In today's crowded marketplace everyone is seeking ways to stand out in the mailbox or inbox? For many, this question is answered with a myriad of tests ranging from alternative package sizes, adding new components, catchy OE teasers, etc.
All of the above are "tactics" and the majority of these tactics fail when tested. So today I challenge us to think bigger.
I have read lots of good content on Branding and Mission Statements, most recently Katya's blog had a great post on improving your mission statement and I think this is one place we can definitely think bigger.
Why? Because our space is fraught with an enormous amount of brand confusion and building a great Nonprofit brand identity is a great chance to separate yourself from the rest of the market if you do it well.
What Should Every Nonprofit Brand Strive to Do?
In the book Made to Stick the Heath Brothers provide a framework for creating sticky statements called SUCCESS. In fundraising each communication presents a unique set of challenges so creating new "sticky statements" in every communication may be too much to ask but conveying a strong brand should not be and is as simple as doing the following:
1) Build Credibility
2) Generate Emotion
3) Be relevant
Said another way:
1) If I recognize your brand I will BELIEVE!
2) If I believe in your mission I will CARE!
3) If what you ask for resonates with me I will ACT!
The work required to achieve all of the above is different for every organization depending on the life stage in which you are in today.
Large, long-standing Nonprofits often have a recognizable logo (or Brand) but often struggle with finding ways to get people to act because of their size or wide array of services that dilutes their relevancy.
Conversely, small Nonprofits often lack awareness or credibility and need to get the skeptical donors to believe before they will ever give regardless of how compelling their story is.
At the End of the Day...
Above all else, your Brand sells your organization. When people buy Volvo they think "safety". When people buy from Apple they are buying "innovation", when people buy from GM or Chrysler they are buying "American"...a great brand is quickly and easily attached to some positive emotion.
Does your organizations brand have a clear identity? If not, start by asking yourself, "Why should people believe in us", "Why should people care", and "What would compel people to act". If you can answer those questions clearly you may be on your way to be the Apple of Nonprofits!
Monday, November 28, 2011
Sunday, November 27, 2011
I Am Back...Again
I have learned that the good (and potentially bad) news about blogging is that it is somewhat of a historical record so this "comeback" post is merely a follow up to my last post (from 2008...sigh) from my last "comeback" posts.
My motivation is not to emulate Brett Farve so Why am I back now?
I recently read through my past blog posts written several years ago and realized we sit here today facing many of the same exact problems.
We as marketers and fundraisers have not/are not innovating change despite many assertions that change is desperately needed including:
1) Charitable donations are on the decline...
2) "Direct mail is dying"
3) Telemarketing is too expensive
4) "our donors do not like email"
This industry is full of many smart marketers and fundraisers and my goal is to push forward our best NEW thinking to motivate change and move past the "this is how we've always done it" mentalitiy.
Clearly my quickly aging mind isn't dead yet (proof being I remembered my blogger password) but I do not have all the answers and I want to learn as much (or more) than I share on this platform.
Read, respond, participate...let's change world of fundraising
My motivation is not to emulate Brett Farve so Why am I back now?
I recently read through my past blog posts written several years ago and realized we sit here today facing many of the same exact problems.
We as marketers and fundraisers have not/are not innovating change despite many assertions that change is desperately needed including:
1) Charitable donations are on the decline...
2) "Direct mail is dying"
3) Telemarketing is too expensive
4) "our donors do not like email"
This industry is full of many smart marketers and fundraisers and my goal is to push forward our best NEW thinking to motivate change and move past the "this is how we've always done it" mentalitiy.
Clearly my quickly aging mind isn't dead yet (proof being I remembered my blogger password) but I do not have all the answers and I want to learn as much (or more) than I share on this platform.
Read, respond, participate...let's change world of fundraising
Wednesday, January 9, 2008
Consider this Post a New Year's Resolution...
Who better to motivate me back to blogging than this recent post on Flipping the Funnel by Seth Godin.
I won't comment on the concept other than to say just read the ebook because anything I add will dumb it down. What I will do is call out Godin on his initial comments that "direct mail is dying".
I will be the first to admit my sensitivity lies with the fact that I am fully entrenched in the industry and have been working in direct response marketing since graduating college nearly 10 years ago. Sure, the statistics don't lie but I think he should have said, "direct mail as we know it is dying".
