Engaging Generation Y into the leadership of your NPO

In November, I will be addressing the national convention of the Canadian Society of Association Executives. Of the two subjects I will be addressing, none brings more frustration than comments I hear from non-profit executives regarding the sector's difficulties in recruiting Generation Y into their organizations. Many industries, especially those in the trades, quite rightly are concerned by the aging trends in their membership. Amongst associations, the concern exists that those most senior in leadership (staff and board) will be arriving near the end of their career. For charitable organizations, the need to adapt their fundraising and volunteer pitch to a new audience also means reviewing how they communicate to this demographic.

Known as Gen-Y or millennials, Generation-Y are individuals born between 1980 and 1995, at a volume of 80 million strong in the United States alone. Gen-Y has been raised on technology, so much so that their cell phones are extensions of their hands and text messaging, instant messaging and Facebooking are how they interact with others, even different generations. Older generations can learn a lot from these communities, to better understand who millennials are and what they’re about. One of the major concerns association and non-profit executives are facing these days is how to cope with Gen-Y, yet many of them don’t take the time to get to know them better.

This new paradigm means not only a thought shift is required but from a communicator's perspective, it means thoroughly different communications strategy. Social media is not just a "nifty" networking tool. It demands of associations and non-profits a complete strategy that integrates older and traditional communications strategies with online means of communication. Generation Y expects the ability to be able to use online forums and networking means to facilitate first contact and beyond.

Us "old geezers" have the challenge of showing them the value of face to face networking. By integrating old and new media based on solid strategy of why communication is taking place first off, I believe associations and non-profits will make the significant leap towards engaging Gen-Yers.

What do you think? Can integrating the two "magnify" the unappreciated value non-profits present before this demographic?
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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy for non-profits and associations. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.

Training in Social Media Marketing for Non-Profits

Over the course of the last few weeks, I can honestly say I have been surprised by a continuing trend I have seen from those in the association sector. That trend has been the request to learn more about how they can leverage this new and emerging communications vehicle called social media. I believe this is a positive trend because there is no indicator from our data that Social Media will go away, in fact the adoption rates of Generation Y, indicate this is a trend (I'll even be speaking to this issues at the CSAE's annual convention in November). The trouble with social media is that with everyone able to create content and share the details of their personal lives in detailed minutia, the problem of excessive content becomes an issue. Every 60 seconds, 13 hours of content are uploaded to YouTube (says YouTube employee), and millions of tweets are generated every day. With so much content being created, how will one filter out what’s important?

Through all this clutter, non-profits face three challenges:

1st challenge: What do I say?: Determining content that will drive followers and recruit support requires serious thought and strategy.
2nd challenge: How much time should I be spending Tweeting or on Facebook?: Once you start tweeting or facebooking you will find that there is a lot of content and it is easy to spend a lot of time going through the content. Non-profit executives need an understanding of how they can coordinate staff and time resources to be most effective online without compromising their day-to-day operations.
3rd challenge: Staying organized: As one follows more folks on Twitter, it is easy to forget who they are or why I decided to follow them.

In response to these challenges, Action Strategies is launching a training module we hope to have ready by mid October covering the following issues:
Here are just a few of the inside techniques you'll cover in this intensive one-day workshop:

1. Learn how to monitor your reputation online, starting today


2. Discover how to set up a measurable, accountable social media program


3. Identify and track top blogs in your industry–––and decide the best time to join in the conversation


4. Acquire the techniques for placing the right messages on leading social media outlets, like FaceBook, del.icio.us, Digg, and YouTube


5. Harness the power of blogs and podcasts (including critical insight on who in your organization should blog and who should not )


6. Start using the latest Search Engine Optimization techniques to supercharge the visibility of your website and press materials


7. Find out the smartest (often ignored!) features of a social media newsroom

We are taking pre-registrations now for webinars and in-person seminars. Contact us today. I invite your team to book its training spot now!

New Legislative Monitoring Service for Non-Profits & Associations

Keeping track of legislation, regulations and committee movements on parliament hill and in various provincial capitals can be a wearying task for any organization. What's worse is the possibility of being caught off guard. To help our clients, Action Strategies is now offering a new service: Legislative monitoring and policy tracking. Action Strategies now delivers the information you need, when you need it, through automatic and personalized e-mail and handheld alerts.

Through real-time legislative, regulatory information and news, your issues are checked daily for committee action and process through the parliamentary/ legislature system. Hearing Alerts are sent to clients in advance of all published hearings. We monitor information from Ottawa, Queen's Park, and Quebec City ensuring it is filtered, tracked, compared, and archived. In summary, our new services provide the following:

Priority bill alerts are sent via email alerts to the client.

Bill summaries are written in-house and customized for each client based on a complete reading of the text.

Current bill text is attached to each bill report. Previous bill versions and amendments are also linked whenever available.

Extensive bill search capabilities

Complete committee schedules

There are many more service elements to share. We are also available to respond to client needs for additional information or assistance – at no additional charge. For only a few hundred dollars, your organization can be provided the piece of mind it needs to stay on top of the issues and avoid any unwanted surprises.

Give us a call for more information!
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Mark Buzan is Principal of Action Strategies, a GR Consultancy for non-profits. If you have questions on how you feel your organization could benefit from legislative monitoring services. Subscribe now to his Lobbying tips newsletter at www.actionstrategies.ca

The Case of NAIMA Canada & the benefit of legislative environmental scans

NAIMA Canada is a trade association for North American fibre glass, rock wool and slag wool manufacturers in Canada. Founded in July 2004, NAIMA Canada represents the industry in Canada to promote the energy efficiency and environmental benefits of fibre glass, rock wool and slag wool insulation.

