Give December Back to Your Donors
Recently, Seth Godin published a post titled Reasons People Donate. His list ranges from the compassionate (Others are suffering) to the comical (It comes with a tote bag). I couldn’t help but notice that For the tax break was *not* on his list.
After being inundated this month, and the past week especially, with urgent emails from nonprofits reminding me about year-end giving deadlines and that TIME IS RUNNING OUT, I’ve decided to weigh in on this matter with the hope of righting a misguided, shortsighted, albeit conventional, practice.
In short: the December scramble for donations drives me bonkers. And I say this as someone who used to send those very [pesky] email solicitations. It felt icky at the time, like scrounging for loose change, and from my present vantage point, it still doesn't feel right.
The way I see it, most organizations (those that operate on a calendar year) have 11 months to court, cultivate, and engage supporters and prospective donors. Eleven relatively typical months. December, on the other hand, is widely known to be a hectic month packed with holiday preparations, gift-buying, celebrations, school breaks, travels, etc. We are all on overload in December. We manage the activity insanity by functioning in overdrive, on adrenaline, with caffeine and energy supplements taken as needed.
Contributing to the chaos of the season: like clockwork every December, in addition to receiving emails from any store I’ve ever purchased from, I get emails from nearly every organization I’ve ever donated to —including the ones I’ve already given to that year. It all adds up to a dizzying feeling of exasperation, exhaustion, and if I’m being completely candid, at times irritation —to the point where I'm tempted to unsubscribe altogether.
So here’s my radical, unconventional advice:
Break from the pack and give December back to your donors.
Do all you can to get your finances in order by the end of November.
Set your nonprofit apart from others with a December email expressing gratitude and hope instead of urgency and need.
(Think it can't be done? Think again! An organization doing a commendable job is the Ron Brown Scholar Fund.)
If the above recommendation is too extreme or simply not feasible given your organization’s financial circumstances, then please at least consider creating a targeted email campaign, with a pared down recipient list of new prospects and donors from prior years; leave off those who have already given in the current calendar year.
Helpers Love Helping
Helpers love to help —have you noticed?
If your nonprofit is like any of those I've known and worked with, you probably field several inquiries each week from servant-minded people looking for ways to lend a hand. It's no wonder! Helping literally makes us feel good.
(While writing this post, I stumbled upon the term Helper's High —a phrase for that uplifting, even euphoric, feeling people experience after performing an act of kindness.)
Facilitating opportunities for individuals to give of their time and talents is a wonderful, meaningful way to engage the community, reach new supporters, and enrich existing donors' experience with your organization. For this reason, many nonprofits employ a volunteer coordinator whose primary responsibilities are to recruit and manage volunteers.
On a related note, the very existence of numerous nonprofits depends on volunteer-driven assistance. Organizations such as Habitat for Humanity, The American Red Cross, food pantries, animal rescue shelters, and countless others rely on volunteers to function efficiently.
But what if your nonprofit isn't innately suited to hands-on help (e.g. a law firm working to overturn wrongful convictions or a suicide hotline)? Rest assured there are ways for you to engage volunteers beyond envelope stuffing and document shredding.
An organization close to my heart that does an exceptional job of attracting community participation is Texas Advocacy Project (TAP) which offers survivors of domestic violence free legal services —from phone advice to complete client representation. Essentially, TAP is a nonprofit law firm which, on the surface, does not lend itself to much non-professional legal help. Over the years, however, TAP has developed, with intention, volunteer-driven campaigns to extend and strengthen its ties across the community. For example, TAP's Hope for the Holidays invites individuals to help fulfill holiday wishlists of 10 survivors (former clients) and their children while supporting their transition from a home of violence to one of safety.
Keep in mind, volunteer-driven events need not be confined to the holiday season. For instance, The Project also hosts Handbags for Hope and Backpacks for Hope —both of which have grown exponentially since inception.
In closing, there is incredible upside in creating volunteer-driven campaigns that bolster community engagement with your nonprofit. If you'd like a professional thought partner to guide and encourage you in this capacity, drop me a line.
“If you want happiness for an hour, take a nap.
If you want happiness for a day, go fishing.
If you want happiness for a year, inherit a fortune.
If you want happiness for a lifetime, help somebody.”
~Chinese proverb
Piloting the Pivot to a Virtual Fundraiser
Many of you know that I am on the Board of Directors at Candlelight Ranch and for the past few years have served on the steering committee of Light A Path, the Ranch's largest annual fundraiser. What you may not realize is that Light A Path 2020 was held virtually last month, and it was a roaring success —blowing expectations out of the water.