I'm not asking for much...just three extra words!
No question rising paper and postage costs are making mail less economical but I would argue that at least part of what is driving declines in response rate is increased competition in the mailbox. An earlier post in my blog regarding the boom in non-profits is just one example.
The USPS isn't going anywhere and neither is direct mail...that's not to say direct mail as we know won't or shouldn't change dramatically in the years to come!
C'mon Seth!
I won't comment on the concept other than to say just read the ebook because anything I add will dumb it down. What I will do is call out Godin on his initial comments that "direct mail is dying".
I will be the first to admit my sensitivity lies with the fact that I am fully entrenched in the industry and have been working in direct response marketing since graduating college nearly 10 years ago. Sure, the statistics don't lie but I think he should have said, "direct mail as we know it is dying".
I'm not asking for much...just three extra words!
No question rising paper and postage costs are making mail less economical but I would argue that at least part of what is driving declines in response rate is increased competition in the mailbox. An earlier post in my blog regarding the boom in non-profits is just one example.
The USPS isn't going anywhere and neither is direct mail...that's not to say direct mail as we know won't or shouldn't change dramatically in the years to come!
C'mon Seth!
Monday, August 27, 2007
Blogging for CARE
Considering the content of my last post it would be a bit hypocritical of me if I didn't write a post about a great organization...
There are so many to choose from but I take my hat off to Cooperative for Assistance and Relief Everywhere (CARE). If you ever received a "CARE package" from friends or family while you were away from home you have this organization to thank for it!
CARE was founded in 1945 and today has projects ongoing in more than 60 countries fighting against global poverty.
What makes CARE better than the rest? Not only do they offer immediate emergency relief for the poorest communities in the world, but they go a step further to stay as long as needed to offer the tools and training necessary for lasting solutions and economic opportunities to ensure positive change can be sustained indefinitely.
For those of you who appreciate innovative efforts on the web I think CARE is leading the way as well with the Power Circle.
The slogan says it all, "She has the power to change the world. You have the power to help her do it."
Today I chose to use whatever blogging power I have to help CARE. Donate to CARE today!
There are so many to choose from but I take my hat off to Cooperative for Assistance and Relief Everywhere (CARE). If you ever received a "CARE package" from friends or family while you were away from home you have this organization to thank for it!
CARE was founded in 1945 and today has projects ongoing in more than 60 countries fighting against global poverty.
What makes CARE better than the rest? Not only do they offer immediate emergency relief for the poorest communities in the world, but they go a step further to stay as long as needed to offer the tools and training necessary for lasting solutions and economic opportunities to ensure positive change can be sustained indefinitely.
For those of you who appreciate innovative efforts on the web I think CARE is leading the way as well with the Power Circle.
The slogan says it all, "She has the power to change the world. You have the power to help her do it."
Today I chose to use whatever blogging power I have to help CARE. Donate to CARE today!
Blog for Charity...Because They Can't Do Everything
The blogosphere is rich with posts about “why you should blog” but I am not offering a savvy list of the “top 3” reasons why you should join in.
Instead, I offer you one simple reason…I think you should do it for Charity.
I mentioned in an earlier post that I was the facilitator on blogging at the New York Nonprofit DMA where we discussed the “Why’s” and “How’s” of blogging.
Everyone thought blogging had great potential for their organization but almost everybody agreed that there organizations didn’t have the resources to do it themselves.
Why leave the legwork of blogging to a nonprofit already short on resources when they have well versed blogging supporters like you who could do it for them. Don't you want them putting their time and money to work solving the world's problems anyway!
My suggestion, write a post about your favorite charity and why you support them. If I am reading your blog it means I respect your opinion…if your post is compelling I may join you.
If 100 million bloggers wrote just one post about why you should support their favorite charity what could happened?
If you need motivation or ideas on how to do this well check out Beth’s Blog and write your post today!
Instead, I offer you one simple reason…I think you should do it for Charity.
I mentioned in an earlier post that I was the facilitator on blogging at the New York Nonprofit DMA where we discussed the “Why’s” and “How’s” of blogging.
Everyone thought blogging had great potential for their organization but almost everybody agreed that there organizations didn’t have the resources to do it themselves.
Why leave the legwork of blogging to a nonprofit already short on resources when they have well versed blogging supporters like you who could do it for them. Don't you want them putting their time and money to work solving the world's problems anyway!
