Kivi's Nonprofit Communications Blog

I love helping small and medium-sized nonprofits communicate more effectively with their members, donors, volunteers and other supporters, so that together, they can make the world a better place. I do that as a blogger, trainer, coach and consultant.

I believe that even the smallest nonprofit staffs with the most modest budgets can achieve tremendous results through savvy marketing and communications. I hope this blog and my online marketing training and other resources encourage you do just that, while helping you grow as a do-it-yourself nonprofit marketer and communications professional.

Please comment on posts and feel free to contact me with your questions and comments. You can also learn more about hiring me as a coach or consultant. P.S. Curious about the photos?

Photo by kevindooley on Flickr

The nonprofit blogerati have been weighing in lately about how nonprofits are bad, bad, bad for looking at social networking as a way to market their organizations. And “communications” seems to have become a dirty word too.

Here are a few samples:

Online Social Networks are Not Mailing Lists by Michael Gilbert of the Gilbert Center. “Once the idea of ‘online social networks’ starts tugging at their sleeve, these are the unfortunate kinds of questions that nonprofits start asking: How do I reach new audiences? How can I get my message out? . . . ”

Holly Ross at NTEN agrees in R-E-S-P-E-C-T. She sums up Gilbert’s points this way: “He argues that thinking about how to use social networks as communications channels is disrespectful” and says that she agrees with him.

In last week’s Chronicle of Philanthropy chat on online marketing, in response to a question about creating online publicity, Beth Kanter said “The word ‘publicity’ implies communications, broadcasting - not social media.” And to a question about using Twitter, she replied “Twitter is not a promotion device!!”

Why I Disagree

Their key point seems to be that nonprofits should use social media/social networking only for listening and learning through engaging in conversation. You cannot expect anyone to listen to what you have to say, unless you are listening too and responding in kind. With this basic premise, I do agree.

However, I strongly disagree with this whole notion that nonprofits who want to use social networking as part of a larger communications strategy, including as a way to get their messages out and to reach new people, are somehow being disrespectful for even considering it.

I’ve gained immeasurably from Michael, Holly, and Beth’s work and insights on technology issues. But this kind of flagellation of nonprofit communicators makes me want to pull my hair out.

How It Looks from Here

It feels to me like they are giving special golden status to what is really just one more set of tools (albeit some very cool ones) that help people communicate with one another and connect in different ways.

Maybe they are talking about the big nonprofits with budgets in the many millions of dollars with staff whose job descriptions actually include words like “social networking.” And maybe those organizations should be much more sophisticated than they are about their approach to social networking.

But those are not the kinds of organizations I work with and train on a daily basis. The nonprofits I work with are much, much smaller and have much more limited resources. They often don’t even have a full-time staff person dedicated solely to communications or even to fundraising.

So for these groups, let’s get real: “listening” and “learning” are luxuries.

“Listening” is something that might happen once a year in a survey. I know many readers of this blog don’t even have a budget line item for traditional training, let alone some extra hours in the day for “learning via social networking”. The to-do list is already miles long, and unless they can find a way to show their executive director or board how using social media is going to pay off in some tangible way, it will stay way down at the bottom of that to-do list.

In other words, the decisionmakers will ask “If we can’t use social media to market our cause, why bother?” And if you listen to the voices above, your answer will probably be, “Listening and learning are important. But you are right — we just don’t have time for that right now. We need more than listening and learning as an outcome. Nevermind.” And that, I think, would be a real shame.

A Better Way to Look at This Issue?

Instead, I turn to my friend Katya Andresen’s definition of respectful nonprofit marketing: “Asking people what they care about and then relating our cause to their values is respectful. Good marketing is a conversation.” This is from her post, Is Marketing Slimy? and I believe that it applies to social networking as well. The harm is not in using social media as a communications tool, but in treating that tool as if it were a megaphone. “Communications” is NOT automatically one-way (as many nptech bloggers seem to think), but includes one-way, two-way, and every-which-way movement of information and insights.

When you use social media/networking tools as they were meant to be used — to engage in real conversations where you neither control nor dominate the dialogue — then I see no problem with using them to talk about your cause and your work and to make new connections too. And when you do that the right way, you will also learn a whole lot in the process, too. It need not be an either/or situation.

Filed Under: Nonprofit Communications, Nonprofit Marketing Strategy, Social Networking

Tags: nptech, wearemedia

“Conversation in the Clouds” by Swamibu on Flickr

The Chronicle of Philanthropy hosted a live chat earlier this week with Beth Kanter (Beth’s Blog) and Jonathon Coleman (The Nature Conservancy) called “Building Your Online Presence on a Tight Budget.”

Beth and Jonathon are two of my favorite social media experts, so I took a few minutes to read the transcript today.

I recommend that you look over the whole transcript yourself, but here are a few points that stood out for me:

- Beth has an insane amount of material online and available to you! I knew this already, and it’s one of the reasons she is a favorite, but all of the links she shared during the chat definitely reinforce the value of the treasure trove that is her blog, wiki, etc.

