Don Akchin

It’s not easy to keep up with the new digital media, much less understand it. But this provocative article in Ad Age, by Doug Levy and Bob Garfield, offers a look at the big picture. In their eyes, we’re living at the dawn of the Relationship Era, and as a result, everything we used to know about marketing is now wrong. On a similar theme, see for yourself what all the buzz is about regarding the “10 fresh realities of the Digital Age,”  a slide presentation by Lee Rainie, Director of the Pew Internet Project. In fact, have a look at the slide presentation itself.

In a piece about how to tell the story of your brand, consultant Simon Mainwaring made an observation that really struck me:   Like most marketers today, many non-profits still tell their story in a way that positions themselves as the focus or destination. Instead, every brand must shift from being the celebrity of their community to being its chief celebrant. That means the brand and its story exist to celebrate the success of its donors, field workers or community at large, and in so doing, inspires further fundraising and volunteer efforts on the basis of shared values and a sense of community. (emphasis added)   This observation, it seems to me, captures the essence of why social marketing differs from past marketing approaches. The old approach – we talk, you listen – no longer works when people are unwilling to listen. Customers, constituents and clients have learned that they hold the Power of the

For several months it has been my privilege to conduct interviews with many talented experts who advise nonprofits on fundraising and marketing. The interviews appear weekly on the Nonprofit Marketing 360 blog. Below are links to the interviews that have appeared so far, and a salient excerpt from each interviewee. Sarah Durham - author of Brandraising and founder of BigDuck agency. “For better or for worse, an organization can’t get away with having a really lousy website or ignoring social media.” Jason Dick - owner of A Small Change blog, a major gifts officer. “Nonprofits will have to find a way to build community on their websites and use that as their way to sustain their donor base.” Zach Hochstadt - co-founder of Mission Minded, a branding agency. ”Your brand is not just your logo or your visual identity but a much more holistic concept, in some ways a synonym for reputation.” Sandy Rees - fundraising consultant, author, and owner of Get Fully

When I talk about the importance of engaging your supporters, I often get that look, the one that either means “Luxury item – maybe we’ll discuss it when we’re flush with cash,” or ”Why do you have two heads?” Now I can offer proof that engagement impacts the bottom line.Donor/Voice says that according to its donor commitment surveys, committed donors give 131% more than those who have little relationship with your organization. Every 1,000 donors you can move from low-commitment to highly engaged generates $200,000.   Ready now to talk about engagement? Our operators are standing by.

When The Agitator blog polled its nonprofit readers in April, the overwhelming majority said they get a second gift from less than 40% of their new donors. This prompted posts on two alternative – and very different – plans for finding new donors if “Plan A” doesn’t work. “Plan B” is essentially to give up on getting a second gift because the donor today doesn’t operate that way, and try for micro-gifts from a bigger base. “Plan C,” from a fundraiser who gets 70% renewals from first-time donors, says the idea is to tell your stories through all media and let the website be your response mechanism.  What’s your own view? Do you have a Plan D?    

Katya Andresen, an executive at Networking for Good and an extraordinary blogger on nonprofit marketing, speaks out on the generational shift in fundraising. The era of the donor with low expectations is over, she declares: It’s not enough to declare a need and send a thank-you. Today’s supporters increasingly expect engagement that makes them feel seen, heard and involved. They are not walking wallets or ATM machines. They are partners who expect a relationship with the organizations they support. They want to be talked to as individuals, thanked and updated. Her prescription? Rethink your whole fundraising structure to meet the high expectations of your new donors.

Remember when: It’s your 12th birthday, and your treasury is full of cash, thanks to the generosity of your kinfolk. Ahem – however – it has been made clear to you that your beloved but old-fashioned grandfather, who was raised right, and who raised your mama right, and who knows she is raising you right, expects a thank-you note from you promptly – unlike last year – and furthermore, if you expect to get a gift on your next birthday, you will do what’s right: write. Seems pretty basic. And yet many nonprofits, who come to depend upon the kindness of strangers, haven’t gotten the message. Kivi Miller, a nonprofit communications consultant, conducted her second annual experiment of sending small first-time contributions to 10 selected nonprofits. Only three acknowledged her gift. I wonder how many first-time donors to the other seven will bother making a second gift? Photo: Mary Tsao

Blogger David Kinard provides a podcast interview with author Bob Gilbreath, whose newest book contends that in the next evolution of marketing, companies who can give customers’ lives meaning through their marketing will surpass those who seek only product usage or loyalty. The lesson for nonprofits: create meaningful experiences for donors and other supporters.

Craig Newmark, otherwise known as the Craig in Craigslist, coined the phrase “Trust is the new black.” In other words, it’s basic and essential, and if your supporters don’t trust you, you’re sunk. A commentator at The Agitator suggests one way to earn trust is to keep it simple. Photo: LKG Photography

A better question than “How can we raise more money?” might be “How can we make ourselves more important to our donors?” The answers revolve around better communication and better connection. Read more

Show your loyal donors they are more to you than just ATM machines. Help them feel part of the enterprise. Consultant and blogger Nancy Schwartz shares three good examples of nonprofits who take their fans behind the scenes.There are many other creative ways to engage supporters – and in these tough times, having passionate donors and advocates is more important than ever. Contact me to discuss how we can build more engagement among your community of supporters. Photo by Gary Brockman, Moon & Star Photography

Social media consultant and blogger Mack Collier offers some clear thinking about social media in two recent posts. One notes that social media channels are not for selling but can create value for your customers/constituents. The second expands on the great virtue of social media for building relationships.

Social media consultant and blogger Mack Collier offers some clear thinking about social media in two recent posts. One notes that social media channels are not for selling but can create value for your customers/constituents. The second expands on the great virtue of social media for building relationships.