Summertime, and the Marketing Is Hard.....

Now that it's really summer, the living might be easy but the nonprofit marketing sure is hard.

What with the presidential campaign heating up with the temperatures, and people enjoying summertime distractions, it feels more challenging than ever to  get attention.

Yet I believe that there's a real opportunity for you here to hit hard with focused, immediate-term calls for action. Clear, finite calls to action that can be swiftly accomplished, before attention veers off to the town pool or coming vacation. After all, nonprofits and corporate messages alike are a bit less prevalent during the summer. So there's less attention, but also less clutter.

Focus hard to define what you want your audiences to do, and launch that targeted campaign. Relate to key issues being discussed in the campaign, or other page one stories, and you're more likely to catch  interest.

As for me, I'm following my summertime muse and taking off, in 10 minutes, till next Monday. Just staying around home, spending some time with my family and garden, and listening to a bit of Gershwin, with and without bongos.

Have a great 4th!

Direct Mail Reality Check: Outakes from Fundraising Day in New York

Here are some very interesting tips from folks who do direct mail 24/7 and shared their expertise at a recent session at Fundraising Day in New York (remember, this work is 99% fundraising). But I gotta say, I was shocked by the bubble some of these experts are trapped in; read on for details:

• How much you say depends on who you're reaching
  • Prospects respond better to longer (4pp.) letters
  • While in-house lists (current donors) prefer a shorter letter (2pp.)
• People assume you're customizing the letter to them
  • So it's not always necessary to explicate that
  • Members who received mailings for an annual fund campaign responded at a higher rate to the test that didn't address them as members, or refer to their membership at all.
• Be as tangible as possible for higher impact
  • A fundraising mailing that featured a ribbon drew much better when a real cloth ribbon, rather than a ribbon sticker, was used.
• Too much nitty-gritty can depress response
  • When the Special Olympics(SO) integrated testimonials from the families of its atheletes, response rate fell
  • My guess: Perhaps SO's current direct mail donor base (60+) doesn't want to hear the truth. The rest of us crave it. And so will we when we get older. Look alive, direct mailers.
• Companion emails increase response to direct mail by 12%, especially when the ask in is the first two paragraphs of the email
  
  • This is no surprise to those of us immersed in integrated marketing, but most of the speakers (and listeners) at FRDNY are all mail, all the time.
• Authenticity rules -- handwritten cards (real, not printed handwriting) work

All useful to know. But here's what really startled me. When I asked the panel of three direct mail experts why they're focusing only on folks 60+, they stared at me like I was crazy. The universal response was that the other prospects were handled by other parts of the organization (online only), and that they don't give much. What about shepherding folks teens up into supporting nonprofits in all ways? What about people now 60 who've been using the Web for 15 years? What about all those confused audiences who are getting snail mail and email that are completely uncoordinated?

Wake up, direct mailers, and break out of your bubble.

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I'll Be Speaking at CCSNYS' Money for Mission Tomorrow -- Hope to Meet You

I'm jumping in the car now to drive to upstate NY, where I'll be speaking tomorrow at CCSNYS' (the NY association of nonprofits) Money for Mission conference. I was lucky enough to meet the ebullient Valerie Venezia at the NTC conference, where she proffered this lovely invite.

Are you going to be there? If so, please say hello. You know what I look like (just look at the top of this page) and I'll be wearing a Getting Attention t-shirt. I'd love to meet you.

I'm eager to dive into this conference, especially hearing the two bound-to-be inspiring keynote speakers; Greg McHale of Good2Gether and Charlie Crystle of Giftwork's creator Mission Research.

But what I'm most excited about is meeting you guys in person(I don't get enough of that) and, as the featured workshop speaker  be premiering my nonprofit tagline workshop! Can't wait.

Strengthen your tagline with the Getting Attention Nonprofit Tagline Report. You'll get a free copy  when you subscribe to the Getting Attention e-newsletter (featuring in-depth articles and case studies on nonprofit marketing).

Thanks to You 3,062 Voters for the First Getting Attention Nonprofit Tagline Awards

A big thanks to all of you who showed your interest and support by voting for the tagline award winners.

I was amazed that more than 3,000 nonprofit professionals voted; more than I ever expected.

Stay tuned for mid-July publication of The Nonprofit Tagline Report, with dos, don'ts, trends and award winners. And that's not all...

Report readers also get The 2008 Nonprofit Tagline List with 1,000+ nonprofit taglines. These taglines are a great inspiration and brainstorming tool for your organization's branding process.

Strengthen your tagline with the Getting Attention Nonprofit Tagline Report. You'll get a free copy when you subscribe to the Getting Attention e-newsletter (featuring in-depth articles and case studies on nonprofit marketing).

