Social Media Risk for Non-Profits? What if Someone Says Something Negative About us?

Coming off a recent talk before the Canadian Engineering Memorial Foundation, I came across a common question that seems to prevail amongst other associations, non-profits and charitable organizations. Namely, "isn't it dangerous to get involved in social networking because there's a risk that someone might say something negative about us?"

What's your thoughts on the matter?



Mark A. Buzan, APR
Principal & Chief Magnifier
Action Strategies
#3, 270 rue Champlain
Gatineau, Quebec J8X 3S1
819.770.2899 phone
877-336-2701 toll free fax
http://www.actionstrategies.ca (Action Strategies website)

LinkedIn Group for Government Relations: http://www.linkedin.com/groups?gid=2465512&trk=hb_side_g
LinkedIn Group for Non-Profit Communications: http://tinyurl.com/nonprofitideas

Examples of How Building Partnerships Grows Non-Profit Causes

The nonprofit sector is one of the fastest growing sectors in North America right now, and with almost 150,000 registered charities and nonprofits currently operating in Canada, it shows no signs of slowing down. Of course, as more and more organizations are added to the mix, groups must become increasingly creative in the planning and carrying out of their mission. Whether seeking to advocate for a cause before government, build recognition with the public or fundraise, there is strength in numbers. Throughout my career, I can undoubtedly back up the value of identifying partnering organizations, matching them up and as a result, putting forth highly impact-full programming and outreach initiatives.

With the Canadian Paralympic Committee, I saw that one of the biggest challenges to growing the brand of the movement and that of the movement's 23 member organizations was that individually, all organizations lacked resources to grow recognition of their sports. Starting with a national conference on joining together on brand collaboration and later by identifying the common denominator for all involved, I coordinated a national task force that put the wheels in motion for all organizations to grow.

With the Canadian Construction Association, I coordinated 7 national associations into a common advocacy event on Parliament Hill with the result of growing awareness for an issue all held dearly: government investment in infrastructure. By collaborating, we shared costs AND showed a common front to Members of Parliament.

More recently, I am working with the Information Communications and Technology Council (ICTC) identifying partnering organizations in serving immigrants and employment issues. So far, more than seven organizations are now working with ICTC to focus group and pilot test coming online tool that will help immigrants in the IT sector find employment in Canada. Collaborating together, all organizations are benefitting from cost savings and in reaching out to new audiences otherwise impossible had they gone solo.



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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 nonprofits and associations. Mark has coordinated and negotiated a number of partnerships and sponsorship arrangements for non-profits and associations even using them to advocate to Parliament. You can view his website at www.actionstrategies.ca.

Teaming up: Partnerships build Funding, Advocacy and Brand Building Opportunities

Partnerships among nonprofits, and between for-profits and nonprofits, are among the best means I have found for non-profits and associations to build brands or advocate causes. The benefits include cost efficiencies, revenue opportunities for nonprofits, more sustainable nonprofit organizations, and better services for communities in addressing vital issues in conservation, education, healthcare, the arts, and economic development. Where once "corporate giving" meant writing an annual check to a favorite charity, more recently businesses and nonprofit organizations (NPOs) have joined forces to achieve their separate, but related missions. Economic pressures are stressing the nonprofit sector in delivering much needed services, but the pressures will also drive savvy funders, nonprofit boards and executives to pursue innovations, partnerships, and efficiencies.

In my experiences, I have used the concept of identifying partnering organizations on the basis that working together we can accomplish more, and accomplish it faster it than by working alone. The key is to think strategically. Target your partners as you would your donors. Look for similar target groups, compatible missions, appropriate images and profiles and adequate resources. As for programs, set objectives that are of mutual benefit. Get the story straight and communicate it. Start slow and build for the long term, and measure and sell your success.

Effective communication is necessary to manage a collaborative venture. Managers should ensure that all of the partners understand their communication; they should avoid acronyms and jargon unless these are well known to all partners. Ideally the manager will be able to communicate a vision that will electrify the partners. The communication needs to be regular, frequent, consistent and clear. I also recommend building program collaborations among a multitude of partners for the greatest reach into the community.

So what are your experiences? Have you found partnerships to be useful? If so, how have you leveraged them?


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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 nonprofits and associations. Mark has coordinated and negotiated a number of partnerships and sponsorship arrangements for non-profits and associations even using them to advocate to Parliament. You can view his website at www.actionstrategies.ca.