Seeking to take its government relations efforts to each of Canada’s provinces, NAIMA Canada found itself short in terms of expertise and understanding of the process for effecting change in Quebec. It needed Action Strategies to counsel the association on identifying the appropriate contacts and channels to bring Quebec energy and construction policy in line with the organization’s needs.

On numerous occasions, NAIMA Canada engaged us to identify policy makers in the political and legislative spheres as well as in regulatory sphere of the Quebec government. Primary to our representation, we found that the Agence de l'Efficiacite Energetique (AEE) and the Regi du Batiment (Building Code Agency) were where there was a great need to constantly monitor how these two organizations intended to regulate energy efficiency requirements in the building code. Each organization produces countless numbers of reports and convenes a number of different task forces. Without the benefit of a dedicated resource to monitor and report all of this back, NAIMA Canada would have undoubtedly missed some critical opportunities to advance their cause.

In all, engaging Action Strategies meant the association had the counsel it needed on identifying the appropriate contacts and channels to bring Quebec energy and construction policy in line with the organization’s needs. Conducting an audit of the possibilities, Action Strategies delivered a full report on the where NAIMA Canada would have the most success.

I would have to say that the experience was a positive one for both of us. What experiences or thoughts o you have on legislative monitoring?
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Mark Buzan is Principal of Action Strategies, a GR Consultancy for non-profits. If you have questions on how you feel your organization could benefit from legislative monitoring services. Subscribe now to his Lobbying tips newsletter at www.actionstrategies.ca

Bill C-4, Non-Profit Reform Shows the Reason Associations Need Legislative Monitoring

In June, Parliament enacted a major reform that will affect thousands of non-profits from across Canada. Those organizations who are federally incorporated will need to re-register their incorporation and follow new transparency guidelines. After reviewing the documentation over the course of the summer, I must admit that directly speaking, C-4 is not overly political. However, it will have very broad-based impact on numerous associations and charities across Canada. Using this bill, here's how in just one example, not having monitored the on-goings of Ottawa could potentially place an NPO in hot water:

• The Bill requires all federally incorporated non-profits, associations, and charities to re-register their incorporation


• It also imposes important new requirements to demonstrate transparency to members and donors: C-4 establishes new rights for members and donors to have more access to the proceedings of their organization. Equally interesting, NPOs will have to give consideration of new forms and classes of members/ supporters. Moreover, the new law will mean as well that NPOs will have to account for their members' new rights to be able to participate in decisions via electronic means....again emphasizing the need for more transparency.

Not being aware of these factors could put an NPO board and executive in hot water! With such broad-based impact, Bill C-4 shows the value of legislative monitoring from a professional consultant. C-4 demonstrates this case from a wide-sweeping perspective. However, each organization I encounter has a number of its own issues and challenges. More often than not, NPOs don't always have the on-staff bandwidth to be aware of every possible piece of legislation or government regulation.

However, engaging a consultant to assist in the process of monitoring, allows for identifying and prioritizing challenges and opportunities for the NPO. By doing so, organizations are given a hospitable environment to grow. Excellent information and perspective are at the heart of any successful state and local government affairs program. Anything less is a handicap.

As part of a legislative monitoring system, consultants read each regulation, bill and amendment to identify relevant client issues, avoiding the critical errors that can plague services limited to keyword searches. These professionals perform bill tracking until final disposition, providing political perspective, or “outlook,” for each piece of proposed legislation.

Generally, legislative monitoring involves identifying the:

• Bill Sponsor (name and party affiliation)


• Summary of Major Provisions (emphasizing provisions of interest to the client)


• Status (report of past and upcoming actions)


• Outlook (a political assessment)


• Hyperlink to the full text of Bills/Amendments (when available)

Other aspects can be identified as well depending on an organization's needs
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Mark Buzan is Principal of Action Strategies, a GR Consultancy for non-profits. If you have questions on how Bill C-4 impacts on your organization, please contact him. Equally, drop him a line if you feel your organization could benefit from legislative monitoring services. Subscribe now to his Lobbying tips newsletter at www.actionstrategies.ca

Tips for Viral Web/Email Marketing

Here are the best tips you’ll need in devising and carrying through with your first viral web/email marketing campaign.

1. First things first: ensure that you have a professional and attractive website to direct your current members and customers to, as well as potential new members and customers. It should never be underestimated that first impressions are the ticket-or one of the most important tickets-to success. Impress them with an attractive, easy-to-navigate website and they’ll stay there-reading up on your cause, mission, and programs; which, in turn, makes them that much closer to getting involved with your nonprofit.

2. Make sure the viral marketing message you devise is clear, well presented, and easy-to-follow. When people-your members or visitors-are surfing the web, and come across your site or email campaign; they want something quick and convenient-especially if it doesn’t help them directly. Make sure you choose a viral marketing tool that is unmistakable, welcoming, and easy for the person to use. If it is a “tell a friend” button, ensure that the customer only has to make a couple of actions to tell their friends. Not only does this make them more susceptible in telling a friend, but more likely to tell a bunch of friends.

