N E W S L E T T E R S
Volume 11, Issue 2 - March 2009

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"I love your newsletter! It's refreshing, fun 
and filled with helpful hints"
Toni Paglia,
Director of Development, The ARC
Syracuse, New York"
Champagne Marketing on a Beer Budget

Marketing is a proven way to help you reach important target audiences with your messages. Yet in today’s difficult economic times, some may be tempted to forego marketing efforts in a quest to save money. This would be a tremendous mistake – since now is exactly the time that you should be focusing on efforts to differentiate your organization and help in its growth!

There are a number of cost-effective ways to market your organization ... and these “beer budget” ideas can have a positive result on your bottom line. Whether it’s public relations, graphic design, special events or promotions, consider how you can benefit from champagne marketing these days ... at a cost within budget constraints.

PR informs and influences. It is the business of fostering goodwill toward a person, product, service, firm or institution. PR brings your name before the public and communicates directly with the target markets you want to reach.

Through press conferences, press parties, open houses, grand openings, news releases, radio and television talk shows, promotional materials, brochures, seminars and special events, a PR/marketing campaign puts your name before the public to enhance your image and ultimately increase your business and your bottom line. PR is all about image. It’s also relations – peer relations – community relations – employee relations & relationships. There is no limit to what you can or can’t do. It all depends on the effort you are willing to exert and your budget.

Special events enhance your image and heighten your profile in the marketplace. Consider participation in seminars, workshops, fundraising benefits, open houses, ribbon cutting ceremonies, special community outreach programs and other events that attract attention, hold interest and generate public awareness. The more you are out and about, the more attention about who you are and what you do will be visible. That’s why so many people choose special events as their primary public relations vehicle.

Creative graphics are a powerful tool to promote your image and make a statement about your particular and unique service. Graphic communication includes development of a logo and collateral materials – letterhead, business cards, catalogues, flyers, direct mail materials, posters, print ads, brochures and more ... every printed piece that you produce should be created in a way that reflects your image, message and the theme of your organization. The choice of colors, the paper color and quality, the style - all represent a statement to your market. You don’t have to spend a fortune to have a good communications program, but you should work with a professional who knows what they are doing. Collaborate with a designer, an agency, a local printer, someone who has expertise in this area, because if you don’t do it right the first time, you will spend a lot of time and money and probably not be happy with the outcome.

Obviously, one of the least expensive ways to market yourself and your organization is by the way you present yourself. Your personal appearance is very important. The way your phone is answered, the people you have working for you. The public perception of who you are.

One of the most effective and least expensive ways to actively promote who you are is through networking. Networking is the process of growing long term relationships and contacts, positioning yourself with like minded people, broadcasting loud and clear about what you do and what you can help others do. Get known as a problem solver. Simply put, networking is a business strategy of learning how to use people professionally and ethically and to volunteer yourself to be used by people both professionally and ethically.

What organizations do you belong to? Networks are support systems of mutually beneficial relationships. Building and maintaining effective networks and creating strategic alliances are essential for business success. Networking provides the business opportunities, ideas, resources, and contacts to the business people that assist your organization.

Raising public awareness of who you are and what you have to offer can be enhanced by using one of the most powerful business tools of all – a press release. But before you send your next press release off to editors – is it really news? Your release is among thousands that cross an editor’s desk daily. What interests the editor or news director? Only one thing: timely news! News is new information about any products, services or events. News is recent happenings, good or bad, and previously unpublished data.

Literally, today’s news is history and stale tomorrow. Make sure you move quickly and submit your release as soon as the news happens. An announcement of a new product or service or receipt of an award or community event must hit the media immediately. The window of opportunity opens briefly for dated materials. Stay on top of your story and move fast.

Some pointers in terms of a well-written press release that editors will read:

  • Start the release at least three inches from the top of the page, use wide margins, always double space. Enter the date, in the upper right corner, provide the name and telephone number for the contact person – include the area code.
     
  • In the left margin, enter the release date. The item may be ready for immediate release – if that’s the case, say so with those words.
     
  • Send your release to the right person. If it isn’t addressed to the right person, it will most likely end up in the trash. A good way to find out who to send it to is to call the publication or the station and ask. You have the option of providing a headline. If you don’t, the publication will provide one for you – they might anyway.
     
  • Keep your release short. One page is optimal. Two pages is max. State facts, not opinions – this is not a sales pitch. The basics of who, what, where, when and why should be included in the first paragraph. Second paragraph goes more in depth from the first one. End with -30- or ###.
     
  • A few tips include: write a short note with the release – even handwritten to explain why you are sending this release. Whenever possible, include a photograph. All pictures should include a caption and who the people are in the photo or they won’t be used.

These are some simple, cost-effective ways that marketing can help you as you move into the challenges your organization may be facing this year. Whether you are currently working within a “beer budget” – or just want to be smart about how to best utilize the powerful tools of marketing and public relations – consider how these tactics can work together to help you make 2009 a champagne year for you and your organization’s growth and success.

Thanks to Lucy Rosen for contributing this article!
Lucy Rosen is President of The Business Development Group, Inc., a national business development, marketing, public relations agency that assists nonprofits grow and prosper. They have been working with the nonprofit industry for over 25 years. Learn more about Lucy and her company at: www.businessdevelopmentgroup.com.