- Lots of people are questioning the amount of time they need to invest in social networking sites like Facebook and what you get out of them for all that time. The metrics are still evolving, but focusing on what you learn from the conversation versus more standard fundraising or marketing metrics is the way to go right now.

- Search engine optimization and linking strategies are still incredibly important to the success of your website, as is great content. David Westbrook and I will be spending much of the hour during our July 30 webinar, “Attracting More Website Visitors: Traffic Building Tips for Nonprofits” on these topics.

- You don’t need much money to be a rock star in the nonprofit world online (although it certainly helps). What you do need is big buckets full of time. Time to read all the great how-to and what-for material out there. Time to sort through your options. Time to experiment. Time to participate in the conversation. Time to contribute in meaningful ways. So I take that back. You do need money to pay your staff for all this time they are spending working on your social media strategy!

- There’s some tension between the idea of using social media for publicity or promotion and using it more strictly as a conversation tool. I don’t think these two ideas are mutually exclusive — having good conversations with people can be a type of promotion — but I do agree that the conversation should come first.

- Nonprofits are overwhelmed by the options and the long list of to-dos associated with doing social media and online marketing right. I hope this blog and my nonprofit marketing webinar series are helping you feel less overwhelmed and more like you can tackle these tasks with confidence!

Filed Under: Accidental Techies, Nonprofit Communications, Online Marketing, Social Networking

Tags: conversation, nptech, social media, web 2.0

Photo by Cam in Van on Flickr

I thought this might happen, and sure enough, the Canadians want in on the free webinar upgrade program I announced yesterday for nonprofits in these eight U.S. states! So, I’ve gone back and checked the registration records and Googled the list of Canadian provinces and territories (how many can you U.S. citizens guess of the 13?).

It’s the same deal: If you live in one of the areas listed below, I will convert your $35 webinar registration fee into an All-Access Pass ($97), which gets you access to 12 weeks of live webinars, plus the webinar archive and our on-demand courses. All you have to do is register between today and July 31, 2008 for any webinar currently on our schedule.

This offers applies to nonprofits in the following areas of Canada:

- Saskatchewan
- New Brunswick
- Nova Scotia
- Prince Edward Island
- Newfoundland and Labrador
- Yukon
- Nunavut

I’ve had attendees this year from nonprofits in Alberta, Manitoba, British Columbia, Ontario, Quebec, and Northwest Territories, so if you live there, this particular offer doesn’t apply to you.

Spread the word to your Canadian nonprofit friends!

Filed Under: Online Courses

Tags: webinars

Photo by Nataliej on Flickr

I was just reviewing the registrations to date this year for the Nonprofit Marketing Guide webinar series. We are approaching 500 nonprofits participating, from 42 U.S. states, 6 Canadian territories/provinces, and a handful of other countries (Yes, you Aussies and Kiwis can register and view the recording the next day, so you don’t have to get up at 4:00 a.m.!)

I’d really like to be able to say that nonprofits in all 50 states have participated in our webinars, so that means I need nonprofits in these eight states to register:

- Delaware
- Hawaii
- New Hampshire
- North Dakota
- Rhode Island
- South Dakota
- West Virginia, and
- Wyoming

Here’s a big incentive: I will convert the $35 webinar registration of every nonprofit in these eight states into an All-Access Pass ($97), which gets you access to 12 weeks of live webinars, plus the webinar archive and our on-demand courses. All you have to do is register by July 31, 2008 for any webinar currently on our schedule.

Spread the word to your nonprofit friends in these eight states!

UPDATE: Now there’s a deal for Canadians too!

Filed Under: Nonprofit Communications, Online Courses

Tags: webinars

Nancy Schwartz has just released the list of winners of the 2008 Nonprofit Tagline Award Competition. Watch for her full report on nonprofit taglines, coming in September.

2008 Award Winners

Arts & Culture: Where Actors Find Their Space -NYC Theatre Spaces

This clearinghouse for NYC rehearsal and performance spaces uses a double entendre to go beyond a description of its services and highlight the value of its work.

Civic Benefit: Stand Up for a Child -CASA of Southwest Missouri

CASA’s tagline provokes anger, compassion and a desire to help, in just five words.

Education: Stay Close…Go Far. -East Stroudsburg University of Pennsylvania

This simple yet distinctive tagline from East Stroudsburg cuts through the clutter. Its straightforward character mirrors that of the school.

Environment & Animals: Helping Preserve the Places You Cherish -LandChoices

LandChoices’ tagline thoroughly communicates the value of its work while evoking one’s most precious memories of walks in the woods, wildflower meadows and childhood camping trips. There’s a real emotional connection here.

Grantmaking: Make the most of your giving. -The Greater Cincinnati Foundation

This clear tagline articulates the value of the foundation for donors considering an alternative way to give.

Health & Sciences: Improving Life, One Breath at a Time -American Lung Association

This unexpected focus on the breath-a core element of life-gets attention, and understanding.

Human Services: When You Can’t Do It Alone -Jewish Family & Children’s Service of Sarasota-Manatee, Inc.

