Sue’s Muse

Blogging, Vlogging, Social Networks, SEO, SEM … sometimes think that you and your organization will never get a handle on all the latest and greatest techniques and strategies being discussed at conferences, in industry enewsletters and blogs? (Yes … including this one!) Despair no more … good news … the old digital form of email is still a very viable tool for businesses and nonprofits.

eMarketer takes a look at What is the Future of Email?  Even though the focus of the article is on commercial emails … the implications of the article is similar for nonprofits.  Email is still the workhorse for campaigns and ongoing constituent cultivation.

In other words … with all of the other traffic drivers and social networking tools … you still need to ensure that a comprehensive outbound email program is included when you create your overall fundraising strategy.  So yes … go ahead and incorporate the new and exciting into your plans … but don’t forget the basics … they will really pay off … especially the next time you ask for ongoing support! 

Regards,

Sue

P.S.  This will be my last posting until June 10th … as I take off a few days for my first real vacation in 3 years … take care!

For those of you who are avid readers of this blog … will remember my discussion over the last couple of weeks regarding raising funds for the current disaster in Burma.

Taking Advantage of Free Media - May 7th 

So Many Messages - May 9th. 

Where I shared some insight into raising funds during times of disaster. 

“You need to take advantage of free media to make hay on your issues … but when the media is sharing that NO GOODS or SERVICES are getting through to supply aid … and that the Junta has stockpiled everything that has come into the country so far … do you really think this is the best time to go out with an eAppeal for donations to get more supplies? ”

This morning’s lead story in the Washington Post was about how Americans have not been as generous as in previous disasters.  

Why … because as much as free media drives traffic … if can also suppress traffic! 

I will agree that there are other factors affecting giving levels such as the continuous bad news regarding the economy … and the current election cycle … but historically we have seen significant numbers of donations for disasters even during tough times.

Here is a “BIG LESSON LEARNED” … you need to create messaging that is in tune with the free media that is covering stories … it would have been much better for organizations to talk about how they are staging supplies and are ready as soon as there is agreement with the Burmese government to go in with aid and workers to reach the people that desperately need our help. 

Just today the government has announced that they will now allow aid workers in … finally some good news for the victims  …  but, Americans are now starting their holiday weekend … bad timing! 

As far as the crisis in China … media broadcasts are sharing the devastation … but we are not seeing the individual cries for help we saw during the Tsunami.  It is that personal face that made all the difference in the generous outpouring that we saw during those horrendous disasters of 2005.

I am certain that all of the aid organizations have a disaster  fundraising plan in place … but it requires more then the technology to go up in a moment’s notice on the Internet and activation of call centers … it requires ensuring that your messaging is in tune with what is being reported.  Those two factors in combination can take advantage of a positive fundraising environment - while providing the aid so desperately needed. 

On a personal note … I hope that each of you will take a moment to remember those who have done so much for our country … have a great Memorial Day weekend.

Regards,

Sue

Okay so everyone is running tests on how they can improve their websites with tweaks here and there … varying their donate buttons in size, shape, and color … I certainly agree with the old marketer’s creed “Test Test Test” as a way to find out how effective current placement of your donate button and even the wording of “Donate Now” vs. “Give” vs. “Donate”.  My concern is starting and stopping with … The DONATE button.  For all too many organizations, it is the alpha and omega – the beginning and end – of their online fundraising efforts.

So what’s wrong with simply having a ‘Donate’ button on your organization’s Web site?

Nothing … and everything.

Consider your own experience of browsing a “competitor’s” site – or even your own site. Sometimes you can’t even find the ‘Donate’ button, and when you do locate it, ‘Donate Now’ is an incredibly passive ask. It does nothing to find or motivate potential donors; it just sits there waiting for constituents to find it.

Once discovered, clicking on the ‘Donate’ button more often than not precedes an unpleasant online experience that tries the patience and perseverance of even the most dedicated contributor.

How does an experience like that build or grow a relationship with a valued constituent?

After all … that is what it is all abut … Building relationships with current and potential donors.  Online technologies and tools provide an enormous range of opportunities – with varying points of entry – to recruit donors, identify their personal interests, make targeted pitches that will engage them and cause them to respond on your behalf, while continuing to cultivate and steward them for ongoing financial support.

Most nonprofit Web sites have essentially three goals: To inform, engage and raise funds. So why not give your online fundraising about one-third of the space. Don’t just make it a button. (DO make your button easy to find, but don’t stop there.) Tell personal stories about your cause, the people you help … and why donor support makes a difference. 

So, go ahead with that “Donate” button. But make it just one part of a larger, more successful online fundraising strategy.

Regards,

Sue

Last week I spoke at the Association Foundation Group’s annual conference.  As I was creating my presentation (now don’t laugh – they had this fish theme going) Lure Them In …Can Interactive Marketing Work for You?  I began thinking about why do people join or donate to organizations and associations.

Now I belong to a number of associations … okay so most of them are business related … yet they all provide me with some similar benefits.

