Martin Letter.Abovethe Clutter[8]

T H E martin L E T T E R Published by MGI / Services and Counsel in fund-raising and communications Rising Above the Clutter By John A. Martin, CFRE When times are tough, integrated fund raising and communication strategies matter more than ever. Yet for many non-profit institutions, maximizing communications potential is a difficult task, often taking a back seat to the more pressing issues of service, annual fund raising, and organizational goals. Combine that with the fact that many institutions are insular, with message planning happening from the inside-out rather than from a more effective outside-in market perspective, and cutting through the daily deluge of consumer information (it’s estimated the average adult receives up to 3,000 infor- mational messages each day) can be a daunting challenge. ising above the clutter requires a In terms of timing, a communications pro- partners – preferably with a brand that has a R compelling message that will not only capture your audience’s atten- gram cannot start early enough. Communication helps support campaign reputation for being “trustworthy.” Trustworthy brands are becoming the donor’s tion, but be persuasive enough to hold on to goals but it takes planning and resources to roadmap through a giant worldwide bazaar it. Taking the time to craft such a message is generate positive awareness, attitudes, and in which tens of millions of other sellers are key. Rushing the process usually results in enthusiasm, to build credibility, and to sur- trying lure your donor away. “me too,” internally focused, irrelevant com- mount obstacles. It takes more than a munication, which is ultimately a waste of newsletter – more than a few press releases Special focus will be required in the case money. Many times goals are set and mes- – more than a few on-air pitches. It requires document and all literature must be specific sages developed through wishful thinking and a strategic communication plan, and the cre- with regard to the program elements of the ratified by a few senior staff and volunteers, ativity and long-term view to carry it out. It campaign. A powerful worthiness based when a marketplace perspective is what is requires the commitment from the institu- case is more important than ever today. required. Furthermore, companies often pro- tional staff and volunteer leadership and the Institutions must be prepared to address ceed with creating a message without ever necessary resources to do the job. three critical case questions: Why this organ- considering: who will hear it, what they ization? Why these projects? Why now? With want the recipient to do, or how the mes- Here are some specific things to these messages clearly articulated, communi- sage will make the recipient feel about the consider as you develop your orga- cating the importance of the mission and the value the organization delivers. nization’s communications program: campaign to the donor community becomes the primary task. Your communications program should not Institutions must strive to achieve be about changing an attitude or a behavior, “brand pinnacle.” If your campaign is to be Positioning is the basis for all of your but about creating increased awareness, successful, a concerted and deliberate com- communications. Too often institutions recognition, and support for your institution munication effort will have to be carried out. have multiple themes and taglines that con- and its important work. A positive and aggressive program must be fuse the donor community. By having one The goal is support and expansion of your devised whereby your institution expresses its meaningful, targeted positioning statement as fund-raising effort – reaching your stake- goals through “branding” and a closer work- a guide for all communications, you will con- holders with the information they need and ing relationship with its key publics. First, you vey a consistent image and, most important, a want; developing targeted and strategic com- must reach out to the “key opinion” leaders consistent message. munications and public relations activities in the donor community and enlist their sup- that build the relationships you need, today port for your institution by educating them on Identities create a brand image. Image and for the future, and creating messages that the “value” of your institution. Second, you means personality. The personality of an inform, interest and activate. must build on the relationship with strategic organization is an amalgam of many things.