Last Chance to Vote and Learn -- First-Ever Nonprofit Tagline Awards

Tick tock. Polls close tonight at 8pm. Vote today for the best in nonprofit taglines.

Don't miss this great opportunity to learn while you vote for the first-ever Getting Attention Nonprofit Tagline Awards.

The finalists have been culled from over 1,000 taglines submitted to the recent Getting Attention Tagline Survey.

The organizations behind the taglines did a fantastic job of putting 8 words or less to work building their brands. Now it's *your* turn to select the best.

Most of the over 3,000 voters to date have lauded the learning they get while voting. Don't miss out.

Polls close at 8pm, so...

VOTE now -- it'll take you 7 minutes or less.

Strengthen your tagline with the Getting Attention Nonprofit Tagline Report. You'll get a free copy (due in July), when you subscribe to the Getting Attention e-newsletter (featuring in-depth articles and case studies on nonprofit marketing).

How To Communicate Effectively in the Shadow of Disaster

What's the place of nonprofit communications in the wake of disaster, particularly when even these crises of epic proportions have generated far less giving than Hurricane Katrina or the Indian Ocean tsunami relief efforts? And how about when human life is not at stake, but there's massive economic and environmental devastation at play, as in the current flooding in the Midwest.   

For a nonprofit, the answer lies in the way (if any) the organization is involved in the relief effort, or related issues. Read the full article for comprehensive guidelines for nonprofit marketing in tough times.

These guidelines derive from an analysis of news of, and fundraising campaigns for relief efforts in, regions struck by the recent earthquake in China and cyclone in Myanmar.

P.S. Disaster isn't the only challenge in your communications context. Read these articles on nonprofit marketing strategy for more tips for challenging times.

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Helping the Needy Get Nerdy -- Memorable Tagline from Free Geek

I adore this tagline. It's short, engaging, humorous and captures the spirit of the organization, all in five words.

Portland, OR-based Free Geek recycles used technology to provide computers, education, internet access and job skills training to those in need in exchange for community service. Its tagline is carefully crafted to play on the perception of techies as nerds, repositioning a jokey characterization as a powerful skill and focusing the reader's attention on how these nerds are putting their skills to work in the community.

In the eight years since its formation, Free Geek has recycled over 1,500 tons of electronic scrap and refurbished over 15,000 computer systems that are now in use by individuals and organizations in the community."  Keep on geekin', Free Geek.

BTW, don't forget to VOTE for the BEST NONPROFIT TAGLINES in the first Getting Attention Nonprofit Tagline Award competition.

The finalists have been culled from over 1,000 taglines submitted to the recent Getting Attention Tagline Survey. Now it's *your* turn to select the best.

VOTE today -- it'll take you 7 minutes or less. 
Polls close Friday, June 20.

Strengthen your tagline with the Getting Attention Nonprofit Tagline Report. You'll get a free copy (due in July), when you subscribe to the Getting Attention e-newsletter (featuring in-depth articles and case studies on nonprofit marketing).

Hey, Nonprofit Marketers -- Relevance is EVERYTHING

Obama grabbed all the headlines yesterday, speaking about fathers in church (a new church, since his old one was so controversial, in so many ways).

Relevance, and timeliness is everything. Be on target, each and every time.

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Be the 2,000th Voter for the Nonprofit Tagline Awards...

Place your vote for the Getting Attention Nonprofit Tagline Award winners and you'll ensure me a great weekend.

More seriously, the response to the poll is fantastic with 1,999 votes to date. Polling closes in just a week so c'mon, VOTE RIGHT NOW.

Make my weekend, please. You have a great one too.

Strengthen your tagline with the Getting Attention Nonprofit Tagline Report. You'll get a free copy (due in July), when you subscribe to the Getting Attention e-newsletter (featuring in-depth articles and case studies on nonprofit marketing).

VolunteerMatch(ing) Easier Than Ever with Redesign -- Showing True Respect for Time and Effort of its Base

The leading online volunteer matching service, VolunteerMatch (VM, can't get a name better than that), has just launched a redesigned matching site making finding the right volunteer opportunity easier than ever for its users.

Nothing speaks more strongly to your site users (or your program registrants or online donors), than making it easier for them to act. Such changes are the ultimate in respecting your base and so a powerful nonprofit marketing tool, bound to increase activity.

At the center of the launch are improvements to VM's pioneering Search & Match engine used by prospective volunteers to find active opportunities. With the changes, users can now just enter their location and a few words describing what they want to do to initiate a search. It's seriously really, really easy. As easy as using Google. And on the results side, the new system reveals better information that users can filter by location, description, organization and date. Brilliant!

Robert Rosenthal, VolunteerMatch's director of communications, is confident that "the new approach will lead to higher referral rates from volunteers, especially in areas of skilled volunteering  -- and 5 days worth of data seems to suggest this is the case."

