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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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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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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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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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 surprise duo of Al Sharpton and Pat Robertson together to discuss the importance of caring for the environment, and the need for everyone to work together for the cause. Now meet the latest couple in the "strange bedfellows" or "unlikely alliances" series: Democratic House Speaker Nancy Pelosi and Republican former House Speaker Newt Gingrich.

Here's how the WE Campaign explained the series in their email to me and other bloggers: "Our hope is that showing this kind of Unlikely Alliance will demonstrate the unity of purpose needed and will serve as an invitation to people from all walks of life to join WE."

That's $300 million all about surprise and it's working big time. Not only is the ad campaign getting huge consumer attention, it's getting the Coalition major media coverage.

Think about surprising your audiences with a format, look and feel or message significantly different than your norm. If Al Sharpton and Pat Robertson can do it, your nonprofit can too.

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Timing is Everything -- Reach Your Audiences When They're Likely to Read and Act on It

Mea culpa! I made one of the most common (and most avoidable) nonprofit marketing mistakes yesterday -- sending out my bi-monthly e-news during vacation week for at least 50% of school districts nationwide.

It wasn't a crisis. After all, people are always out of the office, and I get about auto-responders to that effect every time I publish the e-news. Usually those represent about 1/2% of my mailing list. But yesterday, I got auto-responders (which I have my assistant read to ensure we capture key info from the recipient, such as a new email address, she's moved on, she's out that day or two) in the 1% range, most telling me that the recipient is out of the office this week.

1/2% is no crisis. I'm not gnashing my teeth. But if you can reach that extra 1/2%, why not?

Obviously, you can't avoid vacation weeks like that if you have a daily or weekly e-news, advocacy alert or other very frequent campaign. But whenever possible, make sure you reach your audiences when they are working and ready to read or act.

Here are some basic guidelines on what to avoid when scheduling an e-mail or mail alert:

• School breaks of a week or more; check your district's calendar and those of a few other districts
• Federal holidays
• Extended holiday periods (Xmas week, 4th of July week, etc.)
• Core conferences in the fields your audiences represent (for professional audiences, and only if you segment out audiences by trade); for example, don't try to reach foundation CEOs or program officers during the annual Council on Foundation conferences, or fundraisers during the AFP annual meeting.

Anything else to avoid? Please add in the Comments link below.

Timing is everything. Here's how to do it better time-of-day wise: Best Time to Send Out Your E-News--An Aha Moment.

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Macy's Celebrates Earth Day: How to Get Heard When Your Org's Issue is Mainstreamed

I was amazed to open the first section of the New York Times this morning and see Macy's full-page, full-color ode to Earth Day heralding green living on page 3. Who would have thunk it back in 1970 when Senator Gaylord Nelson of Washington state introduced the Day as a protest effort to push the environment onto the national agenda? I guess it worked, in a way.

What could be better than having your issue heralded by mainstream institutions (and Macy's tops that list) in the mainstream media? It's great that Macy's is broadcasting the word, urging us to "let it grow," and is reinforcing that by giving away thousands of saplings for customers to plant. They've even developed their own tagline -- Turn Over a New Leaf -- which is pretty good.

So that's the upside. Here's the downside -- Nonprofit marketers, Macy's is trodding on your space! Macy's and their ilk are getting your prospects' and base's attention on Earth Day/environmental issues. Even while I was drafting this post, I received an email from lifestyle Vendor Garnet Hill inviting me to purchase their reusable totes.

When everyone is jumping in on what's become a popularized message and cause, your nonprofit has to be more pointed and consistent than ever in conveying how it impacts environmental issues (or whatever your issues are). That's the way to differentiate your organization not only from the retailers trying to capture green attention and assure individuals that they're doing they're part just through buying, but from the plethora of other nonprofits doing good work to save our planet. Here's how:

• Articulate your organization's distinct focus, and the impact it makes on the specific areas in which it works
• Use stats and stories to make this impact more tangible
• Reinforce that impact with a compelling brand; graphic identity is particularly important here
• Feature clear, succinct 'call-to-action' messages to engage your base, and show them the pathway to getting involved.
  

And don't forget to mobilize your base to build supporters, advocates and members. They're the best marketing channel you have.

P.S. Just got an email from Crate & Barrel, subject line "A Beautiful Place to Spend Earth Day." Think I'll go to the park instead.

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Pull Your Base into Your Org for Powerful Marketing (and More) -- Carnival of Nonprofit Consultants

This is it. The boiled-down, essential, greatest potential takeaway I have from the Nonprofit Technology Conference is the value of imperative for nonprofit marketers to fully involve our bases in our organizations.

It's not just about Web 2.0, social marketing gewgaws, getting attention, or capitalizing on our constituencies' (external audiences, partners, boards, colleagues or...) creativity or intellects to create high-impact content. The whole dynamic has shifted, and you have to embrace it.