The success was by no means assured, and there were unprecedented hurdles to overcome along the way. For starters, it took time to persuade key stakeholders to pivot from a traditional, in-person gala to supporting a virtual fundraiser. As the final figures reveal, however, the effort paid off.
In my estimation, there is not a more perfect, textbook example than this year's Light A Path to illustrate the initial hesitation, challenges, and ultimate success of a virtual fundraising event —which is why, for this week's post, I am very excited to share an excerpt from a Q + A with Jenn Hartner, Candlelight Ranch's Executive Director. As you'll read below, Jenn sheds invaluable insights on the pivot and planning process.
Jennifer Blackman: Starting off on a personal note, what were your initial reservations about switching to an online format?
Jenn Hartner: Back in March when events started going virtual I didn’t feel like we needed to react right away and shift directions as we were all trying to figure out how to navigate a pandemic. With so many initial unknowns, I didn’t want to throw another iron in the fire until we had a better understanding of what was happening. Also, I wanted to learn from others who had switched to an online format before moving in that direction. Our event went through three different iterations —our original ballroom-style event; an event on our 40-acre ranch; until ultimately in mid-August we decided to switch to 100% virtual.
JB: What helped you come around?
JH: Listening and learning from other organizations, listening and talking with our board members and stakeholders, and ultimately talking with the county fire marshal and commissioner about the likelihood of an in-person event in October. Once there was a clear line that an event, even with COVID-19 numbers low, would not happen, it made the decision to move virtual more straightforward.
JB: How were you able to persuade other stakeholders, skeptical about an online event, of the value of a virtual one?
JH: The key to our success was our relationships with our supporters. We spent a lot of time on the phone thanking folks for past support and talking about the new format. We spent the spring cultivating and checking in with supporters so that in the fall, when we had to go virtual, people had enough time to warm up to the idea. We also were clear about the way we continued to serve during COVID-19 and could paint a very clear picture of the increased need for our services during this time. By September, most of our supporters understood the reason for a virtual event and either made pledges or bought tickets and participated in the virtual event.
JB: In terms of the actual event planning, what were some significant differences you encountered while preparing an online experience?
JH: We spent a lot more time in the edit room on the program. The “live program” needed to be clear, concise, and engaging without taking up too much time. To achieve this, we started with the scripting process – making sure to add key transitions and to capture necessary video footage that we could edit down into segments. We managed the flow and content by breaking the program into a pre-show, main course, and dessert course, allowing the viewer to tune in when they could, but being clear that the main course was the suggested watch time. Our auctioneer also did a great job keeping paddles up fun, engaging, and quick. The moving pieces of this event were actually fewer than an in-person event – set up and clean up were much easier. We needed to expand our communication with guests for curbside pickup, mobile bidding, and how to watch the virtual program. We purchased a new event management software for ticket sales, mobile bidding, and paddles up. The new platform exceeded our expectations and allowed us to utilize technology in the planning process for guests. Sponsors were a lot harder to secure this year. Many corporations eliminated this type of spending or did not want to support a virtual experience. This challenged us to make up the lost revenue with ticket sales and individual pledges.
JB: Tell us about the remarkable results.
JH: Our silent auction did amazing, bringing in 114% of the FMV! Curbside meal pickup was great and allowed us the opportunity to say hi and thank you to our supporters. The live program was seamless, and paddles up generated over $100,000. Our expenses were under $7,000, and our total amount raised was over $205,000.
JB: What surprised you most about the overall experience?
JH: We received such positive feedback from our board, advisors, and supporters. Even though we couldn’t all be together, it was still fun, heartfelt, and engaging. We exceeded our goal, people had fun, and learned about our mission. If we have to do a virtual event in the future, we have a great template to build off of, and I am confident we can do it again!
This interview has been edited and condensed.
If you'd like professional help in planning a virtual fundraiser, let's connect.
Have You Made Your Holiday Gift Guide Yet?
Mid-November always coincides with a flurry of emails regarding holiday shopping deals, Black Friday specials, and Oprah's Favorite Things. As a nonprofit consultant, my take summed up is: Get in on the action.
During this time of year, people are especially focused on giving, which often coincides with buying. So why not seize the moment to shine a light on your nonprofit's commercial donors, preferred vendors, and other relevant partners?
Your stakeholders, including advisory council, board members, donors, and staff, all have their own (long) shopping lists of gifts to buy for a host of characters likely to be found on your personal list (e.g. respective friends, family, kids' teachers, coaches, et al).
Why not make it easy for your supporters to shop while helping your partners close out the year in the black?
To-Do's:
Compile a list of partners who have supported your nonprofit through in-kind donations, raffle prizes, auction items...