There are two other interesting features to note:

• Ratings & Reviews – A nationwide platform for user-generated recommendations about specific volunteer programs. It's likely to lead to better volunteer-nonprofit matches and stronger, more effective, volunteer programs. Nothing means more to a user than a peer recommendation
  • But are nonprofits ready for this level of transparency??? Volunteer managers get to work.

• RSS Subscriptions – Users can subscribe to RSS feeds to track volunteer opportunities by “cause” or by organization as new listings enter the VolunteerMatch system. Again, making it so easy for prospective, and current volunteers.

Kudos to Volunteer Match for respecting its users, and for walking that talk.

What can you do to make it easier for your base to interface with your organization?

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Vote and Learn in the First-Ever Nonprofit Tagline Award Competition

Want to learn how to strengthen your nonprofit's tagline, or craft a powerful one if there's none in use?

Then place your vote now for the 2008 Getting Attention Nonprofit Tagline Awards.

The 56 tagline finalists have been carefully culled from more than 1,000 taglines submitted to the Getting Attention Tagline Survey. The organizations behind the taglines have done a fantastic job in putting eight words or less to work to build their brands.

Now it's your turn to select the best.

More than 1,500 of your peers have voted already. Here's what a few of them have to say:

• “I loved being able to see all these approaches, the contrast is stark between what works (communicates, evokes my interest) for me, and what doesn't.”
• “Great examples of the struggle to create taglines with meaning.”
• “By voting, I learned how to make our tagline better.”
• “Fascinating survey... while completing it there were so many factors that were influencing my choices. Upbeat? Positive? Short & pithy? Too many words? Starting with a negative?"
• "Mostly I reacted with my gut. Did it clearly tell me the story? Did it make me want to know more? Did it move me to action?”

VOTE TODAY; it'll take you 7 minutes or less. Polls close Friday, June 20th.

Strengthen your tagline with the Getting Attention Nonprofit Tagline Report. You'll get a free copy (due in July), when you subscribe to the Getting Attention e-newsletter (featuring in-depth articles and case studies on nonprofit marketing).

4 Ways to Get Attention During the Presidential Race

Now that we finally have our candidates for president, the grandstanding is going to build big time.

By September of most presidential election years, most eyes and ears are glued to the campaigns. This year, with so many immediate problems effecting individual lives (unemployment, gas prices, foreclosure), it's likely to be a bit different. Unfortunately, nothing drives civic interest like times of trouble.

Nonetheless, the candidates are media hogs (by nature and intent) meaning it'll be harder than ever for your nonprofit's conversation to flourish. The core pushback strategy I recommend is connecting with your base and other stakeholders where they are. Here are some practical ways to do so:

1. Tie your communications campaigns to current issues and news whenever possible. That's always a strong approach but it's an imperative during this period when so much attention is elsewhere. Citizens are thinking about these issues more than ever during a presidential campaign -- since in many cases that direct their votes -- so connect there.  
2. Stayed glued to campaign coverage and connect the dots between your organization's focus and impact with what the candidates' have to say. Your base will appreciate your highlighting this connection; most individuals just don't have the time to be as on it as your organization has to be right now. When you do, you'll make it easy for your base to understand your nonprofit's role in that issue arena, and the breadth and depth of your ability to make an impact there.
3. Be more selective than ever in when you do communicate, since all of us will be bombarded with messages even more than ever during presidential open season. Make sure every communication, be it a blog post or a direct mailing, is a must.
4. When do you implement a strategic outreach campaign, make it short and sweet. Again, that style shows your respect for your community, and for their time and attention. I'm a less is more person in general, but it's a must this season. If you're no good at editing, have a colleague or family member ID what can be cut from your content.

Any ideas to add? Please do so in Comments below.

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Don't Miss this Chance to Boost Your Fundraising Expertise

We're just one week out from Fundraising Day in New York(FRDNY), which is always one of the most valuable professional development immersions for me. I'll be there blogging next Friday, June 13th. Hope to see you.

There's no doubt that nonprofit marketing is twinned with fundraising. So it's critical that we marketers understand trends, successes, concerns and vision in fundraising. Without that understanding, we're driving blind.

Here are a couple of the sessions I'm really looking forward to:

• Losing a major donor: How to recover when they say goodbye
  • We all lose donors, email subscribers, volunteers. What's next?
• Access the new source of funding: Hedge funds and family foundations
  • Are there new audiences out there you should be reaching?
• The power of saying thank you
  • We don't say it enough; what else are we forgetting to say?

The exhibits are great too -- a useful way to stay up to date on new tools; and to see old friends and colleagues. Register now.

BTW, you'll find lots of useful guidance, tools and case studies in these free downloads of presentations from past FRDNYs.

