Best Nonprofit Strategies for 2010 and a Look Back at 2009

Posted on January 7, 2010 by Norman Reiss

Care2′s Frogloop surveyed some of our brightest stars to summarize the Best Nonprofit Strategies for 2010. Network for Good’s Katya Andresen and Blackbaud’s Steve MacLaughlin provide some early statistics on 2009 online giving. Convio, which offers a a 2010 Resolutions Guide to help plan online initiatives, recently asked nonprofits what they most want to focus on in the New Year:

Reconnect with donors by giving new options of engagement
Increase fundraising for participant-led events
Use social media to reach the next generation of supporters
Improve multichannel engagement/integration
Evaluate website’s effectiveness

Some of my thoughts:

Despite the recession, online giving continued to be a strong fundraising source. If you already accept online donations and regularly communicate with your constituents, congratulations. But if you haven’t worked to optimize your forms and don’t analyze how well your email marketing is working, you’re probably leaving money on the table.
Don’t obsess about the ‘best’ tools to use for online fundraising. It’s more important that you select a vendor / product that will likely be around for awhile (ask colleagues at other nonprofits for recommendations) and that you consider how it will connect to your other systems.
Social networking is not a fad. Yes, it’s still better to make sure your web site, database and email marketing strategies are in place first, but don’t overlook tools such as Facebook and Twitter. Remember that conversations about your cause and organization are going on all the time; make sure you’re a part of them.
Fundraising is everyone‘s responsibility, not just the development department. Ideally, marketing/communication and fundraising/development strategies should be planned together since one supports the other.
Still think that your constituents won’t respond to online fundraising initiatives? Think again; use all available channels and let your supporter decide which to use – direct mail recipients often choose to respond online.

Just getting started online? Here’s a helpful online fundraising primer.

Report from Online Nonprofit Technology Conference

Posted on September 18, 2009 by Norman Reiss

This week I had the pleasure of participating in Nten‘s first Online Nonprofit Technology Conference. While on a much smaller scale than the annual spring event, the two days of online webinars featured some of our sector’s brightest stars and allowed an opportunity for much more interaction with the presenters than is normally possible at the live event. Some highlights:

Network for Good‘s Katya Andresen reminded us that raising awareness of our organizations isn’t enough, it’s to ‘get someone to take an action.’ She also recommended we let the constituent be the messenger for our cause (much more effective than if message comes directly from organization). She implored us to focus on the donor when designing our web sites, not on the organization structure, mentioning Kiva and DonorsChoose as examples of how to do this right.
ConmmonGood Career’s James Weinberg described how social networking sites are replacing online job boards. As a way to encourage staff longevity, he suggested finding ways to change job responsibilities even if the position doesn’t change. If nonprofits can’t create opportunities for staff to advance, it is their responsibility to help them move elsewhere (not sure how many nonprofits would agree)
Idealware‘s Laura Quinn offered a sneak peak at her Field Guide to Software, to be released later this year. She added that the choice of donor database is probably the most critical decision (and to make sure everyone in organization is comfortable using it)
Beaconfire‘s Michael Cervino discussed using benchmarks from sites such as PewInternet and e-Benchmarks-Study to measure how well our organizations are performing, also showing how Google Analytics funnels can be used effectively. He also described how online surveys are best used frequently with few questions. (I added this is a great way to add data to help segment your database)
Philantech‘s Dahna Goldstein discussed how to help staff deal with change, e.g. making sure that staff are fully involved and kept informed
Consultant John Kenyon and American Lung’s Rusty Burwell discussed online communications and the importance of inter-department collaboration. See my previous post on this topic. In response to my question, John stated emphatically that social media will never replace email as the main communications medium.

Thanks to Holly and the NTen staff for putting on another great program, and congrats also to Holly for being recognized by Nonprofit Times in the Top 50 Power and Influence!

The Importance of Training

Posted on July 10, 2009 by Norman Reiss

At many organizations that I’ve worked at, projects often don’t meet expectations not because of a bad product but more due to a lack of staff training. Many nonprofits have a high turnover rate, so training becomes an ongoing need, not something that you can just schedule once in a while. Some recommendations:

Take advantage of web / phone conferencing software to offer classes regularly. But make sure that participants are encouraged to ask questions at any time, not just at the end of the session. Especially when you can’t visually see others’ reactions, it’s important to make sure everyone is absorbing the material.
Offer recorded classes on your intranet, but don’t use this as an excuse not to provide live classes. You can only get so much benefit from a class where you can’t ask questions.
Give participants an incentive to fill out evaluations immediately after the class, and pay attention to their comments.
Timing is important. Don’t offer a class a month before a new product is available. But also don’t wait until the product has been rolled out before classes are offered.
When hiring new staff, knowledge of specific applications is helpful, but more useful is selecting employees that are comfortable with learning. Most jobs change significantly after someone is hired, so choose candidates that are comfortable with learning new technologies.
When budgets are tight, it’s tempting to cut training first. Change how training is offered if you must, but don’t eliminate it completely; staff productivity will be directly affected.
Provide ‘quick start guides’ to help participants retain skills, but don’t be surprised if you need to often a refresher class periodically.