Draft an email along the lines of: 2020 Holiday Gift Guide Featuring [Nonprofit Name]'s Treasured Partners
Include your partners' logos with clickable links to relevant URLs (e.g. eGift Card landing page)
Extra credit: line up special promotions with your partners [Save 15% with This Code], and highlight these deals in your email copy
I am confident this email will not only delight your intended recipients, it will strengthen relationships with your current partners and help foster new partnerships. Let me know if you could use some help.
Virtual Fundraisers: Not Just for Early Adopters
Last week I attended a virtual fundraiser for WFCM, a nonprofit based in Virginia. Since the event was online, attendees near and far could participate —and they did. My "table" host brought in guests from California, Michigan, New York, Texas —even London, England.
I marveled at the reach of this event as well as its multifaceted program which featured performances by several musical acts, engaging speakers, and video content highlighting the nonprofit's mission and services. Overall it was a textbook example of how to pivot from a traditional, in-person fundraiser to a virtual one. In addition to bringing in needed monetary support, the organization expanded awareness among potential supporters significantly beyond its usual reach all while reducing expenses typically associated with event planning.
A related benefit is that the event offered a poignant snapshot of life in another pocket of America, far from where I live. Over the course of the one-hour program, I observed a network of volunteers, corporate partners, churches, and other supporters coming together to create a safety net for clients facing challenging circumstances. Rather than feeling detached or indifferent to a community outside my personal environs, I was inspired by the hope and joyful outcomes conveyed through client stories. I doubt anyone attending the event walked away thinking the organization's work is irrelevant given the powerful sense of humanity which shone through the various program components.
Bottom line: the early adoption phase is over. If you're still on the fence about switching to an online model for your next fundraising event, it's time to take the plunge.
Key Take-Aways:
Virtual events allow for unsurpassed reach and participation opportunities
Cohesively highlight various facets of your organization —including client stories, community impact, and vital supporters
Slick, overly-produced webcasts are not essential to an event's success
If you’re looking into hosting an online fundraiser and would like professional assistance, drop me a line.
Video Killed the Written Prose Star
Did you know we're living in a post-text world? According to a New York Times piece published last year, written prose (a.k.a. text) is on the decline while audio and video’s reach and influence are expanding explosively.
Video —once a peripheral piece of an overall marketing plan— has become a central component. It's been said if your organization is not creating video, it's falling behind.
Consider a few stats:
The brain processes visuals 60,000x faster than text [source: Thermopylae]
We typically remember 80% of what we see or do, in contrast to 10% of what we hear and 20% of what we read [source: Search Engine People]
80% of people will watch a video on a page, while only 20% will read the text on a page [source: MySMN]
Are you feeling antsy yet? If you're like the bulk of nonprofit professionals I know, you may be thinking: Sheesh, now I have to add *Video Content Producer* to my job description?!? Never mind finding time to learn the fundamentals and best practices of video production.
I'd contend that outsourcing your organization's video content production is a smart use of funds. At minimum, aim to outsource it while you're getting up to speed on the fundamentals. [If that's absolutely not an option, there are online resources that offer video marketing guides —HubSpot being one of my favorites.]
Woody Harrison is a veteran video producer and storyteller who works exclusively with nonprofits. Equally relevant: he's focused on telling stories with heart, not just getting pretty video. Woody is passionate about helping nonprofits tell their story in ways that engage audiences and show the real emotional impact organizations have on the communities and clients they serve.
Recently I spoke with Woody about story concepts for a client and asked him to share a few insights for this blog's dear readers. He was happy to oblige. Highlights from our chat follow below:
JB: What would you tell a nonprofit that is concerned about the ROI in funding outsourced [professional] video production?
WH: A lot of the time, what you're paying for is:
Speed of delivery. Most nonprofits don't have the time and skill to do it themselves in a timely manner. You show me anyone at a nonprofit who has enough time on their hands to learn lighting, audio, and video editing...AND do their "normal" job. They simply couldn't create something on a timeline and keep their sanity.
Project management. When you work with a professional, they will help you set deadlines and they will stick to them, allowing you to focus on your job.
And most importantly…
The Idea. There's a saying: "You can't read the label from inside the bottle." What I've encountered is, there's a lack of public awareness about the services and impact the nonprofit actually provides, because their stories aren't being told in a compelling way. Sometimes, it's as simple as a short documentary-style video on a client, or maybe it's a more creative approach. Having an outside perspective from time to time is invaluable. Why do so many companies hire ad agencies? Because of outside perspectives and new ideas.
JB: What is the single best piece of advice you could offer a nonprofit that's about to dip their toe into video marketing?