P.S. If you want to chat at FRDNY (I'd love it), look for me. I'll be the one in the Getting Attention t-shirt.

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Some people see things as they are and say why...

...I dream things that never were and say why not?

Forty years later, these inspiring words spoken by Bobby Kennedy (Nov 20, 1925-June 6, 1968), are more relevant than ever. Talk about a powerful message!

Share them (and Ted Kennedy's eulogy of this great man) with your colleagues, friends and family.

Thanks to Mitch Nauffts over at PhilanTopic for raising the flag.

Photo Credit: Leffler/Library of Congress via pingnews

Vote for the Best Nonprofit Taglines -- 2008 Getting Attention Nonprofit Tagline Awards

Place your vote today for the first Getting Attention Nonprofit Tagline Awards. These tagline finalists have been carefully culled from the more than 1,050 taglines submitted to our recent Tagline Survey. They're all fantastic, but they all can't be the best.

The organizations behind these taglines have done a fantastic job in putting eight words or less to work to build their brands. Now it's your turn to select which are the best in class.

Vote today -- I want to know what you think. It'll take you 7minutes or less; polls close Friday, June 20th.

Strengthen your tagline with the Getting Attention Nonprofit Tagline Report. You'll get a free copy (due in July), when you subscribe to the Getting Attention e-newsletter (featuring in-depth articles and case studies on nonprofit marketing).

Hard Numbers for Tough Times -- Nonprofit Marketing Calculators from Care2

The trickiest nonprofit marketing questions are always about ROI(return on investment). How do you measure shifts in awareness or changes in behavior? It's so much more challenging than gauging the ROI of consumer direct marketing (how many email offer Gs for Pampers are redeemed). Too often I see nonprofit marketers just give up, claiming to leadership and peers that what they do just can't be measured. Baloney!

Of course, more immediate actions are more measurable (the number of signatures generated for an online petition, the number and total of donations for a special fundraising campaign marketed only through greenhouses and nurseries), but sometimes these measurements are more indicative of progress (interested, not necessarily committed individuals), than results.

The folks at Care2 have thought long and hard in developing these marketing calculators to help nonprofits size the value of their marketing efforts. They don't provide the whole answer, but they are a huge help. Dive in today to measure:

• Measure the Value of an Online Supporter Here you can gauge the value of running a campaign to build your email list. Read the accompanying article for a useful discussion of valuing a donor's email vs. an advocate's email.
• Is It Worth It? An ROI Calculator for Social Network Campaigns. Finally, what you've been waiting for. With all the hype/discussion on social networks for nonprofits, and the wide range of opinions on its value, and how to measure that, this tool enables you to estimate cost and ROI "for the recruitment and fundraising efforts of your staff in social networking sites like Facebook or MySpace." Let me know what the calculator tells you.

Keep in mind that, particularly with new channels like social marketing, numbers don't tell the whole tale. Experimentation, to some degree, is vital for organizational learning, finding what does make sense and keeping staff members abreast of the ever-broadening marketing toolkit.

Learn more about defining and measuring your nonprofit marketing impact here:

• How to Defend Your Marketing Budget
• How to Design an Effective Marketing and Communications Budget
• Balancing Quality and Cost-Efficiency in Your Nonprofit Marketing Materials (Case Study)

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3 Ways a Powerful Tagline Benefits Your Nonprofit

As I'm writing the Getting Attention Nonprofit Tagline Report, based on our recent survey, I've been thinking hard about what a strong tagline does for your nonprofit.

After obsessively reviewing the 1,100 taglines submitted, I've pinpointed three key benefits you'll get from a powerful tagline. It:

1. Unifies your nonprofit's wide array of program, product and service offerings
2. Conveys your org's unique brand promise*
3. Clarifies what drives your nonprofit.

The Foundation Center's tagline -- Knowledge to Build On -- delivers all three. It encompasses the Center's broad range of offerings (from databases, to training to libraries to membership programs), focuses attention on knowledge (the organization's main driver) and conveys the Center's brand promise.

Take a look at your organization's tagline (if you have one, only 72% of nonprofits do). If it's not delivering this benefits, it's problem time to get out the drawing board.

*Definition of brand promise:  Your brand promise -- and your organization really should have one -- ensures your integrity of identity and lasting value to your base and other stakeholders. It's a core element of a strong nonprofit brand, and helps to build and secure long-term relationships with key audiences based on knowledge and trust. 

Strengthen your tagline with the Getting Attention Nonprofit Tagline Report. You'll get a free copy (due in July), when you subscribe to the Getting Attention e-newsletter (featuring in-depth articles and case studies on nonprofit marketing).

