Tips for Nonprofits from Industry Experts for 2010 Donors


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Nonprofits reputation, both online and off, drives contributions. This presentation gives ideas to polish your image in 2010 from experts in the fields of online marketing, branding and sustainable fundraising. To view the live version and more webinars - go to

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  • Transparency – the age of presumed innocence is over Media Regulators GuideStar Exchange Tour of an updated Exchange Report How to update your Exchange Form What’s in it for you? GuideStar audience and traffic GuideStar partners
  • We donated a sizeable amount to a local charity lieu of wedding favors. Still haven’t gotten a thank-you note. We did receive a four-page letter about the importance of their work. Too bad I didn’t get any of the credit… (See happy wedding couple attached)
  • Half of $5 to Rokia. Half of that went to millions starving in Africa. Third scenario – status NEXT to her. Thought her face next to stats would boost results up to Rokia level. But it did not. More like fact-based results. (see next slide) – dampened warm glow, de-motivated people.
  • Transparency – the age of presumed innocence is over Media Regulators GuideStar Exchange Tour of an updated Exchange Report How to update your Exchange Form What’s in it for you? GuideStar audience and traffic GuideStar partners
  • Tips for Nonprofits from Industry Experts for 2010 Donors

    1. 1. Stay Ahead of the Eight Ball in 2010: Tips from the Experts
    2. 2. <ul><li>Larry Checco – President, Checco Communications and author of Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit </li></ul><ul><li>Katya Andresen -- COO, Network for Good, and author of Robin Hood Marketing </li></ul><ul><li>Terry Axelrod -- Founder of Benevon and author of Raising More Money </li></ul>The Experts
    3. 3. |  2010 Benevon. All Rights Reserved. THE BENEVON MODEL TM
    4. 4. |  2010 Benevon. All Rights Reserved.       Giving Statistics Corporations ___________ % Foundations ___________ % Individuals ___________ % TOTAL: ___________ Source: Giving USA 2009 5 13 82 $307 B
    5. 5. CAUTION!!! A brand is not a cosmetic you apply to your organizationto make it look pretty…. A good brand honestly reflects who you are and what you do.
    6. 6. <ul><li>Good branding is far less about logos, taglines and marketing… </li></ul>
    7. 7. … and far more about: <ul><li>Quality leadership and staff </li></ul><ul><li>Accountable and ethical behavior </li></ul><ul><li>An organization’s willingness, ability and commitment to live up to what it says about itself </li></ul><ul><li>If it helps replace the word “brand” with “reputation” </li></ul>
    8. 8. A brand screams out: TRUST ME! <ul><li>A good brand quietly—and always —fulfills that pledge. </li></ul>
    9. 9. What is a brand, anyway? McDonald’s versus Frank’s Home-Style Cooking
    10. 10. A brand answers the following… <ul><li>Who are we? </li></ul><ul><li>What do we do? </li></ul><ul><li>How do we do it? </li></ul><ul><li>And why should anyone care enough to support what we do? </li></ul>
    11. 11. Branding myth #1 “Marketing and branding are one and the same.”
    12. 12. Marketing & advertising are promotional strategies. Your brand is a reflection of everything associated with your organization…
    13. 13. Including (but not limited to)… <ul><li>The quality of your work </li></ul><ul><li>Your reputation/how people view you </li></ul><ul><li>Your paid and volunteer staff </li></ul><ul><li>Your leadership </li></ul><ul><li>Your organization’s core cultural values </li></ul><ul><li>As well as the relevancy and quality of its programs, services and products </li></ul>
    14. 14. In short, a brand is nothing less than your organization’s DNA!!!
    15. 15. Branding myth #2 “Once we have an attractive logo and catchy tagline, we have our brand.”
    16. 16. Your logo and tagline are the banners for your brand. Your brand drills much deeper into the agency’s core values.
    17. 17. “ Truth is, logos don’t really do much of anything…. They don’t make you cooler. They don’t make the product better. In fact a logo means nothing. Unless, of course, the company behind it means something.” --Hyundai auto ad in Time magazine
    18. 19. Your brand is your story— not your fairy tale!
    19. 20. Branding myth #3 “Branding is the responsibility of our communications and marketing folks.”
    20. 21. Branding is the responsibility of “ EVERYONE” affiliated with your organization, including board members, staff, volunteers and clients.
    21. 22. If it helps, consider the person who answers your phones your “ Director of First Brand Impressions”
    22. 23. Branding myth #4 “We don’t have a budget to promote our brand.”
    23. 24. If you leverage your current resources—including your paid staff, volunteers and clients—you won’t need much of a budget to start to promote your brand.
    24. 25. Define Your Brand
