In This Edition:

• Using Blogs To Back Winners
  
  
• Messaging ...
  Are your emails a snore?
  
  
• Online ...
  Making your Web site a jewel

Using Blogs To Back Winners

NARAL Pro-Choice America started its blog during the 2004 election cycle to talk to constituents about pro-choice issues related to the races. The Washington, D.C.-based organization maintained its blog for the 2008 elections, with nearly 150 posts on reproductive choices and candidate positions, and expanded its political outreach by talking to supporters – and did a bit of listening.

“What we know about folks out there is that it’s empowering them. It’s the percolate up and not the trickling down of a nonprofit’s work,” said Nancy Keenan, president of NARAL.

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Messaging ...
Are your emails a snore?

How do you classify emails you send to constituents? Are they either incredibly long or barebones short? Do you have vivid pictures or blocks of texts? Many on your staff might categorize emails by how long it takes to put them to sleep.

There are more strategic ways of classifying emails, according to John Kenyon, nonprofit technology consultant and educator. There are three main types of emails you send out, he said during NTEN’s 2009 Nonprofit Technology Conference.

• Update. This friendly, conversational email informs your constituents about what’s new at the organization. Think of it as the holiday postcard for your organization. But you shouldn’t just send it out once a year -- send updates whenever there is some big news you think your members would like to hear. Keep in mind that it must be timely and short. Feel free to add a link to your donate page.
  
• Fundraising appeal. This is your direct ask email. Let your email members know about your annual giving, capital campaign or other fundraising campaign. Kenyon recommends scheduling these emails with your overall fundraising calendar, such as your direct mail drops.
  
• Newsletter. Make your newsletters look and feel consistent, according to Kenyon. Newsletters should have a set schedule that works for your organization, such as monthly or quarterly. And don’t disappoint those who signed up by sending them out erratically. Include soft asks and links to go deeper into the organization’s site.

Online ...
Making your Web site a jewel

You might know the four C’s associated with buying a diamond. But John Kenyon, nonprofit technology consultant and educator, introduced another four C’s for an effective Web site at NTEN’s 2009 Nonprofit Technology Conference.

While these four C’s don’t include cut or color, Kenyon explained how to make your Web site catch your visitor’s eye:

• Credibility. Your Web site is the face for your organization. Many people will visit your site before deciding to make a donation or have further engagement. Make sure that you establish your credibility where people can see, such as posting your financial information.
• Cultivation. It’s great if someone visits your site -- and even better if you can continue to communicate with them. Allow for cultivation points like e-newsletter sign-ups.
• Clickability. Nothing is more frustrating than hitting a dead-end on a site without finding the information you need. Create logical informational paths that will direct people to the information they want while deepening their knowledge of your organization along the way.
• Content. Web sites allow for your organization to go in-depth with information. Post information that will explain your organization at a granular level. Most may not be looking for the information -- but the ones who are will be happy to find what they’re looking for.

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