ACLU Urges Rebate Recipients to Stimulate Freedom in High-Impact Fundraising Video

I received an email from the ACLU online team last Friday, showcasing this masterful video from  Colorado blogger Kenevan McConnan urging stimulus rebate recipients to pass through their checks to the ACLU. It's simple, a bit surprising and direct. It really works.

Here's how the video triumphs in positioning supporting the ACLU as supporting Constitutional freedoms:

• McConnan is anything but the kneejerk liberal you may expect to be supporting the ACLU. He's a regular guy hunter (aka sportsman), which broadens viewers understanding of whom ACLU protects. He....
• Lists how he considered spending the rebate to stimulate the economy (on hiking boots or binoculars, neither of which were made in the United States)
• Shares his conclusion that shopping isn't the best way to stimulate the economy
• Articulates why he's donating his rebate to the ACLU:
  • Wouldn't have done so before Bush took office
  • But the current administration isn't respecting the Constitution
  • As a result, he's lost his confidence in many civil rights, including the right of an accused to go before a judge, understand what he is accused of and receive a speedy trial.
  • ACLU are the "only guys out there consistently fighting for the rights guaranteed in the constitution."

This pitch, so intimately connected to the source of the rebates, beats those I've seen from other nonprofits hands down. It's a real stimulus. Any out there to match it?

P.S. On the "could have done better" side, the ACLU didn't make it easy for me to forward its email to a friend via a link or button. It's so easy to expand reach that way.

But there's worse: When I called the media contact listed on the ACLU Web site to reach the online team, he told me the team members were busy (all seven of them who signed the email, really?), refused to provide direct phone or email contacts and tried to pacify me by promising to pass on my message.  From an organization that's all about freedom of information, that's bad communication.

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NY Botanical Garden President Greg Long: Inspiring Model for Nonprofit Marketers

A decade ago, when I guided the New York Botanical Garden to develop a more effective 2nd-generation Web site, the institution's (and it was just that) renaissance was just beginning.

After years of being known mostly to socialite supporters and dog walkers, the Garden was beginning to come back to life under the spirited guidance of president and consummate fundraiser Gregory Long. Signs of strength included stronger relationships with new donors beyond the waning society contingent that had supported it for so long and success in putting its unique research agenda front and center, while remaining a treasured destination for nature-starved New Yorkers and others.

Founded in 1891, the Garden is one of the world’s great collections of plants, the New York metro region’s leading educational center for gardening and horticulture, and an international center for plant research. The Garden is alive with opportunities for discovery, from an "ecotour" of the world in the Enid A. Haupt Conservatory to an innovative indoor/outdoor science museum for kids to 50 exquisite gardens and plant collections, all on a 250-acre National Historic Landmark site in New York City’s Bronx borough.

But this multi-faceted identity  -- one of the Garden's greatest strengths -- has also been a significant marketing challenge. At the same that one focus inform another -- e.g., research findings inform exhibit designers -- they can be just plain confusing to external audiences.

Long's marketing and fundraising success, despite this challenge, can be attributed to "the kind of planning process that starts from the bottom and involves staff members at every level. It's clearly worked here, since $600 million has been raised during the past 15 years, including $250 million for such capital improvements" (as cited in a recent article in the Wall Street Journal).

But his real success is showcased base in the brilliance and innovation in the Garden's current exhibition, Darwin's Garden: An Evolutionary Adventure. This story of the advent of evolution is told through horticulture (33 stops through the Garden), and is an ideal metaphor for NYBG's unique combination of research, public gardens and living museum. Its opening is an unqualified triumph; and a great model for nonprofit marketers seeking to rejuvenate or reposition their organizations.

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The University of Dallas' Tagline Really Rocks -- Here's Why

Can't get much better than this -- The Catholic University for Independent Thinkers.

Here's why. The tagline:

1.  Adds critical info missing from the university's name (that it's Catholic). Many Catholic colleges/universities are clearly Catholic (i.e. St. John's).
2. Builds understanding of its unique value for prospective students -- the university's open-minded and intellectually curious community, which may not be assumed of an ecclesiastical institution. It provides some surprise value.

Remember, your organization's tagline has to complement its name and should enrich your base's understanding or engagement in what its doing. Does yours?   

Your name, and the few words that comprise your tagline, are more important to your nonprofit marketing impact than any other. Unfortunately, 72% of nonprofits rate their taglines as ineffective, or don't have one at all.

PS Learn how to make the most of your tagline  with the free Getting Attention Nonprofit Tagline Report -- due out in July.

Sign up today for the Getting Attention e-news to ensure you get a copy. 

Two of My Fav Original Thinkers Share Nonprofit Marketing Gems

So much great content comes my way, I just had to share a few sparklers from two folks I am continually inspired by:

1) Seth Godin urges nonprofit marketers to focus on whom you're talking with (not your org) and the  relationships rather than the tools. He also advises that we test, test, test to find the best strategies for our organizations.