Here's confirmation and some exciting models:

• ServingYouth's Amy Jussel is passionate about engaging communities in program design and content creation. She points to HopeLab's global idea competition to get kids exercising as a great example. Contests are definitely a great way to crowdsource (get ideas from the field) and get your audiences involved and excited.

• Paul Jones at Cause-Related Marketing highlights how effective an old idea in a new wrapper shoes can be -- profiling the Muscular Dystrophy Association's e-Shamrock campaign. Jones does a great job of explaining why this approach works, and how to make it even stronger.

• I just love this one! Joanne Fritz recommends Peter Shankman's matchmaking service to connect journalists expert sources like you. Jump onto Shankman's Help a Reporter today to register for this no-charge, grassroots version of ProfNet.

• Ashoka intern David Stoker points to the power of an engaged citizen base, as outlined in this great overview from Ahshoka's Citizen Base Initiative.
  
  • "...That a nonprofit can engage a community like a church or sports team does is very interesting. Team fans do all sorts of crazy things: sacrifice large amounts of their time and money, and more.  And what they get in return is much more complex than ‘entertainment’.  The idea that a nonprofit can engage its community in a way that satisfies similar needs is exciting, and seeing so many examples [in this paper] of creative ways orgs are already doing so intrigues me," says Stoker.
    

I couldn't have said it better myself, David. Don't wait till your base goes elsewhere; remember, loyalty is to issues, not to organizations. Open up your arms today.

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Leverage Prez Hopefuls' Understanding Of Women To Increase Your Nonprofit Marketing Impact

The current presidential campaign madness is serving up lots of insights into effective communications.

I found Linda Hirshman's article in Sunday's New York Times Magazine on how gender influences political choices intriguing, both as a citizen and as a nonprofit marketer. Hirshman's frame, based on lots of poll data, is: Women, who vote in greater numbers than men do, are either voting for or against Hillary Clinton because she is a woman, and being able to appeal to female voters could be the key to her victory or loss.

Here are some outtakes on why that's so, and how those insights can strengthen your nonprofit marketing to women:

• Premise: Women vote to protect their interests (men vote because they enjoy politics)
  • How to work it: Noted psychologist Carol Gilligan says that women are powerfully motivated by their interests ("family, education, household, health care, war and peace, economic  opportunity") and if you can engage them, you're gold. Relate your issue to women's interests, but make sure you know what you're talking about. Test, test, test.
• Premise: When a women holds office or runs for office, other women are more likely to be engaged in politics. Also, fewer women turn to media outlets with mainly male sources.
  
  • How to work it: Focus campaigns to women on women -- org leaders, program participants, etc. You'll be more likely to engage women audiences.
• Premise: Women are more likely to have an open mind.
  • How to work it: Considering breaking multi-part marketing campaigns into more drops (via mail or email) to women. Keep trying to approach the same offering, issue or ask from different points of view.
• Premise: Women network, organically, so already have a network (or two, or three) in place. That goes for candidates, but also for their constituencies/supporters.
  • How to work it: Pitch your "forward-to-a-friend" and other viral campaigns more specifically. Just saw a new novel marketed to women with a "buy one, get one for your best friend free" offer. These relationships count, so make use of them.

I'll keep you posted on more presidential tips for engaging women, and other groups. Do you have any to share? Please email them to me today.

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8 Trends to Shape Your 2008 Nonprofit Marketing Success

Tracking trends (Yes, I mean consumer trends. Because nonprofit markets ARE individuals ARE consumers.) is a must for nonprofit marketers striving to engage. But trend tracking is hard to do, on top of everything else.

Let me recommend Trend Briefing, Trendwatching's free and useful resource for tracking trends. Subscribe here for monthly email insights on the trends to shape your marketing agenda around.

Here's what Trend Briefing outlines as the key trends for this year:

Status Spheres -- Look at your markets by what drives them. The drivers are mix and match in 2008, which means it's not as easy to pinpoint what motivates your key customers. Consider these possibilities:

• Transient sphere: Focused on the right here, right now. Catch 'em with succinct, focused communications
• Online sphere: Nothing matters more here than relationships. Find ways to integrate your org into those relationships.
• Eco sphere: Most composters couldn't be prouder of themselves. Even if the environment isn't your issue area, find a way to celebrate your supporters and staff who do green.
• Giving sphere: Now that giving gets news (think ProductRed, Hilton Foundation and more), it's gained some long-deserved status. While your org goes after folks getting a toe in the water, don't forget to nurture your long-time supporters.

Premiumization -- Excuse the English (or lack thereof). We're talking best in class, right down to luxury marshmallows. Extend the concept to your nonprofit's value to the community. Best in class community center, after-school programs or healthy lunches?

