Don Akchin

CARE, a nonprofit that was looking a little dowdy a decade ago, launched a highly successful makeover in 2003 with a campaign about empowering women internationally. The campaign has rebranded the organization and made it more relevant and timely than every before.  It also increased revenues by nearly $8 million. A fascinating case study of CARE’s communications campaign offers many lessons for smaller nonprofits.

“What’s the return on investment?” is one of those questions we’re frequently asked by nonprofit executives casting themselves in the role of no-nonsense business moguls. Hard numbers for social media have been hard to come by. Not so anymore. Now there are at least 67 examples of social media successes here and here. Use this valuable resource the next time you have to answer the ROI question.

Talk about your multi-channel marketing.  Check out this case study: a health nonprofit supplements its end-of-year direct mail appeal with a series of four targeted emails, with outstanding results.

Mashable offers six examples of successful social media campaigns, using a variety of platforms and techniques.  

James O’Keefe, a conservative provocateur who has already made a reputation for his “gotcha” films of ACORN and Planned Parenthood, releases a video purporting to show an NPR executive accepting sponsorship money from an Islamic advocacy group. Truly not an easy situation to be in, but NPR managed to make it worse through its response, or lack of it. It did not defend itself. It fired the executive. Then it fired the CEO.  Impression to public: Guilty as charged. And then, when it was proven that the video had been  edited to distort the facts, and NPR got around to denouncing the video, it was late in the game. By failing to act swiftly and decisively, NPR had already helped undermine its own reputation. When the sharks circle, silence is not an effective defense.  

Here are 15 examples of nonprofits using social media successfully to win friends and influence people.

What a great site for email marketers! “Which Test Won” offers a comparison of two email test offers from the same organization each week. You vote for the one you think was most effective, and then you learn the actual results. There’s also a library of past comparisons. Thanks to Jeff Brooks at Future Fundraising Now for the tip.

MK Creative was kind enough to profile me as part of a series on Nonprofits and the Men and Women Who Love Them. It relates how my consulting business went from disaster’s doorstep to robust recovery through a careful repositioning. And it’s mostly true.

The Idealware blog has two detailed case studies of a prep school and a local United Way using email successfully for fundraising.

A little creativity can have a mighty impact. These advocacy and fundraising campaigns by nonprofits large and small drew attention to causes, involved supporters actively, and made a difference.

Looking for ideas on how to get your supporters to help spread the word about you? A consulting firm provides three examples of successful “viral” fundraising campaigns.

Smashing Magazine features a handful of best practices for designing websites, along with links to 20 nonprofit sites that are excellent models to emulate.

The background story on the American Red Cross’s “Do More Than Cross Your Fingers” campaign is a great illustration of how campaigns ought to be created: with careful attention to target audience, to message, and to delivery methods. Plus, they even have a great interactive feature that customizes the campaign for each family. Here’s another example: an online fundraising campaign by the Salvation Army that succeeded in winning new donors – without standing in the cold.

Convio salutes its most innovative clients – most of them nonprofit organizations – each year at an annual conference. Check out the 2008 winners for inspiration in implementing web sites, email campaigns, online advocacy, special events fundraising and other categories.

Convio salutes its most innovative clients – most of them nonprofit organizations – each year at an annual conference. Check out the 2008 winners for inspiration in implementing web sites, email campaigns, online advocacy, special events fundraising and other categories.

Convio salutes its most innovative clients – most of them nonprofit organizations – each year at an annual conference. Check out the 2008 winners for inspiration in implementing web sites, email campaigns, online advocacy, special events fundraising and other categories.

Now you can see what other nonprofits are up to in all the varied facets of social media, from Facebook to Flickr to YouTube. Socialmedia4change is a wiki – a community-edited site, where members are invited to provide links to their favorite case studies.

Now you can see what other nonprofits are up to in all the varied facets of social media, from Facebook to Flickr to YouTube. Socialmedia4change is a wiki – a community-edited site, where members are invited to provide links to their favorite case studies.

Now you can see what other nonprofits are up to in all the varied facets of social media, from Facebook to Flickr to YouTube. Socialmedia4change is a wiki – a community-edited site, where members are invited to provide links to their favorite case studies.

I am not a prime candidate for a symphony subscription. I much prefer rock to Rachmaninov. However, the Baltimore Symphony Orchestra (and my persistent wife) is working hard to change my mind. On the BSO site, in a section called “Musicians’ Corner,” several of the players conduct video interviews with guest soloists, in which I have learned that even people who dress up as starched penguins for a living can be interesting people. They even explain something about the music they will soon perform that gives me some perspective and helps me appreciate it more when I hear the performance. I also learn that one of the violinists is an avid biker and listens to Alison Krause, and the concertmaster is also a farmer. This sort of insight really changes my attitude when I sit back in the Upper Nosebleed Right and listen to the orchestra. I feel more connected

I am not a prime candidate for a symphony subscription. I much prefer rock to Rachmaninov. However, the Baltimore Symphony Orchestra (and my persistent wife) is working hard to change my mind. On the BSO site, in a section called “Musicians’ Corner,” several of the players conduct video interviews with guest soloists, in which I have learned that even people who dress up as starched penguins for a living can be interesting people. They even explain something about the music they will soon perform that gives me some perspective and helps me appreciate it more when I hear the performance. I also learn that one of the violinists is an avid biker and listens to Alison Krause, and the concertmaster is also a farmer. This sort of insight really changes my attitude when I sit back in the Upper Nosebleed Right and listen to the orchestra. I feel more connected

I am not a prime candidate for a symphony subscription. I much prefer rock to Rachmaninov. However, the Baltimore Symphony Orchestra (and my persistent wife) is working hard to change my mind. On the BSO site, in a section called “Musicians’ Corner,” several of the players conduct video interviews with guest soloists, in which I have learned that even people who dress up as starched penguins for a living can be interesting people. They even explain something about the music they will soon perform that gives me some perspective and helps me appreciate it more when I hear the performance. I also learn that one of the violinists is an avid biker and listens to Alison Krause, and the concertmaster is also a farmer. This sort of insight really changes my attitude when I sit back in the Upper Nosebleed Right and listen to the orchestra. I feel more connected

Al Gore, who may not have invented the Internet but certainly has raised the bar on PowerPoint presentations, also has launched a model nonprofit marketing campaign, says blogger Nancy Schwartz. Read her review of the Alliance for Climate Protection’s “We” campaign.

Al Gore, who may not have invented the Internet but certainly has raised the bar on PowerPoint presentations, also has launched a model nonprofit marketing campaign, says blogger Nancy Schwartz. Read her review of the Alliance for Climate Protection’s “We” campaign.

Al Gore, who may not have invented the Internet but certainly has raised the bar on PowerPoint presentations, also has launched a model nonprofit marketing campaign, says blogger Nancy Schwartz. Read her review of the Alliance for Climate Protection’s “We” campaign.