Strategic marketing for nonprofit organizations,seo link building 2014,social media marketing facebook pdf - PDF 2016

Mixing up fads and trends often leaves executives frustrated, confused, and - worst of all - fearing innovation. Why do some people make a donation (or a few) to a cultural organization and then simply stop giving?
Want to increase the chances that your organization’s initiative will inspire action on behalf of your mission? Before you skim ahead and chalk up these issues to “semantics,” consider that when a term is used incorrectly by leadership within an institution, other members of the organization begin to use it in the same way. Misusing (or perhaps unintentionally “redefining”) important concepts for strategic evolution happens constantly. Cheating ourselves by not truly considering the meanings of these words may be playing a role in declining attendance to visitor-serving organizations and their increasingly grim business models. It seems that when someone asks, “How can we make our organization more relevant?” the proposed solutions involve tactics that are current (e.g. Without a doubt, fostering engagement is critical for securing support in the information age.
These “matters of semantics” are playing big roles in the progress (or lack thereof) of nonprofits and visitor-serving organizations. My hope is that by identifying these “cheats” we may open our minds (and our mouths) to having bigger, more meaningful conversations about the future of our own organizations and nonprofits at large.
I cannot help but notice that the Boards of Directors of many large nonprofits are missing representatives from a critical current constituency – millennials. Missing millennial representatives on the board doesn’t necessarily mean that there aren’t loads of important conversations taking place about how to better engage millennials. To be fair, there are some organizations that are moving forward and integrating millennials into their boards and strategic decision-making processes. With all of these reasons why it is absolutely critical to add quality millennials to your nonprofit’s board of directors, it makes me wonder why I don’t have many friends on the boards of larger nonprofits at all? Generational change and progress are inevitable – and they are horrible reasons to cripple the evolution of mission-driven organizations.
Many nonprofit organizations misunderstand the increasing costs of advertising – and it’s costing them dearly. When it comes to budgeting for a necessary advertising investment, a tremendous challenge confronting many nonprofit organizations is a reliance on precedent behaviors to inform our future planning efforts.
Though you may be spending more, you are probably getting less return on your advertising investment than you were a few short years ago. For instance, in my experience, even forward-thinking organizations keep their annual ad budgets relatively stable (“Hey, this is how we’ve always done it!”) and will sometimes add 5-10% if there’s a special program or campaign taking place that they’re trying to promote.
As additional examples of advertising costs, within the same five-year duration, the chart indicates that the costs of a 0:30 second advertisement during the Super Bowl and Grammy Awards broadcasts have respectively increased by 60% and 105%. In the simplest terms: Yes, on average, your organization will need to have increased its advertising budget by at least 40% in order to match your advertising efforts of five years ago. In the end, it’s a lesson in business and economics: You cannot just throw a bit more money at something year over year and get mad when you don’t get correspondingly “more” in return. Compounding matters is the fact that – despite an abundance of the well-publicized reasons why it is a terrible idea – many organizations trying to balance budgets still seem to cut the marketing budget first. This may be particularly relevant for visitor-serving organizations (museums, theaters, symphonies, gardens, aquariums, zoos, etc.) as these types of organizations are having a rough time meeting attendance goals. It’s a tough pill to swallow for traditionalists and specialists within organizations, but marketing is increasingly important for the survival of your organization.
Last week I wrote about six reasons why membership and development departments should be involved in their organization’s digital engagement strategies. Before we dive in, there’s one thing that you won’t find here: social media for social media’s sake.
Content that offers a deeper dive into your mission (which we know is an increasingly important factor aiding in membership cultivation) may not yield the same volume of vanity metrics as content that is aimed to provide reach rather than deeper engagement. Simply put, organizations should comprehensively integrate their digital and “real life” membership cultivation strategies. Some quick social care stats: 47% of social media users engage in social care and one in three social media users prefer social care to contacting an organization by phone. So how long do we have to respond to questions and interact after a posting on social media? I reference these statistics because to think that the membership department is the sole or even the primary point of contact with members is a woefully outdated perspective on the membership experience. Successful online engagement requires that you are active in cultivating and maintaining members on digital platforms. This tip is sweet, simple, and effective: Twitter allows you to make private lists of Twitter users that are hidden from the public. From Google searches to Facebook newsfeeds to online advertisements – nearly every part of an individuals’ digital experience is increasingly personalized. Sharing is caring.  As addressed above, responding with gratitude to positive sentiment shared online can go a long way and create a personalized touch-point.