Snack Culture -- Going beyond between-meal eats to encompass a way of living via transient, short-term experiences. Instant gratification is the name of the game. Marketing-wise that means shooting straight from the hip, in a timely way, and in as few words as possible. Your challenge is keeping your audiences coming back for more.

Online Oxygen -- Continued pumping of online communications. For your organization, that means diving into mobile fundraising and advocacy and maybe an online community (like Facebook) for your supporters, especially if they fall into a niche, ala animal rights advocates.

Eco-Iconic -- Make sure your nonprofit makes operational decisions to support a healthy environment (with choices in paper and printing, cleaning products and more), even if you don't focus on environmental issues.

Brand Butlers -- Rather than push your cause on your markets, provide them with something they need or want. Austrian Airlines includes passes to Vienna attractions in passengers' boarding passes. How can your organization be relevant and useful to your supporters?

Make it Yourself -- Find a way (better yet, wayS) for your supporters to create content for and about your organization (blog comments and posts, videos, music). Trendwatching points to the next step as enabling your supporters to make a product themselves (custom Sierra Club t-shirts, anyone?).

Crowd-Mining -- Crowd-sourcing evolves to having your markets solve your problems for you. Crossroads Community Foundation counts on its corps of 100 teenagers in nine schools to, with guidance, select grantees for $1.5 million/annually. Netflix promises $1 million to the person who can significantly improve its system for predicting what movies its subscribers will like based on their views and preferences. What problem can your supporters solve for your nonprofit?

Sit down with your colleagues today to assess which trends are most relevant to your nonprofit, and how you should respond to them.

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What are the Top 3 "To Dos" on Your 2008 Nonprofit Marketing Agenda?

Like most of you, I'm sure, I'm busy listing my priorities for 2008. And wondering what's at the top of your list. Where should more experimentation into social marketing fall? How about direct mail? Are you cutting back?

The timing is great. I'm hosting the always-provocative Carnival of Nonprofit Consultants here next Monday, and will cast a wide net on this question to the thoughtful and imaginative bloggers who participate.

So bloggers of the nonprofit world, what are the top 3 "to dos" leading your 2008 nonprofit marketing agenda? If you write a blog post this week that fits, please send the permalink to me by Friday COB, November 30th at npc.carnival AT yahoo.com or via the Blog Carnival form.

P.S. If you're daunted by the specter of marketing planning, break it down into more palatable 90-day chunks. Learn how here:
How to Do Grand Plan Marketing 90 Days at a Time (Case Study)

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How to Get Your Nonprofit Team's Bios Right -- Small Changes, Big Impact

When it comes to building trust with prospective donors and volunteers, service users or program participants, board members and other key audiences, the smallest details can make a huge impact.
For instance, pithy, punchy staff bios--with photos--can have prospects intrigued you before they even dig into the details of what your nonprofit has to offer.

Here are some tested tips for crafting bios that will help audiences connect with your organization:
1. Make the bios should be brief (no more than two paragraphs) but punchy

• Skip non-essential details. Avoid listing your hometown and all of your degrees.
• Include items of professional interest. Do make note of any professional designations, associations and awards. These show you have deep connections in the field.
• If you have written any articles or books, make sure you mention them. This becomes a subtle third-party endorsement.
• Add a personal endnote as a finale. This is the kind of info that readers can relate to on an emotional level. 
• Longer versions of senior management and other key player bios should be offered as PDF downloads and as  separate, high-profile pages like this warm intro to NARAL president Nancy Keenan. Amnesty International USA does a great job of providing the long and the short of it here.

2. Don't forget bios of program, communications, fundraising and other directors -- these are the folks audiences will be dealing with every day

• When I'm probing an org I'm thinking of giving to the first time, one where I may volunteer, or a prospective client, I want to know who's on the ground, not just who's running the show.
• These are the folks that the media will want to source as experts in the field.
  
  • Remember to link to bios via your Newsroom and Experts listings, as well as in your r About Us/Leadership content.
• Plus, the perspectives and expertise of your organizations directors and managers add up to a strong take on your focus and values.
  
  • Sometimes showing it is just (or more) important than saying it.
• Remember, different audiences will want to make connections at different levels. A prospective board member may limit his digging into senior management; but a prospective new organizational partner or hire is going to want to learn more about his possible colleagues-to-be.
• Beware though -- this isn't the mainstream approach.
  
  • AmnestyUSA, NARAL. Appalachian Mountain Club and Greenpeace tell me nothing about who's doing the work on the ground. As a matter of fact, each of these stellar orgs provides only one bio if that, of the CEO/president.
  • The ACLU capitalizes 100% of its compelling bios of senior and middle management.
    
• If your organization is huge, and it's not feasible to feature all directors, cycle their bios on your Web site.

