When was the last time you reviewed the success of your board members? Do your board members have a clear understanding of what their roles and responsibilities are to the organization? Do current board members assist or hinder the progress of your mission?
These are just a few of the tough questions leadership must address as they face today’s funding challenges. How many of your board members have written guidelines of their roles and responsibilities to the organization? Are your board members held accountable for their responsibilities? If not, why are they less accountable than staff? Their role is critical to opening doors to funding opportunities for the organization. Most staff and some leadership do not have these prospects in their personal contacts.
If your organization has guidelines, when was the last time you reviewed them with the entire board, not just new members? Leadership should review annually (at a minimum) their expectations of the board and that year’s goals. Ideally, the board should review their goals quarterly to determine if they are on track. If it appears that the goals are not being met, then a discussion should take place as to answer the question, "Why?"
An annual review of the responsibilities also gives a board member the opportunity to decide whether they can meet the expectations of the organization. This is helpful to members who do not know how to step down from a commitment or don’t want to let the organization down.
If your organization does not have written board roles and responsibilities, this should become a priority. Your board may not be clear on what is expected of them. The people they approach on your behalf may also be unclear of their role to the organization. Help them help you!
Board members are individuals who love your mission. They want to share their talents and resources to ensure continued growth of your organization. Don’t let them down by not giving them clear direction and your support.
-Gail
BROWNE INNOVATION GROUP
Monday, January 31, 2011
Sunday, January 30, 2011
BIG’s Blog: Relationship Building - Fund Raising Faith-based Organizations Can Love – Part One
Let’s face it; who really likes asking for money? Of course, there are those few gregarious souls that have no problem with it, but, most people would rather go under a dentist drill than have to ask for money.
That is probably why direct mail was so appealing for so many faith-based and religious organizations. Instead of calling someone or meeting face-to-face, we could just send a letter. Of course, at the heart of asking for money is the issue of rejection, or worse, making someone feel uncomfortable, especially if they have to say “no.” Direct mail took most of those uncomfortable issues away. “Hey, if they don’t want to give, they can throw the letter away.” But, simple direct mail methodology does have its own problems, first and foremost is how manipulating it can be. Notice, I said “can be,” not “always is.”
Simple direct mail fund raising methodology is all about getting dollars. The process starts by purchasing an outside list of donors to another organization and mailing to them. This is called an Acquisition mailing. At its most simplistic, success is determined by the number of people who respond by sending money.
At this point, we call the people who responded “first time donors,” and we quickly send them other appeals with the hope of the parties donating a second time. Over the course of the first year, we send follow up appeals, and between 25 and 33% of first time donors send a second gift. The other roughly 70% that don’t send a second gift are relegated to what is called the lapsed file and you may never hear from them again.
For those that do give a second donation following their original acquisition donation, most organizations continue to mail to them between six and twelve times the following year. But here is a really important point: somewhere along the line, many of those donors begin to develop a relationship with your organization and become more interested in your mission.
Even though some very loyal donors may develop from this long distance relationship with your organization, is it just me, or does this process seem “clunky or ham fisted” as a way to develop a human relationship? No wonder many religious feel squeamish about the process and worry that they only see their donors as ATMs.
Shouldn’t the point of our fund raising be to first develop relationships with the people that ultimately wish to support us? That is an interesting question, but a more interesting question is, “Why do we feel this way?”
I think something has changed in us that we are not even fully cognizant of and that is what is at play here. My guess is that we find ourselves looking at the way we have done things (our historical direct mail methodology) through modern sensibilities that have been shaped by living in a world that has very much changed, even as our fund raising methodologies have not.
An Alternative:
What if faith-based and religious organizations could first cultivate a human relationship and then the gift – should one be given – would come down the road as a by-product of the relationship? Suddenly there is no perceived manipulation, no viewing the people that make contact with your organization as ATMs, but rather a relationship of genuine connectedness.
Which approach do you like better?
Which approach do you think a potential constituent would like better?
The Alternative approach is available today.
In my next blog, Part Two of this series, I will contrast the approaches.
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
That is probably why direct mail was so appealing for so many faith-based and religious organizations. Instead of calling someone or meeting face-to-face, we could just send a letter. Of course, at the heart of asking for money is the issue of rejection, or worse, making someone feel uncomfortable, especially if they have to say “no.” Direct mail took most of those uncomfortable issues away. “Hey, if they don’t want to give, they can throw the letter away.” But, simple direct mail methodology does have its own problems, first and foremost is how manipulating it can be. Notice, I said “can be,” not “always is.”
Simple direct mail fund raising methodology is all about getting dollars. The process starts by purchasing an outside list of donors to another organization and mailing to them. This is called an Acquisition mailing. At its most simplistic, success is determined by the number of people who respond by sending money.
At this point, we call the people who responded “first time donors,” and we quickly send them other appeals with the hope of the parties donating a second time. Over the course of the first year, we send follow up appeals, and between 25 and 33% of first time donors send a second gift. The other roughly 70% that don’t send a second gift are relegated to what is called the lapsed file and you may never hear from them again.
For those that do give a second donation following their original acquisition donation, most organizations continue to mail to them between six and twelve times the following year. But here is a really important point: somewhere along the line, many of those donors begin to develop a relationship with your organization and become more interested in your mission.
Even though some very loyal donors may develop from this long distance relationship with your organization, is it just me, or does this process seem “clunky or ham fisted” as a way to develop a human relationship? No wonder many religious feel squeamish about the process and worry that they only see their donors as ATMs.
Shouldn’t the point of our fund raising be to first develop relationships with the people that ultimately wish to support us? That is an interesting question, but a more interesting question is, “Why do we feel this way?”
