Authenticity: The Crux To Connecting with Millennials

You would have had to be under a rock for the past five years to not have heard about the value of authenticity. I'm talking about authenticity as a brand and authenticity as a leader.

The reason for so much discussion is clear. Millennials, now the largest consumer group in the U.S., not only value authenticity but they demand it.

I need look no farther than at my own 20-something sons.

Homogeneity isn't a default setting for them. They choose to surround themselves with authentic people -- blue-collar, white collar, musicians, doctors, hair stylists and Peace Corps workers -- the only common bond seems to be that these young men and women live authentically.

In other words, they live life on their own terms.

Elite Daily, the premier online news platform for and by Millennials, reveals in a 2015 research study the following finding:

"43% of Millennials rank authenticity over content when consuming news. They first have to trust a company or news site before they even bother reading the content that they provide. Blogs are meant to be authentic and many of them are run by a single individual. Millennials connect best with people over logos."

Now if you're a leader steering a company, working to attract the best employees or marketing products to Millennials, this is a wake-up call for you. In fact, the longevity of your career and your brand may very much depend on it.

Yes, I know that being authentic might be easier said than done. After all, a lot of us are used to "playing a role" in our jobs and in our relationships. But as research shows you, that is really no longer acceptable.

So how do you work toward becoming that "true version of yourself" particularly if you're a leader?

Well,  Bill George, former CEO of Medtronic and author of the book "Authentic Leadership," says 4 key traits are present in every authentic leader:

1. They are self-aware and genuine. Authentic leaders clearly know their strengths, their limitations, and their emotions. Most importantly, they show up the same way whether in the conference room or on the back patio. They do not fear looking weak by admitting their mistakes or weaknesses.

 2. They are mission-driven and focused on results. Authentic leaders work to carry out the mission and achieve the goals of their organization. They seek results for the good of the company, not for their own personal gain.  

3. They lead with their heart. Authentic leaders do not fear showing their emotions or their vulnerability when connecting stakeholders. When communicating with employees or customers, they do so in a direct manner but it’s always done with empathy.

4. They focus on the long-term. A key principle in Bill George’s model is that authentic leaders are focused on long-term shareholder value. Authentic leaders realize that to nurture individuals and to nurture a company requires hard work and patience, but the approach pays large dividends over time.

Now be honest. Doesn't the idea of  being authentic sound a whole lot better than conforming to a predetermined role?

~HCollaborative.com~

Dangers of Isolation: Lesson from a Habitat Build Day

If you've ever doubted the idea of one being a lonely number, you most likely have never worked on a Habitat for Humanity build site.

Last week, I spent my Saturday with a dozen other volunteers finishing up two new and affordable homes in Portland's Cully district. In fact, the house I helped paint was to be occupied by its new owner and family three days later.

Everywhere you looked on the site, the Habitat staff teamed up with the volunteers to see to it that the necessary tasks were performed with excellence. No one-man-bands in sight. Just the teams of painters, sawers,  and cleaners as they went about their business being accompanied by Brazilian music on one boom-box and old Steve Miller tunes on another.

Yes, there was the occasional volunteer doing a little rumba step thanks to the music tickling his backbone.

From time to time, one of the Habitat leaders would remind us of the need for hydration. "Take a break...get some water in you," we would hear on occasion. After all, these passionate folks were out on this site known as "Helensview" 5 days a week, week-after-week.  

Clearly the work completed during those six hours could not have been done without that strong esprit de corps.

What I mean by that is that isolationist thinking serves no one. No community, no organization and no country. Certainly , not in this day and age.

Practicing teamwork builds more than houses. It builds satisfaction and esteem.

And it truly is how things will always get better.

Which means, of course, better product, better marketing and better(happier) employees or team members.

In fact, it's how we have built our conscientious marketing agency.

It's clearly what Millard Fuller saw when he and his wife started Habitat for Humanity in 1976. And I think it embodies what Helen Keller wrote when she penned the words, "Alone we can do so little; together we can do so much."

~HCollaborative.com~

Have What It Takes to Persevere? What Blackberry Bushes Teach Nonprofits

I took a walk last week with the pooch, Simona.  She is curious and loves a new “sniff” adventure, so I tried out a new path in my Beaverton neighborhood.  It was quiet, peaceful and overgrown with blackberry bushes.   The berries, still green, wait in anticipation for more summer warmth and sun to ripen.