My suggestion, write a post about your favorite charity and why you support them. If I am reading your blog it means I respect your opinion…if your post is compelling I may join you.
If 100 million bloggers wrote just one post about why you should support their favorite charity what could happened?
If you need motivation or ideas on how to do this well check out Beth’s Blog and write your post today!
Saturday, August 18, 2007
Tell-A-Friend Today!
Many nonprofits use creative methods to capture email addresses via online petitions, surveys, etc. and have had great success doing so but you or your organization doesn't need to have the next best campaign to save puppies AND children all at once to increase online subscribers/donors, just give them the option to "tell a friend" whenever and where ever possible.
If I visit your website, sign an online petition or donate it means I care about something you are doing. If you get my attention, provide me an answer I am looking for and if I care enough to give money I will probably tell friends about so make it as easy as possible to do so.
Include a "Tell-A-Friend" link on your homepage, on your donate page and even try it as part of a "thank you" email and e-newsletter and let us help you spread the word!
Might I suggest you start by passing on this post to someone you know?
If I visit your website, sign an online petition or donate it means I care about something you are doing. If you get my attention, provide me an answer I am looking for and if I care enough to give money I will probably tell friends about so make it as easy as possible to do so.
Include a "Tell-A-Friend" link on your homepage, on your donate page and even try it as part of a "thank you" email and e-newsletter and let us help you spread the word!
Might I suggest you start by passing on this post to someone you know?
Wednesday, August 15, 2007
Everything Nonprofits Need to Know about Web 2.0 is Here
The Nonprofit Technology Network (NTEN) has compiled a great resource of content about how nonprofits are using technology and posted this Google Document for all to view.
If you have questions about how you can leverage blogs, myspace, facebook, etc. to further your cause this is a must read.
If you have questions about how you can leverage blogs, myspace, facebook, etc. to further your cause this is a must read.
Tuesday, August 14, 2007
Web 2.0 - "Cultivate, Educate and Motivate"
I spent two days at the New York Nonprofit DMA listening to what's new in direct marketing and took every opportunity to here what organizations were doing in the world of Web 2.0.
The good news is that there are several organizations really jumping in with both feet and using the tools well despite the fact that their success appears difficult to measure and the financial support is minimal to date.
The bad news, is that much of the focus seemed to be on how much money is being raised using these new tools. If new revenue was the key measure of success in month one, or even year one of any direct mail program would half of these people still have jobs and be hear talking direct mail?
Back to the good news, I did make note of a great phrase I heard -- I believe the credit goes to the ASPCA -- "Cultivate, Educate and Motivate". Notice, there was no mention of, "ask to donate". Then again, I suspect if you can do all three of these things well raising money will be no problem!
Web 2.0 is a great platform to cultivate, educate and motivate. Building relationships with empowered people who share your views could turn into "boots on the ground" supporters that could have a huge impact on your organizations ability to raise money, gain public support if/when the next natural disaster hits at home or abroad.
The good news is that there are several organizations really jumping in with both feet and using the tools well despite the fact that their success appears difficult to measure and the financial support is minimal to date.
The bad news, is that much of the focus seemed to be on how much money is being raised using these new tools. If new revenue was the key measure of success in month one, or even year one of any direct mail program would half of these people still have jobs and be hear talking direct mail?
Back to the good news, I did make note of a great phrase I heard -- I believe the credit goes to the ASPCA -- "Cultivate, Educate and Motivate". Notice, there was no mention of, "ask to donate". Then again, I suspect if you can do all three of these things well raising money will be no problem!
Web 2.0 is a great platform to cultivate, educate and motivate. Building relationships with empowered people who share your views could turn into "boots on the ground" supporters that could have a huge impact on your organizations ability to raise money, gain public support if/when the next natural disaster hits at home or abroad.
Web 2.0 ... The Machine is Us/ing Us
I saw this video for the first time in January and was really impressed with its message and creative delivery.
I had assumed "everyone" had seen it until last week when I was the facilitator for a round table discussion on blogging at the New York Nonprofit DMA.
If you have seen it, I suggest watching it again as it gets better and better each time. If you joined me for the round table on blogging, and are visiting my blog thanks for a great conversation and welcome to the "blogosphere"!
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