• Get more tips and insights via the full transcript of Seth's online discussion with Chronicle of Philanthropy readers and staff. He knows what he's talking about. Really.

2) Allison Fine shares her research on what it means to Millennials (15-29 year olds), to have the ability to become an advocate for their cause instantly, broadly, inexpensively, and what that ability means for nonprofit communications. She found young people to be very idealistic, marinating in causes, alienated from government and public policy -- in short, Social Citizens.

• Your org has to learn how to work with Millennials most effectively if you want to move forward, and they're incredibly savvy marketing wise. As Allison said at the close of a recent speech on her research, "If we don’t figure out how to incorporate Millennials into our nonprofit organizations, they’re just going to start their own causes, overnight, using free tools.”
• Dig into Allison's paper to learn more about her methodology and guidance on talking and working with Millennials, then keep up with the conversation in her Social Citizens blog.

Photo credit: abielskas

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How a Museum Re-Branded Itself to Boost Visitors by 600%

As an art-loving New Yorker, I've visited the New Museum of Contemporary Art many times over the years to see its provocative shows, but hadn't visited in several years. After all, there are so many New York City museums competing for visitors and supporters.

Frankly, my attention and support, and that of most New Yorkers, was pulled elsewhere by museums that more effectively raised their voice over the NYC cultural scene.

So I was struck, hard, by the creative marketing and extensive media coverage around the re-branding and concurrent re-opening of the Museum in a striking new building. It was the startlingly succinct mission statement that first caught my eye.

Read this comprehensive case study to learn how the New Museum leveraged the attention and excitement around its new building to launch a definitive new brand.

New Museum. New building. New brand. New level of attention, awareness and support.

P.S. Take a look at this re-branding case study of the Art Gallery of Ontario.

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Web 2.0 is Hot, but Email is Where It's At, Finds 2008 eNonprofit Benchmarks Study

A new study released recently measured 2007 internet fundraising and activism of nonprofits and highlights the continued importance of the Internet to the sector. The 2008 eNonprofit Benchmarks Study, co-authored by M+R Strategic Services and Nonprofit Technology Network (NTEN) adds new depth to 2006 benchmarks findings with additional data on the importance of major donors and 'super activists.'

Here's the essence: Email fatigue is here -- open and click-through rates are down -- but it remains far more effective than Web 2.0 strategies and annual gift size is increasing.
The report includes many benchmarks you can use to gauge the success of your nonprofit's e-marketing and e-fundraising. Other key findings (and related tips) include:

• Finding: The total amount raised online increased by 19 percent from 2006 to 2007
  • Tip: Keep focusing on your online presence and fundraising.
• Finding: The average nonprofit sent over 4 emails per subscriber per month in both 2006 and 2007.
  • Tip: Don't take a break from your email schedule. Keep the schedule you've promised to your readers. Weekly is great; more often if warranted; monthly ok; less than that not advised.
• Finding: Email open rates, click-through rates and response rates have fallen from 21.3 percent to 17.6 percent, and click-through rates have dropped from 4.9 percent to 3.8 percent.
  • Finding: The average advocacy email response rate in 2007 was 7.5%. The average fundraising email response rate was 0.13%.
  • Tip: But more emails are being sent out, for a net:net that's not bad.
• Finding: 'Super activists,' taking six or more online actions in a year, made up just 5 percent of the total email list size but accounted for 42 percent of the organizations' total actions.
  • Tip: Find these folks and make it easy for them to take frequent action. It's likely their great donors, or giving prospects, too.

Put these findings to work in crafting your marketing and fundraising plans.

P.S. The NTEN/M+R team has done a stellar job of marketing the report with its report-focused mini-site, webinar and coverage on both of the org's Web sites. True multi-channel marketing!

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Mercy Corps Gets My $ for Chinese Earthquake Relief Effort -- Here's Why

Once again, like in last week's lightning response to Myanmar's cyclone Nagris, Mercy Corps was out there first with a program in place to provide relief to survivors of the earthquake in China.

With more than 12,000 already reported dead, and the count climbing by the minute, it's clear that the scale of devastation is huge. Immeasurable relief aid needed for their survivors -- most without shelter, clothing, food and livelihood. Unfortunately, the challenge of raising relief dollars is going to be harder than ever, with last week's disaster in Myanmar leaving many prospective donors feeling tapped out.