And the thorns were sharp, intimidating.

And being the “pocket biologist’ that I am, I thought about the evolution of blackberries. How they go from prickly thorns to ultimate sweetness as they ripen and find themselves in that first blackberry pie.   The blackberry bushes were green and lush, but I know that to relish the berries later in the summer, I will need to overcome the nasty barbs that keep friend and foe away.  Still, I will dive in come  August, with long sleeve shirt and pants, and risk getting scratched.   

I do it every year. It is worth it.   I am willing to persevere, to figure out how to reach behind the thorns, perhaps with a plank thrown against the bushes,  to get to the biggest berries up high and in the back, which often end up in my stomach and not in the pail.

It reminds me of how in our organizations we encounter thorny and even painful challenges and circumstances that deter us from our goals.  We humans generally like to avoid discomfort, and yet it is the brave in our businesses that persevere in spite of the obstacles.   It’s important not to be dissuaded and like the berry picker, although we may suffer a few scratches, stay the course and overcome the barriers we encounter.  We know the reward is in sight.  We do not turn away … and take a step forward in spite of the barbs.

To that end, here are a few ideas to help us persevere in spite of challenges:

1.       “Go berry picking with others”:   laugh and enjoy the challenge with others on your team.  In other words, share the “pain” and overcome obstacles together.

2.       Get creative and use your right brain.  Sometimes we overanalyze our challenges, using logic.  Instead take out a pencil, crayons, chalk and draw a solution.    Stick with it, and you may be surprised at the visual answers that emerge to address that issue.

3.       Finally, perseverance is also about attitude.  Two steps forward and one step backward is progress.  So celebrate the small wins.

 And enjoy that first piece of blackberry pie.

~HCollaborative.com~ 

What Is Conscientious Marketing and Why Should You Care?

 "Feeling a moral responsibility to do your work carefully and to be fair to others"

According to the Cambridge dictionary, that is the definition of "conscientious." Marketing is defined as:

"Understanding your buyers really, really well. Then creating valuable products, services, and information especially for them to help solve their problems"

You put the two words together, a descriptive adjective followed by a noun, and you get the essence of what our business is all about.

Today, mission-driven organizations and corporate America cannot ignore the mandate coming from their constituencies.  To ignore the planet, to ignore people, to ignore social purpose is a certain path to failure.

Just take a look at the numbers: a 2014 research study by Nielsen reports 55 percent of global online consumers across 60 countries say they are willing to pay more for products and services by companies that are committed to positive social and environmental impact.

While the idea of social purpose is not new (think Patagonia, Ben & Jerry's, Toms Shoes), the "reshaping" of main street organizations and businesses so they can market their goods and services in a conscientious manner is. Which includes everything from how the product or service is created to how it is delivered to how it is marketed.

This where we at HCollaborative come in. We have spent our careers in ad agencies and corporate America. Certainly there is no denying that the marketing of goods and services has been part of our performance. But recently, the two of us felt a "calling" to take our senior-level marketing souls to a higher purpose.

The thinking is simple.

We have a moral responsibility to make sure the work we do provides what the world desperately needs. Not just spitting out strategies or creating a campaign to increase profit, but doing so with humility and in a manner that is fair and equitable to people and the planet.

Which is the essence of what conscientious marketing is all about.

Care to join us?

~HCollaborative.com ~

Is Your Donor Base Bored? (Hint: Research Says So)

A new research study from Abila, the nonprofit software provider, details the state of today's donor. You find might find it a bit unsettling particularly if you place a high priority on donations.

The common reasons donors do not send their monies to your organization can be summarized with 3 bullets:

·         35 percent find the content too vague

·         25 percent have no interest in the programming

·         24 percent say the messaging is dull and boring

But there is a silver lining in all this. What donors do like, according to the study, is short and sweet messaging:

·         75 percent prefer a short, self-contained email with no link

·         73 percent like a two to three paragraph letter or article

·         60 percent like a YouTube video less than two minutes

Short videos are identified in the report as the most likely medium to spur action, be easily understood and convey a powerful story.

In previous blog posts, we have touted the power of emotion in your messaging, clarity in your writing and the use of video to engage your constituents. And research (see above) bears out that is exactly what the 2016 donor wants in your conversations with them.

