Today, I received an email asking me to take a survey on the nonprofit sector and encountered a number of obstacles in getting to the survey. Here is my assessment and tips for improving the process. Read the rest of this entry »
RESEARCH: Creating an Effective Nonprofit Survey
July 9, 2009 by Howard LevyEffective Low-Cost Marketing Tactic
July 1, 2009 by Howard Levy
In Madison Square Park today, people were handing out postcards with a pack of gum taped on. Free gum was an enticing offer and got me to take the postcard. The card itself had a compelling headline that invites you to find out more. Turns out, this is a promotion for a church. It’s not the first time that innovative marketing has helped promote religion – it seems to be part of a larger trend of reaching people “where they are” rather than where the church is. It makes use of low-cost marketing tactics that you can apply to your campaign. Here’s why I think this piece is effective:
- It provides something of value to get your attention (the free pack of gum is nice and costs them little).
- It focuses on the customer’s needs rather than the church’s (the compelling headline is very different for a church).
- It respects the reader’s intelligence (it doesn’t patronize, insult or use fear or insecurity as a motivating factor).
- It provides clues as to what to expect (the photos show a diversity of young smiling people in the church).
- It provide specific instructions as to what to do (lists services to attend, how to enter and gives other benefits, such as “Childcare available.”
- It provide a link to the website for more information.
- It was inexpensive to produce (the gum was taped on with a loop of masking tape).
- It was distributed to people in their demographic (by someone who could answer questions and be an advocate for the church).
Partnering for Additional Visibility
July 1, 2009 by Howard Levy
Here’s one way to extend your message to a new audience of people that may not have heard of you – partner with another organization that has a sizable distribution. The Fresh Air Fund is able to reach millions of New Yorkers by striking a deal with Con Edison to include a “bill stuffer” solicitation envelope in their invoices to their customers. The insert is a self-addressed envelope that makes it very easy to respond with a donation.
WAKE UP CALL: What relationships (board members, donors, vendors, etc.) can you leverage to extend your message inexpensively?
Sold Out! How to Annoy Your Donors
July 1, 2009 by Howard Levy
I recently received an invitation for a fundraising event that had the standard ticket prices already sold out. As a donor that supported the organization in the past, what do you think my response was? Not a positive one – that’s for sure. In fact, it made me feel unappreciated. I felt that as a donor, they did not value me enough to engage me at the level I was accustomed to. And it made me wonder: Who are the people who got the tickets first – and why was I not on the list? That’s not the type of response you want your donors to have.
WAKE UP CALL: Don’t isolate your donors and jeopardize your relationship with them. Show them that you value them and provide opportunities for them to give at the level they are comfortable with.
Top Ten Tips for Networking
July 1, 2009 by Howard Levy
So you want to be a ‘networker’
People often say that they wish they knew “how to network.” There’s no doubt that networking is an essential
component of business success. In fact, The Executive Forum was founded on that very principle. What surprises me, however, is the extent to which many people think of networking as some sort of exotic art (it’s not) or something that’s only taught in business school (it isn’t).
Like many good things in life, networking takes practice, enthusiasm and patience.
And it works. Imagine if I told you that people who are not part of your social network, or your family, or your profession would be willing to help you succeed. Without charging you a penny. They will, but only if you ask them. Only if you tell them what you need. And only if it’s a mutually beneficial relationship.
This takes time. It involves getting to understand other people’s needs and looking for ways to help them. For some people, interacting comes naturally; for others, it doesn’t. However, networking skills can be learned. Here are my Top 10 Ways to become at better at networking.
1. Be a consummate professional. People will respect what you have to say if it’s clear that you really understand your business. It’s not enough to just have a mission statement and elevator pitch, though you need that; you also need to have a track record in solving your clients’ problems. It also goes without saying, or should, that you also need to abide by the highest professionals standards in everything you do.
2. Know your audience. Understand the size and nature of your market. Know what problems you can solve for your clients. And most important, listen to people talk about their problems.