    25. 26. Why concern yourself with defining a clear, consistent brand? <ul><li>Because it doesn’t matter how good the choir is… </li></ul><ul><li>… If everyone is singing from different song sheets… </li></ul><ul><li>It’s just noise! </li></ul>
    26. 27. Tips for getting started: <ul><li>Do the research </li></ul><ul><ul><li>Conduct an internal SWOT analysis. i.e. (strengths [ build ], weaknesses [ address ] opportunities [ leverage ] & threats [ prepare ]) </li></ul></ul><ul><ul><li>Conduct focus groups, surveys, interviews with your external audiences </li></ul></ul><ul><ul><li>Review your Website /materials (print & audio visual) for consistent, clear messaging and design. </li></ul></ul>
    27. 28. Tips for getting started: <ul><li>Create a messaging package, including </li></ul><ul><ul><li>Logo </li></ul></ul><ul><ul><li>Tagline </li></ul></ul><ul><ul><li>Positioning statement (elevator speech) </li></ul></ul><ul><ul><li>Supporting statements (talking points) </li></ul></ul><ul><ul><li>Test your messages! </li></ul></ul>
    28. 29. My positioning statement: <ul><li>Checco Communications is a consulting firm that specializes in branding. We help organizations better define who they are, what they do, how they do it—and why anyone should care! </li></ul>
    29. 30. The very good news is: You Can Do This!
    30. 31. This is your time!
    31. 32. Katya Andresen Donor Trends for 2010
    32. 33. Why do we give? <ul><li>When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to donate or act? </li></ul>
    33. 34. We gave, yes we did
    34. 35. Why do we NOT give? <ul><li>When was the last time you ignored an appeal? </li></ul>Credit: Mel Toledo, Flickr
    35. 36. We know where you live! <ul><li> </li></ul>
    36. 37. Happily ever after… except for the nonprofit
    37. 38. This is the lesson for us <ul><li>To be a good fundraiser, see through the eyes of your donors. </li></ul>Credit: Suzee Que, Flickr
    38. 39. Trend alert: 6 big trends <ul><li>Impact </li></ul><ul><li>Involvement </li></ul><ul><li>Impulse </li></ul><ul><li>Community </li></ul><ul><li>Competition </li></ul><ul><li>Transparency </li></ul>Credit: Anessa Stine, Flickr
    39. 40. Trend 1: Impact Donors want to know where the money went and what difference they made.
    40. 41. A generational and technological shift <ul><li>Kevin Bondelli, Flickr </li></ul>
    41. 42. It’s about your impact, not your need Credit:
    42. 44. Impact: Scale is paramount
    43. 45. Source: Communications Network, Slovic
    44. 46. In 2010 <ul><li>Show where $ is going </li></ul><ul><li>Show the difference </li></ul><ul><li>Keep on a personal scale </li></ul>
    45. 47. Trend 2: Involvement People don’t trust institutions. They trust their own experience. They trust their friends.
    46. 48. We’re not in charge anymore.
    47. 49. This year <ul><li>Get third party endorsement </li></ul><ul><li>Change up the messenger </li></ul><ul><li>Deepen donor relationships </li></ul>
    48. 50. NO YES people who give often report feelings of euphoria, which psychologists have referred to as the &quot;Helper's High .&quot;
    49. 51. Trend 3: Impulse Donors can give anywhere. Be where they want to give, when they want to give.
    50. 52. Many, many ways to give
    51. 53. The mothership is gone
    52. 54. The blurring of lines
    53. 55. This year <ul><li>Don’t be a control freak </li></ul><ul><li>Go to where donors are </li></ul><ul><li>Think portable </li></ul><ul><li>Be on embedded alert </li></ul>
    54. 56. Trend 4: Community Donors are starting to self organize. They are socializing. They are starting their own causes.
    55. 57. This year <ul><li>Seek out your evangelists </li></ul><ul><li>Connect them </li></ul><ul><li>Volunteer thank-yous </li></ul>
    56. 58. Trend 5: Competition There are 1.8 million nonprofits and over 100 more each day. You Are Good at It Important to Audience No One Else Is Doing
    57. 59. How to win
    58. 60. <ul><li> </li></ul>How to lose
    59. 61. This year <ul><li>Show how you are different </li></ul><ul><li>Focus on the donor </li></ul><ul><li>Win on gratitude </li></ul>
    60. 62. The Personal Touch The typewritten part of the note I received from Ocracoke Child Care is about as short as you can get, something close to “Thanks for the donation. We really appreciate it. This letter is your receipt.” Not much more than that and certainly not remarkable. But the letter is still on my desk because of what fills up all the white space left under that short official note — this drawing. -Kivi Leroux Miller
    61. 63. Trend 6: Transparency Be open. It’s the only way forward.
    62. 64. NO YES
    63. 65. This year <ul><li>Be an open book </li></ul><ul><li>Communicate often </li></ul><ul><li>Tell the real story </li></ul>
    64. 66. Bonus tips: How to talk about hard times <ul><li>Acknowledge they are hard </li></ul><ul><li>Show you you’re tightening your belt </li></ul><ul><li>Prove you stretch every dollar </li></ul><ul><li>Convince you can deliver IMPACT, not just stay open </li></ul>
    65. 67. Stay Ahead of the Eight Ball in 2010: Tips from the Experts