Once your best practices are down and the importance of maintaining and cultivating members online (or the notion that not all digital audiences are equal) is internalized, go ahead and bump things to the next level. Steal-worthy example: The National Aquarium recently carried out an Instameet for select audiences who were particularly active on Instagram. If your organization has additional strategies for creating a strong rapport with members and donors online, please share them in the comments! I’ve posted briefly on the dangers of separating “digital” and “marketing,” but this topic arose quite explicitly on the very first day of the annual MuseumNext conference last month and was inspired by a presentation from museum pro, Koven J. This idea was a small part of his argument (check out more of his rich thought-fuel here), but I think he’s onto something big…something that I observe everyday in my work with well-intentioned nonprofit organizations: We are breeding a culture of misunderstanding around the important role of “digital” in the future of our organizations and, frankly, it imperils the vibrancy of the very future that we are trying to ensure.
Digital engagement and engagement are one in the same – they are both about people and behavior. This, too, was a very popular topic of conversation amongst the thought leaders at MuseumNext: The very real-time nature of digital platforms necessitates different behaviors online than would take place in similar offline situations. To paraphrase another point made at MuseumNext: It’s okay (and maybe even cute) if your grandmother doesn’t know what Twitter is or how exactly it is used. When the digital department becomes a dumping ground for all things tech-oriented, an opportunity is lost.
Basically, when people in organizations stubbornly section out “digital” as something associated simply with technological skillsets, they are admitting to being out of touch with the very people that they are trying to serve. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
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The question before the Supreme Court involves states rights, and governors around the country will be watching. Final Event: Race to the Finish As quickly as you can, add hyphens, apostrophes, commas, and semicolons to the passage below. College professors encourage their students extensive vocabulary and 50 word compound complex sentences. Much college writing includes perfectly structured paragraphs with an introduction three or more supporting sentences and a conclusion. Did you insert two semicolons, five to seven commas (depending on whether you use the serial comma), three apostrophes, and five hyphens? Many middle-aged (not middle-age) people plan to work beyond the age of 65 (not age 65). Our system administrators have identified an issue with one of our mail arrays related to a hardware failure of one storage member in the SAN. A creative yet pragmatic communicator with award-winning experience in narrative storytelling and news production.
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Review your older jobs and accomplishments to be sure the language still communicates well. For instance, if you are more than 10 years out of school, drop your college activities unless they communicate something unique and amazing.
Imagine this situation: That job you held from 1993 to 1996 was once a significant part of your resume, worthy of five bullet points of accomplishments.
Just as emptying your closet of old clothes helps you focus on and build a new wardrobe, eliminating old resume details helps you focus on and build a case for the newest phase of your career. Replace some of the text with concise bullet points if you have chunks of text that are longer than three lines.
Replace typefaces such as Times New Roman and Book Antiqua with a sans serif typeface like Trebuchet, and see if you like the difference. Experiment with incorporating a strong left alignment rather than centered headings, to communicate energy rather than formality. College instructors sometimes ask me to recommend a text to use in their business writing classes. I'm pleased to announce a complete new communications curriculum for college instructors. One of my many favorite learning activities from the curriculum involves revising relationship-busting statements. If you are a college instructor, you can find about more about the free curriculum and how to receive it. If you are not a college instructor but want to try your hand at revising the statement above, please do!
If you are holding back, thinking Well, it depends, you are with The Gregg Reference Manual.
Good proofreaders catch errors that would embarrass, torment, and diminish us if those errors appeared in print or online.
If you have made certain style decisions on your own—for instance, you use Canadian spelling because you have Canadian clients—let your proofreaders know that. This planning document is intended to help nonprofit organizations conduct an audit of your current marketing communications, as well as your goals for the year.