3. The photo makes the initial connection -- make sure it's a good one

• Use a pro to shoot your entire management team; group pricing tends to be more reasonable and no bio should run without a photo.
• Use a great headshot that is in color and at least 3x4 inches. Some prospects will just look at your photo and draw a conclusion; the picture needs to be so good it can stand alone.
• Make eye contact, and dress neatly and professionally. As my mom used to say, "appearances matter."

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Nonprofit Success Tied to Looking Out, Not In, including Marketing-Wise

Researchers Leslie R. Crutchfield and Heather McLeod Grant dug into a dozen high-impact charities to learn what makes them so successful, and have just released their surprising findings in Forces for Good:

What we discovered after closely examining these 12 high-impact nonprofits came as a bit of a surprise. We had assumed that there was something inherent in these organizations that helped them have great impact – and that their success was directly tied to their growth or management approach. Instead, we learned that becoming a high-impact nonprofit is not just about building a great organization and then expanding it to reach more people. Rather, high-impact nonprofits work with and through organizations and individuals outside themselves to create more impact than they ever could have achieved alone.

So, going back to one of my perpetual rants, perspective is everything.

Crutchfield and Grant have shaped the book to serve as a practical guide rather than an abstract treatise, identifying the 11 characteristics common to successful nonprofits. And what's particularly interesting to me is that four of the 11 criteria are squarely marketing focused, which suggests that nonprofits that pay lip service to marketing (or execute traditional us-to-them marketing strategies only) lose out big time.

The four marketing musts are:

1. Convert individuals into evangelists for your organization and for the cause
   
   • They're the most powerful marketing strategy you'll ever see, and when the cause advances, your organization does too.
   • But, to make this strategy work, you have to engage your supporters emotionally, not just intellectually or politically. Are you doing so?
2. Nurture networks of nonprofits; see related orgs as allies, not competitors
   • Forgetting to communicate with existing and prospective partners is one of the most common nonprofit marketing mistakes
   • Building relationships with other orgs in your issue arena is key to raising awareness and moving your issue agenda forward --you get the power, knowledge and complementary perspective of like orgs
   • Ongoing communications -- that's the nurturing -- is a must to building a powerful networks. Don't hit and run.
3. Harness market forces and see business as a powerful partner
   • Marketing and capitalism aren't bad words; don't be afraid
   • Building earned income streams and corporate partnerships are the first steps to impact on a greater scale.
4. Focus on impact, and measure progress against results or larger systemic change
   • Too many organizations measure success by their process or outputs, not impact, particularly with marketing activities -- that's all about your org, not about the difference you make in the world.
   • Design a process that makes impact, not just outputs

Read Forces for Good for a clear-eyed look at what will make your organization successful, and detailed case studies on twelve organizations putting these strategies into practice today.

Caveat: The 12 orgs profiled here all have budgets of $13 million or more. Crutchfield and Grant claim that these same principles apply to grassroots organizations, but I'm skeptical. There's just so much less leeway (and fewer resources) for those orgs. What do you think?

Tip of the hat to The Chronicle of Philanthropy.

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Dig into these Five-Star Nonprofit Marketing Ideas

Katya Andresen of the Non-Profit Marketing Blog wins on the midway with this week's "Fabulous Five" Carnival of Nonprofit Consultants.

Always the innovator, Katya asked us fellow bloggers to post our "top five." But there was a twist: Each post had to mention one or more of these summer favs -- bikini, martini (twist, get it?) or Fellini.

Jump on the ferris wheel now to grab nearly 100 five-star ideas for your nonprofit. And thanks to Katya for adding a few laughs to my summer day.

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How to Nurture Strong Relationships with E-news and Blog Readers -- More Depth, Less Often, Advises Jakob Nielsen

More depth, less often (if necessary due to time constrictions), is the way to go with blogging (or your e-newsletter), asserts online communications expert Jakob Nielsen. 

Nielsen, who's been researching and advising on the way we tend to use the Web and other online communications channels since 1995, advises bloggers to "avoid commodity status." Translation -- prove your value to readers with insightful, pithy commentary rather than superficial patter limited to links to others' insights or comments on other posts. In doing so, says Nielsen, your nonprofit will succeed in building strong relationships with loyal readers, rather fleeting flirtations with "blog dilettantes" who skim 200+ blogs daily.

I think he's got something. How can anyone relate to so much information, especially when a lot of it can be found elsewhere online?  And if your nonprofit just reiterates what your readers can get elsewhere, where's the value?

Where I disagree is Nielsen's insistence that blogs don't have value as a channel. He's a contrarian, so I take his claim with many grains of salt. I hold that blogs and e-newsletters have value: What's critical is that each one is used strategically in the way that fits best.

Let me share my experience... You may have noticed that my posts tend to be longer than those of many other bloggers. That's because rather than having something to say about everything that crosses my lens, I find it more useful (as do my readers, they tell me) to dig into what's really significant, frequently relating communications campaigns I come across in my "regular life" to nonprofit communications, analyzing a nonprofit marketing launch, or a news item that suggests some useful approach marketing wise.