WH: Bust out the iPhone! Do something!!! Just start. I may be shooting myself in the foot, but you don't NEED professional quality video all the time. If you're short on content ideas, a place to start is to think of the top 5 FAQs you get about your nonprofit. Each one of those is a very informative video, and you know this because they're based on FAQs!! People are obviously interested...or they wouldn't be asking! Also, don't worry about public support, likes, shares or engagement if you're just starting out. That takes time. Don't let the fact that you don't have 2,373 likes and 1,001 shares discourage you. Keep going.
JB: What's the biggest video faux pas?
WH: The biggest faux pas? There's two parts to this:
Not starting. Like I said before, just get going! Don't worry about it being imperfect or amateur. If you've never done it before, of course it won't look professional. But do you remember the first time you started anything? Were you good at it? Did you understand it? No. But over time, you got better, it became more enjoyable. Now you're an expert....at whatever that thing is...
Technical issues. GET A LAVALIER MICROPHONE!!! If you are going to get started, the number one technical snag you need to know about is bad audio quality. Nothing, and I mean NOTHING will turn away a viewer like poor audio quality. Mics are about $20 on Amazon and do a great job. Get one.
Woody provided two examples of what's possible with a mix of iPhone and professional editing or as he calls it, his "Social Media :30" service. Clients film a short, topical video on their iPhone, and Woody finds footage, graphics, music, and sound effects to create something fun. It's an easy way to get into professional video on a consistent basis without much work or cost:
Travis Audubon Society: https://vimeo.com/435971737
Shoal Creek Conservancy: https://vimeo.com/428613196
Learn more about Woody's services here. Then repeat after me: Lights, Camera, Action!
Drinking from a Firehose Is Not Sustainable
Have you noticed a surge in people saying they've been drinking from a firehose? It's no wonder given how many of us have assumed increased responsibilities, both professionally and personally, over the past several months. There is seemingly no end to the tasks that need tackling or the deadlines approaching.
Worth noting: Drinking from a firehose is neither sustainable nor effective. Give me a water fountain any day, something where I can control the flow and enjoy the water I'm about to drink.
Also worth noting: Many deadlines are arbitrary, or at least have some wiggle room factored in. This is especially true of self-imposed deadlines. Figure out where the margins are and adjust as necessary.
On a personal note: last week I felt overwhelmed by a series of commitments converging simultaneously on my calendar. Rather than attempt to take another swig from that darn firehose and try to do it all, I seized the opportunity to put my own advice into action. (Incidentally, did you notice my previous blog post was actually two weeks ago? Yep, that's right. I skipped publishing last week to free up time for more pressing matters. And the world kept on turning.)
Give yourself permission to free up space where you can. You may be surprised to discover you've got more flexibility to work with than you initially surmised. Not everything is on fire. Not everything is urgent. Really.
Plan for Spontaneity
(I'll be the first to admit I've been guilty of the very thing I'm going to write about. However, if awareness is the first step in effecting change, consider my journey underway.)
Have you ever been in a meeting (or Zoom session as of late), and after agenda items have been covered and things are drawing to a close, a participant chimes in with: Have you considered [this idea]? Inevitably what follows is a spell of impromptu ideation combined with a slew of new action items.
The scenarios where I've seen this play out most often are in nonprofit board meetings and event-planning sessions. Well-meaning board or committee members spouting creative proposals without expounding on how to implement anything....we've all been there.
Spontaneous brainstorms aren't bad in and of themselves. The part I take issue with is: Who's responsible for fleshing out these suggestions? Where does accountability lie with respect to next steps?
New ideas can be useful and inspiring, and ought to be encouraged, but to maximize their utility, they require cultivation. All too often, when I've been in situations as described above, the suggestions are blurted out, then left dangling in the air, with no plan in place to further develop them.
My recommendation: Expect that at some point in your meeting, discussion will veer into left field. Rather than allow potentially helpful proposals to die on the vine, be proactive and include an agenda item specifically for ad hoc sharing. To optimize the free flow of ideas, pre-assign someone to record any suggestions that surface. Post-meeting, follow up with the idea originator, and enlist their help in fleshing out their vision.
In closing, may these words from Victor Hugo inspire you to create a culture where ideas are welcomed:
There is one thing stronger than all the armies in the world and that is an Idea whose time has come.
Compassion Fatigue Is Real
Six months into the COVID-19 Era, it's quite possible you're suffering from compassion fatigue.