3. Offer incentives and prizes. No matter our age, we all love the idea of getting something for nothing. For your email, newsletter, or website viral marketing campaign; you should always offer your audience something in return for their help in boosting your network of potential customers and members. It doesn’t have to be expensive or lofty in anyway, just a little something that thanks them-and inspires them to do so-for recommending your site and nonprofit organization to their friends, relatives, and/or contacts. In keeping with this strategy, make sure you are prepared to deliver these freebies or incentive prizes at a fast pace or large demand. Delivering once called upon will also show your present and new network the extent of your professionalism and credibility.

4. Follow up with appreciation. Many newcomers to viral web marketing forget-once they set up their viral email/web campaign-to follow up with thanks and appreciation once they have gleaned new members, customers, or overall response from their viral marketing network efforts. One of the best rules in any kind of marketing-and this extends especially to nonprofits-is to always be aware of your customers, clients, members, etc; and to make them feel not only involved with your nonprofit mission, but more importantly, valued. The trick with marketing is that you have to reach as many people as possible in a manner that seems personal and one-on-one. Follow up with a thank you email, an unsolicited gift or privilege, etc. Just taking a small amount of time and effort to recognize these people who contribute to the success of your nonprofit business, makes them feel good about their efforts and inspired to do and be a part of more.
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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy for non-profits and associations. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.

Great article: Keeping Spikes in Media Interest Up

The nature of media relations is - like it or not - touch and go. When you're up, you're up. When you're down, you're down and when a story has gone through the news cycle, the let down afterwards can be disappointing. The tendency is to look for ways to keep a story going so an association or NPO can keep their cause "top of mind". This is no small feat but the internet age makes this more possible. In my search to come across some great examples of how this can be done on Kivi's NonProfit Communications Blog with a recent article "The First 100 Hours - Turning Media Spikes into Fundraising Leads".

Some of the more salient points of the article involve the following excellent pieces of advice:

• Amplification of traffic via blogs, Twitter and online PR. Online coverage leads to more traffic to your site than more traditional PR. The best way to amplify traffic is develop one or two clear calls to action and ask bloggers, tweeters, etc. to repeat them.


• Capture and divert Google searchers via customized search ads related to the media activity. For 100 hours (give or take) search activity will surge on a wide range of plain English variations of “your media topic here.” While organic search may get visitors to one page or another on your site, the only way to get searchers directly to the landing page is via paid search ads. Maximize those Google grants - or if you don’t have one - consider an expenditure and track your return. In most cases we’re talking hundreds, not thousands, of dollars.


• Launch concomitant online paid media. In an ideal world, the report release would be accompanied by a flight of online ads. As with search, one could expect click- through rates to be much higher in the 100-hour media coverage window.


• Devote significant home page real estate to diverting traffic to a landing page related to the issue in the media spotlight. For 100 hours, the top home page priority should be getting traffic to the conversion landing page.


• Develop a landing page that makes a very brief yet compelling case for signing on — by offering a free benefit or calling them to action. The quality of the landing page will be the single largest determinant in converting media coverage into traffic into names on the email list.

I think this is excellent advice. What are your thoughts?

Leveraging Social Media? What are all these internet forums and are they really applicable to associations?

Interestingly, it is the internet’s depth and vastness that mystifies many association executives. Sadly, I hear many associations express veiled excuses for not involving social media in their outreach efforts. Commonly thought of as the domain of Gen-Yers, and twenty-somethings, social media and internet viral marketing offer practical and sensible applications for all audiences. Social media strategy depends from case to case and will require an investment of time. Used correctly, social media can:

• Build networks and community, connect and mobilize members on the key issues confronting your association
• Build a donor base and gather emails
• Tell your story –Put a face and a personality to your organization
• Share information and resources quickly
• Promote brand and cause

If carried out correctly, viral web marketing techniques can be very effective in boosting your member list and getting your organization’s name and message out. Many non-profits are using “Tell a friend” buttons or links on their websites and email newsletters. Whether used for connecting or recruiting members and donors, and developing advocacy can take different channels through the various goals sought.

Recruiting members and soliciting donations:
The very essence of making online “friends” and developing a base of followers through social media extends this ability far beyond the reach of the amount of people or prospects you could physically reach in one day. With one of my charitable clients, the Success Factory, we have just begun an online campaign through Facebook to raise money and build word-of-mouth awareness for its employment training programs. Using the “Causes” application, Facebook is allowing board members and staff of this brand new organization in one full sweep to: 1.) Demonstrate the mission of the Success Factory, 2.) Engage other Facebook members to recruit their friends as supporters of the cause, and 4.) Allow a forum of communication for Success Factory supporters, thereby spawning the creation of new innovative ideas.

Facilitating communication between association staff, members, supporters and the board
The concept of sharing ongoing association business with the entire world on Facebook is less than appealing. To answer this situation, there are social media options such as Ning.com and Google Friend Connect that can create either a separate network for an association or integrate social networking elements right within an association’s website. The Canadian Table Soccer Association is one association that has effectively utilized Ning (http://tablesoccerca.ning.com) as an opportunity for members to connect, share ideas, and announce events.

Within an association website, there are means a communications team can take to ensure that it remains current and relevant for members. Using Google Friend Connect, a free set of customizable tools offered by Google, associations can embed html code within their website that easily invites friends from social networks and contact lists to visit and join your site.