On the other hand, I sometimes write two-sentence posts pointing you to a valuable article or some eye-opening stats. That's it, and that's enough, and results in a good mix of blog posts.

Again,I do believe in the value of parallel communications channels. A blog and e-newsletter are  complementary. Nielsen is right, however, in insisting that the only way to differentiate yourself in this world of TMI (too much information) is to craft content that's valued by your target audiences.

Your nonprofit's in-depth content just can't be recreated by 99.5% of the other nonprofits out there. As he puts it, "A thousand monkeys writing for 1,000 hours doesn't add up to Shakespeare. They'll actually create a thousand low-to-medium-quality postings that aren't integrated and that don't give readers a comprehensive understanding of the topic -- even if those readers suffer through all 1,000 blogs."

Or, as my husband says, "blog posts are like popcorn, dissolving the moment they're in your mouth, but in-depth news articles are like an ear of corn...something to really hold on to."

So when time and budget are short, as they always are, I'd go with a modified Nielsen approach. In-depth articles, published less frequently if necessary, conveyed via blog or e-news (why not both, readers have their own preferences in terms of getting info), are more memorable and more engaging. Use your blog as a complementary tool for short updates and calls to action, or to highlight nuances or insights that you get during your workday, and of course a link. That's the best of both worlds.

Most important to remember -- content (perspectives, news, guidance) is the most powerful means you have of showcasing your nonprofit's expertise and value.

P.S. One issue Nielsen fails to address is how to get your longer articles -- delivered most typically via email -- through email spam filters. My recommendation is to publish articles via e-newsletter, add those articles to your Web site (here's the Getting Attention e-news article archive), and post a brief article summary on your blog linking to the full article. It works. Promise.

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Rested and Ready to Go -- Back from Deep Creek Lake

...where we joined my husband's extended family for a 23-people-in-one-house vacation. Not too much quiet, but a lot of fun. Interesting area beyond the over-developed lake front, with lots of large-scale farming, Amish and active small towns. Our adventures included visits to a medicinal herb grower/beekeeper, alpine-climate vineyard and an operating grist mill dating back to 1772.

Most importantly, I got a breather from work, including blogging. I don't know about you, but I need periodic breathers to refresh my perspective and my energy. Now I'm charged up and ready to go.

Take a breather even if you can't go away. Sometimes even a walk around the block can reinvigorate
my thinking, or a dinner out at a new place, or even just working on something else.

The common denominator is taking a break. The time you invest will be well worth it, rewarded with increased productivity and fresh perspectives. Try it, even for an hour.

P.S. The incredible bear chair you see here is this year's winner of the Chainsaw Carving Competition in Addison, Pennsylvania (pop. 214). Who knew?

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More Ideas from Presidential Hopeful Communications

Put techPresident on your regular reading list. Its the group blog from Micah Sifry (co-founder and executive editor of the Personal Democracy Forum, which covers the ways technology is changing politics) and friends, who provide steady coverage of how the candidates are speaking out. Or, as Sifry puts it, "how the candidates are using the Web, and how the Web is using them."

Recent posts relevant to your nonprofit's communications agenda include:

• The Long Tail of Online Political Video as Sifry wonders if it's time to draw a distinction between "stuff that is clearly professionally made efforts by PR firms or comedy improv groups looking to promote their own brands (e.g. Obamagirl), and stuff that is more purely voter-generated."
  • Audience hunger for authenticity is loud and clear. Just cut the b.s.
• Hilary's Campaign Just Launched It's Own News Aggregator Site, Hillary Hub -- ala Huffington Post -- but All News if Favorable
  • Hillary's picking up on models from professional sports and corporate world to transcend the traditional news media. Consider doing the same for your issue area.
• The Ideal Campaign Incorporates On- and Offline Components -- 100% Integrated
  • A strong political campaign should "combine online tools with television, direct mail, personal appearances and conventional fundraising"
  • Just as your nonprofit communications strategy should integrate traditional and more innovative strategies, via multiple channels, but all integrated in terms of focus and message.
• Graphical Analysis of the Candidates MySpace Friends, You Tube Stats,Facebook Supporters, Blog Posts Mentioning the Candidates and more
  
  • MySpace-wise McCain leads the Republican pack; which surprises me. Paul and Romney lead via other channels.
  • Obama's way out front Dem-wise across the board. He's embraced these online, community-based channels, rather than running away from them. Obamagirl's hit tune has pushed him to the top of the social media hit parade, even if it was created by a comedy team looking for work.
• "Don’t take that 'Director of Internet Communications' job. Take the 'Director of Communications' job"
  • Remember, it's about communications -- not the channel, not the technology.