Compassion fatigue is defined in Psychology Today as: “the experience of any empathetic individual who is acutely conscious of societal needs but feels helpless to solve them.” The Compassion Fatigue Awareness Project adds it can encompass “emotional, physical, and spiritual distress in those providing care to another” and that it's associated with caregiving where people or animals experience significant emotional or physical pain and suffering.
It used to be that individuals in the healthcare industry (and others who by nature of their profession work on the front lines of unfathomable distress) were most susceptible to developing compassion fatigue. However, we now live in a world where catastrophes are broadcast incessantly, and consuming the latest breaking news is as easy as reaching for your smartphone.
At times, the looming presence of tragedy feels inescapable. Exacerbating the matter: this worldwide Coronavirus pandemic and global quarantine, which has produced, at minimum, a basic awareness and degree of suffering in nearly everyone.
Think you may be experiencing compassion fatigue? Some red flags:
sleep disturbance
frequent headaches
gastrointestinal issues
increased irritability
high self-expectations
For those employed in the nonprofit sector, the issue is further compounded since in addition to personally dealing with compassion fatigue, staff and donors —a nonprofit organization's lifeblood— are likely experiencing it, too. Psychology Today reports: “People who actively engage in charity, or volunteering, may come to feel that they cannot commit any more energy, time, or money to the plight of others because they feel overwhelmed or paralyzed by pleas for support and that the world’s challenges are never-ending.”
So how do you combat compassion fatigue? Fortunately, there are plenty of resources out there, readily accessible with a few clicks of your mouse (links to several included at the end of this post). Listed below is a simple self-care plan, straight from the trenches, as shared by the American Academy of Family Physicians (AAFP):
Self-Care in 3 Steps, as recommended by the AAFP:
Invest in Quality Time Alone —the objective is to ground yourself in the moment and keep your thoughts from wandering
Recharge Daily —exercising and eating better pay dividends on your mental and physical well being
Hold One Meaningful Conversation Every Day —spending time with those closest to you nourishes your soul
In closing, please be kind to yourself. To be most effective in caring for others, you've got to prioritize care of your own wellbeing. I'm reminded of the rule of thumb that if you're thirsty, you could already be dehydrated. Don't let your tank run dry.
Additional Resources to Combat Compassion Fatigue:
AAFP: Overcoming Compassion Fatigue
Good Therapy: The Cost of Caring: 10 Ways to Prevent Compassion Fatigue
Psychology Today: Are You Suffering from Compassion Fatigue?
Beware the Ineffectual Consultant
As much as I think it would be cool to consult for NASA, I have zero experience in avionics, space exploration, or aerospace systems engineering. Likewise, I’m self-aware enough to recognize I wouldn't be a good fit for veterinary medicine --or any medical discipline for that matter.
And yet when it comes to the realm of nonprofit consulting where I actually dwell, there seems to be an unhealthy supply of ineffectual folks hanging out their shingle. Unhealthy because their inability (in *this* context; they may be quite proficient in other situations) renders them capable of causing harm to nonprofits that contract with them. Ineffectual because they lack the relevant experience, along with requisite hard + soft skills, to produce the desired outcome.
Given what's at stake, allow me to suggest a few ways to spot a dud and improve the probability of choosing a star. Ideally, you'd evaluate a prospective consultant's capabilities before bringing them on. To that end, posing case-type questions during the selection process could be helpful in your assessment.
Be wary of a consultant who:
focuses on smaller picture or inconsequential matters (e.g., someone who's overly preoccupied with the color scheme of an event's logo at the expense of securing event sponsors).
relies on outdated marketing + promotion tools (e.g., insisting on direct mail exclusively vs. incorporating email, text, social media into the communication mix). Reluctance to embrace evolving communication styles and preferences could reflect a stale skill-set along with a general hesitancy to adapt.
is not upfront about what they don't know. To be clear, it's unlikely that any consultant would know everything about all you're hoping to accomplish, and lack of knowledge is not necessarily a dealbreaker. However, there's a difference between someone ramping up (e.g., getting familiar with your donor database or nonprofit's specific sector) and starting from scratch —on your dime, no less. Tread cautiously.
outsources the heavy lifting. In other words, they turn the decision-making and execution back on you -the client- prodding you to establish the parameters/metrics/minutiae of a given project. Under these circumstances, you're likely to wind up producing the deliverable yourself. Yikes.
To better your odds of choosing a winner, look for someone who:
is recommended by a trusted professional or personal contact. It's generally not enough that your contact knows them; rather they've collaborated, and your contact has observed their methods and outcomes first hand.
has a proven track record, with quantifiable results (e.g., sourced 3 qualified board candidates for a previous client, led an online campaign that raised $20,000).
grasps the macro- and micro-levels of your project, who can speak in generalities and specifics. They're likely to ask thoughtful, probing questions vs. vague ones.