This tagline tells the story succinctly and powerfully: It’s all about getting help when life becomes overwhelming. It makes a strong emotional connection.

International, Foreign Affairs & National Security: Whatever it takes to save a child -U.S. Fund for UNICEF

UNICEF engages hearts and minds with its passionate focus on helping children. Who could turn down a request for a donation?

Jobs & Workforce Development: All Building Starts With a Foundation -Building Future Builders

Voters enjoyed the word play here: It adds depth of understanding without being glib.

Religion & Spiritual Development: Grounded in tradition…Open to the Spirit -Memphis Theological Seminary (MTS)

MTS conveys the two equally important halves of its values and curriculum in a way that makes you think about the connection.

Other

• The Art of Active Aging -EngAGE

EngAGE surprises with the imagery of active aging and the use of the term “art” to describe the way it does its work.

• Because facts matter. -Oregon Center for Public Policy (OCPP)

This tagline introduces the nature of OCPP’s impact in Oregon and entices the reader or listener to find out more. Its value proposition-the truth-is particularly compelling at a time when facts are frequently disregarded in public debate.

Filed Under: Messages and Tag Lines

Writing is a really tough chore for a lot of nonprofit staff, which is one reason why I’m teaching a webinar called “Nonprofit Writing Stinks: How to Bring Your Writing Back to Life” on Wednesday of this week. I want to share some fairly easy tricks that I’ve learned over the years that will take some of the mystery out of good nonprofit copywriting.

As part of the webinar, I’ll poke fun at the buzzwords we use in the nonprofit sector. I’ve added a Nonprofit Buzzword Bingo game to Nonprofit Marketing Guide.com as a webinar bonus and you can play along too! I’m as guilty as anyone when it comes to using the words in the game, so let it be a fun reminder for all of us, professional writers or not!

You can also add tech terms to the nonprofit buzzwords (select “Nonprofit and Tech Buzzwords” from the drop-down menu), creating an nptech version, and you can customize your cards by adding your own words and deleting others from the list. If you feel certain buzzwords are worthy of permanent listing in the game, feel free to leave a comment on this post and I’ll consider adding them.

Thanks to Lukertech for the script!

Filed Under: Copywriting, Just for Fun

Tags: bingo, buzzword, nonprofit, nptech

Wondering what nonprofit books you should be reading this summer? Skip on over to the Carnival of Nonprofit Consultants at Sea Change Strategies for a good list.

Next week the Carnival will be hosted by Zen and the Art of Nonprofit Tech.

Filed Under: Carnival of Nonprofit Consultants

Yesterday I wrote about how you can use thank you notes to set yourself apart from the competition, because lots of nonprofits (1) don’t do thank you notes at all, (2) don’t do them very well, or (3) overlook easy opportunities to touch their donors’ hearts.

Here’s another story for you about the power of a personalized note, even if the text of the note isn’t that stellar.

When I receive thank-you notes from charities, they usually get filed immediately in my tax deductions folder. But there’s one note that I’ve left on my desk for months now.

We vacation on Ocracoke in North Carolina’s Outer Banks every year, and this year, I noticed that Ocracoke Island Realty asked people renting houses to contribute to local charities. They would match the donations dollar for dollar. (Word to the wise: If you live near a vacation hot spot, copy this idea immediately!)

So I gave $10 each to a few of the charities, including Ocracoke Child Care. We always see the same wait staff working at two or three places, often in the same day, so I know that child care must be critical for the hard-working people who make my week of vacation such a pleasure. I expected the realty company to acknowledge the donation, but I did not really expect individual thank-you letters from the charities.

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:

I have little kids and therefore more of this kind of stuff around my house than you can possibly imagine. But this grabbed me nonetheless. Why?

In part, because it was so unexpected, but primarily because even though I have no idea what these people actually look like, I can see the center director Amanda, who signed the letter, sitting down at one of those little tables and asking Yoselyn to grab a crayon and draw this picture for me. I can see her asking the little girl what this is (as it might not be quite obvious to the untrained eye) and adding the title and signature to this masterpiece. They took a little extra time to personalize this letter in a way that only an agency that works with little kids can, and I only sent them $10! But you can bet they’ll get more out of me next time we reserve a house.

Now, of course, kid artwork isn’t going to be appropriate for everyone. But every nonprofit can come up with some kind of equivalent way to personalize their thank you notes and make a much more direct, human connection between the donation and the standard thank-you letter in reply.

Here are a few more goodies for you about thank you notes from some notable voices:

From Jeff Brooks: 40 Thank You Notes = One Grateful Donor

From Katya Andresen: Thank Three Times for Each Ask

From Sandy Rees: Ten Ways to Energize Your Thank You Letters

I’ll talk more about thank you notes during next week’s webinar on nonprofit writing. Tell me about some of your favorite thank you notes by leaving a comment.

Filed Under: Copywriting, Fundraising, Nonprofit Communications, Nonprofit Marketing Strategy

Tags: thank you notes