One last poin: Take advantage of free / low-cost training offered by organizations such as Nten, Network for Good and Idealware. For example, Kivi Leroux Miller’s recent 7 Steps to Better Email Fundraising and Communications session and accompanying Nonprofit Email Marketing Guide are wonderful resources for those new and old in ephilanthropy. Personalized training by your nonprofit staff is optimal but don’t forget to take advantage of other online options.

2009 eNonprofit Benchmarks Study

Posted on May 22, 2009 by Norman Reiss

If you haven’t yet seen it, take a look at the latest eNonprofit Benchmarks Study released last week where you can also listen to the recording or view slides from the May 14 event. The report covers major ephilanthropy topics: email messaging, online fundraising, and online advocacy. Major takeaways:

email open and click through rates continue to decline, although less than in previous years; but a message that is ‘opened’ may not be actually read by the constituent
the number of online gifts and total dollars raised online continue to increase; the increase in number of gifts helped to offset a decline in average gift from $86 to $71
email lists continue to grow, but at a slower rates than in past studies; almost 20% of email addresses go bad every year due to bounces or unsubscribes
email results vary dramatically by audience sent to; are you still making the mistake of sending everything to everyone?
gifts of under $250 represent 97% of all gifts, yet donations of $250 or more make up 41% of revenue – don’t forget to recruit and acknowledge your major donors
while social media gets most of the buzz lately, email clearly is still king, at least for now.

Thanks to Nten and M&R Strategic Services for updating this very useful report. Network for Good, which continually offers wonderful guidance in online fundraising and marketing, offers Creating an Online Fundraising and Marketing Strategy to Thrive in Tough Times next Tuesday, May 26 at 1 PM EST. Also see my previous post, Online Fundraising Strategies for Tough Times, where you can also listen to a recording of the event I moderated at the Foundation Center in NYC. earlier this year.

Getting the Most Out of a Webinar

Posted on February 25, 2009 by Norman Reiss

I’ve participated in many webinars and have also participated in several online conferences that others have offered, such as this week’s How Online Marketing Can Be Your Fundraising Stimulus Plan During Tough Times, led by HJC. These events are a wonderful way to learn about online strategies, and are usually available at a minimal or no cost. But I’m always surprised when attendees don’t take advantage of the opportunity to engage with the presenters. Some tips for getting the most benefit from webinars:

Limit distractions. It’s easy to check email and do other work while listening to a webinar, especially if it doesn’t offer a stimulating presentation to accompany the conversation. But the less you pay attention, the less you’ll learn.
Ask questions. Most webinars offer an online chat. Except for very large conferences which minimize Q&A, most presenters are usually happy to field questions – especially if they are cover topical issues that will benefit the group
Provide information or resources that will benefit the group.
Get to know the presenters. Almost all provide contact information so you can submit follow-up questions after the event. Also use LinkedIn or Facebook to connect.
Share what you learned with colleagues. Not everyone is fortunate enough to take time out during the work day for a 60 or 90 minute call.
Even if an archive recording is provided, try to participate in the live session if possible so you can fully participate.
Thank the presenters for their time; many are volunteering their time and expertise with no guarantee of follow up business

A funny thing happened to me at the event I attended this week. When I started to submit questions, I received quick responses from presenter Mike Johnston. As it turns out, he has a personal connection with my organization. We continued to chat during the webinar – and will meet when he visits New York in a few weeks.

Excellent webinars are always available from Nten, Idealware and Network for Good.

Don’t Use the Economy As An Excuse Not to Give

Posted on December 9, 2008 by Norman Reiss

With all the talk lately about this year’s meltdown in the financial markets, it’s easy to get caught up in negative talk about how bad things are, and how long it will take for conditions to improve. I found myself guilty of this behavior last weekend when I tried to bargain down someone who was selling merchandise to raise money to buy clothes for the homeless. Fortunately, the woman came up with a creative solution – she gave me the item I was considering buying but asked that I buy socks to donate instead in an amount equal to the purchase price.

While our portfolios have suffered and for those of us who are lucky to still have jobs, skimping on giving to people who need help and charitable organizations is not a good way to respond. Even if we can’t do as much as we’d like, surely we can do something. An interesting example is the recently launched GiveList, which offers ideas for making contributions during the holiday season in ways other than financial donations.

While we don’t know how nonprofit organizations will survive the current climate, we do know that in the past, donations have usually continued to flow during good and bad times. In Katya Andresen’s Non-Profit Marketing Blog, Network for Good is providing a free e-book with 45 pages of strategies on how to “survive and thrive in a down economy.”

Another theme I’ve seen in many places is to remember to thank your donors, and show them what a difference their help makes. Make sure you take the time to personalize auto-responders and that you take extra time to acknowledge long term contributors. Here’s some tips in the Art of Donor Retention.

Here’s a wonderful post from personal finance blog Get Rich Slowly on Why Charitable Giving is Even More Important During an Economic Downturn

We may need to work harder to survive during this recession, but it’s important that we stay positive and think creatively in our fundraising and marketing campaigns.

