Category Archives: MARKETING & STRATEGY

Explore ways to communicate the nonprofit message more clearly and dynamically.

Three Key Aspects of Nonprofit Social Media

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RELEVANCY – Content and conversations must be of interest to the intended audience. The content must be interesting, stimulating, and persuasive – but more importantly it must provide value. In other words, if all you provide are updates on your latest Starbucks purchase or the fact you are tired and going to bed early on a Friday night your followers are going have limited value to you and you are going to have limited value to them. You will be fair weather friends – but that’s about it. As a nonprofit you need to expect much more from all your social media outlets including blogs, Facebook and Twitter among others. Content must have value – it’s that simple.

LISTENING – You’ve heard it a million times, perhaps from your mother, but it’s true… you need to listen instead of talking. No one likes or enjoys someone that only talks about themselves. Additionally, no one likes a lopsided conversation; even the incessant talker likes some feedback now and again; even a simple nod of the head in acknowledgment of what was just said. Nor does a talker like to think they are speaking to a brick wall and the listener doesn’t want to be lectured or spoken down to. Follow the simple axiom of listening first and talking second. It will serve you well. This will help you foster a compelling dialogue between you and others.

ENGAGEMENT – Providing relevant content while fostering a compelling dialogue are two key steps to improving your social media presence. But creating engagement is the glue that holds it all together. Engaging means sharing ideas, exchanging knowledge, encouraging innovation and providing thought leadership while helping others to improve their own knowledge and form their own views. Engagement means fostering an atmosphere that transcends the simple exchange of information and somehow digs deeper into something that bonds you, the nonprofit and those you are in dialogue with. People have a hunger to learn more and the engagement you create will be the catalyst for this effort.

Are You A Transformative Nonprofit Leader?

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Are you a transformative nonprofit leader? You need to be.

We are in a transformative period of not just how fundraising is accomplished but also how nonprofit services and programs are developed, managed and provided to the public served.

We have been in the midst of this transformation for years – but like the proverbial frog being brought to a boil from room temperature we don’t really feel it happening and thus we continue to feel just fine with the status quo – that is until it’s too late. As this scenario proves problematic to the lonely frog it proves even more problematic for nonprofit executives. The idea of being boiled from room temperature isn’t exactly appealing is it? – But you get the idea.

We have got to come to our senses before it’s too late or we will be left in the dust – or worse at the bottom of the boiling kettle!

Companies and nonprofits, big and small, are learning that they must adapt, transform their products and services and, in short, learn to present themselves differently than they have in the past.

Quite frankly it’s a simple formula – the organizations that take transformation seriously are growing and excelling and charting a successful course for the future – those that aren’t are declining and living through the frustration of a deteriorating organization that is fraught with low morale, declining donor support and unfortunately, declining support from advocates, members, and others supporters that typically would help build relevancy, vibrancy, enthusiasm, and growth.

The reality is that if we don’t learn to transform ourselves and our organizations to “Think Different” like Apple we are setting a path towards obscurity and irrelevancy that will leave many of us in the dust and an inability to recover – ever.

In my work I often see organizations that are dying a slow and painful death. They are desperately attempting to hold onto the past – a past that might have been very effective, popular and relevant at one time – perhaps for many, many years. But times have changed and they aren’t as popular, as effective or even as relevant as they used to be.

It’s the relevancy part, in particular, that many declining organizations can’t get their arms around because they just don’t want to believe their cheese has been moved – they believe they are still relevant and that their demise is caused by poor branding, poor leadership, or failed marketing execution, or they are even weighed down by the thought of “what’s wrong with everyone – don’t THEY know THEY need US?”

I remember back in the 80’s when I was a commercial photographer in NYC and did some work for the company that produced the “Laser Disc” – (my apologies to the younger readers that are saying – huh!) – but it was a very short lived product which was replaced by other products even before they had a fighting chance – but what was odd was the fact the company continued to market and try to build a demand for their product. Problem was – it lost its relevancy even before it caught any traction. They were surprised – but the market didn’t want it no matter how much marketing was thrown out there. Period.

This type of scenario is not an option unless you enjoy going down in flames.

People are amazingly change-adverse. Most of us get frozen and can’t even imagine the possibilities and potential positive consequences of certain decisions. Our human nature makes us assume that decisions will only have negative consequences. The more a decision goes against the status quo the more likely the failure – at least that is what our brain tells us. It may be the ultimate reality but for the transformational leader it’s about managing risk against upside opportunity. And this day and age we need to learn to take calculated risks that can potentially improve nonprofit services and fundraising effectiveness. After all isn’t that what our job really is about?

At the end of the day we need to be the iron that sharpens the iron – the tip of the spear.

We need to challenge ourselves everyday to excel, to be passionate about what we do and to have the hustle it takes to not just lead but to be a transformational leader!

Ouch… this is over 700 words and I have been told to keep blog posts to 450 words or less – oh, well… I will try to do better next time.

AIDA – What’s that you say?