Remember: even if your nonprofit is strapped with a less-than-competitive budget, do not discount the quality of service you deserve or settle for second-rate assistance. You'd be better off managing the work internally than contracting with someone possessing mediocre skills, as they could consume the very time you were hoping to save.
Incidentally, if you are in the market for a nonprofit consultant with development expertise, I may have just the person for you.
Consensus Is Overrated
One of the most precious --and scarcest-- resources a nonprofit has is Time. Talk with anyone who's worked at a nonprofit, and they'll tell you there simply aren't enough hours to accomplish the work at hand. Unfortunately, far too many organizations squander an astonishing amount of time. Worse still, they often engage in activities that on the surface appear to add value yet consume the most time with scant ROI in exchange.
In my estimation, the biggest thief of time is consensus building. Getting buy-in. The concept is known by other terms too, but they all entail decision delay. (For purposes of this post, can we define consensus as “group solidarity in sentiment and belief”? Sorry, I couldn't resist.)
On a related note, one of my favorite lines in Hamilton is: “Madison is grappling with the fact that not ev'ry issue can be settled by committee” from the song “The Room Where It Happens”.
It's true. Not everything can *or should* be settled by committee. Your organization has leaders, department heads, an executive director. Utilize their expertise as often as possible, especially on strategic initiatives and big-picture matters. Once a strategy has been determined and outlined, it may very well then make sense to form committees which, when deployed effectively, are ideal for executing tactics.
In closing, a parting thought from Benjamin Franklin: If time be of all things the most precious, wasting time must be the greatest prodigality.
Always Be Camera-Ready
It ought to go without saying that being camera-ready entails much more than a fresh swipe of lipstick or a comb through your hair. And while I’m referring to a literal camera, e.g. the kind used in news reporting, I’m also thinking of a metaphorical camera —the lens through which individuals take in what you’re communicating. Beyond your appearance, what you say, and how you say it, is tantamount to your message being received as you intended.
The opportunities to speak up and out are only increasing. Thanks to the proliferation of social media, just about anyone can broadcast a message these days. More stimuli are vying for attention, making it that much harder to cut through the clutter and hold an audience. And once you've got a captive audience, whether speaking at a conference or riding in an elevator, you cannot squander the opportunity.
Thus, I'd contend that everyone in your organization ought to be camera ready. Every employee. Every board member. Every volunteer. Every donor. Heck, every vendor. Within their respective spheres of influence, internally and externally, every one of them is at minimum a foot soldier of your nonprofit and has the potential to be one of your greatest ambassadors if equipped and deployed appropriately.
Now getting down to brass tacks. There are three essential tools for camera-readiness:
A 30-second pitch
A statistic
A story
My friend Leslie Rhode is a recognized news leader who, over the course of her journalism career, has been trusted by millions of viewers in multiple markets for her credibility in reporting the news. Leslie was instrumental in helping me get camera-ready during my tenure as Director of Development & Communications at Texas Advocacy Project. Here below, she offers pro-tips on maximizing these tools of camera-readiness:
30-second pitch: Akin to your mission or vision statement, this soundbite provides a high-level summary of your organization's purpose. “Considered the elevator pitch, this should describe WHAT you do and more importantly WHY you do it,” notes Leslie. “You don’t have to include your professional title, but you should tell them how your nonprofit changes lives.”
Statistic: No question, facts can be compelling, but limit yourself to one --or risk bogging people down with number-overload. Leslie advises her clients to “choose one compelling number that immediately sells the impact your organization has on the community — a number people will remember easily. The statistic may change depending on what topic you are discussing at the time.”
Story: Nothing engages a listener quite like a story that resonates. Stories bring to life the difference you're making in the lives of real people. Leslie firmly believes that “the best stories start with a challenge or problem and evolve to a ‘happily ever after ending’ because of the work your organization does.”
In closing, think of these tools as key instruments in corralling your nonprofit's next donation. You never know who's primed to donate, provided your message resonates.
[By the way, Leslie has her own consulting business focused on media communications and how to communicate effectively in a virtual world. Learn more about her services here.]
Promote from Within
It's ironic that nonprofit funding is frequently driven by promotion, and promotion is frequently driven by funding.
When you're a small or medium-sized nonprofit, an in-house communications team (nay, a single dedicated staff member) is a luxury. And even if funds free up to finance that role, the consensus is usually: earmark the money for client services instead.
