We are delighted to have Colleen Farrell, Senior Director, Marketing and Communications at New York Cares, join us as a recurring guest blogger.
New York Cares is New York City’s leading volunteer organization and runs volunteer programs for 1,000 nonprofits, city agencies and public schools, enabling more than 50,000 volunteers annually to contribute their time, expertise and energy to a wide array of organizations that address critical social needs citywide.
Every fall I feel like a kid going back to school. I don’t have to worry about pop quizzes these days, but there’s a big shift as we transition from the slower summer months into our busiest time of year. New York Cares’ inventory of volunteer projects increases dramatically -– doubling between August and November. Volunteer interest also ramps back up after summer, with a spike around Thanksgiving.
Our communication and management challenge is to quickly re-engage volunteers after the summer, and ensure we mobilize the right number of people at the right time as projects expand. Here are three things we consider:
1. Allow volunteers to act now.
We calculate the volunteers we need each month, then create a communications plan synced with our project roll-out schedule. For example, we scale back new volunteer orientations during the summer. In late July, we begin asking volunteers to become project leaders for fall (which is critical for starting new projects). From August onward, email, social media, and orientation schedules accelerate to bring in more volunteers.
There have been times where volunteer demand has outstripped our capacity –- it’s disappointing for volunteers, and something we work hard to avoid. The volunteers you turn away may never come back.
2. Engage existing volunteers.
The adage, it’s more efficient to get business from existing customers than win new ones, applies to volunteers, too.
We track and analyze volunteers’ histories through our database. This helps us forecast how many of last year’s volunteers are likely to return (about 50%) and how many new people we need to recruit to fill our available opportunities. We target communications accordingly.
3. Build a monthly messaging plan.
We create an editorial calendar aligned with our programs, and try to unify messaging across channels. We pick a lead theme each month or season – in the fall, we’re all about education. Messaging is simple and action oriented. We provide context about the current volunteer needs, paint a picture of the impact they can make, and provide clear direction on how to get involved.
Some of our most experienced volunteers will be too swamped to re-engage: that’s reality. But we stay in touch, and try to offer other, less time intensive ways to help – fundraising, donating, and friendraising, for example.
What are your Fall strategies for re-engaging volunteers and other supporters?
3-Step Communications to Re-engage Volunteers
/in Nonprofit Communications /by ContributorNew York Cares is New York City’s leading volunteer organization and runs volunteer programs for 1,000 nonprofits, city agencies and public schools, enabling more than 50,000 volunteers annually to contribute their time, expertise and energy to a wide array of organizations that address critical social needs citywide.
Every fall I feel like a kid going back to school. I don’t have to worry about pop quizzes these days, but there’s a big shift as we transition from the slower summer months into our busiest time of year. New York Cares’ inventory of volunteer projects increases dramatically -– doubling between August and November. Volunteer interest also ramps back up after summer, with a spike around Thanksgiving.
Our communication and management challenge is to quickly re-engage volunteers after the summer, and ensure we mobilize the right number of people at the right time as projects expand. Here are three things we consider:
1. Allow volunteers to act now.
We calculate the volunteers we need each month, then create a communications plan synced with our project roll-out schedule. For example, we scale back new volunteer orientations during the summer. In late July, we begin asking volunteers to become project leaders for fall (which is critical for starting new projects). From August onward, email, social media, and orientation schedules accelerate to bring in more volunteers.
There have been times where volunteer demand has outstripped our capacity –- it’s disappointing for volunteers, and something we work hard to avoid. The volunteers you turn away may never come back.
2. Engage existing volunteers.
The adage, it’s more efficient to get business from existing customers than win new ones, applies to volunteers, too.
We track and analyze volunteers’ histories through our database. This helps us forecast how many of last year’s volunteers are likely to return (about 50%) and how many new people we need to recruit to fill our available opportunities. We target communications accordingly.
3. Build a monthly messaging plan.
We create an editorial calendar aligned with our programs, and try to unify messaging across channels. We pick a lead theme each month or season – in the fall, we’re all about education. Messaging is simple and action oriented. We provide context about the current volunteer needs, paint a picture of the impact they can make, and provide clear direction on how to get involved.
Some of our most experienced volunteers will be too swamped to re-engage: that’s reality. But we stay in touch, and try to offer other, less time intensive ways to help – fundraising, donating, and friendraising, for example.
What are your Fall strategies for re-engaging volunteers and other supporters?