I think something has changed in us that we are not even fully cognizant of and that is what is at play here. My guess is that we find ourselves looking at the way we have done things (our historical direct mail methodology) through modern sensibilities that have been shaped by living in a world that has very much changed, even as our fund raising methodologies have not.
An Alternative:
What if faith-based and religious organizations could first cultivate a human relationship and then the gift – should one be given – would come down the road as a by-product of the relationship? Suddenly there is no perceived manipulation, no viewing the people that make contact with your organization as ATMs, but rather a relationship of genuine connectedness.
Which approach do you like better?
Which approach do you think a potential constituent would like better?
The Alternative approach is available today.
In my next blog, Part Two of this series, I will contrast the approaches.
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
Thursday, January 27, 2011
BIG's Blog: Silos belong on the farm, not in your organization!
How would you rate your organization's ability to work together? Are departments within your organization collaborating on strategy, marketing and technology? If the answer is "No," your organization may be falling behind.
In the blog, “Stop Operating with a Guild Mindset,” the authors present challenges that an organization is confronted with when departments work in silos.
What “golden nuggets” can nonprofits learn from for profit challenges? You may be surprised how silos can affect your organization.
-Gail
In the blog, “Stop Operating with a Guild Mindset,” the authors present challenges that an organization is confronted with when departments work in silos.
What “golden nuggets” can nonprofits learn from for profit challenges? You may be surprised how silos can affect your organization.
-Gail
"Culture does not change because we desire to change it. Culture changes when the organization is transformed;
the culture reflects the realities of people working together every day."
the culture reflects the realities of people working together every day."
— Frances Hesselbein: The Key to Cultural Transformation, Leader to Leader (Spring 1999)
Wednesday, January 26, 2011
BIG’s Blog: A New Kind of Strategy Development
There are certain moments in the life of an organization when reviewing the current strategic plan is called for. For example, the board hires a new CEO or a new chairman of the board is elected. However, Professor Michael Porter from the Harvard Business School says that boards should review their strategic plans annually, especially during economic downturns or major shifts in their sectors.
Although most nonprofit boards do review their strategic plans annually, most do not ask or require their fund raising operation to conduct their own separate strategic planning process preferring rather to incorporate fund raising into the organization's overall strategic plan.
While this mode of operation might make sense during times where there is little change in the fund raising environment, today’s environment is anything but status quo.
The Rise of the Expert Facilitator
In the past few years, the consulting world has awoken to many of the same competitive pressures facing organizations, whether they are for-profit or nonprofit. One of those is the Expert Facilitator.
In the past, outside strategic planning facilitators were hired for their expertise in the process of strategic planning. The facilitator was skilled in both the strategic planning process and in drafting the written plan document the process produced. Although this has been the process most organizations have chosen over the last 20 years, it is losing favor as its Achilles heel is that it depends on its ideas and perspectives being generated internally by staff, management, board members and other existing stake holders.
A different approach is quickly gaining traction with management and board leadership. This is the Expert Facilitator. Like the facilitator described above, the Expert Facilitator is also skilled in the strategic planning process, but, unlike the previous mentioned facilitator, the Expert Facilitator brings outside perspective, information and subject matter expertise to the strategic planning process. In times of fast moving change like today’s fund raising environment, it is critical to add outside perspectives and expertise to the very important strategic planning process.
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
Although most nonprofit boards do review their strategic plans annually, most do not ask or require their fund raising operation to conduct their own separate strategic planning process preferring rather to incorporate fund raising into the organization's overall strategic plan.
While this mode of operation might make sense during times where there is little change in the fund raising environment, today’s environment is anything but status quo.
The Rise of the Expert Facilitator
In the past few years, the consulting world has awoken to many of the same competitive pressures facing organizations, whether they are for-profit or nonprofit. One of those is the Expert Facilitator.
In the past, outside strategic planning facilitators were hired for their expertise in the process of strategic planning. The facilitator was skilled in both the strategic planning process and in drafting the written plan document the process produced. Although this has been the process most organizations have chosen over the last 20 years, it is losing favor as its Achilles heel is that it depends on its ideas and perspectives being generated internally by staff, management, board members and other existing stake holders.
A different approach is quickly gaining traction with management and board leadership. This is the Expert Facilitator. Like the facilitator described above, the Expert Facilitator is also skilled in the strategic planning process, but, unlike the previous mentioned facilitator, the Expert Facilitator brings outside perspective, information and subject matter expertise to the strategic planning process. In times of fast moving change like today’s fund raising environment, it is critical to add outside perspectives and expertise to the very important strategic planning process.
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
Tuesday, January 25, 2011
BIG'a Blog: How to get support for change
Building a donor centric organization takes planning. To get support to change the way “things have always been done” is invaluable.
Building a case to change or enhance the current fundraising operation and marketing strategies can be challenging. To assist leadership and staff in understanding the need for change takes patience and time. But, building a case for change is necessary for the short and long-term success of the organization.
As the demographics of the constituents change, the organization must adapt its current communication and fundraising strategies to meet the constituent donors' expectations. This will require a nonprofit to review its current business/fundraising strategies.
Building a business case will help support the need for change. But, what happens if your organization has never developed a business case?
The scope of a case may include objectives that affect more than one department in an organization. This will take a collaborative effort to establish the business objectives and the action needed for a change to take place.
The management team may be open to developing a case for change, but not all personnel may be on board. If the nonprofit’s culture is not used to collaborative efforts, or it is threatened by change, it will hinder the success of the fundraising and operational activities. In this situation, outside assistance may be required to build the case and assist in the implementation of a new business plan.