Here's how Mercy Corps communicates its ability to help, and quickly convinced me that I should direct my donation to them and ask friends and family to do the same:

• Highlights the earthquake relief effort on its home page, with text and a photo, and a link to...
• Provides a full-page description of how Mercy Corps is already working with its longterm partner org in the region (China Foundation for Poverty Alleviation (CFPA))
  
  • These partnerships, with orgs with established relationships in and understanding of regions, are a hallmark of how Mercy Corps does it work, and a real differentiator.
  • Even in the context of a crisis like this, Mercy Corps brand shines through.
• Offers a donate form that let me direct my gift to the China earthquake relief effort.
  • I couldn't find another org that gave me this option when I donated this morning at 10am est.

With this impressive, on-target communications approach, I wasn't surprised to receive a prompt thank you email "from" founder Dan O'Neill. Dan thanked me for my gift, and reiterated the way Mercy Corps works and how my donation will help (generally). Also, he tells me that via donating I've subscribed to their e-newsletter (good approach) and directs me how to unsubscribe should I so desire. Only addition I'd like to see is a relief-effort-specific paragraph, and a promise to keep me informed on Mercy Corps work in the China earthquake relief effort.

But most importantly, I urge you to give now to aid the hundreds of thousands of survivors, left without family, shelter, clothing, food and livelihood.

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Some Moms Hunger for More than Attention -- Another High-Impact Mother's Day Fundraising Campaign

I was struck by this high-impact Mother's day fundraising campaign from City Meals featured in a full-page ad in Sunday's New York Times. The woman at left could have been my grandmother.

City Meals educates readers that "70% of our meal recipients are women. Many no longer have spouses, siblings, friends or children in their lives. That can make for a lonely Mother's Day. Send meals in your mother's honor or memory to elderly New Yorkers who would otherwise be hungry and alone.

Mom taught you to care for others. Show her how much you learned."

Beautifully done, Citymeals-on-wheels. They get the empathy and the guilt pumped, and they motivate the desire to please with the encouragement to be your best, as mom taught you. Hokey but it works.

What makes this campaign truly effective are the supplementary components that make giving a real participatory experience including these e-cards for your mom (you "purchase" the card, that's your donation) and the campaign mini site.

C'mon and give. Show mom your true colors.

PS I love that Mother's Day has become a focal point for campaigns to help others, which is exactly what mothers do 24/7. Seems much more authentic than the Hallmark version of the day.

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Honor your mother. Send a net. Save a life. -- Mother's Day Campaigns Better than Ever

My husband received this highly-effective email from Nothing but Nets this week, just in time for Mother's Day.

There's probably no better holiday to leverage folks' humanity, love and guilt (yes, mothers are known for that, whether its articulated or not) than Mother's Day. And nonprofits are doing a great job of it this year, especially those who can capitalize on a natural link to motherhood (focused on children, seniors, etc.).

Here are just a couple of the powerful campaigns I've seen:

1) The Nothing but Nets email campaign, which opens with this hard-to-resist pitch:

In the first few years of our lives, our mothers held our hand, picked us up when we fell, and rocked us to sleep. They provided a healthy, happy environment and kept us safe from harm.

Nothing But Nets works to give mothers in Africa the chance to do those same things, by providing them with insecticide-treated bed nets so that they and their children have the opportunity to realize their full potential too. Pregnant mothers and children under five are the most susceptible to contracting malaria. Protective bed nets allow mothers to enjoy the simple pleasure of caring for their children, as our mothers cared for us

2) The Families of Children from China(FCC) Mother's Day appeal for assistance to Chinese orphanages is another winner. Most members are, like us, families who have adopted children from China, so the interest in the welfare of the orphans still in China is already very strong.

It's hard to resist when asked to "keep our promise to the children who call the orphanage home."  Tie that to a focused email campaign on how donations can help provide "grandmas" in the orphanages, or more foster care, and bingo. I forwarded this email twice to my husband, with a strong request that this be my Mother's Day gift.

Any other great Mother's Day campaigns out there? Let me know by clicking the Comments link below.

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Help Cyclone Survivors in Myanmar -- Donate Right Now

It's shocking to hear the current count (estimated at 50,000100,000) of those dead from last weekend's fierce cyclone (most from the low-lying delta region), and dismaying to learn that over 40,000 are still missing and almost 2-3 million more (that's the population of the region hardest hit) wounded and/or without food, water, shelter or fuel. Here's the latest from The Times (UK).

Worse yet, as you've heard, the military junta has been slow to allow aid agencies in to help, only yesterday giving the heads up to these agencies whose staff are still waiting for visas. This delay will only increase the severity of injuries, dehydration and starvation, and the need for help. Even when aid arrives in Myanmar, it will take time to get it distributed in this destroyed rural area.

The Federation of International Red Cross and Red Crescent Societies is already on the ground in Myanmar, and UNICEF and World Vision are en route to provide emergency relief. Help them do as much as possible as quickly as possible to help cyclone survivors in this devastated country.

