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Thursday, August 23, 2007 |
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---------------------------------------Advertisement---------------------------------------
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In this
issue:
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---------------------------------------Advertisement---------------------------------------
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You can learn to create stronger corporate
alliances this fall. Companies & Causes Day: Atlanta on
September 19. Companies & Causes Day: LA on October 3. Visit
www.companiesandcauses.com
or call (914) 921-3914
Workshops
produced by Cause Marketing Forum, Inc. |
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Red Cross
Vs. J&J: Licensing And Image Is
Key
By Mark
Hrywna
 The dust-up between two giants of their industries -
pharmaceutical firm Johnson & Johnson (J&J) and the
American Red Cross (ARC) - has placed a spotlight on licensing
and trademarks for nonprofits.
The legal dispute "certainly
makes everyone conscious of controlling their trademarks," said
David Hessekiel, president of the Cause Marketing Forum, based
in Rye, N.Y. "Nonprofit brands can be very valuable assets and
leaders of nonprofit organizations should use this as a wakeup
call to get counsel on the proper steps for protecting their
intellectual property; that's the number one lesson."
Click
Here for full report
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---------------------------------------Advertisement---------------------------------------
NPT
Online Resource
Directory
Fundraising Category
of the Week: Telemarketing –
Inbound/Outbound
Looking for help with your telefundraising
campaign? Expert assistance is available from some of the best
call center providers in the country.
Follow the link
for details. http://www.nptimes.com/main/directory/telemark.html |
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Fundraising
Tips
Donors ...
Knowing what to ask
and when to do it
What good would an ask be if no one followed up,
questions Laura Fredericks in her book, "The Ask: How to Ask
Anyone for Any Amount for Any Purpose."
"This is not the time when you want to leave the
ball in the prospect's court," Fredericks writes, and offers a
thorough checklist for the next steps after the ask:
-
Thank the prospect in person and in
writing.
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Convey to the prospect the importance and
urgency of the gift to the organization.
-
Set a specific date, time and place to further
discuss the gift.
-
Send additional information where appropriate,
within the shortest time possible.
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Provide additional expertise, or speak with the
prospect's family or advisors where appropriate.
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Fine-tune or clarify the gift proposal upon
request.
-
Continue to meet with prospects, and call or
send relevant materials, if they have told you that they will
need time to reach a decision or if they have said they cannot
give any more to the organization.
-
Convey to prospects that their gift will be
joined with others, so the organization is portrayed as fiscally
sound.
-
Neutralize any misgivings prospects may have
expressed about the organization or previous gifts to the
organization so that focus and energy remain on the present gift
opportunity.
-
Maintain a positive attitude throughout the
follow-through and treat prospects as if they have already said
yes to the ask.
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Fundraising ...
Types of
research that help find money
Do you know what you're doing?
Just as important, do your clients, donors and stakeholders
know what you're doing?
At a recent national nonprofit marketing conference, Sheri
Jacobs of McKinley Marketing, Inc., talked about the necessity
of conducting research, as well as the types of research.
Research methods include:
- Personal interviews, which help determine the value of
membership (tangible and intangible); awareness, use and
satisfaction with products, services and events; potential
programs and services to prioritize development; the perception
of the organization vs. that of competitors; reasons members
join/renew -- or not; the benefits that night compel a lapsed or
prospective member to (re)join.
- Focus groups help to explore issues facing the organization
from a membership point of view; thoroughly investigate members'
motivations, perceptions and experiences; collect themes
emerging from a collaborative discussion; determine members'
level of engagement.
- Quantitative research allows you to empower members by
giving them a voice in the decision-making process, solicit
feedback via a method convenient to members, build programs and
services based on member needs, collect statistically valid data
and comprehensive reporting on findings, confirm existing
hypotheses on member opinions and needs.
- Benchmarking -- usually a part of a larger research
initiative -- allows you to set a standard to compare yourself
against, learn how other relevant organizations address similar
issues, understand trends in the marketplace.
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Online ...
Using
the Internet strategically
How important is online giving to nonprofit
organizations?
Speaking at a recent international nonprofit
conference, Gene Austin, CEO of Convio, said that traditional
marketing and fundraising vehicles will always play a
significant role but that online giving is extremely important
to nonprofits, big and growing.
Consider the following trends and issues with
online giving:
-
Online giving rose from $250 million in 2000 to
$4.5 billion in 2005.
-
As of 2005, 26 million Americans, or 18 percent
of Internet users, have made a donation online.
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For organizations not involved in tsunami- or
Katrina-related fundraising, the median increase in online
giving was 50.5 percent from 2004 to 2005.
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During 2007, the number of adults aged 55 and
older going online has grown by 20 percent to more than 27
million individuals.
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A majority of gifts given online are given by
younger donors, many of whom are new to philanthropy.
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Online marketing has certain advantages: low
cost to communicate, bidirectional communications, rapid
deployment and feedback, visual storytelling potential, ease of
personalization, ease for constituents to forward messages to
friends, new and creative appeal options.
-
Regardless of the means, engagement is the goal,
so that high tech might work better for high numbers of small
gifts but a more personal touch is still necessary for major
giving.
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Copyright @ 2007 The NonProfit
Times. | |
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Tell-a-friend!