Financial consequences occur when a fundraising organization is not willing to change in response to its constituent/donors' needs. At some point, leadership will need answers to these two questions:
1. “Why does the organization need to change to meet the needs of the constituents?”
2. “How will the organization change to meet these needs?”
If a case can be built that is tangible and show that proposed changes will contribute to the financial success of the organization, then leadership and staff will better understand the reason that change is necessary.
-Gail
Building a case to change or enhance the current fundraising operation and marketing strategies can be challenging. To assist leadership and staff in understanding the need for change takes patience and time. But, building a case for change is necessary for the short and long-term success of the organization.
As the demographics of the constituents change, the organization must adapt its current communication and fundraising strategies to meet the constituent donors' expectations. This will require a nonprofit to review its current business/fundraising strategies.
Building a business case will help support the need for change. But, what happens if your organization has never developed a business case?
The scope of a case may include objectives that affect more than one department in an organization. This will take a collaborative effort to establish the business objectives and the action needed for a change to take place.
The management team may be open to developing a case for change, but not all personnel may be on board. If the nonprofit’s culture is not used to collaborative efforts, or it is threatened by change, it will hinder the success of the fundraising and operational activities. In this situation, outside assistance may be required to build the case and assist in the implementation of a new business plan.
Financial consequences occur when a fundraising organization is not willing to change in response to its constituent/donors' needs. At some point, leadership will need answers to these two questions:
1. “Why does the organization need to change to meet the needs of the constituents?”
2. “How will the organization change to meet these needs?”
If a case can be built that is tangible and show that proposed changes will contribute to the financial success of the organization, then leadership and staff will better understand the reason that change is necessary.
-Gail
Monday, January 24, 2011
BIG’s Blog: A Lesson from the U. S. Treasury
It turns out that even the U. S. Treasury can teach marketers a thing or two about connecting with today’s U. S. population.
According to a recent report, there are 9 million U. S. households that do not have a banking relationship. This means it is expensive for these households, mostly low income, to deal with refund checks on their taxes. To help, the U. S. Treasury is offering the option of issuing their refund through a debit card.
But, here is the surprise and lesson for marketers: the U. S. Treasury is not solely depending on a letter sent through the U. S. Postal Service to let all tax payers know about the debit card option. Rather, they are using multiple marketing channels in attempting to contact tax payers including email, phone and mail.
The U. S. Treasury tested the debit card option and found out that mailed letters alone didn’t get through to all of the tax payers. Their answer was to go multi-channel . . . and they are giving back money!
The lesson for nonprofit fund raisers: start getting your message out through multiple channels to increase the connection with potential donors.
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
According to a recent report, there are 9 million U. S. households that do not have a banking relationship. This means it is expensive for these households, mostly low income, to deal with refund checks on their taxes. To help, the U. S. Treasury is offering the option of issuing their refund through a debit card.
But, here is the surprise and lesson for marketers: the U. S. Treasury is not solely depending on a letter sent through the U. S. Postal Service to let all tax payers know about the debit card option. Rather, they are using multiple marketing channels in attempting to contact tax payers including email, phone and mail.
The U. S. Treasury tested the debit card option and found out that mailed letters alone didn’t get through to all of the tax payers. Their answer was to go multi-channel . . . and they are giving back money!
The lesson for nonprofit fund raisers: start getting your message out through multiple channels to increase the connection with potential donors.
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
Sunday, January 23, 2011
BIG's Blog: Technology tidbit
Do you really know what aging technology is costing your organization?
In the Harvard Business Review blog, “How I Learned the Hard Way That Aging Technology Is Expensive” the writer relates a personal experience on purchasing technology for his family to a common business problem. The lack of planning and investing in technology does affect an organization. Have you asked the question, “How your organization’s technology is holding you back?”
-Gail
In the Harvard Business Review blog, “How I Learned the Hard Way That Aging Technology Is Expensive” the writer relates a personal experience on purchasing technology for his family to a common business problem. The lack of planning and investing in technology does affect an organization. Have you asked the question, “How your organization’s technology is holding you back?”
-Gail
Thursday, January 20, 2011
BIG’s Blog: Boomers are the Tween Generation
As far as nonprofit fund raisers are concerned, there are five major generational cohorts in the United States today:
• Depression Cohort - Born 1912 to 1921
• World War II Cohort - Born 1922 to 1945
• Baby Boomer Cohort - Born 1946 to 1964
• Generation X Cohort - Born 1965 to 1980
• Millennial Cohort - Born after 1980
The Boomers are the “tween” generational cohort, born “between” the Depression and WWII cohorts and the Gen X and Millennial cohorts. Both the Depression and WWII older cohorts (with an age span of 65 to 98) are decreasing in number. Gen Xers (ranging in age from 30 to 45) are moving into their most productive years, while the Millennials (age 30 and under) are the largest U. S. generational cohort and whose numbers are rapidly swelling in the marketplace.
The Boomers connect with the Depression and WWII cohorts in that the vast majority of their lives where spent in the non-digital analogue world of newspapers, magazines and broadcast radio and TV.
But the Boomers also connect with the Gen Xers and Millennials in that their entire lives growing up after WWII has been about adapting to increasingly rapid technological change, especially in the marketplace of the last twenty years.
The Millennials lead all living cohorts in adapting to the digital world followed closely by the Gen Xers. But surprisingly, the Boomers are close behind. However, recent Pew Research reports that the gulf that separates the Boomers adoption of digital technology from the WWII and Depression cohorts is significant.
For fund raisers, the good news about the Boomers is that like the Depression and WWII generation, their habits were developed in the analogue world which means they are still accepting of analogue communication media.
What does this mean for established nonprofit fund raisers who have an outsize dependence on direct mail? Simply this: it means that you have a window of opportunity.
