Mon, September 15 2014

Two easy – yet lasting – ways to advance your nonprofit’s mission

Caryn Stein's avatar

VP, Communications and Content, Network for Good

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Filed under:   Nonprofit leadership •

(Editor’s note: Today’s post comes from our friends at the National Council of Nonprofits. Jennifer Chandler, Vice President and Director of Network Support & Knowledge Sharing, offers an easy way for your nonprofit to help advocate for charitable giving.) Jenny Chandler

If you could make two simple phone calls or send two easy letters to advance your nonprofit’s mission, would you do it? If yes, then please read on.

A ray of sunshine is peeking through dark storm clouds that have hovered over nonprofits the last several years. Those storms dropped the Great Recession, increased demands for services, declining donations, and reduced funding from government contracts. That ray of sunshine is finally within reach – but it is flickering. To keep it from disappearing again, we each need to act now, to advance our missions and serve our communities into the future.

What is happening?: The ray of sunshine is the America Gives More Act, which the House of Representatives passed in July with support from across the political spectrum. As we all learned from Schoolhouse Rock, the Senate now needs to pass the bill for it to take the next step to becoming a law. And your Senators need a little push from the nonprofit sector to make it happen.

Every community would be positively affected by the America Gives More Act. It would create benefits for all nonprofits, across all subsectors. Most notably, the legislation would make donations from individuals to nonprofits through April 15 eligible to be counted as deductions on the prior year’s taxes. For nonprofits, this means a potential new rush of donations around tax time, not just at the holiday season.

The work of individual nonprofits would also be strengthened by the America Gives More Act. For food banks and others tackling hunger, it would enhance incentives - and make them permanent – to help drive donations of nutritious food. To promote land conservation efforts, the bill would make the incentives for donating easements to preserve our environment permanent also. And to make giving a bit easier for older Americans, the legislation would allow older individuals to donate directly from their IRAs to any public charity and make this allowance permanent. This permanency will send charitable resources into communities that need them, instead of being used year after year by nonprofits to advocate for the incentives to be renewed by Congress. Lifting our voices now to make them permanent will allow us all to re-dedicate that time to advancing our missions.

Act Immediately: There is only a small window of opportunity left in September before Senators leave D.C. again for the mid-term elections. Once they leave, the window slams shut. Therefore, the charitable nonprofit community needs to speak up now before we lose this unique opportunity.

It’s up to us all to speak up. Join other nonprofit board members, staff members, and volunteers across America by delivering this simple message to your Senators: Don’t leave Washington in September until the Senate passes the America Gives More Act; our communities are counting on you.

  • Call your Senators’ local or Washington, DC offices (202-224-3121)
  • Text or Tweet your Senators
  • Write your Senators (see sample letter)


Learn more about the Act and what nonprofits can do to help.


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Mon, September 08 2014

Reclaim Back to School: How to Stay Energized, Relevant, and at the Top of Your Game

Nancy Schwartz's avatar

Nonprofit Marketing Expert

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Filed under:   Fun stuff • Nonprofit leadership •

Our daughter, Charlotte, recently started sixth grade, and the pumped-up energy at school that first morning really got me thinking.

“Back to school” is one of the definers of fall as we know it. It’s right up there with apples, the changing colors of the leaves, and Halloween.

Here are all these kids marching into the unknown for nine months of learning and growth. Some are thrilled to be starting again, others are longing for the pool or camp, but all have this incredible opportunity to be exposed to new content, to digest it in the context of what they know now, and to arrive on the far side with a fresh perspective and new skills. I’m envious!

Few of us have this kind of formal growth opportunity, but ongoing intellectual and creative growth is vital. It’s the only way to ensure that our marketing and fundraising content is relevant while fueling our personal satisfaction.

My call to action for you and me? Let’s reclaim back to school. Let’s schedule some learning—via conversation, reading, participating—into every day, even if for only five minutes. Learning is energizing, positive, and productive, but you have to make it happen.

Here are the five main methods I use to keep learning:

1. Read and watch content (blogs, e-newsletters, social media, books, videos) in the field, from nonprofits in all sectors, and from expert marketers—in the nonprofit world and beyond—and fundraisers. This helps me keep current on trends, models, needs, tools, and news.

