Social Media In Plain English

Understanding social media is critical for the success of your business or nonprofit. Learn from our expertise in a fun, friendly environment.

3 Reasons to Create an Event Page

You’re planning a big event this fall and you want to include your website into your marketing mix.  You might have added it to your volunteer opportunities page or even an online event calendar. You may even be planning a feature story on your front page. All of these are good steps, but have you considered a unique web page for the event?

Purchasing a unique URL for your event costs less than 10 bucks -it won’t break your budget. With a simple WordPress based site, you can create an inexpensive place to host your event. Consider a solution like eTapestry to take registrations or ChipIn to encourage individuals to raise money for your cause.

So why go through the trouble?  Here are 3 good reasons to create a page.

1) It provides another opportunity for people to find you on the web. You use multiple types of fundraising techniques, right? (direct mail, special events, planned giving) Why wouldn’t you apply the same concept to your online fundraising master plan?

2) It allows you to step outside your agency’s normal look and feel to create some excitement. Check out this example from the Salvation Army in Indianapolis. Here is their main page. Here is a special event page for the WIBC Radiothon.  Notice the difference in graphics, tone, attitude.

3) You get to show off your sponsors, create value for them, and strengthen that relationship.  The Salvation Army Indianapolis hosts event pages for 2 of their media partners: WIBC radio and WISH-TV.  The media partners are happy because they have one less thing to worry about. The sponsors are happy because they get more focused promotion.  Of course, both the media partners and the nonprofit are linking to the event website from their main pages.

These pages always manage to pay for themselves and the extra value keeps your partners happy.  If you have a good example of a specific event page please post a link in the comment section below.

Source: Blue Trolley Press

Only Mostly Dead

I love the movie Princess Bride. One favorite scene is with Miracle Max (Billy Crystal) when he makes the comment, ” It just so happens that your friend here is only MOSTLY dead. There’s a big difference between mostly dead and all dead. Mostly dead is slightly alive.”

For quite a while, I’ve viewed the newspaper business as dead. Turns out, it was only “mostly dead.” Check out this blog post from Chris Anderson (Author of the Long Tail). Some good food for thought when considering your marketing mix.

Source: Blue Trolley Press

Why Bother?

I serve on the board of another nonprofit here in Indianapolis.  We were soliciting proposals from marketing firms to help us sharpen our focus and reintroduce our brand after a significant change in programing.  One firm sent us a folder with the following in the cover letter:

“We’re currently reviewing ********’s request for services to ensure we don’t have any business conflicts to be concerned about. Assuming not, we would look forward to the opportunity to meet with you and your Executive Committee to further discuss your needs and how we might best help you get to the next level.”

Why bother sending the package? Why not figure out the answer to that first before writing the letter? Why waste my time if you can’t work with me and why waste the time to write it if you can’t work with the customer? This is the equivalent to landing on a “page under construction” message on somebody’s website.

Sadly, this was from a well known firm and written by a Vice President. Keep this in mind when crafting letters to sponsors, donors, and volunteers.  Respect their time and do your homework first.

Source: Blue Trolley Press

Don’t Make the Yahoo Mistake

Yahoo usually gets it right. Why else would Microsoft be trying to buy them for $44.6 Billion?  However, Yahoo recently made a move that really irritated their sports content readers. It was a move motivated by profit, that actually may cost them money in the long run.  Luckily, we have their bad example to help keep us from making the same mistake. (Hopefully)

The problem started when Yahoo formed an agreement with Rivals.com to place college football and basketball content on Yahoo’s team pages.  It’s an interesting marriage because one company has created a subscriber based business model (Rivals) and the other thrives on providing free content supported by ads and up selling users various services and tools (Yahoo).  Unfortunately, Yahoo chose to rss feed the subscription content to its own pages.

Why does it matter? Imagine reading an interesting headline on your favorite college page on Yahoo. You click the link (which isn’t marked as premium content) and you get two more sentences and a sales pitch to read the rest of the article. Now, your ticked. Yahoo has wasted your time. You’ve been conditioned by Yahoo to expect to read articles for free. And now you’re mad at Yahoo and Rivals.  Do this enough times, and you find one of the many other sports news outlets.

The lesson in this is that Yahoo spent years training visitors to accept a particular model: Read our stories for free, put up with a few ads in the margin. Any partnership that disrupts this model costs readers. For nonprofits, it is a reminder that we can’t force donors to interact with us in a way that’s contrary to their conditioned expectations. They might not come back.

Source: Blue Trolley Press

Play Like the Yankees, Pay Like the A’s

Filling the roster of your development team is a lot like being the GM of a small market baseball team. You can’t compete with the for profit companies on salary. So, you have to field a team with the best players available in your price range. But that doesn’t mean you can’t field a winning team.

So, how do you get quality people at a discount?  First, if you’ve never read the book Moneyball by Michael Lewis, I recommend starting there. It follows the Oakland A’s baseball team as Lewis tries to answer the question: How does a team with half the payroll of the New York Yankees seem to field a competitive team year after year?

The lessons learned in the book apply to staffing your development team. Don’t have time to read the book? Here are some tips I’ve used.