Question: An opportunity for what?
Answer: An opportunity to develop online and digital-based capabilities for the Gen X and Millennial cohorts before your direct mail generated fund raising begins its inevitable decline.
The first Boomers turn 65 this year.
How long do you think you have?
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
• Depression Cohort - Born 1912 to 1921
• World War II Cohort - Born 1922 to 1945
• Baby Boomer Cohort - Born 1946 to 1964
• Generation X Cohort - Born 1965 to 1980
• Millennial Cohort - Born after 1980
The Boomers are the “tween” generational cohort, born “between” the Depression and WWII cohorts and the Gen X and Millennial cohorts. Both the Depression and WWII older cohorts (with an age span of 65 to 98) are decreasing in number. Gen Xers (ranging in age from 30 to 45) are moving into their most productive years, while the Millennials (age 30 and under) are the largest U. S. generational cohort and whose numbers are rapidly swelling in the marketplace.
The Boomers connect with the Depression and WWII cohorts in that the vast majority of their lives where spent in the non-digital analogue world of newspapers, magazines and broadcast radio and TV.
But the Boomers also connect with the Gen Xers and Millennials in that their entire lives growing up after WWII has been about adapting to increasingly rapid technological change, especially in the marketplace of the last twenty years.
The Millennials lead all living cohorts in adapting to the digital world followed closely by the Gen Xers. But surprisingly, the Boomers are close behind. However, recent Pew Research reports that the gulf that separates the Boomers adoption of digital technology from the WWII and Depression cohorts is significant.
For fund raisers, the good news about the Boomers is that like the Depression and WWII generation, their habits were developed in the analogue world which means they are still accepting of analogue communication media.
What does this mean for established nonprofit fund raisers who have an outsize dependence on direct mail? Simply this: it means that you have a window of opportunity.
Question: An opportunity for what?
Answer: An opportunity to develop online and digital-based capabilities for the Gen X and Millennial cohorts before your direct mail generated fund raising begins its inevitable decline.
The first Boomers turn 65 this year.
How long do you think you have?
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
Wednesday, January 19, 2011
BIG's Blog: It's all about Me - a recent paradigm
In my last blog, I addressed the importance of knowing your constituent donor using data analysis. Following is an example of how data analysis may have come up with a better result. This organization had a good idea. But, I soon realized that the organization really didn’t know much about me as an individual constituent.
Having worked in the medical field, I know the value of a blood donor – especially in life-and-death situations. I am a “universal donor,” which is valuable to those who are in desperate need of a transfusion. My type is specifically used for accident victims and babies in need of transfusions. For this reason, I have donated blood to as many blood facilities as possible over the years. My primary donations were to the largest donor blood organization.
Recently, I donated blood. That same day, I received a congratulatory letter from this organization telling me that I am now a charter member of the Blood Donor Club. My first reaction was ego. "I am finally being recognized for my over thirty years of being a blood donor to this organization." As a member of this “club,” I now have all of these benefits--many that I will never use. As I read on, the letter indicated that I had achieved a Silver Level blood donor status. "Hmm". . . . I thought, “Why am I not a gold member by now?”
The letter indicated that I gave two to three times last year. That sounded about right, but I don’t really keep track. My analytical mind then calculated the following:
If I donated three times last year, and I have been giving blood for a minimum of 20 years, that equals a possible 60 pints of donated pints of blood. I took an average of the fees charged over the years to buy one of these units and came up with cost of $500 per unit. (This is a theoretical number used to make a point.) Base on this speculation, my worth to the organization is approximately $30,000 of “in-kind” donations. Granted, that may not seem like a large number, but to some organizations, it could be.
Recognition of a constituent donor is important, especially to those have supported you for years. Is your organization willing to really get to know your constituent donors? Data analytics and good data management can be of great value for developing and maintaining a strong constituent donor relationship. With good analytics and data maintenance, you can identify what is truly important to your donors.
Let this example provide your organization with a reason to improve your relationships with constituents/donors. I will continue to donate to this organization, but now, I may not be as loyal...
-Gail
Having worked in the medical field, I know the value of a blood donor – especially in life-and-death situations. I am a “universal donor,” which is valuable to those who are in desperate need of a transfusion. My type is specifically used for accident victims and babies in need of transfusions. For this reason, I have donated blood to as many blood facilities as possible over the years. My primary donations were to the largest donor blood organization.
Recently, I donated blood. That same day, I received a congratulatory letter from this organization telling me that I am now a charter member of the Blood Donor Club. My first reaction was ego. "I am finally being recognized for my over thirty years of being a blood donor to this organization." As a member of this “club,” I now have all of these benefits--many that I will never use. As I read on, the letter indicated that I had achieved a Silver Level blood donor status. "Hmm". . . . I thought, “Why am I not a gold member by now?”
The letter indicated that I gave two to three times last year. That sounded about right, but I don’t really keep track. My analytical mind then calculated the following:
If I donated three times last year, and I have been giving blood for a minimum of 20 years, that equals a possible 60 pints of donated pints of blood. I took an average of the fees charged over the years to buy one of these units and came up with cost of $500 per unit. (This is a theoretical number used to make a point.) Base on this speculation, my worth to the organization is approximately $30,000 of “in-kind” donations. Granted, that may not seem like a large number, but to some organizations, it could be.
Recognition of a constituent donor is important, especially to those have supported you for years. Is your organization willing to really get to know your constituent donors? Data analytics and good data management can be of great value for developing and maintaining a strong constituent donor relationship. With good analytics and data maintenance, you can identify what is truly important to your donors.
Let this example provide your organization with a reason to improve your relationships with constituents/donors. I will continue to donate to this organization, but now, I may not be as loyal...