If you place a high value on donor engagement, we suggest you read the entire study's findings for more detailed insight including frequency of communication preferences by Millennials, Gen Xers and Boomers.

We're betting you are anything but boring.

The same should be said of your messaging.

~HCollaborative.com~

For Earth Day...I DARE YOU To Listen To This Environmental Hero and Not Be Moved

Earth Day.  Do you think twice about this international movement? Like many Americans perhaps you woke up today and re-committed to upping your “green” efforts in some way .  Maybe it means promising to ride the bike one more day to work.  Or only using recycled materials in your office, or maybe even a commitment to start volunteering for one of those inspiring nonprofits that are all about sustainability, like our friends at Trash for Peace, a local nonprofit in Portland  www.trashforpeace.org

We all make our small efforts, and these steps magnified across many make a difference in ensuring a green planet into the future. But for some individuals, efforts towards environmental sustainability involves more sacrifice.  These are the true heroes of Earth Day, and they are recognized each year at the Goldman Environmental Awards ceremony. 

HCollaborative's freelancer Chris Allen,  through his SF advertising agency, helped plan the media and communications strategy for this year’s Goldman Environmental Prize winners, such as Maxima Acuna from Peru.  We hope you are inspired by her story as shown in this video this Earth Day.  

To find out about the 5 other winners, check out the Goldman Environmental website  www.goldmanprize.org

As a company built around helping and serving others,  HCollaborative  is happy to support people like Maxima and the Goldman Prize as they work to make the world a better place.

Nonprofits: Do You Have an Ambassador Program? Here's How:

Do you have fans?  Are they loyal donors, clients, partners?  Are you using them as your ambassadors?  Are they part of your Friendraising Team?

One of the new “golden rules” of nonprofits is to utilize your fans as champions in telling your brand story.  We have all heard about the value of testimonials, but rarely do we go beyond asking our fans if we can quote them in a collateral piece or use their statement on our website.

 What I am talking about is a formal and well-thought-out program --- that proactively harnesses their goodwill towards your organization – turning those individuals who have experience with your nonprofit into evangelists to augment your fundraisingor promotional efforts

So how do you find these ambassadors?  Well the reality is that they rarely come to you unless you ask.  And it isn’t that hard to identify them.  Here are five ways to do that:

1.       Check your Facebook page and see who gave you a good review or made a positive comment.

2.       Ask you reception team to create a field on their intake form to mark if there is a positive comment. Don’t forget to script the staff to ask if someone from the company can call them back, when they have given a positive comment.

3.       If you do customer surveys, include space at the end where people can give you contact information, and follow-up with a phone call.

4.       If you do community outreach or staff tables at conferences, community events,  then keep a sign-up sheet at the table. Note if they are a current client, donor or partner. If they say something positive, ask for their name.

5.       If you have a client e-newsletter, ask readers to share what they like about your company, and then follow-up with them.

Great, so you now have a list of some customers who really like you.  What do you do next with these folks? The most important thing is to make them feel valued and appreciated.  Often people feel honored and validated when you ask them to help you out.    Deep down many people want to feel needed.  So ask them to help you SPREAD THE WORD!  As communities become more multicultural, some of best ways to market is through word-of-mouth.    

Many cultures, including the Latino and south Asian cultures, often make buying decisions based on a referral from someone they know.  So if you have fan that likes you, that trusts you and your services, they can help pass that trust on to their friends and family.  Fundraising is done through them! 

Ideas to Create a Formal Ambassador Program:

·         Create a brief ”job description” for your ambassadors, so they know what they can expect.

·         Send a formal letter of invitation, signed by one of leadership team members, asking them to be a part of your Ambassador program.

·         Provide them with collateral materials, information, and ”talking points” about the organization.

·         Determine if there is a way to acknowledge their efforts – perhaps a social event with food and beverages.  Or perhaps give them a small certificate of recognition.

·         Highlight them in your e- newsletter.

·         Give them branded business cards, or a pin with the organization’s logo and their name for when they are out in the community.

·         Give them permission to email you with ideas or comments about how to improve things.

·         And MOST IMPORTANT OF ALL…. Ask them how they want to be an ambassador – they may create a vision of an ambassador that is totally different from yours.  The key is to listen and let them spread the word in a manner that works best for them.