1) Learn to spot inefficiencies in the way talent is evaluated.

Example: The obvious answer to how are we going to fill the open grant writing position is to hire the candidate with the most grant writing experience/success. I recently did the exact opposite! Of the final three candidates, I chose the one who had only marginal grant writing experience. What she did have was a vast array of experience that could easily have her filling a variety of roles in our department. The other candidates had much more grant writing experience, but that’s ALL they had. Plus, I knew she could write, she just needed some coaching. Now, I have an excellent grant writer who can do just about any job in our department (even mine!).

2) Learn to get talent at a discount.

Example: When A-Rod gets sick of playing in New York, he might just take less money to play in Minnesota. The same applies to recruiting staff. Keep your eye on people at other organizations who aren’t happy in their current positions and whose life goals align with your organization’s mission. This isn’t about paying somebody less than their worth. That’s not the mindset to have. It’s about being able to offer someone a position within your organization that rewards them in ways that a higher salary can never do.

3) Learn to let staff make mistakes.

Example: I frustrated a lot of staff members last fall at an event because they kept coming to me with issues and I kept sending them to the event coordinator. To some, I was goofing off or not taking my job as boss seriously. What they didn’t know was that our relatively new event coordinator had never put on an event of that scale before. She needed the experience. All of the experience, including issues, problems, and making mistakes. I intentionally removed myself from the decision making that day because I wanted her to grow as a person and an employee. I also know that someday, she would like to run her own event company. I’m not afraid to help her reach that goal, because I know she will work harder for me while she’s here if I help prepare her for what’s next.

The result: sure a few people thought I was a slacker that day. But, my event coordinator emerged with a confidence that has been noticed by many people. Now, she’s creating an event top to bottom and I don’t lose a second’s sleep over it. I know the event will be first class.

You can field a Major League team on a Little League budget. It just takes a different mindset to attract and keep talent.

Source: Blue Trolley Press

How NOT to Write a Letter

I received a letter recently from a company called Corporate Rain International.  Actually, I didn’t receive it -it was addressed to someone else in our organization, but we will get to that in a minute. This letter so effectively sold me on NEVER using this company that I thought I would share it with you.

First, let’s look at the pitch. Corporate Rain Founder & CEO Timothy Askew wants to request the opportunity to meet with me (sort of) to discuss his recent successful work with Easter Seals, Lighthouse for the Blind, etc. He then goes on to say that Corporate Rain is “the elite international company specializing in initiating the executive rainmaking process. Specifically, Corporate Rain executes high-level new business campaigns that open doors to new corporate business through substantial appointments with senior level executives.”

He then goes on to say that his company is the “#3 sales outsourcing firm in the world and the #1 boutique sales outsourcer by The Black Book of Outsourcing.” Wow, that’s pretty impressive stuff! Then he tells me that CR “creates a pipeline of new leads and prime prospects in your target market. We bring a bespoke and discreet outsourced executive presence to your new business efforts that will save you time and money.”

Finally, he lists a lot of impressive companies like AT&T, AIG, Wells Fargo, Deloitte & Touche, and others who are clients.  Sounds like a can’t miss prospect?  Corporate Rain will (for a fee) get me connected to that “pipeline of new leads.” Well, I’m a little worried about what that pipeline is connected to…

You see, despite the impressive credentials and the A-list clients (who may disappear after reading this), Mr. Askew lost me from the beginning: the letter was addressed to the wrong person. And that person was addressed by the wrong title. (A big deal when you work for the Salvation Army and the officers have ranks.) The letter had to work its way to me -the real decision maker for this type of service.

So, let’s review:

Corporate Rain claims they get you quality leads to get you in front of the decision makers.

Corporate Rain doesn’t know who the appropriate decision maker is in our organization, or that Salvation Army officers are addressed by rank, or that any of this could have been cleared up by spending less than 5 minutes on our website. And they think I’m going to hire them to qualify leads?

I won’t even go in to the whole “bespoke” thing.

Source: Blue Trolley Press

Good Idea of the Day

Today, I just wanted to pass along an idea that I think is fantastic.  The Salvation Army in Dubuque is giving a free senior citizen tour of the John Deere Dubuque Works.  Absolutely brilliant!  The Army gets to play PR middle man for John Deere and in the process, reinforces their relationship with donors.  John Deere gets to tell its story while the Army acts out theirs. It’s a three game sweep! (I absolutely hate the overused “win-win” phrase!)

Source: Blue Trolley Press

Let the Donor Speak

Chris Anderson writes in The Long Tail, “For a generation of customers used to doing their buying research via search engine, a company’s brand is not what the company says it is, but what Google says it is.”

This applies to nonprofit fundraising as well.  People under 40 are more apt to believe what their peers say about a nonprofit than what we say in a mission statement.  Amazon gets this better than any for profit or nonprofit.  Of course, you have to be prepared for the good and the bad.

Nonprofits need to be transparent in the new age of fundraising. Don’t be afraid to allow your site visitors to comment or interact via a forum.  Let the donor speak. She might be your best fundraiser.

Source: Blue Trolley Press