-Gail
Tuesday, January 18, 2011
BIG’s Blog: I’m behind again?
There are those of us of a certain vintage that can remember the pre-personal computer (PC) age; the world where only large organizations could afford to access computer power. Today, as it has been related to me, my laptop has more computing power than the U.S. Air Traffic Control system circa 1968.
And now, just as I am comfortable with PCs and networks, it’s Bye-Bye, PCs and Laptops. Writing in the Op-Ed section of the Wall Street Journal, Mike Malone and Tom Hayes, a Silicon Valley journalist and tech entrepreneur respectfully, share with us the news from the annual Las Vegas Consumer Electronics Show that smart phones and tablets (think iPads) will soon handle the majority of our personal computing and communications needs.
For us as consumers, this really isn’t a surprise. We all know that plain vanilla cell phones – those used to call and be called – have given way to smart phones with built-in features like being able to text and downloadable applications (apps) that are helping manage our lives and are changing our modes of communications. Can you still buy plain vanilla cell phones?
It’s when we put on our fund raiser’s hat that this news gets a bit unsettling, especially if we are still highly dependent on direct mail for a significant portion of our revenue. To reach your next generation of donors, you’ve just updated your Web site and started sending mass emails and now these donors are abandoning PCs and migrating to smart phones and iPads. What changes in how we communicate through those devises?
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
And now, just as I am comfortable with PCs and networks, it’s Bye-Bye, PCs and Laptops. Writing in the Op-Ed section of the Wall Street Journal, Mike Malone and Tom Hayes, a Silicon Valley journalist and tech entrepreneur respectfully, share with us the news from the annual Las Vegas Consumer Electronics Show that smart phones and tablets (think iPads) will soon handle the majority of our personal computing and communications needs.
For us as consumers, this really isn’t a surprise. We all know that plain vanilla cell phones – those used to call and be called – have given way to smart phones with built-in features like being able to text and downloadable applications (apps) that are helping manage our lives and are changing our modes of communications. Can you still buy plain vanilla cell phones?
It’s when we put on our fund raiser’s hat that this news gets a bit unsettling, especially if we are still highly dependent on direct mail for a significant portion of our revenue. To reach your next generation of donors, you’ve just updated your Web site and started sending mass emails and now these donors are abandoning PCs and migrating to smart phones and iPads. What changes in how we communicate through those devises?
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
Monday, January 17, 2011
BIG's Blog: It's all about Me!
Do you create a dialogue with your constituent donors? Are your constituent donors' interests at the center of your communications? Are you giving the individual constituent donors the opportunity to support their passions? Do you use analytics to target the interests of these individuals?
Recently, a friend came to me with a fundraising letter that she received from an organization she supports. She was upset with the letter and its contents. She did not appreciate the contents of the package and asked, “Why is this organization wasting my money?” How many others have been asked this question?
FACT: Organizations need to communicate the importance of their mission. A constituent wants the organization to provide an opportunity to understand the need for their support. The question to ask is, “What does your organization do to make the constituent feel good about his/her support --of your mission?” Does your organization build a long-term relationship with your constituent donors in an effective way?
You may ask, “How do I do this?” Start with analytics. The organization needs to understand as much as possible about the constituent. Data can provide insight as to the constituent’s interests. Data patterns provide hidden opportunities for organizations. The inclusion of data analysis into the marketing strategy can improve the ROI for the organization.
As organizations move away from campaign-centric strategies to a constituent-centric strategy, the need for analytics will become an essential part of the marketing plan. An organization will need to review constituent responses created by the integration of new communication tools (i.e email, Facebook, Twitter) in order to build this marketing strategy. If the organization does not have the technical or analytical skills to acquire this data, they should budget for it. Don’t let these barriers hinder your relationship with your constituents.
Build your marketing plan around a constituent donor-centric interaction strategy instead of an organization (campaign)-centric strategy. Give the constituent’s what they want and everyone will be happy.
-Gail
Recently, a friend came to me with a fundraising letter that she received from an organization she supports. She was upset with the letter and its contents. She did not appreciate the contents of the package and asked, “Why is this organization wasting my money?” How many others have been asked this question?
FACT: Organizations need to communicate the importance of their mission. A constituent wants the organization to provide an opportunity to understand the need for their support. The question to ask is, “What does your organization do to make the constituent feel good about his/her support --of your mission?” Does your organization build a long-term relationship with your constituent donors in an effective way?
You may ask, “How do I do this?” Start with analytics. The organization needs to understand as much as possible about the constituent. Data can provide insight as to the constituent’s interests. Data patterns provide hidden opportunities for organizations. The inclusion of data analysis into the marketing strategy can improve the ROI for the organization.
As organizations move away from campaign-centric strategies to a constituent-centric strategy, the need for analytics will become an essential part of the marketing plan. An organization will need to review constituent responses created by the integration of new communication tools (i.e email, Facebook, Twitter) in order to build this marketing strategy. If the organization does not have the technical or analytical skills to acquire this data, they should budget for it. Don’t let these barriers hinder your relationship with your constituents.
Build your marketing plan around a constituent donor-centric interaction strategy instead of an organization (campaign)-centric strategy. Give the constituent’s what they want and everyone will be happy.
-Gail
Sunday, January 16, 2011
BIG's Blog: Chicken or the Egg
Which comes first: fund raisers moving to Internet-based fund raising digital and social media...or the direct marketing agencies that support the nonprofit fund raising industry moving into digital and social media services?
The marketing and communications world isn’t just shifting for fund raisers; those vendors that support them feel the same pressure – Agencies rebrand as priorities shift.
As traditional channels such as direct mail, DRTV or phone see stand alone declines, those fund raisers that are adopting multiple channel approaches are seeing growth.