Nonprofits that Keep Their Word Deliver Great Experiences for Supporters, Finds Researcher Scott Deming
/in Nonprofit Communications /by ContributorEver had a nonprofit customer experience (as a donor, volunteer or whatever) that left you with a smile on your face? On the other hand, have you ever had an encounter with an organization that left you gnashing your teeth and griping about the event for weeks on end to anyone who’d listen? If you’re like most people, you can answer both questions (especially the second one!) with a resounding yes. But did you ever stop to wonder precisely what its was that went so right or, in the second case, so terribly wrong?
Scott Deming, author of The Brand Who Cried Wolf: Deliver on Your Company’s Promise and Create Customers for Life has the surprisingly simple answer: Great customer experiences happen when organizations keep their word. Most critical, pronounces Deming, is that what you say your organization stands for (brand) means next to nothing compared to what your stakeholders experience. That experience is your real brand or, as my mother used to say, actions speak louder than words.
Identifying positive and negative experiences
What’s interesting is that Deming profiles organizations he deems brilliant branders (orgs like Ben & Jerry’s and Saturn who consistently provide an ultimate customer experience) and wolf criers (who claim they do but actually don’t). And guess what nonprofit leads the wolf criers list….none other than the infamous Red Cross.
I find Deming’s perspective a particularly meaningful way to look at the organizations that have really let us down. Others I can name include the United Way and Smithsonian. These are organizations supporters and other audiences trusted to do the right thing; but they didn’t. And they lost our trust and support.
The Red Cross is a glaring example of how trust can be instantaneously eroded. In the hours after terrorists attacked the United States on 9/11, record-breaking pledges poured in from around the world. The Red Cross set up The Liberty Fund as a direct response to the attacks and collected more than $564 million. However, by November 2001, CNN and other news agencies reported that only $154 million of that had been distributed. Dr. Bernadine Healy, who was the outgoing Red Cross president at the time, argued in defense of the charitable organization’s decision to set aside more than half of the money raised for future needs, including possible terrorist attacks. This news angered many donors. They felt like their money was not reaching the intended recipients. Bad customer experience.
Tips for positive supporter experiences
Here are a couple of Deming’s most useful suggestions for staying on track to deliver the right kind of experience for your supporters:
Your most powerful differentiator must be the level of service, the unique experience you offer each of your stakeholders at their moment of engagement with your organization. When you work hard to engender their loyalty, honestly, they’ll go out of their way to stay involved with your organization.
Two Don’t-Miss Tools for More Effective Organization Events
/in Nonprofit Tools /by ContributorSince the COVID-19 pandemic, the nonprofit industry has seen a shift to more virtual and hybrid events alongside fully online fundraisers. In a time when we’ve become accustomed to virtual interaction, face-to-face gatherings can be more impactful than ever.
Building relationships and community online is crucial for spreading your organization’s reach and expanding your membership. But the value of face-to-face engagement can’t be replaced. In-person gatherings often bring a movement or a campaign to the next level, further engaging your members.
Here are two tools we’ve discovered that will help you take your organization’s events to the next level.
1. Event Management Software
Event management platforms are one of the more crucial components of planning your event. Whether you’re planning, hosting, or evaluating the success of an event, you’ll need event management software to help you along the way.
Fonteva’s Salesforce event management software guide walks through how to utilize association management software for your next event:
When you choose the right event management solution for your organization, you’ll be able to customize the features to help you plan a range of activities from conferences to networking events to virtual panels to fundraisers.
With event management software you can increase the ROI for your event while creating a memorable experience for your members and attendees. Because event management software also stores member data, you can save attendee contact preferences, financial information, and other important information for later use. This data can be used to plan future events.
2. Graphic Design Services
Graphic design should be a part of all of your marketing materials. Skillful visual aesthetics can enhance your brand identity when standardized logos, graphics, and color schemes are implemented across all your marketing materials.
Graphic design requires experience and time. It can be expensive to troubleshoot if you are unsure of what you’re doing. Seasoned graphic design companies and professionals can work with you to provide assets for your organization to enhance your event space, color promotional materials, and engage more registrants.
According to Nonprofit’s Source guide to nonprofit graphic design, here are five types of design that a graphic designer can help you implement into your event marketing strategy:
Events won‘t be nearly as successful if there is no promotion or thought put into the experience. By utilizing the skill of professional graphic design services, your organization can bolster attendee registration and improve the quality of your event.
And don’t waste your time creating one or two graphics that don’t look exactly right. Find an experienced graphic design provider that can work with you to create a set of marketing materials and event decor that fit your vision and the organization’s brand.
Organizing events is time consuming and can take months of planning. Look for scalable plans when searching for event management software and graphic design providers so they leave room for your organization’s growth. Now that you know how to maximize your potential with event management software and graphic design services, you can start planning your next event.
Why Choose Getting Attention?
/in About Getting Attention /by Jessica King