Yes, Non-Profits CAN Build an Energized Fan Base with Social Media

As many know, last week, I hosted my first independent webinar. It was a great success with over 95 registrants from all over North America. Many requested a transcript or recording of the presentation and as such, I invite you to take a look:

Open up the video in a separate window and/ or download it
For your information, the video is in Quicktime and runs for a total of 54 minutes, 21 seconds. (Click here to download Quicktime). You can also download the slides in Powerpoint format here or in Keynote format here.

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Mark Buzan is the Principal and Chief Magnifying Officer in Action Strategies, a full service Public Relations and Advocacy consultancy for associations and non-profits. He employs a number of services such as social media in order to aid his clients increase support and engage their stakeholders. Please register for his free newsletter series in public relations or government relations.

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

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

Bill C-4: Proposed Non-Profit Reform

Bill C-4 is coming! In January, the government proposed a bill aimed at reforming the way non-profits and associations incorporate. There are significant changes to how organizations incorporate initially and operate daily. Are you aware of Bill C-4’s impact on your organization?

Non-profit organizations (NPOs) in Canada are created and sustained by an organizational motivation of a common goal. As a result, NPOs intend to devote less time on organizational structure than reaching their goal. The truth is an organization cannot be successful without a solid organizational framework. The government of Canada has proposed a bill that will amend the structures of all NPOs big and small.

The reintroduction of the Canada Not for Profit Corporations Act risks affecting everyone of Canada's NPOs day-to-day operations. Bill C-4, reintroduced by Secretary of State (Small Business and Tourism) the Honourable Diane Ablonczy, aims to change the way in which NPOs are governed. For NPOs that require funding and donations to alleviate operations costs, they will be subject to similar standards as for-profit corporations. The act aims to increase fiscal accountability, clarify directors’ liabilities and responsibilities, and clearly define members’ rights. For NPOs, this means increased accounting, record-keeping procedures, and general prudence. The changes in Bill C-4 run deep, but can be tactfully navigated with the consul of an informed not for profit professional.

Bill C-4 Resilience

Barring any disruption of parliament, this bill is sure to pass with few amendments. Once passed, existing non-profits will be forced to comply within three (3) years or face dissolution!

The most recent bill is the reincarnation of two previous attempts to pass virtually identical bills. Both Bill C-21 introduced by Liberal Industry Minister, David Emerson in 2004 and Bill C-62 introduced by Secretary of State (Small Business and Tourism), Diane Ablonczy in 2008 died shortly after first reading, due to the dissolution of parliament.

Notable Changes

New organizations, as well as existing organizations, will be affected by these changes. It is imperative that directors and officers familiarize themselves with the proposed changes in order to prepare preemptive modifications to their organizations.

Essentially, the bill attempts to modernize the corporate framework under which Canadian not for profit organizations are governed. It is clear that the current process of incorporation is tediously long and time consuming. This method of federal incorporation regulates NPOs by reviewing, accepting and approving organizational by-laws. Industry Canada will no longer be involved in this process, transferring the majority of responsibility onto the board of directors and officers of the organization.

Why the Change?

It’s about time. Currently, Canadian NPOs are regulated by sections II and III of the Canada Corporate Act, with the exception of few special circumstances governed under section IV. These sections concerning NPOs have had no significant changes since 1917. The proposed changes will revolutionize the way most NPOs do business.

Bill C-4 at a glance

Incorporation as of right, contrary to current “letters patent” method.

Definition of soliciting and non-soliciting corporations relative to annual revenues.

Appointment of a federal Director to act as public registrar.

All corporations will be required to disclose a statement of purpose or mission statement.

Increased organizational accountability and transparency, similar to publicly-traded corporations.

Clarification of directors’ responsibilities/liabilities.

Definition of members’ rights.

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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

Budget 2009: How do Associations Adjust?

Federal budget 2009 came about in early February. Unlike many other previous budgets, I believe this budget came through on a central theme: the economy, the economy and more of the economy!

Pressured by the opposition parties to adopt a number of measures to address a slagging economy, the Conservatives introduced an economic stimulus package aimed largely at boosting a number of industry sectors. While this bodes well for a number of industry associations and charities, depending on the constituency they represent, there are going to be some who will have to work harder this year to get their point across. On that point, I will return in a moment. To start however, I'll touch on a few points where certain opportunity exists.