“Successful campaigns today are integrated – online, TV, and direct mail – and customers are choosing how they want to respond,” said Sandy French of Northern Lights Direct, who recently rebranded their agency from Northern Lights Direct Response Television.
I guess it really doesn’t matter who moves first, just as long as they both move. Because NOT moving is NOT an option.
-Mike
P.S. Thanks for reading BIG’s Blog. If you like our blog, email it on to a friend or co-worker.
The marketing and communications world isn’t just shifting for fund raisers; those vendors that support them feel the same pressure – Agencies rebrand as priorities shift.
As traditional channels such as direct mail, DRTV or phone see stand alone declines, those fund raisers that are adopting multiple channel approaches are seeing growth.
“Successful campaigns today are integrated – online, TV, and direct mail – and customers are choosing how they want to respond,” said Sandy French of Northern Lights Direct, who recently rebranded their agency from Northern Lights Direct Response Television.
I guess it really doesn’t matter who moves first, just as long as they both move. Because NOT moving is NOT an option.
-Mike
P.S. Thanks for reading BIG’s Blog. If you like our blog, email it on to a friend or co-worker.
Thursday, January 13, 2011
BIG's Blog: New Year’s Resolution: Plan for Data Spring Cleaning
Do you think about the new names you add to the database each year? Probably not; the process to input names is so automated that it is easy to forget the importance of actually looking at the data.
Use of scanners and match back files to capture data are efficient. But, what does that data look like? At the cost of bringing a new name to your organization, can you afford to lose money due of someone else’s data issues?
Every organization has its own data format guidelines. Some are more stringent than others. If your organization's support comes from donors who are military or religious, it is essential that the title fields be verified after processing acquisition data.
Hence, a New Year’s resolution for 2011:
Do a thorough 'spring cleaning' of your data at least once a year to maintain the value of the investment and the long-term relationship with your new donor.
-Gail
Use of scanners and match back files to capture data are efficient. But, what does that data look like? At the cost of bringing a new name to your organization, can you afford to lose money due of someone else’s data issues?
Every organization has its own data format guidelines. Some are more stringent than others. If your organization's support comes from donors who are military or religious, it is essential that the title fields be verified after processing acquisition data.
Hence, a New Year’s resolution for 2011:
Do a thorough 'spring cleaning' of your data at least once a year to maintain the value of the investment and the long-term relationship with your new donor.
-Gail
Wednesday, January 12, 2011
BIG’s Blog: So go Retailers . . . Fund Raisers Follow
Where did the first successful fund raisers come from? Chances are they were trained in the retail business of the day. After all, it was the early merchants that developed sales techniques and advertising as we know it today. And no doubt some of the first fund raisers borrowed heavily or may have actually cut their teeth in retailing before moving into fund raising.
Sears Roebuck was mailing their catalog [starting in 1888] long before the first nonprofit thought about using the mail for fund raising.
It is not news that retail is changing and many bricks and mortar retailers are under pressure from Internet-based competitors such as Amazon.com. Just this week, the mega book store, Borders, put out the news that coming out of the prime Christmas shopping season, it was having trouble paying some vendors. Doesn’t sound good for Borders.
One phrase that will keep popping up in my blogs is: “The Internet changes everything.” Truer words have not been spoken and I first heard them in 1998.
Recently, there was the news that retailers are testing out e-catalogs. Many retailers have used catalogs either directly as a profit centers or as advertising for their in-store sales. Now they are moving into e-catalogs which is the intersection between the store brand and Internet sales.
Retailers with major investments in brick and mortar stores would not be going on the Internet if the public wasn’t there. Brick and mortar retailers know that soon Internet-based sales from competitors will start sapping their in-store sales unless they connect online with their customers.
Talk to your friends and ask them how much of their Christmas shopping they did online this past Christmas.
So go retailers . . . fund raisers (better) follow.
-Mike
P.S. Thanks for reading BIG’s Blog, if you like our blog, email it on to a friend or co-worker.
Sears Roebuck was mailing their catalog [starting in 1888] long before the first nonprofit thought about using the mail for fund raising.
It is not news that retail is changing and many bricks and mortar retailers are under pressure from Internet-based competitors such as Amazon.com. Just this week, the mega book store, Borders, put out the news that coming out of the prime Christmas shopping season, it was having trouble paying some vendors. Doesn’t sound good for Borders.
One phrase that will keep popping up in my blogs is: “The Internet changes everything.” Truer words have not been spoken and I first heard them in 1998.
Recently, there was the news that retailers are testing out e-catalogs. Many retailers have used catalogs either directly as a profit centers or as advertising for their in-store sales. Now they are moving into e-catalogs which is the intersection between the store brand and Internet sales.
Retailers with major investments in brick and mortar stores would not be going on the Internet if the public wasn’t there. Brick and mortar retailers know that soon Internet-based sales from competitors will start sapping their in-store sales unless they connect online with their customers.
Talk to your friends and ask them how much of their Christmas shopping they did online this past Christmas.
So go retailers . . . fund raisers (better) follow.
-Mike
P.S. Thanks for reading BIG’s Blog, if you like our blog, email it on to a friend or co-worker.
Tuesday, January 11, 2011
BIG’S Blog: You’re doing what?
It is so easy to forget that not everyone understands the jargon used in your business. A conversation between a company president and staff to discuss marketing results went like this:
Our plan is to drop the same quantity for next year’s campaign. Everyone at the table nodded their heads and began to move on to the next topic. The president stopped the presentation with a concerned look on his face. He questioned “Why was the campaign dropped?” From his prospective, the campaign did well.