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Anyone that has either taken a marketing class or watched the classic movie Glengarry Glen Ross – namely the opening scene with Alec Baldwin, which no one should watch unless you can handle a diatribe of foul language, will understand what AIDA means – Attention, Interest, Decision, Action. This is a tried and true marketing axiom that has relevant meaning to all marketing and advertising efforts on many levels. It has deep and profound meaning to anyone in the industry. And it primarily culminates with someone taking ACTION – which in marketing and advertising terms culminates in the purchase of a service or a product.

But what does it mean for fundraisers? Well, a lot really – but, I would like to suggest a new twist on the traditional approach of AIDA,which is perhaps more relevant for nonprofit fundraisers.

The fundraising AIDA amounts to – Attention, Involvement, Dedication, Advocacy.

Let’s see how this plays out. In nonprofit fundraising we are clearly interested in the particulr ACTION of getting a donation - but more importantly we are interested in involving, engaging, and building advocacy. If we do this effectively the gifts will follow.

So let’s break it down:

ATTENTION: Get the person’s attention through whatever means we can effectively reach them – online, direct mail, advertising, face-to-face meetngs, and so forth. Get them captivated with what and who your organization is and what you do – especially introducing how you are making an impact and changing lives. Make them a believer in your organization, or at the least, someone that yearns for more knowledge about you .

INVOLVEMENT: First and foremost we must get the donor, volunteer or other constituent involved in what we are doing. The donor this day and age needs to feel connected with the organization they support. It’s no longer just about the money someone gives you, but how they engage and get involved with the organization. Because people want to get involved – they want to feel part of something bigger then themselves. This might include volunteering or offering gifts in kind or simply being a friend of the organization. Regardless, at this stage we are drawing them into our vision and mission in a deeper way.

DEDICATION:  The next step is for people to feel a strong enough connection that they are truly dedicated to the mission and purpose of the nonprofit. In other words, they may offer money and they may offer their time – but either way, at this stage they are feeling much more connected in a personal and perhaps emotional way. They are no longer just a donor or a volunteer – they have now somehow stepped over a line that makes them feel they are a part of something bigger then themselves.

ADVOCACY: During this stage the donor, volunteer, board member, community person, etc – is feeling like they are really, really connected to the nonprofit. They love who you are and what you do. They will talk about you and they will unabashedly let people know they are “connected” to your organization. These are the people that may give lots of money during their life or leave a legacy gift at death, but most importantly they identify with your organization and tell the world that you “are the best charity that ever existed”. At this stage the money will follow. We don’t need to overly solicit them or convince them to support you – they do it on their own because they are true advocates.

So, at the end of the day we are most interested in connecting with people at a much deeper level then just receiving their money. Yes, we want to engage their wallet – but more importantly we want to engage their heart and their mind and connect with them on a very personal, transformative level so they become true advocates - and faithful givers at the same time…

What is your Decisive Moment?

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Many of you may not know this, but I was a commercial photographer in an earlier life before my foray into the nonprofit world over ten years ago – making my living by taking pictures for national advertisements in collaboration with advertising agencies and publishers.  It was a great time for sure, for both myself and my family – and I felt inspired during those years, and continue to be inspired, by one particular photographer named Henri Cartier-Bresson.

He is simply the best there is/was. He inspired many before and many after me. He took photojournalism, and the art of photography itself for that matter, to a new level. But what he is most known for is what has been coined – The Decisive Moment.  But rather than me explain what that is  let’s listen to how Henri Cartier-Bresson describes  it in an interview in 1957 –

“Photography is not like painting,” Cartier-Bresson told theWashington Post in 1957. “There is a creative fraction of a second when you are taking a picture. Your eye must see a composition or an expression that life itself offers you, and you must know with intuition when to click the camera. That is the moment the photographer is creative,” he said. “Oop! The Moment! Once you miss it, it is gone forever.”

It’s that special “fraction” of a second that is so important. It’s that simple, fleeting moment that when captured “makes” the picture. The DNA of the photo, the personality of the photo is captured in that “decisive moment”. Look at Cartier-Bresson’s photography and you will understand that it’s that particular moment in time, not the moment before nor the moment after, that is the critical point in time that matters above all other moments. That moment never existed before and never will exist again. Period.

So what does this have to do with fundraising?? Good question, one I thought you would never ask. Well, let me assure you  there is a correlation.

In fundraising we often say we need to provide the right message, at the right time, to the right audience, through the right medium…  Could there be a more Decisive Moment in time for fundraisers? Well, for us fundraisers there really isn’t. So whether you are doing fundraising through direct mail or through the internet or through major gifts solicitations, or perhaps all of the above – the magic happens when you actually line up all your efforts to that decisive moment in time that simply works… you know those times – those times when the personal donor visit and  ”ask” went exceptionally well, or the direct mail and online appeals hit the homes and resonated with the donor in such a profound way that giving went through the roof, or when the major gift officer worked the “moves management” process exceptionally well .

Those are the moments we need to strive for.

No, its not easy to say the least. But As Henri Cartier-Bresson did, you must hone your skills and craft over time and develop a keen eye/intuition as he did, for what works at what moment in time. This is the art to the science in fundraising that can’t be overlooked. So, see you are an artist after-all!

Good luck!