MGI / Services and Counsel in fund-raising and communications Many marketing activities besides your insti- what you are saying is true. This lends credi- tution identity contribute to image. These bility to your position, and will further hold About the author… include, among others, public relations, your audience’s attention. You might consid- Joh n Mar tin has more than 30 years experi- advertising, fund raising, special events, and er having different proof statements depend- ence in the not-for profit field, on both the organizational and consulting sides. Through his crisis management. ing on the interests of your target market to consulting work with clients seeking counsel for make your message even more effective. major capital and endowment campaigns, The Opportunity. Today’s environments are Mr. Martin has earned a reputation as one of North America's top strategists for the not-for- multimedia, multi-channel, and multi-senso- While your core messages do not need to be profit sector. His brash mix of social concern and ry and digital communications, transporta- repeated word for word, the meaning behind aggressive business smarts has helped raised tion, products, and services are becoming the messages need to be clearly articulated in hundreds of millions of dollars for colleges, hospitals, human service organizations and arts global. The consumer is bombarded with every communication. Different types of com- and cultural groups throughout North America. images and messages. It is not enough just to munication vehicles may lend themselves to John Martin was chosen the 2007 Professional focus on your core competencies, quality, different ways of paraphrasing your message. Fund Raiser. He can be reached via email: martinmgi@cs.com and customer value. To achieve campaign Therefore, think of your core message as a goals it is imperative to develop a powerful framework or map so that you do not stray MGI is a full service fund-raising and communications consulting firm operating across North America. point of differentiation using branding to cre- from the points you want to make. David We consult throughout the United States and Canada ate positive overall stakeholder impressions Ogilvy, one of the architects of the advertising for a wide range of not-for-profit clients: that depict the multifaceted personality of industry, was fond of saying: “Three tips for • Hospitals and Health Care Organizations your institution. getting your message out. Tip 1, repetition. • Social Service Organizations • Private Schools, Colleges, Universities and Tip 2, repetition. Tip 3 repetition.” Post-Graduate Schools The Attributes of a Good Message. Your • Cultural and Arts Organizations • Churches, Synagogues and Religious Organizations message must grab your audience’s attention Focus on One Goal. Trying to communicate and make them want to listen to and explore too many things dilutes your message and will The experience and resources of the firm have been used by a variety of clients from well-established what you have to say. It is best if your message diminish the probability that your audience national not-for-profit organizations looking to connects with the interests of your audience, stays tuned to what you have to say. prepare themselves for the 21st century to first time start-up capital campaigns. and conveys in a clear, understandable man- ner what you want your audience to do. As Measure, Adjust, Evolve. Once you have For more information about readiness studies, audits and feasibility consultancy, please contact John at: you create your message, realize that mes- developed a compelling and relevant mes- martinmgi@cs.com or call our Toll Free Number: sages that inform are different than messages sage, continually monitor and track it to 1-800-387-9840. that intend to catalyze an action. Carefully ensure your audience is listening to you and consider your objective. interpreting what you are saying in the way you want. Consider regular surveys or focus T H E A good message is focused and succinct. It speaks to how you can solve your audience’s problem, why they should trust you, and why they should do business with you over and groups to make sure your message commu- nicates value and is compelling and relevant for your audience. martin L E T T E R above anyone else. It needs to be relevant and It is especially important to evolve your mes- in language your market understands, not sage when the market landscape changes, Publisher: John A. Martin, CFRE peppered with technical jargon or industry when a key event such as a merger or acqui- Editor: Pamela Capriotti, CFRE terminology. sition occurs, when your institution moves Contributing Editors: into a new market space or when you have Elizabeth Hamrick John Schwietz Generational Messaging. Your messages gained traction in an existing market. For MGI Fun d Raisin g Published by: need to be crafted to address the generational smaller institution it is essential to evolve the values of your stakeholders. That means you message as the company grows, changing Con sultin g, In c. U.S.A.: need to know and understand the five from a focus on acquiring investors to attract- 2925 Dean Parkway – Suite 300 American Generations and where your ing customers. Minneapolis, MN 55416 Canada: donors fit. 120 Adelaide St.W. – Suite 2500 Speak With One Voice. Once you have cre- Toronto, Ontario M5H 1T1 Repetition, Proof Statements, ated your compelling message, make sure For information on our services, Consistency. Your message needs to be car- that you train the entire organization on it. call toll-free 1.800.387.9840 (U.S. or Canada) ried out in everything you do – not just grab Speaking from a single, unified voice is a very Visit our website: the audience once, but re-enforce why the powerful tool for putting your organization www.mgifundraising.com audience should continue to pay attention. on a path for growth. Reproduction without permission is prohibited. Brief extracts may be made Include solid evidence which proves that with due acknowledgment. Additional copies are available free of charge by contacting The Editor at our South East office.

Martin Letter.Abovethe Clutter[8]

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Martin Letter.Abovethe Clutter[8] Document Transcript