If associations are not blogging, they need to begin. Integrating a blog into your web presence provides regular information for members and board to follow. For those associations less inclined towards a full blog, Twitter comes to the rescue offering a micro-blog option. Creating an account is free and each blog entry is limited to 140 characters. As a result, your association’s ability to be found in search engines is increased.

Building recognition with the Media and Influential Bloggers

The internet is crawling with bloggers on issues as vast as the internet itself. Social media also changes the presence of how non-profits present information to journalists. With the Canadian Paralympic Committee (CPC), I have been working their media relations and internet teams to promote collaboration between these two fields. Journalists will also be kept up to date with every story development of via an RSS subscribe option. Even the delivery of traditional press releases changes with social media. Instead of the typical boiler plate press release, a photo was embedded along with clickable links over to the organization’s website. To best ensure the internet is leveraged as a communications vehicle, make sure the message you devise is clear, well presented, and easy-to-follow. This includes replying to personal messages and posting constant updates. Online profiles can be time-consuming, but their targeted visibility is unparalleled.
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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy for non-profits and associations.

Tips for government grant success - part #2

In May, I wrote a submission to Charity Village's Village Vibes newsletter on some of the basics that associations and charities should concern themselves with when considering an application for a government grant in support of their programs. Since then, I have been approached by various non-profit board members of differing organizations looking for advice. In the hunt for offering valuable counsel, I thought it worthwhile to elaborate and in some instances, come back to some of my original points.

Some of the most basic principles of general grant seeking and grant writing tips apply for government grants, as long as the previous rules and tips are acknowledged and followed. The more general but also crucial tips to successful grant seeking and writing are below:

Seek out programs that are as closely tied to your program’s cause or initiative. The more focused and specific your program to their grant guidelines, the more apt the funder will be to award your nonprofit the grant. You will discover this through your research of potential programs and grants.

Pay special attention to amounts, deadlines, restrictions, locations, etc. Missing one small detail could easily cost you a grant.

Make sure to spend plenty of time on the grant. Most grants seem simple enough, but the funders do not want a hastily completed grant proposal, and yes, they can always tell.

If you do not have the time to spend on delivering a well-written grant, hire a professional grant writer whose specialty is drafting and submitting winning grants. This could take a lot of work and worry off a busy nonprofit’s shoulders, and could be well worth the investment. Grant writers have often worked in with an organization that offers grants, giving them the benefit knowing what is generally expected.

Make sure to apply knowing that the funds will not be awarded retroactively, and the application process can take anywhere from a couple months to a year. Plan accordingly.

Make sure to include all attachment documents that the guidelines ask for. Typical ancillary documents include: federal nonprofit proof, fiscal year budget, and other sources of grant/fundraising income.

Know that most government grant sources will ask specifically for follow-up proof on how their money is being spent and what the positive outcome has been. Be prepared with ways in which to measure the success of the program, and talk about it in the grant.

Lastly, know that all grants-especially government grants-are very very competitive, and that you may not win every grant for which you apply. Applying for grants is a learning process. You will win some and you will lose some, and learn what works and what does not in delivering a successfully awarded grant.

Grant application is a lengthy and delicate process, but necessary for the sustenance of non-profits. These tips and the aid of a non-profit professional will ensure that your organization is prepared for any proposal.
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Mark Buzan is Principal of Action Strategies, a GR Consultancy for non-profits. If you have questions on how Bill C-4 impacts on your organization, please contact him. Subscribe now to his Lobbying tips newsletter at www.actionstrategies.ca/Action_Strategies/Newsletter.html

A fantastic example of how non-profits can develop a viral email campaign

I'm a regular follower of Ragan.com, a social network for public relations professionals such as myself. Occasionally, I stumble across some interesting articles of a general nature. Most recently, I found this excellent case study that demonstrates just how powerful the internet has become for non-profits and how much it really has become the great equalizer in terms of matching themselves against the PR budgets of large corporations. This most recent example of using email campaigns (something I believe most NPO and association professionals still can somewhat get their heads around) demonstrates the point and offers much of the essence of the counsel I offer clients. Enjoy! I'd love your comments :)

Viral video campaign draws 1 million viewers
By Zak Stambor
TriWest Healthcare ditches the standard press release in favor of a viral e-mail campaign

Last winter, TriWest Healthcare Alliance launched its first viral video e-mail campaign to raise money and awareness for Operation Homefront, a fund that provides emergency services and assistance to troops and their families. Within a year, nearly a million people had watched the video.

Before launching the campaign, TriWest had never used any social media tools. Whenever the group wanted to publicize a fundraising drive, it had always issued standard press releases.

But after Kristen Ward, a TriWest senior communications specialist, attended a conference on social media, she decided the organization needed to reach its audience—military stationed overseas and their families at home—where they were already looking.

"We could have reached out to the base papers, but we didn't know what portion of our audience that would reach," says Ward. "We knew they go online to check their e-mail. So we figured, 'Why not reach them via e-mail?'"

By doing so, says Ward, TriWest's campaign exceeded its wildest expectations.

Putting the e-mail together

Ward’s first step was to visit John Ondrasik's Web site, What Kind of World Do You Want?, which allows individuals and organizations to create and upload videos linked to a specific cause. Each time someone watches a video, a designated donor contributes funds to a related charity.

Ondrasik, a member of the band Five for Fighting, and TriWest already were well acquainted. In 2007, TriWest sponsored “For the Troops,” a compilation album the band distributed free to military personnel in the United States and overseas. As a result, when Ward discussed her goal with Ondrasik, he suggested that she create a video based on Five for Fighting's song "Freedom Never Cries."