The new world of nonprofit promotion and branding is all about sharing and social engagement.  An Ambassador Program puts your nonprofit squarely in alignment with this new paradigm.

Instant Emotion for Your Nonprofit Brand: Music

I’m all about getting emotional. I want messaging that makes me feel something.  And quite honestly some of the communications coming out of nonprofits just doesn’t cut it.  It’s pretty bland with its pretty photos and less than memorable  words, that look like everyone else’s advertising and branding.   There is no differentiation. I think we need to use venues that include compelling music to set the tone for brand story telling .   

Sure, we all have our favorite genres of music, but I maintain all music connects with the brain in a different way. And use of this branding  element makes the brand story much more memorable.  Today with the ease of YouTube, nonprofits can convey their the story with compelling music that will draw the customer in. Combine it with some imaginative animated illustration, and you have set the hook to  reel me in.

Experts say it is because “music distinctly transcends other sensory experiences.”  (Music and How It Impacts your Brain, Malini Mohana) .  Transcending is a pretty "out there" word but the latest brain discoveries around music reveal that the brain processes and translates music into emotion.  And this phenomenon crosses all cultures.

Music stimulates the brain to remember images, smells, and feelings that aren’t stored in memory.  I guess that is the transcendence part of it—and it’s somewhat of a mystery how this happens.  But I’m sure we all have an experience when we heard a melody or tune, andwere transported somewhere else, that we couldn’t just recall with memory alone. 

Music  triggers an emotional response.     Professor Daniel Levitin, a neuroscientist and composer, explains the mystery by stating that music impacts the brains emotional, language and memory centers, creating a new experience.  And guess what? You really feel something that  touches you.  It may even bring a chill or take your breath away, or take you do a different place.  Levitin goes on to say this process can only be described as standing halfway between thought and phenomenon.

Well enough science.  We all get it. Music does the job of creating its own story world, outside of the ordinary.  And so the message of the nonprofit, be it a video or ad, are even more differentiating. Given this reality, it is surprising that marketing agencies aren’t more insistent about using music to accompany their brand story.  And if you do decide to use music, consider local musicians to write some music for you.  The right music can evolve to be your own distinctive tune.   

Let’s all raise the bar with better, more emotionally provoking music when we promote our message.  It’s a powerful tool in any nonprofit marketer’s tool box.   

HCollaborative  is a branding and marketing agency that specializes in creating powerful branding and communications for nonprofits often using music, video  and illustration. www.hcollaborative.com  

How the Curse of Cats Improves Nonprofit Communications

You have undoubtedly heard the expression before.

"Curiosity killed the cat."

Now curiosity might be a bad omen for felines.

However, it is anything but that if you're a nonprofit seeking to create high engagement in your communications.  After all, you want to create curiosity about your organization with your prospective funders, partners and clients and then spark an interest to learn more.

It starts with a powerful headline or hook that makes the reader curious.  This applies to both your online and offline marketing communications.  

In fact, good copywriters revere that word curiosity  thanks to the classic teachings of legendary ad man John Caples. His four decades of work in the copywriting trenches, with clients from Fortune 500 to small mission driven organizations,  proved through tested advertising methods that there were only three approaches to writing attention-getting, engaging headlines:

1.     Self-Interest - piquing the interest  about how you as an individual can do something easier or better, e.g. How To Develop Work-Life Balance that Really Works

2.     News - provoking interest in something discovered, e.g.  - New study on Stress Reduction with Practical Tips

3.     Curiosity - generating an insatiable interest to know something, e.g. - How the Curse of Cats Creates Excitement

For us, we prefer the "curiosity" angle. The reason is simple: curiosity lurks deep inside every human being.

George Lowenstein, a professor of economics and psychology at Carnegie Melon University in Pittsburgh,  wrote about the “gap theory of curiosity”.     It is the innate human behavior triggered when people feel a gap exists between what they know and what they want to know.  In other words, they are curious and will be influenced  to take action (for example, read your post, share it with friends or subscribe to your blog).

Upworthy, a well-known content marketing company, takes the theory a step further and actually calls it the "curiosity gap." They use this strategy day-in and day-out as a foundation for the volume of content they craft and post.

It is summed up in one sentence: Simply write a headline that is tantalizing enough to get read to click through but does not give away the whole story.