Therefore, it's a happy coincidence that while nonprofits need media coverage, media outlets need stories to cover. I'm routinely astonished by organizations that haven't capitalized on their valuable currency, namely: stories worth covering. Whether it's a feel good anecdote about making a positive community impact or a weighty piece pertaining to policy reform, these civic-oriented stories are legitimate news.
I cut my nonprofit teeth at an organization that, at the time, had a development + communications department of one (me). Fortunately, I collaborated closely with the executive director who taught me the ropes of running a soup to nuts, in-house PR and media relations effort, from writing and pitching press releases to developing and maintaining media connections. [Side note: while often used interchangeably, public relations and media relations are not the same. The former tends to consider a macro view of how the organization is viewed by the public at large, while the latter involves an organization's interactions with editors, reporters, and journalists.]
I wouldn't trade this crash course in PR and media relations for the world because, although it was scrappy and at times exhausting, it was effective. We were quoted in national publications; interviewed on statewide radio programming; and featured in local news, including television and print. All without the advantage of a PR firm.
If your nonprofit desires media coverage, consider taking matters into your own hands. Below is an overview to get started with insider tips from Heather White, beloved, longtime host of “Bama & Heather in the Morning” radio show on 98.1 KVET, owned by iHeartMedia:
Develop a list of sources across various media including television, radio, newspapers, and magazines (print + digital). Seed your list with personally familiar connections and branch out from there --whose radio show do you listen to? Which anchors do you tune into for local news? Who's recently reported on your organization's subject matter? “Take the time to know whom you are emailing, rather than just relying on a long, generic list,” advises Heather.
Do rudimentary research before sending out any communication, and verify your contacts still work at the media outlets you're targeting. “I get about 30 emails a day pitching a story idea to me. I read 3-4 of them only,” says Heather. “Most get deleted because they are addressed to people who have not worked here in years.”
When you've got a story to pitch (e.g. it's X time of year which coincides with Y), submit it to the media outlet's news director and cc your anchor / personality of choice. “If a sender takes the time to address the email to me, and includes a personalized pitch, I will at least consider it,” notes Heather.
Know the audience: lighter fare, such as event-focused items, typically plays well on morning programs whereas heavier news pieces, like those pertaining to policy or lobbying, are suited for evening prime time. Likewise, each outlet within a given medium (e.g. radio) draws its own audience, thus a blanket request to any + all radio stations in your region will not be successful. As Heather observed: people often send her topics for consideration that couldn't possibly be appropriate for the audience at the country station where she works.
Cultivate your media contacts by occasionally dropping them a line --maybe to say thank you for highlighting a story that resonated with you, or commending them on a piece that relates to your organization's focus area. Send cookies or pizza as needed.
Distinguish yourself / your organization as a subject matter expert on [blank issue], so whenever that topic is trending, you'll be top of mind when the news director needs a source. Be proactive in sending the news director relevant info pertaining to updated statistics, demographics, trends, etc. and by all means, reach out to them whenever said topic is gaining traction via other media.
In closing, remember that this is a relationship driven process, and reputation matters. “Once you have brought me something good, you are on the approved list in my mind,” says Heather. “I will keep your emails and really consider them. The PSAs I place run on 5 stations and their streams. That is a lot of exposure.”
You've got a great story worth sharing. Contact us if you'd like help telling it in a compelling way.
Cold Calling Works*
*provided you're strategic and do your homework.
Not every time. Maybe not even most of the time. But when cold calling works, and at some point it will, it can pay dividends.
Allow me to offer a recent example: back in early June, specifically on #BlackoutTuesday, the topic of social justice reached an apex on social media as myriad corporations and celebrities shared statements on Twitter, et al. expressing solidarity against racism and police brutality. And it got me thinking: who might be willing to give more than mere lip service (a.k.a. tweet) and actually lean in and invest resources?
Shortly after Blackout Tuesday, on behalf of a nonprofit that operates within the realm of social justice, I composed emails to companies and individuals in proximity to the organization. As far as I'm aware, the recipients were all new prospects and had not been contacted before by this nonprofit. A few folks responded, and within a couple weeks, one reached out directly to the organization expressing intent to make a sizable grant.
I share this story because it's true and because even I, a seasoned fundraiser, was taken aback by the magnitude of response. These particular cold calling efforts involved following up on corporations' and individuals' public declarations to step up their support for a movement garnering increased media coverage. While external factors aligned advantageously, taking swift action to reach out to prospects undoubtedly optimized the probability of getting a desired response.
I can't predict when lightning will strike again, nor can I guarantee results for anyone. But I can provide tried and true tips that, when put into practice, will boost your confidence and aptitude in cold calling:
You cannot be afraid of getting a no. A no means you got through. You broke through the noise and got someone's attention who then took time to reply. No in this context sometimes means not right now. So be sure to check back later.