•          Networking Opportunities

•          Continuing Education, Training and Resources

•          Critical Issues (Advocacy)

•          Publications and Updates

•          Job Banks (don’t tell my CEO)

What did these various associations do that caused me to join in the first place and continue to renew my membership and support year after year … well they …

•          Clearly outlined the benefits of membership

(some even threw in a backend premium for joining or renewing)

•          Built a relationship with me

(sharing the latest information and keeping me updated)

•          Shared how my membership and contributions made

a difference with personal stories

•          Sent me numerous calls to action

(both to advocate and to donate)

•          Ensured ongoing cultivation

(guaranteeing I would answer a future call to action!)

How did they accomplish all these wonderful things?  Okay so they did used a number of traditional methods such as mail, phone and face to face asks … but each embraced technology with email updates, newsletters and built a community of members where I could go to ask questions and get answers. 

If your organization wants to build its membership base or acquire more donors you need to ask yourself - What are you doing that will inspire someone to join or donate?  Have you outlined the benefits?  Are you sharing personal stories of how their membership or support is making a difference?  Are you continuing to stay in touch with updates?  Have you embraced technology to acquire and engage your constituents?

If the answer to all these is a resounding yes … then you can’t help but be successful!

Regards,

Sue 

Does your website really reflect your organization and what you do?  Is it easy to navigate?  Are messages clear or are the priorities so many that none are accomplished effectively? 

How do you know when things have gotten to the point where your organization’s entire Web presence has to change too? How do you know when you have to contemplate the expense, the time and trouble it takes to redesign your Web site? 

Listed below are ten signs “it is time to redesign” from a colleague of mine Kathy Wahlbin, SVP at Virilion. 

1. Your organization has rebranded since you last designed your Web site.

The old design that fit your old strategy so well may now be marching out of step in the digital parade.

2.  You are trying to reach a new audience.

A new audience, especially a younger one, has different needs, wants and priorities than those reflected in your existing site.
 

3. Your organization has launched a new product or service in the last six months.
 

Unless you designed with changes in mind … it might just be time to redesign your existing site to accommodate new program launches.
 

4. Your competitors redesigned in the last year.
 

Use your competitors as a benchmark, but aim higher and learn from their mistakes. (You know they made them.)
 

5. Different departments of your organization launched separate Web sites in the last year that are not part of your existing overall look or web strategy.
 

It’s time to corral them. Keep them uniform and ensure that they are delivering the same message about the organization … not blurring your priorities and diluting the power of your brand.
 

6. You still need to call in a technical expert any time you want to make a change on your site, no matter how small.
 

No organization can meet the audience demand for regularly updated content if it has to rely on technicians to make every change.
 

7. It has been more than three years since your last redesign.
 

What are you waiting for?
 

8. You don’t have ways to “engage” your audiences actively.
 

You are missing opportunities to develop your relationship with your audiences and deepen loyalty. Engagement can be as simple as signing up to receive more information … or as complex as making a donation.
 

9. It takes more than four steps for a person to do what you want them to do on your site.
 

The more steps it takes, the more likely they will be to quit … and leave.
 

10. Aging Baby Boomers and other constituents with physical limitations cannot do everything on your Web site that other people can.
 

Older Boomers – and others with physical limitations – are increasingly put off by the small type, short text links and tiny selection boxes that characterize all too many Web pages.

We know from recent Harris Interactive / Virilion DonorPulse Survey … that 69% of people go to an organization’s website before making a gift. What is your storefront saying about you?

Regards,

Sue

This week I had the opportunity to go to a dinner honoring 3 great Americans who put others first in their work day in and day out.   Rep. John Conyers, who worked for passage on so many bills including fair housing, and voters rights … housing advocate Patricia Rouse, who co-founded the housing advocacy organization Enterprise Community Partners with her husband, James Rouse, in 1982 at their kitchen table, and since that time has provided over 8 billion dollars toward affordable housing across the USA … and journalist Soledad O’Brien, who puts a human face on major news events, such as her documentary where young people affected by Katrina told their own stories, putting a real face on poverty in American today.     

Why would I mention this in my blog?  Because every now and then I need to reaffirm why I go to work everyday … why I chose to work in and for nonprofits as a career.  When you hear the outstanding contributions folks like these and millions of others make each and every day … it simply confirms my decision all those years ago … this is where I need to be.

So no matter what new exciting fundraising tool or strategy comes on the horizon that captures my attention … the bottom line … it is all working towards one goal … to help organizations raise dollars to fulfill their mission … and more important the people they help.  I am sure many of you have a similar story. 

Just a thought for the weekend.

Regards,

Sue

Every now and then I think it is not such a bad idea to dust off an old article … especially one that is particularly relevant to current issues.   This spring is no exception … natural disasters are dominating the headlines … both in the USA and overseas.  The images we are seeing and stories we hear are heart breaking … we feel compelled to do something … after all this is what makes America great … we are charitable to those in need! 

Having worked for a large humanitarian organization I have seen how the generosity of donors makes a difference in the volume of assistance provided.  But it is not just large scale disasters that get donors to open their pocketbooks … it is smaller emergencies as well … many that don’t make the front pages.  