Infrastructure: Budget 2009 accelerates and expands recent historic federal investments in infrastructure with almost $12 billion in new infrastructure stimulus funding over two years. Municipal green infrastructure is also a priority establishing amongst other opportunities, a two-year, $4-billion infrastructure Stimulus Fund that will provide funding to renew infrastructure. For those industry associations following environment and energy efficiency issues, the budget also provides $1 billion over five years for the Green Infrastructure Fund to support projects such as sustainable energy.

Environment: The budget sets out a new Clean Energy Fund that supports clean energy research development and demonstration projects, including carbon capture and storage.

Construction: Keen to stimulate more construction within the economy, the Conservatives are aiming a number of incentive programs to encourage Canadians to retrofit and renovate their homes. For some of my construction association clients, we'll be reviewing this as an indication that there's an openness towards hearing a message of the importance of the sector.

Skills training and encouraging business investment: As mentioned earlier, the budget took a decidedly economic stimulus tone. Much was mentioned on investments coming to encourage training programs and bonifying EI benefits. A lot was also mentioned in terms of encouraging further investments to release credit for businesses. If your association/ charity focuses on the unemployed or even in terms of working to support small businesses, I would say that this is a crucial time to build your links with government stakeholders.

For other notable sectors, it will be important to note a number of key example initiatives:

Forest industry associations will be interested by $170 million over two years to secure a more sustainable and competitive forest sector. Agricultural associations will be interested by a $500 million agricultural flexibility program that will help the sector adapt to pressures and improve its competitiveness. For arts related associations, a $20 million contribution over the next two years and $13 million per year thereafter will be coming to the National Arts Training Contribution Program.

For those who might not have been mentioned, do not fret!

My experience has been that while being overseen in a budget can be a set back, it nonetheless provides a chance to take a serious look at your approach to government. Consider the following checklist:

Is your argument based on fact, emotion or a solid combination of both?

Have you been effectively monitoring the tone of Ottawa over the course of the last year or more? If so, how does your cause fit within the political scene?

How will your argument help the government in reaching its objectives, not necessarily just yours?

There are ways of answering all of these questions. What's been your experience? I'd love to hear from you. Leave a comment!
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Mark Buzan is Principal of Action Strategies, a GR Consultancy for non-profits. Subscribe now to his Lobbying tips newsletter at www.actionstrategies.ca/Action_Strategies/Newsletter.html

Are Non-Profits getting the value of Online PR?

Continually finding funding sources for a nonprofit or growing an association's membership base can be the bane of even the most dedicated Executive Directors and Non-Profit (NP) communications, marketing, & fundraising professionals.

It's a constant battle to vie for government and private grants, donor funding, and overall financial support through creative, low-cost yet effective public relations. Enter the unprecedented reach and efficacy of online marketing. Even at its most basic and low-cost level, internet marketing through a variety of methods and mediums will necessarily widen your customer and support base, exponentially. Here are the most easy-to-facilitate and no-to-low-cost online strategies to gaining widespread public recognition and support for your nonprofit:

Maximize Your Website: Hopefully, you already have a website for your nonprofit organization. It is absolutely crucial that you keep an eye on it, updating when necessary, gathering user feedback on maneuverability, and how it may rank for certain generic keywords your potential funder/supporter may use to find you or companies that offer the same services. This doesn’t mean that you need to invest thousands of dollars in an SEO firm but the help of an online PR specialist can offer up some important tools and strategies to place your site in front of those who need to see it. The reasons are twofold as to why this is important. One: nonprofits do not have thousands to invest in advertising typically, and two: competing nonprofit agencies will not either.

Blogs: Once you have a great website, start your own blog. To the internet beginner, this may seem an intimidating task; but it is way easier than you would imagine. Type in blog network, and you’ll find thousands of potential start-your-own-blog network sites, in which they walk you through the entire process of setting up your blog, making it attractive with one of their templates, and updating it with content on a regular basis. Most importantly, it is a free way to get your company’s mission and objectives across, while soft-selling potential supporters on how they can help.