3. Understand your spheres of influence. Here’s where it gets interesting. Most of us think about ourselves in narrow, simplistic terms. You may be the best widget salesperson in the world, but you’re also a lot more than that. Make a list of your spheres of influence and make sure to include the following: professional relationships, associations, religious groups, hobbies and other activities, club memberships, alumni associations – you get the idea. Then add in all of your family contacts and neighbors and friends, and you’ve got the beginnings of a great networking list.
4. Create a contact database. This is potentially your most valuable asset, and most people can build a list of 200 to 500 names in a few years. But it’s not enough to know these people – you have to maintain the contact in an electronic database that’s segmented by category, keywords and priorities. Sound tough? It’s not. Most of us already use organizational tools like Microsoft Outlook. And while more sophisticated tools exist (for example, ACT or Filemaker), Outlook is a good start. Start keeping tracking of information like employment, family, key dates (anniversary, birthday, etc.), activities and interests, learning style (visual, auditory, kinesthetic) and communications preference (email over voice, face-to-face meetings over conference calls, etc.).
5. Get in front of people as often as you can. Meet with your contacts on a regular basis. See clients, don’t just call them. Attend networking events on a regular basis. Get involved in professional associations.
6. Know how to build relationships. Identify common interests and passions. Share common values. Understand different personality traits and the things that motivate people (career, family, religion, hobbies, etc.). Listen to what problems they are solving for others. Have a routine or mechanism to stay in touch.
7. Look out for other people’s interests. This is another way of saying do the other guy a favor before you ask for one. Look out for their needs – send articles of interest, let them know of events and other opportunities in their industry. Build rapport though social events. Show your appreciation – say thank you (verbally, card, gift, dinner, etc.).
8. Understand how to ask for a referral. Many people don’t like to ask for help. The real issue is knowing how and when to ask for help. Here’s what works for me. With clients, a good time is when I know I’ve done a really good job that met their objective. With non-clients, it’s when I know I could do a really good job for someone they know. But with contacts in both categories, you first have to address their psychological reluctance against giving the referral. How? Tell them what you want to get out of the referral (introduction, sale, build relationship, introduction to others, etc.). Tell them how you will handle the call and meeting (this is very important). Assure them that you will exercise discretion and maintain confidentiality. Ask about other connections (things you have in common, how they met, etc.). Thank them – and always call the referral contact when you say you will and then keep the referrer in the loop. Sounds simple? It is, but you have to do it.
9. Make a commitment to networking. This can’t be a once-a-year thing. Seek to constantly meet new people and keep in contact with clients, referral sources and others. Keep people updated about your situation — new job, new services, new groups, people they might be interested in meeting, etc. Look for opportunities to bring people together even if it’s not directly for business (for example, an industry event they might be interested in). And continually seek to improve your networking skills.
10. Trust your instincts. This is the big one. You know more than you think you know. You know more people than you think you know. And you have interesting things to say that cut across business or social lines. All it takes is practice, enthusiasm and patienc
People often say that they wish they knew “how to network.” There’s no doubt that networking is an essential component of success. What surprises me, however, is the extent to which many people think of networking as some sort of exotic art (it’s not) or something that’s only taught in business school (it isn’t).
Like many good things in life, networking takes practice, enthusiasm and patience. And it works. Imagine if I told you that people who are not part of your social network, or your family, or your profession would be willing to help you succeed. Without charging you a penny. They will, but only if you ask them. Only if you tell them what you need. And only if it’s a mutually beneficial relationship.