Ward then worked with TriWest’s two-person video team to develop a concept and storyboard for the video. TriWest budgeted $37,000 for video production.

The video would mirror the song: a man brings an American flag to a pawnshop to get money for a guitar before reconsidering his decision. She then pitched, and later fine-tuned, the concept with Ondrasik and David McIntyre Jr., TriWest's president and chief executive officer.

Ward then set about crafting the e-mail message to accompany a link to the video. The copy, which was only four sentences, went through five drafts.

"We had a clear objective," says Ward, "We wanted to say, 'Check out this video and a dollar will be donated.' But brevity is difficult and everyone wanted to add something."

Rather than allow the message to be clouded with extra words, Ward put her foot down. She listened to the details that others wanted to add and boiled them down to a word or two.

"I told everyone, 'For this to be successful it needs to be short—the shorter and more direct the better,'" she says. "Then I showed them examples of effective campaigns."

Orchestrating the model

Early on, Ward and her colleagues realized that they had to map out a campaign strategy. They decided on a three-part plan.

They first focused on the grassroots level. On March 11, they sent the e-mail with the video link to a list of 300 employees, supporters and personal and professional contacts. They hoped the video would receive 30,000 views, which would translate into $30,000 for Operation Homefront. Within 20 days they surpassed their goal.

The key, says Ward, was crafting a persuasive e-mail.

"We've all been e-mailed notes with a link and we tend to delete them," she says. "That was our concern. We tried to avoid that. So even after we fine-tuned the note's content, we then focused on developing a compelling subject line."

They settled on, "Check out this video and support the troops."

The second phase of TriWest's strategy involved reaching out to military channels.

"There is a whole community of bloggers—military families at home, service members who are overseas, and military who are home—who are posting diverse content about their experiences and about the military itself on their sites," Ward notes.

After receiving TriWest's e-mail, many of the bloggers embedded the video on their sites or posted the link.

In the campaign's third phase, TriWest sent out a press release to mass media outlets with a military focus, such as the Military Times newspaper, DefenseLink.mil and the Pentagon Channel. But unlike in the past, the press release highlighted the launch of the viral video.

Each campaign phase added hundreds of thousands of viewers. Today the count is approaching 1 million views.

But since the launch was nearly a year ago, Ward's challenge has been to maintain momentum.

"We're looking at various ways to tag on to other social media outlets, such as blogging and setting up a Facebook page," she says. "The viral e-mail was just a start."

Six tips for launching a successful viral video campaign

1. Determine your target audience. To get your message out, you first have to determine who will be interested in it.

2. Identify where your audience is looking for news. "For us, we knew that they were primarily reading blogs and e-mails to stay in touch—so that's where we had to reach them," says Ward.

3. Develop a key message or objective. Work with your colleagues to brainstorm the main goals that you're trying to achieve.

4. Boil down that objective into a sentence or two. "Don't bog down what you're trying to stay with extraneous detail," says Ward. "Develop one key message and home in on that message."

5. Organize the campaign into phases. Make a plan that seeks to gradually expand exposure, starting from the grassroots level and moving to a nationwide rollout.

6. Follow through on your plan. Send your initial e-mail. Then, let your audience take over before heading into the next phases of the campaign.

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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy for non-profits and associations. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.

Main site temporarily down

For anyone who has been trying to view the new english version of Action Strategies' website, you will notice this it is currently down. I'm working on some server issues right now and hope that they should be worked out shortly. In the meantime, please accept my apologies. Your patience is appreciated.

Mark

Staying true to who you are and how that effects good communication

Recently, I was speaking with a non-profit prospect about their various communications challenges. After reviewing the situation, they seemed very keen to work with me but in the end, it became very clear that in earnest, they weren't ready to work with a public relations firm. Their mandate and mission was unclear despite the great work they had been doing of over the last number of years. The trouble was that without first resolving clearly the less "sexier" of items such as clarifying their business plan and their mission plan, the best PR in the world would at best result in mixed results for them.

You see, communications in its best form works well when it is in support of other plans an NPO's leadership or board establish. We PR consultants work best in realizing their objectives by building awareness for their audiences about how they can help realize the overall plan.

Recently, I stumbled across a good blog article that describes this story from the perspective of building a position of power amongst potential donors to a cause: http://www.donorpowerblog.com/donor_power_blog/2009/06/why-you-should-be-yourself.html

Check it out:

Why you should be yourself

A lot of organizations (and not just nonprofits) struggle with who they are. Sometimes it's weak leadership that fails to set a clear direction. Sometimes it's because they're constantly in thrall of the latest fad. Or a consensus-driven culture that never quite gels into unity.

Being unsure and inconsistent about who you are may feel like "flexibility." But there's a downside: Confusion, lack of direction, needless conflict.

The Brains on Fire blog takes a good look at this issue at Being True to Who You Are:

When you stay true to who you are, all the gray is taken out of the world. It's black and white. You put a stake in the ground and stand firm in the knowledge of what you do really well, and what you refuse to do. It becomes so easy to connect with those that have the same beliefs. And you rest easy in those relationships. Because of the trust that is shared.

Being something, rather than being anything, makes life easier, and makes everything you do better. And it's a more authentic mode than blowing in the wind.

Authenticity is attractive. Your donors, at least the best ones, will notice.