2. Scan the world news, and process how it affects your work and the perspectives of the folks your organization strives to connect with.

3. Participate in hands-on group workshops and webinars, so I’m doing rather than just digesting. For me, the doing reinforces learning like nothing else.

4. Push myself to take on the next new challenge, and make sure there’s always a “next challenge” to tackle. Right now I’m focusing on developing several new training modules and a new small-group online learning program. You may think about how to meet the needs of an underserved part of your community or tackle a new donor segment.

5. Synthesize what I learn with what I know and share that with you in blog posts, e-news articles, speaking gigs, and training. This is the linchpin of my learning program, pushing me to put it all together—for you!


I guarantee I get my learning by scheduling it every day in “ink” on the calendar. This time-blocking approach works wonders for me.

Starting today, reclaim back to school as your own. Schedule time daily to stimulate your mind, nourish your soul, stay on top of the world you’re working in (and communicating into), refine your perspective, and build your expertise and impact—all prerequisites to creating the relevant content and calls to action that best engage the folks whose help you need to move your mission forward!

How do you keep learning even when your professional development budget is zilch? Please share your learning habits and favorite resources in the comments below!

With refreshing practicality, Nancy Schwartz rolls up her sleeves to help nonprofits develop and implement strategies to build the strong relationships that inspire key supporters to action. She shares her deep nonprofit marketing insights—and passion—through consulting, speaking, and her popular blog and e-news at GettingAttention.org.

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Fri, August 08 2014

This Book Could Change Your Life: Great Summer Reads for Fundraisers

Nancy Schwartz's avatar

Nonprofit Marketing Expert

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Filed under:   Fun stuff • Nonprofit leadership •

When I asked nonprofit experts in a range of fields, from fundraising to programs, to share their summer reading lists, I had no idea what to expect.

I was thrilled to hear so many passionate stories about books that have made (or are likely to make) a huge difference in these folks’ lives. I’m sure that you’re reading all the time—blogs, Facebook, e-newsletters—but my colleagues told me that, for them, reading a book is something different. The process of immersing oneself in a work that is longer, richer, and typically experienced in a distinct format, be that hard copy or on an e-reader, is a unique experience. This immersion outside the day-to-day is highly engaging, energizing, and refreshing on the creative and intellectual fronts.

With that potential in mind, consider these top picks for your end-of-summer reading list. One of them could change your life:

Auto Biography: A Classic Car, an Outlaw Motorhead, and 57 Years of the American Dream, Earl Swift

Sally Kirby Hartman, vice president of communications at the Hampton Roads Community Foundation, adored this pleasure read about a ’57 Chevy and its various owners. Sally’s a superstar communicator and extracted a valuable marketing insight: “Auto Biography is a great reminder that a good observer can bring any topic to life by writing about real people,” she said.

Blink: The Power of Thinking Without Thinking, Malcolm Gladwell

If you know the work of fundraising scribe Tom Ahern, you won’t be surprised by the passion he brings to this recommendation. When Tom likes something, he really likes it. So when he told me that Blink was “blowing his mind,” I had to know why.

“Try this one,” said Tom. “A psychologist administers a test to college students. There are 10 questions. Scattered through the questions are words such as ‘worried,’ ‘Florida,’ ‘old,’ ‘lonely,’ ‘gray,’ ‘bingo,’ and ‘wrinkle.’ When the students arrive to take the test, they act their age. When they leave after taking the test, they act old, walking slowly. What you read when taking the test affected the way you behaved.

“OMG, Nancy,” exclaimed Tom. “The great unknown for copywriters (me) is the human mind and how it actually works, not how we guess it works. That’s why Blink is blowing my mind: it’s all about recent psychological research, as told by a fabulous journalist.”

Hooked: How to Build Habit-Forming Products, Nir Eyal

Nonprofit Web mastermind Seth Giammanco, of ModLab, is digging into Nir Eyal’s model that can be used to help products stand out in a world of constant competition for attention. He outlines that model here. It’s useful guidance and great inspiration for shaping your programs and services and positioning your organization’s fundraising and marketing campaigns for the strongest results.

Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World, Gary Vaynerchuk

Kevin Martone, technology program manager at the Harold Grinspoon Foundation, is just digging into this one now. It’s the latest (maybe greatest?) from social media guru Gary Vaynerchuk, who shares secrets on connecting strongly with customers—donors and other supporters to us. Sounds worth a read!

To Sell Is Human: The Surprising Truth About Moving Others, Dan Pink

In his breakthrough book, A Whole New Mind, Dan Pink broke through traditional perceptions on success drivers, suggesting that right-brain skills are a huge success factor. Celeste Wroblewski, vice president of public relations at Chicago Symphony Orchestra, is eager to read his latest. Celeste, I’ve read To Sell Is Human, and you’re in for a treat.

Thrive: The Third Metric to Redefining Success and Creating a Life of Well-Being, Wisdom, and Wonder, Arianna Huffington

Fundraiser Amy Eisenstein got a jump-start on her summer reading, finishing and enjoying Thrive even before the solstice. She then raved about it to me.

What’s heading your end-of-summer reading list, or what book tops the list of those you’ve already finished? Share your picks in the comments below!

 

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Mon, July 14 2014

7 Strategies for Mobilizing Millennials

Jamie McDonald's avatar

Chief Giving Officer, Network for Good

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Filed under:   Fundraising essentials • Marketing essentials • Nonprofit leadership •

(Part two in our series on the Millennial Impact Project)

Millennials: A powerful force for change.

Earlier this month, I shared my perspectives on the 2014 Millennial Impact Report and MCON14. Hopefully, that post got you thinking about how Millennials are shaping our culture and social sector in profound new ways.

As a refresher, this is a summary from Derrick Feldmann, President of Achieve, on the growing significance and power of Millennials:

Approximately 80 million Millennials live in the U.S. today. Collectively, they spend about $300 billion annually on consumer discretionary goods. And by the year 2020, they will make up 50% of the workforce.

Soon, Millennials will no longer be the “next generation;” rather, they will be the majority of your co-workers and employees. [And I’d add, the majority of your donors and supporters.]

Millennials are building a culture that knows how it feels to contribute to a cause and attempt to solve social issues…It is not overstating to say that a big part of the nonprofit sector’s future relies on its ability to respond to these young people’s charitable inclinations.

Invite them. Inspire them. Seven steps to get started.

How do you begin to engage Millennials? Here are seven ways you can bring Millennial energy, innovation and advocacy to your organization.

1. Bring Millennials onto your team. Hire Millennials. Invite one or two to join your board. Even if you have a give/get for board members, encourage Millennials to run a race or do a crowdfunding campaign as a way to fulfill their commitment. They’re worth it. With their robust social networks, youthful passion and idealism, they can contribute in ways that are more important than money. Think of Millennial team members as beacons that can shine a light on your organization with huge networks of friends, family and colleagues.

2. Inspire with images and video. Shift your marketing focus from facts and data to people and impact stories. Check out how our client, the United Way of Central Maryland uses a beautiful image and video to present a clear, simple fundraising message. Click here for a guide to using visuals effectively.

3. Enlist with emotion on social channels. Inspire young supporters to share your mission by capturing their attention in your social channels with emotion: empathy, humor, pain, triumph. Investments in photography and video can pay big dividends, as inspiring content is more likely to be shared. The campaign of actress Lauren Luke, Don’t Cover it Up, inspired women, especially Millennials, to confront partner violence, not to “cover it up.”

4. Empower them to get involved, not just to give. Inspire Millennials to volunteer based on their top motivators for getting involved: Passion (79%); Meeting people (56%); Gaining expertise (46%). Get them involved through activism, professional groups, and leadership opportunities. The United Way of Central Maryland has built a passionate base of Millennial supporters with its Emerging Leaders United program, by focusing on these motivations.

5. Focus on your website. Meet Millennials where they are: online (and on their phones). With the rise of social media, many organizations focus their online outreach, updates, and photos on these platforms, often neglecting their core website. Your website is the center of your online universe - the sun to your orbiting social media planets. And leaving out of date or generic information on a website is a major turn-off for Millennials, and everyone else!.