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Lots to Learn from Presidential Hopeful Communications Strategies

I've been following the candidates' communications campaigns, and communications about them, and finding some very interesting strategies applicable to your nonprofit.

One powerful model I've seen is serial communications which enable the focus and message to germinate in your audience's mind and ear.  More is more (usually, if it's not annoying), particularly in this age of content overload.

John Edwards released a series of emails two weeks ago, each building on those previous to get a message across via telling the story of his favorite pie -- his mom's recipe for pecan pie (what else for a good southern boy). Here's how the campaign rolled out --

• Edwards' birthday was Sunday, June 10th
• Beginning a week prior, the campaign generated a series of emails from Elizabeth Edwards, hooking readers in with the pie story
• And asking supporters to step forward to give, urging them to contribute to make John's birthday a very happy birthday (and reach his goal of 10,000 supporters)
• How not to Bake a Pie -- A near-the-end email included a link to a very funny video of two campaign aides trying to make the pie, which segued into Elizabeth's call for giving, and a link to the recipe (for donors only).
• No better way to get to the wallet than through the stomach.

Try a serial campaign for your organization. The ADL (Anti-Defamation League) is running a very powerful series of newspaper print ads condemning British academics for abandoning their Israeli colleagues as a critique of Israeli policy on the Palestinian conflict.

They built their case simply and powerfully via a series of seven or so boldly- yet simply-designed ads in the first section of the New York Times -- on several days last week. Each ad featured the achievement of an Israeli academic (many of them were researchers who have found or refined life-saving medications). I can't forget them.

Try a series for your nonprofit's most urgent communications goal -- email's the easiest and least expensive way to experiment. And report back to me and your fellow Getting Attention readers.

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How to Write a Marketing RFP that Gets the Best Consultant or Firm to Deliver Everything You Need – On Time and on Budget

As the head of a long-time marketing firm serving nonprofits and foundations, I've probably reviewed over 500 RFPs in my time, all from nonprofits and foundations seeking marketing services. And I can tell you, no more than 50 of them are effectively designed to motivate responses that are comprehensive and accurate.

Accuracy of course is key. Because if your RFP doesn't cover everything you're looking for – in the way you want it – delivered, budget and time frame are bound to be off. Trash in, trash out as they say. So put some time and effort into your RFP.

Here are some quick tips for writing a marketing services RFP that'll get high-quality service providers to respond eagerly, thoroughly and accurately.

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Take a Cue from the Boston Museum of Science -- Put a For-Profit Marketing Model to Work to Advance Your Org

Yet again, MarketingProfs produces a winner with its pithy case study (available to paid subscribers only, so I'll summarize for the rest of you) of the Boston Museum of Science's (BOS) highly original marketing strategy.

Like many nonprofits formerly dependent on a mix of government grants and individual gifts, BOS was left with a significant budget gap after the market crash of 2001. Having been lucky enough to generate a strong income through these two streams for many years, BOS had little in place in terms of marketing or branding, and didn't know how to fill the gap.

The Museum's first step (and the best move it could have made) in filling this gap was hiring Doug Burbo, a development/marketing leader with for-profit experience, who  quickly identified corporate donors as primary (and new) fundraising prospects. Burbo's coup was to position prospects as sponsors/marketing partners, rather than donors. His challenge was the radical departure this strategy made from the ultra-conservative BOS tradition.

So Burbo took stock, and began to cultivate buy-in on all fronts. He:

• Positioned sponsorship as a viable marketing vehicle to prospects, and his BOS colleagues
• Motivated corporate participation via offering multiple participation levels, and developing strong relationships with prospective sponsors, so he could address their marketing goals with the right sponsorship package
• Built internal support by emphasizing the neutrality of corporate relationships, and carefully balancing corporate and member benefits
• Capitalized on existing relationships, capturing low-hanging fruit to develop a platform of success to speak from (to gain support in building the agenda).

Call it "make the most of what you have." Results have been spectacular, with Burbo securing internal and external acceptance of his strategy, poured into sponsorship of over 550 exhibits and community programs. Here's are Burbo's tips for a successful corporate sponsor/partner strategy:

• Listen to your sponsors, and address their needs
• Know your limits
• Get independent assessment of the value of your organization's assets, so that you price sponsorship correctly
• Push existing relationships as far as they will go, without stressing them.

Hope this helps you take Burbo's cure to think outside the box, and play with what you have.

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How Big is the Gap between You and Your Audiences?

My husband is in the business of professional development for financial advisors. And every once in a while -- in fact more often than you'd think -- he brings up an issue he's thinking on that's incredibly relevant to nonprofit communicators.

Today's issue is --- the GAP. Knowledg@Wharton, a great, free e-news on knowledge management, last week reported on survey results from financial advisors and their clients. What's relevant to your nonprofit is that advisors and their clients have such different perspectives on what's important, and that gap is preventing satisfaction on both sides.

