remember organizations that show their appreciation. It's not as many as you think.
- Ask. Make it clear that your organization is asking for a donation. Don’t assume that people will give if they can.
Barbara Talisman, specialist in nonprofit management and fundraising, urges organizations to add social media to the mix in Q4. She blogs about the power of friend-raising, reaching out to your friends and followers (including your literal Facebook friends) and urging them to spread the word.Initial impact may be modest but these friends become part of your organization's larger communities and if you're common friend continues to act as a communicator/fundraiser on your org's behalf, you build a powerful network.
What are you strategies for Q4 communications and fundraising success? Please share in the comments box below.
P.S. If you're daunted by marketing planning for Q4 or beyond, break it down into more approachable 90-day chunks. Learn how here: How to Do Grand Plan Marketing 90 Days at a Time (Case Study)
Nancy Schwartz on September 30, 2009 in Carnival of Nonprofit Consultants, Nonprofit Communications, Planning and Evaluation
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0 comments
Tags:barbara talisman, Getting Attention, Nancy E. Schwartz, Nancy Schwartz, Nonprofit Blog Carnival, nonprofit branding, Nonprofit Communications, nonprofit marketing, Sandy Rees, tagline
Like most of you, I’m sure, I’m sharply focused on my top three my priorities for Q4 2009. And I’m wondering what tops your list. Where should experimentation into social marketing fall? How about honing the relevance of your messaging? Are you cutting back on reach or expanding to engage new audiences?
I’m hosting the always-provocative Nonprofit Blog Carnival here next week, and want to hear from you — whether you are a nonprofit staff member or consultant to nonprofit organizations — on this key issue.
If you write a blog post this week that fits, please send the permalink to me by Friday COB, September November 25th at nonprofitcarnivalATgmail.com or via the Blog Carnival form.
P.S. If you’re daunted by marketing planning, break it down into more approachable 90-day chunks. Learn how here: How to Do Grand Plan Marketing 90 Days at a Time (Case Study)
Missing out on the Getting Attention e-update? Subscribe now for in-depth articles and case studies on nonprofit marketing.
Nancy Schwartz on September 21, 2009 in Carnival of Nonprofit Consultants, Planning and Evaluation
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0 comments
Tags:Getting Attention, Nancy E. Schwartz, Nancy Schwartz, Nonprofit Blog Carnival, nonprofit branding, Nonprofit Communications, nonprofit marketing, tagline
We have a family membership at an upstate New York sculpture center featuring outside exhibitions. It's a unique and beautiful place; one we can't visit that often (it's an hour away) but a venue we want to support. We joined for the first time this year.
The center has an incredible reputation — because it's so unique and beautiful — which has carried it far. So as a member, I expected to have the pleasure of a compelling series of communications, online and off. Didn't happen. Here's what did:
- We received a thank you note for our membership (thumbs up) but it didn't mention any upcoming exhibits or events (where was the call to action, the opportunity to get involved at the next level?).
- I went to the Web site but saw only an incomplete calendar of events for the next week (there are lots of concerts, tours, child projects there). The center is more than an hour away from the NY metro area, so most visitors have to plan ahead. It's not a drop-in experience. That's hard to do without advance notice.
- So I emailed requesting to be put on the e-news list (didn't see where to subscribe online). But there's no e-news! Instead, I was told that they do have a twice-yearly print newsletter, the next issue coming in a few months but they'd be pleased to send me the last one.
- Yet, the center has an active Facebook fan page (for those members and interested others who are even on Facebook), with 1,045 fans to date. I wonder how many members that includes; Storm King never told us about its Facebook page in any member communications.
- Then we just received a full-color 16-page annual report, printed on heavy paper, featuring 10 pages of donors names. Expensive to produce and mail, but it has no value to me.
Even though we can assume every org has a range of target audiences, members have to be a priority for every arts and culture organization. For this one, we don't seem to be.
Here's what I recommend to the center:
- List out the three or fewer target audiences you need to engage more effectively in order to meet the center's current goals. Members should be on the list. Then learn their habits and preferences (e.g. e-news vs. Facebook fan page).
- Figure out how to engage current members so they become even more loyal. Make it easy for them (i.e. with advance notice of events) to become more involved. Make them/us want to be marketing messengers for the center.
- Ensure your Web site and e-news (and despite the challenges of getting attention via email, you gotta have one) are tight, focused, timely and working for your organization…before you even stick a toe into social media waters.
Please share your suggestions for the center. What would you do if you were them? Tell us by clicking Comments below.
NOTE: Here are some brief guides to strengthening your Web site and e-news. For more, subscribe here to the Getting Attention e-update!
Flickr photo: al binami
Nancy Schwartz on June 17, 2009 in Case Studies, Nonprofit Communications, Planning and Evaluation, Social Media
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3 comments
Tags:annual report, Getting Attention, members, Nancy E. Schwartz, Nancy Schwartz, Nonprofit Communications, nonprofit marketing
I was astonished to see how succinctly storytelling expert Andy Goodman summed up the must-dos in his NTEN Webinar, covered here by Fundraising Success. He's a consummate storyteller himself, but few folks can share their wisdom in such a clear way.
Here are Andy's musts for a well-told story:
Five Key Structural Elements
- Protagonist. The person who we follow through the story.
- Inciting incident. Something that happens that kicks the story into action.
- Barrier. Something that stands in the protagonist's way. According to Goodman, this is what makes stories interesting and is absolutely critical.
- Resolution. When the hero gets around the last barrier.
- Goal.
Six Must-Have Qualities
1. Concise, but colorful.
2. Told in the language of the audience.
3. Not predictable.
4. Emotionally engaging.
5. Includes a moment of truth.
6. Shows, rather than telling.
Read the complete article for more detail and a few case studies! You'll never look back, especially after you see how (as Andy advises will happen) your base remembers much more about your org's work conveyed in a story, versus just telling them about it.
P.S. A high-impact tagline for your org is another vital marketing strategy. Download the free Nonprofit Tagline Report for must-dos, don't dos, case studies and 1,000+ nonprofit tagline examples!
Photo: GavKenny
Nancy Schwartz on June 3, 2009 in Branding and Messages, Nonprofit Communications, Planning and Evaluation
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1 comment
Tags:andy goodman, fundraising success, Getting Attention, Nancy E. Schwartz, Nancy Schwartz, Nonprofit Communications, nonprofit marketing, storytelling