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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy for non-profits and associations. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.

Determining ROI on PR Dollars Spent

No matter the size, reach, or history of your particular nonprofit operation or business; determining how effective the money you spend on PR and marketing efforts can be, at times, nearly impossible to gauge. If you are like most nonprofits, you gear your public relations funds-however minimal-towards a percentage that calls upon a wide variety of marketing tools-part web-based, newspaper, tv, events, etc. How do you even begin to determine which method was particularly effective in bringing in funds? We take a look below at the best ways to effectively determine return on investment (ROI) in relation to how much you may spend on PR and marketing.

In most cases, determining your return on investment in regards to marketing, is nearly impossible after the fact-that is, after he funds have been spent and strategy implemented. You may be able to say that it was either successful or a flop, but you have no clear idea on where the money went, and was best spent. This is why it is absolutely crucial to make a plan to analyze your efforts before implementing them. Here are the most effective and popular means of instituting a measurable ROI plan:

Market research: Research online and elsewhere to see what plans and strategies are working for others trying to gauge their marketing ROI. Read up on percentages by company success, individual strategy, and projects or missions of nonprofits with similar objectives.
Start small: Before taking huge financial leaps in pr/marketing efforts without guaranteed return, take a small step to test out the waters. Invest a smaller amount, and see how it works. Was it effective? A smaller investment is also much easier to gauge.
Watch your budget: Obviously, if you are involved in a nonprofit, you the importance of watching your budget, but do you allocate a set amount and watch that you do not over reach this amount? Many nonprofits know a rough sketch of what they can afford and stay within a particular range; but knowing specific numbers and documenting them, will give you an answer when it comes to evaluating which projects and pr goals were effective. Most importantly, having a fine-tuned, project-specific, budget will give you the answers you need when you start analyzing your ROI in relation to pr dollars spent.
Set only measurable goals and objectives: Instead of hoping that a certain pr tactic will get you a sizeable amount of return, devise a measurable plan of numbers, amounts, and dollars spent. This way, you have a clear cut goal in mind to achieve, as well as a more focused idea of your gains and losses in the short and long term.

Have more specifics on determining ROI for your nonprofit dollars spent? Please share your best stories on lessons learned in marketing the important mission of your nonprofit business.
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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy for non-profits and associations. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.

Tips for building a non-profit's email campaign list

I recently came across a great article non-profits abound need to consider in building their email outreach efforts. Take a look and let me know your thoughts:

A Little Something Extra
Mailing list incentives can be used by all organizations
by Ron Cates, Constant Contact Development Director, Southwest Region

We'd all like to think that all it takes to get someone interested in learning more about a nonprofit or another organization is a charitable nature. But sometimes it takes more than that to entice someone to join your mailing list or become a supporter.

Of course, when you don't sell something tangible -- products or food, for example -- you can't offer a two-for-one special or a percentage off. The good news is that even if you're a service business, there are ways to build your mailing list by offering something extra to a potential subscriber.

In the nonprofit world

For many nonprofits, the idea of giving something away for free runs counter to the mission of the organization, especially if someone hasn't yet made a donation. But so few nonprofits use an incentive to reach people that an organization that takes this route could easily differentiate itself.

One suggestion is to offer an item with your organization's logo on it for anyone who signs up for your mailing list -- a t-shirt, tote bag, hat, or something similar. This allows your organization's cause to be exposed to more people, and offers relatively low-cost promotion in places you may not be. After all, a nonprofit's goal is to raise money, and you can't do that without first raising awareness.

Another way to differentiate yourself is to offer a benefit to signing up. For example, hosting an event and only allowing email list members to get in, or finding a partner to match donations and saying you have to be on the mailing list for that to happen. If you're a membership-driven organization, like a YMCA, you could offer a free month or a discounted rate when people also supply their email address. You may find that these subscribers will waive the discount anyway because they want to support the group's mission.

Whatever you do, you don't want to dilute the mission of your organization, so you always want to bring it back to that. You also don't want to sound overtly commercial. In the messaging itself, talk about your mission: yes, you're going to send fundraising requests, but all the proceeds will go toward helping people with arthritis, for example.

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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy for non-profits and associations. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.

How the Ontario Council of Agencies Serving Immigrants benefitted from market research in their communications

Case study

My recent blog article on the importance of market research for non-profits pointed to the value of getting to the heart of what their supporters are motivated by and most importantly, the means of communications they prefer to receive. Normally, I spout off about the importance of this or that :) However, it's come to me that perhaps an example is needed. I've even decided that I'm going to begin making a regular spotting of examples from here on in. So here goes:

The Ontario Council of Agencies Serving Immigrants (OCASI) serves as an umbrella organization for a network of 190 immigrant agencies in Ontario. Action Strategies was engaged to develop a new marketing strategy for its main online service, Settlement.org.

Launched in 2000, Settlement.Org has employed a variety of marketing methods including transit ads, media buys, link exchanges, articles, e-newsletters, site demos, and conference and trade shows.  Unfortunately, OCASI staff and board were not finding that Settlement.Org was reaching its full potential. They were are also looking to improve their ability to analyze and evaluate the results of their marketing efforts. Action Strategies was engaged to conduct a marketing evaluation and create a plan that would guide the organization for the following 3 to 5 years.

As a result of the audit and review, the agency has been able to bring significant efficiencies to their regular marketing efforts and after better understanding their clientele, staff have been able to make a strong argument for re-centering the focus of Settlement.Org’s brand.