Staff around the table looked confused. Finally someone realized what had just happened.
The president was unfamiliar with the jargon used by the marketers in the room. He thought “dropped” meant to eliminate the mail campaign. The marketers were speaking about mailing the same quantity again in the new plan.
This confusion happens all of the time. Clarify your statements if you use jargon, especially when presenting important information. Do not assume that everyone is on the same page.
-Gail
Our plan is to drop the same quantity for next year’s campaign. Everyone at the table nodded their heads and began to move on to the next topic. The president stopped the presentation with a concerned look on his face. He questioned “Why was the campaign dropped?” From his prospective, the campaign did well.
Staff around the table looked confused. Finally someone realized what had just happened.
The president was unfamiliar with the jargon used by the marketers in the room. He thought “dropped” meant to eliminate the mail campaign. The marketers were speaking about mailing the same quantity again in the new plan.
This confusion happens all of the time. Clarify your statements if you use jargon, especially when presenting important information. Do not assume that everyone is on the same page.
-Gail
Monday, January 10, 2011
BIG’s Blog: Libraries gear up for e-books
I saw this article in my local newspaper, but the same thing is happening in your city too. And don’t think this trend is only limited to the 20- and 30-year old set.
Last September, Amazon.com, the online retailer of books, sold more Kindle edition e-books (Kindle is the name of Amazon’s private label e-book reader) than physical print and ink books. Amazon already sells more books than any other single company, so let the implication of the announcement of last September’s Kindle edition e-book sales topping physical book sales sink in.
But as my dad used to say, “What does that have to do with the price of tea in China?” Meaning, what do Kindle e-book sales topping physical book sales have to do with nonprofit fund raising? Just this: communication is quickly shifting to digital electronic format. Behavior and habits of significant portions of the U. S. population in regards to acceptance of digital communication formats is rapidly changing!
How dependent is your fund raising organization on the paper and ink direct mail format to communicate your appeals and communications?
In the coming weeks and months, we will share stories of how other groups are starting to shift their communication mix to address the rise of Internet-based communications including social networks.
-Mike
Last September, Amazon.com, the online retailer of books, sold more Kindle edition e-books (Kindle is the name of Amazon’s private label e-book reader) than physical print and ink books. Amazon already sells more books than any other single company, so let the implication of the announcement of last September’s Kindle edition e-book sales topping physical book sales sink in.
But as my dad used to say, “What does that have to do with the price of tea in China?” Meaning, what do Kindle e-book sales topping physical book sales have to do with nonprofit fund raising? Just this: communication is quickly shifting to digital electronic format. Behavior and habits of significant portions of the U. S. population in regards to acceptance of digital communication formats is rapidly changing!
How dependent is your fund raising organization on the paper and ink direct mail format to communicate your appeals and communications?
In the coming weeks and months, we will share stories of how other groups are starting to shift their communication mix to address the rise of Internet-based communications including social networks.
-Mike
Sunday, January 9, 2011
BIG’S Blog: Who do you serve?
How many conversations have you heard where someone states how stupid their customer is and how they wished the customer would “get it?" These individuals think their job is all about them. Hmmm….
As a “walk around” manager, such conversations are troublesome, especially when the customers are within the organization. These individuals need to “get it!” Your job is to meet the needs of your customer--whether internal or external to an organization.
What a concept – Do whatever it takes to make your customer happy! Just think what could happen if we “all” serviced our customers' needs when they asked the first time.
-Gail
As a “walk around” manager, such conversations are troublesome, especially when the customers are within the organization. These individuals need to “get it!” Your job is to meet the needs of your customer--whether internal or external to an organization.
What a concept – Do whatever it takes to make your customer happy! Just think what could happen if we “all” serviced our customers' needs when they asked the first time.
-Gail
Thursday, January 6, 2011
BIG’s Blog: i-This and i-That
Sometimes a product or services name becomes iconic by virtue of the mass popularity of the product or service. Kleenex comes to mind. Kleenex was the name of the brand but it was so revolutionary and popular that paper tissues became Kleenex.
Other times the inventor/manufacturer spends a great deal of time pondering the name of the product pre-launch. For instance, Steve Jobs did not just pick any old name for his original iPod which launched the i-Product line which now includes the iPod, iPhone and now iPad.
One of the offshoots of the digital revolution is the i-this and i-that insight and mentality. Yes, this is personal communications . . . but it is about us!
Going forward, fund raisers cannot be successful without incorporating i-communications.
-Mike
Other times the inventor/manufacturer spends a great deal of time pondering the name of the product pre-launch. For instance, Steve Jobs did not just pick any old name for his original iPod which launched the i-Product line which now includes the iPod, iPhone and now iPad.
One of the offshoots of the digital revolution is the i-this and i-that insight and mentality. Yes, this is personal communications . . . but it is about us!
Going forward, fund raisers cannot be successful without incorporating i-communications.
-Mike
Wednesday, January 5, 2011
BIG’S Blog: Uncovering what really matters?
One of the biggest frustrations in running an organization is trying to get things done in a timely matter. Projects that one assumes take no time can drag on forever. The book Carly Fiorina’, Tough Choices, speaks to this challenge within Hewlett-Packard.
As leaders, managers or supervisors, it is our responsibility that we uncover the important details and challenge the people to focus on what truly matters. Easier said than done!
-Gail
As leaders, managers or supervisors, it is our responsibility that we uncover the important details and challenge the people to focus on what truly matters. Easier said than done!