The same thing applies to your nonprofit communications. In other words, arouse curiosity.

Here's a headline example:

“The 1 secret of delegation to create more time in your workday”

This headline points out the gap in our knowledge (we don’t know the secret that the headline references do we?). And it creates additional intrigue because who wouldn't want to know the secret to delegating effectively while saving time. 

So if your organization wants to break through the 362 ad messages and over 5,000 brand messages respected research giant Yankelovich says the average consumer gets exposed to daily, you need to do one thing.

Get your curiosity on.

It's definitely not in the best interest of cats. But it certainly works wonders if you want to engage your target audience.

~HCollaborative.com~

La Paz Pelicans: A Lesson for Nonprofits about Patience

It was a beautiful morning in La Paz. I walked along the beach as the fishermen arrived with their daily catch.  Standing sentinel were a group of pelicans still and patient. Quietly they waited for the fishermen to toss the fish remains  from a successful day in the Sea of Cortez.  Waiting, waiting, waiting they were poised to dive in for the rewards of their diligence.  Then a splash and suddenly an orchestra of wings, beaks, squawks--a flurry of activity that  prompted the fishermen to laugh.

 Yes, patience pays off.  The pelicans know this. Nature knows this.  Yet here we are, the world’s supreme species, and we struggle with such a simple concept.  And I’ll be the first to admit, that I am one of the worst when it comes to being patient at home and at work. Seems many of us are hardwired from youth to be productive, to set goals and move towards action. In the process, we have forgotten that patience and thoughtful waiting sometimes reaps the biggest rewards.

 Nonprofits create compelling mission statements eager to make things better. Dedicated, passionate, and yet perhaps impatient.  Changing health and social outcomes takes time.  I know I have been conditioned for immediate gratification and like many type “A” folks, I find myself getting frustrated when change doesn’t happen quick enough. I demand immediacy, rather than celebrating patience and an attitude of nurturing.

 A wise boss and colleague from many years back once pulled me aside, and shared some valuable wisdom. He said that we plant seeds, that need time to grow. Our job, he added, is simply to nurture them.

 So here’s an idea. Today, let's celebrate the virtue of patience. Let's slow down and feel comfortable with waiting--- just like the pelicans. Let’s be happy with the baby steps our nonprofit takes every day.   Here are 5 things I am going to try to exercise my patience.  See if they work for you.

 1. Walk and talk slower.  My high energy persona propels me to do everything fast. So I'm going to try to just physically slow my pace.

2. Set my larger goals not within a tightly defined time-frame, but consider them as a process over time---as a direction I am steadily moving toward.

3. Appreciate downtime. This is thinking, creative and regeneration time.

4. Understand the ebbs and flows that go along with the business of running a nonprofit. Working constantly in high energy "steroid-mode"   will create burnout.

5. Be kind to myself.  Yes, do the work to the best of your ability and complete assignments, but don't be so driven to achieve that your health suffers and you forget to treat yourself occasionally.

 Don't let patience become a lost virtue. Just think about the lesson that pelicans teach us. 

Why a Caffe Latte and Effective Writing Compare Favorably

You sit with a good friend in your favorite coffee shop.

You sip your caffe latte served at a most perfect 185 degrees.

What's more, the rich full-bodied espresso and steamed milk in your Italian handcrafted ceramic coffee cup could not taste better.

You exchange stories about your relationships, your jobs, your lives.

Thanks to that wonderful coffee drink, your conversation flows effortlessly.

And that's how it is with effective marketing communications.

Effective communication is always conversational.

It resembles nothing remotely close to what is found in a textbook or academic paper or Harvard Business Review.

You must begin with a simple conversation to engage prospective donors or volunteers.

Forget about "marketing-speak" or industry "buzz terms."

Just be conversational.

Need a simple hint on how you do that? Write with your ears. In other words, write as people speak.

And keep in mind these proven basics of effective communicators:

·         Your sentences should be short and simple.

·         Your language needs to be jargon-free (see above).

·         And paragraphs should be just 3 to 4 sentences for easier scanning and reading.

Also, write in active voice. It grabs hold of your audience.

Keep these simple tips in mind the next time you write a donor letter.

Or a put up a blog post.

Or craft a newsletter.

Your ability to be conversational is crucial if you want to engage your audience and get your message to resonate.