You cannot expend energy on non-replies. A non-reply is trickier than a no. It's more ambiguous and lends itself to speculation, e.g. did they get my email? Don't squander your time wondering why someone has not responded. Instead, focus on sourcing new and more relevant prospects.
Templates are fine, but tailor them to your audience. In the example above, to create efficiency I drafted an email template, however I modified verbiage in each email to reflect back what the intended recipient had posted on their social media, at times even using their own words. Let's be clear, we all appreciate when people listen to and hear what we're saying. Mirroring their language indicates you listened and you understand their message, boosting the likelihood they will better receive your message.
These principles are applicable to new donor prospecting well beyond celebrities and corporations. In fact, the case can be made that targeting less prominent entities may yield a higher response rate given the premise that in general, they're likely to field fewer communications than high profile enterprises. Ultimately, whomever your target is, you must tie your message back to them. How is it relevant to them? What's in it for them?
It's been said that every no brings you closer to a yes. It may sound cheesy, but it's valid.
Now, go chase your yes!
Flip the Script
In past years, summertime has correlated with ramping up auction item procurement for autumn-slated fundraising events; it goes without saying that this year, things are markedly different. With just about everyone in survival mode, it can be downright awkward to solicit businesses for donations in the same manner as before.
This aberration has got me thinking about the symbiotic associations between nonprofit organizations and the business community. Admittedly, nonprofits may get more than they're able to reciprocate from these relationships, but both entities benefit to some degree.
For instance, in addition to procuring donated items for their silent + live auctions, nonprofits may rely on donated food + beverages to cater their fundraising events. In turn, businesses may experience an uptick in positive media coverage and a corresponding halo effect as a result of their charitable contributions.
Ideally, the relationships between nonprofits and their commercial supporters are cultivated and maintained over time to sustain lasting, mutually beneficial partnerships.
While the current climate may not lend itself to outright auction solicitation, it's an optimal time to flip the script and reach out to your nonprofit's business contacts with the intent to learn how your organization may be in a position to support them. In fact, it's likely that many would welcome the opportunity to communicate news and updates that you, their nonprofit partner, could then share via your respective social media channels. Examples include:
new options for takeout or curbside pickup (restaurants)
forthcoming product lines or special promotional codes for online redemption (retailers)
updated hours of operation (service providers)
If you're in need of a prompt to jumpstart communications, why not consider tailoring an email campaign to your supporters along the lines of:
Dear [Business Supporter],
You've been a faithful champion of [Nonprofit Organization], and on behalf of our staff and board, I'd like to express our deep gratitude to you. I am also reaching out to inquire how we may best support YOU during these unusual times. Perhaps you've got a special promotion or announcement we could share with our audience via our social media platforms. Please let us know your thoughts on the above; we would love to collaborate and help!
For some peer inspiration, take a look at how Texas Advocacy Project has been using its Facebook page to publicly demonstrate gratitude to its business partners. And remember: sometimes all it takes is a straightforward thank you to show appreciation.
Birthday Pledge
Have you pledged your birthday yet? The concept of donating your birthday to raise funds for charity has been gaining traction, and I love it, both personally and professionally. Feeling good by doing good is my favorite intersection.
First, the Premise: Studies abound confirming the benefits of giving, with notable research from Harvard Business School reporting that happiness can indeed be found by spending money on others. Reports from other studies indicate that giving reinforces our sense of social connection and belonging, while sustaining our happiness over time.
The Application: Individuals can harness the generosity and excitement induced by their birthdays to raise funds among their friends for causes that resonate with them. Nonprofits can be direct beneficiaries of this celebratory largesse by implementing a Birthday Pledge Initiative.
The Plan: In the days leading up to your big day or on the actual date itself, let it be known via your social media channel(s) that this year, to commemorate another completed orbit around the sun, you're raising funds for a cause that's dear to you. The call to action is simple: ask your friends to donate to a designated nonprofit in lieu of buying you a gift or a drink or whatever it is that you typically exchange when celebrating. Be sure to include a link to the Donate page of the nonprofit you've chosen.
The All-Stars: Several organizations have done a topnotch job of creating a seamless way to promote your birthday campaign. For inspiration and examples, check out: charity: water; Doctors Without Borders; Equal Justice Initiative; and Not For Sale.
If your nonprofit organization has not yet implemented a Birthday Pledge Initiative, the moment couldn't be better. Now more than ever in these unprecedented times of lockdown and quarantine, people desire community and crave a renewed sense of purpose.
Happy Birthday and Cheers to You!