Advisors pinpointed personal factors like shared schools or church as being of major importance to clients, while clients valued an advisor's knowledge above all else; advisors identified responsiveness as a key factor, while clients expect responsiveness and take it as a given.
As a result, many advisors are trying to find new clients, and retain current ones, using all the wrong reasons.

So nonprofit communicators, what does your gap look like? Without ongoing audience research, your programs and services, and the messages you use to recruit and maintain donors, volunteers, participants and even staff members, are bound to be off base. As an old friend used to say, assumptions make an a__ out of you and me.

Ways to close the gap can be cheap and accessible, although some effort is a must. One of my favorites is the communications advisory board. You'll find several additional ways to close the gap here.

Mind the gap!

Photo Credit: CatchesTheLight

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Here's Your Point of Connection -- Sell the Issue, then Your Organization

At least at the get go. That's the most vital takeaway from my Cause Marketing 101 for Nonprofits workshop last week, and one that's applicable to every communications strategy you use -- at least for early passes, and newish audiences.

As session leaders Jay Aldous and Stevan Miller (both brilliant facilitators and cause marketing geniuses with the US Fund for UNICEF) pointed out, the immediate point of connection has to be on the issues. The issues shared by your organization and your audiences (be it a potential cause marketing partner, a prospective donor or board member, or a possible program participant), or their needs that your  organization/products/services can address, are the first point of connection.

Here's a great UNICEF example, used to develop cause marketing partners for their immunization program. Immunizations don't have emotional weight, but the right to a healthy childhood does, especially with moms. So UNICEF went after partners in the baby and child product arena (among others). Point of connection made.

Once that connection is made, then jump in with your powerfully succinct summary showing (always stronger than telling) that your organization does it better -- is the most effective in addressing those issues, satisfying those needs, with a concrete proof or two.

Jay and Stevan, a million thank yous.  Sometimes the simplest path is so hard to find.

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How Nonprofit Communicators Can Cut Through the Clutter to Engage Overloaded Audiences

Call me Carrie Bradshaw. Ok, I'm musing on nonprofit communications, rather than thirty-somethings and sex. Small difference.

But like Carrie, as the host of this week's Carnival of Nonprofit Consultants, I get to tackle a critical issue, noodle on it myself and ask colleagues for their points of view. Love it. Move over Sara Jessica Parker.

Today we're tackling a biggie -- how do nonprofit communicators engage audiences who are saturated by marketing messages and images? And how do we compete with for-profits who bring more resources to the table?

Got incredibly pointed, useful, inventive posts from Carnival participants this week. Three major strategies emerged:

No More Marketing -- It's a Two-Way Conversation
R. Craig Lefebvre sums it up: "It's no longer about getting attention, it's about earning it. Once they find you, you have three seconds to engage them, or they're lost - maybe forever."

Nonprofits should be communicating with, rather than at, audiences, says Allison Fine. Focus on participation, not dissemination.

Cut the B.S.
Flip the funnel, and let your donors/volunteers/board members/program participants do the talking, suggests Seth Godin.

Mark Rovner couldn't be more on target as he celebrates the death of b.s. and the rise of passion and genuineness. Mark includes some concrete tactics you can put to work today -- nothing like the tangible.

From across the pond, Whitewater's Anna Crofton stresses the importance of integrity and authenticity and messages that are simple and compelling. Fellow UKer Steve Bridger recommends the power of storytelling, especially when it's visual -- nothing more direct and genuine than that -- and has a great example in The Water Buffalo Movie.

Two expert communicators - Michele Martin and  Michael Gibbons emphasize that sticky messages have to be emotional and concrete. They both cite Made to Stick as the guide of choice. Add me to the list.

Find the Tactics that Do Work
Houtlust's Marc van Gurp showcases some powerful, inventive and CHEAP examples of cutting through the noise. You won't believe these incredible models for us. These are great ways to get attention, the first step in true audience engagement.

Stay nimble and creative. Katya Andresen sees success coming from a mix of pithy messages, accessible ideas, celebs showcasing your cause, and intelligent risk-taking.

Denise Graveline sees blogs as a powerful secret weapon for nonprofits.

Engage your audiences where they do pay attention, advises Nedra Weinreich. Don't spend time or money fighting the clutter of traditional marketing venues. Jump into making it easy for loyalists to spread the word and working fan communities. Nedra suggests some great tactics to put into play.

Higher ed marketing expert Bob Johnson recommends, "paying maximum attention to people who are already engaged with your organization. And using their favorable word of mouth to use your stellar service in the nonprofit universe to recommend you to others with similar interests."

Nothing better than "word of mouth on steroids," agrees Michael Hoffman.

The folks at Frogloop have some great tips on cutting through the noise, including honing email subject lines to perfection, personalization to the nth degree and online storytelling.
_________

Thanks much to all contributors. I couldn't have said it better myself.