-Gail
Tuesday, January 4, 2011
BIG’s Blog: Brave New World
Recently I was reading about a young Georgia state senator by the name of Kasim Reed who became the Mayor of Atlanta in December of 2009 by 714 votes. Upon taking office, he faced some very grave financial issues with declining city revenues. But, rather than practicing city-business-as-usual, he immediately began reforming how the city did business. His first move was to bring in Peter Aman, a partner with Bain and Company, a consultancy, to be his chief operating officer. Today Reed says, “We needed to learn from an outside perspective.” A year later, Reed has a 70 percent approval rating.
Reed recognized that the world had changed for the city of Atlanta but that previous administrations had not made the strategic investments to help Atlanta grow. Reed understood that there were places that had to be cut but that there also were places that needed investment. Cut here, invest there.
Reed said, “We are not going to be what we have been for the last 50 years if we don’t change . . . because the time to make adjustments is running out.”
Couldn’t the same be said of established nonprofit fund raising organizations? We’ve been raising money the same way for over 50 years. And guess what? Revenue growth is slowing, or worse declining.
Mayor Reed continues . . . “There must be a generation tough enough to stick out its chin and take the hit . . . It is time to begin having the types of mature and honest conversations necessary to deal with the new economic realities we are facing. . . We simply cannot keep kicking the can down the road.”
You and I know Mayor Reed is talking about Atlanta’s city government, but is it me or couldn’t those same words and sentiments apply to established nonprofit fund raising organizations too?
-Mike
Reed recognized that the world had changed for the city of Atlanta but that previous administrations had not made the strategic investments to help Atlanta grow. Reed understood that there were places that had to be cut but that there also were places that needed investment. Cut here, invest there.
Reed said, “We are not going to be what we have been for the last 50 years if we don’t change . . . because the time to make adjustments is running out.”
Couldn’t the same be said of established nonprofit fund raising organizations? We’ve been raising money the same way for over 50 years. And guess what? Revenue growth is slowing, or worse declining.
Mayor Reed continues . . . “There must be a generation tough enough to stick out its chin and take the hit . . . It is time to begin having the types of mature and honest conversations necessary to deal with the new economic realities we are facing. . . We simply cannot keep kicking the can down the road.”
You and I know Mayor Reed is talking about Atlanta’s city government, but is it me or couldn’t those same words and sentiments apply to established nonprofit fund raising organizations too?
-Mike
Monday, January 3, 2011
BIG’S Blog: New Year’s Resolution
“Listen to the old ones, the wise ones; keep their wisdom within your heart, and understand that wisdom is in your mind.” This quote from Pretty Sheild, a wise Crow Medicine woman and leader within her community understood the value of listening.
Apply this to your personal goals. It will bring valuable benefits to your life and career. Do you listen to the wisdom of the wise leaders in your industry? How do you use this knowledge to create your destiny?
Make this your New Year’s resolution:
Slow down, take time to listen. You never know what wisdom you will hear from others.
-Gail
Apply this to your personal goals. It will bring valuable benefits to your life and career. Do you listen to the wisdom of the wise leaders in your industry? How do you use this knowledge to create your destiny?
Make this your New Year’s resolution:
Slow down, take time to listen. You never know what wisdom you will hear from others.
-Gail
Sunday, January 2, 2011
BIG’s Blog: Connecting-the-Dots
Introducing BIG’s Blog; our new blog that kicks off today.
We will publish our blog daily during the workweek with both Gail Battle, Senior Consultant and I alternating daily posts but also look for “Guest Bloggers.”
We all know that the transition to digital platforms and media in all its details, iterations and permutations is the biggest issue facing nonprofit fund raisers. For you our readers, our blog will become a daily touch stone into the topics, news, people, organizations and ideas that will affect your organizations ability to successfully raise financial support in an increasingly competitive and changing environment.
Many of you . . . frankly, way too many of you in leadership positions . . . remain skeptical or don’t understand this new digital world and its impact on your organizations ability to raise revenue. To put it succinctly and, in all seriousness, if your organization does not make a transition to a digital-based fund raising platform . . . and soon . . . you will find your financial support drying up. Not to put to fine a point on it, but if you don’t wake up to this fundamental change, you won’t know what hit you.
Our mission at Browne Innovation Group (BIG) is to make certain that your organization never faces a calamity like that! Browne Innovation Group helps nonprofit organizations strategically transition from the analog to the digital world and always with the goal of raising more funds for your organization. Our new blog is meant to help that mission.
Our style will be to communicate succinctly. Taking a page from Sgt. Joe Friday of Dragnet fame, “Just the facts, ma’am.” Well okay, maybe not that succinctly.
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
-Mike
We will publish our blog daily during the workweek with both Gail Battle, Senior Consultant and I alternating daily posts but also look for “Guest Bloggers.”
We all know that the transition to digital platforms and media in all its details, iterations and permutations is the biggest issue facing nonprofit fund raisers. For you our readers, our blog will become a daily touch stone into the topics, news, people, organizations and ideas that will affect your organizations ability to successfully raise financial support in an increasingly competitive and changing environment.
Many of you . . . frankly, way too many of you in leadership positions . . . remain skeptical or don’t understand this new digital world and its impact on your organizations ability to raise revenue. To put it succinctly and, in all seriousness, if your organization does not make a transition to a digital-based fund raising platform . . . and soon . . . you will find your financial support drying up. Not to put to fine a point on it, but if you don’t wake up to this fundamental change, you won’t know what hit you.
Our mission at Browne Innovation Group (BIG) is to make certain that your organization never faces a calamity like that! Browne Innovation Group helps nonprofit organizations strategically transition from the analog to the digital world and always with the goal of raising more funds for your organization. Our new blog is meant to help that mission.
Our style will be to communicate succinctly. Taking a page from Sgt. Joe Friday of Dragnet fame, “Just the facts, ma’am.” Well okay, maybe not that succinctly.
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
-Mike
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