At some point most organizations large or small might just have to respond to an emergency.  I wrote an article several months ago for Fundraising Success Magazine outlining steps nonprofits need to take in order to be ready to reach out for support.  Are you prepared?

Regards,

Sue

When I read that a nonprofit organization went from raising $25,000 in 2006 to $275,000 in 2007 … and anticipated over $500,000 in 2008 from a combination of branding, technology and a healthy dose of competition then I want to know … WHAT DID THEY DO?

Camp Oochigeas based in Ontario Canada, is a 400-acre campsite created for children suffering from cancer.  The camp holds a 10k every year to raise money.  So what happened in 2007 that resulted in a huge jump in dollars raised?

They empowered their volunteers, donors and supporters! 

Through the use of technology Camp Ooch provided convenient, ready made online fundraising kits, complete with personalized fundraising pages … allowing their small in-house staff of 2 to multiply into the hundreds! 

Friend asking Friend … People Giving to People … ahhhh the basics!

You can read the complete story about how the organization … created a fundraising challenge, promoted their brand and used technology to reach new constituents! 

Regards,

Sue

P.S. I was asked by one of the readers to further explain my comments from yesterday’s blog.

I am all for the next “big idea” and this certainly fits into that category … but I hope that Google takes it a step further … and in addition to providing this service … consider adding a networking search option that will allow folks to type in an interest that could take them to specific organizational networking page … after all they are the Search People.  

My thought was a similar to the current Google Search model … allow a user to go on “Friend Connect” … search for and find a social networking group with which they have an interest.  The person doing the search finds a group and organizations benefit from searchers being sent to their sites.  Pretty simply really.

What if every website were a social networking site?  Or at least had the capability to be a social networking site?  

Once again Google is out in front with the latest in technology thinking as it announced yesterday another step in the evolution of social networks.  Googles’ free service called “Friend Connect” will allow any website to become a social site.  “Friend Connect” allows the user  to create a web page posting names and pictures of friends along with messages.  (Yep that sounds like a social networking!)

The mind boggles! 

For now the service is limited to a few … but Google anticipates it becoming widely available over the next several months, according to an article by Washington Post staff writer Peter Whoriskey. 

Not every nonprofit is going to want their website to be a social site … but wouldn’t it be fantastic to allow friends of an organization to share amongst themselves and with others information about your programs and cause … without having to go to one of the social networks to post information.  This puts a whole new complexion on using social sites to engage constituents … not to mention resolving issues around resource and time!

However, before you all run out and drop your Facebook, MySpace and YouTube pages … remember “Friend Connect” will be a great tool to add to your fundraising kit … but you still have to get folks to your site in order for them to become engaged.  (Think this could be why Facebook and MySpace announced last week initiatives to make it easier to move information across social networking pages?)

The main reason for nonprofits to be on social networks is GO WHERE PEOPLE ARE CONGREGATING … and engage them in your issues and cause … and ultimately to drive them to your website to find out more and take an action! 

I am all for the next “big idea” and this certainly fits into that category … but I hope that Google takes it a step further … and in addition to providing this service … consider adding a networking search option that will allow folks to type in an interest that could take them to specific organizational networking page … after all they are the Search People.  

I am certain this discussion amongst nonprofit fundraisers is just beginning … but look how far we have come in just two years with social networks …  I can’t wait to see where we will be in another 2 years.

Regards,

Sue

P.S.  Just a quick reminder to be sure and join us at Virilion for our webinar around the DonorPulse Survey conducted with Harris Interactive June 5th.  Simply contact Mimi Carter mimi@virilion.com to be be added to the guest list. 

As many of my friends know, I have a passion for cycling.  Now be honest … how many of you saw pictures of Lance Armstrong winning the Tour de France and thought of those heady days during your youth on your bike … racing up and down hills, the wind whipping past your face … and felt the exhilaration! 

I still love to get on my bike and ride … primarily on the flats, and my ‘racing’ is done downhill … but there is still the exhilaration!  I also love to watch cycling … so for this Mother’s Day after lunch with the youngest … I headed home to watch the beginning of the Giro d’italia!

The 22 teams for the Giro are each made up of 9 men … who, for three weeks, have one goal in mind … to get their team leader to the finish line in the fastest time.  Everyone on the team from the riders to the mechanics to the managers have agreed that achieving this goal is the top priority. 

This wasn’t always the case … pre Armstrong … you would often see two teammates competing to be the team leader … dividing loyalties and making it almost impossible for either to win. 

How many times have organizations had competing goals of what the priority of their online presence should be?  How many times have these different goals and objectives hampered the other’s success?  

Many of you are challenged by your organizations to educate, advocate and raise funds.   The most successful nonprofits are those that have sat down and determined the primary goal of their website and online communications.  And yes … most likely it is all these things … but one goal has to take precedence over the others.   Only when the top goal has been identified and agreed upon by senior management and all departments can all goals be successful.  

In cycling … getting the team leader to the finish in the shortest amount of time is goal #1.   Has your organization determined its #1 goal and is everyone working towards it? 

Regards,

Sue