Articles and Press Releases: Same goes for article submission and press release sites; type in one of the previous terms and you’ll find thousands of sites devoted to posting articles and company press releases free. For articles, introduce a short piece on industry advice and programs while providing a link back to your website. For press releases, draft up a quick and informational piece on a new addition to your site or program initiative, and provide a link back to your site. Either way, you are adding new information to a highly trafficked network-the internet-free, and meanwhile remember that you can add as many of either as you like.

E-newsletters and Email Marketing: While ensuring that you avoid spamming your prospective funders and parties of interest, know that devising a simple e-newsletter to keep your supporters abreast of current company happenings, will increase your pr returns immensely. Whether there is a specific program or event you are inviting them to or a simple thank you for their previous support, you are maintaining a constant connection to them, so they won’t forget you in their busy busy lives.

In all, there are many aspects and a plethora of possibilities an organization can undertake in terms of Web 2.0 outreach. The value then is a well developed strategy that identifies the online communications methods that work best for your non-profit.

Got other means of online marketing or PR that has proven successful to your nonprofit? these Or perhaps, methods that didn’t work so well? Please share with us.
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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.

Tough Economic Times and the Federal Budget

It's hard to avoid hearing about the state of the current economy on TV these days without hearing about job losses and how bad things have turned. The private sector is a buzz with lay offs and in turn, the government is doing what it can to react to the situation.

However, in these times, the non-profit sector is also affected. Corporate sponsorships are either down or threatened. If they are not, some non-profit executives tell me that if they have already have locked in support, that support may be in question next year as the private sector looks for means to tighten the belt. While economic difficulties impact as well on private citizen donations in turn, research seems to show that volunteerism goes up. ...or at least the demand as well for volunteers(Click here).

On Wednesday, I sat in on an interesting discussion by Imagine Canada wherein we took up the subject of the economy, the current economic situation, and Tuesday's coming federal budget.

Having submitted a brief for consideration, Imagine Canada brings up an important point. In fact, they have a number of points:

1 .For non-profits and charities, now is the time (more than ever) for their voice to be heard before government of the direct impact they have on the economy and Canadian society. Charities need to rethink how they approach matters and become creative even within their charitable status constraints limiting their operating budget dedications of 10%.
2. For society, whether you agree with 100% of Imagine Canada's presentation, (and no, I don't agree everything proposed is right for the economy nor should everything proposed become a priority....see my personal blog at http://www.markbuzan.com) the impact of the non-profit sector and volunteerism in Canada should not be ignored.

However, regarding the latter, it seems the non-profit sector has leagues to go before its counsel is taken into account. Time will tell and we will know whether or not the charitable sector will be recognized more in federal policy. For now, it does appear as though Conservatives in Canada has the same recognition for the voluntary sector as Conservatives in the United States have traditionally demonstrated.

In the end, the onus will remain on non-profit execs to rethink their approach, become more proactive in building political ties, and understand that the best developed policies or intended programs will remain unfunded by government until they change direction.
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Mark Buzan is Principal of Action Strategies, a GR Consultancy for non-profits. Subscribe now to his Lobbying tips newsletter at www.actionstrategies.ca/Action_Strategies/Newsletter.html

Linking Communications to Membership Strategy

So, we've arrived at year's end. Notably, I have seen most non-profit and association offices rapping up their work and settling into Christmas parties. But as staff gather around the eggnog and water cooler, this also becomes the time NGOs must analyze the past year and that which is coming. 2009 is upon us and if there has been anything at all that I have learned about the non-profit sector is that membership recruitment and retention is the lifeblood of an association.

Communications is really the heart that pumps the blood of membership outreach efforts. Without an effective communications strategy, members feel disconnected from their association. Donors don't connect with a charity's cause and result, don't see the need to donate! For all to occur wherein donations keep flowing and members become potentially involved in the board and its committees, an organization's intrinsic value needs to be communicated and understood. The same goes especially for campaigns. Here, not only do your audiences need to feel related to, your campaign should have a strategy to relate those campaigns back to the overall value you wish to have identified when thinking of your association.

In all, while I may sound harping, year's end really is the time for non-profits to think of this as the perfect period for a Communications Strategy New Year's Resolution. Namely, let's think of ways that membership and donor strategy can and should be linking to how audiences need to be communicated with.
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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.

6 Steps to Free Publicity for Non-Profits

Everyone wants free public relations; how do you find ways to do this? Below, is a list of the best ways to get your name and objectives out there, so that you can start bolstering your company’s funding initiatives.