So it goes to show you...doing your homework pays off! Let me know your thoughts. What has been your experience? ____________________
Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy for non-profits and associations. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.

The value of polling & surveys in delivering high quality communications

Keeping abreast of the needs and wants of your membership, donors, and potential supporters is vital to a non-profit’s objectives and overall success. Ensuring that you are providing exactly what your audiences want, can seem like a never-ending battle but in fact, it's the life blood of build effective communication.

While most NPO (non-profit organization) staff are in touch with their members and supporters, the temptation to assume they know what they want needs to be resisted. Without truly understanding your supporters and evaluating the efforts to reach them, more time is spent on generic marketing with often withered results. Consequently, as you may have guessed, is a mixed bag of results. Without measuring marketing and advocacy efforts, non-profits throw money and time out the window.

The Case for Polling/ Surveys

Market research is essential in ensuring that your message is effectively targeted to the targets you are trying to reach. With a plethora of media for dissemination of key messages, it is imperative to sustain your advocacy efforts by thinking with a clear line towards understanding what motivates your audiences and stakeholders. Strategic communication planning begins with a concrete foundation of audience research, and then effectively applies that research to targeted messaging.

So, the obvious question is: how do I effectively measure my marketing efforts? How do I know if the messages are inspiring my membership to act, interact, or donate? By knowing exactly, what it is your audiences are looking for on a majority level, you can provide it; and re-strategize your advocacy plans accordingly.

Here are some of the best ways and tips for analyzing your PR and marketing efforts for the future success of your organization.

1. Polling/ Surveys: One of the most obvious answers is polling/ surveying your members, donors or target audiences. But how do you best go about that? Though many people are too busy to leave feedback and comments for a service or program, if you approach them in the correct way, they will be more likely to do so. One good way is to ask for feedback and comments on your email notices and newsletters. Another is to address them from your website for general or specific feedback.

2. Specific and General Feedback: Make sure when reaching out to your membership that you ask for both general feedback as well as specific. For example, if you are trying to determine if a specific program is effective in generating support, ask a specific question to that end. If, on the contrary, you are just beginning to gather responses on your business, ask for general feedback. Depending on the general response of this collection, you’ll see a pattern in the elements that your membership like and dislike about your organization.

3. Just Ask: Simply asking your membership at programs, events, and the like; can garnish a lot more information that you might expect. Not only does it make your customers feel like their opinion matters and that they are part of your organization’s mission, but it also gives them the opportunity to candidly express their opinions on general and specific matters at your nonprofit. Remember it is vital that non-profit and association executives keep their finger on the pulse of their organization. The best way to do this is through face-to-face networking.

4. Record: Most importantly, do not think that you can keep a running memory bank on all the different feedback you receive. With all the short and long term happenings of a non-profit, it is impossible to keep every opinion coherent and unblemished in your mind. Find a way to effectively record these responses. This can as simple and as cost-free as a variety of excel spreadsheets on your laptop.

5. Analyze: It should go without saying, finding a set time and manner to analyze all these results is just as important as collecting the information. Set time aside regularly to review each means of response, dividing the responses according to question and topic.

6. Poll and Analyze Often: Polling and doing customer research once in awhile is a good start, but the more you can enact this sort of response system, the better you can stay on top of what your membership wants from you in relation to your non-profit’s mission, goals, and community action.

7. Devise a Plan and Act: After gathering the information, devising a short and long term plan to optimize your nonprofit’s initiatives and overall scope is crucial. While it’s good to know what you customers want, it is more important to offer them the actual solution. Even if the answer is expensive or will require more than what you have in resources, manpower, and/or funds; developing a plan to reach that goal and taking small, measurable though realistic steps towards it, will make your membership feel connected to your non-profit and also that their voice counts for something.

These are all simple ways that organizations can keep tabs on the effectiveness of their marketing strategies. It is always beneficial to perform a communications or marketing audit through a third party. The help of a professional specialized in non-profit advocacy can assist your organization in an exhaustive analysis of your marketing efforts and as a result, carry out your objectives.
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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy for non-profits and associations. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.

Waska Quebec: A non-profit blog from Quebec City

I'm a contributor on a new blog! My good friend and online colleague, Jean-François Neron and founder of Waska Quebec has started an English language blog to talk about tech issues and non-profits (click here to check it out). As a consultant working with non-profits to get their heads around this new world of Web 2.0, Jean-François has generously offered up a spot to me as a contributor. If you live in or near the Quebec City region, I invite you to check them out and if you're so inclined, make a contribution to their cause. Here's a brief snippet from their history and their mission:

Waska was founded on April 26, 1982, when students in a St. Foy, Quebec, technical institute join a "human relationships class" group in order to unite forces under one organization called "Club 3E". This non-profit entity has given itself a mission: to help people overcome problems with work exeperience and related training issues.

Our newsletters are changing

For many, you might have noticed that postings have been sparse as of lately and while I am one who usually preaches the importance of regular blogging, there has been method to my madness!

By viewing my blog entry from back in March, you'll notice that I've been taking the last number of weeks and months to conduct my own social media experiment with clear tactics that deliver results for non-profits. Through my research, I've clearly found that the process starts with good content on a website that reflects the message you are wishing to convey. Admittedly, while preaching this message, I recognize that I have not been following my own advice! As such, I've been spending the last couple of weeks investigating ways to completely revamp and optomize both this blog and my website: www.actionstrategies.ca.