 Nothing like a handcrafted caffe latte to get you stimulated to do just that.

~HCollaborative.com~

Why Your Donor Appeal Must Apply Fly Fishing Logic

I watched the fishermen casting for steelhead along the banks of the Sandy River.  The hooks on their rods featured a colorful array of eggs, lures and flies.

Some of the rods bobbed up and down on occasion. Others stayed quiet and unbending as the winter waters rushed by.

To me, the whole scene symbolized the essence of creating a successful nonprofit donor letter.

Simply put, it's all in the appeal.

When you think like your prospect, you hold the power to create the right attraction.

Back to the analogy here: why does a 27-pound steelhead salmon gravitate toward the gold flash of a lure versus the red and yellow tails of a fly?

This is something you or your writer needs to know before a Word doc ever gets opened to craft that fundraising letter.

Do research.  (And if you haven't done any recent focus groups with your donors, clients or partners, we can help with that.)

What matters to your existing donor base? Are there any specific examples? Inquire of your staff what they hear at your organization's events and gatherings.

Are there specific outcomes to talk about? Have you made significant social impact with data to back it up? Can you show your prospect what kind of return comes about from their giving?

To stay with this analogy, cast, cast and cast out again until something takes a good...strong...bite.

Undoubtedly, it's emotional, balanced with some logical.

That's what moves we humans to action.

As certain as the Sandy river flows day and night, every nonprofit has its own "unique" appeal.

When that appeal is found, it can be the Holy Grail for consistently funding your programs and services. When not, it can be as elusive as that 27-pounder that got away.

~HCollaborative.com~

Nonprofit Executive Directors: Do You Notice the Little Things?

The Art of Observation...

 February is a beautiful month to visit La Paz, Mexico. The air smells fresh, clean and cool, by Baja Standards, and yet you only need a sweatshirt in the evenings.  It’s a nice respite from the rain of the Northwest.  I’m here volunteering for a nonprofit organization called, Centro Mujeres, helping this dedicated group of people  with branding and communications.  It’s rewarding work, supporting human rights and social justice for women.

 I have the afternoons off, so we head to the nearby beach of Tecolate where I like to look for seashells.  During the winter, however, it is especially hard to find these tiny gems of beauty. My search this February  proves quite challenging. But I persevere hoping to discover the hidden, tiny pieces of coral and spiral shells buried in the rubble of the sea debris.

 And soon I am rewarded and fill my tiny bag. Inside it, I see a miniature and delicate world of tiny clam and limpet shells, brightened by shards of red coral. My process isn’t difficult: I sift through the sand carefully and capture the wonder of these shells. As I walk back to the palapa, I think of all the times I did not notice the simple little things around me basically because I wasn’t looking.  

The work of nonprofits is especially demanding, and often there just isn’t the time or energy to stop, pause and take in the small pieces of the organization that sometimes seem humdrum.  The work of an Executive Director is to see the big picture, the overarching strategy and vision. Yet pockets of great creativity surround us at neighboring desks and cubicles. There is so much to appreciate and value if we simple pause a moment and observe.  

 As a branding and marketing strategist, I am humbled to learn from skilled artists, illustrators and master storytellers, who notice the little things intuitively. A simple turn of a word to create compelling messaging, a singular sketched line that evokes the emotion of the concept--it seems to come so easy to them.   And then there are the rest of us, a little more left-brained who have to work hard to see the patterns -- the ebb and flow of tiny things that together create beauty. For we are the more logical, analytical and objective types.

 Which brings me to this suggestion... Today, let's challenge ourselves to open our eyes and notice the subtlety of things that work in concert to create harmony in our jobs. Let’s perfect the art of observation. Perhaps these 3 guidelines will help you:

 1.  Take the time to find patterns. Think forest and not individual trees, looking for the synergy and collective rhythm of things to find the big picture.

2. Notice the details that together create the whole.  Each part contributes.  Honor the role even tiny components play in your next strategic or project plan. But remember that alone they are only data points. The sum is greater than the individual parts.

3. Read about social intelligence and try to improve your skills.  This means noticing the little things about your  co-workers....eyes that sparkle when they are doing passionate work, but dull when stressed or burned-out.  Subtle changes in behavior we need to notice if we care.  Empathy makes a difference.