As a nonprofit organization, your day is spent taking great care of your donors and supporters. A primary concern of not-for-profits is strengthening the relationship with existing donors and supporters. As a nonprofit professional, you’re aware that your donors are being asked to support more and more charities and to do so more frequently. Please use newer version of your browser or visit Internet Explorer 6 countdown page for more information. When these important – and, definitionally, misunderstood – terms become “cheat” words for industry evolution, problems emerge.
I see it in my work every day – not to mention in public communications from nonprofit CEOs. It’s certainly not helping us correct the effects of negative substitution facing the industry. Here are those four words that nonprofits often “cheat” themselves out of by (knowingly or unknowingly) redefining their meanings.
The more folks feel a connection with your organization by whatever means, the more relevant (yes, the real meaning of the word) an organization may become. Industry misuse of the word “digital” may be the entire reason why many organizations aren’t very good at translating it into visits, membership, financial support, or even lasting engagement. Here are five reasons why conceptually separating out “digital” is a problem that is making it harder for nonprofits to succeed.
Many industry resources supposedly focusing on “the future” are actually communicating about emerging trends that are happening right now…and when we call them “the future” we do ourselves a grave disservice for several reasons. I’m a millennial serving on the Board of Directors at the National Aquarium during an incredibly important time for the organization’s future. Here are six, critical reasons to call up the nominating committee and work on getting some impressive millennials aboard your nonprofit Board right now. Until Generation Y came along, baby boomers represented the largest generational cohort in the United States. Moreover, millennials will eventually dominate a very, very vast majority of all government leadership positions…mandatory government retirement policies dictate this math.
Engaging millennials requires new ways of thinking about marketing, development, human resources and operations, and even new strategic practices regarding things like membership. We live in a world now where everybody (not just millennials) increasingly look to real-time platforms to make decisions. Despite a strange want to promulgate the concept that millennials never do and never will actively contribute to nonprofit organizations, data suggests that most millennials actually do contribute. For many of us in the communications space, tis the season of spreading tough-love  in the hope that nonprofit organizations don’t hamstring themselves with a flawed “save one’s way to prosperity” approach to budgeting for marketing expenses – especially social media and advertising. The advent of digital technologies amplified by an increasingly platform agnosticism market have rendered many of the traditional “rules” of advertising obsolete. The few percentage points that organizations add to their advertising budgets each year is simply insufficient when contemplated in the context of the escalating costs of advertising.
The thing is, while organizations think that they are spending more (because they are actually spending more), they are increasingly getting less. The chart indicates examples of observed advertising costs during the last five years.  For relativity purposes, the escalating cost factors have been standardized and charted as index values.
We can simply TiVo, Apple TV or On-Demand our way out of most ads on our favorite television shows because we watch these shows at our convenience.
If you’ve added less than 40% to your budget, then your organization may actually be achieving less advertising impact than you were in 2010.
If you’re not increasing the budget at the rate of what things cost, then you’re actually getting less. This lesson seems particularly challenging for nonprofit boards to understand when they are confronted with a proposed increase in the advertising budget. The anxiety associated with this causes organizations to deny data and do a lot of dumb things (and maybe some more dumb things) that will hurt them even more in the long run, and cutting marketing budgets in the Information Age is another one of them. For many of the most successful organizations, marketing is at the center of strategic conversations. Here are 11 near-term opportunities that will help more deeply engage and better connect with your audiences on digital platforms. That is because social media for social media’s sake is a distraction from your organization’s goals. In other words, posting about your mission won’t always get as many likes as, say, a funny meme related to your organization or its cause. If they are isolated from one another, then your organization may be missing the point of utilizing digital platforms to cultivate and maintain members and donors (i.e. The way that we have observed this demand for communication made manifest in the digital realm is via social care (or social CRM).
A member isn’t going to necessarily call and ask to speak with membership when they have a question. Edison research suggests that 42% expect a response within an hour or less and 32% expect a response in half an hour or less.
Today, membership and development must work intimately with marketing and PR departments (or whomever principally manages social media and social care).  If social care is not prioritized, all departments feel the effect. It’s critical to meet and exceed expectations by actively reaching out to members to heighten a sense of personalization online. It is beneficial to start building a list of social media usernames and handles for members – and noting those who are particularly active.
It’s quite simple to create distinct lists of users based on a collective affinity or behavior (eg.
