Naming and messaging are so tricky, yet so vital. I saw that again last week with your strong response to the Green Media Toolshed -> Netcentric Campaigns case study. So I reached out to the Netcentric team to learn more about their process and tips on shepherding a name change, or creation, for your organization, program or service.
Thanks so much to Bobbi Russell, Netcentric’s COO, for sharing experiences and tips.
It’s rare to see an organization change its name and that’s a good thing. Name changes are a delicate matter.
Assuming you’ve done a good job of building relationships with supporters, partners and others, your org’s name has equity. Members of your network—donors in particular—have established ways in which they relate to your organization, and your name is the most memorable trigger you have. When you change your organization’s name, you upset the status quo and draw attention to what has been a smooth and productive relationship.
Our daughter, Charlotte, is away at Camp Harlam for 3 1/2 long weeks this summer. It’s her first time, and our pleasure in relaxed evenings and quiet weekend mornings is punctuated by severe pangs of missing her.
Most evenings we can quiet our pangs by going to the private website where photos from the day are posted. Charlotte frequently shows up in a photo or two, and we can get a sense of what she’s up to and how much she’s enjoying it (or not). I can’t tell you the pleasure we got when we spotted the biggest smile ever after she had completed the ropes course last week. We’re really getting to feel like part of the Camp Harlam family.
Harlam has done a great job of building our relationship in a natural way from the moment we shared our interest in registering Charlotte for the summer. I urge your organization to do the same, from the moment you first connect with folks who show interest as participants, supporters, clients, partners and/or volunteers and actively throughout the course of your relationship—BETWEEN your asks. Here’s how:
Your nonprofit’s messagesare the most powerful marketing tool you have, enabling you to connect quickly and strongly with your supporters and partners.
In fact, the right messages—based on getting to know your network and what’s important to them—are a powerful motivational magnet and easy to remember and repeat. Priceless!
But most of you can do much better with your messages—Just 24% of nonprofit organizations rate their messages as effective. This practical new tool will help (available now at no charge)—Your Nonprofit Message Brainstorming Kit:
A strong tagline is a potent tool. So don’t miss this incredible opportunity to strengthen your connection with your base. You need their help to move your mission forward. And you’ll make it easy for them to remember and repeat why their friends and family should donate, volunteer, advocate….for your organization.
P.S. Your tagline is at the heart of your message platform, conveying the essence of the impact of your work, in eight words or less. UNCF introduced its tagline (A Mind is a Terrible Thing to Waste) decades ago, but it still stirs my heart and my mind!
Have marketing naysayers among your colleagues or leadership? Take these quick steps to open their hearts, eyes and minds. It’s the best way to motivate their interest and participation in marketing via sharing critical insights on supporters and competitors, and learning to be effective messengers:
This is the last in my six types of stories your organization has to tell series on how to find, shape and share your strength story. Strength stories showcase how your organization’s particular focus or approach adds value to the community you serve and/or and moves your issue or cause forward in a way unmatched by other orgs (a.k.a. differentiation).
Guru-of-most-things Seth Godin recently summed up the value of differentiation: If there’s not at least one thing that’s distinctive about your organization—OR if you have that unique strength but don’t highlight it—you’re toast. Prospects will think you’re just like every other nonprofit, and that’s death to us marketers and fundraisers.
What if you were skilled at the most critical marketing process necessary to engage your target audiences with clarity and purpose?
What if you mastered a proven 11-step message development process so you had a positioning statement, key messages and a sparkling tagline that connected with your supporters and energized your staff, board and volunteers?
And what if you could perform this marketing transformation with expert guidance in just 6 weeks?
Well now you can, starting Tuesday, May 7. But there are just three seats left… Learn more here.
Note:No worries if you’re unable to make the first live webinar on May 7. I’ll guide you into the program and webinar recordings (video and audio) including all Q&As, plus the slide deck, will be available for review at your convenience.
It’ll take you about two minutes to read this. Do you think you’ll make it?
It’s not likely.
People usually read just 20% of any content that’s 100 words long or more. Since this post is longer than that, you’re most likely to scan it for keywords that are relevant to you, plus highlighted elements I showcase with bolding or italics.
Most of us wish, when we write, that people read every single word. But the reality is that people read far less than you think, or want.
Here are six ways to up the odds that your nonprofit’s content is read, digested and acted on:
Last week, I had the absolute pleasure of diving deeper into the science of communications with Ira Flatow, host of radio show Science Today, and Sendhil Mullainathan, Professor of Economics at Harvard, who specializes in behavioral economics.
These rare birds—science specialists fluent in bringing scientists and the public together in dialogue—quickly jumped into a compelling discussion on how the mind interacts with messages and data to understand the world around us, and decide how to act.