 I guess the key is to open our eyes and our senses. Then, we will see the intricate weaving in the background waiting to be discovered and treasured, just like my shells on the beach of La Paz. 

How a Picasso Painting Got Me Thinking about Nonprofit Marketing

Nothing like a trip to the art museum to get your synapse firing away.

Such was the case for me and my close friend this past Friday evening at the Portland Art Museum. Took in work by Degas, Renoir and Pablo Picasso. (Yep, his painting above was on display.)

Being the marketing guy that I am, I wanted to know a few things about these works in general and the artist in particular.

As I strolled through the exhibition rooms and viewed various works of art, I asked myself what was the artist experiencing at the time he created his work?

Was he brooding? Angry? Joyful?

And what, if anything, did he want to communicate on the canvas with his brush strokes of color?

Were there any obvious hints?

Needless to say, I was not a fine arts major. In fact, I probably know just enough to be labeled as "extremely dangerous."

But it got me thinking about the audience for a recent nonprofit project my partner and I started working on. Specifically, what are these folks thinking?

How do we create meaningful (the operative word) messaging to engage this target market?

What motivates them?

What keeps them up at night?

How does our nonprofit's mission help them out?

And most importantly, why should they care?

Then I was reminded of a saying I have on my desktop:

“The one who asks questions doesn’t lose his way.”

– African proverb

Good questions always help steer you in the right direction. In fact, it's something top-notch marketing folks have always known.

My guess is that you do as well.

So the next time you find your nonprofit marketing efforts a bit off course, be brutally honest.

Have you asked the right questions of your target audience?

Do you really know what they are thinking?

If not, find out.

You'll be better able to emotionally connect with them.

And that is true art on any marketer's canvas.

~ HCollaborative.com

Friend-Raising Drives Fundraising: Learn How

Again and again I hear the number one priority for nonprofits, after programmatic execution, is fundraising.  It is a constant focus and time consuming for all staff members, not just those assigned to fundraising.  But this is not news to all my nonprofit friends. What I want to talk about instead  is the reinvigorated role of friend-raising and the shortcut  to create those friends and advocates through wise and affordable marketing.    

It’s all connected, and trends indicate that nonprofits who invest smartly in marketing, or friend-raising,  often generate loyal brand ambassadors who in turn generate more charitable donations for the organization.  A number of articles have been written about the marketing/ fundraising connection. 

Tom Ahern, a leading authority on donor communications, states:  “The heads of development and marketing have to accept that they are oxen pulling the same wagon, a wagon labeled ‘increasing community support'."

Here's another credible website  that outlines the bridge between marketing and fundraising:  http://gettingattention.org/articles/871/fundraising/marketing-fundraising-partnership.html

In short, the article shows this simple formula:

Marketing   leads to    Friend-raising    leads to    Fundraising          

The challenge is that many nonprofits are not trained or experienced in marketing. They don’t know which techniques generate the most engagement to build relationships.  Nor do they understand the tradeoffs of various marketing vehicles in terms ROI. 

Here are a few guidelines and tips:

1.       Most charitable gifts are initiated by women, and many of them  hang out on social media.  Friend-raising is accelerated via engagement on social media.  It is critical that you have an effective social strategy and post consistently – 2-3x/week.

2.       People of influence with money can be easily targeted with a specific message via digital ads.  Find someone who understands SEO and who can help you with this powerful and affordable marketing technique.

3.       Professional individuals with financial resources often are on LinkedIn, so commit to 2-3 blogs/month.  It keeps you on the radar screen and people begin to understand the persona of your organization.

4.       Invest in a simple website and brand refresh.  Your site and messaging  must connect on an emotional level.  Most nonprofit websites are cluttered and lack a differentiating message.  Potential friends won’t engage with busy, hard to navigate sites.

5.       Offer more but smaller scale events such as sponsored happy hours or hosted wine tastings.  These   provide more opportunity to create a personal relationship with potential donors and do not require as much work to coordinate.

6.       And of course the cardinal rule, follow-up regularly with every single person you meet.  This is often accomplished simply and affordably with a templated newsletter distributed on a regular basis.  This is a must.

For help with any of these strategies, please contact us at:  maryanne@hcollaborative.  Helping nonprofits with affordable friend-raising  is in our DNA!

~ HCollaborative.com