TripAdvisor allows you to access a management dashboard and responding to select reviews is a good practice. Data suggest that email is less effective in reaching large quantities of people than it was even a few short years ago. The changing role of email and the increasing expectation of personalization underscore the importance of creating opportunities for your audiences to “go deep” on information that is most interesting to them. It’s also wise to remind members that’s it’s okay (if not encouraged) to share socially during membership events. Only then is it a good idea to create membership contests or experiment with social media “bells and whistles” that you believe (after actually listening to what your audience wants) will result in cultivation and retention. Or, just because you create an initiative for members doesn’t mean they will use it – regardless of how cool and “social media-y” you think it is. The importance of utilizing digital platforms to cultivate and maintain donors is one of those topics that often gets categorized as an important thing to think about in the future – but is actually an important thing to think about at this very moment.
For visitor-serving organizations, a website visitor is still a visitor (a person connecting with your brand and mission). For instance, a businessman may not check out your collections (if you’re a museum, for instance) at 10am in his pajamas “IRL.”  But, he can do so digitally…and that changes how we need to think about collections, engagement, social care, image rights, accessibility, membership retention, donor cultivation, and donor discovery. It’s absolutely NOT okay for today’s leaders, fundraisers, curators, and administrators to not be minimally facile with Twitter, Facebook and basic platforms or means of modern day engagement. Good tip for organizations whose solvency depends on making connections with the market: Don’t hire people who live in holes. But if “digital” is considered too much of an “other,” then it forces web engagement teams to operate on their own. Your organization is trying to effectively serve a social mission and it has important work to do. Buyers looking for beautifully appointed two and three bedroom contemporary homes with open floor plans will want to visit this high end development. Whether they live in New York, New York or Cairo, Egypt, people like to feel included and informed. Professors and teachers admire academic writing however readers needs on the job are different.
Although business writing contains elegantly structured chunks of text it also features one sentence paragraphs. If not, you are just in time for our final online punctuation class, Punctuation for Professionals, on May 19 and 26. Proven ability in written and visual communication, with particular expertise in social media. Eliminate early jobs such as working in a frozen yogurt shop (unless you are applying for a fast-food management position) and acting as a camp counselor (unless you are still in the counseling field).
For example, the SUMMARY OF QUALIFICATIONS shown in Tip 1 above includes this list, which might include links to online samples (indicated by underlining): letters, emails, op-eds, social media, and speeches. Your resume should make you feel pleased, proud, and confident as you move into your future. Both instructors and students can benefit from the tips on completing the assignment--tips about the purpose of the message, its audience, the communication strategy, and content. Students first recognize why the instructor statements below are relationship busters. Don’t be the person about whom the proofreader says, “He insists it be this way despite what the dictionary and style manuals say.” And if you don’t understand a change your proofreader has made, ask questions to understand the correction rather than automatically reject it.
Make proofreading a priority.Proofreading is as essential as planning, writing, formatting, editing, and printing. But I knew that Nordstrom had been open a few days earlier because my daughter told me she had stopped in.
Nordstrom did not intend to turn away business from the many travelers who did not know about the old Nordstrom location.
They record too much information--information that no one wants or needs beyond that moment in the meeting. By the time the notes get distributed, none of the information is likely to be relevant. Sometimes, that means you have little time left over at the end of the day to take care of your own organization … and bring in new donors or supporters. Research shows that it usually costs less to retain and motivate an existing donor or volunteer than attract a new one. While it seems like a no-brainer, the first step is to actually understand what those words mean…because it seems that many executive leaders and staff members may not.
At the very least, the organization (if not the industry) is destined to be laggard until we either get the meanings right or someone creates a NEW word to represent the thing that the original word should have meant in the first place.
Perhaps it’s because I’m a digital native myself, or because I work primarily with Baby Boomers to whom these words may seem relatively new in a contemporary context, or because I’m constantly in the thick of conversations regarding strategic change with my clients…but I find myself consistently feeling like Inigo Montoya (without the cool ‘stache) when words like “relevant,” “digital,” “engagement,” and the “future” come up.