Also, your website has to be mobile-friendly. 87% of Millennials are carrying smartphones everyday. A mobile-friendly online environment will keep mobile users engaged and enable impulsive action from an impulsive generation.

6. Launch a monthly giving program. One of the hottest trends in philanthropy mirrors a trend we see in consumer purchasing: the growth in subscription giving. According to the report, 52% of Millennials are interested in giving monthly. A small monthly gift can really add up over months and years. Here are some recommendations on how to start your monthly giving program.

7. Move them to action by ASKING. You’re changing lives every day. And everyday you need support. Millennials want to be inspired, to inspire others, and to make a big impact with their actions and generosity. Tell them how they can help: start a fundraising page, sign a petition, recruit volunteers, host an event, join your leadership. It starts with an ask.

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Tue, July 01 2014

Millennials on a Mission: Idealism, Impact, Innovation

Jamie McDonald's avatar

Chief Giving Officer, Network for Good

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Filed under:   Nonprofit leadership •

Editor’s note: I’m pleased to introduce Network for Good’s Chief Giving Officer, Jamie McDonald, as a contributor to The Nonprofit Marketing Blog. Jamie will be sharing her insight on philanthropy and trends in giving, as well as updates from the field.

During this year’s Millennial Impact Forum (also known as MCON), thousands of leaders in philanthropy, social enterprise, and technology joined together for two days of inspiration from our next generation of leaders. MCON takes place on the heels of the release of the Millennial Impact Report, an annual look at the Millennial generation and the ground they are staking out as they mature into adulthood.

Derrick Feldmann, President of Achieve, the researchers behind the Millennial Impact Project, said in his opening remarks, “We don’t study Millennials because they’re a part of the culture. We study them because they’re defining the culture.”

Here are a few juicy facts from the report:Millennial Donations

  • By the year 2020, Millennials will make up 50% of the workforce
  • 91% of the female Millennials surveyed donated money to charities, and 84% of the male Millennials had donated
  • Nearly half (47%) of the Millennials surveyed had volunteered for a cause or nonprofit in the past month.
  • 22% of Millennials surveyed gave more than $500 to nonprofits in 2013 and 12% gave more than $1,000.

Transforming the Nonprofit Culture

Millennials CycleDuring MCON, transformational young leaders shared their perspectives on giving—and living meaningfully—in a connected world. The conference centered on the key lessons learned since launching the research in 2010:

1. Millennials engage with causes to help other people, not institutions. And, they prefer to perform smaller actions before fully committing to a cause.

2. Millennials are influenced by the decisions and behaviors of their peers. Peer influence plays an important role in motivating Millennials to volunteer, attend events, participate in programs, and give.

3. Millennials treat their time, money, and assets as having equal value. Millennials view both their network and their voice as two additional types of assets they can offer a cause. Aided by technology, an individual who donates his or her voice may still give skills, time, and money.

4. Millennials need to experience a cause’s work without having to be on site. In 2013, more than 60% of respondents said they felt most invested in a cause when the nonprofit shared a compelling story about successful projects or the people it helps.

Throughout the conference, I noted three other key themes that should get you thinking:

  • Millennials are seeking authenticity, and they are skeptical of ‘press-release’ good news, without human stories and data to back it up.
  • They believe in the power of technology to drive real community change.
  • Millennials do not see boundaries between work/play/family. As Jean Case related from a recent conversation with a Millennial, “I want to bring my full self to everything I’m about.” So employers, nonprofits, brands and Millennials are joined together in a cycle of engagement that unifies them in a way that did not exist in prior generations.

The Future of the Social Sector

As a nonprofit leader, why should you focus on Millennials, whose resources are small relative to their older counterparts? It’s simple. They have the power to generate passion, engagement and donations for your cause. (And, in less than 5 years, the oldest among them will be moving into major donor income levels.)

The strategies for engaging Millennials are no longer just preferences. They have become the norm for effective communication with all ages. As Derrick Feldmann puts it, “It is not overstating to say that a big part of the nonprofit sector’s future relies on its ability to respond to these young people’s charitable inclinations.”

Ready to recruit and engage Millennial talent for your organization? Download our free guide.

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