But this only explains one aspect of being effective on the internet. Social media for non-profits is undoubtedly a powerful tool. Reviewing what works most for non-profits, my experience tells me that when starting out, they rarely have a large following on the internet. In my mind, when starting our in Web 2.0 world, associations & charities need to consider as part of their strategy how they will build the "build up". This means also reviewing how they deliver e-newsletters because for non-profits there needs to be a strategy of "push & pull"

Once enough of a following can be build online, social media and internet optimization builds the pull-in of fans for a cause. The "push" however remains the e-newsletter. Gathering email lists and maintaining contact with supporters as I do with my own business' lists is what drives initial traffic to online presences. For a number of years, my current service of Constant Contact has been what I have relied on to get out the word (via "push") on what I've been up to and to drive traffic to even this blog.

However, in a time when I am reviewing both the look and design of this blog and my website, it's fitting that I would also at least look at the means I have of delivering the e-newsletters of the Magnifier & Corridors. I've come to an important conclusion that I'd like to impart upon non-profits looking to improve their online public relations and drive social media presence. Namely, I believe that e-newsletters, RSS feeds and blogging/ social media strategy need to come together.

In my humble view, Constant Contact does do enough to bring these services together. I'm making an important change. I'm moving the Magnifier & Corridors over to a new service will feed the RSS feed from this blog over to email. The service that allows this is MailChimp. Through the templates for the newer versions of my newsletters to you, every entry to this blog can incite an update being sent to your inbox of you are a subscriber. For NPOs who have time and cash strapped staff, I feel this feature will not only provide an importance efficiency, it will also magnify how you can pull it all together.

Going through this process of learning, I've also learned that with the appropriate e-newsletter system in place, you can even integrate social media tagging abilities within the emails you send. This means that you can have a much higher potential possibility of someone posting your articles within their social media profiles. Traditionally, most e-zines make you go to a website and from there, the visitor would need to tag the article in Facebook, YouTube, Delicious, etc. With the attentoin spans being as short as they are on the internet, the attrition rates of losing the valuable asset of visitors doing this are very high when they have to click through more than 2 pages.

But in my learning it's been more than just features that have attracted me to making a change. As I have often preached, content is king! In delivering a more effective e-zine, I have also been experimenting with richer & more effective means of content. Instead of going for initial lengthiness of newsletters, I'm going for emails that are SCANNED not read! I recommend the same crucial lesson for NPOs. This means that e-newsletters need to have article blocks that are shorter and PUNCHIER. In my discussions I have monitored amongst non-profit execs the common theme talked about was member info fatigue. Keeping emails short, I believe, improves open rates and improves the chances that links you place in the ezine will be opened as well.

While I still have some work to do, I hope to provide everyone here insight into how I progress in this great experiment for you. :) Let me know your thoughts!
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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy for non-profits and associations. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.

We're now on Non-Profit Conversation

Hey everyone...my apologies as this blog has been rather silent as of yet. I've been quite behind the eight ball lately as my wife has been visiting from Colombia these past few weeks. I do promise to get back to posting more regularly soon. (On that note, feel free to check out our wedding countdown website at www.mark-carolina.com).

Now...back to talking shop, our recent article on how non-profits can engage their members in the business of the organization appears on Bunnie Riedel's non-profit blog, The Non-Profit Conversation. Check it out:

http://nonprofitconversation.blogspot.com/2009/03/effectively-involving-your-members-in.html

With so many Legislative Requirements on Non-Profits, How is an exec to stay on top?

With so many changes that occur in federal legislation on a regular basis, how do associations and non-profits keep up? Often it is best to look outside your organization for assistance. The addition of an unbiased member can prepare your organization for issues that you've never considered.

The proposed changes to non-profit incorporation should remind non-profit and association executives that systematic changes require strategic organizational planning. With revised incorporation regulations and standards, non-profit and association executives must focus on effectively preparing for these changes and guiding their organizations through organizational restructuring. Adding to the mix, the requirements for registration under the Lobbyist Registration Act also require added vigilance.


Ensuring Transparency is Communicated throughout the organization

When I work with non-profit executives concerned about complying with government legislation or simply monitoring what's out there, I advise that legislative change requires strategic planning to effectively communicate with all levels of an organization. From executives down to members, all parties must be involved.

From the perspective of Bill C-4 and the newly proposed transparency requirements placed on non-profit organizations, boards of directors’ roles are sure to be affected. Directors must be aware of these changes. A clearly expressed strategy for communicating these requirements is needed. From the board straight through to the membership, the direction that your organization has undertaken needs to be visible.

The Task at Hand

Like it or not, government regulation is a framework within which most organizations must operate. You cannot afford let legislation derail your mission and it should not be an impedance to your organization’s performance. A well-executed advocacy plan in tandem with expert counsel will prepare your association to succeed within the legislative and regulatory framework. More importantly, the aid of strategic planning will help your organization survive the daunting task of adapting to legislative changes that Bill C-4 will impose on you. It will also ensure you are in compliance with the Lobbyist Registration Act.
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Mark Buzan is Principal of Action Strategies, a GR Consultancy for non-profits. If you have questions on how Bill C-4 impacts on your organization, please contact him. Subscribe now to his Lobbying tips newsletter at www.actionstrategies.ca/Action_Strategies/Newsletter.html