Don't give up on fundraising

Our company held a summit not long ago for nonprofit organizations. The purpose was to establish a forum for these organizations to share their best practices and perhaps help them find solutions to some of their challenges - not the least of which is fundraising.

Over and over again, we heard how the economy is negatively affecting giving. But historical data shows that donors continue to give during recessions, and nonprofits can continue to raise funds.

But to do so effectively, they must make a clear, compelling case about their programs and their impact. Research shows that caring people give when the message matters to them.

People don't give just because there's a need; they give when there's a connection, when the message is clear, easy to understand, substantiated and grabs their attention.

Nonprofits have both the need and opportunity to creatively connect with donors and community stakeholders. Just like "for profit" companies, it's their brand and their ability to deliver on their brand promise that will connect them with their donors.

Are we rushing to tactics again?

Last week, I read an article from the Miami Herald reprinted in the Cleveland Plain Dealer about advertising and PR firms considering consolidating to take advantage of the ever changing, yet not fully developed social media opportunities of Facebook, Twitter, and YouTube...and, so many others. Seems clients are tired of wasting their money and want to be much more highly targeted with their messaging. This is news?

The same thing was said and done yesterday, five years ago, twenty years ago and countless other times with sales promotion, trade show exhibiting, direct mail, database marketing, on-demand printing, premiums, websites...whatever the next hot topical tactic was at the time. And agencies gobbled up firms left and right, to provide the resources.

According to the author "firms are rushing to integrate the once separate fiefdoms of PR and advertising." Why?

Because PR firms were quicker to see and pick up on...and capitalize on...the communication potentials of tweets and links. They got it faster - so now agencies are looking to fill their voids.

Why?

Because they are losing the revenue, losing their footing and the dialogue with the client. It's that simple. Advertisers (a lot smarter than they used to be) are clamoring for this expertise and agencies just don't have it. Just like sweepstakes management or websites, some years ago.

What's the real deal? Well, it's a lot more than acquiring or building a bunch of departmental tactical experts, meeting together more often and parsing out the work.

Smart marketers are way ahead of this game. For years, those who have understood how brands are built have been integrating the marketing communications - either by themselves or with smart strategic shops. They develop their brand first, discover the unique distinctions, create strategies, invest in and empower engaged employees and then push the claims outward with proper, well-defined, well-justified tactics. Could be a tweet. Could be an outdoor campaign. Might be both.

Start strategy smart. Facebook might be your answer but, yet, so might a revised, redesigned point of sale program.

Effective E-Mail Marketing

With the popularity of blogs, Twitter, Facebook and other social media, a lot of our clients have been wondering whether e-mail marketing is a thing of the past. Our answer? Not at all. E-mail marketing done right still works.

E-mail marketing can still be effective for a variety of reasons:

• It can be highly targeted.
• It can be customized and personalized.
• It's cost-effective; while not free, you can do it without breaking the bank.
• It's fact and data driven.
• It's easy to track.
• It 's top-ranked for ROI among direct marketing tactics by The Direct Marketing Association.

So what does e-mail marketing "done right" mean? It means adhering to the basics of direct marketing while acknowledging and incorporating the best practices of e-mail marketing.

Since e-mail marketing is a form of direct mail marketing, the basics include a clear strategy, a targeted, accurate list, an effective message that's consistent with your brand, a way to ensure that your message gets to the right people and a way to measure your results.

That said, here are ten best practices of e-mail marketing that will help you increase the effectiveness of your next e-mail marketing campaign.

1. Avoid using words such as "Free," "Save" or "Discount" in both the subject line and content of your e-mail; they will increase the likelihood of your e-mail getting caught in a spam filter.
2. Minimize imagery. If your images take too long to load, many e-mail users won't wait and will ignore or delete your e-mail.
3. If you want to include links in your e-mail - for example, for special offers - make them bold, underlined and blue. Research indicates that Internet users respond better to these types of links.
   
4. Personalize your message, especially if it begins with a greeting, and be sure to include your signature.
5. Don't use traditional direct mail copy in your brand messages. Internet users want information quickly and clearly so keep your copy brief, simple and concise.
6. Don't use attachments. Some people fear opening them because of the incidence of computer viruses.
7. Make it easy to unsubscribe - preferably with one click.
8. Send out e-mail Tuesdays or Wednesdays - these days have been shown as the times when people are most receptive to e-mail communications.
9. Make sure you've included a call to action and clear way to contact you.
10. Don't buy e-mail lists. You're more likely to get the responses you want from those who want to hear from you.

Think of e-mail marketing as another way to build long-term relationships with customers and deliver on your brand promise. It's a communications tool that has great potential to strengthen your brand and your organization.