1. Fundraiser Events: In your nonprofit, everything practically qualifies as a “fundraising event”, but more specifically, plan an event that offers the community something in return for their time and money. Offer an inclusion entry fee as a minimal to make the event more attractive to the public. For example, if you operate an animal rescue agency, offer a walk your dog event, in which people can bring their dogs, pay a nominal fee to support an upcoming worthwhile project, and meanwhile be introduced to all that your agency offers.

2. Free Seminars and Learning Programs: Especially if your nonprofit is new to the area, offer a free in-house seminar or learning program in which you offer a valuable free lesson on one of your company’s missions. Again, for example in the case of a nonprofit animal rescue agency, you could offer a free train your dog weekend. This way, you receive tonnes of valuable contacts and potential financial supporters visiting your agency. Introductions such as this are priceless when it comes to your nonprofit’s short and long term publicity goals.

3. Online Articles and Press Releases: Even if you are relatively new to the world of the internet and internet marketing, creating free articles, taking part in forums, and drafting online press releases could be key to getting your name and mission out there. There are thousands of online article sites in which you can introduce your nonprofit’s expertise and mission and provide a link back to your company website for free. Press release sites come just as varied online. If you have a new program or product you are introducing, do a quick search for online press release sites, and post a quick description about it-highlighting your business name and contact. Create a free blog and link to your company website-outlining on a regular basis industry news, program initiatives, etc. Take part in online forums: again, this is free, and will help you communicate the importance of your company to not only your local community, but also, the world at large.

4. Use the Media as your vehicle: A properly developed story targeted according to that which the public yearns to learn or more of or that which is a burning subject of interest is a great opportunity for your organization to leverage. Have your PR consultant or your staff brainstorm on how your cause fits into the debate and provide comment. Doing this over a consistent period of time will build solid relationships with journalists that will build recognition and awareness. However, beware! Some PR consultants may claim “personal media contacts” are the key to successful PR. Exercising these media contacts may involve them charging meals and drinks to your account. Don’t entertain this notion. Good PR is about developing a sound professional relationship with journalists - that means providing them with the information and opportunities they need to interest their readers. Understand what your editors want. Look at samples of key journals, web sites and other outlets on your target list. What is the mix of commissioned articles, features, releases and advertorials? What is the typical copy length, style, and tone of voice? Aim to match these criteria.

5. Develop an newsletter and reach out to your key targets: Newsletters are tricky things - here are a few tips and thought starters. Go back to the beginning. What is the objective of the newsletter? Define clearly what you want to achieve in developing your newsletter. Be specific so that you can monitor outcomes and fine tune to improve success. Describe the typical reader. Think what interests and information needs they have. Are all readers similar? If not, matching content to their interests could be a problem. How do they prefer to receive information - print or by e-mail? Above all, make certain visitors to your website have a clear means of subscribing to your newsletter vi the first page of your website.

6. Leverage the power of social media site such as YouTube, Facebook, etc.: Online social networks used to be just gathering places for friends and long-lost acquaintances. Then the marketers arrived, followed by politicians and job recruiters, all looking to tap into a growing mass of young people who are spending much of their time on the Web. Now, non-profit organizations are testing ways to raise money through these networks, betting that the Internet's viral nature will open fresh avenues for fundraising and marketing. It's a big change for non-profits as they shift from direct-mail campaigns and relying on the checkbooks of older givers to the unpredictable whims of Web popularity. Though the transition is nascent, charities see potential in recruiting young activists who already use online networks to broadcast their identities and make connections.

Have some other tips or ideas that have helped your nonprofit to grow and succeed. By all means, add your thoughts and experience by leaving your comments.
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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.

Myth vs. PR: Where does Public Relations deliver value for non-profits?

How does an executive know if a communications strategy is needed and how do they know what public relations can reasonably deliver?

PR cannot fix it all but it is an important part of an association's outreach efforts in ensuring that the its messages are received and understood by those needed to advance an organization's cause. Communications practitioners work closely with other administrators and managers who all have an important part in the strategic direction of an organization. This includes attending formal meetings, all the way down the line to the way crafting strategies for how your volunteers interact with the community. If there is a problem in a certain area, PR acts a repair and reputation manager in a crisis situation.