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Hot Tips for Today’s Fundraising
  • Justify the immediacy of your organization’s needs.
  • Communicate the impact the gift you’re soliciting will have toward meeting needs.
  • Emphasize a variety of gift opportunities.
  • Do this all succinctly and directly. Keep it simple. Don’t beat around the bush.
  • Convey sincerity and gratitude.
  • Be flexible in terms of payment schedules. You may need to extend the pledge period.
  • Consider different types of assets, not just cash.
  • Be flexible and willing to go with the flow for what’s best for the donor’s circumstances.

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We Review

I have recently discovered a wonderful resource for your nonprofit management. Stevenson, Inc. publishes great little manuals written with easy-to-use practical ideas. includes tables, worksheets and examples on effective fundraising including: securing corporate sponsors, Board involvement, special events, calendars, direct mail and much more. I love it!

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Resources For Nonprofits

If you are interested in learning more about how you can diversify your funding, visit www.socialenterpriseventures.com to learn about and training.

And if you wonder whether social enterprise is right for your organization, contact  to sign up for a free live Internet webinar that will explain the principles and answer your questions.

Also available now: Benchmark your organization against best practices in Board management, people management, fiscal management, programs and services evaluation, resource development and messages and marketing. Order Exploration - Management by Assessment today: www.socialenterpriseventures.com or email me: .

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TWO GREAT BOOKS for YOUR LIBRARY

THE ABCs OF BUILDING BETTER BOARDS and
FAST FUNDRAISING FACTS FOR FAME & FORTUNE

Now you can add two great books to your agency library. The ABCs of Building Better Boards is just what you need to improve your Board’s potential. It includes ideas for recruitment, retention and recognition and has some great forms for you to copy and use.

The Association of Fundraising Professionals says of this book: “Here is a book that every senior fundraiser responsible for board recruitment and development should read once and then review annually...takes up where books full of theory fall short...give it a chance and you will discover a gem to be treasured.”

Learn how to deal with unproductive Board members and how to better define the roles of staff and Board. There is a chapter on financial and fiduciary facts, one on simple parliamentary procedure and much much more.

Discover how Board Job Descriptions and annual Commitment Letters will dramatically improve your Board’s effectiveness. See how a truly effective Nominating Committee will lead to a better Board.

Get good ideas for more efficient Board management and administration, including how to set up and manage effective committees.

It’s only $24.95 plus shipping and handling. Take advantage of a volume discount of up to 20% and give this book to all new Board members as part of their orientation.

The 3rd Edition of Fast Fundraising Facts for Fame & Fortune is full of ideas to improve your fundraising, including how to ask effectively, special events essentials and new ideas for fundraising.

Help volunteers get over the fear of asking for money and in-kind resources for your organization. Learn how marketing principles will make fundraising easier.

Learn about and apply them to your organization immediately. This book puts the into raising and gives good examples and ideas that really work, rather than using hard to follow formulas and theories.

O R D E R   N O W
So You Don't Forget

Go to the Order Form to order your copies of:
Fast Fundraising Facts for Fame & Fortune©
and
The ABCs of Building Better Boards©

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HOW CAN I HELP YOU?
TAKE THIS QUICKIE QUIZ
Is your Board of Directors functioning at its highest level? YES NO
How successful is your current fundraising? YES NO
Do volunteers need help asking for money and in-kind resources? YES NO
Does your organization have a dynamic strategic plan? YES NO
Are you having fun? YES NO

Please give me a call if you want to turn any NO into a YES. I can help with:

  • turning your Board into a dynamic group of volunteers,
  • facilitating a strategic planning session,
  • analyzing your current fundraising and suggesting some new ideas, and
  • training volunteers and staff in becoming more effective fundraisers.

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Here is what people have said about my training and facilitation:

“You certainly shifted my paradigm. After hearing you last Friday, it is the first time in 11 years as an ED that I was excited abut fund development. And you got my Board members to that point as well.

Kay Hopper
RDC for Children, Richardson, TX

“Your seminar in Dallas was the best I ever attended. You are wise and hilarious.”

Mary Jo Dorn
Catholic Charities of Dallas

"Jean conducted an extremely well organized and productive [Board] retreat, one that I can say with confidence that our members count as the finest ever conducted for us. Jean's follow-up report was in-depth and meaty, and both Board and staff have referred to it time and again. The knowledge of boardsmanship the members took with them has made a remarkable difference in their levels of commitment and support."

Eileen Cook, Executive Director
Casa Esperanza

“Your training was invaluable to me. I dreaded doing this because I couldn’t even sell someone a candy bar in the past but I was inspired by your advice to try. I raised about $377,000!"

Joan Shepack
Keystone Botanical Garden, El Paso, TX

"I attended the Corporate Sponsorship Workshop - WOW! You were amazing! What an OPPORTUNITY for me!!

Your presentation style was EXCELLENT. By far the best workshop I've been to in a long time (content and style both!)."

Vicki Kopplin
Epilepsy Foundation of Minnesota

"As a senior-level development officer, I have a hard time finding useful workshops. Jean's programs should be required for even us old CFREs."

Trisha Dunbar
Visiting Nurse Association, Dallas, TX

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"I love your newsletter! It's refreshing, fun 
and filled with helpful hints"
Toni Paglia,
Director of Development, The ARC
Syracuse, New York"