But what if the question was phrased, “How can we make our organization more meaningful to our constituents?” (That, folks, is the true opportunity embedded within the word “relevant.”) When we use or interpret “relevant” to mean “current,” we miss the boat on more important conversations with greater potential to elevate individual organizations and the industry at large. Being current can certainly go a long way in making your organization more relevant to individuals, but promulgating the use of “relevance” to instead imply “current” shortcuts important conversations about how to actually connect with constituents and inspire them to act in the interest of your organization’s mission. Here’s a truth bomb: “Digital strategies” are actually real-life, human-being engagement strategies.


I’m grateful for this opportunity…but I also know that I’m one of relatively few millennials on the board of a larger nonprofit or a museum.
However, at nearly 90 million strong, millennials have baby boomers outnumbered by an estimated 20 million people. Moreover, Gen X (which is only roughly half the size of Gen Y) is simply too small in number to give birth to a future, large generation. Inviting millennials onto your board helps ensure that your organization’s best interests are best protected. Millennial board members may provide valuable perspective regarding their own peer group and generational mindset.
People want to assess an organization’s promise, reliability, trustworthiness, and impact on their own – guided largely by perceived transparency. Yes, millennials donors exist and your organization is probably messing a lot of things up trying to engage with them even if you think you’re doing it right.
Increasingly, advertising is not an optional expenditure – it is a basic cost of doing business for any organization that relies on the time, engagement, or concern of audiences (…which happens to be most organizations). The communications world – and, in turn, the advertising world – is in a period of significant revolution and reinvention. On digital platforms, sometimes organizations get so caught up in showing off their use of social media tools that they forget that those tools have a purpose – strengthening the relationship between an individual and your organization.
While there are many things that may be done to cultivate members online, making sure that you’re posting the right kind of content is among the most important. At its most basic, social care is responding to and communicating with folks who post on your organization’s social media channels. Moreover, various sources are increasingly reporting that the market’s expectations are growing. Actively engaging with all constituents is a smart move, and this can be done by commenting on or liking Instagram posts, public Facebook posts, or even blog posts that reflect positively on your organization. This can be done over time by asking members for their handles for the networks upon which they are most active. This may be done by creating more specialized email lists for those with a particular interest related to your organization (e.g.
If you’re trying to cultivate community at the event by using a hashtag, make sure that the hashtag is provided before the start of the event. The difference is the platform (“connection point”), and the goal is the same as “in real life.”  Digital – when it is used with audiences – IS “real life” and organizations will benefit from treating it as such. Personally, finance isn’t my innate passion – but I’m a professional, functioning adult and, as such, I make an effort to understand the basics of how the world around me works.
When “digital” devolves into a language that certain employees cannot speak or a thing that they’re allowed not to understand, they become more removed from the world that we live in.
When new things come to light in your job search or profession, share them with your network. Business writers will use a one sentence paragraph when they want a statement to stand out.
Apply these tips to make your resume fresh and representative of who you are today, with an eye to tomorrow.
Assignments cover explanations, requests, bad-news messages, inquiries, solicitations, messages saying no, complaint resolutions, a range of job-search messages, and other pieces. Instructors can never be sure where students may go wrong with a writing assignment that requires them to imagine themselves communicating on the job.
The course, Business Writing That Builds Relationships, developed out of my long-standing interest in diplomatic, relationship-building messages at work. Proofreading is finding and correcting errors and inconsistencies in documents that are virtual final drafts. Know that occasionally something will slip by even after several editors and proofreaders have reviewed a document. Readers are wondering not only Why are the doors locked? They want to know Can I shop today? Yet not providing more information caused readers to assume that they could not shop on a busy Saturday when they were ready to spend money.
Once completed, you should have the information needed to create a comprehensive marketing plan. The good news is there are tested and proven marketing tactics to keep your organization thriving and doing its great works. Personalized communications, driven by digital print solutions, can effectively engage these constituents with relevant information. Interestingly, it seems that the meanings of these four important words have been jumbled together. It heightens an organization’s ability to foster feelings of affinity that motivate a desired behavior. Simply put, America’s birth-over-death rate is not increasing at the historic rates established by Baby Boomers.