Donate today to:
UNICEF
World Vision 

Photo credit: Luisrene

Who ARE You Trying to Reach? -- Create Personas to Bridge the Gap with Target Audiences

I'm a big fan of developing fully-fleshed-out fictitious characters (aka personas) to understand your base and other groups your org wants to engage. As Wikipedia so aptly puts it, "a user persona is a representation of the goals and behavior of your [target audiences]. Each persona is captured in one to two page descriptions featuring behavior patterns, goals, skills, attitudes, and environment, with a few fictional personal details to bring the persona to life."

Shaping personas is a practice that enables you to "know" your target audiences far better than simple audience segmentation, which is limited to demographic definition in most cases. Most importantly, personas are a great lead-in to audience research, and a useful ingredient in product/program/service development and testing. Use them to hone your approach as precisely as possible before you dive in with pricey and hard-to-find focus group participants or testers.

Learn how in my just-updated guide to developing personas that will increase the impact of your nonprofit marketing.

PS While you're strategizing how to get to know your constituencies better, read Getting Great Audience and Stakeholder Feedback, at Little Cost (Case Study)

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Make it Easy for Bloggers to Cover Your Org -- Update

Update: May 2, 2008

I registered at the WE site and received an email confirmation, but not untill the next day. I would have loved to hear from them within an hour (easy to do with an auto-responder) while they were still on my mind. Lost opportunity for WE.

One more suggestion for WE -- the email I received was 100% generic, not reflecting any of the infromation (beat, interests, other sources) I submitted to them. I wish the org had taken the same kind of time I did to customize its response.

______________________________________________________________________________________

Just do what the WE Campaign does in its online press room, a model for nonprofit press outreach and one you can follow for your nonprofit, even if you didn't just launch.

1) Reach out to bloggers along with the traditional press. I'd include social media folks (who talk about you on Facebook, YouTube, etc.) as well but this is a good place to start.

2) Make it easy. Get a sense of press/bloggers interests plus contact info. Then let them know when there's relevant news.  The WE Campaign asks bloggers for basic contact info (email, name, blog name and URL), frequency of posts, topics covered, news sources, political orientation, take on the Campaign's mission and an open-ended response on how WE can help. This a great way to build relationships with the folks that matter most, but WE should do the same for other press as well.

3) Offer other means of staying in touch. WE invites press to subscribe to email distribution of its press releases and to a "releases plus" feed via their blog readers.

4) Follow up. Nothing's more annoying than a great system never implemented. The jury is still out on the WE Campaign. I submitted my info last week and am waiting to hear. I'll let you know when I do.

Any other ideas for nurturing relationships with the right bloggers? Please share your strategies in Comments below.

Learn more about crafting a satisfying online press room here.

Photo by Steve Rhodes.

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New NetSquared.org Home Page Strong Model of Easy to Use Design for Diverse Audiences

Take a look at the new NetSquared home page for a useful model of user-friendly site design.

As I stress repeatedly in my writing and training about writing for the Web, effective communications is all about making it easy for the user. This holds for offline communications too, but most important online with trillions of choices available to online readers at the click of a button.

One vital way to make it easy for your users is ensuring they quickly find what they need online. For  organizations reaching multiple audiences on multiple programs and goals, this is a real challenge. One approach I've seen is providing pathways for various user groups by job title/position. That might seem like a natural but research has found that people don't self-identify primarily as a "fundraiser" or "policymaker."

Instead, online readers come to a site to focus on what they want to do there -- register for a conference, absorb some information, or share a comment. NetSquared does a beautiful job of inviting site visitors to step into clear action paths (join, build, share) that make sense for one-time visitors and return audiences who want to pursue various modes of involvement over the course of multiple visits.

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Surprise Them -- It Works Every Time, When Not Overused

Our daughter Charlotte had her fifth birthday last weekend, and instead of our usual huge friends and family bash, she asked five friends to help her celebrate.

After carefully thinking through a few "theme" options, she pounced on the hiking expedition to take place in South Mountain reservation just two blocks away. We mailed invites and asked kids to wear their oldest clothes.

I was the one to be surprised to to get RSVPs accompanied by parental wonder that we were hosting this "out of the norm" (e.g. Chuck E. Cheese, a gymnastics party, etc.) party. Post-party, we got five calls telling us how much the kids loved the hike and commending us for making this adventure happen. To us, not a big deal. But to the other parents, who may not hike often or have a nature preserve two blocks away, a pleasing surprise that got their attention.

Your org should be putting surprise to work -- periodically, not steadily, since all the time is no surprise -- to get your audiences attention. Surpassing their expectations works every time, as long as you do so periodically, not daily (which means no surprise).

I was absolutely surprised, and 100% engaged, by Al Gore's Coalition for Climate Protection's (aka WE Campaign) $300 million campaign bringing the