Public relations can promote activities and developments surrounding your organization, and make the public aware of what your organization is and what it does. It can sustain a mutually beneficial relationship between your organization and your audience. PR professionals provide you with solid ties to media outlets, and can pitch articles on behalf of your organization. Most importantly, PR complements an organization's marketing and advertising efforts. If your association is undertaking a new membership benefits package, good PR counsel will identify the tactics and strategies that will build a thorough understanding of the package and boost the value of word-of-mouth efforts.

Where an Executive Should Exercise Caution

Although it can accomplish many things, misconceptions are abound that public relations can sugar coat any sticky situation by withholding and spinning information. This simply is not true. Attempting to fool the public is never a good strategy nor is it very effective. Nothing works better than telling the truth. Most people are media savvy and can see right through propaganda. More importantly, you run the serious risk of a damaging reputation with members and potential members. Public relations strategies should be used to disseminate the truth. Lying will only hurt your organization in the end, and create mistrust between you and your publics.

Finally, PR practitioners cannot guarantee media coverage. The success of your association's media relations need to be based on solid relationships that foster a two way exchange with the media. Although most practitioners have close ties with gatekeepers, the media cannot be told what to publicize. Likewise, practitioners cannot get reporters to only write “good stories”. Although errors within an organization occasionally occur and such stories appear in the press, a professional PR practitioner will maintain a good relationship with the media so that they report on the successes as well as the errors.

Ethics in Public Relations

Most practitioners subscribe to a code of ethics committed to honesty. Members of the Canadian Public Relations Society (CPRS) subscribe to their own ethics called codes of professional standards. If seeking the counsel of a public relations professional, ask them the tough questions about what they feel can be honestly delivered from a PR campaign. If the claims sound too good to be true, it usually is the case. Membership in an organization such as CPRS and/ or accreditation from CPRS is usually a good standard from which to start in assuring that you are presented with the whole and true picture.

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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.

A new direction for Action Strategies

Well, it has been a while since I've published an entry in this blog but there has been a reason. I've taken this time to seriously evaluate how I as a Public Relations and Lobbying consultant can make a difference in advancing the profession. With that, I have given serious thoughts to where in my mind, the value of Action Strategies' services lie in public relations and government relations. I came to an important conclusion.

Reviewing our case studies and the comments we have received from those clients who have been our biggest fans, it became clear that there is a definite need for a combined communications and government relations agency that specializes in the association and non-profit sector. As a sector that arguably calls upon GR and PR strategies more than any other sector (government or private sector), I was amazed to learn of the challenges they face. Interestingly enough, there seem to be few who specialize in non-profits or truly understand the complexities they face.

In fact, in my estimation I do not believe there are any Canadian firms (although I welcome being corrected on this!) that serve exclusively the non-profit and association market. There are undoubtedly many who service them. However, in all instances, they approach the situation as a PR or Government Relations generalist - serving all sectors with a sprinkle of non-profits to fill in the mix.

My feeling however is that non-profits and associations have indeed particular aspects that do require a specialist as opposed to a generalist. While private sector PR serves the valuable role of maintaining a corporate image and assisting marketing efforts, non-profit directors and executives face a series of challenges:

-With the pressing demands of running an organization, how does an Executive Director keep their organization's members and supporters engaged and informed of the good work that's happening? If they are unsuccessful in communicating this, how long will it be before they run the risk of a disconnect?

-In terms of lobbying, associations face the challenge of building consensus and ensuring their message is inline with their members' concerns all the while ensuring that government understands that their association is indeed the voice of a given industry.

-Many non-profits run fundraising initiatives. How effective though can a fundraising campaign be if the community is unaware of the organization or of the problem the non-profit is aiming to resolve?

-Unlike the private sector, most non-profit and association executives must contend with a Board of Directors (most often from across the country and/ or from varying backgrounds and diverging interests). These board members are volunteers and as such, need to be communicated with in a means that will motivate and engage. Not to mention, many associations face the challenge of recruiting board members.

While these are just a sampling of the issues at hand, they were enough to inspire me to demonstrate how effective and specialized GR and PR for non-profits are so required in Canada. With the experience I've gained with organizations such as the Canadian Hydropower Association, the Canadian Construction Association, the Canadian paralympic Committee and many others, I believe there are some clear solutions that can be provided to the non-profit sector. The nuances each of these have faced along with the many other associations I have helped have in my mind made it very clear that the non-profit world is different than other sectors.

What are 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. 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.