If your organization is actively trying to engage millennials, then it’s doing something smart (for the reasons mentioned above), but if it’s doing it without also empowering millennials where it counts (in the Board Room and the future of your social mission), then the story is incongruent. And, organizations aren’t solely deciding that this should be the case…the market is deciding for them.
This certainly doesn’t mean that membership-aimed contests, promotions, or even digital membership lounges aren’t necessarily good for your strategy – but what I’ve aimed to do here is compile some immediate ideas to provide a solid baseline of best practices for better engaging with your members and donors.
Social care is important for engaging and cultivating all audiences, and is particularly critical for members as a lack of response to a member on an online platform bears greater risk of alienation. Again, this is a best practice among all audiences, but may have particular payoff as a touch-point in the mind of a member when considering renewal of their membership. This can (and arguably should) also be done by making notes of user handles when they self-identify as members on social networks. As your lists grow, you will be better able to keep a pulse on your members and interact with them to provide more personal, real-time touch points. Don’t forget to write a quick (and public) thanks to those who write a positive review and mention having become a member or donor! If you’re utilizing social care and paying attention to your audiences and they still aren’t participating in your initiative – that initiative simply may not be an effective one in strengthening engagement. This kind of initiative benefits the organization through both marketing and development departments.
That excuses and further cultivates an out-of-touch team… and that could be deadly for the future of your organization. But join the conversation and start thinking more strategically about organizational goals and creative engagement. My friend Sarah began a job search on September 1, 2007 and ended it three months later, nevertheless, she still networks. Her interest in our work stems from her experiences working with immigrants on the Mexican border, when she attended college in Las Cruces, New Mexico. If you need additional assistance, work with a marketing services provider, like Allegra, to help you put together a strategic plan that will drive results.
This paper provides best practice solutions as derived from a study of PODi’s Digital Print Case Study Collection.
Technological skillsets come in handy when deploying tactical, isolated aspects of these strategies.
This statistic alone should be more than enough to make executive leaders pause to consider the future of their organizations. This means that millennials will remain the largest generational demographic in the United States for a much longer period of time than did the Baby Boomers – or any prior generation to date. As I say in nearly every post: Organizations can sometimes determine importance, but the market determines relevance.
A good step forward is shifting from a focus on “likes” to “shares” and here’s a better way to think about social media metrics in general).
This kind of active appreciation of positive word of mouth lets folks know that you are listening, value their feedback, and “touches” folks on their personal platforms. The latter approach aids the former, as it allows you to assess which members are most active on digital platforms. In other words, provide a source of information for folks who have a special interest in a topic related to your organization. This is the stuff of Online Sharing 101: Provide the tools that enable folks to do what you want them to do. Instead, listen to your audiences and create initiatives that fit how they are best engaged online. If we didn’t deeply believe that “digital” was aligned more closely with technological skillsets than brand strategy, then we probably wouldn’t still be making these mistakes (i.e.
It’s okay if you don’t know CSS (of course), but understand what the CSS is trying to achieve. Basically, if we conceptually divide “digital” from the strategic functions of the organization, then we lose the very benefit of being “digital” – creating connections to people and creating meaning that will inspire a desired behavior (e.g. Avoid calling, pinging, emailing, or standing over your proofreaders while they work—and dissuade others from interrupting them.
Because I cringe when I see the phrase “thanks-you notes” in my book Business Writing With Heart, knowing that two proofreaders (including me) carefully reviewed it.
In other words, “digital strategies” are not necessarily about platforms, but about people. Moreover, millennials will begin to tip the scales in buying power in the United States next year, and our economy will be feeling the impact by 2017.
Digital assets provide another, exciting (and often just as personalized) touch-point that makes up the membership experience.
Note this information in your member or donor CRM because, again, a member online is a member offline. Before you give a piece to a proofreader for a final review, make sure it has already gone through its rounds of revisions, if necessary.
So executives should really stop saying, “I don’t understand that” as an excuse for digital illiteracy. This actually translates into, “I know nothing about how to engage our audiences – particularly on their preferred platforms – and I probably should not continue to hold my current position given how remarkably unqualified I am relative to the moment.” The data is pretty unassailable on this front.
After all, if you aren’t going to defer to their knowledge of grammar, punctuation, and usage, why use them at all?



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