Learning about ePhilanthropy at Little or No Cost

Posted on October 24, 2008 by Norman Reiss

I’ve learned much of what I’ve learned about ephilanthropy and using online tools for attracting and engaging constituents by participating in webinars from several organizations which are usually provided at minimal or no cost. Some of my favorites are:

Nten – always has a full schedule of pertinent topics, such as this week’s session on how to get executive buy-in for technology projects. The most cost effective way to participate is to purchase a block of three sessions or purchase an unlimited pass through 2009.

Idealware is the place to go to learn about software for nonprofits and also offers online seminars. Try out a free session on Online Communications on a Shoestring next week.

Fundraising123, a service of Network for Good, always has interesting teleconferences available, usually for free, If you can’t attend at the time they’re given, you can download slides and MP3 recordings and listen to them on your MP3 player, as I’ve recently started to do.

My suggestion: take advantage of the learning opportunities available and make sure that you participate in the discussion, either through online chat or phone chat. Most presenters encourage interaction, and this is how you will get the most value from the information provided.

Mistakes Nonprofits Can’t Afford to Make

Posted on July 24, 2008 by Norman Reiss

While not specific to ephilanthropy, Stacy Jones recent article in Philanthropy Journal, Mistakes Nonprofits Can’t Afford to Make, highlights many important marketing basics that nonprofits often neglect:

focusing only on the mission and not using story-telling to connect emotionally with constituents
targeting messaging on how constituents can help rather than on the organization
not using a clear call to action to show ways donors or volunteers can help
using consistent messaging across all communications
not providing enough funding to support marketing efforts

For more ideas on this topic, take a look at Network for Good‘s many nonprofit marketing resources as well as Katya Andresen’s non-profit marketing blog and book Robin Hood Marketing, Small changes in how we interact with our constituents can make a huge difference in how connected they are with our organizations.

Integrated Fundraising – No Longer Optional

Posted on June 26, 2008 by Norman Reiss

Probably the best book explaining the benefits of ephilanthropy I’ve seen to date is Ted Hart’s People to People Fundraising. Multiple experts from nonprofit organizations and vendors / consultants who service nonprofits offer detailed strategies on why nonprofits must begin to embrace integrated fundraising techniques. Some memorable takeaways:

Traditionally an organization’s web site has been under the control of either IT or marketing. Whereas their goals and objectives may be well intended, it is fair to say that their core focus is not development oriented. Development is often shut out from many of the Web conversations…Nonprofit organizations need to take a much more holistic focus of who controls and contributes to the overall online presence; marketing, IT and development are just three of the contributors.
Many organizations hae been quick to jump on the online bandwagon without creating an effective strategic plan. For example, it’s easy to ask people to visit your web site or leave an email address. But without an effective plan for how you wil use email addresses and how your online activities will integrate with your offline activities, you may be creating more problems than solutions.
To develop integrated campaigns, an organization may not need to restructure, but it will have to to rethink how the departments within the organization interact with each other.

Some of the book’s contributors, many which I’ve heard speak at conferences and other industry events, include Blackbaud’s Steven MacLaughlin, Convio’s Sheeraz Haji, Network for Good’s Katya Andresen as well as Ted Hart, who has long been an expert on this topic since founding the ePhilanthropy Foundation. Many case studies from nonprofits that have successfully utilized integrated fundraising strategies are profiled, as well as many ways to take advantage of social networking sites.

If you still think that collaborative campaigns won’t work in your organization, take a look at this book and find out why it’s so important.

Bridging Divide between Fundraising and Marketing

Posted on November 22, 2007 by Norman Reiss

As I’ve become more involved in development issues, I joined the Association of Fundraising Professionals this year. I recently received their Advancing Philanthropy bimonthly magazine which featured an article on how fundraising and marketing staff can work together. Quoting a recent study which examined the relationship of marketing to other NPO departments, not working together can “lead to conflicts that substantially affect a nonprofit’s performance.” Yet when constituents interact with a nonprofit, “they’re dealing with the organization as a whole.”

Instead, it is suggested that brand can act as a common thread that unites separate departments. “Brand is everything you do, everything you are, everything you say. Making sure that they are all consistent across different functions is essential.” While I’ve never seen marketing and fundraising merged into a separate department, it does seem to make sense since “the roles that marketing and fundraising play in crafting a distinctive brand is complimentary,” according to Network for Good‘s CEO Bill Strahmann.

Brand is also critical in differentiating your organization from others that represent the same cause. Jo Sullivan, who manages both development and communications at the ASPCA, has done especially well in this area. The ASPCA is also represented on Facebook and MySpace. (Some organizations are still debating whether or not to devote resources to social networking sites.)

How do you get NPO departments to work together and not in different directions? At my current organization, we’ve occasionally had lunch meeting where one department will highlight projects it is working on; judging by comments from other attendees, it’s clear that not everyone is on the same page. Understanding the complementary objectives of fundraising and marketing is a vital step towards establishing a consistent image to our constituents.

P.S. Happy Thanksgiving. Let’s be grateful for what we have every day of our lives.

Nonprofit Bridge

Bridging Technology, Communications & Development to Implement ePhilanthropy for Nonprofit Organizations

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