What do you think we can do to engage our audiences in this world of marketing overload. Please share your ideas in the comments box below.

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How do Nonprofit Communicators Compete for Audiences' Attention?

I’m hosting next week’s Carnival of Nonprofit Consultants, and would love to have you submit a post on nonprofit marketing.

Here’s the focus —
How do we, as nonprofit communicators, engage audiences who are overloaded with marketing messages and images?

Context: Marketing and communications are everywhere. On steps, windows, tray tables on airplanes. You know the deal – and all that’s in addition to everything else that’s online and offline. Ubiquitous is the only word to describe it.

• As a result, our audiences are more saturated than ever with data, images.
• And more skeptical.

How do we:

• Penetrate the glaze of audience overload when eyes, ears and brains are simply overwhelmed
• Communicate not only the basics, but the often complex or new ideas necessary for success in nonprofit advocacy and fundraising campaigns, program delivery, etc.
• Compete with for-profit marketers who have far more resources than we do (how can we be smarter)?

Calling all nonprofit consultants and agencies, as well as marketers working in the for profit world. I'd love you to share any models or case studies, as well as ideas on how we should focus our efforts and dollars. 

I’m looking for your post (either a recent post, or a new one you’ll write for this purpose) on any or all of these topics. And please consider marketing in its broadest sense. as it relates to fundraising, technology, leadership, board development, etc. 

Here's what to do:            
1. Some time between now and Monday noon, January 29th, load your post, or select one from the recent past that fits the bill.

2. Once you've done that, send me your post's URL (the post permalink, not the blog’s URL) at npc.carnival@yahoo.com 

3. On the afternoon of Monday, January 29th, I'll post the carnival.  I’ll comment on, and link to, the most relevant 7 posts submitted. 

Being part of this carnival is a great way to boost traffic and be found by new readers.  The weeks my posts have been in it, I've seen a modest but persistent increase in traffic. In addition, I’ve found it refreshing to be pushed by a colleague to think and comment.

Thanks in advance for your time and effort,
Nancy

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Follow The Robert Wood Johnson Foundation's Example to Start 2007 with a Bang

The Robert Wood Johnson Foundation (RWJF) brought 2006 to a smashing close with its annual wrap-up of "The Year in Research." This summary -- so short you can't resist a look -- was released through the Foundation's e-alert mailing lists, and picked up by many news outlets.

But don't despair, you're not too late to capitalize on the new year (yet another example of how you can use what's happening in the world to link into with your organization's news to increase relevance and readers). Your organization can herald the year to come with a similar summary of what you've been working on, and where you're going in 2007.

Make it pithy, and make it an annual event. Here are some more tips based on the RWJF model:

• There's nothing like the list format. It's easily scanned, and easy to remember.
• Include only top level information in the press release and main Web page, but link to more detail for those who are interested.
• Use a number to promote the information. There's something about the 10 best or 7 goals that entrances readers at a personal level. RWJF has selected the 10 research standouts from the last year. Caveat -- Don't go past 10.
• Frame your summary list with some context on your nonprofit's issue focus, and the unique contribution that your organization makes to that issue arena. Never forget this critical branding, which reinforces your organizational identity, while lending more meaning to the wrap up.

Let me know (via the Comments field below) if your organization has released a 2006 wrap up or a 2007 what's next. I'll share it with Getting Attention readers.

Thanks to 79 Grant-Writing Resources You Can't Live Without for the tip.

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Gotta Go Green -- The Power of Green Marketing

Well, the time has come. Green ad agencies -- those specializing in environmentally-focused client organizations (mostly nonprofits), and those honing strategies that are environmentally-efficient -- are in vogue. According to today's article in the Times business section, "agencies with a green specialty are sprouting like alfalfa."

Here's why, and here's what this trend means to your nonprofit organization:

• Consumers (i.e. donors) like green (as long as it doesn't cost them, much).
• Green's a must for any environmentally-focused nonprofit. Your marketing strategy has to be designed around environmentally-sound approaches.
• Green's important for other nonprofits too. When you print on recycled paper or promote your transition from a print to e-newsletter, your organization shows audiences it cares about the world as a whole, not just its specific issue area.
• Marketing folks are listening. Anecdotal evidence points to a focus on green marketing, even for corporations marketing products and services that have nothing to do with protecting the environment. And agencies are popping up to serve these needs.
• Some nonprofits are hiring small shops that specialize in green issues, in addition to the pro bono marketing work filtered through the Ad Council.
• "These..(specialist) firms have a more sophisticated sense of the role groups like ours must play in embarrassing companies or in inspiring their customers to do so," says Michael J. Brune, ED of Rainforest Action Network.
• The larger, more established firms (like BBDO) are developing green expertise to maintain the business.
• There's more competition out there for your campaigns on environmental issues.
• Since corporations, as well as nonprofit