Free Videos for Nonprofits
July 1, 2009 by Howard Levy
YouTube
In partnership with All for Good, YouTube is launching “Video Volunteers,” a platform designed to make connections between non-profit organizations with video needs and skilled video makers who can help broadcast their causes through video. Video Volunteers will pool nonprofit, video-related volunteer postings from All for Good and then match them up with YouTubers who want to volunteer their video-creating skills to make a difference. Because many YouTubers have amassed a large online audience, the influence of their work on behalf of nonprofits can have a big effect in raising the profile of the causes nonprofits are working on and can drive others online to take action. Here’s how it works: Starting today, nonprofits can post video assignments (with the words “Video Volunteers” in the description) on idealist.org, serve.gov or volunteermatch.org; these posts will be cycled through the Video Volunteers feed of the All for Good widget on youtube.com/videovolunteers. YouTube Video Volunteers can visit youtube.com/videovolunteers to pick up assignments directly from nonprofits. Select videos will be showcased on the Video Volunteers YouTube channel and in other high-traffic areas of YouTub
From Business Wire
In partnership with All for Good, YouTube is launching “Video Volunteers,” a platform designed to make connections between non-profit organizations with video needs and skilled video makers who can help broadcast their causes through video. Video Volunteers will pool nonprofit, video-related volunteer postings from All for Good and then match them up with YouTubers who want to volunteer their video-creating skills to make a difference.
Because many YouTubers have amassed a large online audience, the influence of their work on behalf of nonprofits can have a big effect in raising the profile of the causes nonprofits are working on and can drive others online to take action. Here’s how it works: Starting today, nonprofits can post video assignments (with the words “Video Volunteers” in the description) on idealist.org, serve.gov or volunteermatch.org; these posts will be cycled through the Video Volunteers feed of the All for Good widget on youtube.com/videovolunteers. YouTube Video Volunteers can visit youtube.com/videovolunteers to pick up assignments directly from nonprofits. Select videos will be showcased on the Video Volunteers YouTube channel and in other high-traffic areas of YouTube.
Branding Basics for Nonprofits
June 30, 2009 by Howard Levy
So you’re starting a nonprofit organization or have one and want to know how to build or strengthen your brand. Well, what is a brand? Is it advertising, your spokesperson. a logo? Read the rest of this entry »
Empowerment Zones Channel Funds to Those in Need
June 24, 2009 by Howard Levy
Giving zones among suggestions in Community Foundation Network’s manifesto
Major donors should pay less tax if they make donations to charities based in disadvantaged regions, according to the Community Foundation Network.
The network represents charities that support local communities. The recommendation is one of 29 made in its Manifesto for Community Philanthropists, published this week.
The manifesto proposes the creation of ‘special giving zones’, modelled on social exclusion zones, that would encourage investment in services to disadvantaged communities. Any individual or company giving to charities that work in these zones would get favourable tax treatment.
Other recommendations include the creation of bank-gifting accounts to simplify giving and a £30m philanthropy infrastructure investment fund to help smaller charities set up online donation systems.
Stephen Hammersley, chief executive of the network, said the manifesto was drawn up to promote grassroots giving. “Community charities need to receive independent and sustained funding,” he said. “The manifesto is an exploration of possible ways they can achieve that.”
Matthew Bowcock, chair of the network, said: “I strongly urge all political parties to take a long, hard look at our recommendations
This article from ThirdSector discusses a new concept in Britain to help channel more money to those that need it. This solution addresses a growing concern in the United States as well that lower-income populations are not being served well by nonprofits.
Call to give philanthropists tax breaks when they donate to poor areas
Major donors should pay less tax if they make donations to charities based in disadvantaged regions, according to the Community Foundation Network. The network represents charities that support local communities. The recommendation is one of 29 made in its Manifesto for Community Philanthropists, published this week. Read the rest of this entry »
FUNDRAISING: Effective Direct Mail Techniques
June 24, 2009 by Howard Levy
I just received a direct mail piece from Audubon that I think is effective (of course I don’t know what actual results were). Here are the elements and graphic techniques that I think make this piece appealing: Read the rest of this entry »
BACK TALK: No Hating
June 23, 2009 by Howard Levy
Another in our series documenting Culture Jamming. Spotted on Fifth Avenue and 19th Street, NYC.
